Data partners and their methodologies elevate OOH measurement: Amanda Dorenberg
Speaking at e4m NEONS OOH Conference, Dorenberg, President of Canadian Out of Home Marketing and Measurement Bureau shared how key innovations and techniques in the country
Amanda Dorenberg, President of COMMB (Canadian Out of Home Marketing and Measurement Bureau) on Friday shared how key innovations and techniques are taking place in OOH advertising in her country.
During her global keynote address on 'The Next Wave of Data-Driven DOOH,' Dorenberg, who virtually joined the 4th edition of e4m Neons OOH Conference, said COMMB has ingested a national dataset which includes 6.7 million road segments across Canada.
She said, COMMB’s new methodology incorporates a variety of sophisticated measures and data science technologies to provide greater insights into audience activity and to more precisely understand consumer behaviours of those exposed to OOH assets.
“One of the innovations we have taken in the Canadian space is we’ve ingested a national dataset. This is inclusive of 6.7 million road segments. Road segment is a portion of road in between various entry and exit points or intersections.
“These road segments contain very powerful information on an hourly basis. So, we ingest vehicular and pedestrian volume within each of these road segments on an hourly basis so we know at a particular time and day how many cars and pedestrians cross the digital OOH,” she said.
Sharing her insights, Dorenberg said the digital datasets are used to understand the volume of audiences that crosses the digital OOH, identify total vehicular movement and pedestrian volume of movement within an intersection. They also access average vehicular speed and custom distance visibility zones.
“We have also introduced audience profiling. This is an understanding of demographic lifestyle components. We offer this in top 45 markets across the country. We have 4000 hourly data points,” she said.
Talking about data partners, she said they are vital to carry out data collection and analysis.
“They provide software solutions to understand vehicular volume, insights on marketing population, insights on audience profiles and data of trips taken,” she said, adding that these partners and the methodologies elevate the OOH measurement.
“COMMB has been working to provide not only updated datasets and methodologies but also developing our proprietary tool, ROADMAP. This comprehensive production and planning system is set to launch in September 2023 with user acceptance testing beginning in June/July,” she said.
