COMB releases new software to put OOH data at planners, buyers and sellers’ fingertips

The Canadian Out-of-Home Measurement Bureau (COMB) released today new software for planners, buyers and sellers of out-of-home advertising media. The COMB Data Report now resides on over 1,000 Canadian media industry desktops enabling users to quickly see the complete perspective of COMB-approved OOH media product across the country. Planners can choose from over 250 markets, 38 indoor and outdoor OOH products, and 16 OOH media companies collectively representing close to 80,000 outdoor and indoor advertising faces or screens. The software, developed by RJA, has been designed to allow planners to see just the data they need by building their own reports. They can sort by numerous variables including indoor network, OOH media company, region and market population, to ultimately see the number of ad faces and the average market exposures (circulation) for the various OOH product types. “This overview capability right at our fingertips saves agencies significant time and lets us instantly see the OOH landscape in our clients’ target areas”, reports Sheri Metcalfe, VP Co-managing Director at Jungle Media and Chair of COMB’s Board of Directors. “We love data efficiency and COMB’s new tool delivers!” The COMB Data Report joins COMBNavigator® 2012 version, the outdoor advertising planning analysis and reach-frequency tool launched in November 2011, to create a COMB data suite. The software is easily installed with software and data updates occurring automatically. This eliminates ‘version hassle’ and ensures planners, buyers and sellers are always using the latest data. New data releases occur in April and October of each year.