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Welcome to a new season of OOH Insider! In this episode, Amanda Dorenberg, President of COMMB, discusses the relationship between measurement and marketing. How can static be used in the digital world? What best practices to advance creative growth within the industry?

COMMB (Canadian Out-of-Home Marketing & Measurement Bureau) is a national, not-for-profit, organization made up of OOH operators, advertisers, and advertising agencies. They provide accurate audience measurement data and planning resources.

Takeaways

• In out of office advertising, measurements and marketing share a symbiotic relationship. If the two are managed within separate organizations, then it becomes difficult to drive comprehensive messaging as an industry.
• There is a misconception that, at this time within the pandemic, no one is leaving their home except for the essentials in Ontario. There needs to be more consistent communication while touching local, regional, national and international outlets.
• Static is more than digital out-of-home and programmatic digital out-of-home. Its voice, trust factors and efficacy plays a huge role in the digital era.
• Trust your instincts to do good marketing. Sometimes we get lost in the metrics because they are tangible. Use the data and measurements to create a feedback loop rather than comparing to online adverts.
• “There has got to be a really strong voice in the marketplace that has the ability to compel both brand direct and major agencies to listen to what is being positioned. And to fuel that desire to be inquisitive.” ~Amanda Dorenberg

Links

• LinkedIn: https://www.linkedin.com/in/amanda-marie/
• COMMB: https://www.commb.ca  
• The Power of Static OOH In The Digital Era: https://www.forbes.com/sites/forbestechcouncil/2021/04/27/the-power-of-static-ooh-in-the-digital-era/?sh=4426bba82d22
• COMMB Talks: https://www.commb.ca/talks/

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