The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has announced the expansion of its membership base, welcoming Quividi’s partner Cineplex Media as its newest media owner member. 

With Cineplex Media’s mall network now officially accredited, featuring over 750 screens across 96 shopping destinations, COMMB introduces its first Mall Measurement Methodology, marking a significant advancement in digital out-of-home (DOOH) audience measurement.

Cineplex Media is leading the way in footfall detection with its integration of the Quividi Audience Measurement Platform.  Quividi AI-driven technology accurately counts human impressions near screens, ensuring reliable and transparent reporting for advertisers while upholding strict privacy standards for audiences.

Combined with the implementation of COMMB’s new mall measurement methodology, this method is a first of its kind within the COMMB space.

Farrokh Mansouri, Head of Data Science at COMMB, shared his enthusiasm for this milestone: “Cineplex Media’s membership with COMMB and the integration of AI-based technology into place-based measurement represents a significant leap forward in the industry. By leveraging this technology to enhance the accuracy of out-of-home (OOH) measurement, we are paving the way for significant advancement and ushering in a new era of DOOH measurement that benefits both media owners and advertisers alike.”

Vanessa Benfield, Senior Vice President, Media Sales at Cineplex Media, added: “Our membership and collaboration with COMMB marks a significant milestone for Cineplex Media as we continue to enhance our audience measurement capabilities across our networks. This partnership underscores our dedication to providing advertisers with accurate, privacy-compliant, and now COMMB-accredited measurement and reporting. By pioneering this advanced measurement methodology, we are not only improving the precision of our data but also establishing a new standard for transparency and accountability in the DOOH space.”