Case Study: COMMB proves out-of-home advertising effectiveness during Covid with Spotzi

Canadian Out of Home Marketing and Measurement Bureau (COMMB) - Customer Case Study

The Canadian Out of Home Marketing and Measurement Bureau (COMMB) faced a challenge when the Covid-19 pandemic and subsequent lockdowns dramatically shifted public movement patterns, making it difficult to prove the ongoing effectiveness and reach of out-of-home (OOH) advertising locations to their clients. They partnered with the location data vendor Spotzi to find a solution.

Spotzi implemented a solution that created geofences around over 10,000 OOH locations across Canada. Using privacy-compliant mobile location data, Spotzi developed a specialized Visitation Index and a curation model that accounted for seasonality and events to normalize the data against a pre-lockdown baseline. This allowed COMMB to accurately show advertisers the performance of each location via an intuitive Spotzi Dashboard, proving that many screens and billboards were still being seen despite the changed conditions.

Canadian Out of Home Marketing and Measurement Bureau (COMMB)