Passive and accurate, GPS technology captures continuous movement, enabling COMMB to track and understand how consumers’ travel patterns impact exposure to outdoor advertising.
Using in-car GPS technology, COMMB studied Canadians’ driving patterns over seven years in five Canadian markets. In total, over 265,000 kilometres were tracked, generating 980,000 exposures to COMMB-approved outdoor advertising. By analysing the frequency of exposure, statisticians have integrated the study data into the COMMBNavigator® reach-frequency model resulting in a new standard of reach-frequency accuracy.
COMMB GPS-based travel research steers decision to modernize the outdoor advertising ‘GRP’.
In 2011 and 2012, COMMB deployed GPS travel studies within the census-metropolitan-areas (CMA) of Toronto, Montreal and Vancouver and surrounding areas of 100-kilometres. Consumers residing outside of the CMA borders were the focus of the studies as COMMB sought to understand how frequently non-residents travel into the CMA areas. The resulting data was analyzed by COMMB and the COMMB Research Committee to determine in-market factors used for calculating outdoor GRPs. Details of the study and the resulting in-market methodology can be found in COMMB Updates Outdoor In-Market Factors.