New COMMB member initiates ‘moving billboard’ category

The Canadian Out-of-Home Marketing & Measurement Bureau (COMMB) has launched a new “moving billboard” category within its out-of-home (OOH) market, in light of new member Hilite Outdoor. Photo courtesy Canadian Out-of-Home Marketing & Measurement Bureau

The Canadian Out-of-Home Marketing & Measurement Bureau (COMMB) has launched a new “moving billboard” category within its out-of-home (OOH) market, in light of new member Hilite Outdoor. Photo courtesy Canadian Out-of-Home Marketing & Measurement Bureau

The Canadian Out-of-Home Marketing & Measurement Bureau (COMMB) has launched a new “moving billboard” category within its out-of-home (OOH) market, in light of new member Hilite Outdoor.

Based in Toronto, Hilite Outdoor operates digital car tops across Canada. Founded in 2019 and launched in 2020, it is one of the first companies to bring this type of media to the country’s OOH landscape.

Hilite Outdoor’s approach to hyper-local messaging allows advertisers to reach consumers in areas where other digital OOH resources are limited. Its products are tapped into Hivestack and Vistar for programmatic ad delivery, and it has mapped neighbourhoods within key markets for targeted demographic, lifestyle, and behavioural impression delivery. Hilite Outdoor also has a real-time GPS feed, which COMMB can leverage to output audited impression calculations.

As a member of the organization, Hilite Outdoor will receive exclusive access to its data, platforms and tools, and member services.

“Hilite Outdoor is ecstatic to be a member of COMMB,” says Solomon Misghina, the company’s CEO. “This membership drives validity to a first-in-market product in the Canadian landscape by offering buyers and planners peace of mind that our impression delivery is COMMB audited. We cannot wait to see what the future holds.”

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