Research
Research is an important part of our client service culture. PATTISON Outdoor is committed to providing our clients with valuable research to validate your Out-of-Home media buying decisions.
Over the last 2 years we have invested heavily in advertising recall studies of client brand campaigns on Posters , Transit Advertising , Train Wraps and Station Dominations . In over 90 advertiser product categories the results are clear ... Out-of-Home Advertising works to build brands and increase sales.
We actively participate in industry driven research initiatives and frequently collaborate with other Out-of-Home companies.
Industry Research
As members of the Outdoor Marketing Association of Canada (OMAC) we serve on the research committee and provide input for studies like OMAC’s two Day in the Life of Urban Canadians. These studies provide insight into the typical daily activities of urban Canadians. They quantify how time is spent outside the home – effectively demonstrating the increased opportunity to see multiple Out-of-Home advertising campaigns.
Competitive Research Partnerships
PATTISON partnered with CBS Outdoor, Lamar Advertising and Metromedia Plus to create an industry first, the Canadian Transit Reach and Frequency Model. It is the culmination of three years of investment and development and provides advertisers with a single-source for transit planning.
In addition to providing reach /frequency for interior and exterior transit media products, the program utilizes demographic data, product usage information, lifestyle & media habits , all sourced from BBM’s return-to-sample study. The program provides advertisers with the ability to fine tune transit advertising campaigns to a unique target audience.
Another joint venture partnership with CBS Outdoor and Astral Outdoor was a study using eye-tracking technology that demonstrated how drivers and passengers actually see outdoor advertising and more importantly how much they recall after a single exposure.
General Population Research
Statistics Canada is another source of data that PATTISON utilizes. StatsCan data indicates that the average Canadian’s commute, to and from work, has increased to over an hour a day. That equates to 12 full days commuting in a work year!
Industry Participation
We are the only Out-of-Home company with membership on the board of directors of Advertising Standards Canada and its national and regional Consumer Response Councils. We are a founding member of OMAC , the Outdoor Marketing Association of Canada and COMB , the Canadian Outdoor Measurement Bureau.
All of the research is used to support an advertiser’s choice to make Out-of-Home advertising a part of their marketing strategy. Contact a PATTISON Account Executive today to talk about your business needs and challenges, let us show you that Out-of-Home advertising can work for your advertising campaign.
