PATTISON Outdoor Advertising’s latest mobility insights report, the first of its kind within the industry, shows the daily population movement across Canada remained healthy and stable between October 2020 through to 2021, compared to the previous year and amid changing lockdown measures. The Fall data is a strong indicator to advertisers that Out-of-Home media continues to provide optimal opportunities for consumers to view the products and services they seek.
PATTISON’s 24,000+ geofenced Outdoor displays across the country, as well as thousands of buses and streetcars in over 32 markets offer brands and businesses an unrivalled way to connect with Canadian audiences where they are in markets both large and local.
Report Findings Dispel the Impact Lockdown Measures Had on Weekly Traffic
The monthly trends, which show time spent outdoors remained constant during the Fall period, at 80-85% of the previous year’s levels, reflect population movement that is dynamic, presenting a significant opportunity to brands and businesses looking to connect with consumers. Recent changes like provincial curfews positively increased audience exposure to Out-of-Home displays over the holiday season, with a noticeable spike in time spent in public in weeks 51 to 52 as consumers both prepared for the holidays – with last minute shopping and travel to see family – and sought to compress their out-of-home activities in response to new orders.
Included in the comprehensive report is a chart showing the minimal impact the 8 PM closings and curfews had on overall population movement outside of the home, as well as findings to show how changes transformed the weekly ridership on notable public transport systems like the TTC over the Fall period until the first week of January 2021.
Constant movement patterns over the period continue to indicate a strong opportunity for advertisers to engage their audiences with a wide range of Out-of-Home touch points along the ongoing and essential customer journey. From roadside Billboards and Exterior Transit ads, to highway Digital Superboards and more, brands and businesses can reach Canadians in their local communities, at scale. Contact us to learn more.
• Key Insights
• Out-of-Home Planning in 2021
• Population Movement Activity Overall and By Market
• Implications of 8 PM Closures, Curfews & Heightened Lockdowns
• Impact of Provincial Measures on TTC Ridership