Analytics

PATTISON Research has a wide variety of resources to help you feel confident and secure while planning your campaign. Couple that with an experienced team with diverse skillsets, we are here to support you no matter what questions arise during your media buy process. We also conduct relevant industry research to help with elevating the knowledge of OOH as an industry across Canada through our annual market tracker study.

PATTISON’s Mapping Department uses specialized software and GIS technology to assist Advertisers in effectively targeting their advertising campaigns. These maps can be customized to show reference points such as: geo-demographic targets, landmarks, entertainment or financial districts, advertiser’s store locations or competitor’s store locations and more.

PATTISON utilizes ARIMA, a market intelligence tool that helps us make data-driven decisions for your OOH campaign. It supports audience targeting, persona building, location intelligence, media synergy, and optimized buying, allowing us to recommend the best PATTISON locations for your campaign. With over 7,000 audience attributes, ARIMA profiles PATTISON 23,000 placements to assess audience types and strategically optimize reach. Its mapping feature displays audience density through heat maps, highlighting areas with the highest concentration. By factoring in key points of interest and proximity, we can refine placement recommendations based on where audiences live and travel.

By using Environics Analytics, a leading data, analytics and marketing services partner specializing in insights and solutions that help understand target audiences and make data-driven decisions. PATTISON can provide a data offering specializing in segmentation, geospatial analytics, consumer profiling, mobility data analytics, and data integration, using extensive data from sources like surveys and census data. Their key tool, "PRIZM," categorizes Canadian neighbourhoods into lifestyle clusters based on demographics and behavior. Environics helps us identify optimal store locations, target marketing campaigns, and create detailed customer profiles for better engagement and strategy.

PULSE by PATTISON, our leading industry planning platform, is the first of its kind developed in-house in Canada. This tool allows for strategic audience planning designed to target audiences who have the opportunity to be exposed to transit advertising across the country. Our tool allows you to identify over-indexed transit systems that efficiently target your audience down to the postal code level. It creates plans based on various weight levels including GRP, # of assets, duration and budget. While optimizing your plan by bus garage, it adds more value to your plan to stretch your ad dollars even further.

At PATTISON, we conduct an abundance of proprietary custom research in-house with our expertly trained analysts to provide our clients with comprehensive campaign insights which enables them to make more strategic, data-driven decisions when planning their next OOH campaign with us. Our campaign evaluation studies cover competitive brand landscape insights, brand awareness lift, brand consideration lift, call to action, retention measurement, purchase intent, purchase drivers, conversions and creative review.

Our Foot Traffic Attribution (FTA) offering is the process of tracking and analyzing the movement of people to physical locations, such as retail stores, shopping malls, or other venues, in relation to marketing efforts (e.g., OOH campaign). It helps businesses understand how their OOH campaign can influence the number of people visiting their physical locations. This study measures the incremental lift in store visits through unexposed and exposed groups before, during, and after the OOH campaign using mobile/GPS location data. Giving our clients even more insight into the success of various OOH placements in their campaign mix, leading to more informed future planning initiatives.

PATTISON’s OOH Impact Studies offer clients a unique measurement opportunity with our data partnership with ARIMA. This helps to provide fast results with comprehensive modelling to include factors such as Key Performance Index data (sales, footfall or search), OOH media contribution, and economic conditions to give a robust view of overall impact. It allows for measurement of advertising performance and effectiveness by time, providing insights into lift, conversion and carry-over effect. This modelling allows us to leverage advanced analytics to provide invaluable insights into campaign performance, enabling businesses to optimize their OOH marketing strategy for maximum impact.