5
minute read
December 19th, 2022 | by PATTISON Outdoor Marketing
Out-of-Home advertising is the perfect place for the online world to meet the physical one. Streaming services have steadily become the go-to option for many Canadians when it comes to choosing what to watch. In recent years, more and more companies are clamouring for space in the increasingly shrinking digital media landscape. Out-of-Home advertising is proving to be the top arena to be seen in.
As Canadians continue to cut the cable cord and turn to digital streaming services for their choice entertainment, it’s become difficult for brands to reach an audience at scale with traditional TV. Especially when roughly 61%1 of TV viewers are likely to multitask during commercial breaks. Online ads are often viewed as interruptive. With viewers ignoring ads or blocking them entirely with ad-blockers. And without the ability to advertise on competing services there’s really only one major space left to dominate. Out-of-Home.
“Out-of-Home advertising is the perfect place for the online world to meet the physical one.”
Subscription services have already seen the writing on the wall and in some cases, become the outdoor advertising on walls and signs. In 2018, Netflix bought up permanent real estate along the Sunset Strip in Hollywood. An iconic location for both films and film stars, now peppered with billboards solely for Netflix and its ever-growing catalogue of original productions. Amazon Prime Video didn’t wait much longer to follow suit, buying up boards in Culver City, California. Disney Plus used extensive OOH coverage for its launch day which helped them gain 10 million subscribers in the same day2. It is evident that OOH is a huge channel for streaming services. Not only with the initial roll out of advertisements for the service itself, but then their catalogue of films and shows.
Within Canada, streaming services have been making waves in major cities across the nation. To advertise the highly-anticipated Rings of Power from Amazon Prime Video, the company dominated Toronto’s Bloor-Yonge Subway Station and included a full TTC Subway Train Wrap. Above ground, Prime took over a TTC Streetcar and rode through Toronto’s Middle Earth in style. The campaign successfully drove awareness with 1 in 4 Torontonians who recall seeing the advertisements3. Furthermore, 69% took a consumer action after seeing the campaign3, such as watching the show, the trailer, adding it to their watchlist and even searching online for more info.
It’s not just Amazon though. Paramount Plus has been regularly advertising their new line-up like the TV adaptation of Halo, the addition of new movies like Sonic the Hedgehog 2 and the streaming platform itself. Others making their mark include Disney+, Apple TV Stack TV, Hayu and more. You can see how busy they’ve been in one of our latest videos!
“A great campaign in the right location can grab the attention of commuters, office workers, and those out and about several times on their trip.”
Nearly two-thirds of streaming service subscribers, 64%4, find that OOH advertising is a great way to learn of new services. Following that, over 1 in 3 find that well designed posters can even improve an urban landscape. And 41%4 find that large screens and boards help brands stand out from the crowd. This makes OOH a natural fit for catching the attention of potential viewers and can even brighten their day with a creative poster or thoughtful installation. With careful consideration of the material being advertised, clever contextual campaigns can really turn heads. Which is important because streaming service subscribers are 12%4 more likely than the average Canadian to switch over or buy into a new service.
A great campaign in the right location can grab the attention of commuters, office workers, and those out and about several times on their trip. Repetition is a key way to build awareness and create conversion. If a streaming service subscriber works from an office and sees a new show advertised on their way in and again on their way home, there’s a good chance they will remember it. 39%4 agree that they often notice OOH advertising while waiting for transit making transit advertising an effective channel. With immersive consumer experiences such as a Station Domination or a Streetcar Interior Takeover, streaming services can ride with commuters, leaving a lasting impression.
Whether it’s a new service announcement, a re-branding, or the launch of the next biggest film experience, OOH is the place to be. PATTISON’s team of Account Executives will help brands and businesses find their target audience with pinpoint accuracy. From National campaigns with massive coverage and reach to small, targeted audiences, you can count on PATTISON. Contact us today or try our Live Chat feature to speak to a representative and ask questions. Now is the time to plan ahead for 2023 and dominate the airwaves.
Sources:
1 Infillion Research Report: The Consumer-Defined Future of Streaming is Here
2 The Verge: Disney+ surpasses 10 million subscribers on first day – The Verge
3 PATTISON Monthly Recall Tracker Study, n=402 interviews condeucted within the Toronto CMA among the General Population in September 2022 via Dynata online panel.
4 Vividata Fall 2022. Canada 18+ vs. Watch subscription services (e.g. Netflix, Crave TV, Amazon Prime Video, etc) Fieldwork: July 2021 – June 2022
Powering Canada’s Out-of-Home advertising with 24,000 Out-of-Home displays across the country and counting,
we connect brands and businesses with Canadians in their local communities, at multiple touchpoints.
Reach out to us to find key Out-of-Home placements for your product or service in markets across Canada.
Powering Canada’s Out-of-Home advertising
with 24,000 Out-of-Home displays across
the country and counting,
we connect brands and businesses with Canadians in their
local communities, at multiple touchpoints.
Reach out to us to find key Out-of-Home placements for
your product or service in markets across Canada.