Travel Update: Roadway Traffic Climbing in Late August
Traffic on roadways continues to increase as the Summer months wind down, and we begin to approach Fall. As Canadians prepare for workplaces and schools reopening, through shopping, commuting, or making local trips, traffic passing by our Out-of-Home displays is increasing as we head into September.
PATTISON’s granular traffic data of mobile devices passing by 24,000 geofenced displays shows the upward trajectory of traffic continues.
|PATTISON Markets||% of Normal Traffic
(Average Traffic as of August 24 to August 30, 2020)
1. Roadside Traffic is Increasing
The average traffic passing by PATTISON’s OOH displays has increased to 76% or more of normal levels as of August 30¹. Indications are that this pattern of increased driving taking place on our roadways will continue.
2. Preference for In-Store Shopping Grows
As sectors of the economy reopen and government benefits continue, Canadians are out-and-about and on the road shopping.
A major factor for consumers driving during this shopping season is the inclination to shop in-store, with 75% of Canadians stating they prefer to shop for the majority of their needs at physical retail locations².
In preparing for back-to-school and the reopening of workplaces, the top categories Canadians are spending on include office and education supplies, household purchases at grocery stores, home & garden needs along with health and beauty essentials.
3. Out-of-Home Advertising Reaches Consumers On the Road Shopping
With travel and in-store shopping on the rise Canadian businesses have the opportunity to reach Canadian shoppers in the moments that matter.
With out-of-Home advertising, businesses and brands can reach consumers when they are in a receptive state of mind, while they drive to stores to hunt down the latest product, best price, greatest variety or top value.
Promote the availability of your store offerings and location to consumers who may not be aware, but are interested to travel to and shop where their trusted products are offered.
Outdoor advertising gives brands and businesses the flexibility and ease to engage consumers where they live, travel and play.
Reach shoppers with Exterior Transit advertising, which targets drivers travelling from their home to local stores. Transit advertising moves through all corners of the city, including neighbourhoods and shopping plazas where consumers are making frequent, and multiple trips.
Classic and Digital Posters are well-placed at high-traffic intersections and offer advertisers multiple touch points to promote and remind shoppers along their consumer journeys about relevant products, selection, pricing and businesses services available to them in their hometown.
Take advantage of the 24,000+ OOH advertising locations PATTISON Outdoor offers across Canada. Find locations near your business, or near a point of interest for your target audience, contact us today.
PATTISON’s Traffic Report shows the national average has climbed to 76% of normal levels for the week of August 24 to August 30, 2020. Traffic is steadily increasing with most markets reporting above 75% of normal levels.
To view the full report, click to download here.
¹Pelmorex Location Insights data is taken from January 1st to August 30th, 2020. An average daily total visits between January 1st to March 15th, 2020 was used as the baseline. *The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st to August 30th, 2020
²Google commissioned Ipsos COVID-19 tracker, CA, n=1000 online consumers 18+ per market. July 30 – Aug 2