Reaching the Canadian Young & Affluent

Gail Chiasson, North American Editor

Indoor advertising is very effective at driving young urban consumers to take action within a very short three month time period.

It’s one of the facts in Montreal-based NEWAD’s Summer 2009 Snapshot, a free quarterly research publication that highlights the benefits of using indoor advertising and focuses on the perception and behaviour of young urban Canadians towards this media.

Montreal-based NEWAD, which offers more than 20,000 advertising faces – including 500 digital screens – in 2,500 advertising locations across Canada in restaurants and bars, health and fitness centres, and colleges and universities, regularly runs surveys, in association with established research houses, to help its advertisers better understand how to reach the elusive young adult consumer.

NEWAD Snapshots are research summaries on specific themes related to the consumption habits and behaviours of the firm’s target audience: the Young & Affluent. Statistical information in the 2009 Snapshots come from various industry sources and from proprietary research studies conducted among 15,000 respondents by NEWAD in conjunction with Ipsos.

NEWAD’s recent Snapshot of those aged 18 to 34 years old and living in large urban areas shows that these active consumers spend a fair amount of time outside their home each day (9.2 hours on average, which represents 56% of their active time) and pay little attention to advertising in traditional mass media.

About 60% of these young urban consumers agree that indoor advertising is an interesting way for them to learn more about a product or service.

Results from a TNS Canadian Facts survey show that many young urban adults visit eat-in restaurants (81%) and bars/pubs/nightclubs (44%) each month and that most of them (80%) have noticed framed advertising in the washrooms of these venues.

The new Snapshot shows that indoor advertising is the perfect complement to any traditional media campaign targeting young urban adults. Not only does it extend the reach of a campaign, it also creates synergy when it comes to purchase intents towards the brand. A study conducted by Ipsos-ASI for an unnamed major Canadian brewer showed that investing only 2% of the TV media buy in indoor advertising led to a 15% increase in the reach of the total advertising campaign among the primary target group.

In addition to its regular indoor advertising, NEWAD offers different types of electronic boards, ranging from Electroluminescent Boards (electroluminescent paper emits lighting that can be programmed to illuminate certain parts of the ad) to eBoards, digital out-of-home screens with wireless connection playing video/animation and sound.

These eBoards are particularly appreciated and well perceived by young urban adults. According to a recent study conducted for the Rexall Edmonton Indy 9 race, 96% of male resto-bar patrons interviewed said they liked them.

Among other key findings of the summer 2009 Snapshot is that the great majority (78%) of young urban adults usually read the content of indoor advertising.

According to an Ipsos-Reid study, young urban adults who visit establishments belonging to NEWAD ’s Restos & Bars network are mainly aged between 18-34 years old (73%) but, compared to the total urban Canadian population 18-49; a greater proportion of them are single (62% vs. 37%); have a university degree (46% vs. 34%); and hold a high power job (75% vs. 56%). They also have a significantly higher personal income than the average urban Canadian 18-49 ($47,796 vs. $42,199)11. In fact, the combined purchasing power of these Young & Affluent consumers reaches an impressive CA$164 billion a year. These Young & Affluent adults lead a very active social life and care about their physical appearance. This explains why a significant proportion of them can also be found in health and fitness centres.

NEWAD has offices in Montreal, Toronto, Vancouver, Edmonton, Calgary, and Moncton. The company was the first targeted indoor advertiser to be a member of the Canadian Outdoor Measurement Bureau.

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