After doubling its venue and audience numbers in the past 12 months, Canadian Health Media Network now covers all provinces with a single-source media planning and buying DOOH platform for health and wellness-focused advertisers.
CHMN is a collective of independently operated national and regional health and wellness networks, all using a common, shared sales and marketing team and standardized metrics that make it easy for media planning professionals to develop effective and efficient campaigns.
“Bringing CHMN’s operating footprint and audience size to where it now sits is an important step, not only for the network and its affiliates, but the DOOH industry in Canada as a whole,” says Ed Voltan, CHMN CEO. “We now have a national network using what we believe are credible, easily grasped audience metrics that line up with how other media is bought and sold.”
Fundamental to CHMN is the adherence to a set of DOOH Audience Metrics Guidelines. The guidelines address the fundamentals of traditional media planning (reach and frequency), while also tackling the uniquely nuanced challenges of measuring audiences exposed to DOOH venues, such as average dwell times and content loop lengths.
“Basic common sense metrics that, at least minimally, elevate this medium to apples-to-apples comparisons with traditional media, are essential for the media planning and buying process,” says Voltan, who hopes CHMN’s efforts spur other DOOH networks in Canada to follow suit. “Many of the industry’s larger Out-of-Home players – who are transitioning from static to digital boards – are avoiding or ignoring the effects of dwell time and loop length on their previously accredited audience measurements. This practice is disingenuous, and does a disservice to the industry as a whole.
“The medium has immense potential, but full acceptance with media planning pros will only come when we, as an industry, neuter any objections about dubious metrics and get to the real conversation. That’s about how Digital Out- of-Home media delivers context in programming, and reaches people at impactful moments.”
CHMN exclusively represents roughly 95% of the medical waiting rooms in Canada that currently have DOOH networks running in them. Typical venues include multi-practice medical centres, primary care facilities, family health centres, group health centres and hospitals, as well as medical labs, x-ray and ultrasound clinics.
“Our research is consistently showing competitive levels of ad recall, with particularly strong evidence that health and wellness advertising is very effective when delivered in a healthcare environment,” says Voltan.