The Out-of-Home Marketing Association of Canada [1] has announced new resources to aid in the planning of OOH campaigns in Canada, including digital out-of-home.
“Media planners are time-starved and these new tools have been designed to provide them with market intelligence at their fingertips,” says Rosanne Caron, OMAC president
The three tools include:
- OOH Product Guides – are an at-a-glance summary of OMAC member company product offerings grouped by OOH format and provider and organized by the top 21 CMA’s in alphabetical order. Within seconds, a planner can determine the availability of static and digital networks, products and special offerings in each of the country’s largest CMA’s.
- Market Overviews – help planners to overcome the hurdle of planning OOH in an unfamiliar market. OMAC has created market profiles for Vancouver, Calgary, Edmonton, Toronto and Montreal.
Users will gain insight into the nuances of a particular city such as geographical distinctions, commuting patterns and times, modes of transport and volume of travelers.
- The Interactive Mapping tool – allows users to select and view the geographical coverage of multiple operators and products/networks in a single market, on one map. New in 2013 is a detailed breakout of digital OOH networks, reflecting the significant growth in this type of inventory. These maps are available for Vancouver, Calgary, Edmonton, Toronto and Montreal.
The mapping tool reflects OMAC member company inventory only, as of April, 2013, and includes Astral Out-of-Home, CBS Outdoor, Lamar Transit, Cogeco Métromédia, Newad, Pattison Outdoor, Titan, and Zoom Media.
These resources are available 24/7 at omaccanada.ca [2] to help media planners develop OOH campaigns.