OUTFRONT MEDIA NATIONAL MEDIA KIT

OUTFRONT MEDIA
NATIONAL MEDIA KIT
As Canada’s leading full-service Outdoor advertising company, OUTFRONT
Media has strong coverage across Canada, built upon over 100 years of
investment in premium locations. Our mission is to elevate out of home
advertising by connecting customers with the best assets, audiences, innovation,
and people – so our advertisers grow and prosper.
www.OUTFRONTmedia.ca
OUTFRONT MEDIA
MEDIA KIT 2015
OUTFRONT Media, Inc. (NYSE: OUT) is the US leader in out-of-home advertising. From Sunset Boulevard to Times Square, our diverse
portfolio includes more than 400,000 digital and static displays in the most iconic and high-traffic locations in the top 25 markets across the
U.S. We are also the advertising partner of choice for major municipal transit systems, reaching millions of commuters daily in the largest U.S.
cities. The scope and depth of our presence provides advertisers with the ability to engage with both mass and targeted audiences at many
touchpoints throughout the day. Our focus on customers has informed many new platforms including OUTFRONT Insider, a community of
consumers that provide feedback on topics relevant to our advertisers, and OUTFRONT Studio, which is our in-house creative boutique.
OUTFRONT Media displays are in more than 180 cities across the U.S., Canada and Latin America
As Canada's leading full-service Out-of-Home advertising company, OUTFRONT Media Canada has strong coverage across Canada
including all of Canada's top 10 markets and in an additional 60+ communities from coast to coast. Products include Digital Bulletins, Digital
Posters, Posters and Street Furniture (Transit Shelters, Map Stands, and Kiosks) and high profile large format Superboards in key locations in
Toronto and Montreal as well as the iconic fully digital Yonge Eglinton Centre which launched November 2015.
WE DELIVER AUDIENCE
Outdoor campaigns can be evaluated against media objectives like impressions, reach or ratings for a deep list of demographic attributes. The
COMBNavigator® planning tool allows us to develop Outdoor plans for a wealth of product usage and consumer profile options. The combination
of mapping tools to select against geo-location parameters and COMB information to analyze against consumer profile data makes Outdoor a
strong strategic tool to assist any advertiser.
WE DELIVER SERVICE
At OUTFRONT Media Canada, we want to make your Outdoor buying experience a simple and effective one. In 17 offices across Canada, our
Account Managers are empowered to represent all of our products in all of our markets, and will work one-on-one with you to make sure your
campaigns run smoothly and are completely turn-key. But it doesn’t end there... our Account Managers are well-supported by an experienced
and committed team of in-house professionals and services, working together to make each of your
campaigns an Outdoor success:
• Ongoing research into the effectiveness of Outdoor, case studies and testimonials
• In-house creative takes your ideas from concept to final artwork
• Mapping and inventory management systems fine-tune location skews
• A digital photo library of over 80,000 images provides inspiration
• In-house production specializes in printing Outdoor products and producing special effects
• In-house operations takes pride in getting campaigns posted and keeping them well maintained
• Proof of performance reports verify delivery
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
OUTFRONT MEDIA NATIONAL COVERAGE
MEDIA KIT 2015
OUTFRONT Media products are located in all of Canada’s top markets and in over
100 communities from coast to coast.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
OUTFRONT MEDIA
MEDIA KIT 2015
RESEARCH SERVICES
Outdoor works and we can prove it!
At OUTFRONT Media, our research department provides campaign support through:
An in-depth library of resource material including case studies, research reports, recall
studies and testimonials,
Industry database access including: COMB Navigator, BBM/RTS, Nielsen Annual Ad
Expenditures, COMB Market Data Reports, and Manifold's Superdemographics.
OUTFRONT Media is proud to be a founding member of the Canadian Out-of-HomeMeasurement Bureau (COMB). COMB sets the standard for measurement of OOH
advertising across Canada. COMB is a national, not-for-profit and has been dedicated to
unbiased, accurate and independent quantitative research since its founding in 1965.
OUTFRONT Media is actively involved with COMB at both the Board and committee levels.
STRATEGIC MAPPING
Client Testimonial: Nespresso
Out-of-Home advertising works. We reach people throughout their day: to/from work or
school, shopping, enjoying leisure activities, where-ever and whenever they’re outside their
home. OUTFRONT Media Canada’s mapping department of GIS specialists and Out-ofHome charting professionals are expert at identifying the best campaign options based on
geographical skews. They marry our inventory locations with GIS attributes to generate the
best combination of products and locations for your campaign needs.
OUTFRONT Media’s SMART mapping system makes demographic and product usage data
mappable. This alone or in combination with destination databases, helps fine-tune location
lists to boost the impact of an Outdoor campaign.
We utilize Manifold Data Mining’s “Superdemographics” to map:
• Demographics (age, gender, income, occupation, education)
• Lifestyle (leisure activities, lifestage, psychographics)
• Product usage (consumption and purchase behaviour)
• Retail behaviour
We maintain Destination Databases:
• OUTFRONT Media’s Mapping department also maintains over 600 destination databases:
restaurants, stores, leisure & financial destinations and are able to work with or create
custom destination databases upon request.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
OUTFRONT MEDIA
MEDIA KIT 2015
OUTFRONT STUDIO
OUTFRONT Studio is our in-house creative boutique for designing advertising
campaigns. We offer speculative artwork, the preparation of production-ready art for
clients who need it, and an audit service to help clients and agencies evaluate the
effectiveness of their creative before it goes into production. The experience of our
creative personnel and our understanding of the Outdoor medium allows us to assess
creative on key issues of legibility and clarity before the ad materials hit the street.
•
•
•
•
Speculative artwork
Preparation of production-ready artwork
Pre-production audit service
Consultations
IN-HOUSE PRODUCTION
OUTFRONT Media is the only Out-of-Home media company in Canada that owns
and operates a full service in-house production facility. Our 60,000 square foot print
production plant in Toronto houses lithographic and digital presses as well as a
dedicated staff of print management professionals, who are well versed in all
aspects of Out-of-Home media.
We provide quality products, excellent customer service and competitive pricing. We
stand behind our products and commitments to deliver successful campaigns and
support to our valuable customers. We work together with our Operations and Media
departments to ensure your project is produced and delivered just right and on time,
with maximum impact!
IN-HOUSE OPERATIONS
OUTFRONT Media is the only Canadian Outdoor supplier with its own dedicated
operations team that looks after all aspects of installation and maintenance. We take
pride in making sure that advertising is posted and maintained properly throughout
the duration of your campaign.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
WHY OUT-OF-HOME?
MEDIA KIT 2015
WHY OUT-OF-HOME ADVERTISING?
“The billboard is a tremendous medium
for getting attention, especially during an
economic recession when the
advertising dollar is precious. Since
billboards cannot be switched off like
television commercials, they have the
potential to reach millions for
the lowest cost per viewer.”
- Wei Yew
Excerpt from Gotcha Twice!: The Art of
the Billboard 2
That’s where the people are!
It’s that simple. Statistics Canada’s most recent reports on commuting times show a
continued increase in time spent on the road, 65 minutes round trip in 2010 - up 10%
since 1998. Research on how consumers spend their time, conducted by Canadian
Facts, showed that 53% of Canadians’ active time is spent outside the home and
33% of their ad exposure each day was to Out-of-Home messaging.
Outdoor reaches consumers 24/7 – during their daily commute, on their lunch break,
to and from shopping and en route to leisure activities. Out-of-Home is often the last
message a consumer receives before making a buying decision.
WHY NOW?
Out-of-Home is the last mass-reach medium. Beyond fragmentation and self selection
is an emerging marketplace that is redefining how we interact with media and content.
As the traditional media model gets reconfigured, Outdoor becomes the ONLY mass
media choice. We are always there and we are always on!
OUT-OF-HOME MOVES CONSUMERS TO ACTION!
76% of Travelers Notice
Outdoor (Billboard) Ads
“I saw an OOH ad which prompted me to...
41%
...go to a website for more info.”
36%
...visit a specific store.”
33%
...attend a special event or show.”
...become interested in a new brand.”
...purchase/seek info about an existing…
Always Notice
Always Notice
...purchase/seek info about a new product.”
76%
Always ignore
...visit a specific restaurant.”
Often avoid
Source: 2006 Day in the Life Study: 2,590 interviews with urban Canadians age 12+
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
30%
28%
27%
26%
MEDIA
MEDIA KIT 2015
Posters
OUTFRONT Media Posters (10’ x 20’) deliver large billboard impact with strong market coverage,
providing an ideal opportunity to be both strategic and impactful. Posters’ standard 10-sheet
printing process can be leveraged to employ cost-effective customization within the production
process – change just one segment of the design to target particular areas or customers.
Tri-Visions
Our Tri-Visions are the same size as a Horizontal Poster (10’ x 20’) and do not require special
production. Locations tend to be in high demand areas, with high circulation. Each face is still for
3 seconds before turning to the next face. Faces can be used individually or booked as a loop to
use strategically with 3 messages. Research conducted in Canada is consistent with results from
studies in Europe and the US, showing that the movement of the Tri-Vision increases noticeability
by approximately 28%.
Backlights
Used on their own or added to a more extensive Outdoor campaign for added impact –
OUTFRONT Media Backlights stand out. The combination of rear illumination, vivid colour and
premium locations in the busiest areas of the city and along key traffic routes, means Backlights
deliver high impact messaging opportunities and dramatic creative effects. Try an opaquing
technique to create a unique daytime/nighttime message.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
MEDIA
MEDIA KIT 2015
Superboards
More than twice the size of a Poster, and located in high traffic locations or intersections,
Superboards can be used to generate huge impact on their own or in conjunction with another
Outdoor product. Printed on vinyl, Superboards deliver high production quality and are reusable,
so creative can be moved from one board to another to increase reach and campaign duration, or
can be stored and reused for subsequent flights.
Permanents
Permanents are the WOW factor in Out-of-Home. Locations are so high profile that they often
exceed their function as an advertising platform and become branded landmarks!
Size varies depending on location but is always large and prominent. Located in high traffic areas,
they are coveted and often used for long term campaigns in which an advertiser wants to
dominate a critical pathway within a city or major highway.
Wall Banners & Murals
Wall Banners and Murals are available in downtown Toronto only. Their size combined with their
urban locations makes them a dynamic part of the city. They can be used to add a guerilla
element to an Out-of-Home campaign, working with city structures to provide impact in sometimes
unexpected places. The vinyl-printed Wall Banner offers the benefit of reusability, but the hand
painted mural offers a tease and reveal effect as the creative is completed.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
MEDIA
MEDIA KIT 2015
Street Furniture
Street Furniture provides entry into residential areas sometimes not available to other Outdoor
formats, delivering unparalleled reach and geo-demographic targeting opportunities. Ad faces are
predominantly backlit, creating additional drama at night and lending themselves to special
effects like opaquing, extensions and decaling.
Digital
An integral part of today’s dynamic urban landscape, our growing nationwide digital portfolio of
key locations in strategic markets, provides advertisers with a compelling platform to use the
strengths of Digital Out-of-Home to engage, entertain and inform consumers while they are on
the move. Digital takes creative flexibility to a whole new level allowing for numerous designs that
can change or rotate by day, time of day or even type of day.
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
SALES OFFICES
OUTFRONT Media Toronto
(Head Office)
377 Horner Avenue
Toronto, Ontario
M8W 1Z6
Tel: (416) 255-1392
OUTFRONT Media Mississauga
377 Horner Avenue
Toronto, Ontario
M8W 1Z6
Tel: (416) 255-1392
OUTFRONT Media Oakville
377 Horner Avenue
Toronto, Ontario
M8W 1Z6
Tel: (416) 255-1392
OUTFRONT Media Brampton
377 Horner Avenue
Toronto, Ontario
M8W 1Z6
Tel: (416) 255-1392
OUTFRONT Media Hamilton
Hamilton, Ontario L9G 2X1
Tel: (905) 304-9380
OUTFRONT Media Vancouver
1451 Adanac Street
Vancouver, British Columbia
V5L 2C4
Tel: (604) 630-1090
NATIONAL MEDIA KIT 2015
www.OUTFRONTmedia.ca
MEDIA KIT 2015
OUTFRONT Media Edmonton
11703-170 Street
Edmonton, Alberta
T5M 3W7
Tel: (780) 496-9458
OUTFRONT Media Barrie
691 Dunlop Street West
Barrie, Ontario
L4N 9W9
Tel: (705) 726-4822
OUTFRONT Media Montréal
2200 Bennett Ave.
Montréal, Québec
H1V 2T5
Tel: (514) 251-2500
OUTFRONT Media Calgary
1440 28th Street N.E. Bay 8
Calgary, Alberta
T2A 7W6
Tel: (403) 235-6194
OUTFRONT Media Collingwood
9 Shannon Court
RR#2 Collingwood, Ontario
L9Y 3Z1
Tel: (705) 445-3129
OUTFRONT Media Québec
2305 Cyrille-Duquet
Québec, Québec
G1N 4L7
Tel: (418) 687-0562
OUTFRONT Media Saskatoon
127 Cardinal Crescent
Saskatoon, Saskatchewan
S7L 6H5
Tel: (306) 244-6114
OUTFRONT Media London
533 Consortium Court
London, Ontario
N6E 2S8
Tel: (519) 681-4888
OUTFRONT Media Maritimes
90 Trider Crescent
Dartmouth, Nova Scotia
B3B 1R6
Tel: (902) 468-1513
OUTFRONT Media Regina
1535 D McAra
Regina, SK
S4N 6H4
Tel: 306-757-0609
OUTFRONT Media Ottawa
565 Industrial Avenue
Ottawa, Ontario
K1G OZ1
Tel: (613) 733-0177
OUTFRONT Media Winnipeg
21 Bunting Street
Winnipeg, Manitoba
R2X 2P5
Tel: (204) 925-9010
OUTFRONT Media Kingston
565 Industrial Avenue
Ottawa, Ontario
K1G OZ1
Tel: (613) 733-0177
OUTFRONT Media Thunder Bay
700 Hazelwood Drive
Thunder Bay, Ontario
P7G 1Y4
Tel: (807) 767-3747
OUTFRONT Media Windsor
1785 Walker Road
Windsor, Ontario
N8W 3P2
Tel: (519) 253-6560