The most promising media for growth
The health crisis has profoundly changed the habits of Quebecers. This new reality, combined with the development of technological possibilities, has led to a small revolution in out-of-home advertising, making it one of the most promising media for growth in the coming years.
Quebecor bus shelters, at the heart of neighbourhoods
Travel has changed dramatically since the beginning of the pandemic. While traffic reports show that Quebecers are still moving around, they are staying closer to home. Neighbourhood streets, parks and local businesses are now key destinations, while a return to hybrid work arrangements is the new norm. Telecommuting has rekindled the popularity of neighbourhood businesses. In fact, 68% of Quebecers want to continue supporting local businesses and products after the crisis. Bus shelters, located in the heart of neighbourhoods, near local businesses, are also a winner in this trend.
“Consumers are 33% more attentive and alert outside their homes, which allows OOH to create lasting impressions for brands,” says Paul Guité, Director of Insights at Quebecor Media Expertise. In the same logic as the Mouvement Média d’Ici, advertisers have a better chance of making an impression when they are close to home.”
“The mood is perfect right now,” adds Dahlia Trinh-Viet, Vice President at Glassroom. People haven’t seen much OOH in the last few months. Campaigns that leverage context and creativity will have more impact than ever.”
Technology that revolutionizes OOH strategies
New technological possibilities and databases are also adding context and refinement to OOH campaigns. For example, programmatic advertising is now available for digital transit shelters and offers maximum flexibility, allowing for quick activations and real-time creative changes. No wonder this technology is growing so fast!
“Programmatic has fostered a more audience-centric advertising culture,” says Dahlia Trinh-Viet. It enables advertisers to focus on strategies that are more creative, more precise, and more relevant. But creatives need to be educated. Beyond programmatic OOH buying, you have to really understand the reality of people and think about how people will geographically see the campaign.”
According to Paul Guité, “Today, we have the data to evaluate the potential of a campaign much more accurately. So that we can refine and add more insight and strategy to our campaigns. Geolocation enables us to demonstrate the proximity of our posters, the relevance of their location, where people really are.”
These recent measurement developments add depth to our understanding of the influence that OOH can have within a campaign. Moreover, it is when combined with other media that OOH becomes meaningful. For example, we now know that 48% of Quebecers are more likely to click on an online ad after seeing an OOH ad. Something to think about!
An architectural footprint that blends into the landscape
Finally, it is also important to remember that in recent years, cities and neighborhoods have become aware of the need for street furniture that integrates with the architecture and enhances the landscape. The image of billboards has evolved as many companies, such as Quebecor, have accelerated the transformation of static bus shelters, but increasingly digital, to ensure the sustainability of this industry.
When we think of OOH, we often think of the old-fashioned billboard on a bridge, relying on dominance to achieve awareness,” says Dahlia Trinh-Viet. These tactics still work, but proximity OOH allows us to refine strategies along the consumer journey and increase campaign performance. With what’s being done elsewhere, and knowing the noteworthy creativity of Quebecers, it’s very exciting to see what’s coming.”