Branded Cities Canada is one of the nation’s premier out-of-home (OOH) media providers. Its exclusive, coast-to-coast network enables advertisers to place media in sought-after Canadian markets, including high-end shopping centres that collectively accommodate more than 86 million customers annually.
OOH advertising is an increasingly popular and cost-effective channel that connects brands with millions of consumers. But how can advertisers know that ads placed in specific locations will reach their target audience? Branded Cities sought a better way to help its clients use OOH media—not as a mass-marketing medium, but as a targeted advertising channel capable of reaching specific consumers in the right environment and state of mind.
After analyzing all 1,782 transit shelters in its network, Branded Cities created a comprehensive database of its shelters and their associated street personalities. Now when Branded Cities gets a client brief, analysts can identify the client’s target audiences and the tool generates a list of all the shelters with the corresponding street personalities. Since its deployment, the Street Furniture Planning Tool has been called a “game changer” at Branded Cities. At a time when the OOH market has been flat, Branded Cities has seen year-over-year revenue from its street furniture segment rise by 32 percent. By offering clients a new, data-driven perspective on OOH advertising—it’s not about where you want to be but who you want to reach—the company has firmly established its reputation as an industry innovator.
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Using data and analytics, Branded Cities created a new tool to identify the optimum locations to place out-of-home ads to help its clients reach their target audiences.