Acquisition Expands Astral’s Digital Out-of-Home Inventory to 21 Large-Format Faces Across Alberta
MONTREAL, CANADA — Astral Out-of-Home will acquire Macdonald Outdoor’s digital out-of-home (DOOH) advertising network in Edmonton.. The acquisition includes nine large-format digital faces located at Edmonton’s most strategic intersections. Astral Out-of-Home also announced plans to erect 12 new large-format digital billboards in Edmonton and Calgary. The announcement mark Astral’s entry into Alberta and its new focus on developing large-format digital advertising across Canada.
Last month, Astral Out-of-Home launched a new street-level digital out-of-home network in the heart of Montréal. The network features eight digital signage columns that were created by a renowned industrial designer, Michel Dallaire, to reflect the unique character of Montréal’s Quartier des Spectacles. Astral’s new street-level network also includes static backlit columns in addition to the all digital columns for a total of 14 new advertising structures. With the new network, Astral has expanded it’s inventory to more than 40 advertising faces across downtown Montréal.
Along with its acquisition of Macdonald Outdoor’s digital faces in Edmonton, Astral Out-of-Home will erect additional digital faces in Edmonton and Calgary starting in September. This will bring the Astral Out-of-Home Digital Network to 21 large-format faces in Alberta and 73 across Canada.
“The Calgary and Edmonton markets are the biggest in Alberta, and the fourth and fifth most important in out-of-home advertising investments in Canada,” added Quétel. “Our entry into Alberta was a crucial part of our plan to extend our coverage to the national scale.”
“We are very pleased to acquire Edmonton’s top digital advertising network and to welcome Macdonald Outdoor’s team and its founder, Greg Macdonald, into our ranks,” said Luc Quétel, President, Astral Out-of-Home. “Macdonald Outdoor has made a name for itself with the quality of its digital structures and its commercial performance.”
“The company I founded today joins the most innovative player in the Canadian OOH industry,” said Greg Macdonald, President and Founder, Macdonald Outdoor. “Astral Out-of-Home is an extremely solid organization, and I look forward to continuing to expand our digital network in Alberta.”
These Astral Out-of-Home assets join current Bell Media properties in Alberta, including television stations CTV Edmonton, CTV Calgary, and CTV Two Alberta, as well as radio stations CJAY 92, 98.5 Virgin Radio, 104-9 Virgin Radio, Funny 1060 AM, 100.3 The Bear, and TSN 1260. Astral Out-of-Home is a division of Bell Media.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media