Outfront Grows Digital Out-of-Home Footprint Across Toronto, Montreal, Calgary, Edmonton and Vancouver
NEW YORK, NY — Outfront Media has announced the acquisition of Canadian digital billboard firm, Dynamic Outdoor, from All Vision LLC, expanding their portfolio of digital out-of-home (DOOH) assets across Canada.
According to Outfront, the acquisition of Dynamic Outdoor, an established leader in the Canadian out-of-home advertising market, will transform Outfront Media’s presence in the fast-growing digital segment, adding key assets to Outfront’s existing inventory in Toronto, Montreal, Calgary, Edmonton and Vancouver.
“The acquisition of Dynamic Outdoor demonstrates Outfront Media’s commitment to the Canadian market. This is a strategic investment that will immediately transform our Canadian operation,” said Jeremy Male, Chairman and Chief Executive Officer, Outfront Media. “It also reflects our mission to elevate the entire out-of-home medium, by connecting advertisers with the best assets, audiences, innovations, and people in the business.”
These digital assets include highly desirable locations along Toronto’s Gardiner Expressway, on the main commuting routes in Montreal, and in Vancouver adjacent to key commuting bridges between the island and the coveted New Westminster community. This combination doubles the number of digital daily impressions and greatly enhances Outfront Media’s footprint in the top 5 markets. These assets join Outfront Media’s existing national digital network in top markets including Ottawa, Regina, Saskatoon, Winnipeg, and Halifax.
“Outfront Media is thrilled to welcome the Dynamic Outdoor team and we look forward to taking our combined assets to market as a new, more ‘dynamic’ Outfront Media,” said Michele Erskine, Senior Vice President – Canada, Outfront Media, who will be elevated to Chief Executive Officer. At the same time, Nick Arakgi, current President of Outfront Media, will be departing the company.
“Outfront Media is an established and respected company in the North American out-of-home industry. We could not be more excited to join this team,” said Brandon Newman, Dynamic Outdoor’s President, who will now oversee the entire sales team as Senior Vice President – Sales. “Our assets ‘fit like a glove’ and our people are energized at the thought of what this new team brings to our clients.”
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