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Pattison Outdoor launches media optimization tool


April 15, 2021
By PrintAction Staff

Pattison Outdoor Advertising, an out-of-home advertising provider, has launched SweetSpot Transit Streetcar Measurement, a media planning tool for agencies to optimize their investment on moving transit advertising.

In partnership with Docma, a technology company specializing in media and marketing science, Pattison Outdoor brings the one of the industry’s first third-party audience reach and frequency optimization measurement models to Canada’s largest transit format. The pilot project kicks off with streetcar vinyl wraps on the Toronto Transit Commission (TTC) system.

With SweetSpot, Pattison delivers agency planners and advertisers a way to optimize their moving transit campaigns, to evaluate media investments, and to better understand the impact it will have on their business objectives. At the planning stage, the Streetcar measurement tool will produce demographic and behavioural audience insights allowing advertisers to optimize reach, frequency and impressions as a function of media investment.

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“We are proud to bring to market a truly innovative, industry-first initiative with the SweetSpot Moving Transit advertising optimization tool. This changes the way moving transit will be planned. Now, agencies and advertisers have a direct way to evaluate maximum reach and frequency for transit Streetcar campaigns as a function of budget,” said Bob Leroux, vice-president, National Sales, Pattison Outdoor Advertising.