Canada's largest and most diversified out-of-home (OOH) advertising company, PATTISON Outdoor, has launched PULSE by PATTISON, a revolutionary advancement in OOH planning. This new tool is designed to transform how advertisers approach transit and airport advertising by leveraging industry-leading data for more strategic, data-backed campaigns.
Revolutionizing OOH Planning
PULSE is built in partnership with Vieta Technologies and harnesses over 20 billion data points from various sources, including Google General Transit Feed Specification, Environics Analytics, SafeGraph, and Cirium Aviation Analytics. By consolidating multiple complex datasets into a single intuitive platform, PULSE enables rapid, strategic responses to any client need efficiently.
Transit Advertising Enhanced
As Canada's leader in transit advertising with 39 partner transit authorities, PATTISON addresses the need for precision targeting at scale with PULSE Transit. This tool allows brands to identify the best transit system to reach their target audience, ensuring campaigns reach the right people, in the right place, at the right time. Brands can plan transit campaigns using different objectives, such as GRPs, number of assets, campaign duration, or budget. The reach curve feature enables strategic decisions by estimating how reach builds and where it maxes out. A first-of-its-kind optimization feature recommends the bus garages that best deliver the target audience within the same objectives. Speed and efficiency were critical factors in PULSE's development, with execution-ready plans equipped with exportable tables and maps ready in just a few clicks.
Airport Advertising Unprecedented
PULSE Airport offers an unprecedented gateway to airport audience planning. It combines airline ticket data from Cirium with Environics' detailed demographics and behavioral data to give a robust picture of how people travel and who they are. For the first time, specialized aviation data is utilized in a way unique to advertiser needs. It helps brands identify the best PATTISON-represented airports that efficiently target the audience. PULSE demonstrates incremental reach curve to optimize total audience reach when the plan includes multiple airports and helps understand how passengers travel between airports.
PATTISON's network of 17 airports nationwide, including the recent addition of Canada's busiest airport Toronto Pearson, will be powerfully supported by PULSE. Planners can cross-reference between audiences and markets, resulting in better recommendations for efficient planning of airport advertising products.
“The introduction of PULSE marks a major step forward in OOH data and analytics. Designed to enhance planning precision and accountability, the new offering provides advertisers with more strategic, data-backed recommendations that align OOH investments with broader marketing objectives,” said Mary Ventresca, Chief Marketing Officer at PATTISON Outdoor.
