News

DOOH firm plans expansion in restrooms (and other locations) across Canada

Montreal-based indoor advertising network Newad today announced its plan to double the number of its digital signage advertising boards in Canada.

September 11, 2014

Montreal-based indoor advertising network Newad today announced its plan to double the number of its digital signage advertising boards in Canada. By the end of 2014, a total of 2,000 screens, active mainly in Vancouver, Edmonton, Calgary, Toronto, Montreal and Halifax, will be implemented, the company said. The company's investment also includes the addition of 2,000 more digital boards by the end of 2016, bringing the total screen count to 4,000, according to the announcement. 

Newad said its positioning is to provide advertisers with solutions that enable them to reach Canada's "Young and Affluent" consumer segment.

"This announcement consolidates our position as the leader in digital signage in Canada. By 2016, our investment will total $10 million, a sum earmarked for technologicaldevelopment and for the custom manufacturing and installation of screens in thousands of restaurants, bars, schools, sports and fitness centers," Newad founder and CEO Michael Reha said in the announcement.

Conceived and designed to meet the needs of advertisers, the boards feature "exclusive characteristics" developed by Newad, the announcement said. The boards are built vertically, to make them easier to install in narrow spaces and more conducive to the integration of complementary content to the traditional horizontal images captured for television.

Advertisers will also be given access to Newad’s ad-serving system, giving them the capability to change or modify their ads on the 22-inch vertical screens depending on a given establishment, day, temperature or promotional offer that could, for example, be valid for a only few hours in specific markets or establishments, the company said. The boards can also feature Bluetooth, Wi-Fi hotspots or direct connections to social media. Integrated speakers can enhance the viewing experience through the addition of sound.

"We offer advertisers a world of creative possibilities, defined campaigns, in real time and access to millions of perfectly targeted, attentive and captive consumers. The fact that many of the boards are installed in restrooms, a segmentation of men and women often sought after by advertisers, is 100-percent effective," said Brian Wyatt, executive vice president, client relations and business development, for Newad. The company said its digital screens currently deliver more than 2 million impressions each week.