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Pattison debuts new planning tool

Pattison Outdoor Advertising, in association with marketing technology company Docma, has released a new service called SweetSpot Transit Streetcar Measurement. The service is a media planning tool intended to assist agencies optimize their transit advertising spending. The first advertising option available for analysis by this system is vinyl wraps on Toronto streetcars.

The measurement tool provides demographic and behavioural information about audiences, intended to allow advertisers to optimize reach, frequency and impressions. The system also offers reporting functions using mobile device data and tracking information from the Toronto Transit Commission.

“We are proud to bring to market an innovative, industry-first initiative with the SweetSpot Moving Transit advertising optimization tool,” said Bob Leroux, general manager of national sales at Pattison. “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. Our clients will also benefit from Pattison’s proprietary category recall benchmark database, an industry-first solution built into the platform, where they can compare their plan to historical performance data.”

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