Out-of-home circulation data research firm Peoplecount: DPAA member profile

By Mark Braff.

Peoplecount, a Toronto-based, award winning research firm and innovative third-party supplier of audited out-of-home circulation data, recently joined the Digital Place Based Advertising Association. Peoplecount has developed circulation measurement models for many types of non-traditional out-of-home media. Many of Peoplecount’s models have been approved by auditing bureaus such as the Traffic Audit Bureau (TAB) and the Canadian Outdoor Measurement Bureau (COMB).

The company also provides in-depth audience insights and campaign effectiveness research to out-of-home advertising and digital signage networks. Peoplecount recently launched its Placescount Wi-Fi analytics service for place-based media metrics.

We chatted with Kelly McGillivray, the company’s president and chief methodologist.

Kelly M
Kelly McGillivray

Peoplecount Logo
Mark Braff: Tell us about Peoplecount and its role in the digital place-based media sector.

Kelly McGillivray: Peoplecount conducts both pre-packaged and custom audience metrics and campaign effectiveness research for traditional out-of-home advertising and place-based media. The company was established over 20 years ago in Toronto, Canada.

Our metrics are always location-based and comprise both quantitative and qualitative research. We are technology agnostic, using third-party measurement tools and techniques to best fit the location and desired metrics.

We have used video counting, Wi-Fi analytics, beam counters, surveyors and stealth observers, often combining on-site observations with modeling.

Peoplecount has worked with the Traffic Audit Bureau for many years, developing its pedestrian volume model and, most recently, measuring media audiences in over 130 transit systems.  Continue reading

Billboard from a fake funeral home urges drivers to text and drive

Out-of-home advertising company Cieslok Media and Montreal ad agency john st. launched a fake funeral home billboard campaign promoting “text and drive”.

The advertisement, located on one of Toronto’s busiest throughway, the Gardiner Expressway, will surely not be missed by commuters. The message from the fake funeral home, meant to get a reaction, blatantly encourages drivers to text and drive with the assumption of increased business for the funeral home. The ad is designed to get people to think of the real consequences of texting and driving.


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DPAA’s Video Everywhere Summit 2016 will take place on October 27

Save the date: the Video Everywhere Summit will be held on October 27, 2016 at the historic Roosevelt hotel in New York City.

Video Everywhere Summit is organized by the Digital Place Based Advertising Association (DPAA) and is the largest annual event dedicated to Multi-screen viewing, Video Neutral Planning and the role of Digital Place Based media in today’s fast evolving media ecosystem.

For more info on the 2016 SUMMIT, contact DPAA at http://dp-aa.org/contact-us/

And, by the way, check out the brand new DPAA web site: http://dp-aa.org/


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Exceptional OOH Creative Yields Exceptional Results

OAAA presented the 2016 OBIE Awards last month to the best of the best in OOH design in 2015. While the winners were recognized for creativity and beauty, the campaigns were also exceptionally effective.

“Great OOH creative can stop consumers in their tracks,” said OAAA’s Stephen Freitas. They will remember the ad, tell their friends and family about it, and with that we have achieved positive brand recognition.”

Sukle Advertising took home a top honor for its work for Denver Water. For the last 10 years, Denver Water has stressed to locals that water is a valuable resource and should be used conservatively.


The campaign has earned Exceptional OOH Creative Yields Exceptional Results OBIE recognition eight times in 10 years. View all 10 OOH campaigns by Denver Water. 

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The 6th international conference “Digital Signage – no alternative!” – May 27, 2016, Moscow

Sponsored post. 

The 6th international conference “Digital Signage – no alternative!” will be held on the 27th of May, 2016, in Moscow.

Every year top managers, marketing and business development executives from retail, shopping malls, banks, hotels, QSR and other verticals meet with professionals of  digital signage and digital out-of-home (DOOH) industries to discuss the latest projects, trends of the industry and new products.

Speakers this year include:

  • Benetton Digital Signage Project Manager, Giovanni Flore with case-study: The Benetton store as the Place for Limitless Experiences
  • Ikea, Anna Buzulukova, Internal communications specialist and Nikolay Nedelchuk, Commercial projects coordinator, with its case study: Co-worker’s TV IKEA Centres Russia
  • Microsoft, Andrey Pachikin, Industry Market Development Manager with concept of retail’s future: How new Digital Signage technologies will change the way of shopping.
  • Invidis consulting, Florian Rotberg, Managing Director with overview of Digital Signage market, case-studies and trends.
  • Russ Outdoor, Dmitry Gribkov, Director of Marketing and Sales department with latest case-studies and overview of DOOH market in Russia.
  • DigiSky, Valdimir Kozlov, CEO, with best practice how to create content concept for your displays (DigiSky)

The latest digital signage solutions would be presented in the conference’s demo-zone.  Continue reading

Canadian DOOH Advertising Company PATTISON Onestop Joins Digital Place Based Advertising Association

NEW YORK – PATTISON Onestop, a Digital Out-of-Home (DOOH) advertising company in Canada, has joined the Digital Place Based Advertising Association.

DPAA members help brands connect to consumers on-the-go and at targeted locations. The organization has grown its international membership base in recent years through its thought leadership, global education initiatives and ad revenue-generating models.

As part of PATTISON Outdoor Advertising, Canada’s largest, most powerful network of Out-of-Home advertising whose products include digital, transit and outdoor, Toronto-based Onestop helps brands connect with the right people, in the right place and at the right time. The Onestop network, consisting of office, transit and residential, enables advertisers to communicate in a modern, sophisticated world of business. Continue reading

Peter J. Solomon Company and Verifone Media Present Inaugural “Pulse of the Industry: DOOH” Teleconference

PJSC Managing Director Mark Boidman and Verifone Media GM Paul Jankauskas to host teleconference and Q&A on key trends, developments in Digital Out Of Home (DOOH) and Digital Media.

New York — The first annual “Pulse of the Industry: DOOH” Teleconference will take place on Wednesday  May 11, 2016 at 11 a.m. ET.

Led by Verifone Media General Manager Paul Jankauskas and PJSC’s Mark Boidman, the teleconference is intended to foster a unique and in-depth discussion of the DOOH challenges and opportunities industries and brands face today, along with key trends driving the DOOH Revolution.

The 45-minute session will include an open forum for Q&A.
“We’re at a turning point with DOOH, overcoming many of the industry factors that once worked against us,” said Paul Jankauskas. “As consumer lifestyles and purchasing habits continue to evolve, DOOH is a critical component of the overall advertising mix, reaching the right consumer, at the right time, in the right place.”

“With connected consumers engaging more and more in DOOH media and signage nearly everywhere outside of their homes, the industry has huge growth potential,” said Mark Boidman. “Geolocation-based media and tech is revolutionizing DOOH and amplifying mobile media campaigns.”  Continue reading

42 OBIE 2016 Awards for Exceptional Out of Home Advertising

Campaigns for Adobe, Adler Planetarium, Denver Water, and Big League World Series Take Home Top Honors.

(Boca Raton, FL) – The Outdoor Advertising Association of America (OAAA) presented 42 OBIE Awards for exceptional out of home (OOH) advertising design, including top honors for Best Billboard, Best Street Furniture/Transit/Alternative, Best Multi-Format, and Best Wall Mural campaigns. The winners of the 74th annual OBIE Awards were honored at a celebration during the 2015 TAB/OAAA Out of Home Media Conference & Expo in Boca Raton, FL.

“The OBIE Awards celebrate outstanding creativity and design, honoring those who make truly unforgettable advertising,” said OAAA Chief Marketing Officer Stephen Freitas. “This year’s winners demonstrate the countless ways that simplicity and beauty can be captured and expressed through the out of home advertising medium.”

Jackson Marketing Group was honored with the 2016 Best Billboard Campaign award for the “2015 Season Kickoff” campaign for Big League World Series. Inspired by photos of previous Big League World Series players and games, billboards in South Carolina featured images of the young athletes in exciting and moving baseball poses.  Continue reading

OAAA’s Report Reveals How out of Home Advertising Drives Real Online Engagement in an Era of Digital Fraud

Outdoor Advertising Association of America Exposes Digital’s Reality Problem.

NEW YORK, NY–(Marketwired) –  The Outdoor Advertising Association of America (OAAA) today releases a white paper that demonstrates the value of OOH media in a world where digital’s effectiveness and trustworthiness has been thrown into question.

This is What Reality Looks Like,” written in partnership with agency of record Partners NYC (PNYC), will be made public as 4A’s Transformation 2016 kicks off in Miami, and is a comprehensive analysis of the OAAA’s widely covered Feel The Real campaign.

“With Feel The Real, we conducted a two-month-long experiment to prove the immense value of OOH while communicating its power and purpose,” said Stephen Freitas, Chief Marketing Officer at OAAA. “I believe these results will spur much needed conversation in our industry.”

Launched at Advertising Week 2015, Feel The Real saturated New York City and 20 major markets nationwide with over 1,400 unbranded OOH units, both digital and traditional. OOH ads were deployed at eight different levels of targeting, narrowing in on media agencies and even individuals with over 280 custom messages.


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NYC’s MTA Issues RFP for Static and Digital OOH Advertising Concessions

Concessions Available for the Right to Advertise in Subways, Buses, and Commuter Railroads.

The Metropolitan Transportation Authority (MTA) announced the release of a Request for  Proposals (RFP) for media firms interested in the right to advertise in subways, buses and commuter railroads, including concessions for traditional and digital advertising throughout the entire MTA rail and bus network.

In addition to managing the MTA’s advertising portfolio, the RFP calls for the winning firm to create a robust network of digital screens to be placed in stations, on platforms, and in buses and train cars.

This new network would serve as an additional platform for revenue generating advertising, while at the same time giving the MTA additional ways to communicate next train/bus, track information, service status and planned service changes to consumers, all at no cost to the riding public. Continue reading