“Welcome to the New Normal” – Research findings [video]

Welcome to the new normal webinar

For marketers and media buyers, navigating our unprecedented times has definitely been challenging, both professionally and personally. Long gone are the days when we could plan months in advance. And, if you work for an agency, client pressure is at an all-time high. You’re likely being asked to react to rapid changes and back up your media plan recommendations with local insights that are often difficult to find.  It’s a lot, but don’t worry – we’ve got your back!

In our Welcome to the New Normal webinar, we go over the results of a national survey of over 1,000 Canadians that we, in collaboration with Caddle, ran in July. The objectives were to better understand Canadians’ changing attitudes regarding the pandemic, returning to the office, activities they look forward to doing, back to school shopping, and much more. We also surveyed consumers on media fatigue, as well as on OOH specific questions.

The goal is to provide you with valuable insights that you can use to better inform your last minute fall marketing and media plans. Enjoy the on demand version of the webinar we hosted on August 19, 2021 below. If you would like an editable copy of the presentation, please don’t hesitate to reach out.

Caddle regularly take pulse of the marketplace and provide their partners with access to recent, relevant and robust insights through reports and events. Sign up for their newsletter to regularly stay in the know, and get access to exclusive reports, events and content.

Cloudy with a chance of awesome campaigns – weather moments now available in Campsite

Weather – it’s everyone’s go-to topic for small talk. But in the digital out-of-home advertising industry, it’s part of a much larger conversation: moment targeting. 

Moment targeting allows for greater flexibility, out-of-the-box creativity and overall, more impactful campaigns. How? By using current events and real-world environments to determine when and how creatives should be displayed. 

We’re happy to now offer weather as our first – with more coming soon – moment trigger! 

Weather for improved campaign impact

The first way to use weather in your programmatic DOOH campaigns is by using it to alter creatives based on your business goals or the products you sell. This can be particularly impactful for brands in the food, entertainment and travel industries.

Delivery company, foodora, ran a great dynamic campaign that used weather, as well as time-of-day and location, to promote their two different offerings: delivery and pickup. As you might imagine, pickup is not a popular option when it’s raining, but by delivering that version of their creatives when it’s sunny, they saw an increase in in-store customers. 

Weather for smarter ad-spend

Unlike the example above, your campaign might only be relevant in some weather instances. Not a problem – this is a great way to extend your budget and only deliver your creatives when most relevant to the audience.

Skincare brand Dermalogica did just this. Using low temperatures as a trigger, the campaign aimed to educate audiences about the stress skin undergoes when exposed to cold weather.

Weather for brands who don’t care about weather 

Some of the most obvious use cases for weather moments are any brands in the entertainment and leisure categories. But even if your brand has nothing to do with weather, it doesn’t mean it can’t play a role in your campaign – and as a matter of fact, it should!

The most successful marketing campaigns are those that connect with the audience. By using weather to adjust your campaign creatives, you’re adding to the context in which your audience sees it, as Google did in this campaign.

Weather for social impact

As markers in the DOOH space, we often look at ROI, brand lift, and other KPIs, but it’s also nice to take a step back and look at how digital signage can be used for social good.

Weather moments can be leveraged by not-for-profits, social causes and other companies looking to make an impact, as we see in this campaign from Clear Channel and local government bodies. 

Using 19 degrees F as a trigger, the campaign would display the closest shelters for those seeking refuge in freezing temperatures. 

Weather moments now available in Campsite

So weather (ha) you’re a brand whose success is directly linked to sunny days, or one that’s relevant rain or shine, our new moment trigger can successfully increase the impact of your digital out-of-home campaign.

Log into your Campsite account to see how it works or to book a call with one of our campaign experts.

Digital OOH drives huge growth for home improvement marketing agency

Competition can be fierce in the world of home improvement and renovations. With hundreds of contractors to choose from, standing out from the crowd can be a challenge. And as the demand for contractors increases every year, finding time to market services and recruit people to do the work gets pushed to the backburner. 

Contractor Nation is a network made up of hundreds of contractors, ranging from roofing and insulation systems, to basement finishing and junk removal. The organization helps contractors achieve success through dealership opportunities, business coaching and training, marketing and sales expertise, and team building tools. Treehouse Marketing, the marketing division of Contractor Nation, helps contractors cut through the noise to have their message heard by the right people, at the right time, in the right place. Through its BrandBlaster program, the Treehouse provides marketing expertise with proven results to contractors within the network, including more recently through programmatic digital out-of-home (DOOH). This partnership gives contractors the support they need to build brand awareness and bring qualified leads, with tremendous success.

Recruitment campaign results in huge growth

For many local service providers working with the Treehouse Marketing, recruiting skilled employees to fully meet their growing demand can be a big challenge. When the organization started advertising using the Campsite network of DOOH screens, they saw an 1100% increase in visits to recruitment pages amongst its clients. 

Because of its unique target audience, Treehouse Marketing is not your typical 21st-century digital advertiser, especially when it comes to recruitment. Television advertising remains a strong performer for the organization, as well as standard billboards and paid search. When they started working with Campsite on DOOH advertising, the results were clear.

“Brand lift over the last year has been the biggest we have ever seen, alongside our TV ads”

Marcie Cerillo, BrandBlaster Manager with Treehouse Marketing

Easy-to-use platform is key

For Treehouse Marketing, finding a Digital OOH buying platform that was easy-to-use, with outstanding customer service was key for their team to help contractors get campaigns up and running quickly. 

The availability of screen level data allows us to tailor each campaign for maximum impact. It is easy to onboard any team member to the Campsite buying platform, fast to roll out a new campaign or modify a current one, and the dedicated team support and service are just beyond amazing.”

Marcie Cerillo, BrandBlaster Manager with Treehouse Marketing

Impressed by the results?

Curious how you can see results like Treehouse Marketing? Even if you’ve never tested out the waters in the DOOH space, reach out to one of our experts to discuss your needs and plan your next campaign. 

Ebook: Add a real-world kick to your digital advertising

Ebook campsite

Online and mobile advertising is great, but what happens when your audience is away from their personal device? With the Campsite DSP, launching a targeted and impactful digital campaign outside is easier than you think.


In this guide, you’ll learn how to:

👉 Augment your other marketing channels with digital out-of-home

👉 Build a strategic campaign using the Campsite audience segments

👉 Create a more impactful campaign using the Campsite environments

👉 Easily build and launch an efficient DOOH campaign

And more!

Instantly download the (ungated) ebook:

Agency version | Small and medium size version