Newad Adding 1,500 Screens To Canadian Digital OOH Network

newad4Montreal’s Newad has announced plans to grow into what would be one of the largest digital OOH networks in Canada, with a goal of 4,000 digital ad boards switched on by the end of 2016. That announcement comes several weeks after Newad acquired the majority of Zoom Media’s major networks in Canada.

“The advertising industry is seeing a general lack of interest for traditional television, particularly among young adults,” says Michael Reha, President and CEO of Newad. “The web remains relevant, but more and more people are using AdBlock to avoid ads. Indoor digital advertising is superior because ads appear in a captive environment—consumers can’t change the channel, ad block it, or avoid it. That’s why digital solutions work, and it’s why advertisers benefit from using them to attract the attention of their consumers, who are becoming increasingly difficult to reach.”

In a news release, the company suggests it will focus on the ad experience and stay away from novelty efforts, presumably referring to things like gesture-based advertising.

“We don’t sell digital gadgets. Our goal, first and foremost, is to add value to brands and promote them. Our digital boards are not only cutting edge, but they’re also tools, springboards to stimulate the creativity of advertisers. We won’t activate devices or other peripherals that serve only to distract consumers from the real message,” says Brian Wyatt, Executive Vice President, Client Relations & Business Development at Newad. 

“With the integration of beacons and augmented reality applications such as Blippar, our digital solutions already enable us to create interactive experiences between smartphones and digital boards. Over the next few years, digital boards will be able to generate personalized ads using individual consumer’s profiles,” adds Wyatt.

The company says adding another 4,000 ad boards, to get to that 4,000 target, represents a total investment of $3.5 million.

Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
Dave Haynes


12+ year-old blog and podcast about digital signage & related tech, written by industry consultant, analyst & bullshit filter Dave Haynes.
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1 Comment

  • You’ll never see big brands advertise on the walls of a toilet room where their brand is associated with the smell of ca-ca and pee-pee. They know better.

    This line of business lures the residential contractors and other types of really small businesses just learning about advertising but they wise up fast leading to huge drop out rates. Its not a sustainable business model which I’ve seen come and go three times already in Southeastern Wisconsin.

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