" While focusing on rationalizing expenses and maximizing revenues, we have continued to invest strategically in the deployment of innovative solutions for advertisers. "
- Luc Sabbatini, President, Astral Media Outdoor
Outdoor Advertising
Astral Media Outdoor
A leader in outdoor advertising in Canada, Astral Media Outdoor has nearly 8,000 advertising faces strategically located in key markets in Québec, Ontario and British Columbia. AMO proposes innovative products in four key sectors: Outdoor Advertising, Street Furniture, Transportation and Digital.
astralmediaoutdoor.com
Financial highlights
To consolidate its position as Canada's leader in creativity and outdoor advertising, Astral Media Outdoor (AMO) continued making major investments in Fiscal 2009, in spite of the weak economy.
In Fiscal 2009, AMO’s revenues decreased by 4% to $69.5 million, compared to $72.1 million in 2008.
Revenues - Outdoor Advertising Group - Five-year overview
Growth-driving investments
Digital Network deployment: A Canadian first
In May 2009, AMO deployed Canada's first outdoor digital advertising network. With a spectacular 14 by 48 foot format, exceptional legibility and ten faces strategically located along Greater Montreal's main arteries, the Digital Outdoor Network reinvents outdoor advertising. Subsequent to year-end, AMO expanded its network with the addition of nine new faces in Vancouver and three faces in Toronto, providing Astral with a national network in Canada’s top three advertising markets.
It is flexible, spectacular and powerful, allowing advertisers to present several different messages on a single face, instantly modify them and adapt them for a specific time of day or event. These clear advantages have already attracted new categories of advertisers to outdoor advertising.
Street furniture: Design and advertising impact
In 2007, AMO and the City of Toronto entered into a twenty-year contract for installing and managing 26,000 pieces of street furniture. This year, AMO continued deploying its Transit shelter network and began construction of advertising-free street furniture, including InfoToGo Columns, Multi-Publication Structures, Benches, Public Message Centres and Bike Rings.
In Montréal, AMO created a new advertising network for Bixi, the new self-serve bike-sharing system. Bixi was ranked 19th in Time Magazine's Top 50 Inventions of 2008. AMO is extremely proud to have been awarded exclusive advertising rights. The network is made up of 200 faces.
Transportation: Always closer to consumers
One of the year's highlights was the installation of Canada's first rotating MegaColumn in the heart of the outdoor area at Montréal-Trudeau Airport. Backlit and in motion 24 hours a day, this prestigious product offers advertisers three massive advertising faces. Development continued on AMO's closed-circuit television network, Aero TV, with the launch of an interactive application based on Bluetooth technology, while VIP airport lounges were equipped with touchless interactive screens to give consumers an exciting multimedia experience.
Traditional outdoor advertising: Constant development
The AMO outdoor advertising network in Québec and Ontario is made up of nearly 4000 static faces. In 2009, we continued to expand the reach and impact of the network, notably with the addition of seven new Superboard faces. A number of highly creative and spectacular advertising campaigns designed in collaboration with AMO got significant press, thanks to three large-format Artistic Murals in downtown Montréal.
A new, more urban brand image
In 2009, AMO also launched its new younger, more fun and more vibrant marketing campaign. The new "Show Your Colours" tagline invites advertisers to consider the countless possibilities afforded by outdoor, street furniture, transportation and digital advertising.
Outlook for Fiscal 2010
Looking to the future, AMO will continue to improve its offer of business intelligence solutions by combining the effectiveness of geotargeting with the user friendliness of Web mapping. This will allow advertising clients to plan their campaigns for optimal effectiveness.
AMO will continue to base its approach on the principles that have made it successful:
Innovation
Creativity
Passion
Quality
Community involvement
Environmental responsibility