If you want to reach digital natives, it’s best to meet on their turf.
That’s the thinking behind Campus Digital, a 70-inch high-resolution digital screen aimed at the young and academically inclined that Montreal-based marketing firm Newad introduced last week.
Specially designed for a student audience and already deployed in high-traffic areas at seven leading universities and colleges across Canada, the Campus Digital is a bright, large-format screen positioned at eye level that Newad has programmed to broadcast a mix of images, looping video content, and advertising campaigns.
In a Nov. 2 statement, Newad executive vice president of Operations, development, and innovation Philippe Marchessault said the digital boards were “necessary” to attract attention from the “hundreds of thousands” of students who interact with the company’s network every day.
“The screens are major assets in creating loyalty, not to mention creating lasting consumption habits in this young clientele,” he said, citing research that found audiences are 41 per cent more receptive to ads viewed in public.
Through its restobar, campus, arena, and business network, Newad operates some 40,000 digital and static boards daily in 5,000 locations across Canada. With the introduction of Campus Digital, it also owns the country’s largest network of digital boards at colleges and universities.
Many of the screens are already active in Canada and have been running a series of high-profile campaigns for advertisers including 20th Century Fox Films, Mountain Equipment Co-op, Fido, and Rogers since September.
“This new product will without a doubt bolster the number of impressions generated by Newad’s Campus network, which currently stands at more than 34 million impressions per week,” company staff wrote in the Nov. 2 statement.
The new screens can currently be found at the University of Ottawa, University of British Columbia, University of Alberta, University of Toronto, Toronto’s Humber College, McGill University, and Montreal’s École de technologie supérieure.