Canada continues to be a welcoming destination for immigrants, with its relatively high levels of newcomers creating a diverse and dynamic consumer group. Canadian newcomers, a subset of immigrants who came to Canada within the last five years, have become a valuable audience for marketers. Industries that are heavily researched, and therefore top of mind for this consumer subset, include banks, consumer technology and automotive.

As Ottawa plans to increase the annual intake to 500,000 immigrants by 2025, this segment presents an even greater opportunity for brands. For instance, more than half of this audience open a bank account within their first week and 65% obtain a credit card by the end of their first month. This group's rapid integration into the Canadian economy, coupled with their significant purchasing power, makes them an ideal target for out-of-home (OOH) advertising. OOH is an effective advertising strategy for reaching newcomers to Canada for several reasons:

Greater visibility and brand awareness

As newcomers are in the process of discovering new brands and services, OOH provides a unique opportunity to make a strong first impression with eye-catching visuals and clear messaging. This medium helps newcomers quickly recognize and trust new brands as they explore and settle into their new environment. Unlike digital ads, OOH provides a constant, unavoidable presence, reinforcing brand messages and making them more memorable. For businesses providing services such as housing, financial services and cultural activities, OOH is an effective advertising channel for building brand awareness and trust.

45% of newcomers that noticed an OOH ad were 2.6 times more likely to do so than the average Canadian. 

Of those that noticed an OOH ad, 17% sought out the brand, product or service via online search or visiting the advertiser’s website.

Localized language and messaging

Newcomers come from various cultural backgrounds, speak different languages and have varying customs and preferences. By tailoring messages with different languages, cultural symbols and references, OOH ads can create a sense of familiarity and comfort, making them more engaging and relatable. 

Specific to digital out of home (DOOH), there's an opportunity to display the specific product or offering in different languages based on population without needing to individually flight separate creatives.  These localized messages are more likely to stand out and be remembered, helping to establish brand recognition among newcomers who may be encountering these brands for the first time.

69% of newcomers pay attention to ads in their own language and 68% feel a sense of belonging to brands that reach them with ads in their own language.

Getting in front of the right audience at the right time

Leveraging audience-based targeting for OOH allows brands to dive deeper to understand the movement patterns of Canadian newcomers — and ultimately activate screens at the right times and places to reach their desired audiences as they move throughout the day.  Strategically placing ads in high-traffic areas newcomers frequent such as airports, transit systems, shopping centres, and busy streets ensure broad visibility. By focusing on specific geographic areas where newcomers live or frequently visit, brands can effectively reach their target audience. This targeted approach not only enhances the relevance of the ads but also demonstrates the brand's acknowledgement of their culture, fostering a positive image and building trust with consumers who value seeing brands actively present in their local community.

67% of those that noticed an ad agreed that digital OOH ads are “a good way to learn about a new business in the area".

Complementary to a digital strategy

Newcomers turn to digital in their purchasing journey, often conducting extensive online research before arriving in Canada. Seeing an ad in multiple formats across multiple channels can enhance its effectiveness. In fact, 74% of the Canadian population reportedly pays attention to OOH and online advertising, underscoring the importance of an omnichannel marketing strategy.  Leveraging this approach increases consideration and purchase intent, making it more likely for newcomers to recognize and engage with the brand.

Adding out-of-home in combination with other media increases your campaign reach, on average, by 23%.

In summary, it is important for marketers to integrate DOOH advertising into their strategy to effectively reach newcomers to Canada. It is a channel that has the ability to create a lasting impression as they navigate their new environment and make important lifestyle decisions. 

Ready to add OOH to your marketing strategy to reach Canadian newcomers? Contact us today to discover how we can help you create impactful OOH campaigns that will resonate with newcomer audiences across Canada.