PATTISON Outdoor has launched an innovative service that allows brands to extend high-performing social media content directly into Digital Out-of-Home (DOOH) advertising environments. This strategic move creates a seamless bridge between social media engagement and large-format mass reach, revolutionizing how brands approach their advertising strategies.
Integrating Social Content with Physical Advertising
By deploying user-generated content (UGC) across strategic DOOH inventory including transit networks and airport environments, brands can now maximize the return on investment from their social media campaigns. This approach enables marketers to scale authentic, creator-driven content to broader audiences in familiar, high-traffic settings that extend beyond traditional platform algorithms.
Partnership with Canada's Leading Influencer Marketing Firm
PATTISON has partnered with Embold, Canada's premier influencer marketing company, to deliver integrated campaigns that combine influencer content creation with multi-channel distribution. Vertical format closed-captioned content originally developed for social platforms like Instagram Reels, YouTube Shorts, and TikTok can now be strategically deployed across PATTISON's inventory of digital vertical posters in key Canadian markets.
"Creator content has already driven real results across social, PR, web, and print," said Umair Tazeem, Founder and CEO at Embold. "Our partnership with PATTISON Outdoor is the next step, bringing that same authentic creative into the physical world. Brands can now take content that already resonates on social and extend it across DOOH inventory, reaching Canadians in the moments between their screens."
Silent Video Optimization for Modern Viewing Habits
The new approach incorporates silent and caption-optimized video production that reflects contemporary viewing behavior patterns. Studies indicate that up to 85% of social media video content is consumed without sound, making on-screen text crucial for increasing viewer retention and completion rates. Progressive brands are now designing video content to communicate effectively in silent mode through:
- On-screen text and captions
- Visual storytelling that doesn't require audio
- Expanded viewing contexts
- Improved accessibility features
Measurable Campaign Success
A campaign conducted with a Toronto-based content creator during the Winter of 2026 demonstrated significant impact. The initiative saw over one in three frequent subway riders recalling the advertisement, with 72% of those recalling engaging with the ad, brand, or influencer in some capacity.
"We believe in the intersectionality of media, and this is a natural evolution for PATTISON," said Mary Ventresca, Chief Marketing Officer at PATTISON. "Rather than being competing media channels, we are creating synergy between social media strategy and Digital Out-of-Home to create new paths of brand engagement."
From Influence to Impact
The "From Influence to Impact" initiative provides a new platform for social content to thrive beyond digital feeds. This approach reinvigorates how brands view their social media strategies and demonstrates how DOOH can amplify social content into real-world experiences that drive consumer action.
About PATTISON Outdoor
PATTISON Outdoor Advertising, a division of The Jim Pattison Group, stands as Canada's largest Out-of-Home advertising company. The organization helps brands and businesses harness the power of Out-of-Home advertising through comprehensive products, market coverage, insights, and customer support services.
With roots dating back to 1908, PATTISON has consistently provided innovative solutions for Out-of-Home advertising opportunities. Their product range spans from traditional billboards to transit, digital, airport, office, and street-level formats. Headquartered in Mississauga, Ontario, PATTISON operates through more than 25 sales offices across Canada, offering advertisers unmatched reach and coverage with products available in over 200 markets from coast to coast.
