PATTISON Outdoor, Canada’s largest out-of-home (OOH) advertising company, has officially launched PULSE by PATTISON, a first-of-its-kind audience planning platform engineered to bring data-driven precision to transit and airport advertising campaigns. Developed in partnership with Vieta Technologies, the intuitive solution consolidates more than 20 billion complex data points from open-source and premier data vendors—including Google General Transit Feed Specification, Environics Analytics, SafeGraph, and Cirium Aviation Analytics—into a single interface to enable rapid, strategic responses to client needs. The platform is divided into two core modules: PULSE Transit, which allows brands to optimize targeting, build reach curves, and pinpoint ideal bus garages across 39 transit authorities based on custom objectives like budget or campaign duration; and PULSE Airport, which utilizes specialized aviation and ticket data to maximize audience reach across PATTISON’s national network of 17 major airports, including Toronto Pearson.
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Commenting on the strategic transformation, Mary Ventresca, Chief Marketing Officer at PATTISON Outdoor, stated: “The introduction of PULSE marks a major step forward in OOH data and analytics. Designed to enhance planning precision and accountability, the new offering provides advertisers with more strategic, data-backed recommendations that align OOH investments with broader marketing objectives.” By replacing traditional legacy planning with interactive visual maps, exportable data tables, and algorithmic optimization, PULSE successfully bridges the gap between classic outdoor placement and modern digital media performance, setting an entirely new industry benchmark for OOH accountability, precision targeting at scale, and operational efficiency.