Most newcomers move into condos before single-unit dwellings. Our network is where they live. Now we close the loop — from attention to address match-back to signup.
A new arrival to Canada needs internet on day one. A mover needs service transferred. Both groups make telco decisions in their first 30 days at a new address.
And both groups live in our network. Newcomers move into condos and rentals before single-unit dwellings — that's where 814 of our sellable screens sit. FSA-level targeting takes us from "downtown Toronto" down to "this specific building."
You can't reach this audience on linear TV. You can't reach them on connected TV. You can reach them in the elevator they ride four times a day.
Newcomer demographic density indexed at the FSA (Forward Sortation Area — first three digits of postal code). We surface buildings in zips where newcomer households over-represent. Mississauga's L5B FSA alone houses the M-City complex — 793 units, mostly newcomer-dense.
Postal-code precision on high-turnover rental buildings. New residents need service. The first 30 days at a new address is your conversion window — we show up in it.
We can target down to the building. Want only L5B + M5V + T5J? Done. Want to exclude buildings with existing TELUS penetration? Done. The granularity matches the precision of your other channels.
One building. Fifty-six screens. Seven hundred ninety-three units of newcomer-dense Mississauga. The biggest single-building concentration in our network — and the proof that FSA-level newcomer targeting isn't a media plan, it's a building plan.
Most DOOH stops at impressions. We don't.
Your message lands in a captive elevator at a newcomer-dense condo. Sound-off, eye-line, no phone signal.
Verified by Lumen-style measurement — we re-introduce attention reporting on this campaign. 2× the recall threshold per ride.
TELUS captures an address on every signup. We match exposed households (via building) to your CRM. Closed loop.
Signup conversions. Foot traffic to retail stores (geofenced). Real ROAS — not modeled impressions.
Your animal creative historically over-delivered for us — strong recall, strong recognition, equal performance in west and east.
Revive the animal creative direction. Pair it with newcomer-relevant messaging — a frog with "your home, on day one" lands harder than a generic telco offer.
For a newcomer audience, the emotional shorthand of a familiar TELUS animal does work that copy can't. It says "this brand has been here a while" without ever needing to say it. Lower lift to produce (you have the assets), proven to perform across regions, and silent-format compatible.
Tell us what reach you need, we'll tell you the cost. Or tell us the budget, we'll tell you the reach. Whichever your team evaluates faster.
All plans: 4-week flight · $10.50 CPM · Animal creative · Address match-back included direct-to-brand
Before we sharpen this further, here's what we'd like to know.
Internet, Mobility, Security, TV — each changes the creative angle and the budget envelope. Mobility in particular is worth knowing about; it shifts the conversation.
Address match-back historically only worked direct-to-brand. If there's an agency layer, we adapt the measurement approach — we'll work to it either way.
Tells us which case to lean into. Brand-side wants reach and attention. Performance-side wants closed-loop measurement — we sharpen the pitch to whichever desk is signing.
Historic performance was strong. We can adapt the existing direction or co-develop a new newcomer-specific angle. Lower production lift if we revive.
It's been a while since we've reported it back. Re-introducing this on the campaign signals a partnership reset — and gives your team a defensible non-CPM metric.