Traditional Markets = Traditional Media
In Canada, rural markets differ from urban ones in a number of ways. Unlike fast-paced cities where pizza can be ordered online and delivered by drivers…ordered online and paid for by credit cards...online, life in a rural area clicks along in a totally different way and at a totally different pace. In towns and small cities right across Canada, mom and pop outlets line main streets and using your phone to call an Uber is something you see in the movies, which you still rent from the video store.
When it comes to media consumption, people who live in rural areas have challenges to access of certain platforms that a media planner in an urban area would have a hard time relating to. Remember when you had to hook your modem up to your telephone and ‘dial up’ an internet connection? On the prairies, 17% of households in communities under 5,000 people still do that! Watch a 15 second pre-roll...forget it.
Learn more about why traditional markets require traditional media.