Horizon Media Canada has launched AMP, its proprietary OOH planning and analytics platform, designed to boost advertising performance through precision audience targeting and location data-based site selection.

AMP’s Canadian debut is part of a broader expansion of Horizon’s Data Solutions Group. The agency has also tapped Caroline Bergeron to oversee both AMP and the Data Solutions Group’s Canadian practice as SVP, data solutions and digital. Bergeron joined the agency in 2021 as SVP of digital and data.

With the introduction of AMP, Horizon aims to bring more digital intelligence and automation to bear on the placement and evaluation of OOH advertising. The platform brings together both static and digital out-of-home planning in one unified platform to plan and execute with the same audiences. It is an all-in-one desktop application powered by a variety of analytics sources, including clients’ first-party and third-party data, as well as Horizon’s proprietary audience insights.

Horizon Media has been developing AMP since it first launched in the U.S. in 2017. Bergeron says AMP is the first of a series of data-led media planning tools that the agency plans to bring to Canada.

“We worked with our internal engineering team to develop a Canadian instance of the tool, bringing in all of the COMMB dataset,” she says. “We’re in the process of integrating additional audience sources for us to plan with demographic signals, household composition, interests, purchase behavior and location data, so that everything is planned with the same audiences. Our team responsible for planning and optimizing our media can do this in a seamless way in our own interface.”

The agency handles brands like Tim Hortons that advertise heavily in OOH, and Bergeron says it is one area where the agency believed it can make a difference by infusing more data into planning. Horizon is working on similar projects for a video and television planning platform.

Earlier this year, Horizon’s commerce division Night Market launched Neon, a planning and analytics tool for retail media.