21.8 million Canadians shop at a convenience store every month, and 5.78 million saw OOH at a gas station in the past week. 1 Alberta went live on July 13 and the share fight is on, but operators running it as a single province campaign are building infrastructure they will throw away. The channels winning Alberta scale across Canada without changing the playbook.
Alberta proves the model
The Alberta network runs 2,884 OOH faces across 970 locations, delivering 3.63 million impressions daily. 1 The audience case is validated in market, with heavy convenience shoppers indexing 188 on online sports betting and 184 on online poker. 1 A plan built on that data is not a bet on a channel. It is a repeatable model with provincial proof.
The national DOOH campaign math
The same behaviours hold across the country. 60.6% of Canadians 14 plus shop convenience, 21.8 million people, 4.47 million saw OOH inside convenience stores in the past week and 4.52 million shopped Mac’s and Circle K banners in the past 30 days. 1 Ontario’s iCasino market is live and contested, and IAB Canada points to national consistency and cross network coverage as the markers of mature DOOH planning. 2 A national DOOH campaign in convenience retail is not a new idea waiting for proof. It is an Alberta plan multiplied.
One playbook, every province
Audience definitions transfer because the data is national. Creative transfers because the environments repeat. Retargeting pools compound because exposed devices accumulate across provinces. Adapt Media pairs national DOOH coverage with neighbourhood-level targeting, and few networks combine both, which means the same buy that weights Calgary commuter corridors can weight Scarborough or Surrey without a new partner. Screens at Circle K locations and INS Market run coast to coast.
Sequencing the expansion
Phase 1 wins Alberta share through the Q3 window to the fall openers. Phase 2 carries the exposed device pools, creative learnings and over-index data into Ontario, where the fight is for share rather than firsts. Phase 3 extends nationally as revenue funds reach. Operators who plan the sequence now buy each phase at the price of 1 market and get the learning value of 3.
The Alberta iGaming Media Planning Guide covers the Alberta inventory and the national scale behind it. Download it and map phase 2.
References
- Vividata Study of the Canadian Consumer, Spring 2026, and Adapt Media inventory, via Adapt Media Alberta iGaming Media Planning Guide. https://vividata.ca/
- IAB Canada. What Success Looks Like in DOOH for 2026. https://iabcanada.com/what-success-looks-like-in-dooh-for-2026/