Media buying · Greater Montreal
Media buying in Montreal
Bollé Communications plans and buys your advertising space in the Montreal market: radio, out-of-home, television, print, web and programmatic. Our job is to build the right media plan for your budget, negotiate the rates and measure what each channel returns. Since 2003 we have been putting Quebec SMBs' media budgets to work — with no national-agency minimum.
Updated July 22, 2026
Buying media in Montreal without getting swallowed
The Montreal media market is the largest and most fragmented in Quebec: French and English radio stations, highway and metro advertising, general and specialty television, dailies and neighbourhood weeklies, local digital platforms — each with its own rate card, negotiations and coverage areas. For an advertiser, navigating it alone is expensive: you pay the published rate, you buy audiences that spill far outside your trade area, you scatter the budget.
Our media buying service puts the logic back in order:
- Media plan — which channels actually reach your Montreal clientele, at what cost per contact, over what period.
- Negotiation and buying — negotiated rates, bonus space, positioning; our volume and our relationships with local sales houses work for you.
- Smart geo-targeting — out-of-home along the routes your customers actually travel, radio that covers your territory without paying for the rest, digital targeted by neighbourhood or radius.
- Coordination and follow-up — material delivered in the right formats on the right dates, proof of airing, campaign debrief.
Traditional and digital: the mix, not the dogma
The right question is not "radio or web?" but "which mix maximises useful contacts for this budget?". A West Island service business, a retailer with five locations across the region and an organisation recruiting across Greater Montreal will not have the same plan. We combine mass media (radio, out-of-home, TV) to build awareness with digital (programmatic, Google, social) for precision and measurement — and we adjust mid-campaign based on what the numbers say.
A media plan serves a campaign
Placement is the last link in a chain: a clear message, strong creative, then the right space to distribute it. If the campaign still has to be created, our advertising team handles it, supported where needed by video production for TV and web spots, and by an overall communication strategy. You can also arrive with your own creative: we then take care of the plan and the buy.
The advantage of an independent local agency
We are not tied to any sales house or network: our recommendations follow your interest, not volume agreements. Based at 410 rue Saint-Nicolas in Old Montreal, we know the audiences here — who listens to what in the traffic on the 40, which neighbourhood weeklies are actually read, where out-of-home is worth its price — and we serve advertisers across the region, from Laval to the South Shore.
Let's talk about your next media plan
Send us your objective and your budget through the contact page: we will come back with a costed, argued media plan for the Montreal market, with no obligation.
Frequently asked questions
What minimum media budget do you need for Montreal?
There is no universal minimum: a geo-targeted digital campaign can be effective at a few thousand dollars, whereas a meaningful radio or out-of-home presence in the Montreal market runs into the tens of thousands. Our job is precisely to build the most effective plan for the budget you have — and to tell you honestly what is achievable.
Why go through an agency instead of buying direct?
Because published rates are negotiable, sales houses offer bonus space to agencies, and a professional media plan avoids buying audiences outside your trade area. The negotiated savings generally cover the fee — and you gain coordination and measurement on top.
Do you cover Montreal's English-language media?
Yes. Depending on your clientele, the plan can combine French and English media — radio, print, digital — with messages adapted to each audience. It is a particularity of the Montreal market that we build into the planning from the start.
Do you also handle programmatic and digital buying?
Yes: programmatic display and video, Google, YouTube, social media and local digital outlets, with geo-targeting by neighbourhood, city or radius. Digital is measured continuously, which lets us reallocate budget toward what performs during the campaign.
How do I know whether my media campaign worked?
Every plan includes indicators defined up front: reach and frequency for awareness, visits, calls and sales for performance. We cross-reference digital data, your business data and the traditional media's proof of airing in a clear campaign debrief.