Maximizing impact
The OOH industry offers unlimited creative possibilities through a wide variety of formats, locations and technologies, allowing advertiers to create impactful, memorable messages. With so many possibilities, however, it can become challenging to determine which types of communications are the most effective.
With that issue in mind, OMAC recently identified a need for a creative ‘pre-testing’ tool to help marketers and their ad agencies maximize the potential impact of their OOH campaigns. The association partnered with Toronto-based BrandSpark International, a marketing and product research company, to develop and introduce AdSpark, which uses an online shopper panel and recruits consumers as identified and targeted by the client.
With AdSpark, OOH advertisers can help confirm a campaign’s overall effectiveness before it is rolled out and determine which specific elements resonate the most with consumers. The tool uses a real-world simulation period of between one and 10 seconds, depending on the specific OOH format, to measure the ‘attention value’ of specific ad content. The client receives a creative report card, including grades for likeability, relevance and favour for the brand.
Supporting Canadian communities
It is also important for OOH firms to show support for the communities in which they operate. OMAC members, for example, promote artists and their work through a variety of programs. They also support charities, not-for-profit organizations and community events by providing more than $15 million worth of free advertising space to hundreds of groups across Canada
each year. These efforts help increase awareness of the groups’ services, as well as fundraise for donations and recruit volunteers.
Another sign of community support is the use of DOOH billboards in major Canadian cities to display Amber alerts. These alerts, which publicize child abductions, can reach thousands of people within minutes. OMAC members are strongly committed to their involvement in this program and are planning to expand it to more markets.
Rosanne Caron is president of the Out-of-Home Marketing Association of Canada (OMAC) and a member of Sign Media Canada’s editorial advisory board (EAB). OMAC’s members include Astral Out-of-Home, CBS Outdoor (now Outfront Media), Cogeco Métromédia, Lamar Transit Advertising, Pattison Outdoor and Zoom Media. For more information, contact her via e-mail at rcaron@omaccanada.ca or visit www.omaccanada.ca.
