The Out-of-Home Marketing Association of Canada (OMAC) reports out-of-home (OOH) advertising revenue increased by 5.5 per cent during the first half of 2014 compared to the first six months of 2013, based on data from Nielsen.
Further, OOH is outpacing other media, as the total ad spend during the same period was up only 2.5 per cent. The share of total media dollars allocated to OOH ads increased slightly from 6.8 per cent to 7 per cent, but digital OOH (DOOH) represents a key growth area, with OMAC members seeing double-digit growth across outdoor, indoor and transit screens.
“The perception and use of OOH are changing,” says Rosanne Caron, president of OMAC and member of the Sign Media Canada editorial advisory board (EAB). “Its strength of building mass awareness can now be leveraged with digital, mobile and social media to increase consumer interaction and create more immersive brand experiences.”
