As new studies reveal how out-of-home (OOH) advertising captures the public’s attention and can influence shoppers’ purchasing decisions, it should come as no surprise year-to-year revenue continues to grow.
According to data measurement firm Nielsen, OOH revenue rose by 9.2 per cent in the first quarter of 2015 compared to the previous year. The OOH Marketing Association of Canada (OMAC) reports its members—which include Astral OOH, Clear Channel Outdoor, Cogeco Métromédia, Lamar Transit Advertising, Outfront Media, Pattison Outdoor, Quebecor Media OOH and Zoom Media—have seen increases across all product lines, but particularly with their digital OOH (DOOH) platforms.
“There has been growth across a number of ad categories, including tourism, retail, finance and telecommunications,” says Rosanne Caron, president of COMB and a member of Sign Media Canada’s editorial advisory board (EAB).
With respect to DOOH, a new study reported an average of six out of 10 shoppers in major Canadian urban markets notice digital billboards—and those who do are significantly more likely to be looking for new products than the average shopper.
“This suggests digital billboards can play a significant role in creating awareness of and interest in new products,” says Caron.
According to the study, attention levels are highest in Vancouver (nearly 75 per cent), compared to Toronto (62 per cent) and Montreal (60 per cent), and are also higher than average nationwide among smartphone users (73 per cent) and adults aged 35 to 49 (79 per cent).
Finally, BrandSpark International’s 2015 Canadian Shopper Study found eight out of 10 surveyed participants say they notice OOH ads. The study also found nearly 50 per cent of in-store purchases are unplanned, suggesting major opportunities for OOH ads to influence shopping decisions.
“Overall, this study shows OOH remains an important media channel to engage and interact with shoppers on their path to purchase,” says Caron.
