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OOH spend rises faster than total ad spend in Canada in H1 2014

Also, OOH revenue has increased 5.5% in the first six months of 2014 compared to the corresponding period of 2013

Published

August 19, 2014

During the first half of 2014 OOH revenue has increased 5.5 per cent compared to the first six months of 2013, according to Nielsen. In comparison, total advertising spend was only up 2.5 per cent during the same period.

The share of total media dollars being allocated to OOH increased from 6.8 per cent in 2013 to 7.0 per cent in 2014. Digital OOH is a key growth area with Out-of-Home Marketing Association of Canada (OMAC) members experiencing double digit growth across outdoor, indoor and transit. The categories with the largest spending increases in OOH were Telecom, Financial Services, Media and Alcohol.

“The perception and use of OOH is changing, says Rosanne Caron, President, OMAC. “OOH’s strength of quickly building mass awareness can now be leveraged with digital, mobile and social media to increase consumer interaction and create immersive brand experiences. There’s evidence of this change in the entries for the 2014 Cannes Creative Effectiveness. An analysis by WARC revealed 92% of the shortlisted campaigns used OOH. Only 58% of the shortlisted campaigns used TV compared to 83% in 2013.

OMAC is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media.