5
minute read
March 14, 2022 | by Mary Ventresca
PATTISON Outdoor
Vice President – Marketing & Business Development
You don’t have to be an advertising expert to know that businesses of all sizes are investing in digital marketing at increasing rates. But what many brands and business owners don’t realize is that out-of-home (OOH) media is also experiencing massive growth. In 2023, OOH ad spends in Canada are expected to grow at a rate of 12%, which is higher than all other media—digital included.
As the economy recovers and returns to its pre-COVID state, brands and businesses should be adopting multi-pronged approaches to their advertising. That means taking not only online but offline channels into consideration. Here are five reasons why OOH media has become the only offline channel to experience growth in 2022, and is projected to experience exponential growth in the years to come.
Reason #1: Out-of-home media exists in the physical world.
In an era where consumers are constantly being bombarded by digital advertising, the out-of-home format is a welcome break. Because it exists in the physical world and not on a device, the format engages consumers in different ways than online media. And with traditional TV viewership in decline, brands are turning more and more to OOH media to target their desired audience and meet their advertising needs.
Reason #2: It’s all about making an impression.
Historically, campaigns that have left the biggest impression on consumers have made use of visually striking formats. Consider Hugo Boss’s triple streetcar murals that are currently wowing Toronto—a great way to use jaw-dropping creatives while propelling brand awareness. OOH media offers a range of different formats in all shapes and sizes, depending on how you want to speak to your audience and where you choose to engage them. Remember: brands with campaigns that create lasting impressions are the ones that will set themselves apart from the competition.
Reason #3: Reach wide and niche audiences alike.
Even during the global pandemic, Canadians were and are on the move. In December 2021, 100% of Canadians were spending time outside of their homes as compared to the same month in 2019.1 Although movement patterns may have shifted, mobility remains high—and more time spent outside of the home means more opportunities to reach your audience using OOH media. Consider the growing population of streaming-service subscribers, for example. Of that category, 68% have noticed out-of-home advertising from the past week. Not only that, but these individuals are more likely to take action after seeing an OOH ad compared to the average Canadian. Other potential target markets include light TV viewers, professional audiences, heavy online users, and commuting students, to name a few.
Reason #4: It’s a format that works for all types of advertisers.
Whether you’re a digital native or a legacy brand, OOH advertising can be customized to meet the needs of your business. Advancements in programmatic digital out-of-home have enabled brands to launch agile campaigns that can be updated in real time. This means it’s a medium that can work for all types of advertisers. Whether it’s through digital superboards, residential and office networks, or canvas walls, brands and businesses can choose to target specific audiences or flood the market depending on their campaign goals.
Reason #5: Numbers don’t lie.
Growth happens for a reason. In the case of OOH media, advertisers are investing more heavily in the format because it consistently produces an admirable return on investment. From key KPIs like offline/online attribution to consumer actions taken after interacting with OOH advertising, brands and businesses have been seeing remarkable results. And this is just the beginning! Given the projected growth, OOH media will continue to provide a lift in brand perception, preference and sales for years to come.
Final Thoughts
As brands and businesses prepare themselves for pre-COVID levels of consumer activity and a post-pandemic world, they’ll need to consider how out-of-home media fits into their wider advertising strategy. Technology and innovation are allowing for bolder, more striking creative concepts to be brought to life—meaning the future of OOH media is bright. Brands and businesses have much to gain much when they include this media channel .
1Environics Analytics MobileScapes Out & About Canada Basic 2021, December 2021
Powering Canada’s Out-of-Home advertising with 24,000 Out-of-Home displays across the country and counting,
we connect brands and businesses with Canadians in their local communities, at multiple touchpoints.
Reach out to us to find key Out-of-Home placements for your product or service in markets across Canada.
Powering Canada’s Out-of-Home advertising
with 24,000 Out-of-Home displays across
the country and counting,
we connect brands and businesses with Canadians in their
local communities, at multiple touchpoints.
Reach out to us to find key Out-of-Home placements for
your product or service in markets across Canada.