Canadian OOH Revenue Continues Upward Trend
Gail Chiasson, North American Editor
Out-of-Home advertising revenue in Canada is up 6% in Q1 2016 compared to the first quarter of 2015 according to Nielsen.
The Out-of-Home Marketing Association of Canada says that OOH revenue has seen significant growth over the last five years with this growth attributed to a number of factors: audience erosion in other media, a mobile and active population, and significant investments in Digital Out-of-Home.
Globally, OOH is forecast to increase by 4% to 5% in 2016.
OMAC members include Astral Out-of-Home, Clear Channel Canada, Lamar Transit Advertising, OUTFRONT Media, PATTISON Outdoor Advertising and Quebecor Media. OMAC is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies.
And an example of how effective Canadian OOH is lies in the campaign that OOH companies ran on behalf of the Toronto Zoo earlier this year, asking Canadians to name the two new Giant Panda cubs. Following that three-week campaign in February, overall visitor attendance at the Zoo for March, 2016, measured 96% above visitor attendance for March 2015 (139,675 vs. 71,206). Further, overall spend per visitor was also up by 20% in March, 2016, compared to March, 2015.
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