Out-of-home dollars are on the upswing in 2014

Revenue from OOH is growing at a rate that is more than double that of overall ad spend in Canada according to OMAC.

Spending on out-of-home advertising is growing at a rate that is more than double that of the industry overall, according to a recent release from the Out-of-home Marketing Association of Canada.

Revenue for OOH advertising is up 5.5% so far in 2014 compared to the same time period last year. This is compared with overall ad spending, which is up by only 2.5% according to OMAC.

OOH currently represents 7% of all media dollars in Canada, which is up slightly from 6.8% in 2013.

Rosanne Caron, president of OMAC, adds that 92% of campaigns that were shortlisted for the Creative Effectiveness Lion at this year’s Cannes Festival utilized an OOH element. By comparison, only 58% of them used television, which is down from 83% in 2013, according to the release.

Caron has previously pointed out to MiC that the growth in OOH is being driven by the adoption of digital technology, which has seen growth in the double digits. The use of digital OOH in outdoor, transit and indoor networks has allowed for advertisers to change and target messages on the fly, as well as integrate campaigns with social and mobile elements.

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