For many Canadians, the daily commute is again part of their post-pandemic routine. Four in five workers are now travelling to locations outside their homes with a resurgence of in-person work. It also reflects the growth in Canada’s population and employment. With this increased mobility, OOH advertising has become more important to marketers, offering brands new opportunities to engage individuals and make their travel experiences memorable and rewarding.
To understand the impact that various OOH ad formats have on consumers, Pattison and Horizon Media teamed up for a research study to understand Canadian perspectives on OOH media. Horizon conducted a 12- to 15-minute ‘Finger on the Pulse’ survey to better understand Canadian views on OOH advertising, specifically 3D OOH and “Faux” OOH Ads, including attitudes, influence and resonance of these types of ads. Nearly 1,000 Canadians (997) were surveyed from May 17 to 27 this year. Data cuts are available by age/generation, gender and province.
Younger Canadians commute more than general population on a weekly basis, often for work or school. Over half of Canadians (63%) commute on a weekly basis. Gen Z makes up the majority (89%) of weekly commuters, followed by Millennials (77%) and Gen X (73%). Boomers+ only account for 25% of commuters. Gen Z commute frequently, with most travelling four to seven days a week.
The average length of weekly travel is 50km, shorter than in the past and not daily. A personal vehicle is the preferred mode of transportation by all age groups, although half (49%) of Gen Z rely on public transit; Millennials (25%), Gen X (16%) and Boomers+ (16%).
When asked about their views on traditional static and digital OOH advertising, responses showed that ads boost awareness, connect businesses with communities, and can disrupt mundane daily commutes. The top-three benefits of OOH ads named by respondents are that they inform about new products, raise awareness of local events/businesses and provide entertainment or, at the least, something interesting to look at.
The research found that DOOH ads need to be interesting to resonate with commuters. For example, 60% of Boomers+ say they never stop to watch digital OOH ads, while 32% of Gen Z say they never stop to watch. However, if the ad is interesting 55% of Gen Z slow down to watch it, although only 25% of Boomers+ say they would slow down.
Like online formats, DOOH ads need to be concise, with less than 10 seconds being the consensus across the generations: 68% of Gen Z, 64% of Millennials, 73% of Gen X and 52% of the Boomers+ demo. Approval of digital ads more than 10 seconds only range from 12% (Gen X) to 24% (Millennials).
Eye-catching imagery and bold colours are key to capturing the attention of Canadians with OOH ads say 65% of Gen Z at the high side to 48% of Boomers+. Older Canadians see digital screens intrusive and distracting while younger groups find them modern and enjoyable.
