Pattison Outdoor’s latest Market Tracker report calls DOOH the media for Gen Z, the silent consumption generation. That moniker comes from the new Gen Z trend of consuming video content in silent mode with captions instead of sound, making DOOH the perfect support medium for social media advertisers. The report says 85% of the younger generation now consumes video content on mute. When advertisers add captions to their video ads, the comprehension rates for consumers increases by 56%.

More than half of Gen Z respondents have a preference for DOOH because of the conciseness of DOOH ads, which last 10 seconds or less. Gen Z are also likely (62%) to share 3D OOH on social media if the ad grabs their attention. DOOH ads have a fairly high 45% on average recall rate with Gen Z who are most likely (81%) to take action after seeing a DOOH ads.

DOOH also helps social media advertisers get a bigger bang for their buck by amplifying their messages, including an 81% increase in attention, raising the positive perception of an advertiser by 103%, upping advertiser trust by 173% and purchase influence by 25%.

The Pattison Market Tracker Report involved 2,406 interviews conducted across Canada among the general population in September 2024 via a Dynata online panel. The report also used data from the Horizon & Pattison Media Research Study, 3D + Faux/CGI OOH Advertising: Canadian Perspective, 2024 and Pattison Recall Benchmarking, 2015 to 2024, filtered on a Gen Z Audience.