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Canadian OOH Revenue Continues Upward Trend

Out-of-Home advertising revenue in Canada is up 6% in Q1 2016 compared to the first quarter of 2015 according to Nielsen [1].

logo_omac-1 [2]The Out-of-Home Marketing Association of Canada [3] 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 [4] earlier this year, asking Canadians to name the two new Giant Panda cubs [5]. 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.