New Research Highlights DOOH Effectiveness In Canada
Gail Chiasson, North American Editor
Over seven in 10 shoppers in Canada’s major cities agree that digital signs are an effective way to communicate with them, according to new research commissioned by the Out-of-Home Marketing Association of Canada.
The study found that almost five in 10 shoppers are also interested in interacting with digital ads to obtain information or promotional offers on products and/or services.
The study also found that the recall of DOOH ads is high, particularly in major cities where over one-half recall ads on a weekly basis.
Some of the key findings of the study are:
- Eight out of 10 shoppers in the major urban markets of Toronto, Vancouver, and Montreal agree that DOOH is effective in communicating Public Safety Messages;
- 70% of shoppers accept digital signs as a normal part of public space in large cities (almost 80% in Toronto compared to 69% in Vancouver and 66% in Montreal);
- 81% of shoppers in Toronto find that DOOH is seen as an effective way to communicate important and timely information while over three quarters (71%) in Montreal and 63% in Vancouver agree;
- Six out of 10 shoppers in major urban markets Toronto, Vancouver, Montreal notice digital billboards;
- Vancouver shoppers pay the most attention, with almost three quarters (73%) saying they notice digital billboards, compared to 62% in Toronto and 60% in Montreal;
- Attention levels are highest (79%) among urban adults age 35 – 49, a group that has an active lifestyle and spends more than half their day outside the home;
- Attention levels are also high among smartphone owners (73%) providing opportunities for advertisers to interact with shoppers to provide offers and product/store information.
“DOOH is seen as an effective way to communicate timely and relevant information to Canadians, making it the ideal medium for public safety messages and to promote consumer products and services,” says Rosanne Caron, OMAC president.
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