image7

OMAC reports increased OOH spending so far in 2014

Digital and increased spending in key sectors bolsters OOH share of budgets

The first half of 2014 has brought revenue growth for the members of the Out-of-Home Marketing Association of Canada (OMAC). Citing Nielsen data, OMAC reports a 5.5% revenue bump compared to the first six months of 2013, while advertising’s overall spend increased only 2.5%.

A release from OMAC also says the share of total media spend going towards OOH media has increased to 7% from 6.8% last year, thanks largely to growth in digital OOH buying.

While Nielsen does not break-out data along digital and traditional media lines, OMAC president Rosanne Caron says she’s heard from her membership that digital has led to “double digit growth across outdoor, indoor and transit.”

“OOH’s strength of quickly building mass awareness can now be leveraged with digital, mobile and social media to increase consumer interaction and create immersive brand experiences,” Caron said, in a release. To bolster her case, she points to data from Warc showing 92% of entries shortlisted in the Cannes Lions’ Creative Effectiveness competition (which allows past Lions winners to enter business case documents to prove campaign effectiveness) included OOH inventory. “Only 58% of the shortlisted campaigns used TV compared to 83% in 2013.”

OMAC said the telecom, financial, media and alcohol sectors have shown the largest spending increases in OOH so far this year.

Media Articles

Pan Am Games a TV and social media hit: IPG Mediabrands

More than 60% of the population watched at least part of the coverage

Captivate adds two office towers to Canadian network

In-elevator advertising company has seen viewership increase 220% in recent years

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

What marketers can learn from… Marvel’s comeback

Great companies don't only make products, they build ecosystems

Tim Hortons to review use of in-store digital screens

Following Enbridge storm, chain determining if Tims TV makes sense for the brand

Checkout 51 acquired by News America Marketing

Canadian mobile coupon company to retain its name and Toronto headquarters

AOL experiments with more interactive video ads

Five new AOL On video formats emphasize engagement

On The Move: changes at Naked Creative, Manifest, Télé-Québec

A weekly recap of who's headed where in Canadian marketing and communications