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

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Videology’s Q1 report shows shifting objectives in video ads

'Canada Video Market At-A-Glance' also shows marketers buying in on mobile video

YouTube launches six-second ad format

Bumper format pitched as ideal, unskippable solution for mobile-first audiences

NY senator: ‘Spying billboards’ may violate privacy rights

Clear Channel Outdoor Americas' Radar program called into question

Of course Russell Simmons is opening his own ad agency

The in-house content route is best taken by media who aren't brand-friendly otherwise

C2 Montréal turns five: The CEO’s perspective

Richard St.-Pierre on why this year's conference is focused on 'The Many'

On The Move: Changes at Loopmedia, 6S, Climax Media

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

Facebook Canada opens new HQ’s doors to non-profits

Heart & Stroke and others share how they're using social in marketing

A&C wins multiple accounts, adds five team members

Agency adds Food Basics, San Pellegrino and more to its client roster