OOH media is not only recovering, it’s gaining momentum: study

After the significant disruption to advertising investment faced by the entire media ecosystem in 2020, a bi-annual study by DPAA reveals out-of-home (OOH) media in 2022 is not only recovering, but also gaining momentum.

After the significant disruption to advertising investment faced by the entire media ecosystem in 2020, a biannual study by DPAA reveals out-of-home (OOH) media in 2022 is not only recovering, but also gaining momentum.

After the significant disruption to advertising investment faced by the entire media ecosystem in 2020, a biannual study by DPAA reveals out-of-home (OOH) media in 2022 is not only recovering, but also gaining momentum.

According to the Canadian Omnichannel Decision Makers study, it is OOH’s digital transformation, powerful creative canvas, and mainstreaming as a channel within overall digital and video media planning that has helped spur this resurgence.

Initial results of the study were shared on stage at the DPAA Canada Summit by Barry Frey, president and CEO of DPAA, and Brandon Kirk, vice-president of client solutions for Rogers Sports & Media. Some of the key findings include:

  • 89 per cent of advertisers say digital out-of-home (DOOH) has been taken out of traditional OOH media planning silos to enable integrated cross-channel buys.
  • 84 per cent of omni-digital advertisers plan to recommend DOOH in their media plans in the next year.
  • 88 per cent of omni-digital decision-makers reported knowledge of the channel has increased in the past 12 months.

The top three factors driving DOOH ad growth included:

  • Marketing mix models showing positive impact of DOOH on business outcomes (54 per cent).
  • Attribution of in-store traffic, consumer media behaviour, and purchase (52 per cent).
  • Mobile data to track consumer locations before and after to DOOH screens (43 per cent).
  • For 76 per cent of advertisers, DOOH is an important part of omni-channel video advertising.

Conducted by Advertiser Perceptions and sponsored by Roger Sports & Media, the study surveys Canadian brands and agencies on their perceptions, knowledge, and plans for using the OOH medium. The full study is available to all DPAA members.

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