Strengths of OOH

Top Reasons for Using OOH

  • OOH Generates Reach Quickly
  • OOH Delivers Targeted and Mass Audience
  • OOH Delivers High ROI
  • OOH Motivates Viewer Action
  • OOH Creates Viewer Interaction
  • OOH Creates Emotional Connection with Viewer
  • OOH Enhances Impact of Other Media
  • OOH Connects Brands with Active and Alert Consumers

Outdoor Strengths

  • Generates mass reach quickly; ideal for short term promotions & product launches
  • Weekly reach of 81% of persons age 5+; COMMBNavigator® provides detailed R/F for different demo groups by operator, products , markets
  • Kilometres driven weekly: Average weekly 150 km /Urban 114 km / Surburban 148 km / Rural 193 km.
  • Higher mileage outside urban, though urban traffic increases OOH exposure
  • Target different audiences based on socio-demographic data, spending habits
  • Location specific targeting – POS, competitors
  • Consumers are 33% more alert when outside their home leading to lasting brand impressions
  • Mobile integration
  • Cost effective

Transit Strengths

  • 1 in 4 Canadians use transit weekly with much higher rates in the urban areas
  • 22% – use Bus / Street Car & LRT
  • 13% – use Commuter Train / Subway
  • 25% Transit users overall (38% in urban areas)
  • Weekly Transit Users: Toronto 61% / Vancouver 52% / Montreal 51%
  • Reaches a broad segment of the Canadian population. Transit use is highest among younger adults, those that have a university degree and are employed in MOPE positions
  • Transit riders spend over an hour daily commuting, there are many opportunities to interact, provide information and offers.

Place-Based Strengths  

    • Place-based networks reach a highly targeted audience defined by a lifestyle, behaviour or the venue itself.
  • COMMB provides audited audience counts for resto-bars, campus, arena, cinema and women’s networks
  • High level of visitation to place-based networks by principal HH shopper: 60% shopping malls, 55% QSR restaurants
  • Almost 3/4 (75%) of consumers take action after seeing a place-based ad; most common actions are visiting a website, seeking more product info, watching a TV program.

OOH Motives Consumer Action

What action(s) have you taken after seeing any OOH advertising in the past 6 months?

Source: BrandSpark Shopper Survey 2018

There is no seasonality to Outdoor!

Mediacom (OUTFRONT) and the University of Alberta conducted an analysis of over 300 OOH advertising campaigns to examine the relationship of different variables on advertising awareness levels.   Some of the variables measured included message style, legibility, # of messages and seasonality.  Most of the campaigns examined used posters or TSA’s

The research showed that awareness levels of OOH are not significantly different throughout the year, suggesting that the season has no impact on a campaign’s effectiveness.  However, the creative execution and campaign characteristics were shown to have a significant impact on campaign awareness levels.

Outdoor is effective throughout the year

 Ad recall by season

Outdoor advertising is effective in building high awareness levels for both new and established brands. 

Index Mean Recall

108 – Short-term promo, new product launch/line extension

100 – Established brand, sustaining campaign

Source: Mediacom (OUTFRONT) and University of Alberta Study

Outdoor is effective in reaching consumers in large urban and smaller markets.

Index Mean Recall

  • Markets less than 1mm – 100

  • Markets greater than 1mm – 101

Outdoor is Effective in Reaching Men and Women

  • Awareness levels are not significantly different between men and women.
  • Ad awareness varies relative to use or involvement with a specific product/service.

Source: Mediacom (OUTFRONT) and University of Alberta Study

Transit Shelters and Posters Can Deliver Similar Impact!

TRANSIT SHELTER                                                          POSTER    

transit shelter                       poster

Average Recall 37.9%                                                 Average Recall 39.2%

Source: Mediacom (OUTFRONT) and University of Alberta Study