Successful Brands Allocate 13% of Ad Budget to OOH

March 19, 2018

Toronto, March 19, 2018

The World Advertising Research Centre (WARC) has released a Global Ad Trends Report that suggests that the budget allocation to OOH by successful brands has averaged 13% over the eight years to 2016.

WARC’s media analysis examined data from 96 countries including Canada, the United States, Australia, United Kingdom, France, China, Japan and Germany.

WARC’s Data analysis also shows that OOH’s cost per thousand (CPM) tends to be lower than for other media. Globally the average CPM for OOH with a target audience of adults 18+ is $6.41 compared to the all media average of $12.20.

”In Canada, OOH is under-utilised in the media mix for many brands and categories,” commented Rosanne Caron, President; COMMB. The WARC analysis supports other research that suggests advertisers could improve their ROI by increasing their spend level in OOH.”

View WARC analysis here.

COMMB is the national organization for the Canadian OOH industry comprised of advertisers, advertising agencies and OOH companies. COMMB is responsible for developing and verifying audience measurement methodologies, providing audience data and planning resources, marketing and communications, government relations and member services.

For more information please contact:
Rosanne Caron
President, COMMB
416.968.3823 x 108