Approximately 60% of shoppers in Canada’s major urban markets notice digital billboards, according to a new study from the Out-of-home Marketing Association of Canada (OMAC).
The numbers vary on a market-by-market basis, with 75% of Vancouver shoppers saying they notice digital boards, compared with 62% of Toronto shoppers and 60% of those in Montreal.
The study found attention levels are highest – 79% – among urban adults 35-49. The study identifies urban adults as a group that has an active lifestyle, spending more than half of their day outside the home.
Nearly three-quarters of smartphone owners (73%) also notice digital billboards, which OMAC says provides advertisers with the ability to interact with shoppers by providing offers and product/store information.
The findings come on the heels of a recent OMAC report that Canadian out-of-home revenues rose 15% in the first quarter of 2015 – second only to online – according to Nielsen, with gains coming in key categories including tourism, retail, finance and telecommunications.
OMAC president Rosanne Caron said the association’s members, which include Astral Out-of-Home, Clear Channel Outdoor, Outfront Media and Pattison Outdoor, have seen increases across all product lines, with digital emerging as a particular growth area.
Caron said the industry’s upward trajectory is expected to continue, a testament to its ability to garner high attention levels combined with new opportunities to engage and interact with consumers.
OMAC also recently released the results of a study conducted in association with Branspark International, which found that about half of all shopper purchases are unplanned, offering advertisers an opportunity to use out-of-home to influence brand decisions.
The study of 60,000 Canadian consumers 18+ who are involved in household shopping found nearly 80% notice out-of-home ads, and that those who recall the ads are significantly more likely to use a mobile device when shopping.
The most common activities on a mobile device include finding a store location, making shopping lists, and comparing and researching product features and prices. The study concluded that out-of-home can serve as inspiration and a trigger for consumers to use their smartphone.
It also found 80% of social media users are likely to pay attention to out-of-home media, particularly Twitter, Google+ and YouTube users. The report said advertisers can leverage shoppers’ attention to out-of-home and their mobile connectivity to drive social media conversations about their brand.
