The world of out-of-home advertising is getting increasingly digital.
Over the past 15 months, members of the Out-of-Home Marketing Association of Canada have grown their digital OOH inventory by 80%, from 3,700 screens to 6,800.
OMAC says technological advancements such as LED spectacular boards are contributing to the growth. And some digital networks offer mobile capabilities, RSS feeds and live video streaming, as well as matrixed screens equipped with gesture recognition.
“But the mobile aspect of the consumer is really what’s driving a lot of this,” said Jacqueline Demchuk, marketing and communications director at Toronto-based OMAC.
“Out-of-home is on the path to purchase—people are waiting for buses, they’re taking transit—and digital boards communicate real-time information, which helps facilitate the interaction that the consumer can have with digital out-of-home as well as the brands that advertise on them,” she said.
She added that digital “still represents a very small component of total faces, but that’s where we’re seeing the growth of inventory.”
OMAC members include Astral Out-of-Home, CBS Outdoor, Cogeco Metromedia, Lamar Transit, Newad, Pattison Outdoor, Titan 360 and Zoom Media.
