Canuck out of home sector expected to grow by 8.7 per cent

A piece in the upcoming issue of Canadian Business suggests: the $321-million Canadian OOH market should grow at an annual compounded rate of 8.7%, reports an industry outlook from PricewaterhouseCoopers. That is not as impressive as the 23.5% growth projected for the $706-million Internet ad market. But it is faster than TV, magazines and newspapers, which are expected to grow at 4%, 3.1% and 1.3% respectively, over the next five years.

Digital billboards, 3D displays and in-store video networks are driving the revival, says PricewaterhouseCoopers analyst Tracey Jennings, noting they’re “bright and flashy, with very high-quality video feeds that can be changed throughout the day.”

The piece also says the average Canadian sees 3,000 marketing messages a day, up to six times the exposure of a person living in a modern city 30 years ago.

Urbanites, says the Out-of-Home Marketing Association of Canada, spend an average 9.3 hours outside the home on a weekday and 6.2 hours on a weekend day. During that time, they are exposed to 3.8 hours of advertising on a weekday and 4.7 hours on Saturday or Sunday. That’s more exposure in a week to OOH than to ads delivered by TV, Internet, radio, newspapers and magazines. 

Advertisements
Explore posts in the same categories: News, Research

One Comment on “Canuck out of home sector expected to grow by 8.7 per cent”


  1. […] (measured by time) than the Web.  I would argue this one, given a recent report that came out (Dave Haynes commented on it here) that said: Urbanites, says the Out-of-Home Marketing Association of Canada, spend an average 9.3 […]


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: