Out-of-Home Advertising - Canada | Statista Market Forecast

Canada is projected to reach an ad spending of US$716.80m in the Out-of-Home Advertising market by 2024.
The largest market within this category is Digital Out-of-Home Advertising, with a market volume of US$422.20m in 2024.
When compared globally, United States is expected to lead in ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$18.33 in 2024.
The Out-of-Home Advertising market in Canada is embracing digital innovation, shifting towards interactive and data-driven campaigns to engage consumers effectively.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Canada has been experiencing steady growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in Canada have shown a growing interest in outdoor advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital media, consumers are increasingly seeking out unique and interactive experiences, and out-of-home advertising provides just that. Additionally, the ability to target specific demographics and locations has made outdoor advertising more appealing to advertisers looking to maximize their return on investment.

Trends in the market: One of the key trends in the Canadian Out-of-Home Advertising market is the adoption of digital signage. Digital billboards and screens offer advertisers the flexibility to change their messaging in real-time, allowing for more targeted and dynamic campaigns. This trend has been driven by advancements in technology, making it easier and more cost-effective for advertisers to incorporate digital elements into their outdoor campaigns. Another trend in the market is the integration of mobile and out-of-home advertising. With the widespread use of smartphones, advertisers are leveraging location-based targeting to deliver personalized messages to consumers while they are on the go. This integration allows for a seamless transition between outdoor and mobile advertising, creating a more immersive and engaging experience for consumers.

Local special circumstances: Canada's vast and diverse landscape presents unique challenges and opportunities for the Out-of-Home Advertising market. The country's large urban centers, such as Toronto, Vancouver, and Montreal, offer a high concentration of potential customers, making them prime locations for outdoor advertising. At the same time, Canada's expansive rural areas provide opportunities for advertisers to reach audiences in less saturated markets. Additionally, Canada's bilingual population presents a special circumstance for advertisers. With both English and French being official languages, advertisers must consider the cultural and linguistic nuances of each region when developing their outdoor campaigns. This requires a tailored approach to messaging and creative execution to effectively resonate with the target audience.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Canada is also influenced by underlying macroeconomic factors. A stable economy, rising consumer spending, and increased business confidence have contributed to a positive advertising environment. As businesses seek to expand their reach and connect with consumers, outdoor advertising offers a cost-effective and impactful solution. Furthermore, the Canadian government's investments in infrastructure development and urban revitalization projects have created new opportunities for outdoor advertising. As cities undergo transformation, advertisers are able to leverage these developments to reach a captive audience in high-traffic areas. In conclusion, the Out-of-Home Advertising market in Canada is developing due to changing customer preferences, advancements in technology, unique local circumstances, and underlying macroeconomic factors. As advertisers continue to seek innovative ways to engage with consumers, outdoor advertising is expected to play a crucial role in their marketing strategies.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.