Digital Out-of-Home Advertising - Canada

Ad spending in the Digital Out-of-Home Advertising market in Canada is forecasted to reach US$422.20m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 6.20%, leading to an estimated market volume of US$605.70m by 2030.
Canada is expected to contribute to a projected market volume of US$4.37bn in 2024, with the majority of ad spending being generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$10.80 in Canada in 2024.
In Canada, the Digital Out-of-Home Advertising market is witnessing a surge in programmatic buying, enhancing targeted audience reach and engagement.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) 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. Key players in Digital 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.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Canada is experiencing significant growth and development.

Customer preferences: Customers in Canada are increasingly drawn to digital out-of-home advertising due to its ability to deliver targeted and interactive messages. With the rise of mobile and digital technology, consumers are accustomed to personalized and engaging content. Digital out-of-home advertising allows brands to deliver dynamic and relevant messages to consumers in real-time, enhancing their overall advertising experience. Additionally, the ability to measure and track the effectiveness of digital out-of-home campaigns appeals to advertisers looking for data-driven marketing solutions.

Trends in the market: One of the key trends in the Canadian digital out-of-home advertising market is the adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad space, allowing for more efficient and targeted campaigns. This trend is driven by the increasing availability of digital screens and the desire for advertisers to reach specific audiences at the right time and place. Programmatic advertising also offers real-time optimization and flexibility, allowing advertisers to adjust their campaigns based on performance and audience response. Another trend in the market is the integration of digital out-of-home advertising with other digital channels. Advertisers are leveraging the power of digital out-of-home advertising to complement their online and mobile campaigns. By combining different advertising channels, brands can create a cohesive and immersive brand experience for consumers. For example, a brand may run a digital out-of-home campaign that prompts consumers to engage with the brand through their mobile devices, driving traffic to their website or social media platforms.

Local special circumstances: Canada's vast geography and diverse population present unique opportunities and challenges for the digital out-of-home advertising market. With a population that is spread across a large landmass, advertisers need to carefully consider the locations and demographics of their target audience. This requires a strategic approach to ad placement and content creation to ensure maximum impact. Furthermore, Canada's bilingualism adds another layer of complexity to the digital out-of-home advertising market. Advertisers need to consider language preferences and cultural nuances when designing their campaigns, particularly in regions with a significant French-speaking population.

Underlying macroeconomic factors: The growing Canadian economy and increased consumer spending are driving the growth of the digital out-of-home advertising market. As businesses expand and compete for consumer attention, they are investing more in advertising to reach their target audience. Additionally, technological advancements and infrastructure development in Canada are making digital out-of-home advertising more accessible and cost-effective for advertisers. In conclusion, the Digital Out-of-Home Advertising market in Canada is experiencing growth and development driven by customer preferences for targeted and interactive advertising, the adoption of programmatic advertising, the integration of digital channels, unique local circumstances, and underlying macroeconomic factors. Advertisers in Canada are leveraging digital out-of-home advertising to deliver personalized and engaging messages to consumers, creating a more immersive brand experience. As the market continues to evolve, it is expected that digital out-of-home advertising will play an increasingly important role in the overall advertising landscape in Canada.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.