Traditional Out-of-Home Advertising - Canada

Canada is projected to see ad spending in the Traditional Out-of-Home Advertising market reach US$294.60m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of 2.32%, leading to a projected market volume of US$338.10m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to amount to US$7.53 in 2024.
In Canada, the traditional out-of-home advertising market is seeing a shift towards digital billboards to enhance engagement and target specific audiences effectively.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Canada has been experiencing steady growth in recent years.

Customer preferences: One of the main reasons for this growth is the changing preferences of consumers. With the rise of digital advertising, consumers are becoming increasingly immune to online ads and are seeking more tangible and engaging experiences. Traditional Out-of-Home Advertising provides a unique opportunity for brands to connect with consumers in a physical and memorable way. This form of advertising allows for creativity and innovation, capturing the attention of consumers who are constantly bombarded with digital messages.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Canada is the integration of technology. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to create dynamic and engaging campaigns. This trend is driven by advancements in technology and the increasing demand for personalized and interactive experiences. Advertisers are also leveraging data and analytics to better understand consumer behavior and optimize their campaigns. Another trend in the market is the focus on sustainability and environmental responsibility. Advertisers are increasingly looking for ways to reduce their carbon footprint and minimize the impact of their campaigns on the environment. This includes using eco-friendly materials, implementing energy-efficient technologies, and supporting local initiatives. This trend is driven by consumer demand for ethical and sustainable practices, as well as regulatory pressure to reduce greenhouse gas emissions.

Local special circumstances: Canada's vast geography and diverse population present unique opportunities and challenges for the Traditional Out-of-Home Advertising market. The country's large urban centers, such as Toronto, Vancouver, and Montreal, offer a high concentration of potential consumers and a vibrant advertising market. However, the vast rural areas and remote communities pose logistical challenges for advertisers. This requires a tailored approach to reach different audiences and maximize the impact of campaigns.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Canada is also influenced by macroeconomic factors. Canada has a stable and growing economy, which provides a favorable environment for advertising investments. The country's strong consumer spending and high levels of disposable income contribute to the demand for advertising services. Additionally, Canada's multicultural society presents opportunities for advertisers to target specific ethnic communities and tailor their campaigns to different cultural preferences. In conclusion, the Traditional Out-of-Home Advertising market in Canada is growing due to changing customer preferences, the integration of technology, a focus on sustainability, and favorable macroeconomic factors. Advertisers are finding value in this form of advertising as it allows them to engage with consumers in a physical and memorable way. As the market continues to evolve, advertisers will need to adapt their strategies to leverage new technologies and meet the changing needs of consumers.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.