Significant increase in attention to outdoor advertising

The thumbnail version:

  • It’s another pandemic-influenced development.
  • Brands are increasing their out-of-home advertising budgets.

The full version:

A recent weekly newsletter from Courier reported that OOH advertising such as billboards, posters, and other marketing messages in public spaces had become a renewed focus for brand advertising. The reason? Well, a recent survey in the US found that 45% of Americans are paying more attention to outdoor advertising than they did before the pandemic.

Since in these matters there’s often not much difference between consumer behaviour in the US and Canada, it’s fair to assume that if a similar survey were to be conducted in Canada, there would be a similar result.

If you’re in the outdoor advertising arena of the industry, or if you’re looking to expand into it, this is an interesting finding.