Survey indicates young Canadians are highly responsive to DOOH ads

A survey on digital out-of-home (DOOH) conducted by TNS Canadian Facts and commissioned by the Out-of-Home Marketing Association of Canada (OMAC) indicates that Canadian consumers have high awareness and responsiveness to DOOH displays, according to OMAC.

The survey was commissioned by OMAC to identify opportunities for marketers to effectively use DOOH displays in Canada, and it showed that consumer awareness of DOOH advertising displays is high, with almost three quarters (72 percent) of respondents age 18+ indicating they had seen digital advertising in the past month. Digital displays in place-based venues such as restaurants, health clubs and shopping malls had the highest awareness level at 63 percent, OMAC says. "Not only is digital out-of-home advertising effective in catching people's attention, it motivates consumers to respond," OMAC president Rosanne Caron said. "Fifty percent of respondents age 18+ said they took action after seeing digital out-of-home advertising. Younger adults age 18-24 are even more likely to be influenced by digital advertising, with two-thirds taking some type of action after seeing digital out-of-home ads."