IAB Canada’s Post

Lots of talk about 💷 and spend this week, from the UK budget release yesterday to today’s AA/WARC Expenditure Report. And there is some good news for out-of-home! The medium is showing resilience, marking its 13th consecutive quarter of growth, with ad spend up 17% year-on-year this quarter. Digital out-of-home (DOOH) posted a strong 20% year-on-year quarterly growth while traditional OOH saw a solid 10% bump. And if you don't know, DOOH makes up only 4% of the inventory measured by Route Research Ltd.! However with that there are more digital screens popping up, with a 4% increase in DOOH inventory measured by Route between Q2 2024 (R51) and Q2 2023 (R47) 📺 Even though the 2024 forecast for OOH ad spend was revised down by 0.5 percentage points, the medium is poised for continued growth with a forecasted 12% year-on-year growth in ad spend in 2024. 📈 #expenditurereport #ooh #dooh #routeresearch

Unleashing the Power of Data: The Critical Need for DOOH Verification in South Africa The digital revolution has transformed the OOH landscape, offering exciting new opportunities for advertisers. However, rapid growth has also brought challenges, particularly in terms of transparency and accountability. South Africa's DOOH Dilemma While the number of digital screens has skyrocketed, ensuring the quality and accuracy of DOOH campaigns remains a significant hurdle. Issues like over-stuffing ad loops, load-shedding disruptions, and overselling inventory erode advertiser confidence. The Case for Third-Party Verification (TPV) TPV is the answer to restoring trust in the DOOH ecosystem. By providing independent verification of ad delivery, TPV offers: Transparency: Clear and accurate reporting on ad performance. Accountability: Ensures publishers deliver on their promises. Efficiency: Streamlines the reporting process, saving advertisers time and resources. Confidence: Builds trust between advertisers and publishers. The Future of DOOH in South Africa As the industry matures, TPV will become a standard requirement for DOOH campaigns. Leading publishers are already embracing this trend, recognizing the importance of transparency and accountability. Sapphire Media is committed to upholding the highest standards of transparency and delivering exceptional results for our clients. We believe that TPV is essential for ensuring the continued growth and success of the DOOH industry in South Africa. Let's work together to build a more transparent and accountable OOH ecosystem. #DOOH #OOHverification #TPV #SouthAfrica #DigitalAdvertising #SapphireMedia

Simplified advertising effectiveness measurement and metrics are split into 3 areas. 👉Campaign metrics 👉Interim metrics 👉Commercial metrics In Q2 2023 we teamed up with our long time research partner Demoskop to look at potential campaign effectiveness increase when brands use 𝗹𝗮𝗿𝗴𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗢𝘂𝘁 𝗢𝗳 𝗛𝗼𝗺𝗲 in their DOOH mix. This was and still is particularly interesting in the Nordics as traditionally smaller formats and reach has dominated buying patterns. We have several studies from the UK clearly demonstrating the value of impact full motion DOOH but lesson learned; local findings resonate better. 👉We looked at the Fusion Network which is our largest DOOH network featuring both small and large format full motion digital locations predominantly located in the shopping mall environment. 👉We then separated shopping malls with only small format from those also combining impact DOOH locations with small format 👉Based on 3,000 interviews in total The study was intended as 'a first feel' and it presented some interesting data that we will pursue further. It gives further reason why you should Ask For It By Name. #DOOH #Effectiveness #Study #AskForItByName

Did you know that OOH has an online sales multiplier of 1.7, meaning for every £3 spent in store due to OOH, £2 is spent online! Brilliant 'Clicks and Mortar' webinar yesterday from GroupM hosted by Tom Jameson and in partnership with Cebr, Clear Channel UK, Global and JCDecaux, unveiling new research showing how OOH drives ecommerce spending plus a deep dive into key categories. As the latest AA/WARC figures show, last year only three channels grew and these included Online and OOH, showing that the two-screen future of Online and OOH has arrived. This webinar is a must-see. #insight #OOH #DOOH

Businesses in this sector are about to boom. The Digital Out of Home (DOOH) advertising industry is growing rapidly. Here's the brief: Revenue Surge: The global DOOH market is projected to hit $22.7 billion by 2026, reflecting a robust compound annual growth rate (CAGR) of 10.7%! Market Penetration: As of 2024, DOOH accounts for approximately 10% of the total Out of Home (OOH) ad spend, and this share is steadily increasing. Top Spending: North America and Europe are leading the charge, contributing over 70% of the global DOOH revenue, driven by major investments in digital infrastructure and technology. The DOOH industry is not just growing—it's thriving! Business #DOOH #Advertising #Ownabusiness

Nice study done to once again show the effectiveness of an omnichannel approach. We know how much value digital channels can bring to sales activation of any campaign, but we should never run these campaigns in isolation, mixing them up with traditional and reach platforms, ensures we create mass brand awareness, which ultimately will build a more robust brand for the future. As we see below, not only does it build brand trust it enhances the performance of our digital campaigns. This study concluded that the use of OOH amplified in store, as well as online sales, by a factor of 1.7 times. Marketers should not forget the basic principles of marketing and should include a marketing mix when planning any media campaigns.

Provantage CEO Jacques Du Preez led our first-ever Provantage Summit, reporting back from the WOOH Conference and guiding us through eight key global OOH trends that are shaping the industry. OOH has not only surpassed the 5% global ad spend ceiling but is also forecasted to grow by 10-12% over the next five years! However Digital OOH is key and a big area of opportunity for Africa which is behind the rest of the world in the rollout of digital OOH assets. Here’s a snapshot of the key trends in out-of-home advertising from around the world: 1. OOH experienced significant global growth. 2. OOH measurement data became crucial and increasingly available. 3. OOH media ownership consolidated worldwide. 4. Sustainability emerged as a major focus. 5. Retail media saw explosive growth globally. 6. AdTech and programmatic buying rose in prominence. 7.Multi-channel strategies drove OOH expansion. 8. Artificial intelligence is poised to significantly impact DOOH. #DOOH #OOH #ProvantageSummit #Sustainability #Trends #Provantage

Key DOOH Predictions : 📈 DOOH is expected to reach 75% growth by 2027. 🔄 The deprecation of third-party cookies in 2024 is expected to drive increased investment in DOOH 🎯 Programmatic DOOH (prDOOH) on the rise, projected to be 16% of OOH ad spend by 2027. 🚀 AR/VR activations and contextual marketing driving growth. #DOOH #AdvertisingInnovation #DigitalMarketing Detailed insights on: IAB Compass & Digital Out-of-Home: The full report | IAB UK

With nearly half of Americans planning to hit the road this holiday season, it’s the perfect time to connect with travelers through DOOH (digital out-of-home) advertising. From bustling airports to vibrant city centers, DOOH enables brands to reach holiday travelers in high-impact, high-traffic spaces. 🏙️ Using The Trade Desk’s DOOH tools, you can target key locations and track real-time results—keeping your brand top of mind all season. For insights on making an impact with DOOH, read our blog: https://bit.ly/3NUf2WE #HolidayAdvertising #DOOH #VenturaGrowth #TheTradeDesk

🌟 Inventory Spotlight: Train Stations and Subways for #DOOH Campaigns Digital out-of-home (DOOH) screens, strategically positioned within train stations and subways, offer impressive reach and impact for brands. As the audience is highly diverse, depending on the time, dates, and places where a brand broadcasts its campaign, it helps amplify their pDOOH campaign. Recently, Displayce launched the first-ever programmatic DOOH campaigns on JCDecaux's digital screens inside the Madrid metro in partnership with Publicis Groupe España. We also offer a variety of screen formats worldwide on train and subway platforms, as well as inside stations, on our platform. 🌠 Displayce offers an inventory of DOOH screens for transport locations accessible through #RTB for unparalleled flexibility: ✨ 15k+ screens worldwide ✨ 65+ publishers ✨ Activable through 7 SSP Global España, Intersection Co., MEDIATRANSPORTS, WallDecaux, IGPDecaux, JCDecaux España, JCDecaux Transport Hong Kong, DAX, Global #DOOH #Impact #Inventory #Trains