Following the disruptions of the COVID-19 pandemic, 4 in 5 workers are now traveling to locations outside their homes, reflecting the resurgence of in-person work and the growth in Canada’s population and employment.

As Canadians embark on their daily journey again, out-of-home (OOH) advertising has become more significant. Increased commuting time offers brands new opportunities to engage individuals, making their travel experiences more memorable and rewarding. Pattison and Horizon Media have teamed up to better understand Canadian perspectives on OOH media, particularly focused on up and coming Digital, 3D, and Faux/CGI OOH ads.

What we found:

  • Out-of-Home Remains Relevant: Increased commuting and population boost OOH advertising impact.
  • OOH Ads Entertain Commuters: OOH ads boost awareness, connect brands with communities, and disrupt mundane daily commutes.
  • Canadians Crave Creativity and Innovation: OOH Ads must be quick, eye-catching, and memorable in order to resonate.
  • 3D OOH Ads Increase Engagement: 3D OOH enhances engagement, perception and social shares.
  • Younger Audiences Resonate with Innovation: 3D OOH engagement was particularly higher with Gen Z and Millennial audiences.

For the full report, click ‘Download PDF’ below.