News & Events

News & Events

OOH Advertising Outperforms Other Media in Reaching Consumers on the Path to Purchase


Toronto, September 6, 2016

A new study by TouchPoints Canada shows that OOH outperforms traditional media in reaching consumers during their purchase activity for any product. In fact when they looked at weekly media exposure, they found that OOH had the highest reach at 88%.

The study analyzed reach across 21 product categories and found that consumers have the highest level of exposure to OOH in16 out of 21 categories when compared to TV, Radio, Newspaper, Online, Magazine and Smartphone exposure. This clearly demonstrates the power of OOH in reaching and influencing consumers on the path to purchase.

The study also revealed that from the time consumers consider a purchase, to making a purchase, OOH consistently outperformed all other media. Almost 3/4 of consumers are reached in the same half-hour that they make a purchase decision in any category. As we become increasingly connected there is tremendous synergy between mobile and OOH for search, to interact with brands or consider making a purchase. 

“The Touchpoints study reveals that OOH reaches consumers when they are in an alert state of mind which has a positive impact on purchase behavior. Recent biometric studies support this and show that consumers are more likely to act on advertising messages they see outside the home compared to inside the home,” commented Rosanne Caron, President of OMAC.

About OMAC
OMAC is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media.

OMAC members include Astral Out-of-Home, Clear Channel Canada, Lamar Advertising Company, OUTFRONT Media, PATTISON Outdoor Advertising and Quebecor Media Out-of-Home. OMAC members support the communities they do business in by donating more than $24 million annually in advertising space for charities and non-profit organizations. For more information visit

For more information please contact:

Rosanne Caron
President, OMAC
416.968.3435 x 108

Jacques Major
Director, Marketing and Communications, OMAC
416.968.3435 x 107

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Government Used Digital Billboards to Post Emergency Messaging During Hurricane Matthew

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WiFi Recharge Stations Coming Soon

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