1. Canadian Shoppers Attitudes and Perceptions of DOOH
Rosanne to cover this section

2. Canadians Agree That DOOH is Effective in Communicating Public Safety Messages
85% Total 18-64
81% across three cities
MONTREAL
82%
TORONTO
79%
VANCOUVER
79%
Source: BrandSpark 2016

3. 7 in 10 Canadians Accept Digital Signs as Normal Part of Public Space in Large Cities
70% Total 18-64
70% across three cities
MONTREAL
79%
TORONTO
69%
VANCOUVER
66%
Source: BrandSpark 2016

4. Past week recall of digital OOH ads is high in Canada’s major cities
% That Recall Digital Outdoor Ads in the Past Week (Shoppers 18-64)
45% Canada Overall
56% TORONTO (index 1.23)
50% VANCOUVER (index 1.10)
47% MONTREAL (index 1.13)
Source: BrandSpark 2016

5. DOOH is Seen as an Effective Way to Communicate Timely and Relevant Information
% strongly or somewhat agree
Total 18-64
Toronto
Montreal
Vancouver
Net 3 cities
Digital signs are an effective way to communicate important and
timely information
73%
81%
71%
63%
74%
Digital signs provide current and relevant information
61%
57%
65%
Source: BrandSpark 2016

6. Many Canadians Agree that DOOH Stands Out More than Static OOH, Online and TV
% strongly or somewhat agree
Total 18-64
Toronto
Montreal
Vancouver
Net 3 cities
I am more likely to notice advertising on a digital sign than
a static billboard.
53%
58%
48%
50%
52%
Advertising on digital signs stands out more than advertising
online.
49%
56%
46%
51%
on TV.
39%
36%
41%
44%
Source: BrandSpark 2016

7. Approximately 1 in 2 agree digital ads may provide useful information on products or services, and are interested in interacting to access promotions.
% strongly or somewhat agree
Total 18-64
Toronto
Montreal
Vancouver
Net 3 cities
Digital signs provide useful information on products and
services.
55%
61%
53%
57%
I am interested in interacting with digital ads to obtain information or promotional offers on products/services that are of interest to me.
44%
50%
47%
36%
45%
Source: BrandSpark 2016