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OMAC: Out-of-home spending up in 2014

According to the Out-of-Home Marketing Association of Canada, revenue for out-of-home advertising during the first six months of 2014 has increased 5.5%, compared to the first six months of 2013, based on data from Nielsen. This is in comparison to total advertising spending, which has increased by 2.5% during the same period. In addition, the share of media spending going to out-of-home advertising has increased from 6.8% in 2013 to 7% in 2014. The categories with the largest increases in out-of-home spending are the telecommunications, financial services, media and alcohol sectors.

"The perception and use of [out-of-home] is changing," said association president Rosanne Caron. "[Out-of-home]'s strength of quickly building mass awareness can now be leveraged with digital, mobile and social media to increase consumer interaction and create immersive brand experiences."

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