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Study: Effects of pandemic on out-of-home marketing

The Canadian Out of Home Marketing and Measurement Bureau has released a report on the effect of the COVID-19 pandemic on out-of-home advertising. According to the report, consumer movement showed an increase in June, leveling off in July. The report states that, with restrictions easing in most provinces, businesses and travel behaviour patterns are “close to pre-pandemic norms,” with a resulting return to normalcy for out-of-home advertising. This study is restricted to place-based advertising displays, such as those found in bars, restaurants, stores and recreational venues, as well as transit advertising.

According to the study, visitation to these locations across give provinces was up 15% since June 1 to a level 10% below historic norms. Quebec increased 20% to 8% below the baseline. Ontario is up 13% to 19% below the norm. British Columbia is up 13% to 12% down. Alberta is up 9% to 11% down. Nova Scotia is back to normal activity at 1% above the usual norm.

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