Digital Out-of-Home (DOOH) advertising is a growing area of interest for marketers in Canada, whether as a standalone strategy or an extension of existing media plans. To unlock its full potential and drive brand success, it’s crucial to understand the unique benefits, strategies, tactics, creative possibilities, and key considerations associated with DOOH. This resource centre is designed to equip you with the knowledge and tools needed to navigate the DOOH landscape in Canada and maximize your advertising investments.
Barometer Reports
- NEW! – The State of Digital Out of Home in Canada, Spring 2024 (Member Access Only)
For Non-IAB Canada Members – request access to the report by emailing [email protected] - The State of Digital OOH Advertising in Canada – April 2022
- The State of Digital OOH Advertising in Canada – April 2021
- Digital Out of Home (DOOH) Barometer Report – April 2019
- Digital Out of Home (DOOH) Barometer Report – May 2018
To access all our other Barometer Reports, click here.
NEW! – Oh! The Impressions you make with DOOH
Mar 2025
IAB Canada’s Digital Out-of-Home Committee has developed a visual explainer showcasing the power of DOOH. This resource covers everything from creative formats and audience engagement to buying methods.
Click here to access the visual explainer.
Digital Out of Home (DOOH) & In-Store Retail Media Playbook
May 2024
The playbook focuses on how brands and retailers can partner to enhance the in-store experience to deliver a comprehensive, shopper-centric approach. It examines the strategic partnerships that drive a unified commerce experience within physical store environments, highlighting the importance of understanding shopper missions and behaviors. The playbook underscores the need for effective closed-loop measurement to refine in-store strategies, ensuring that every aspect of the consumer’s journey aligns with their preferences and enhances overall engagement directly at the point of sale.
Click here to access the playbook.
Webinar Recordings (Member Access Only)
- Summer Essentials: Value of DOOH Integration, July 24, 2023
- Creativity at the forefront of data-driven campaigns, May 17, 2023
For Non-IAB Canada Members – request access to the Webinar Recordings by emailing [email protected]
Case Studies on DOOH
| Category | Case Study | Source | Release Date |
|---|---|---|---|
| Retail | Costco TV Canada – Increase brand awareness and purchase intent | PRN | Nov 2025 |
| QSR | Pizza Pizza – New product launch | Pattison | Sep 2025 |
| Entertainment | Calgary Stampede – Build strong awareness and engagement | Pattison | Jul 2025 |
| Food Delivery | Edo Japan – 3D for attention | Pattison | Jun 2025 |
| Finance | National Bank – Contextual relevance supports & elevates brand values | Captivate | May 2025 |
| Automotive | RAM – Drive awareness | Pattison | May 2025 |
| Tech | Dell – Precision meets elevated impact ▶ Watch Video |
Captivate | Apr 2025 |
| Retail | Staples – Elevating confidence in shipping solutions when it mattered most | Captivate | Apr 2025 |
| Finance | PC Financial – Elevating engagement | Captivate | Apr 2025 |
| Gaming | FanDuel – Betting on context & connection | Captivate | Feb 2025 |
| Tech | Salesforce – Increase awareness and consideration | Captivate | Jan 2025 |
| Automotive | Lexus – Motivate action | Pattison | Jan 2025 |
| Data | Adelaide – Optimized and targeted attention | Captivate | Q2 2024 |
| Retail | Levi’s/Matterkind Case Study | Vistar Media | 2024 |
| In Office | The Office Study | COMMB | 2023 |
| Food & Beverage | Subway Case Study | MiQ | 2021 |
| Retail | Ikea/Starbucks Case Study | Rogers Media | 2021 |
| Retail | RYU Case Study | Zoom Media | 2021 |
| Transit | UP Express Case Study | ALLVISION | 2021 |
Access our full Case Study Library.
IAB Canada DOOH Industry Snapshot 2021
With special thanks to IAB Canada’s DOOH Working Group (a sub-committee of the DOOH Committee), this resource was developed to help generate awareness on the benefits and best practices that are emerging in this exciting channel.
Learn more here.
Introduction to Programmatic DOOH