The Rise of Digital-Out-Of-Home Advertising in Canada

If you’ve noticed more digital screens popping up in cafés, gyms, and restaurants lately, you’re not imagining things. Across Canada, a quiet shift is happening in the advertising world. Businesses are moving away from purely online ads and turning toward Digital-Out-Of-Home (DOOH) advertising, modern digital screens that bring messages to life in public and community spaces.

This change is reshaping how small and medium-sized businesses (SMBs) reach their local customers. And for many, it’s proving to be one of the smartest marketing moves they’ve ever made.

What Is DOOH Advertising?

Digital-Out-Of-Home advertising means digital screens that show ads, announcements, or local messages in public places. You’ll find them in restaurants, waiting rooms, shopping malls, gyms, and even inside coffee shops.

Unlike traditional billboards, DOOH screens can change content instantly, show multiple ads in rotation, and feature local businesses alongside national brands. They grab attention naturally, blending into everyday settings where people already spend time.

For example, someone might see a nearby plumber’s ad while sipping coffee at their favorite café. Later that week, when their sink leaks, they remember the name. That’s the quiet power of DOOH.

Canada’s DOOH Boom

Canada is now one of the fastest-growing DOOH markets in North America. According to industry reports from COMMB (the Canadian Out-of-Home Marketing and Measurement Bureau), digital now makes up over 60% of total out-of-home ad spending in Canada, and that number keeps climbing every year.

This growth is driven by both technology and behavior. Canadians spend more time outside their homes now than during the pandemic years, and businesses are looking for ways to reconnect with them in the real world. DOOH gives advertisers a modern way to do that.

Major Canadian cities like Toronto, Vancouver, and Montreal are leading the way, but smaller communities are catching up fast. Local venues are turning their walls into digital spaces, while regional advertisers discover that they can now appear right where their audiences eat, shop, and socialize.

Why Small Businesses Are Getting Involved

For a long time, out-of-home advertising was something only big brands could afford. Think highway billboards or transit shelters. But DOOH has changed that.

Digital screens are smaller, easier to install, and run on smart software that makes ad placement simple and flexible. Platforms like Gand1 Media Solutions, based in Langley, are helping small businesses tap into this power without the high costs or complicated setup.

Here’s why local businesses are embracing it:

It’s affordable.
Many digital networks now offer local ad slots for as little as a few hundred dollars a month, far less than most social media campaigns that vanish in a scroll.
It’s targeted.
Businesses can place their ads in venues that match their audience. A fitness studio can appear in gyms. A real estate agent can show up in cafés near new developments.
It’s trustworthy.
Seeing a business on a physical screen builds credibility. It signals that they’re part of the community and worth remembering.
It works with online marketing.
DOOH doesn’t replace digital, it complements it. People might see a local ad on a screen and later search for that business online.

Data Behind the Trend

Recent studies show that over 70% of Canadians notice DOOH ads during their daily routines. More than half say they remember brands they’ve seen on digital screens, and nearly one in three take action afterward, whether that’s looking up the business, visiting a website, or making a purchase.

That level of engagement is impressive, especially compared to online ads where click-through rates are often at a very low percentage. DOOH blends visibility with familiarity. It’s marketing that doesn’t feel like marketing.

How Local Venues Benefit

Venues that host screens benefit too. By partnering with local DOOH providers, they can:

Earn passive monthly income from ad revenue shares
Promote their own events or specials on the same screens
Support nearby businesses and community groups

This shared value model strengthens local economies. When small businesses advertise locally and venues host the screens, everyone wins.

The Future of DOOH in Canada

Experts predict that DOOH will grow another 15–20% in Canada over the next few years, outpacing most other media types. As hardware becomes cheaper and networks expand into smaller cities, the opportunity for local businesses will only get bigger.

Soon, digital screens will be as common as posters or bulletin boards once were, but smarter, cleaner, and more interactive.

The technology is also evolving. Some networks now use data like time of day, weather, or traffic patterns to decide which ads appear when. Imagine a coffee shop promoting iced drinks during a summer afternoon or a mechanic advertising winter tire specials as temperatures drop.

This level of flexibility keeps ads relevant and effective.

A New Era for Local Advertising

Digital-Out-Of-Home isn’t just a trend, it’s the next step in how communities connect. For Canadian small businesses, it’s a chance to stay visible, credible, and local in a digital-heavy world.

As customers move through their day, DOOH meets them in real life, in the spaces they already love. It’s advertising that fits naturally into the rhythm of the community -> and it’s here to stay.

If you’re a local business owner looking to grow your reach, now’s the time to look up, not just online. The screen on the wall might be your next big opportunity.

‍