Digital 2026 reporting shows that Canada is now one of the most connected markets in the world, with internet penetration at 95% and more than 82% of the population active on social media.
With audiences so digitally saturated, marketers are looking for channels that break through the noise—and that’s where OOH (Out-of-Home) is seeing real momentum.
Vistar Media’s latest creative trends report highlights that brands are shifting toward contextual, dynamic creative and real-world experiences that feel more human and less algorithm-driven, making DOOH (Digital Out -of-Home) one of the fastest-growing environments for meaningful reach.
These behavioural shifts align directly with the OOH examples we’re seeing heading into 2026—from cultural-moment takeovers to retail media integrations and big-stage brand reveals (like Justin Bieber’s global album launch).
As brands navigate a more fragmented media landscape, Out-of-Home is becoming one of the most dynamic channels in Canada, and 2026 is shaping up to be a breakout year. Vistar Media Canada has identified five key trends set to define the space:
- OOH + CTV integration accelerates: marketers seek unified audiences across screens.
- Cultural-moment OOH surges: brands reacting to real-time trends and amplifying social buzz.
- OOH remains the go-to stage for major announcements, from album drops to big brand reveals. Think Justin Bieber’s global launch for his album earlier this year!
- Retail media continues rapid growth, with DOOH playing a larger role in shopper journeys.
- Location-based targeting heats up ahead of cultural events, letting brands capture fan traffic around venues without in-stadium price tags. With 3 Canadian teams in the NHL playoffs in 2025, brands were capturing Canadian pride!
Some examples Vistar Media Canada saw in 2025 which will continue through 2026, including:
- Justin Bieber’s big OOH play announcing his latest album making a big splash across the world
- The Brick’s cheeky response to IKEA and Sleep Country showcasing the flexibility of OOH
- Canadian’s celebrating their pride, and their brands, with three Canadian hockey teams in the NHL playoffs
- Brands building off the success of new concert venues (like Downsview Park’s concert venue) and the role OOH plays in attracting the right audiences to your brand.
Scott Mitchell, Managing Director at Vistar Media Canada, said Canada is more digitally saturated than ever, and marketers are feeling the impact.
“When every feed, inbox and screen is fighting for attention, brands are realizing they need moments that break through, not just more impressions. That’s where OOH and DOOH have re-emerged as essential channels.
What we’re seeing is a shift from “digital versus physical” to “digital plus physical.” Advertisers are starting to treat real-world screens as high-value attention environments, places where people are receptive, not scrolling,” he said.
“Whether it’s a commuter waiting for transit or a shopper in a high-intent retail zone, DOOH gives brands a way to reconnect in a more grounded, distraction-free setting. In a saturated digital world, physical spaces have become the new premium.”
Vistar’s report points to a shift toward contextual and dynamic creative. What does “more human, less algorithm-driven” advertising look like in practice?
“More human doesn’t mean less technology, it means using technology to create relevance that actually feels real. We’ve spent the last decade optimizing media around algorithms; now we’re optimizing around context,” explained Mitchell.
“In practice, that means ads that shift based on the world around them, creative that adapts to cultural signals, mood, environment, or even the time of day. Dynamic DOOH lets brands speak to people the way a great storyteller would: with timing, tone and context.
“Instead of blasting the same generic message everywhere, we’re seeing campaigns with 50–100 creative variations that reflect what’s happening in the moment. It’s technology enabling humanity, not replacing it.”
Mitchell said the big cultural moments have raised the bar for everyone.
“A decade ago, DOOH was about reach and repetition. Now it’s about spectacle, coordination and real-time amplification. Activations like Bieber’s album launch proved that DOOH can be global, synchronized and culturally loud, a way for brands to insert themselves into the moments people are already talking about. And because DOOH pairs so well with social, these campaigns don’t just live on physical screens; they create the kind of content people actively share. The expectation now is that DOOH shouldn’t just “run.” It should participate in culture,” he said.
With internet penetration at 95% and social media usage above 80%, what unique advantages does OOH offer that digital and social channels can no longer deliver on their own?
“OOH delivers two things the digital ecosystem can’t: trust and presence.
First, OOH is inherently brand-safe and fraud-free. When nearly all Canadians are living online, the physical world becomes one of the few places where brands can guarantee real human exposure,” noted Mitchell.
“Second, presence matters. Seeing a brand in the real world creates a different level of credibility, it signals scale, permanence and cultural relevance in a way that digital simply can’t replicate.
“OOH also benefits from being the “interruptor people don’t resent.” There’s no skip button, no feed fatigue, just a well-placed moment that lands because it’s part of the environment, not an intrusion.”
Mitchell said that by 2026, OOH will feel much more like the rest of the modern marketing stack, measurable, targetable and fully integrated, but with the added benefit of real-world scale.
“We’re moving into an era where DOOH will be tied directly to outcomes: store visits, purchases, app behaviour, even loyalty engagement. Attribution will be clearer, and brands will be able to personalize at the audience-segment level without ever becoming “creepy” at the individual level,” he said.
“And as retail media networks grow in Canada, OOH will play a bigger role in connecting awareness to action. A shopper might see a DOOH ad on their commute and then encounter the same brand message at the point of sale, that’s incredibly powerful. Ultimately, the evolution of OOH is about impact. More intelligence, more creative flexibility, and more ways for brands to show up meaningfully in people’s everyday environments.”
More from Retail Insider:
