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4 suggestions to make the most of your OOH budget

In every industry, most marketers have a common goal: to ensure their advertising spend brings in more revenue.

Tactics and strategies have to help drive actions and motivate buyers. But how do you know that you’re spending your advertising budget the right way? 

Out-of-home (OOH) advertising is becoming relevant and innovative as ever, and it’s the only traditional format that continues to show consistent growth.

In this digital age, attention spans can be short and privacy concerns aren’t an issue, and OOH coupled with digital innovation can offer some very attractive offers for brands to reach out to audiences. 

But where do you start, and how do you know you’ll get your money’s worth out of OOH advertising? We offer a few suggestions on making sure you’ve covered your bases as you make your foray into this advertising channel. 

1. Create cross-platform ad campaigns and strategies

As with any marketing campaign, a solid advertising strategy is non-negotiable, and when it comes to OOH, your reach and effectiveness can be boosted by incorporating cross-platform campaigns.

The days of single-channel strategies and managing channels separately won’t yield the same results as a comprehensive cross-media strategy. 

Having an integrated strategy that links OOH to other channels can help you determine how well your campaign is performing. But it also has added benefits.

During the early days of the COVID-19 crisis, OOH advertising was one of the most trusted ways to relay important public health information, according to IpsosMRBI.

By creating cross-platform strategies, advertisers can use both OOH and the linked digital channels to quickly update messaging in real-time. 

Digital and OOH advertising have clear synergy and can be used together to plan campaigns. OOH campaigns are memorable, with up to 82% recall, providing a visual experience to target audiences.

Brands that exist mostly in the digital space can capitalize on OOH by encouraging engagement on digital (social media and more).

OOH is more important than ever, and you can maximize your advertising spend by creating cross-platform campaigns that maximize awareness and engagement. 

2. Find a one-stop-shop

Advertising can be a more seamless process when you partner with the right outdoor advertising agency that offers a one-stop-shop for all your needs.

An agency that has a full-service approach can provide support throughout the entire process, helping you choose the right type of advertising and drawing on their wealth of experience for locations, design, and nuances of the particulars of OOH advertising

Rather than spreading yourself thin with multiple suppliers who have to coordinate and work together, a full-service advertising agency will have experts who have experience working together and with clients in a wide variety of industries and different campaigns, and they can help you optimize your campaigns and maximize your results accordingly. 

Look for full-service agencies with years of experience specifically in OOH advertising.

They know the market and challenges you face, your preferences, workflows, and products and services, meaning you can build a long-term partnership with an agency that understands your business.

Their solutions will be customized to your particular situation and needs, and they’ll be able to share best practices with proven success. 

A one-stop-shop with a single point of contact will also save you time. One contract, one account manager,  A regular pain point is coordinating different vendors and connecting with them individually to get through the work involved in OOH advertising.

Full-service agencies may be able to offer better pricing deals, and coupled with knowledge of the area and market, may save you advertising dollars. 

As COVID-19 restrictions lift and people reconnect, socialize, play sort, and take up activities they were deprived of in recent months out of their homes, there will be an important opportunity for OOH advertisers to capitalize on positive feelings and the ‘new normal’.

Choosing a partner with experience who’s not afraid of innovating is crucial, as they’ll be able to help navigate and make the most of this opportunity.

3. Advertise where your customers are: find the right location

Getting your money’s worth out of advertising is about making the right decisions that target audiences in the right way…and the right location. OOH placements are highly location-specific, grassroots, and strategically chosen by the agency so your message can find its way to the audience you’re trying to engage. 

Location is carefully selected to target captive audiences, probably more than any other form of advertising. This allows companies to get a quick understanding of how many people were exposed to their ads and of the impact of their campaigns. 

This can be highly useful when testing advertising campaigns, which can answer questions about impact, audience segmentation response, and other performance metrics.

A smaller budget can be invested to test a message or tactic, and measuring results will allow you to iterate to improve outcomes and performance.

OOH is creatively versatile and reaches audiences regardless of the media they use. OOH can’t be blocked, skipped, or deleted. And while digital advertising audiences are fragmenting, OOH audiences are consistently increasing, and your audience is captive. 

Agencies with the right network can offer everything from grassroots, local, regional, and national media placement opportunities. This means brands can reach audiences at a national level for a highly competitive CPM. 

4. Don’t forget your loyal customers 

Getting value out of your advertising spend isn’t just about creating awareness or driving new sales. Too many marketers prioritize acquiring new customers over retaining customers, again according to Nielsen ( 41% of marketers rank acquiring new customers and 28% named increasing brand awareness as the top objective, compared to 13% for retaining customers). 

Unfortunately, this often means that you may be missing out on an opportunity. With customer loyalty dropping globally, brands can’t rely on previous exploits to keep their customers. They need to adjust their marketing techniques and tactics (and investment) to boost and recapture customer retention. 

Acquiring a new customer can be far more expensive than retaining an existing one, and if you believe research by Bain & Company and KPMG, among others, if you can increase customer retention rates by 5%, you increase profits by anywhere from 25% to 95%. This can be the biggest revenue driver. In fact, customer retention can mean the difference between companies that grow and those that stagnate. 

So when you’re determining your advertising budget, be sure to carve a space for campaigns that target existing customers. Diversifying your customer base is important, but so too is rewarding those who stay loyal to your brand. And if you can use OOH effectively to offer genuine, relevant content to your loyal customers, you’ll likely be rewarded and appreciated, especially during turbulent times like these. 

Over to You

Are you taking advantage of the strengths of OOH advertising to reach your ideal customers? Contact Rec Media today, so that we can help you make the most of your advertising budget.

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As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.


As a member of the leadership team, Karen helps set direction for Rec Media’s business development. Her background in business strategy, with expertise in sales and marketing, makes her contributions focused on the company’s brand integrity, customer relationships, client innovations, and partnership development.

Previous experience includes business development and sales/marketing management with a variety of companies, including CTV, RedPoint Media, and Canada Wide Media. She now runs a successful consulting practice and is proud to include Rec Media as a favorite.

Karen is happiest working with a team, guiding everyone toward the corporate vision. Her career and life journey has taken her from Saskatoon to Toronto, then Calgary, Vancouver, and now back in Calgary where she spends most of her time with her large, exuberant, very active, and extremely close circle of family and friends.


Christophe is a Financial and Operational Consultant/Entrepreneur who is skilled at navigating organizations through change, achieving increased efficiencies and bottom line results. Christophe is an engaging entrepreneurial team-builder combining strategic, analytical and creative approaches to solution development and implementation.

His specialties include mergers and acquisitions, financing, process reengineering, forecasting and budgeting, Management Practices, Communications, Performance Improvement, Strategic Planning, Change Management, Mentoring & Coaching Staff, Radio and TV Broadcast Media operations and Team building.


David Sedgwick is a managing director with Balmoral Wood Alternatives which designs, invests in and manages global alternative investment strategies.

David has an extensive background in capital deployment and management related to real estate, infrastructure, energy and non-correlated alternative asset categories, as well as general corporate finance expertise across a variety of mid-market manufacturing, services, real estate, energy and alternate asset industries.

David is actively interested in alternative investment opportunities for institutional grade investors.


Amanda has extensive experience in both media strategy and broadcasting, with a solid track record of leading businesses and teams through complex environments. Amanda is skilled in Digital Strategy, Integrated Marketing, Advertising, and Business Development; and has held senior leadership roles in organizations such as Cossette, MediaCom and Shaw Communications.

She is a savvy industry veteran who intimately understands the needs of both advertisers and consumers.


Stéfan is Chief Talent Officer & CEO at Mandrake Human Capital which operates in the Search, Career Transition, Leadership Development, and Onboarding/Executive Acceleration.

Mandrake has recruited more than 10,000 executives in Canada and is one of the country’s largest firm in its sector. A graduate from McGill University, he started his career as a marketer at Procter & Gamble before joining Mandrake as a Consultant. He became Partner in 1991, and CEO in 1999. He is also is Executive Director of IMD, Mandrake’s 30 country strong global partnership.

Stéfan has led hundreds of executive engagements in Finance, Sales, HR, Marketing, Communications, and Strategy for various service, not-for-profit, and manufacturing companies.

He is an expert on the issues surrounding the changing face of human capital in today’s market, and a leader in creating and structuring competitive advantages for clients.


As Account Manager and Venue Partnerships, Brian consults directly with businesses to grow their brands and reach the communities they serve through our recreational facility network and advertising platforms. Additionally, Brian works with our venues to ensure the highest level of long-term success for both our clients and venue partners.

Originally from Saskatchewan, Brian has called Calgary home for over 30 years, most of which in the Calgary media landscape in radio broadcasting, print, OOH, and digital advertising.  Brian's knowledge of our venue audience and expertise in advertising platforms, campaign planning and brand development is a valuable resource for our clients.

Brian and his wife, Joy, have two teenage boys that keep them entertained.  When Brian's not working, you’ll still find him at the local rink enjoying his kid's hockey games, spending a weekend away camping or playing golf at the nearest golf course!


As Retail Account Manager, Calgary & Area, Mirza helps brands connect with their local community in recreational facilities.

Mirza works hard to ensure that he fulfills his client’s key marketing communications ethos day in and day out.
Prior to immigrating to Canada, Mirza obtained an MBA in Marketing & Sales from Amity Business School and worked with companies throughout India, UAE and Mauritius, managing advertising campaigns at various levels across the OOH and traditional media domain.

When Mirza is not working, you’ll find him travelling the world with his wife, playing cricket, watching Lawn Tennis and sharpening his singing skills.


As the VP of Sales, National, Jeff oversees the Rec Media sales team and works directly with corporate and agency accounts to grow their brands strength and integrity in the community recreational facility landscape.  He’s passionate about helping businesses uniquely connect with local communities in over 5,000 facilities across Canada.

Jeff grew up on a farm in Southern Alberta, has an MBA from the University of Calgary, and has 20 years’ experience leading sales teams within the broadcasting, digital media, and software industries.

When Jeff’s not working, you’ll find him boating with his wife and three kids, working on his classic Mustang fastback or playing a tune on the piano.


As the Accounting Clerk, Taylor’s responsibilities include collecting and posting accounts receivable invoices, verifying and processing accounts payable, as well as assisting in daily accounting operations.

Originally from Mountain View, Alberta – Taylor graduated from the University of Calgary with a Bachelors of Commerce majoring in Accounting. When she’s not working, you can find Taylor enjoying the outdoors with her husband, riding horses on her family ranch or curled up with a good book.


As Operations Team Lead, Allie is responsible for overseeing the execution of advertising campaigns by liaising with both the client and recreational facilities that the advertising is placed in.

Allie works hard to ensure that clients’ media requirements are accurately and timeously executed; while developing and maintaining key relationships with recreation facilities across Canada.

Allie was born and raised in Calgary and graduated from the University of Victoria with a major in Sociology and minor in Business. While in University, Allie studied abroad in Utrecht, The Netherlands. When she’s not working, you can find her on the Padel courts, watching movies, or traveling.


As the Senior Accountant, Renata’s responsibilities include reconciling account balances and bank statements, maintaining general ledger and assist with tax returns.

Renata works hard to oversee general accounting operations by controlling and verifying the financial transactions, in an effort to ensure accuracy and effectiveness in all of Rec Media’s accounting tasks.

Originally from Prague, Czech Republic – Renata has close to 20 years of accounting experience with a thorough knowledge of accounting principles to analyze financial reports and forecasts.

When she’s not working, you’ll find Renata hanging out with her three boys (mostly in hockey arenas) or enjoying Canada’s beautiful forests and scenery.


As a Media Project Coordinator, Ashley works on liaising with clients and various recreation facilities to help businesses reach the communities they serve.

Ashley works hard to ensure that the client is completely satisfied with the end result and the advertisement looks exactly how they pictured.

Originally from Birmingham, England – Ashley has one year of experience in the media advertising industry.
When he’s not working, you’ll find Ashley working out, playing hockey or just about every other sport.


As the Ski Advertising Sales Consultant for the Quebec region, Sylvie helps local businesses connect with desirable audiences in some of Canada’s most sought after ski resorts.

Originally from St-Sauveur, Quebec, Sylvie has spent many years on the ski hills (since she was 3 years old!) and knows her territory all too well. Her 20+ years in the sales and marketing field has enabled her to understand the specific needs for each of her clients.

When she is not working you will find her at the many sporting competitions (soccer, skiing and volleyball to name a few) her four children are involved in! She likes to ski, go for walks in the woods with her hubby and enjoys a delicious latte to kick start her day!


As the Senior Account Manager for Calgary and the surrounding areas, Dianna’s primary objective is to help businesses reach and connect with desirable audiences in community sports and recreation environments.

Dianna works hard to ensure that she has an understanding of her client’s business needs in an effort to determine their best fit to fulfill their campaign marketing goals.

Originally from Edmonton, Alberta – Dianna has over 20 years of sales experience across a variety of industries.

When she’s not working, you’ll find Dianna traveling to tropical destinations and indulging in her favorite pastime, paddle boarding. She also loves to be creative, painting with acrylics or just relaxing with a good book and a nice glass of wine.


As the VP of Sales, Eastern Canada, Mary K works with corporate advertising agencies and clients in Ontario, Quebec and Atlantic Canada. Having worked in the out-of-home advertising space for 20 years she understands the effectiveness of the medium and recognizes that Rec Media provides advertisers with a unique advantage to “give back” to communities!

Mary K is passionate about building relationships and developing partnerships within the industry. By promoting Rec Media’s community recreational network and providing corporate social responsibility solutions to marketers across Canada she is excited for what the future will bring.

Mary K is truly living the Rec Media story. She loves to ski with her family, play basketball in the driveway and spends the majority of her winter in hockey arenas across the GTA watching her son work towards his NHL dream!


As the Office Manager/EA, Judy provides administrative support to the CEO as well as the entire team. Judy juggles everything from people to pens; and uses her extensive experience and organizational skills help keep the Rec Media engine running! In addition to organizing meetings, training sessions and other team events; she assists the IT and Accounting Department with various daily tasks.

Judy’s experience and many years with the company enable her to effectively assist the team and ensure they have everything they need. Needless to say; she has become the natural go-to for her colleagues.

Originally from Prince Albert, Saskatchewan – Judy’s prior experience has primarily been in Retail Management.

When she’s not working, you’ll find Judy spending time with her family, attending live performances or creating her own fun!


As President and CEO, Troy’s role touches on just about everything in the organization. A serial entrepreneur, he loves (much to the chagrin of his staff) to have his fingers in everything!

Thankfully, over the years he’s gotten much better at empowering and trusting the capable people on his team to do the job they were hired to do. He still manages to keep a pulse on and provide insight on all things marketing, sales, operations, IT and even accounting – just from a little farther distance than before. Troy works hard to ensure that his oversight and guidance resources and supports everyone in their role, without crossing over into the realms of micromanagement, nor abdication.

Originally born in La Belle Province (Montreal), and having spent several of his younger years in southwestern Ontario (Kitchener-Waterloo and Toronto), Troy now resides full-time in Calgary, with frequent trips between the Calgary head office and Rec Media’s offices in Vancouver, Toronto and Montreal. Troy has had the privilege of residing in all four of the great Canadian cities where our offices are located.

With almost 25 years’ experience in the marketing and advertising industry, Troy frequently jokes that he “started when he was 12”. But he loves the industry and wouldn’t rather be anywhere else.

When Troy is not working, you’ll find him out swimming or riding his bike, or just hanging out with his wife and 3 kids eating great food and drinking even better wine (hence the need for the biking and swimming!), and tackling the never ending list of amazing places to see and visit on this beautiful planet.