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Automotive Brands Lead RTB Ad Spending Race in Canada

Global and national brands are the biggest spenders on RTB ads overall

Data from Q4 2013 points up some potential differences between the real-time bidding (RTB) ad markets in Canada and the US, at least based on impressions served over Casale Media’s Index ad-serving platform.

The ad server reported that the highest-spending industry in Canada when it came to RTB was automotive, with 26% of the total. Auto ads accounted for only half as much RTB spending in the US, according to the same data. Meanwhile, retailers in Canada accounted for 22% of spending, vs. 32% in the US—making retail the highest-spending industry south of the border.

Most spending in Canada came from global or national brands, with a smaller share kicked in by regional and local players.

Casale Media also reported that the vast majority of RTB impressions the Index platform served were to Windows-based desktop or laptop PCs (85%), followed by Macs (15%). Just 9% of impressions were served to mobile devices, with the iPad dominating.

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