Automotive Brands Lead RTB Ad Spending Race in Canada - eMarketer
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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

July 1, 2014 | Advertising & Marketing

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.

Share of Real-Time Bidding (RTB) Spending for Leading Industries in Canada vs. US, Q4 2013 (% of total on the Index 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.

Real-Time Bidding (RTB) Spending in Canada, by Brand Tier, Q4 2013 (% of total on the Index platform)

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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