eMarketer forecasts online ad spending in Canada will reach CA$3.08 billion ($3.11 billion) in 2012, an increase of 16.3% over 2011. Robust growth will continue through the forecast period, with spending topping out at CA$4.51 billion ($4.55 billion) in 2016.
Online ad growth will far outpace that of total media, which will maintain single digit increases through 2016. As a result, online’s share of total ad spending will be 23% in 2012 and near 30% by 2016.
Search has and will maintain the largest share of online ad spending from 2010 to 2016. In fact, eMarketer forecasts search’s compound annual growth (CAGR) of 11.2% will outpace that of classified (8.6%) and display (9.9%) during the forecast period. However, online video spending growth, which is starting from a smaller base, will leave search in the dust thanks to a CAGR of 34.3%.
eMarketer benchmarks its online ad spending projections against the IAB Canada, for which the last full year measured was 2010. We include classifieds and directories, display (including banner, direct response/lead generation, rich media and sponsorships), email (embedded ads only), search and video ads. Mobile is excluded from online ad spending estimates for Canada.
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.
Check out today’s other articles, “Has Timeline Increased Engagement on Facebook?” and “Smartphone Population Gains Users, Young and Old.”
Join eMarketer for a free webinar:
Thursday, April 23, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.