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Mobile Grabs More Share of Digital Dollars in Canada

Digital as a whole claiming more of the total media ad market

March 20, 2014 | Media Buying

The days of triple-digit gains may be behind Canada’s mobile internet ad market, according to eMarketer’s latest forecast, but ongoing robust growth is expected to take expenditures from C$326.5 million ($316.99 million) in 2013 to more than C$2.00 billion (nearly $1.95 billion) by 2018.

This year, advertisers in Canada will boost spending on all non-messaging-related mobile ad formats served to phones, tablets and other internet-connected mobile devices by more than 70%. While growth will continue to moderate throughout the forecast period, mobile will account for an ever-greater share of the total digital ad spending pie. eMarketer predicts that this year, 14.6% of all Canadian digital ad spending will go toward mobile impressions, up from 9.4% in 2013. By 2018, the proportion will approach two in five ad dollars.

Mobile Internet Ad Spending in Canada, 2012-2018 (millions of C$ and % change)

And just as mobile’s growth is driving the digital total ahead, claiming a greater share of those ad dollars, digital as a whole is continuing to gain share of the total media ad market—though at a much less dramatic pace. This year, digital ad spending will surpass one-quarter of the total that marketers in Canada spend on paid media placements. By 2018, digital’s share will still only reach about 31%.

Digital* vs. Total Media** Ad Spending in Canada, 2012-2018 (billions of C$ and % of total)

eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.



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