Triple-digit growth continues for mobile
Mobile internet ad spending in Canada is set to continue triple-digit growth rates this year, eMarketer forecasts, reaching C$326.5 million (currently, US and Canadian currency are close to parity).
Search will be the fastest-growing mobile ad format this year, with advertisers upping spend by 129.3% to C$170.6 million. Display growth is nearly as fast, though, coming in at 128.0% this year.
Rapid growth in mobile is giving a boost to overall digital ad spending, which includes mobile as well as desktop and any other internet-connected devices. eMarketer expects total digital ad growth in Canada to hover between 9% and 10% for the next few years, and reach C$4.64 billion by 2017.
By that year, digital ad spending will represent 29.7% of total media ad spending in the country, eMarketer predicts, and mobile internet ad spending will account for more than a third of the digital 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. Additionally, 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 reevaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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