Digital to Grab More than One-Third of Ad Spending in Canada - eMarketer
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Digital to Grab More than One-Third of Ad Spending in Canada

Mobile will pass desktop in share of digital ad spend in 2017

April 16, 2015

Digital media—and especially mobile—is gaining an increasing share of total ad spending in Canada, according to eMarketer’s latest estimates of ad spending around the world. More than one in three ad dollars in Canada will go toward digital media buys this year, eMarketer projects, and over one in 10 ad dollars will go specifically toward mobile.

Total Media Ad Spending Share in Canada, by Media, 2013-2019 (% of total)

Overall, eMarketer expects the paid media market in Canada to increase by 5.0% in 2015. Digital ads will grow at three times that pace, and mobile ads at 13 times that pace.

Outdoor will be the only other medium to increase faster than the average, with radio, TV and print all set to lose share due to slower-than-average growth.

Search dominates the digital ad market in Canada, accounting for a forecast 53.5% of all spending this year. That share is down slightly and will continue to drop slowly throughout our forecast period, though search will maintain a majority of digital ad spending. Classifieds will also see a slight drop in share. Display, meanwhile, will gain market share, while email holds steady.

Mobile Ad Spending Share in Canada, by Format, 2013-2019 (% of total)

The picture on mobile is similar: Search has a slight majority of mobile ad spending, and display is somewhat behind. On mobile, a smaller percentage of total spending goes toward classifieds or email, leading to a more even split between search and display.

Desktop-based digital advertising still accounts for nearly two-thirds of total digital spending in Canada, with mobile making up the remainder. That has already shifted significantly; as recently as 2013, 87.4% of all digital spending was on ads served to PCs. By 2016, the split will be almost even, and 2017 will be the first year the majority of digital spending in Canada tilts to mobile. By 2019, seven in 10 digital ad dollars in Canada will go toward ads served to mobile devices.

eMarketer bases all of its 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 its 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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