Canada Programmatic Ad Spending Forecast 2016: Automated Methods Will Increasingly Dominate Display Ad Buying - eMarketer

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Canada Programmatic Ad Spending Forecast 2016: Automated Methods Will Increasingly Dominate Display Ad Buying

eMarketer Report

By: eMarketer

Published: October 18, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer predicts that 2016 will be the first year when more than half of digital display ad spending in Canada will be placed by automated methods. Strong growth will continue through 2018 as programmatic advertising consolidates its standing as the primary means of buying and selling digital display ads in Canada.

  • Six in 10 digital display ad dollars in Canada will transact programmatically in 2016, and climb to a 74.0% share by 2018. Fast-rising adoption of programmatic methods to place mobile and digital video ads will drive this growth, influenced by programmatic direct ad products from Facebook and Google.
  • For the second year in a row, programmatic direct ad dollars will exceed spending on real-time bidding in Canada. The vast majority of this spending will come from API-based programmatic ad buying on social sites like Facebook and Twitter.
  • Private marketplaces (PMPs) will score a larger share of ad spending via real-time bidding in Canada than in the US, the UK, France or Germany. PMP buys will represent 39.5% of RTB spending in Canada this year, and 49.0% by 2018.
  • Programmatic spending on mobile advertising will surpass such investment on desktop in Canada for the first time in 2016. This closely follows consumer time spent with media figures for Canada, where mobile exceeded desktop for the first time in 2015. By 2018, mobile outlays will almost double 2016’s tally.
  • Programmatic video ad spending is experiencing similarly strong growth. Only 9% of video ads in Canada were bought programmatically in 2014, but that figure will leap to 74% by 2018. A relative lack of quality digital video ad inventory has plagued the segment, but that is resolving through better publisher monetization of programmatic video.

"2016 will be the first year in which more than half of digital display ad dollars in Canada will be transacted programmatically. In two years’ time, that share will surge to three-quarters, eMarketer expects."

Table of Contents

A Primarily Programmatic Ad Market

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Programmatic Ad Spending Outlook

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Mobile Programmatic Ad Spending

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Programmatic Video Ad Spending

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10 charts are included in the full report:

Canada Programmatic Ad Spending Forecast 2016: Automated Methods Will Increasingly Dominate Display Ad Buying

Programmatic Digital Display Ad Spending in Canada, 2014-2018 (millions of C$, % change and % of total digital display ad spending*)

Programmatic Ad Spending Outlook

Programmatic Digital Display Ad Spending in Canada, 2014-2018 (millions of C$, % change and % of total digital display ad spending*)

Programmatic Direct

Programmatic Digital Display Ad Spending in Canada, by Transaction Method, 2014-2018 (millions of C$, % change and % of total programmatic digital display ad spending)

Real-Time Bidding (RTB)

Real-Time Bidding (RTB) Digital Display Ad Spending in Canada, by Segment, 2014-2018 (millions of C$, % change and % of total RTB digital display ad spending)

Mobile Programmatic Ad Spending

Mobile Programmatic Display Ad Spending in Canada, 2014-2018 (millions of C$, % change and % of total mobile display ad spending)

Programmatic Digital Display Ad Spending in Canada, by Device, 2014-2018 (millions of C$, % change and % of total programmatic digital display ad spending)

Mobile Programmatic Ad Spending by Transaction Type

Mobile Programmatic Display Ad Spending in Canada, Programmatic Direct* vs. Real-Time Bidding (RTB)**, 2014-2018 (millions of C$, % change and % of total mobile programmatic display ad spending)

Mobile Programmatic Display Ad Spending in Canada, by Transaction Method, 2014-2018 (millions of C$, % change and % of total mobile programmatic display ad spending)

Programmatic Video Ad Spending

Programmatic Digital Video Ad Spending in Canada, 2014-2018 (millions of C$, % change and % of total digital video ad spending)

Mobile Programmatic Video Ad Spending

Mobile Programmatic Display Ad Spending in Canada, by Format, 2014-2018 (millions of C$, % change and % of total mobile programmatic display ad spending)

Programmatic Digital Video Ad Spending in Canada, by Device, 2014-2018 (millions of C$, % change and % of total programmatic digital video ad spending)