Mobile Advertising in Canada 2017: eMarketer's Forecast, and What's Driving the Massive Growth - eMarketer
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Mobile Advertising in Canada 2017: eMarketer's Forecast, and What's Driving the Massive Growth

eMarketer Report

By: eMarketer

Published: October 10, 2017

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

Executive Summary

Adults in Canada will spend 2 hours, 45 minutes per day consuming mobile this year, representing more than a quarter of all time spent with media—almost triple the amount of time from five years ago. For marketers, engaging these users is a delicate balance between superutility (the context derived from geolocation) and privacy (the risk of encroaching upon a user’s personal space).

  • Consumers in Canada have increased their daily time spent with media by more than 1 hour since 2012, almost all of which is attributable to mobile devices. For media companies and publishers, this 11.5% jump in media time is an opportunity to monetize a growing mobile audience.
  • To reach this growing audience, mobile will account for 59.1% of all digital ad spending in Canada in 2017, and will exceed three-quarters of digital by 2020. While search has been the leading category of mobile advertising for years, display (driven by social media) has caught up; search and display will account for an almost 50-50 split of mobile ad dollars this year.
  • Mobile video has emerged as the fastest-growing display ad format. Soundless autoplay video, running in-feed on social networks, has delivered improved advertising performance. For many brands, these native mobile video ads are replacing mass media buys on TV and YouTube.
  • Live streaming via Facebook Live and Twitter’s Periscope has become a complementary form of mobile promotion in Canada, especially for brands targeting teens and younger millennials. Usually, brands combine mobile video ad creative with live streaming to launch a campaign or anchor the program to a key event.
  • Mobile is proving to be particularly effective in meeting attribution goals, using mobile device ID tracking to bring together the online and offline worlds. Facebook and Google both have data products focused on store visits, enabling location targeting and attribution reporting.

"Mobile ad spending now outpaces all other forms of digital in Canada and will account for 59.1% of total digital investments in 2017."

Table of Contents

The Mobile Consumer

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Mobile Ad Spending Forecast

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Three Mobile Ad Trends to Watch

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8 charts are included in the full report:

Mobile Advertising in Canada 2017: eMarketer’s Forecast, and What’s Driving the Massive Growth

Mobile Ad Spending in Canada, 2016-2021 (billions of C$ and % of digital ad spending)

The Mobile Consumer

Average Time Spent per Day with Smartphones by Adults in Canada, 2015-2019 (hrs:mins)

Apps Dominate Mobile Media Time

Share of Time Spent Using Mobile App vs. Browser Among Mobile Internet Users in Canada, by Device, Jan 2017 (% of total)

Leading Mobile App Categories Among Mobile App Users in Canada, Ranked by Share of Total Time Spent on Apps, Jan 2017 (% of total)

Mobile Ad Spending Forecast

Share of Average Time Spent per Day with Select Media by Adults in Canada vs. Ad Spending Share in Canada, 2016-2018 (% of total)

Mobile Ad Spending in Canada, 2016-2021 (billions of C$ and % of digital ad spending)

Mobile Ad Spending Share in Canada, by Format, 2016-2021 (% of digital ad spending in each format)

Three Mobile Ad Trends to Watch

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

Live Streaming

Social Network Users in Canada Who Have Used Live Streaming Video Functions on Social Networks, by Generation, Spring 2017 (% of respondents in each group)