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March 1, 2026
Mobile Ad Spending's Share Surplus Is Almost Equal to the Deficit for CTV
Note
Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including ... contextual text links, paid inclusion, and paid listings, and excluding display-oriented formats on social networks, even if triggered by search queries), sponsorships, and lead generation (referrals). Rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads. EMARKETER benchmarks its Canada digital ad spending figures against data from IAB Canada, for which the last full year measured was 2021. Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.Methodology
Ad spending estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders. Time spent estimates are based on the analysis of estimates from other research firms, consumer media consumption trends, device adoption trends, company reports, primary research, and interviews.Featured In
Canada Ad Spending vs. Time Spent 2026Sources
Chart Title
Mobile Ad Spending's Share Surplus Is Almost Equal to the Deficit for CTVPublication Date
March 1, 2026