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EMARKETER

Canada Digital Ad Spending 2024

Mobile Accounts for More Than Half of All Ad Spending

Report by Paul Briggs  |  Apr 25, 2024
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Executive Summary
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Table of Contents
Executive Summary
Ad spending trends are shifting
What are the most important findings in our forecast?
Sources
Media Gallery
About This Report
Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.
Topics
Digital Ad Spending
Canada
Table of Contents
Executive Summary
Ad spending trends are shifting
What are the most important findings in our forecast?
Sources
Media Gallery

Canada’s ad market is in recovery this year after slower growth in 2023. Ad spending across most formats, including some traditional formats like TV, will see a boost. Mobile will account for more than half of total spending. And digital channels like connected TV (CTV) and retail media are where the smart dollars are going, driving renewed investment and strong results.

Key Question: What formats and channels are driving Canada’s ad market this year?

Key Stat: Mobile ad spending will account for 54.6% of total advertising in Canada in 2024.

Here’s what’s in the full report

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6charts

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Table of Contents

  1. Executive Summary
  2. Ad spending trends are shifting
  1. What are the most important findings in our forecast?
  2. Sources
  1. Media Gallery

Charts in This Report

Digital Ad Spending in Canada, 2023-2028 (billions, % change, and % of total media ad spending)Display Now Makes Up the Bulk of Digital Ad Spending in Canada (billions in display and search ad spending in Canada, 2019-2028)
Retail Media Ad Spending in Canada, 2023-2028 (billions, % change, and % of digital ad spending)Connected TV Is Claiming a Growing Share of Total TV Ad Spending in Canada (billions in TV ad spending in Canada, connected TV vs. traditional, 2019-2028)
The Triopoly's Share of Digital Is Higher in Canada Than in the US and UK (Google, Meta, and Amazon % of digital ad spending, by country, 2021-2026)Pinterest Ad Revenues in Canada, 2021-2026 (millions, % change, and % of digital ad spending)

authors

Paul Briggs

Contributors

Cosima Balletti-Thomas
Associate Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Paul Verna
Principal Analyst
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