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EMARKETER

Canada Digital Ad Spending 2025

Growth Will Slow Significantly This Year

Report by Paul Briggs  |  Apr 18, 2025
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About This Report
A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.
Topics
Digital Ad Spending
Canada

Ad spending growth in Canada will slow in 2025 due to the economic uncertainty of a potentially protracted trade war with the US. Inflation and industry-specific direct hits will be a drag on the economy. Consequently, advertisers will handle budgets more tightly. But the broader shifts in Canada’s ad market that were evident in previous years still apply.

Key Question: How will key ad markets in Canada—digital, connected TV, and retail media—perform amid economic uncertainty and the trade war?

Digital Ad Spending, Including Mobile and CTV, Makes Up the Bulk of Total Ad Spending in Canada (billions of C$ in total media ad spending in Canada and % of total media ad spending, by category, 2025)
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Key Stat: Digital will make up 76.7% of total ad spending in 2025.

This report can help you:

  • Determine market sizing (brands, media platforms, agencies, and solution providers)
  • Develop a media strategy (brands, agencies)
  • Allocate budget for campaigns (brands, agencies)

Here’s what’s in the full report

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8charts

Reliable data in simple displays for presentations and quick decision making.

Charts in This Report

Digital Ad Spending, Including Mobile and CTV, Makes Up the Bulk of Total Ad Spending in Canada (billions of C$ in total media ad spending in Canada and % of total media ad spending, by category, 2025)Digital Ad Spending Has Soared While Traditional Has Remained Flat (billions in traditional media ad spending vs. digital ad spending in Canada, 2020-2029)
Mobile's Share of Total Ad Spending in Canada Has Jumped 12.5 Percentage Points Since 2020 (mobile ad spending % of total media ad spending in Canada, 2020-2029)Despite Slower Growth, Digital Ad Spend Will Make Up Three-Quarters of Total Ad Spend in 2025, (billions in digital ad spending in Canada, % change, and % of total ad spending, 2024-2029)
The Gap Between Display's and Search's Share of Total Digital Ad Spending Is Widening (display vs. search ad spending % of total digital ad spending in Canada, 2021-2029)Retail Media Ad Spending in Canada Will Surpass the C$3 Billion Mark This Year, (billions in retail media ad spending in Canada, % change, and % of digital ad spending, 2024-2029)
Connected TV Ad Spending Is Growing Rapidly in Canada While Traditional TV Is Slowly Declining  (billions in connected TV (CTV) vs. traditional TV ad spending in Canada and 10-year CAGR, 2020-2029)The Triopoly's Ad Dominance in Canada Is Slipping, but Amazon Props Up Its Share (Meta, Google, and Amazon % of total digital ad spending in Canada, 2019-2027)

authors

Paul Briggs

Contributors

Vladimir de Leon
Chart Editor
Nikolai Dineros
Bill Fisher
Emma Noyes
Graphic Designer, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Heather Sprung
Senior Editor
Paul Verna
VP, Content
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