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Note: includes advertising that appears on mobile phones, tablets, and mobile internet-connected devices; includes in-stream video ads such as those appearing before, during, or after digital video content in a video player (pre-roll, mid-roll, or post-roll video ads) and video overlays; includes social network in-stream video ads and outstream video ads, such as native, in-feed (including video ads in the Facebook Feed and X's Promoted Posts), in-article, in-banner, and interstitial video ads; data prior to 2017 excludes outstream video ads

Additional Note: eMarketer benchmarks its Canada mobile ad spending figures against data from IAB Canada, for which the last full year measured was 2019. Mobile video ad spending includes outstream video from 2017 onward.

Methodology: 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.

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