The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.
In 2020, digital video ad spending exceeded TV ad outlays for the first time in Canada. Digital video gained the most momentum of any format amid the pandemic last year, growing by 10.0% year over year (YoY). This includes both in-stream video formats (e.g., YouTube ads) and those outstream (ads appearing in social media feeds).
Our revised estimates for total ad spending in Canada this year show a big decline, mirroring what’s expected overall for the Canadian economy. Digital will hold its level after years of double-digit growth.
The coronavirus pandemic has upended 2020 ad spending projections, ours included. This report summarizes our H1 2020 Canadaad spending forecast, factoring in available information about the massive downturn in Q2.