Advertising - Canada

Canada

Ad spending in the Advertising market in Canada is forecasted to reach US$22.94bn in 2024.
The largest market is Search Advertising, with a market volume of US$7.89bn in 2024.
When compared globally, the United States will lead in ad spending with US$422.30bn in 2024.
Within the Advertising market in Canada, 79.72% of total ad spending is expected to come from digital sources by 2029.
The average ad spending per capita in the Search Advertising sector is projected to be US$201.70 in 2024.
By 2029, Advertising market of the 85.90% revenue in Canada will be generated through programmatic advertising.
Canada's Advertising market is seeing a surge in programmatic ad buying, leveraging data-driven strategies to target audiences effectively.

Key regions: United States, China, Europe, Asia, Japan

Market

Region

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Currency

Analyst Opinion

The Advertising market in Canada has been experiencing significant growth in recent years, driven by changing customer preferences and the rise of digital advertising.

Customer preferences: Customers in Canada are increasingly turning to digital platforms for their advertising needs. With the widespread adoption of smartphones and the internet, consumers are spending more time online, making digital advertising an effective way to reach them. Additionally, customers are becoming more demanding in terms of personalized and targeted advertising, expecting brands to deliver relevant messages that resonate with their interests and needs.

Trends in the market: One of the key trends in the Canadian advertising market is the shift towards programmatic advertising. Programmatic advertising uses algorithms and automation to buy and sell ad inventory, allowing advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and the ability to leverage it to deliver personalized and targeted ads. Another trend in the market is the growing importance of mobile advertising. With the majority of Canadians owning smartphones and spending a significant amount of time on their devices, mobile advertising has become a crucial channel for brands to reach their target audience. Mobile advertising offers unique opportunities for location-based targeting and interactive ad formats, making it an attractive option for advertisers.

Local special circumstances: Canada has a highly competitive advertising market, with both domestic and international players vying for market share. This competition has led to innovation and the development of new advertising strategies and technologies. Additionally, Canada's multicultural population presents unique challenges and opportunities for advertisers. Brands need to understand and cater to the diverse cultural backgrounds and preferences of different segments of the population to effectively engage with their target audience.

Underlying macroeconomic factors: The growth of the advertising market in Canada is also influenced by macroeconomic factors. Canada has a strong and stable economy, which provides a favorable environment for businesses to invest in advertising. Additionally, the country's high internet penetration rate and technological infrastructure support the growth of digital advertising. Furthermore, government regulations and policies play a role in shaping the advertising landscape in Canada, ensuring fair competition and protecting consumer rights. In conclusion, the advertising market in Canada is experiencing growth due to changing customer preferences, the rise of digital advertising, and the presence of a strong and stable economy. The shift towards programmatic advertising and the increasing importance of mobile advertising are key trends in the market. Furthermore, the competitive nature of the market and the multicultural population present unique challenges and opportunities for advertisers. Overall, the advertising market in Canada is poised for continued growth and innovation in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).