Canada: digital advertising expenditure 2015-2021

The graph shows digital advertising spending in Canada from 2015 to 2021. By the end of 2016, digital advertising spend in Canada reached 4.12 billion U.S. dollars, and it is expected to further grow to 7.44 billion in 2021.

Digital advertising in Canada - additional information

On a global scale, digital advertising expenditures are calculated to reach 159 billion U.S. dollars in 2015, and grow by another 20 billion by the end of 2016. On the Canadian market, 2015 is expected to end with ad spend reaching 4.36 billion Canadian dollars, while 2018 predictions see it close with 5.65 billion Canadian dollars worth of advertising expenses. Additionally, sources expect digital to account for 27.5 percent of total advertising spending in 2015. Looking at format breakdown of ad expenditures in the country, search held the largest share - approximately 2.44 million Canadian dollars was devoted to this format in 2015; another big chunk of the budgets belonged to traditional display – 1.42 million.

According to the majority of marketers in Canada, the future of the industry is digital. When asked to identify the devices important for advertising, 91 percent indicated the computer, 87 pointed to the mobile phone and 84 believed it was the tablet, on par with the TV. However, desktop advertising might be at risk owing to the growing popularity of adblocking. In mid 2015, among Canadian desktop site visitors aged between 18 and 24 years, 30.5 percent recorded an instance of ad blocker use.

All in all, 40 percent of consumers younger than 35 years declare to perceive online advertising as trustworthy. This share is slightly higher among older generations. The least trusting toward digital ads are consumers aged 65 and older. Main reasons why they deem online ads as not worthy of their trust is because they perceive them as false, manipulative, leading to phishing and malware attacks and because the internet is unmonitored as such.

Digital advertising spending in Canada from 2015 to 2021

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Release date

April 2017



Survey time period

2015 to 2016

Special properties

includes advertising that appears on desktop and laptop computers as well as mobile phones and other internet-connected devices, and includes all the various formats of advertising on those platforms; includes SMS, MMS and P2P messaging-based advertising

Supplementary notes

* Forecast.

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Statistics on "Advertising in Canada"

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