Advertising in Canada - deep dive
In line with North American and global market trends, Canada’s advertising industry has undergone a profound digital transformation in recent years. Influenced by the increased internet penetration and proliferation of digital content, Canadian advertisers are focusing their attention on digital platforms now more than ever. A look at the distribution of media spending over the past decade reveals that the internet has become the most popular and promising medium for participants in the advertising industry. Digital ad spend in Canada surpasses 5.9 billion U.S. dollars and accounts for over 50 percent of total media ad spend. As some of the most profitable types of digital marketing, search, social media, and display have all seen continuous revenue growth throughout the past decade.Meanwhile, the ongoing shift towards digital advertising has also left its mark on traditional media formats. As Canadian consumers are spending more time online and turning to digital sources for news and entertainment, marketers are re-alocating advertising funds away from traditional outlets like TV, radio, newspapers, and magazines. While television remains an essential platform for advertisers, revenue from Canadian TV advertising has been slowly decreasing since 2011.
