In 2016, search advertising was the top grossing and most promising digital ad format in Canada, generating 1.69 billion U.S. dollars in revenue. By 2020, this major revenue stream is projected to retain its leadership position in the digital ad market, albeit slightly diminished, with banner advertising gradually emerging. With advertising becoming one of the top priorities for mobile marketing activities, mobile phone and tablet are projected to be the most important devices for advertising in Canada in 2017. However, as it all comes down to ROI , Canadian marketers seem to be seeing more tangible results from channels such as e-mail, social media or online video.
Looking at things from the point of view of advertising audiences, almost one in every two Canadians between the ages of 35 to 64 regarded online advertising as trustworthy as of early 2015. About 40 percent of Canadians younger than 35 years perceived this type of advertising as trustworthy and the 65 years and older age group remained wary of the format. Those who didn’t trust online ads cited concerns about false or manipulative content, the unmonitored Internet, scams, phishing, and malware as their main reason as to why they perceived them us untrustworthy. In consequence, 30 percent of 18 to 24 year old Canadians used desktop adblocking, more than twice as much as the generation X or Baby Boomers.