Online Ad Spending Predicted to Jump in Canada

Online ad revenue continues to increase north of the U.S. border. The Interactive Advertising Bureau of Canada reports that the country closed out 2008 with a whopping 29% rise over the previous year.  Surveyed publishers are looking for a 9% growth rate in 2009 which would bring spending levels to $1.75 billion.1213117_teen_girl_with_laptop

As in the U.S., spending on search dominates in Canada with 38% of the total. But display and classifieds round out the total with nearly 1/​3 each of the online ad market.

Here’s how online spending by industry breaks out:

  • Automotive 13%
  • Financial 11%
  • Technology 10%
  • Telecom 9%
  • Leisure 6%
  • Media/​entertainment 6%
  • CPG 8%
  • Retail 5%
  • Other 32%

While some U.S. markets see heavy expenditures in Spanish-​language media, Canada is home to a large French-​speaking population and nearly 20% of online ad spending directly targets that market.  Observers expect spending on both English and French language online marketing efforts to grow as Canadians devote more of their time to online activities.

[Source: Interactive Advertising Bureau of Canada, 2009]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.