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Survey: Online advertising revenue

The Toronto-based Interactive Advertising Bureau of Canada has released the results of its 2011 Online Ad Revenue Survey. According to the survey, Canadian online advertising revenue rose 16% to $2.6 billion in 2011, compared to $2.2 billion in 2010. The survey estimates that this revenue will increase to $2.8 billion by the end of 2012. The online share of total advertising revenue in Canada increased from 19.4% in 2010 to 21.7% in 2011. Search advertising revenue increased 19% to $1.1billion, while display ads increased by 22% to $840 million. Classified ad and directory revenue dropped by two percent. These three formats generated 96% of all online advertising booked in Canada during 2011. Online video advertising increased by 96% to $73 million in 2011. Automotive was the largest ad revenue category in 2011, followed by consumer packaged goods and financial services. "In 2011, again we see the market overachieve against our forecast even if the margin is slight," said Chris Williams, president of the bureau. "However, there are fundamental shifts taking place within that spend that require further attention. Online video spend has nearly doubled and yet remains modest when compared television ad spend. Increasing sophistication in the use of data for programmatic audience buying is changing the dynamics of how inventory is priced and sold. Just combining those two trends indicates how potentially broad the impact of the changing online media landscape could be in 2012 and beyond."

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