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Report: Online advertising revenue in Canada

The Interactive Advertising Bureau of Canada has released a report on Canadian online advertising revenues for 2010. According to the report, these revenues increased by 23% to $2.23 billion last year, experiencing more growth than any other type of medium. The bureau maintains that this places Internet advertising in second place, behind television and ahead of daily newspapers, in terms of share of total Canadian media advertising revenue. Search advertising was the most popular option in terms of share of dollars booked by online publishers, representing 41% of the total, or $907 million. This was followed by display ads at 31% or $688 million and classified ads at 26% or $587 million. Online video advertising increased by 85% from $20 million in 2009 to $37 million in 2010. E-mail advertising declined from $13 million to $11 million in 2010. Video game advertising decreased from $3 million to $2 million. The top three industries using the most online advertising last year were automotive, packaged goods and financial services. The bureau estimates that online ad revenue in Canada will reach $2.6 billion in 2011, an increase of 16%. "Surpassing the $2 billion dollar mark for online ad revenues and moving into second place in terms of overall ad spend in Canada is without a doubt a watershed moment for the digital community in Canada," said Paula Gignac, president of the bureau. "It's incredibly fulfilling to see that the years of diligent and determined work by publishers in developing ever-evolving and engaging content offerings for consumers, while simultaneously demonstrating the unique benefits of marketing within the medium to advertisers, have culminated in this new level of success."

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