Canada Ad Spending 2022

Digital Ad Spending Drives the Total Ad Market Upward

Report by Paul Briggs  | May 18, 2022

Worldwide Ad Spending 2022

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Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Digital Will Draw Double the Ad Spend of Traditional Media This Year
Google and Meta’s Duopoly Still Dominates Digital Advertising
CTV Will Boast a Quarter Share of Advertising on TV Screens
Search Is Resurgent with Expanded Ecommerce, ‘Near Me’ Lookups
What Do These Forecasts Mean for Marketers in Canada?
Read Next
Sources
Media Gallery
About This Report
Our latest forecasts for ad spending in Canada, which include our first-ever estimates for Google and Meta, show strong growth overall and an accelerated shift to digital.
Topics
Digital Ad Spending
Total Media Ad Spending
Canada
Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
Digital Will Draw Double the Ad Spend of Traditional Media This Year
Google and Meta’s Duopoly Still Dominates Digital Advertising
CTV Will Boast a Quarter Share of Advertising on TV Screens
Search Is Resurgent with Expanded Ecommerce, ‘Near Me’ Lookups
What Do These Forecasts Mean for Marketers in Canada?
Read Next
Sources
Media Gallery

Executive Summary

Canada’s advertising market is in full recovery mode. Last year, it reclaimed the spending it lost in 2020, thanks to strong reinvestments in social media and digital video. And this year, ad spending will continue to accelerate, fueled mainly by digital formats.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much spending will advertisers dedicate to digital in 2022?
  2. What digital formats are growing the fastest?
  3. Which companies are the biggest digital players in Canada?

WHAT’S IN THIS REPORT? Our in-depth forecasts for traditional and digital ad spending in Canada, with a focus on the formats that are driving the most growth.

Digital Ad Spending in Canada, 2020-2025 (billions of C$, % change, and % of total media ad spending)
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KEY STAT: This year, for the first time, digital ad spending will be more than double traditional ad spending, accounting for 68.3% of the total ad market in Canada.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. Digital Will Draw Double the Ad Spend of Traditional Media This Year
  1. Google and Meta’s Duopoly Still Dominates Digital Advertising
  2. CTV Will Boast a Quarter Share of Advertising on TV Screens
  3. Search Is Resurgent with Expanded Ecommerce, ‘Near Me’ Lookups
  4. What Do These Forecasts Mean for Marketers in Canada?
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Digital Ad Spending in Canada, 2020-2025 (billions of C$, % change, and % of total media ad spending)Traditional vs. Digital Ad Spending in Canada, 2020-2025 (billions of C$)
Mobile Ad Spending in Canada, 2020-2025 (billions of C$, % change, and % of total media ad spending)Google Net Ad Revenues in Canada, 2020-2025 (billions of C$, % change, and % of digital ad spending)
Meta Ad Revenues in Canada, 2020-2025 (billions of C$, % change, and % of digital ad spending)Connected TV Ad Spending in Canada, 2020-2025 (millions of C$, % change, and % of digital ad spending)
Digital Ad Spending in Canada, by Format, 2020-2025 (billions of C$)

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authors

Paul Briggs

Contributors

Ethan Cramer-Flood
Senior Forecasting Writer
Iwona Drapala
Senior Forecasting Analyst
Angela Kim
Senior Researcher
Paul Verna
Principal Analyst