Canada Ad Spending 2023

The Digital Shift Continues Amid Slowing Growth

Report Snapshot

Ad spending growth in Canada has cooled off as advertisers claw back budgets amid economic uncertainty. For recovery-minded brands, digital channels can help tap into the renewed consumer spending that’s projected to come in the next few years.

Key Question: How much of total ad spending in Canada is digital?

KEY STAT: Digital advertising will make up close to 7 in 10 ad dollars spent in Canada this year.

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Table of Contents

  1. Report Snapshot
  2. We’ve revised our forecasts to reflect slowing growth.
  3. The digital duopoly of Google and Meta will dip below a 60% share.
  4. Connected TV is the fastest-growing digital ad format.
  1. Still, TV is a mainstay for many brands.
  2. Digital video is almost as big as search.
  3. Advertising is more mobile than ever.
  4. What does this forecast mean for marketers in Canada?
  1. Sources
  2. Media Gallery

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Paul Briggs


Iwona Drapala
Senior Forecasting Analyst
Bill Fisher
Principal Analyst, UK

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