Canada Ad Spending 2023

The Digital Shift Continues Amid Slowing Growth

Report by Paul Briggs  | May 3, 2023

Worldwide Ad Spending 2023

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Table of Contents
Report Snapshot
We’ve revised our forecasts to reflect slowing growth.
The digital duopoly of Google and Meta will dip below a 60% share.
Connected TV is the fastest-growing digital ad format.
Still, TV is a mainstay for many brands.
Digital video is almost as big as search.
Advertising is more mobile than ever.
What does this forecast mean for marketers in Canada?
Sources
Media Gallery
About This Report
Mobile and video formats will be key to a recovering ad market in the years ahead.
Topics
Digital Ad Spending
Canada
Table of Contents
Report Snapshot
We’ve revised our forecasts to reflect slowing growth.
The digital duopoly of Google and Meta will dip below a 60% share.
Connected TV is the fastest-growing digital ad format.
Still, TV is a mainstay for many brands.
Digital video is almost as big as search.
Advertising is more mobile than ever.
What does this forecast mean for marketers in Canada?
Sources
Media Gallery

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?

Digital Ad Spending in Canada, 2022-2027 (billions of Canadian dollars, % change, and % of total media ad spending)
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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

Charts in This Report

Digital Ad Spending in Canada, 2022-2027 (billions of Canadian dollars, % change, and % of total media ad spending)Traditional* vs. Digital** Ad Spending in Canada, 2022-2027 (billions of Canadian dollars)
Duopoly Share of Digital Ad Spending in Canada, the US, and the UK, 2023 (% of total digital ad spending)Connected TV (CTV) Ad Spending in Canada, 2022-2025 (millions of Canadian dollars, % change, and % of digital ad spending)
Total TV Ad Spending in Canada, 2022-2025 (billions of Canadian dollars)Mobile Ad Spending in Canada, 2021-2027 (% of total media ad spending)

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authors

Paul Briggs

Contributors

Iwona Drapala
Senior Forecasting Analyst
Bill Fisher
Principal Analyst, UK