Canada Retail Media 2024

How the Fastest-Growing Digital Ad Format Is Shaping Up

Report by Paul Briggs  | Jan 17, 2024
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Executive Summary
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Table of Contents
Executive Summary
Retail media is now a major digital advertising channel
Survey says: Thumbs up for retail media
About the Survey
Media Gallery
About This Report
Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.
Topics
Retail Media
Canada
Table of Contents
Executive Summary
Retail media is now a major digital advertising channel
Survey says: Thumbs up for retail media
About the Survey
Media Gallery

Retail media is providing an alternative to the Google-Meta duopoly, where consumer privacy measures have made targeting audiences more difficult. This report details our first-ever forecast for retail media ad spending in Canada, along with the results of our November 2023 survey of retail media buyers (conducted in conjunction with IAB Canada).

Key Question: How will the retail media market in Canada impact advertiser budgets in 2024?

Retail Media Ad Spending in Canada, 2022-2027 (billions of C$, % change, and % of digital ad spending)
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Key Stat: Retail media ad spending in Canada will surge past the C$3 billion mark in 2024, almost double what it was three years ago.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Retail media is now a major digital advertising channel
  1. Survey says: Thumbs up for retail media
  2. About the Survey
  1. Media Gallery

Charts in This Report

Retail Media Ad Spending in Canada, 2022-2027 (billions of C$, % change, and % of digital ad spending)Retail Media Digital Ad Spending Share in Canada, by Format, 2022-2026 (% of digital ad spend)
Amazon Represents the Bulk of Retail Media Digital Ad Spending in Canada (billions, 2021-2025)Most Important Attributes When Buying Ads in Retail Media According to Media Buyers in Canada, Nov 2023 (scale of 1-5)
Digital Ad Formats Retail Media Buyers* in Canada Intend to Buy via Retail Media Networks, Nov 2023 (% of respondents)Awareness and Usage of Select Retail Media Networks Among Ad Buyers* in Canada

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authors

Paul Briggs

Contributors

Matteo Ceurvels
Senior Analyst
Jennifer Pearson
VP, Research
Andrew Spink
Forecasting Analyst
Paul Verna
Principal Analyst