Canada Trends to Watch in 2025

Advertisers Are Buying Local, Dealing With a New Digital Services Tax, and Investing in Emerging Retail Media Formats

Report by Paul Briggs  | Dec 5, 2024

Top Trends to Watch in 2025

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Table of Contents
Advertisers are increasingly buying local
The new Digital Services Tax (DST) will put pressure on return on ad spend
Retail media will benefit from emerging formats
Source
Media Gallery
About This Report
Our annual Trends to Watch report for Canada highlights expected developments in the country’s media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.
Topics
Digital Ad Spending
Retail Media
Canada
Table of Contents
Advertisers are increasingly buying local
The new Digital Services Tax (DST) will put pressure on return on ad spend
Retail media will benefit from emerging formats
Source
Media Gallery

Canada’s digital advertising market will grow another 8.8% next year, but that’s off from a stronger 2024. Change is afoot as advertisers increasingly shift media buys to domestic media and take advantage of growing opportunities in retail media networks. They are also contending with the new Digital Services Tax, which will put pressure on ad spending returns in 2025.

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Table of Contents

  1. Advertisers are increasingly buying local
  2. The new Digital Services Tax (DST) will put pressure on return on ad spend
  1. Retail media will benefit from emerging formats
  2. Source
  1. Media Gallery

Charts in This Report

The Digital Duopoly's Share of Digital Advertising in Canada Is Decreasing (Google and Meta % of digital ad spending in Canada, 2017-2026)Ad Spending Growth in Canada Will Soften Through 2026, Especially for Digital Formats (% change in mobile vs. total digital vs. total media ad spending in Canada, 2022-2026)
Non-Amazon Retail Media Revenues in Canada Are Split Among A Number of Emerging Players

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authors

Paul Briggs

Contributors

Vladimir de Leon
Chart Editor
Jennifer Pearson
VP, Research
Heather Sprung
Senior Editor
Paul Verna
VP, Content
Ali Young
Senior Copy Editor