IAB Canada released the 2019 Digital Advertising Revenue Survey results.

Actual total revenue up +15% to $8.8 billion in 2019 vs +11% forecast of $8.5 billion, a bit faster than 2018’s 12% increase, in a decade of double-digit growth.

Mobile continues to drive Internet expansion in 2019, up this year by 24% to $5.9 billion, the lowest rise in the past decade (+37% last year), accounting for almost all new revenue. Mobiles share of Internet revenues has risen to 68%, up from 63% in 2018.

Digital Video spiked+41% from $1.8 to $2.6 billion in 2019, over 2.5x faster than total Internet ad revenues. Video surged past its 2018 near-tie with Display, the latter declining 3% in 2019 to under 1.9 billion. The largest format Search grew +14% to $4.2 billion.

French language Internet ad revenue grew 16% to 1.5 billion, maintaining its 17% share of Total Canada. (Note: French share based on respondents that supplied data and agency percent share guidance).

Programmatic revenues increased 15% to $1.6 billion in 2019 from $1.4 billion. The still dominant transaction-type of Open Auction is very gradually losing share to Programmatic Direct, now 71% / 29% respectively vs 77% / 23% two years ago. (Note: excludes search and social media).

Of the 15 Advertiser Categories reported annually, two of the top-4 reported industries have consistently included Automotive and Financial since 2015. Packaged Goods continues in the top-4 from last year, while Retail has replaced Technology, taking first place at an unprecedented 21%. (Note that share size among the categories varies by year; the rise of Retail is due to first-time completion of this section by a major earner).

2019 is the second year that Domestic Canadian publishers with originating content (excluding platforms) are reported separately. Actual Internet revenues of domestic Canadian Publishers dropped 12% from $1 billion ($999 mil.) in 2018, down to $0.9 billion ($879 mil.) in 2019, half of the decline attributed to one leading Canadian publisher. Canadian Publishers’ share of Total Canada Internet dollars contracted from 13% down to 10%, due to a Mobile revenue decline in the face of Total Canada’s Mobile growth. Share of Total Programmatic remained stable (11%), with Programmatic Direct much more prevalent among Canadian Publishers, than the industry.

While the 2019 report does not include a forecast for 2020 due to Covid-19 uncertainties, the results provide a reliable basis for projections and IAB Canada is currently working on estimates for 2020 in a separate report.

At IAB Canada, our active community of publishers, marketers, ad technology firms and agencies continue to collaborate and innovate with passion and commitment to drive responsible growth of this dynamic industry. We look forward to helping drive the Canadian Digital Media industry forward through our continued focus on solutions-based thought leadership.


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