It’s been a wildly successful year for digital marketing in Canada. The industry has grown in leaps and bounds — and recent statistics have cemented its importance as an advertising mainstay. IAB Canada’s 2012-13 Internet Advertising Revenue Report shows that this year’s digital ad revenues have exceeded last year’s forecast by 2.8% — a growth of 13% in one year. Additionally, mobile revenue almost doubled (97%) to reach $160 million in 2012. Combined, online and mobile advertising became a $3.1 billion dollar industry in Canada.
What’s more, the internet’s share of major media advertising revenue grew to 27.5% in 2012, while TV dropped down to 30.9%. This shift indicates that digital advertising revenue will soon exceed TV — potentially even within the next year. Other statistics worth noting include:
- The top two online formats were search and display ads — collectively representing $2.2 billion in 2012’s revenue (over 70%)
- French language search and display formats grew faster than their other Canadian counterparts (+24% vs. +12%)
- Digital ad revenues have been forecast to grow 9% by the end of 2013
- The automotive industry generated the largest amount of revenue (17%), followed by packaged goods (12%)
Did you know that Canadian internet advertising revenues have grown at a double-digit rate each year over the past decade? There’s no question that the internet remains firmly in the future of advertising. And how can companies best utilize a digital future? Marketers can customize online strategies further to meet customers’ needs — understanding their communication preferences, privacy concerns and which data they’re willing to share.
Based on these statistics, what do you foresee for the future of digital marketing?