Marketers in Canada Devote More Money to Mobile

Two in five marketers in Canada will increase mobile budget this year

Toronto, ON (Feb. 4, 2016) – Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015.

Changes in digital marketing budget in 2016 by channel

Ad Hoc polled marketing professionals in Canada for AdGear about their marketing allocations for 2016. On average, respondents said they planned to devote 44.8% of their 2016 marketing budget to digital, up from 40.0% in 2015.

About two in five of those respondents said they would be increasing the amount of money they put toward mobile specifically. That was more than said they would increase digital marketing budgets for programmatic or for video and addressable TV. Hardly any respondents planned to decrease spending on any of those channels, though a narrow plurality planned to hold spending on programmatic and video/addressable TV steady for the coming year.

Mobile was also expected to enjoy the largest spending increases: Respondents said they would jack up mobile budgets by an average of 31.3% in 2016, compared to a 29.4% average planned increase in programmatic spend and 24.3% for video.

eMarketer estimates that mobile ad spending in Canada will reach C$2.31 billion ($2.09) this year, up 55.0% over 2015. Mobile will represent 48.1% of all digital ad spending this year, and 17.4% of total media ad spending.

About eMarketer

By gathering the latest research and news from over 1,000 sources, eMarketer has established itself as the world’s leading provider of internet and e-business statistics. eMarketer’s Web site is at

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

SOURCE: eMarketer