Mobile Captures Nearly Half of Canada’s Digital Ad Spend

Mobile is still growing quickly, but rates are slowing

Toronto, ON (Mar. 16, 2016) – Mobile ad spending is still growing rapidly in Canada, according to eMarketer’s latest estimates for paid media spending in the country. But growth rates are dropping fast, and will hit single digits by 2020.

Mobile ad spending 2014-20

eMarketer estimates that mobile ad spending – including all formats served to mobile phones and tablets – reached C$1.49 billion ($1.17 billion) in 2015, and will climb a further 55.0% this year to C$3.21 billion ($2.51 billion). Growth rates are still solidly in double digits, but falling fast. By 2020, the end of our forecast period, annual growth will be down to 8.0%, and mobile ad spending will hit C$4.51 billion ($3.53 billion).

Just over half of all mobile ad spending in Canada goes to search, a figure that will remain steady throughout eMarketer’s forecast period. Display’s share of the pie is also holding fairly stable, around 47%.

Digital ad spending overall is still growing, but more slowly than mobile.

Digital ad spending 2014-20

Mobile’s share of total digital ad spending in Canada will reach 48.1% this year, up from 34.2% in 2015. And as mobile continues to grow faster than digital as a whole, it will grab a bigger slice of the total each year. By 2020, 70.4% of all digital ad spending in Canada will go to mobile.

Total media ad spending, meanwhile, is growing at a steady rate of around 3% annually, and will reach C$14.94 billion ($11.69 billion) in 2020, up from C$13.24 billion ($10.36 billion) this year.

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