Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Canada Digital Ad Spending 2019

Digital Makes Up More than Half of All Ad Spending

Digital Ad Spending 2019

Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

See All
About This Report
Our ad spending forecast for Canada shows a slim majority of ad dollars funneling to digital, fueled by the duopoly’s massive impact on the local market.
Table of Contents

Executive Summary

Last year, spending on digital surpassed traditional advertising for the first time in Canada, as mobile formats in search, display and video increased performance and impact. Particularly in social media, these new ad units are now delivering brand awareness returns for brands, leading many marketers to divert dollars from TV.

How much will advertisers in Canada spend on digital advertising in 2019?

Spending will reach CA$8.80 billion ($6.79 billion) on digital ad formats this year, or 53.5% of total ad spending.

What formats are driving digital growth?

Mobile ad spending will grow 33.7% this year, accounting for more than one-third of all advertising dollars in Canada. Video’s growth is also strong, increasing 23.3% in 2019.

What is the state of the duopoly in Canada vs. other countries?

Google and Facebook account for a larger share of ad spending in Canada, estimated at almost three-quarters, compared with the US and the UK.

What are some distinctive aspects of Canada’s ad market?

TV advertising’s share is smaller than in the US, mainly due to less consumer time spent with TV. The structure of the TV market in Canada—which is integrated tightly with telecom operations—also contributes to a smaller share for TV.

WHAT’S IN THIS REPORT? This report features our latest forecast for Canada ad spending. It also examines what’s driving the ad market in 2019, including mobile, video and programmatic advertising.

KEY STAT: In 2019, digital advertisers in Canada will spend CA$8.80 billion ($6.79 billion) on digital ads. That equates to more than 53.5% of the total ad market.

What’s Inside:

This report explores ad spending in Canada, highlighting critical trends and influences. It includes our estimates for the following areas:

  • Total media ad spending
  • Digital ad spending
  • Digital ad spending by format
  • Digital ad spending by device
  • Mobile ad spending

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.

4expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Canada Digital Ad Spending: eMarketer’s Forecast for 2019
  3. Behind the Numbers: What's Shaping Canada's Digital Ad Market in 2019
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Stephan Lukac
Best Buy Canada
Senior Marketing Manager
Interviewed March 4, 2019
Peter Macdonald
Dr. Oetker Canada
Executive Head of Marketing
Interviewed February 28, 2019
Caroline Moul
PHD Canada
Interviewed January 25, 2019
Dwayne Winseck
Carleton University—Canadian Media Concetration Research Project
Interviewed February 5, 2019


Paul Briggs


Angela Kim
Senior Researcher
Nazmul Islam
Junior Forecasting Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client