Display Ad Spending
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Display Ad Spending in Canada

Timeframe20222023202420252026
Display ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; *banners (static display), rich media, sponsorships, video (including advertising that appears before, during or after digital video content in a video player)

Additional Note: eMarketer benchmarks its Canada digital ad spending projections against the IAB Canada for which the last full year measured was 2021. Traditional display ads include banner ads, direct response, rich media, sponsorships and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets); video ads include ads shown before, during or after digital video content in a video player; and search ads include contextual text links, paid inclusion and paid listings; traditional display data for 2017-2025 excludes outstream video ads; traditional display data prior to 2017 includes outstream video ads; video data for 2017-2025 includes instream and outstream video ads and email; video data prior to 2017 includes only instream video ads.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Display ad spending, Canada, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019

Display ad spending growth, Canada

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
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