©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Still a lot of potential in burgeoning market
Canada is on the verge of an online advertising boom. Having weathered the recession well—growth slowed from 29% in 2008 to 14% in 2009, as estimated by the Interactive Advertising Bureau of Canada—it is expected to rebound. By 2012, eMarketer expects growth to peak at 19.8%, boosted well beyond that of pre-recession levels by the 2012 London summer Olympics and election year spending.
Total ad spending in Canada will reach CAD11.55 billion ($10.13 billion) in 2010 and surpass pre-recession spending of 2008 by 2011. Growth will continue unabated through 2014, rising to a total of CAD13.50 billion ($11.84 billion), eMarketer estimates in the new report “Canada Advertising and the Online Consumer.”