TORONTO – Canadian on-line advertising revenues exceeded expectations in 2008, growing 29% to just over $1.6 billion, says a report from the Interactive Advertising Bureau of Canada (IAB).
Publisher revenue from on-line advertising in Canada has more than quadrupled over the past five years, surpassing 2008 radio revenues of $1.55 billion in the process.
"Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, on-line advertising has cemented itself as a mainstay in the overall media buy," said Paula Gignac, IAB Canada president, in the press release. "And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that on-line advertising will continue to grow at the projected pace, for the simple reason that as the Internet continues to engage and delight consumers, it matches these accomplishments with a persistent ability to deliver measureable advertiser results."
On-line advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by advertisers – representing 11% of the combined $14 billion spent on all major media in Canada (TV, newspapers, Internet, radio, magazines and out of home), the report found.
Search advertising continues to lead in terms of share of dollars booked by on-line publishers ($602 million equalling 38%), followed by display ($490 million or 31%) and classifieds ($480 million or 30%). On-line video advertising grew from $9 million in 2007 to $12 million in 2008, while e-mail advertising stayed stable at $18 million.
