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IAB Canada Newsletters
2008 Canadian Online Advertising Revenue Grows To $1.6 Billion And Surpasses Radio
TORONTO, ON. July 28, 2009 - The Interactive Advertising Bureau of Canada (IAB) today announced that Canadian Online Advertising Revenues exceeded budgeted expectations of $1.5 billion, and grew by 29% in 2008 to just over $1.6 billion.
Publisher revenue from Online advertising in Canada has more than quadrupled over the past five years -- building from $364 million in 2004 to the $1.6 billion mark in 2008 -- surpassing 2008 Radio revenues of $1.55 billion in the process.
Online Advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by Advertisers, representing a full 11% of the combined $14 billion spent on all major media in Canada (TV, Newspapers, Internet, Radio, Magazines and Out Of Home).
Of the $1.6 billion, approximately $317 million or 20% of Online ad revenue was received by French Canadian Online publishing properties, representing year-over-year growth of 22%.
Search advertising (at 38% of total revenues), continues to lead in terms of share of dollars, followed by Display at 31%, and Classifieds at 30%. Online Video advertising grew by 33% from its relatively small base of $9 million in 2007 to $12 million in 2008, while Email advertising stayed stable at approximately $18 million.
2008 Canadian Online Ad Revenue by Advertiser Category was also tabulated, and was as follows:
Automotive - 13%;
Financial - 11%;
Technology - 10%;
Telecommunications - 9%;
Packaged Goods - 8%;
Media + Entertainment (Music, Film, TV) - 6%;
Leisure (Travel, Hotel, Hospitality) - 6%;
Retail - 5%; and,
Other - 32%.
Publishers within IAB Canada’s Annual Revenue Survey have projected that their revenues will continue to grow at an enviable pace, with Online Advertising Revenue in Canada estimated to be $1.75 billion in 2009, or 9.2% more than the 2008 actuals. This forecast includes a 7.8% increase to $342 million for French Publishers’ Online advertising revenue.
“Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, Online advertising has cemented itself as a mainstay in the overall media buy,” says Paula Gignac, President, IAB Canada. “And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that Online 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.”
Download the Detailed IAB Canada 2008 Actuals/2009 Budgeted Internet Advertising Revenue Report today.
About IAB Canada's 2008-09 Canadian Internet Advertising Revenue Report
The 2008 Canadian Internet Advertising Revenue and the 2009 estimated Canadian Internet Advertising Revenue were reached after a comprehensive survey of all major Online Publishers in Canada. Revenue data was compiled and analyzed by Ernst & Young LLP.
For more information contact:
Paula Gignac
President, IAB Canada
iabcanada.com
416-598-3400 (ext. 26)
The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian Interactive marketing and advertising industry, and is a not-for-profit association representing Canada’s most well-known and respected Advertisers, Agencies, Media Companies, Service Associates, Educational Institutions and Government Associations.
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