TORONTO, Aug. 10 /CNW/ - Despite a year of decreased revenues for all
other major media in Canada, the Interactive Advertising Bureau of
Canada (IAB) today announced that Canadian
Online Advertising Revenues for 2009 exceeded budgeted expectations
of $1.75 billion, and grew by 14% to $1.82 billion for 2009.
Publisher revenue from Online advertising in Canada has increased at
double digit rates in all but one of the past 10 years -- building from
$98 million in 2000 to the $1.82 billion mark reported above -- and is
rapidly closing in on Newspaper ad revenue.
Online Advertising now represents 13% of the combined $13.8 billion
total spent on all channels.
Of the $1.82 billion, approximately $352 million or 19% of Online ad
revenue was received by French Canadian Online publishing properties,
representing year-over-year growth of 11%.
Search advertising continues to lead in terms of share of dollars booked
by Online Publishers ($741 million/41%), followed by Display ($578
million/32%) and Classifieds ($467 million/26%). Together, these three
advertising vehicles represent 99% of all of the Online advertising
booked in Canada.
Online Video advertising nearly doubled in 2009: growing from $12
million in 2008 to $20 million; while Publisher-based Email advertising
lost ground, declining from $18 million in 2008 to just $13 million in
Advertising within the VideoGaming environment in Canada was also
reported for the first time in 2009, and sits at $3 million dollars.
2009 Canadian Online Ad Revenue by Advertiser Category was also
tabulated, and was as follows:
Automotive - 12%;
Packaged Goods - 10%;
Financial - 10%;
Retail - 7%;
Telecommunications - 5%;
Entertainment - 5%;
Leisure (Travel, Hotel, Hospitality) - 5%;
Media - 4%;
Pharma/Health - 2%; and,
Other - 31%.
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 $2.1 billion in 2010, or
15% more than the 2009 actuals. This forecast includes a 14% increase to
$400 million for French Publishers' Online advertising revenues.
"It seems incredible that after passing the $1 billion revenue mark just
two years ago -- and after the worst recession in history -- Internet
advertising in Canada is poised to break through to the $2 billion mark
in 2010," says Paula Gignac, President, IAB Canada.
"What's even more impressive, is that Internet advertising in Canada has
grown at a double-digit rate in the face of low, no, or negative growth
in other countries. To me, that's a testament to both the rising
importance of the Internet within the total media mix, and the growing
expertise in Interactive marketing within the Canadian advertising
community. Clearly, the few advertising pioneers of yesterday have now
been joined by a mass of companies who have not only made the jump to
Interactive, but who are also increasing their investment based on
positive brand and direct results from the various channels within."
Download the Detailed IAB Canada 2009 Actuals/2010 Budgeted Internet
Advertising Revenue Report today at:
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.
SOURCE Interactive Advertising Bureau of Canada
For further information: For further information: about IAB Canada contact: Paula Gignac, President, IAB Canada, at (416) 598-3400 (ext. 26), or at www.iabcanada.com