TORONTO, Sept. 14, 2012 /CNW/ - Today IAB Canada announced results of
its' 2011 Online Ad Revenue Survey, and announced the expected ad spend
revenues in 2012.
The IAB Canada Online Ad Revenue Survey states that Online Advertising
revenues rose 16% to $2.593 billion in 2011, compared to $2.232 billion
in 2010. The Survey also estimates Online Ad Revenue will increase to
$2.8 billion by the end of 2012. Online Advertising revenue continues
to consistently narrow Television's lead, while pulling further ahead
of Newspapers, which experienced a revenue decline of 6% last year. The
Internet's share of total advertising revenue in Canada grew from 19.4%
in 2010 to 21.7% in 2011.
More specifically, large gains were achieved by both Search and Display
Advertising, with Search rising 19% to just under $1.1billion, and
Display growing by 22% to $840 million. Classifieds/Directories appear
to have lost ground slightly in 2011, down 2% from 2010. Together,
these three advertising formats generated 96% of all Online advertising
booked in Canada during 2011. Just as impressive was the expected rapid
increase seen in Video advertising, growing by an incredible 96% to $73
million in 2011.
Chris Williams, President of IAB Canada, commented on the Survey
Results, saying "In 2011, again we see the market overachieve against
our forecast even if the margin is slight. However, there are
fundamental shifts taking place within that spend that require further
attention. Online video spend has nearly doubled and yet remains modest
when compared television ad spend. Increasing sophistication in the use
of data for programmatic audience buying is changing the dynamics of
how inventory is priced and sold. Just combining those two trends
indicates how potentially broad the impact of the changing online media
landscape could be in 2012 and beyond."
2011 Canadian Online Ad Revenue was also tabulated by 13 Advertiser
Automotive continued to be the largest advertising revenue category for
Publishers/Ad Networks in 2011, while Consumer Packaged Goods and
Financial Services followed with 12% + 10% share respectively.
"Beverage Alcohol" and "Government' were two new categories added for
the first time, providing more relevant data for those advertiser
Download the complete 2011 Online Advertising Revenue Survey here.
IAB Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian
Digital marketing and advertising industry, and is a not-for-profit
association representing Canada's most well-known and respected
Advertisers, Agencies, Media Companies, Mobile and VideoGame Marketers
+ Developers, Measurement Companies, Service Providers, Educational
Institutions and Government Associations operating within the space.
SOURCE: Interactive Advertising Bureau of Canada
For further information:
contact Kelly Tulett at 416-598-3400 ext. 22