Video ad online spending in Canada grew 27 percent in 2012

Media publishers and advertisers in Canada are focusing more on Internet video ads.

Posted on Sep 27, 2013 by YuMe

With streaming video playing a greater role in consumers' day-to-day lives, brands around the world have realized video advertising on the Web is an effective way to reach target audiences. Meanwhile, publishers have found Internet video ads are valuable revenue generators. As such, the amount companies are investing in these types of ads is growing, and a recent report examined how the trend is playing out in Canada.

According to the International Advertising Bureau of Canada, total online and mobile ad spending in the country hit CA$3.1 billion in 2012, a 15 percent increase from the CA$2.7 billion spent the previous year. While Internet advertising investments in 2012 increased 13 percent from 2011 to reach CA$2.9 billion, spending for mobile surged 97 percent to CA$160 million.

"The dramatic growth of mobile devices and their use, both in and outside the home is driving market growth," said Chris Williams, president of IAB Canada.

The IAB of Canada noted Internet ad revenues increased nearly 90 percent last year, as companies budgets shift increasingly away from television toward the Web. In fact, the Internet's share of major media advertising grew to 27.5 percent in 2012, while television's shrank to nearly 31 percent. Additionally, digital publishers, ad network and exchange professionals, mobile carrier representatives and other media ad sellers in Canada surveyed by the IAB stated they expect Internet ad revenues to hit CA$3.4 billion by the end of 2013.

Among online ad types, Internet video advertising investments in Canada grew 27 percent to reach CA$92 million in 2012. The survey, which calculated French-language ad spending separately, found French online video ad revenue went up 90 percent to CA$15 million. These trends suggest brands and publishers are focusing more on online video advertising.