Search Advertising - Canada

Canada

Highlights

Ad spending in the Search Advertising market in Canada is forecasted to reach US$8.15bn in 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 4.05%, leading to a projected market volume of US$10.34bn by 2030.
When compared globally, the United States will generate the highest ad spending (US$137.00bn in 2024).
By 2030, 52% of the total ad spending in the Search Advertising market in Canada will come from mobile.
The projected average ad spending per internet user in the Search Advertising market in Canada is estimated to be US$222.00 in 2024.
Canada's Search Advertising market is rapidly evolving, with a focus on local targeting and mobile optimization to reach diverse audiences effectively.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Canada is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trend. Customer preferences in Canada are shifting towards online shopping and digital platforms. With the increasing popularity of e-commerce, more businesses are investing in online advertising to reach their target audience. Consumers are also becoming more tech-savvy and are actively using search engines to find products and services. This has created a demand for search advertising as businesses seek to capture the attention of these online consumers. Trends in the market indicate that search advertising in Canada is becoming more competitive. Businesses are realizing the importance of search engine optimization (SEO) and pay-per-click (PPC) advertising to improve their online visibility. As a result, there is a growing demand for search advertising services, leading to increased competition among advertisers. This trend is expected to continue as more businesses recognize the value of search advertising in reaching their target audience. Local special circumstances in Canada also contribute to the development of the search advertising market. Canada has a highly urbanized population, with a significant portion of the population living in major cities such as Toronto, Vancouver, and Montreal. This concentration of population in urban areas creates a favorable environment for search advertising, as businesses can target their advertising efforts towards specific geographic locations. Underlying macroeconomic factors also play a role in the growth of the search advertising market in Canada. The Canadian economy has been relatively stable in recent years, with steady GDP growth and low unemployment rates. This economic stability provides businesses with the confidence to invest in advertising and marketing activities, including search advertising. Additionally, the increasing use of smartphones and internet connectivity in Canada further supports the growth of the search advertising market, as consumers have easy access to online platforms and search engines. In conclusion, the Search Advertising market in Canada is experiencing growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. The shift towards online shopping and digital platforms, increasing competition among advertisers, concentration of population in urban areas, and stable macroeconomic environment all contribute to the positive trend in the search advertising market. As businesses continue to recognize the value of search advertising in reaching their target audience, the market is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.