Digital Video Advertising - Canada

Ad spending in the Digital Video Advertising market in Canada is projected to reach US$3.89bn in 2024.
The ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.81%, leading to a projected market volume of US$5.46bn by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated in Canada.
In the Digital Video Advertising market in Canada, 92% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Canada is projected to amount to US$106.10 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Canada is projected to reach US$408.80m in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 4.28%, resulting in a projected market volume of US$525.70m by 2030.
The ad spending on short-form videos in the Digital Video Advertising market in Canada is projected to reach US$1.54bn in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.82%, resulting in a projected market volume of US$2.71bn by 2030.
Canada's Digital Video Advertising market is rapidly growing, with a shift towards programmatic buying and increasing investment in targeted and interactive ad formats.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Canada is experiencing significant growth and development.

Customer preferences: Customers in Canada are increasingly consuming digital video content on various platforms, such as smartphones, tablets, and smart TVs. They prefer watching videos online due to the convenience and flexibility it offers. Additionally, the younger demographic in Canada, who are heavy users of digital media, are more likely to engage with digital video advertisements compared to traditional forms of advertising.

Trends in the market: One of the key trends in the Canadian Digital Video Advertising market is the shift towards programmatic advertising. Programmatic advertising allows for more targeted and personalized campaigns, enabling advertisers to reach their desired audience more effectively. This trend is driven by the availability of advanced data analytics and targeting capabilities, which help advertisers optimize their ad spend and achieve better ROI. Another trend in the market is the increasing popularity of mobile video advertising. With the widespread adoption of smartphones and the availability of high-speed internet, Canadians are consuming video content on their mobile devices more than ever before. Advertisers are capitalizing on this trend by investing in mobile video advertising to reach consumers on the go.

Local special circumstances: The bilingual nature of Canada presents a unique opportunity for advertisers. English and French are the official languages of Canada, and advertisers have the opportunity to create targeted video advertisements in both languages to cater to the diverse population. This allows for a more personalized and localized advertising approach, which can resonate better with the target audience.

Underlying macroeconomic factors: The strong economic growth in Canada has contributed to the development of the Digital Video Advertising market. With a stable economy and increasing disposable income, Canadians have more purchasing power, which attracts advertisers to invest in digital video advertising to promote their products or services. Furthermore, the high internet penetration rate in Canada, coupled with the availability of high-speed internet connections, has created a conducive environment for the growth of digital video advertising. Canadians have easy access to online video content, leading to a higher demand for digital video advertisements. In conclusion, the Digital Video Advertising market in Canada is experiencing growth and development due to customer preferences for online video consumption, the shift towards programmatic advertising, the popularity of mobile video advertising, the bilingual nature of the country, and the underlying macroeconomic factors such as strong economic growth and high internet penetration. Advertisers are increasingly investing in digital video advertising to effectively reach and engage with the Canadian audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.