Canadian online advertising surpasses print

MUMBAI : The Interactive Advertising Bureau of Canada (IAB) has said that the Canadian online advertising revenue for 2010 has surpassed print, and is now second only to television in terms of share of total Canadian media advertising revenue.

The online revenue exceeded budgeted expectations of Can$ 2.1 billion and grew by 23 per cent to Can$ 2.23 billion for 2010.

Online advertising‘s 23 per cent increase from 2009 to 2010 also bested all other major media, all but one which experienced only single-digit growth rates during this time.

Moreover, 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 almost Can$ 2.6 billion in 2011, or 16 per cent more than the 2010 actuals. This forecast includes a 17 per cent increase to Can$ 500 million for French publishers‘ online advertising revenues.

Print media advertising grew by 4 per cent to reach Can $ 2.1 billion in 2010, while television revenues rose 9 per cent to touch Can $ 3.4 billion, the report said.

Of the Can$ 2.23 billion, approximately Can$ 428 million or 19 per cent of online ad revenue, was received by French Canadian Online Publisher/Ad Network properties, representing year-over-year growth of a similar 22 per cent.
Search advertising continues to lead in terms of share of dollars booked by online publishers (Can$ 907 million/41 per cent), followed by display (Can$ 688 million/31 per cent) and classifieds (Can$ 587 million/26 per cent).

Together, these three advertising vehicles represent 98 per cent of all online advertising booked in Canada.

For the first time, display ad revenues were broken-out according to standard display (e.g. banners), rich media, sponsorship and direct response/lead generation. Standard display ads account for almost three quarters of display in 2010 (74 per cent) and 23 per cent of total online ad revenues.

Online video advertising grew by 85 per cent, from Can$ 20 million in 2009 to Can$ 37 million in 2010.

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