The Praized Blog

The Interactive Advertising Bureau Of Canada released this week their report on 2008 Actual Online Advertising Revenue (.pdf). Some highlights:

• Online advertising revenues in Canada have more than quadrupled over the past five years, and grew to $1.6 billion (net) in 2008, up 29% from the $1.2 billion $1.241 million reported in 2007
• Online is now 11% of all advertising revenue
• French language advertising revenues grew by 22% in 2008 to $317 million (net), and accounted for 20% of total Online ad revenues in Canada during 2008
• 2009 Forecast: Online advertising revenue in Canada will grow to $1.75 billion in 2009 – an estimated 9.2% increase over 2008 actuals
• Search advertising continues to lead in terms of share of dollars booked by Online Publishers ($602 million/38%), followed by Display ($490 million/31%) and Classifieds/Directories ($480 million/30%).

The report also explains what are the perceived industry challenges and opportunities going forward. The following have been identified:

• Coping with the severity of the economic downturn
• Demonstrating Display advertising’s return-on-investment (with or without a click) in response to growing Advertiser emphasis on performance-based (CPC/CPA) pricing models
• Training offline media sales forces to effectively integrate Online into cross-media sales proposals
• The commoditization of Online media by the growing number and increased market share of Advertising Networks.

What it means: very good growth in online advertising in Canada last year with 29%. An interesting particularity of the Canadian market is the large share of Classifieds/Directory online revenue, almost as big as Display ads. That’s definitely due in a large part to Yellow Pages Group who reported revenues of $247 million in 2008 (most of them in Classifieds/Directories I suspect). They officially represent more than 15% of all online revenues in Canada. Impressive results.

Places mentioned in this post