An E-Marketer's Analysis of Digital vs. Traditional Media Buying

The year of 2020 was historical for many reasons, the most significant being the pandemic. The pandemic heavily influenced Canada’s ad market, favouring digital formats that provide greater flexibility and performance-based ad units according to Paul Briggs’s article, “Canada Digital Ad Spending 2021.”

The economic recovery in 2021 will lead total ad spending to rebound recouping some of 2020’s losses. Ad units in social media are driving video and mobile advertising revenue as consumer usage is up. This report covers the latest predicaments for digital ad spending in Canada and goes in depth behind some advertising trends.

• “Total media advertising expenditures dropped by 7.3% over 2019, mirroring overall economic performance in Canada.”
• “Advertisers focused their limited budgets on digital ad formats, which kept digital ad spending in positive territory with 4.0% annual growth.”
• “The economic recovery in 2021 will lead total ad spending to rebound by 11.3% year over year (YoY), recouping 2020’s losses and then some.”
• “Digital ad spend will fuel that rebound, rising by 13.4% YoY.”
• “Video and mobile advertising held strong in 2020 and will post respective gains of 15.2% and 15.3% this year.”
• “Digital ad spending in Canada will surpass CA$10 billion ($7 billion) this year, accounting for 64.3% of total media ad spending.”

Using this data, Canadian advertisers can make informed decisions in regards to the allocation of their budgets in years to come. To download the full report, review the original article.

Written by Zaniah Friesen