One thing's for sure, internet advertising in Canada isn’t slowing down. If anything, it’s evolving faster than you'd think—and we’ve got the numbers to prove it. With new trends, channels, and privacy laws shaking things up, there’s plenty to unpack in this guide. Lucky for you, we’re on top of it.

We’ve just reviewed the IAB’s latest advertising revenue report, and in this guide, we’ll summarize the findings. 

Whether you’re an advertiser, marketer, or just someone who likes to keep their finger on the pulse, here’s what’s happening in the Canadian internet advertising space.

Steady growth despite economic headwinds

Let’s kick things off with the big picture: last year, Canada’s internet advertising revenue hit $15.9 billion, up 12%. Sure, it’s not the 15% spike we saw in 2022, but in a shaky economy, growth is growth—and digital ads are holding their own. Search and social media still run the show, giving marketers flexible, effective ways to connect with audiences when things get unpredictable.

New channels, new habits

Social media flexed hard this year with a 20.8% jump, which wasn't super surprising to us. Many of our clients have invested more in social media ads this year, and their return on investment has been substantial. One of our clients has quite literally sold out of inventory. Pretty good problem if you ask us.

Canadians are spending more time scrolling, tapping, and liking—no surprises there. But that’s not the only trend catching steam. Digital audio grew by 15.7%, proving podcasts and streaming services are no longer niche.

Video ads? Still a big deal, with 17.7% growth. The rise of Connected TV (CTV) and Advanced TV formats shows that video isn’t just for YouTube and TikTok anymore. Social platforms are doubling down on video content, and advertisers are following suit.

By the way, if you're looking for video ads, we'd love to help. Here's an example of a YouTube ad we shot for FIXD in the summer of 2024.

Retail media: The new MVP

Retail media is the rising star, jumping 23.1% to hit $1.209 billion. This growing category plays a significant role in internet advertising in Canada, whether it be search, display, or video ads. With more retailers getting savvy about digital ad strategies, expect retail media to keep climbing.

A world without cookies

The cookie apocalypse is coming, folks. As we inch closer to a cookie-less future, advertisers need to get creative with consent management and data strategies. Add in Quebec’s new privacy laws and incoming federal regulations, and there’s a lot to juggle. Compliance isn’t optional—it’s the new game in town when it comes to internet advertising in Canada.

Accessibility too, for that matter. Check a few of the tools we use for Accessibility when we build websites for our clients.

SMBs: A Golden Opportunity

The future isn’t just about big brands throwing down ad dollars. Small to medium-sized businesses (SMBs) are entering the arena, thanks to self-serve ad platforms that make premium content and slick creative more accessible. This democratization of digital advertising is injecting fresh energy into the market, paving the way for a dynamic, diverse ad landscape in Canada.

What’s Next?

Canada’s digital advertising scene is in a state of flux, so be sure you keep up to date on the most popular advertising platforms in Canada. It’s facing down economic bumps and tighter regulations while riding the wave of new tech and changing consumer habits. The key to staying ahead? Agility. The most successful players will be those who embrace Canada’s unique market trends, adapt quickly, and stay open to innovation.

That’s the lowdown. Whether you’re building your next internet advertising campaign or just keeping an eye on the industry, there’s no doubt the Canadian digital advertising space is one worth watching. Want to take your brand’s digital presence to the next level? Drop us a line—let’s build something great together.