Online ad spends predicted to grow in 2009
And IAB Canada's projected total for 2008 online advertising revenue in Canada is estimated at $1.5 billion.
Online ad spending in the US is predicted to grow about 15% in 2009, and IAB Canada’s projected total for 2008 online advertising revenue in Canada is estimated at $1.5 billion, 25% more than 2007.
The Internet makes up an important part of the media mix and reaches more adults ages 18 to 24 and 25 to 34 each week than radio, IAB revealed. However, online ad revenue targeting Canadians represented only 8.7% of the total Canadian ad spend in 2007, even though consumers spent an estimated 23% of their weekly time online.
New research from IAB Canada, using data from PMB’s 2008 study, shows that Internet Imperatives (heavy Internet users, but light TV users) make up about 25% of adults 18 and over in Canada.
Some IAB suggestions for advertisers in 2009 include making brand awareness and message associations by investing in display advertising, since the overall count of people reached by display ads is much higher than that of all other online advertising vehicles. Other suggestions include using online branded content programs to drive engagement.