Advertising on internet can take multiple forms, it is essential to analyze how are distributed these advertising investments on the Internet. The Google Ads platform (including paid search on Google, YouTube, and the Google Display Network) alone accounts for about 50% of the total (approximately $ 5.16 billion in 2021 in Canada). Then follows the advertising invested on the Facebook Ads platform (including Facebook, Instagram, Messenger, WhatsApp), with about 25% of the total invested in digital advertising in Canada in 2021. All other purchases (Programmatic, shopping "traditional web", etc. .) share the remaining 25%.
Total advertising investment in Canada, traditional media VS Internet (in billions)
Source: eMarketer, Canada market, March 2021
Time spent per media in Canada, traditional media VS internet (in hours)
Source: eMarketer, Canada market, March 2021
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