Internet Media Planning

Internet is a medium that meets a variety of needs. Thus, it can be used to increase brand awareness, increase customer loyalty, generate online sales, and much more.

The strategies implemented have to be tailored to your specific needs. For example, some advertisers will aim at generating maximum online sales at the lowest cost per conversion possible, while others aim instead at increasing their brand awareness by focusing in particular on the reach and frequency and by partnering with strong targeted media brands. In many cases, an advertiser can invest in many campaigns simultaneously with different objectives.

In terms of advertising expenses, Internet generated, already in 2014, more than $3.8 billion in Canada, making it the largest medium, before TV, newspapers, radio, and all others. It is also the media with the largest growth: 11% increase in 2014, while the average growth of other media was -0.3%. Mobile Advertising is experiencing significant growth (111% increase in 2014, for a total of $903 million in Canada).

Ad Revenue Growth by Major Media in Canada: 2013-2014

(CAN$)

RANK
2013*
$Millions
2014
$Millions
Percent change
1. Internet* $3,418 $3,793 11%
2. Television $3,387 $3,361 -1%
3. Daily Newspaper $1,679 $1,392 -17%
4. Radio $1,600 $1,589 -1%
5. Magazines $558 $472 -15%
6. Out-of-home $514 $521 1%
Total All Media $11,156 $11,128 -0.3%

Sources - IAB Canada: Internet; TVB: all other media; #s rounded, excludes agency commission

*2013 total rev restated due to retroactive survey respondent advice (was $3,525mil)

Internet advertising can take different forms and it is important to analyze across which forms these investments are spread on the Internet.

Paid search (PPC) alone accounts for no less than 54.1% of the total (more than $2 billion in 2014 in Canada), followed by display advertising (which many people refer to as “banners”) at 33.6%, while video advertising accounts for 7%, and investments within directories and classifieds sites account for 4.5%.

Total INTERNET Revenue & Percent Growth by Ad Vehicle: 2013-2014 (net)
Ad Vehicles: (CAN$) Total Canada French Canada
(incl Desk/laptop + Mobile)
2013*
$(millions)
2014
$(millions)
%
change
2013*
$(millions)
2014
$(millions)
%
change
Search
1,802 2,052 14%
371 417 12%
Display
1,091 1,274 17%
189 188 -1%
Classifieds/Directories**
289 171 -41%
56 26 -53%
Video
208 266 28%
31 43 39%
Email
18 19 8%
2 3 24%
VideoGaming
11 11 8%
1 1 94%
Total INTERNET
3,418 3,793 11%
650 679 4%

* 2013 Total restated by 107mil to reflect a retroactive corporate reporting change (was $3,525)
* 2013 standard format revenues adjusted upward from Online-only base (PC) to reflect Internet base (+Mbl)
** Class/Dir. decline in 2014 caused by $100mil+ reduction in reported revenues by one survey participant
** Class/Dir. - in 2013 $115mil ($39mil Fr) was shifted to Search per a major corp. reporting chg.
Video = Pre, Mid, Post-Roll in Videoplayer environment (excludes companion ads or In-Banner); #s rounded.

Contact us to find out how we can develop a media plan tailored to your needs.