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Internet Media Planning
Invest in the measurable
Internet is a medium for meeting a variety of needs. Thus, it can build brand awareness, customer loyalty, drive online sales, and more.

The strategies must be tailored to your specific needs. Thus, some advertisers will aim to generate maximum online sales at the lowest cost per conversion, while others will seek to increase their reputation by focusing on reach and frequency and by partnering with strong and targeted brands. In many cases, the same advertiser will be able to count on several simultaneous offensives, with their own objectives.

In terms of advertising investment, Internet accounts for $ 5.6 billion in Canada in 2018, making it the largest media in importance, before television, newspapers, radio, magazines, billboards and everything else. In 2018, 49% of all advertising budgets in Canada were invested on the web, and this percentage should increase to 52% by 2019! And internet is also the media with the biggest growth, for several years.

Internet Media Planning

The mix media

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 $ 3.86 billion in 2018 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 2018. All other purchases (Programmatic, shopping "traditional web", etc. .) share the remaining 25%.

Total advertising investment in Canada, traditional media VS Internet (in billions)

Year
2018
2019
2020
2021
2022
2023
Internet
7,72$ (50,2%)
8,80$ (53,6%)
9,90$ (56,7%)
10,94$ (59,3%)
11,92$ (61,5%)
12,75$ (63,0%)
Traditional media
7,66$ (49,8%)
7,64$ (46,5%)
7,56$ (43,3%)
7,51$ (40,7%)
7,47$ (62,7%)
7,48$ (37,0%)
Total
15,37$
16,43$
17,46$
18,44$
19,39$
20,24$

Source: eMarketer, Canada market, February 2019

Time spent per media in Canada, traditional media VS internet (in hours)

Year
2018
2019
2020
2021
Internet
4h48m (48,8%)
4h55m (50,1%)
5h02m (51,2%)
5h07m (52,1%)
Traditional media
5h02m (51,2%)
4h54m (49,9%)
4h48m (48,8%)
4h42m (47,9%)
Total
9h50m
9h49m
9h50m
9h49m

Source: eMarketer, Canada market, April 2019

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19 November 2018

10 étapes essentielles de la configuration de campagnes publicitaires numériques

par Diane Carrier
Partner, Digital Strategist


Comme vous le savez sans doute, l’une des forces de la publicité sur internet est la possibilité de démontrer concrètement les retombées des campagnes de nos clients. Pour ce faire,...

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