Whilst Canada has some catching up to do when it comes to programmatic spending, compared to the US and UK, new research from eMarketer finds that the country’s mobile programmatic ad spend will grow 104.4% in 2015. Overall programmatic digital display ad spend in Canada will reach$798.5m this year, up 62.4%. This places Canada about a year behind the UK.
Programmatic digital display ads jumping 245.3% by 2017
Paul Briggs, Analyst, eMarketer, says:
“Programmatic advertising in Canada trails other comparable markets in terms of its share of total digital ad spending due primarily to the structure of the market—relatively few publishers offering advertisers options for programmatic inventory. What remains an obstacle to programmatic globally, and applies to Canada as well, are persisting concerns for advertisers regarding transparency in ad delivery and ad fraud.”
Canada’s mobile programmatic ad spending is set to grow a whopping 484% between 2014 to 2017. 54% of mobile display is programmatic in the country.
Mobile programmatic predicted to rise sharply in Canada
Compared to mobile, desktop’s programmatic share continues to decline dropping 32.1% by 2017. Briggs adds:
“Desktop programmatic display will continue to play an important role in marketing campaigns. A more symbiotic approach to cross-device campaigns is now emerging in Canada. Mobile will help engage the consumer initially, while desktop will play a key role toward converting engagement into purchase.”