Marketing is all about getting the right message to the right person at the right time. For marketers in Canada, that often means investing in digital, mobile, video, and social strategies to reach a population that's increasingly active in these spaces. Here's what you might not know about marketing in Canada -- and its future.
Digital ad spending is projected to surpass TV for the first time In 2012, advertisers spent more than CA$13.24 billion, and this figure is projected to hit CA$15.61 billion by 2017, according to reports from eMarketer. This year, digital is predicted to surpass TV spending for the first time -- and to continue to grow. eMarketer projects digital spending will reach C$4.64 billion by 2017, representing 29.7 percent of total media ad spending in Canada.
Mobile spending will see triple-digit growth rates in 2014 Canadians are consuming more content on their mobile phones than ever before. Local targeting, context-based messaging, and social media and video marketing capabilities add to mobile advertising's potential. By 2017, mobile is predicted to account for a third of Canada's total digital spend. Mobile spending doubled from 2011 to 2012, and eMarketer predicts this spending will see triple-digit growth rates this year, hitting approximately CA$326.5 million.