Online Advertising in Canada

10/27/2004

While online advertising has always boasted of being the most measurable medium ever, eMarketer notes that, in the aggregate at least, it can be a tough metric to unearth. The problem is particularly acute in Canada. Unlike in the U.S., where there are over a dozen sets of online ad spending estimates from different sources (eMarketer aggregates them all, and uses the IAB/PricewaterhouseCooper's figures as its benchmark), there has been no single agreed upon source for online ad spending in Canada. Although PwC, in concert with the IAB in Canada, have released statistics showing that the market reached $111 million in 2003, the consensus estimate, among industry experts, puts that figure at closer to $150 million. Looking forward, eMarketer has learned that the IAB/PwC consortium has conducted a new survey and will release these results, including future projections, in early November. www.emarketer.com

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