A report released by eMarketer, “Worldwide Ad Spending: The eMarketer Forecast for 2017,” reveals that North America is forecasted to reach $217.51 billion in total media ad spending in 2017, accounting for at least 36% of global ad outlays. Total media ad spending worldwide will top $584 billion this year, and is expected to hit $748.68 billion in 2021. Ad spend will continue to grow, though North America is expected to be surpassed by the Asia-Pacific region by 2019.
Canada’s digital market is significantly smaller than the U.S., though the growth rate is comparable. Total media ad spending will rise 5.8% to $10.74 billion in 2017 and is projected to reach $13 billion in 2021. Digital ad spending in Canada is expected to grow by 16% to $4.78 billion this year, with advertisers allocating 44.5% of total media spending to digital, slightly more than 40.1% in the US.
Canada is paying more attention to mobile ad spending, and will spend $2.82 billion on mobile, or 59.1% of digital ad spending; this is a growth rate of 40%.
Print will account for at least 11% of total spending throughout the forecast.