Ad Spend

Extraordinary growth of RTB in Canada

Real Time Bidding is all the rage around the world and Canada is no different. eMarketer recently published a report on the explosive growth or RTB around the world quoting new data from Forrester, IDC and Accordant Media. While some agencies have been using RTB to some extent in the last year or two, most are still grasping at the very concept of what this is, how it works and what it can really do for them. At the same time, publishers are worried this is just another way to commoditize their inventory, further driving down CPMs. Ad networks however are quick to catch on to the potential this represents to them and they are jumping in with both feet.

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Local online ad spend in Toronto and Victoria

The rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend.

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