Online ad revenue surpasses print

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Online ad revenue surpasses print

Postby jon » Wed Aug 03, 2011 12:02 pm

Online ad revenue surpasses print
By Christine Dobby, Financial Post; Postmedia News
August 3, 2011

In the age of the iPad, online ad revenue exceeded $2.2 billion and outstripped print ads in Canada for the first time in 2010.

Although it took a while to catch on - online ads brought in just $86 million in 2001 - it seems advertisers are now banking on attracting attention through page views and click-throughs.

In a report released Tuesday, the Interactive Advertising Bureau of Canada found revenues from advertising online increased 23 per cent from 2009 to 2010 and overtook daily newspapers, which raised $2.1 billion in ad revenues last year. Television ads retained the top spot - with revenues of $3.4 billion - but grew at a rate of just nine per cent from the year before.

"Surpassing the $2-billion mark for online ad revenues and moving into second place in terms of overall ad spend in Canada is without a doubt a watershed moment for the digital community in Canada," IAB president Paula Gignac said in a statement.

This is in line with an expansion of the mobile advertising market, which - though still relatively small at $31.9 million in Canada in 2009 - grew at a rate of 169 per cent year over year, according to an April IAB report. With the love for smartphones showing no sign of slowing down, mobile ad revenue is projected to hit $51 million in 2010.

The Internet now accounts for 16 per cent of overall ad revenue compared with 24 per cent for television and edging out daily newspapers' 15 per cent share, according to Tuesday's report.

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