Mobile ad revenue in Canada is growing 4X faster than online and 12X faster than overall media
The Interactive Advertising Bureau of Canada today announced that mobile advertising revenues in Canada grew 93% above 2009 totals to just over $52 million in 2010, and are forecast to grow to $82 million in 2011.
The Top 10 Earners in IAB Canada's Mobile Advertising Revenue Survey accounted for 82% of Total Net Revenues in 2010.
Consumer Packaged Goods represented over one-fifth (22%) of all reported Mobile Advertising Revenues in Canada in 2010. Retail, Telecom and Automotive follow at a distance with 12%, 12%, and 11% share of revenues respectively. The remaining 43% of total ad revenue is distributed among the following seven categories: Financial (9%); Entertainment (8%); Media (7%); Leisure Travel (6%); Technology (5%); and Pharma/Healthcare (3%).
Mobile advertising's annual revenue growth rate was dramatic in 2010 compared to the 7.4% growth experienced by the overall Canadian media sector and was over 4 times faster than Online's impressive growth of +23% during 2010.
"Mobile has clearly benefited from Advertisers' desire NOT to miss the Mobile train the way they did in the early years of the Internet," says Steve Rosenblum, Director of Research, IAB Canada. "In fact, just as it is across the US, UK and Europe, the momentum behind Mobile in Canada is now propelling it into the advertising spotlight with an even greater rate of uptake than we saw during the early years of the Web."
"Mobile marketing has very fundamental, core differences from Internet marketing, but it definitely benefits from all of the lessons learned by Publishers, Networks and Technology providers who endured the Internet's rollercoaster ride through Web 1.0 and 2.0," said Paula Gignac, President, IAB Canada. "The result for Marketers, is that the ecosystem is also coming together and developing efficiencies faster than we were able to do Online, and so it's even more important that Advertisers allocate new budgets for Mobile right now – in addition to what's already allocated for their Internet spend – in order to get the early-mover advantages that they missed out on, on the Internet. Mobile's always-on and personal nature make it an important place for marketers to build and revitalize brand relationships; extend reach to key audiences; and of course, drive sales through engagement and action-oriented Mobile content and App design."
Note: Tablet revenues are not included in this study as the first revenue-generating applications for tablets were developed in September 2010. Tablet tevenue will be in the 2011 Revenue Survey.
