When it comes to spending on online advertising in Canada, the big banks and consumer packaged goods (CPG) manufacturers are leading the way, according to two recent reports looking at the Canadian digital advertising landscape.
According to a report from Comscore, the CPG segment spent $26.5 million on digital advertising in Canada in 2012, up from $25.1 million in 2011. Nearly half of that spend – some 41 per cent – was by health and beauty companies. Rounding-out the top five were food & grovery, household & cleaning supplies, alcoholic beverages and babycare. Proctor & Gamble and Condis BV (Clearly Contacts) were the most active vendors, with Clearly Contacts, Kellog’s, Tide and Gillette the most active products.
Comscore also looks at automotive advertising in Canada, a segment that spent $19.4 million on digital advertising in 2012, up 19 per cent from $16.4 million in 2011. General Motors was the most active advertiser, followed by Ford and Hyundai. The most impressions were served up to males (63 per cent) and those aged 35 to 44 (22 per cent).
When looking at socially-enabled display ad impressions, Comscore found that CPG companies were the most active, with over 2.5 million display ad impressions. Finance recorded the most growth through, growing impressions by 937 per cent.
A report by Kantar Media on digital advertising spend by the Canadian financial services segment also found strong growth. According to Kantar, credit cards account for over one quarter of spend by the sector, followed by consumer banking and investing/retirement. The lending space has seen the most growth in spend though, increasing by 121 per cent over 2011.
When broken down by company, TD Bank led the way with $19.1 million in spending in 2012, up 34.4 per cent from the year, followed by Capital One Financial. American express was third buts its spend dropped by 21.3 per cent and it finished just ahead of Bank of Montreal, the fastest riser which took its spend form $2.2 million in 2011 to $11.6 million in 2012, an 80 per cent increase.