A quarter of all ad dollars will be spent on digital campaigns by 2016: study

New online technologies will help create jobs and drive spending in Canada’s $29-billion marketing industry over the next five years, a recent study suggests.

Canadian businesses spent $29 billion on marketing in 2011, up from$21.3 billion in 2000, according to a report prepared by the ConferenceBoard of Canada for the Canadian Marketing Association (CMA). Themarketingsector now employs about 1.1 million Canadians or 6.3 per cent of thecountry’s total workforce, as detailed in our source article from YahooFinance.

Both spending and hiring in that sector will continue on an upwardtrend due to the growth in digital marketing activities, the studystates.

“New opportunities in digital marketing (Internet, mobile, etc.) areexpected to be the main drivers of job growth and spending in marketingover the next five years,” the report says.

The Internet’s share of theCanadian advertising pie will grow substantially by 2016, a CMA reportsays. (Photo: Shutterstock)

As smartphone and tablet use grow, so too will Canada’s e-commercesector, and in turn, marketing and advertising activities related toe-commerce. The Internet’s share of overall ad spending is forecast tohit 26 per cent by 2016, up from 18 per cent in 2011.

The full CMA report can be purchased here.

Source | YahooFinance

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Jim Love, Chief Content Officer, IT World Canada

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Christine Wong
Christine Wonghttp://www.itbusiness.ca
Christine Wong has been an on-air reporter for a national daily show on Rogers TV and at High Tech TV, a weekly news magazine on CTV's Ottawa affiliate. She was also an associate producer at Report On Business Television (now called BNN) and CBC's The Hour With George Stroumboulopoulos. As an associate producer at Slice TV, she helped launch two national daily talk shows, The Mom Show and Three Takes. Recently, she was a Staff Writer at ITBusiness.ca and is now a freelance contributor.

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