While having recently topped $1 billion in Canadian online advertising spending, it is predicted that by 2011 that figure will reach more than $3 billion. Combined with the soaring Canadian dollar this could give canuck ad companies the ability to be more competitive both stateside and abroad. This would be of benefit to the North American economy as a whole.

More so, I can’t help but concur that the Canadian market is timid by nature. It seems that things do move a bit slower in Canada despite a near 10-point lead in broadband penetration versus America. I will defer to the eMarketer article on this point:

“Admittedly, Canada’s entrepreneurs tend to be cautious. Given the country’s small population, audience size and ROI are crucial. Advertising dollars need to work hard, and many firms have held back from online experiments to focus on media they know. But the situation is finally changing.”

While this is encouraging, I wouldn’t discount the overall strength of the advertising business in North America. Barring a recession, the picture looks rosy all around.

Filed under: Economy, Media Planning, The Future

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