IAB Canada - Online Ad Spend Study, 2010

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Online advertising in Canada (1998-2011) & compared to other media for total and French Canada with projections (2004-14)

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Online & other ad spend in Canada and French Canada Ernst & Young 2010 + eMarketer & other sources Updated April 9th, 2011

IAB Canada: Online Ad Spend in Canada 1998-2011 IAB Canada : Canadian Internet publisher’s revenues 1998-2011 (in millions of dollars) Sources : 1998-2001 : IABC & PwC, 2002-2009 : IABC & Ernst & Young, 2010-2010 : eMarketer, 2011 : PwC eMarketer 455$M 2,4$B 400$M 2,1$B +16% estimated 2009 to 2010 +15% projected 2010 to 2011

Ad Spend In Canada 2004-14 ,[object Object],[object Object],* Sources : TV/RD : 2004-09 CRTC, 2010-11 Warc, 2012+projection, Quot .: 2004-09 CNA, 2010-11 Warc, 2012+projection, DM : 2004 MediaDigest, 2005-09 CanPost, 2010+projection, Hebdos : 2004-09 MediaDigest, 2010+projection, Internet : 2004-10 IABC, 2011-14 eMarketer, Yellow Pages : 2004 MediaDigest, 2005-09 Teledirect, 2010+projection., Magazines : 2004 Media Digest, 2005-10 MagCanada, 2010-11 Warc, 2012+projection, Affichage : 2004 MediaDigest, 2005/09 NMR, 2010-11 Warc, 2012+projection, Mobile : 2007-09 eMarketer, 2010-12 SMV, 2013+projection ,[object Object],[object Object],10-9% Share ‘04-’11 11-8% 3-3% 3-16% 22-15% 25-21% 12-13% 10-10% 5-4% -15% +9% +481% +46% % growth ‘05-’10 +23% +30% 0-0.1% (000) +631% +26% -2% -8% Daily Newspapers Yellow Pages Community Papers Magazines OOH

Ad Spend in French Canada 2004-14 ,[object Object],[object Object],* Sources : TV/RD : 2004-10 CRTC, Quot. : 2004-10 GuideMédiasIP, Internet : 2004-10 IABC, Magazines : 2004-10 GuideMédiasIP, Affichage : 2004-10 GuideMédiasIP, Hebdos : 2006-10 Hebdos du Québec; toutes projections 2011+ sont en part historique Qc du Canada total. ,[object Object],[object Object],-15% +0% +223% -7% +20% % growth ‘05-’10 Share ’04-’11: 37-28% 31-22% 4-18% 11-10% 13-11% 8-5% 6-5% (000) +0% +13% Community Papers Magazines OOH Newspaper

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