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Odd-numbered years usually see a downturn in traditional ad spending growth thanks to the absence of major global sporting events and fewer elections around the world. We expect a similar outcome in 2025. However, the digital side of the industry is still doing very well, and its annual increases will keep total media ad spending growth in the high single digits for several more years.

Walmart’s $2.3 billion Vizio acquisition will give brands new ways to reach consumers and boost product discovery, while Amazon is reaping the rewards from the launch of Prime Video’s ad-supported tier and its investments in live sports. Other retailers looking to get in on the CTV boom include Albertsons and Instacart. Overall, we expect off-site RMN ad spending to grow 42.1% YoY in 2025.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

Amid economic uncertainty and trade concerns from abroad, Canada’s digital ecosystem is expected to remain strong, fueled by innovation from publishers, advertisers, and retailers.