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This is the first installment of our annual 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

The news: Advertisers are increasing investment in up-and-coming digital advertising channels as the shift away from traditional continues, per a DoubleVerify study. Social media maintains the highest level of investment among North American marketers. Seventy-nine percent are already investing, while 19% have plans to. Our take: High-performing traditional ad formats are being overlooked because they鈥檙e harder to measure鈥攂ut optimizing for attribution over outcomes could come at a cost.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

US users consume an average of 3.9 hours of online content daily, while Canadian users consume around 3.7 hours. Yes, but: The findings confirm that digital content like mobile social media and CTV are an increasingly important touchpoint for advertisers as audience attention shifts鈥攂ut that major challenges persist.

The news: Gander Social is an upcoming Canadian social platform built on the decentralized AT Protocol, similar to Bluesky. Gander rejects algorithmic feeds, ad surveillance, and dark UX patterns, per Metricool. As an alternative to networks like X, Meta鈥檚 Threads, and Bluesky, it offers user-controlled content, privacy by design, and community-first tools鈥攈osted entirely within Canada. It will be available as a closed beta in August. Our take: As algorithmic fatigue and platform distrust grow, demand is rising for community-driven, ad-light spaces. Marketers should watch Gander as a testbed for the next wave of privacy-first, hyper-local platforms.

In Canada, it鈥檚 nine in 10 people in the population,鈥� our analyst Bill Fisher said on an episode of 鈥淏ehind the Numbers.鈥� 鈥淭his is a really, really valuable piece of advertising real estate.鈥�. The reach isn't the only attractive factor for marketers: CTV advertising offers rich features for advertisers like segmentation, targeting, and greater control over frequency.

Despite early adoption, programmatic has stopped gaining much new ground in Canada. Though similar to the US in many respects, Canada likely owes its slightly higher programmatic penetration to Meta鈥檚 outsize influence. Like other social networks, Meta serves the vast majority of its ads programmatically. Meta will account for 30.2% of digital ad spending in Canada this year.

LinkedIn鈥檚 CTV Ads鈥攏ow available for buyers in the US and Canada鈥攄eliver four times better targeting than linear TV, according to iSpot, and now include expanded access to Paramount鈥檚 streaming inventory. New integrations with Adobe Express, Innovid, and Sprinklr simplify campaign creation and cross-screen delivery for video ads.

OTT video is popular whether it鈥檚 free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.