Yellow Pages Group Represents 15% of All Online Revenues in Canada

The [praized subtype=”small” pid=”c4d2d76ecb2f9ad3c44c7561da14799dd0″ type=”badge” dynamic=”true”] released this week their report on 2008 Actual Online Advertising Revenue (.pdf). Some highlights:

  • Online advertising revenues in Canada have more than quadrupled over the past five years, and grew to $1.6 billion (net) in 2008, up 29% from the $1.2 billion $1.241 million reported in 2007
  • Online is now 11% of all advertising revenue
  • French language advertising revenues grew by 22% in 2008 to $317 million (net), and accounted for 20% of total Online ad revenues in Canada during 2008
  • 2009 Forecast: Online advertising revenue in Canada will grow to $1.75 billion in 2009 – an estimated 9.2% increase over 2008 actuals
  • Search advertising continues to lead in terms of share of dollars booked by Online Publishers ($602 million/38%), followed by Display ($490 million/31%) and Classifieds/Directories ($480 million/30%).

The report also explains what are the perceived industry challenges and opportunities going forward. The following have been identified:

  • Coping with the severity of the economic downturn
  • Demonstrating Display advertising’s return-on-investment (with or without a click) in response to growing Advertiser emphasis on performance-based (CPC/CPA) pricing models
  • Training offline media sales forces to effectively integrate Online into cross-media sales proposals
  • The commoditization of Online media by the growing number and increased market share of Advertising Networks.

What it means: very good growth in online advertising in Canada last year with 29%. An interesting particularity of the Canadian market is the large share of Classifieds/Directory online revenue, almost as big as Display ads. That’s definitely due in a large part to [praized subtype=”small” pid=”7ac08d444f37191c8a97699e6530751c” type=”badge” dynamic=”true”] who reported revenues of $247 million in 2008 (most of them in Classifieds/Directories I suspect). They officially represent more than 15% of all online revenues in Canada. Impressive results.


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