IAB Canada has completed the 2024 Salary Study containing several major insights depicting a changed job market for the digital advertising industry in Canada. 2024 has been a challenging year for the digital media advertising jobs sector. We have seen budgets reduced and increased moves towards streamlining services. The year has also been the first to see tangible impact from the rapid adoption of generative AI which entered the scene and quickly became mainstreamed across the sector one year ago.
According to an IAB Canada member survey, 89% of members across all stakeholder groups have implemented or intend to implement AI this year. Agencies are particularly invested as the new technology shows promising improvements to workflow processes and has the capability to drive increased media effectiveness with the same or less talent required in current positions.
As we enter Q4, the industry has contracted with members reporting staff cuts and many are re-assessing operational needs given the market realities and the rapid development of technology to support once labour-intensive tasks.
The salary reporting reveals some significant adjustments in several key areas of the value chain.
Attracting and retaining skilled digital marketing professionals remains a challenge in the advertising industry. Knowing the current salary and benefit trends across Canada can help agencies stay competitive.
The figures enclosed in this annual report are offered as a hiring and compensation planning guide for Human Resources (HR) Managers and Executives working in the digital advertising industry across Canada.
This report is provided at no charge to participating agencies and is available for purchase from IAB Canada. If you would like further information on accessing this critical benchmarking study, please contact us at [email protected].