“They are like a ghost.
They don’t come back,” said John Kowalski, president of Kowalksi Advertising Group in Vancouver.
“They stay put.
They stay there.
It’s just a very difficult time.
It really is a time of uncertainty.”
The ads that Kowaleski runs will disappear as people migrate from other Canadian markets and as the economy rebounds.
For now, Kowaloski is keeping a tight lid on the ads he runs, saying that it’s hard to gauge what the advertising market will look like when the season ends in November.
The big question is: How will people pay for it?
The Canadian Advertising Federation, a lobby group for advertisers, predicts the market will shrink from $1.1 billion in 2014 to about $850 million in 2020.
It predicts that more than half of the total revenue generated will go to advertising.
And, in many markets, the government will step in to fill the gap.
It estimates that the federal government will generate about $50 million in ad revenues in 2020 from a new program that will give companies the right to advertise on local news.
That program is the Digital Media Fund, a $2.5-billion program designed to support digital advertising.
It aims to make the digital ads available to consumers at a faster pace and more easily.
But many people are wary of the program because of fears about privacy and other risks.
“The public’s trust is being eroded,” said Jennifer Dufour, a partner with Publicis Groupe who specializes in digital media.
The program is being developed under the Digital Communications Act, which was created in 2006 and expanded to cover online advertising in 2008.
Under the law, companies must pay fees to the government to be able to make digital ads.
The fees vary from province to province.
In the past, advertising companies have paid a fee based on the number of ads they had displayed on a local news station or newspaper.
In Ontario, for example, ads with more than 500,000 impressions or clicks were paid $3.25 a share.
That money went to the provincial advertising arm of the Communications Commission.
The new Digital Media Funds will pay for digital ads at a lower rate.
That is important because it will allow the industry to better balance competing interests.
But Dufours says it is not enough.
“You can’t expect people to pay $50 a share of a national program, because that doesn’t make sense for the consumer,” she said.
“It is about making sure the money is going to be spent in a responsible way, and not being dependent on any one market.”
The digital ads that will disappear will be a different story, said Dufres, who has worked in the industry for almost 15 years.
They will be tailored to local markets.
The ads will be more personal and contextual.
They’ll be more local.
And they’ll be in the context of what the audience is looking for.
The biggest issue will be that there is no one single industry in this digital advertising market.
The advertising industry needs to work together, and the government needs to provide funding to the industry, she said, pointing to a recent funding package that the government approved.
But the issue of privacy concerns has become a concern as well.
In some markets, advertisers will have to disclose their identities.
Some local news stations are opting out.
Others will have fewer rules around what they can and cannot publish.
The debate over the Digital Commerce Act is expected to continue.
“There are some people who are still skeptical,” said Dusenbery.
“And I would be happy to give them a little bit of hope.
But I don’t think we’ll be seeing the kinds of ads that are going to replace traditional local news and local television advertising.”