When you’re looking to expand into new territories, such as advertising in Canada, most advertisers simply rinse and repeat the same campaigns that have worked well for them in other markets. It’s tempting to do, especially if you’re expanding from the United States into Canada. Canadians speak the same language, play in the same sports leagues, and watch the same media as Americans.
Why not just copy the campaigns that work well in the U.S. for Canadian audiences?
Because Canadians have widely and subtly different:
For example, the average Canadian household has about $79,012 in household expenditures, $58,592 of which goes to household consumption. While Canadians notoriously spend less on healthcare, they typically spend more on recreation, clothing, personal care, reading and other miscellaneous purchases. The Canadian population is also more diverse than the United States, even though 80% of the Canadian population lives within 93 miles of the US-Canada border.
Ultimately, these contrasting points of view lead advertisers to customize their advertising intent and targeting, to best connect and drive engagement from this unique, foreign market.
CTA Media is a media research, strategy, planning and buying group specializing in Canadian advertising. Our team is filled with experts with experience navigating the Canadian media landscape. We pride ourselves in understanding client goals and developing a unique and effective targeting strategy for each campaign. We’re focused on utilizing all media channels to drive value and discover actionable insights that create value for our clients.
Clients trust our team for their Canadian advertising, in part, because of our: