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- Did Video Really Kill The Radio Star?
Did Video Really Kill The Radio Star?
Absolutely. It's not about who's watching, but what they're watching...
Hey friend,
A lot of things are shifting in our world right now, but one thing remains: video content is ruling our audiences’ worlds. And while video content remains a constant, we need to take it a step further by meeting our audiences where they are right now, not just based on browsing history. What better way to do that, especially amid the tariff war, than by collaborating with some of Canada’s top micro-influencers?
How are you using video in your marketing? |
The Future of Video Ads: Context is King
Video ad success isn’t just about targeting the right audience; it’s about meeting them in the right moment. A new study from GumGum found that 94% of consumers in Canada, the U.S., and the U.K. prefer ads that match the content they’re watching rather than ones based on their browsing history. With video ad spend expected to dominate digital budgets in the next three years, brands that prioritize context over cookies will win attention and engagement.
This shift is a wake-up call for advertisers relying on personal data for targeting. Instead of chasing consumers across the internet, AI-powered tools like GumGum’s Mindset Graph™ analyze video content itself, ensuring ads feel relevant and non-intrusive. With 80% of consumers more likely to engage with contextually matched video ads, it’s clear. The future of video advertising isn’t about who’s watching. It’s about what they’re watching.
The Play is Canadian on Canadian on Canadian
We’ve discovered that the key to video advertising is all about context. But how do we ensure our video ads reach the right audience at the right moment?
With tensions in the Canada-U.S. relationship, Canadian pride is at an all-time high. Homegrown brands are shifting their marketing efforts to hyperfocus on Canadian audiences wherever possible. And from everything we’re reading in the news, it’s clear: Canadians want to see and support Canadian brands.
One of the best ways to tap into this sentiment? Contextual video, powered by Canadian influencers.
By integrating contextual advertising principles into influencer marketing, brands can deliver messages that feel more natural, relevant, and engaging. Aligning influencer-created content with audience interests ensures campaigns resonate authentically while respecting consumer privacy. The result? Higher engagement and stronger connections with the people who matter most.
Tariff war or not, influencer marketing has a unique ability to reach audiences exactly where they want to be—and right now, that’s in a space where Canadian voices shine.
Not Sure Where to Start? Embold Connects Your Brand to Micro-Influencers Across the Country
With over 9,000 vetted micro-influencers across the country, Embold is your ultimate Canadian born-and-bred influencer marketing sidekick. Designed to help you through every step of the influencer marketing process, from discovering seamlessly aligned influencer to campaign management and performance tracking, it’s a one-stop shop with a unique identity of focusing on Canadian micro-influencers. These partnerships can maximize budgets, engage consumer interest, reach new audiences and most importantly, create content for your brand that reflects what audiences are craving: contextual video.
Sponsor Spotlight
Start a 14-day free trail and discover how Embold can kickstart your video content with thoughtful influencer collabs!
Upcoming Webinars, Workshops and Partner Events
Happy Hour with Cyberimpact in Toronto
The Cyberimpact crew is headed to Toronto! Meet our favourite Montreal-based email marketing experts for a special Happy Hour at Amano Trattoria, TONIGHT!
When: Thursday, March 6th @ 5 - 8 PM EST
Where: Amano Trattoria, 9 Church St, Toronto, ON M5E 1M2 - RSVP here!
Email Marketing Compliance: Stay Legal, Stay Effective
And coming up next week, Cyberimpact will be hosting a webinar to help you design email marketing campaigns that are not only effective but compliant.
When: Wednesday, March 12th @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Association - RSVP
Growclass Calgary Networking Night
The Growclass crew are gathering in YYC for a night of good chats and great people.
When: Thursday, March 13 @ 4:30 - 7:30 PM EST
Where: Work Nicer Coworking Rail Yards, 1206 20 Ave SE, Calgary - RSVP
Jelly Academy Presents: Discover the Future of Marketing
5 Jelly Academy Grads will take have a 5 minute spotlight to share their perspectives on the future of the marketing industry. As a part of the experience, they will mee with a career coach before hand to to help shape their presentation.
When: Wednesday, March 19th @ 11 AM MST
Where: SocialNext Marketing Association - RSVP
SocialNext: Toronto is only a few weeks away. There are still tickets up for grabs with our $250 discounted Early Bird Price, so don’t wait — last year’s event sold out. Make sure you’re there.
More speakers have made their way to the SocialWest website! See who’s taking the stage and get your tickets while you’re at it.
SocialEast, you’re tickets are here! There are limited Pre-Sale Price tickets available for $399. Secure your seat at the best price, before it’s too late.
More SocialPacific details to come! Stay in the know.
Marketing Headlines This Week
U.S. Tariffs Fuel Economic Uncertainty: What’s at Stake for Canada and Mexico? - As tariffs soar to 25%, markets react with sharp declines, and trade relations sour between the U.S., Canada, and Mexico. The threat of a recession looms for Canada, with businesses bracing for rising costs and economic strain.
Lindt Shifts Chocolate Production to Europe Amid Canadian Tariffs - As global trade tensions rise, Lindt & Sprüngli responds by moving some of its U.S. production to Europe, bypassing Canada’s retaliatory tariffs to protect both profits and brand perception.
Canadian Coffee Shops Rebrand 'Americano' Amid U.S. Tensions - In light of rising political tensions, Canadian coffee shops have renamed the Americano to Canadiano as a subtle form of national pride. Could this renaming trend spark more businesses to adopt a similar approach in response to political shifts?
Tim Hortons' 'Roll Up to Win' Contest Returns with Physical Cups - Tim Hortons reintroduces physical cups for their beloved contest, mixing digital with traditional to engage customers in a fresh way!
Trends & Insights
Marketing can take up to 30% of your time. To maximize its effectiveness, avoid these 10 common pitfalls that can hinder your success.
Marketers are rethinking their reliance on social media platforms in light of shifting trends and risks. Jonathan Goodman, a fitness entrepreneur, shares insights on how companies should shift their social media marketing strategy.
Olipop, now valued at $1.8 billion, has built its success using influencer marketing. Learn from Olipop’s strategy on how small businesses can thrive with influencer partnerships.
Canadian businesses seeking to leverage national pride through “Product of Canada” or “Made In Canada” labels should be cautious about overstating a product’s Canadian origins. Understand how businesses can navigate Canadian competition and advertising law to avoid legal, financial, and reputational risks.
Cross-Canada Marketing Job Opportunities
Marketing Specialist, Everbrave (Calgary, AB - Hybrid)
Manage marketing campaigns, coordinate deliverables, and foster client relationships at Everbrave. Requires 3-5 years of experience in project management and marketing, strong organizational skills, and proficiency with HubSpot, Google Analytics, or other CRMs. A collaborative mindset and the ability to manage multiple projects effectively are essential.
HubSpot Specialist, Everbrave (Calgary, AB - Hybrid)
Lead HubSpot implementations, optimizations, and data-driven strategies for clients. Requires 4+ years of experience in configuring HubSpot products (CRM, Marketing Hub, Sales Hub, Service Hub, Operations Hub, CMS), expertise in inbound marketing, and a strong track record of successful project management.
Proposal and Marketing Coordinator, Equest (Toronto, ON).
Coordinate full lifecycle of proposals, ensuring timely and high-quality submissions. Collaborate with subject matter experts to drive company growth. Requires 2-4 years of experience in proposal management, proficiency in Adobe Creative Suite (InDesign, Photoshop), and MS Office. Experience with OpenAsset is a plus.
Social Media Specialist, SingleKey (Toronto, ON).
Join SingleKey, a fintech start-up transforming the rental experience. Manage social media channels, create compelling content, and engage with influencers to drive brand awareness. Requires 1-3 years of digital marketing experience, excellent writing skills, and the ability to multitask in a fast-paced environment.
See you in your next video campaign!
Until next week,
Mike Morrison and the SocialNext Team
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