Canadian ad agencies are turning to advertising technology to expand their operations in the United States.
While they have faced competition from foreign companies in the past, the companies that have come to Canada are also seeking a foothold in a country where the ad industry is still in its infancy.
“The big challenge in Canada is finding ad services that are accessible to consumers in the U.S.,” said Marc Gagnon, president of ad agency, LAMAR, which specializes in the advertising space.
“If you’re not American, you’re in a hole.”
That’s because Canadian ad buyers are still largely dependent on American technology.
American ad agencies can’t compete directly with ad agencies in the way they can with ad software.
And their ad campaigns aren’t as sophisticated.
American tech companies are still relatively new to the advertising industry and don’t have the scale or expertise to match the American agencies’ advertising campaigns.
“In Canada, there is a lot of work being done to get it in front of the American market,” said Chris Schulz, a director at ad agency Adtech.
“They need to be seen as competitors.
They need to have a good level of technology in their campaigns.”
While the U-turn in advertising technology is starting to happen, Canadian advertisers are still relying on American tech giants, such as Google and Microsoft, for a lot more than just ads.
They also rely on a wide variety of services, including social media platforms such as Facebook and Twitter.
The big challenge for Canadian ad sellers is that they are still limited by the country’s own restrictive laws.
The Canada Elections Act, which was passed in 2005, says advertising agencies can only advertise within Canada if they are registered with the country.
“You can’t do it in the US,” said Mr. Schulz.
“But they can use it outside Canada.”
The act also stipulates that a person cannot advertise in another jurisdiction if they were not born in Canada and cannot be a Canadian citizen.
Ad tech companies such as Adtech are also limited to a limited number of products, such to video and audio, but can offer products for other markets.
“We’re in the process of building out a global network that includes platforms for video and other types of advertising,” said David Kalk, chief operating officer of Adtech, in an interview.
“This is a key area for us.
We’re going to be building out our international network and our advertising in that space, but there are a lot less barriers to it than the U/L requirements.”
Adtech is working to make that global network available to all the ad buyers in Canada, including those who are not registered with Adtech in the country where they are located.
“Adtech’s global network is a big thing for us,” said Kevin Gaskin, an ad tech executive.
“It’s a key driver for our business in Canada.”
He said the company is working with Canadian ad industry groups to develop rules that would make it easier for Canadians to advertise in Canada.
But those rules will be a long way off, Mr. Kalk said.
“I think it’s going to take years to be ready for that,” he said.
Canadian tech companies face a tough road ahead.
The United States is the biggest market for Canadian tech ad buyers, and the US. is the second-largest ad market for Canada.
Mr. Gaskis said the United Kingdom is also looking to expand into the ad market, and there are already plans to start offering digital media in Canada for free.
The Canadian tech market has grown so quickly that the industry has been growing at a double-digit pace since the recession.
That’s the reason that Canadian tech firms are now facing the challenge of growing with the times and competing with a rapidly growing American market.
“Canada is in a very good position,” said Adtech’s Mr. Haggs.
“People in Canada are coming to us for guidance, for advice, for help, and that’s great.
But they also have to realize that there are still a lot things that need to get fixed in Canada that are not being addressed in the States.”
Canadian advertising firms will also have a hard time competing with American tech firms, Mr Gaskins said.
That may be why he is working on a plan to launch a Canadian online platform called Canto, which would allow Canadian tech agencies to advertise on American platforms such Google and Facebook.
He said his goal is to bring Canto to Canada “soon.”
“We want to make it as easy as possible for Canadian users to reach Canadian clients,” he added.
“And I’m working on that plan right now.
We will be bringing it out to you very soon.”
Canadian ad sales in the first quarter of 2020: $15.4-billion (up from $14.9-billion in the same quarter a year ago) – The first quarter was a banner quarter for Canadian advertising.
Adtech sold more than 1.4 million