Last week, IAB Canada had the pleasure of connecting with hundreds of entrepreneurs and business owners at the Small Business Summit, where we proudly showcased our Digital Means Business initiative — a national effort to help small and medium-sized businesses (SMBs) unlock the power of digital advertising.
Our booth became a hub for lively conversations about the evolving digital landscape, where attendees learned how targeted, data-driven marketing can help them scale smarter and connect meaningfully with their customers. From practical tips to free tools, we shared how even modest advertising budgets can make a big impact when powered by smart digital strategies.
Sharing the Value of Digital Advertising for SMBs
During the event, Wade Kuiken-Rogers represented IAB Canada in a special session dedicated to the value of digital advertising for Canadian SMBs. The workshop walked participants through the fundamentals of building a strong digital presence — from leveraging geo-targeting and A/B testing to crafting a balanced media mix that drives measurable results.
Key insights from the session included:
- Accessibility: Businesses can start advertising online with as little as $5–10 per day.
- Efficiency: Precision targeting and automation make campaigns more effective and affordable.
- Growth: Diversifying across search, social, and Canadian publisher channels protects against platform risks and expands reach.
- Connection: Digital advertising isn’t just about clicks — it’s about building trust and lasting relationships with customers.
What We Learned from Small Business Attendees
To better understand the current state of digital marketing adoption, IAB Canada conducted a Digital Advertising Readiness Survey during the Summit. The findings offer a clear snapshot of where small businesses stand — and where they need the most support.
Over three-quarters (76.5%) of active advertisers said they manage their digital media buying in-house rather than relying on agencies or consultants. Social media posts (32%) and search ads (28%) emerged as the most common ad formats, while more advanced digital channels like online video and audio were far less used.
When it comes to challenges, knowledge gaps topped the list: nearly 42% of respondents said they struggle with knowing how to get started or lack the expertise to manage campaigns effectively. Another 17% pointed to difficulty in measuring results, while only 15% cited budget constraints as a main concern.
These results reveal that small and mid-sized businesses are eager and willing to invest in digital, but they need guidance, skills training, and accessible tools — exactly the areas where IAB Canada’s Digital Means Business initiative is making an impact.
Supporting Small Businesses Through Digital Means Business
At IAB Canada, we recognize that small businesses are the backbone of the Canadian economy — representing 97% of all businesses nationwide. Yet, many still rely heavily on traditional marketing methods. Through Digital Means Business, we’re helping to close that gap by offering free, easy-to-use resources that guide SMBs through every stage of their digital journey. Our platform includes:
- Toolkit Resources to help you plan and launch your digital campaigns with confidence.
- Playbooks that walk you through running search, social, and news media campaigns step by step.
- Support Tools and Help featuring funding opportunities, training sessions, and Canadian media listings to connect you with trusted local partners.
Join the Movement
The Summit reinforced what we already know: with the right guidance, Canadian SMBs can thrive in the digital economy. Whether you’re just starting out or looking to take your business to the next level, Digital Means Business is here to support you every step of the way.
Join the community today: Digital Means Business
Together, we can build a stronger, more connected digital marketplace for Canadian small businesses.