sim·plic·i·ty
1. the state, quality or an instance of being easy to understand
2. freedom from complexity
+1 (416) 848 7340
+1 (902) 943 3483
+44 (0)20 38 38 2009
Halifax, NS, CA
Toronto, ON, CA
London, UK
Paid social across Meta, TikTok, YouTube, Snapchat and Reddit — planned around audience behaviour, not platform defaults. Multi-market audience modelling for Canadian brands scaling into the US, the UK and Europe, with cross-border lookalikes that actually travel.
Social media is now the largest advertising channel globally by spend — and in Canada, 33 million people use it regularly. The opportunity is not whether to be here. It is how to plan it intelligently.
Canadian social ad spend reached approximately $5 billion CAD in 2023 — accounting for over a third of all digital advertising investment. The channel is not maturing. Video investment on social grew more than 20% year-on-year in 2024, as audiences shifted decisively toward short-form and long-form video across every platform.
The challenge for most advertisers is not access to the platforms — it is knowing which platform to prioritise, which audience to build, which format to back, and how to read the data to make the next decision better than the last. That is where we focus.
We are not advocates for any single platform. Every brief starts with the audience — who they are, where they spend their time, what they respond to, and what the data from previous activity tells us about where to invest next.
We plan and buy across the full social landscape: Meta, TikTok, YouTube, Snapchat, Reddit, Pinterest and X. We follow the audience, not the platform's own sales pitch. The right platform for a 35-year-old homeowner researching financial products is not the right platform for a 22-year-old gaming enthusiast — and treating them the same way is how budgets get wasted.
Creative matters enormously in paid social — but we are not a creative agency. We work with your assets or refer creative development to our partners. What we bring is the data intelligence to know what the creative needs to do, and the buying expertise to put it in front of the right audience at the right moment.
The largest social advertising ecosystem in Canada. Facebook reaches over 23 million Canadians; Instagram's ad reach among 18–34 year olds in Canada sits above 75%. Meta's audience data and targeting depth remain unmatched — and Advantage+ automation, used intelligently alongside manual audience controls, can significantly improve efficiency at scale.
TikTok reaches approximately 35% of Canadian adults 18+ — and per-capita engagement in Canada is among the highest in the world, with users spending well over 38 hours per month on the platform. TikTok functions as both an entertainment channel and increasingly as a search and discovery engine — particularly for under-35s.
YouTube has the highest advertising reach of any social platform in Canada — approaching 90% of internet users. It operates as both a social platform and a search engine, reaching audiences actively seeking content in every category. YouTube on connected TV is a growing priority — audiences watching long-form content on the biggest screen in the house.
Snapchat's Canadian audience is dominated by 13–34 year olds — a demographic that is systematically under-reached on Facebook and increasingly competitive on TikTok. For brands targeting younger audiences, Snapchat's immersive full-screen formats and AR capabilities deliver formats that genuinely feel native to the platform rather than interruptive.
Reddit is among the fastest-growing social platforms for Canadian ad audiences, with particularly strong penetration among 18–34 year olds in tech, gaming, finance and enthusiast categories. It is the internet's most active community platform — and advertising within genuine communities of interest delivers contextual relevance that broadcast platforms cannot replicate.
Pinterest reaches approximately 10 million Canadians actively searching for ideas, products and inspiration — driven by discovery and shopping intent. X (formerly Twitter) has a distinct but declining audience — particularly for news, sport, politics and real-time conversation brands that need to be present in the moment.
Getting your brand in front of the right audience at scale — building familiarity, recall and consideration before the purchase decision is made. Optimised for reach, frequency and brand lift.
Moving audiences from awareness to active consideration — driving traffic, video views, profile engagement, app installs and lead generation. Optimised for quality interactions over raw volume.
Driving the specific action — purchase, booking, sign-up, enquiry. Retargeting warm audiences, optimising for conversion events, and connecting paid social activity to downstream revenue with proper attribution.
| Platform | Primary Audience | Strength | Canadian Ad Reach |
|---|---|---|---|
| YouTube | All adults, broad demographic spread | Highest reach of any social platform; video and CTV | ~90% of internet users |
| 25–54, broad Canadian coverage | Largest platform by volume; retargeting depth | 23M+ Canadian users | |
| 18–44, style, lifestyle, commerce | Visual brand building; shopping; Reels discovery | 75%+ of Canadian 18–34s | |
| TikTok | 18–34 core; broadening rapidly | Highest time spent; entertainment and discovery | 35%+ of Canadian adults 18+ |
| Snapchat | 13–34, strongest among 13–24 | Younger audience; immersive formats; AR | Strong among Canadian under-25s |
| 18–34, tech, gaming, finance, enthusiasts | Community context; intent-rich environments | Strong among Canadian 18–34 enthusiasts | |
| 25–44, home, fashion, food, lifestyle | Discovery and purchase intent; growing fast | ~10M Canadian users |
Paid social is not the only way to reach audiences in digital environments. 23 million Canadians play video games, and 61% of Canadian adults are active gamers. We also plan and buy advertising across gaming platforms, in-game environments, streaming communities and connected devices — reaching audiences in the moments social media can't access. Find out more about our gaming advertising capability →
| Entry budget — single platform | $500–$1,000 CAD / month |
| Typical mid-market investment (2–3 platforms) | $3,000–$10,000 CAD / month |
| Meta CPM range | $8–$18 CAD |
| TikTok CPM range | $10–$20 CAD |
| YouTube CPM range | $5–$15 CAD |