Collection

Canadian Research, Insight and Inspiration

At Google, our job is to help brands understand digital as it continues to redefine marketing. To deliver truly iconic, brand-building work that matters, we focus on fundamentals that with practice will give brands a distinct advantage. Our Canada collection documents and dissects the best work from Canadian agencies, brands and researchers to share insights into the market and inspire the next generation of great marketers.

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#TDThanksYou Wins Hearts Using YouTube TrueView
Case Study

#TDThanksYou Wins Hearts Using YouTube TrueView

TD Canada Trust created the country's most successful YouTube ad in 2014. As a result, it increased brand affinity and touched customers at home and abroad with a heartfelt campaign that is the envy of brand managers globally. What is the secret to the #TDThanksYou campaign success? Authenticity and choice.

Canadian YouTube Leaderboards

February 2015                                                             Canadian YouTube Ads Leaderboard Featured
Ads Leaderboard

February 2015                                                             Canadian YouTube Ads Leaderboard

Good ads become great entertainment, and the Super Bowl delivers creative gold. The game may be history but seven big game ads remain atop our list. Joining this leggy group delivering 100M+ views are two new GoPro ads, and Canada's WestJet with another cheeky customer engagement.

Canadian Infographics

Canadian Millennials Invest Their Time in Online Banking Featured
Infographic

Canadian Millennials Invest Their Time in Online Banking

Canadians have a reputation for being fiercely loyal to their financial institutions, so how does a bank attract new customers? Target a group of consumers who are more likely to be interested in switching. Millennials make up 33% of the banking population, are 50% more likely to change and make a change more quickly. They're the ideal candidates and, better still, they spend an extensive amount of their time online where they are most influenced.

Canadian Case Studies

The Digital Relaunch of a Canadian National Brand: Tangerine Bank Featured
Case Study

The Digital Relaunch of a Canadian National Brand: Tangerine Bank

When Canada's largest online bank rebranded from ING Direct to Tangerine, its introduction strategy was as innovative as it was successful. A pioneering, contextual advertising campaign was launched on YouTube and not only delighted users with over 8 million impressions, but had positive impact on brand recall, brand awareness and contributed to recognition as "Canada's Most Digital Bank." It started with a Google Brandworks session that brought together the insights, client, agency, and brought home accolades.

Canadian Articles

Programmatic: A Canadian Brand Marketer's Guide Featured
Article

Programmatic: A Canadian Brand Marketer's Guide

A lot has changed for marketers over the years, but one thing remains constant: the need to connect with and move an audience in the moments that matter. Brand marketers are beginning to truly embrace programmatic buying to do just that. The challenge is, many marketers don't know where to start. To help, we're pleased to share this five-step guide to provide context and ideas for how marketers and their agencies can successfully employ programmatic buying.

Canadian Research Studies

Omnichannel Retail: A Canadian Report Card
Research Study

Omnichannel Retail: A Canadian Report Card

Developing a strong connection between a retailer's online and offline presence is not just an important way to reduce costs and build brand, but it's become an expectation from an increasingly digital savvy consumer. Canadians are some of the world's most connected citizens, but 68% of online shoppers purchase from retailers headquartered outside of Canada. The L2 digital think tank examined 50 Canadian retailers to better understand why.

Canadians and Their Screens: A Love Affair That's Changing Behavior
Research Study

Canadians and Their Screens: A Love Affair That's Changing Behavior

When 50% of online Canadian adults own a smartphone and 51% report having their smartphone, their tablet or a PC with them while they watch TV, behaviors change. A new study from Google finds that Canadians search on a second device while watching TV or video, changing viewing habits and ultimately how they shop. Simultaneous multi-screening is now a part of Canadian life and marketers can optimize their media investments and performance by understanding this impact. Learn more in the research study below.