Why Canadian Advertising Options Matter
As digital advertisers, we’re always on the hunt for high-quality, effective placements. Lately, we’ve been steering clients away from Google’s expansive—and often unreliable—Display Network in favour of premium Canadian options. One standout choice? Display ads on CBC properties. This is not about rejecting international inventory, but choosing a home‑grown, trustworthy platform that delivers consistent results.
What CBC’s Placements Offer
CBC’s All Canadian advertising options let you serve banners, video, and audio across premium properties like CBC.ca, CBC News, CBC Gem, ICI EXPLORA and dozens more—totaling millions of Canadian impressions daily. With flexible formats (from mobile banners to mega leaderboards) and smart targeting across 30+ audience segments, advertisers gain access to a refined, engaged Canuck audience.
Fewer Surprises, Better Performance
Google Display often serves as a catch-all: low-cost, but frequently low-quality. Ads appear on obscure inventory or poorly maintained sites, risking waste and brand safety issues. By contrast, CBC offers clean, professionally managed placements. We’ve found them immune to the underperforming contexts that drag down many Google campaigns.
Our First CBC Campaign: Results Worth Sharing
We recently launched pilot campaigns using CBC display ads for several clients. Compared to past Google Display benchmarks, we saw:
- Fixed cost‑per‑thousand impressions (CPM): CBC delivered premium exposures at a fixed CPM-based price, slightly higher CPM but superior quality placements.
- Higher click‑through rates: Audiences on CBC are more engaged and relevant for each of these clients.
- Better brand safety: No chance of appearing among questionable content or on low‑quality domains.
For advertisers seeking home‑grown impact, these results speak volumes.
Why it Works for Canadian Advertisers
Choosing CBC display ads supports the principle of keeping our dollars and creative within Canadian communities—while still reaching thousands of engaged consumers. It’s a form of digital patriotism that pays off. Consumers see CBC as a trusted, quality environment. When your ad appears alongside trusted content, its credibility improves—and performance follows.
Not the Only Option but a Compelling One
CBC is not the only Canadian ad option. For now, it’s the only Canadian display inventory we’re actively buying. That said, this win proves this strategy has legs: quality placements, targeted reach, and measurable results. As more Canadian-first display options emerge, we’ll be ready to expand. But for today, CBC has delivered a high-value Canadian alternative to generic global networks.
Lessons learned and what comes next
- Local paws, national reach: CBC’s audience is deeply domestic, making it ideal for brands targeting Canadian markets.
- Quality over quantity: Less inventory, more impact. We’d rather invest where our ads are seen—and clicked.
- Data tells the story: Our analytics confirm CBC ads outperform Google’s lower-tier placements across CPM, CTR, and viewability.
For future planning, we’re exploring expanding into regional Canadian networks, streaming services, and contextually aligned partnerships. But this campaign marks a major first step in prioritizing premium Canadian advertising options.
Next Steps for Advertisers
If you’re tired of inconsistent display performance—or simply want to support trusted Canadian media—CBC display placements offer a smart, home‑grown choice. Start with a pilot campaign in CBC using their MAX platform, set clear KPIs, and compare results to your current benchmarks. We think the results will speak for themselves.
Want results like these?
At Boom12, we help clients design and execute premium Canadian advertising strategies—starting with quality display placements like CBC, and expanding into digital radio, streaming, and beyond. Canadian advertising options shouldn’t be limited to global giants. If you’re ready to explore smarter, safer, more effective digital advertising—contact us today.