Running a small business has never been simple. Today, the marketplace is noisier, faster, and more competitive than ever before. But there’s also never been a greater opportunity to reach customers, grow your brand, and build resilience. The key is digital.
That’s why The Interactive Advertising Bureau of Canada (IAB Canada) has launched Digital Means Business, a national initiative designed to give entrepreneurs the confidence, tools, and know-how to succeed in a world where consumers spend more than five hours a day online. Digital advertising is no longer optional. It is the engine of growth for businesses of every size.
Take the First Step with Confidence
Even if you feel uncertain, the most important move is to start. Digital offers something traditional advertising never could: the ability to measure, adapt, and learn in real time. Every campaign, no matter how small, is a chance to sharpen your message and better understand your customers.
Test, Learn, and Keep Evolving
Digital platforms give you permission to experiment. Try new formats, creative approaches, or emerging channels. Some tests will outperform others—and that’s the value. Each effort provides insights that will make your next campaign more effective.
Diversify to Maximize Your Impact
In a fragmented media world, your next customer might be streaming a show, scrolling social media, reading the news, or watching a tutorial. By spreading your presence across channels, you increase the odds of reaching the right people at the right time with the right message.
The mindset is simple: digital advertising levels the playing field. The same tools used by global brands are within reach for Canadian independents. With the right strategy, creativity, and willingness to test and learn, small businesses can punch far above their weight.
My message to all Canadian small businesses is this: don’t wait on the sidelines. Embrace digital. Experiment boldly. Diversify your strategy. The opportunities are here—and together, we can ensure Canadian small businesses don’t just survive in this new era, but thrive.
Sonia Carreno
President of IAB Canada
Sonia Carreno is President of IAB Canada, the national trade association representing Canada’s $22B digital advertising sector. A champion for innovation and growth, she leads initiatives that equip Canadian businesses with the knowledge and tools they need to succeed in the digital economy. While driving the Canadian digital media industry forward for over 20 years, Sonia has been bringing Canadian digital innovation to the global stage through groundbreaking tools, standards and award-winning outputs.
