On October 23, Meta held the Meta Brand Building Summit: Canada Edition in Toronto, where over 200 marketing leaders gathered to discuss how brands can use Meta's platforms to connect with customers and drive brand impact. The event introduced new advertising tools and recognized leading marketers in Canada.
One of the main announcements was the launch of Reels Trending Ads in Canada. This feature enables advertisers to place ads directly after trending and culturally relevant content on Reels, targeting users when engagement is high. According to early data from Meta, this approach can increase unaided brand awareness by 20%.
The summit also highlighted other tools for advertisers:
- Advantage+ Audience uses artificial intelligence combined with customer insights to identify and reach new potential audiences for brands, resulting in a 15% lower cost per result for awareness campaigns.
- Value rules allow businesses to prioritize delivery of ads to specific target audiences using AI criteria. Early results indicate that campaigns using value rules achieve twice as many high-value conversions compared to standard campaigns.
- Target Frequency helps maximize weekly ad reach at a set frequency, keeping brands visible until consumers are ready to make a purchase.
Rebecca Easton, Head of Social Advocacy & Influence at L’Oréal Canada, commented on the value of Meta’s platforms: “Meta platforms have been instrumental in allowing us to build authentic connections between our customers and our brands, in particular by partnering with creators that fit seamlessly with our brands’ DNA,” she said. “Using the platform’s partnership ads formats, allowed us to amplify our creators’ voices and tap into what people are connecting with at any given moment.”
Meta emphasized that its advanced AI technology supports personalized discovery and meaningful interactions between people and businesses. Mackenzie Procter, VP of Paid Media at The Travel Corporation noted: “We’re hyper focused on adapting to AI and have leaned into our partnership with Meta to help us ensure that when we serve creative, it’s going to the right audience,” she said. “We’re always looking for the next advancement and Meta has consistently allowed us to find new ways to optimize and fuel the algorithm.”
During the summit, Meta presented its first ever Brand Marketing Awards in Canada. These awards recognize marketers who use Meta's tools creatively and effectively:
- Brand Marketer of the Year: L’Oréal Canada
- Meta Solutions Spotlight: TD
- Breakthrough Brand: McDonald’s Canada
- Creator Catalyst: Monos
- Creative Connection: The Travel Corporation in partnership with Brave Bison
- Measurement Impact: lululemon
David Kavanagh, AVP of Digital Performance Marketing at TD said about receiving an award: “We are so grateful for the award and the partnership it represents between TD and Meta. Our teams are always looking for new and innovative ways to reach our clients and this highlights the great outcomes we can drive when we combine creative thinking with an amazing and engaged community.”
Meta congratulated all winners for their efforts in building customer connections through its platforms.