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The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The news: Ninety-four percent of marketers and agency execs are concerned about the impact of President Donald Trump鈥檚 tariffs on Canada, Mexico, China, and the EU, per IAB research鈥攊ncluding 57% who are 鈥渆xtremely concerned鈥� about the impact of tariffs. Almost half (45%) of advertisers are planning on reducing overall ad spend.

In response to President Donald Trump鈥檚 25% tariffs on goods from Canada and Mexico, Canada announced a 25% tax on electricity exports to US states on Monday. Then Tuesday, Trump threatened an additional 25% tariff on Canadian imports, set to go into effect today. Canada later backed down on the electricity surcharge.

For now, Canada and Mexico are exempt from reciprocal tariffs, but they鈥檙e not in the clear. Both countries are still subject to the 25% tariffs imposed last month over their alleged failures to curb illegal immigration and drug trafficking, although those are paused for now on USMCA-compliant goods.

After a month of delays, Trump imposed 25% tariffs on Mexico and Canada before adding last-minute exemptions to goods that fall under USCMA (about half of all imports from Mexico and 38% from Canada) until April 2. The administration also added another 10% tariff on Chinese imports. China and Canada have since announced retaliatory tariffs.

As if that weren鈥檛 enough, airlines must also navigate slumping demand from Canadian travelers who are avoiding visiting the US in response to tariffs and worsening diplomatic relations. Cutting back: As travel patterns shift, airlines are cutting costs by trimming their capacity. United will reduce capacity in areas where it has high government traffic as well as in Canadian markets.

North of the border, Canadian retailers face their own set of challenges and opportunities. "For retailers in Canada, the necessity is to develop new buy channels and sell channels with domestic partners, as well as with countries with stable trade agreements," said our analyst Paul Briggs.

Meanwhile, Canada will see the slowest growth in programmatic display ad spending in 2025. Advertisers there are adjusting to a slumping economy and increased ad costs from the Digital Services Tax, which went into effect in June 2024. Read the full report, Worldwide Programmatic Ad Spending 2025.

The strategy: The majority of US and Canadian consumers end up with tax refunds after filing, per Bankrate and Forbes. That means these banking customers who just filed their taxes in April will soon receive鈥攐r recently received鈥攖heir refunds. And in such uncertain times, people want their banks to help them make the most of their money.

The news: Disney Advertising and Magnite built out their US offerings and expanded their global ad-supported automated inventory across Canada, Latin America, and select regions in the Middle East, Africa, and Europe. US advertisers will now have access to more than 35 demand-side services for Disney platforms.

Tim Hortons, for instance, gained traction in Q2 with initiatives like freshly cracked Canadian scrambled eggs, a $1 donut-and-coffee deal, and a new breakfast meal co-created with actor Ryan Reynolds. Krispy Kreme, by contrast, is prioritizing financial stability over aggressive growth.

A spending slowdown in Canada, Clover鈥檚 largest international market, also hurt volume. What鈥檚 next? Fiserv is leaning on acquisitions to expand its operations and accelerate growth. The company made four international acquisitions in the last two months. Fiserv acquired Canada-based Payfare to grow its embedded finance capabilities and push further into serving the gig economy.

Stellantis paused production at two plants in Canada and Mexico, resulting in the temporary layoffs of 900 employees at supporting plants, and an additional 4,500 hourly workers in Canada. Mercedes could stop selling its cheapest models in the US due to tariffs鈥攁 move which will likely be replicated by other manufacturers, putting car ownership out of reach for more consumers.

At the same time, President Donald Trump has suggested tariffs on cars imported from Canada could rise even further鈥攔aising more questions than answers for the industry. Our take: The lack of clarity has left automakers and industry groups lobbying hard for relief, but so far, no firm policies have emerged.

We could see similar experiments in other countries where Google pays news organizations to use their content, such as Canada or Australia.

Walmart鈥檚 solution is to smooth over tensions with investment: It鈥檚 putting C$6.5 billion toward its Canada business over the next five years, and is partnering with Chinese delivery company Meituan to expand its presence in China. Go further: Read our FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands.

In the US and Canada, Meta can draw on Facebook and Instagram profiles to personalize AI responses and create a more unified experience across platforms. Benefits for Meta: A standalone app could become an ad vehicle, especially if advertisers can sponsor responses. In Q4 2024, 96.7% of Meta鈥檚 revenues came from ads.

While Abercrombie鈥檚 guidance (unlike that of Levi鈥檚 or Walmart) factors in tariffs on China, Mexico, and Canada, it does not account for retaliatory actions by those countries or the possibility of additional US tariffs. Our take: For all of its caution, Abercrombie is in a better position than most brands to ride out an uncertain 2025.

Catch up quick: The US agreed to postpone Canada and Mexico tariffs for a month, only a few days after Trump said he would impose a 25% levy on goods shipped from both countries. Meanwhile, a 10% charge on imports from China went into effect on Tuesday. Why it matters: The US depends greatly on China, Mexico, and Canada for pharmaceuticals and the chemicals needed to make them.

The first game, 鈥淭he Six,鈥� turns passive ad breaks into bite-sized trivia experiences, and is now available to advertisers in the US and Canada. GameBreaks appears in the first ad slot of commercial breaks and allows for brand customization, from theming to question content.

FAQ: US-Canada Trade War (蘑菇AV subscription required). FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands (蘑菇AV subscription required). Methodology: Data is from the November 2024 RetailNext report titled "Consumer Sentiment Survey." 1,056 US adults ages 18-64 were surveyed online during August 21-23, 2024.

Mobile P2P payments are struggling to capture users in Canada. But banks and digital wallet providers can lean into their respective strengths to create a rosier outlook for growth.

The trend: President-elect Donald Trump has proposed tariffs on goods imported from China, Canada, and Mexico鈥攑rompting many customers of financial institutions (FIs) to adjust their spending and saving habits. What consumers are thinking: Over two-thirds of US consumers believe prices will rise if Trump places tariffs, per a recent Harris Poll.