In the first of three videos on strategy, DAC explores the new rules of engagement that advertisers need to keep in mind when planning, executing and optimizing connected TV vs linear campaigns.
As Canadian audiences continue to shift from traditional television to streaming, advertisers are being presented with a new landscape of opportunity and complexity. It’s a transition that requires brands to rethink how they engage consumers, using platform-specific strategies and tools that enhance personalization and effectiveness.
“The biggest opportunity is for brands to leverage each of the strengths of these channels and come up with combination strategies for maximum impact,” says Melis Ciner, AVP of paid media at DAC. However, she cautions that treating streaming as just another form of TV can be disadvantageous, especially given the differences in targeting, measurement and creative execution.
Sabrina Segal, director of advanced advertising and national sales at Bell Media, notes that with streaming, “the power really is with the user.” Today’s consumers have greater control over how they watch content, whether it’s linear TV or streaming. “There’s a lot more choice for the user,” she explains, going on to point out that it’s up to the advertiser to make sure their message is specifically tailored to how consumers are consuming content.
That complexity calls for a cross-platform approach, where brands ensure consistency in message while tailoring creative to fit the specific platform. “Finding a balance between consistency and customization can be quite difficult,” offers Ciner, nodding towards DAC’s proprietary framework, Brand Lens, which merges brand personality and audience data to guide effective execution across platforms.
When it comes to buying strategies, Ciner contrasts the old and the new. “Real-time reporting and direct access to targeted audiences are probably the two most prominent differences” between streaming and traditional TV, she notes. A hybrid approach, using TV for broader coverage and streaming for more targeted touchpoints, is often ideal.
Looking ahead, Segal points to emerging trends such as the accelerated rise of FAST (free ad-supported streaming TV) channels. “We’re a little bit behind the US,” she says, “but I think Canada is going to be a fast follow.” She predicts ongoing fragmentation and a need for brands to develop content tailored to specific platforms like YouTube or TikTok. “Not all impressions are created equal,” she cautions, reinforcing the importance of smart, localized planning.
Ultimately, success in this evolving space means embracing complexity, leveraging data, staying flexible and always keeping the user at the center.
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