In this third and final video on strategy, DAC and Rogers explore how brands can navigate an increasingly fragmented media landscape. From adapting creative across platforms to measuring success with the right metrics, the conversation considers some of the elements that go into building smarter, more responsive multi-platform campaigns in the age of AI.

In today’s digital environment, fragmentation isn’t just a challenge – it’s the new reality. As consumers bounce between screens, platforms and content formats, marketers face the complex task of meeting them where they are, with messaging that’s timely, relevant and appropriately tailored.

“Nearly half of Canadians watch video content across multiple platforms,” explains Rose Hutchison, senior director of advanced advertising and insights for Rogers Sports and Media. “So, yes, in one way they’re easy to reach. But at the same time, the particular audience you’re looking for is even more difficult to reach.”

That means brands need to go beyond simply knowing who their audiences are – they need to understand how those audiences consume content across different environments. 

At DAC, teams use real-time platform metrics – things like percent of video viewed, view through rates and click through rates – to assess whether creative is landing with the right tone. Their Brand Lens framework integrates brand identity and audience insights to create scalable creative experiences that resonate with the audience and adjust based on how users engage with content in each space, explains Melis Ciner, AVP of paid media at DAC.

When it comes to measurement, Ciner stresses the importance of context. “It’s obviously unfair to judge an upper funnel branding campaign with things like conversion metrics,” she notes. Each tactic should be “evaluated within its own context, with its own KPIs,” depending on where the consumer sits in the purchase journey.

While repurposing content can sometimes work – particularly across similar experiences like linear and streaming – Hutchison cautions against one-size-fits-all tactics. “When you have an ad that actually resonates with the experience and the heightened emotions of something like [NHL] playoffs, it can really play out well,” she says, referencing campaigns designed specifically for live sports. “The context and the content of the environment can rapidly change.”

Both agreed that adaptability is key. “We like to use a term called learning journey,” Hutchison offers. It means “testing and learning,” but more importantly, “once you get the learnings, try it again, iterate on it, continue with it.”

For Ciner, the future is about merging paid and organic strategies to drive sincerity. “Paid and organic integration is going to become more important than ever again for that sincerity factor,” she suggests.

In a world where platforms multiply and audiences scatter, staying connected means staying human – even as machines help shape the message.

Watch to learn more.