Building an advertiser base outside the usual gatekeepers.
A free ad-supported streaming service wanted to grow its Canadian advertiser base beyond the largest domestic media group and the holding-company agencies.
Situation
The service wanted to reach brands and agencies not tied to the largest domestic media group or the major holding companies. It needed direct relationships with brands that buy outside those channels and with independent, digital-first agencies that have flexibility in their plans, plus enough visibility in the market to be taken seriously as a premium CTV partner.
What we did
We scoped the role as an in-market strategic representative, not a sales resource, working as an extension of the service's team for about 20 hours a week. Three workstreams: map brands investing in CTV and digital video outside the dominant channels using ad-spend intelligence tools, then broker introductions with decision-makers timed to seasonal spend cycles; identify and meet independent and programmatic agencies with CTV potential; and build the event, speaking, and thought-leadership plan across seven major Canadian and international industry events and programs.
Outcome
A three-month minimum engagement, with six months recommended for full execution, structured with a brand priority list, an agency priority list and engagement roadmap, an event participation plan, and regular status updates. Pricing stepped down with term length to reward a longer commitment.
Facing something similar?
Fifteen minutes. We’ll tell you whether the pattern matches and what we’d do first.