The challenge with CTV.ca has always been navigating the ever increasingly crowded online video market. Coupled with decades of success in broadcast it constantly puts the brand in an awkward position. Through a strategy excecuted over the course of 2 complete redesigns, we transitioned the audiences perception of the brand from a premium broadcaster to a premium content provider – when you want, where you want and on the screen of your choosing. By moving the content to the forefront and messaging availability, the property was able to transition from a purely marketing site to a content destination. Additionally, we were the first broadcaster to make available live streaming of broadcast directly to your device allowing a seemless transition from screen to screen continuing to deliver on our promise.
Second only to YouTube for video views in Canada, the countries #1 broadcaster boasts a staggering audience size with a wide ranging demographic. The challenge of balancing marketing priorities promoting new shows and products vs. giving a viewer the ability to quickly find what they’re looking for was always a challenge. But through aggressive ad campaigns across print, broadcast, online and out-of-home, we were able to concisely communicate that unparalleled content and user experience combined made us a clear choice.
- Creative Direction
- User Experience
- Product Development
- Brand Partnerships