Promoting your brand via broadcast media can be quite expensive (as advertising). On top of which, viewers have now become pre-programmed to avoid or ignore ads when they air. Their selling style also feels too extreme and places an urgency that is ineffective on viewers. Essentially, it feels forced and inauthentic, and simply becomes a ‘noise’ that gets drowned out.
Reach a national broadcast audience, in a timely manner (aired same-day or within that week) but more importantly, in a compelling and meaningful way. By making the brand/hero product relevant and relatable, viewers become intrigued and start down the path to purchase. And so, armed with this control on timing and messaging, brands can make the most of their airtime and align with key campaigns or launches.
Working with CTV and our long-time media partner, Lifestyle Expert, Richard Cazeau, brands now appear on Canada’s top network within their morning show programming and not as a commercial. Cazeau weaves brands into his narrative which makes the hero product memorable and desirable. He is less interested in listing off key specifications and stats (much like product reviewers do) but genuinely speaks to how the product has helped him in his day-to-day or why the product makes so much sense to him. Combined with his pre-existing rapport with the morning show hosts along with the credibility he has built with his viewers, brands that Cazeau speak to really make an impact.