US Media Company × Canada Market Entry
US Media Company × Canada Market Entry
US Media Company × Canada Market Entry
Year
2024-2025
Year
2024-2025
Year
2024-2025
Type
Market Entry · Positioning · Omnichannel Strategy
Type
Market Entry · Positioning · Omnichannel Strategy
Type
Market Entry · Positioning · Omnichannel Strategy
Timeframe
12 weeks
Timeframe
12 weeks
Timeframe
12 weeks
Overview
Overview
Overview
A US-based digital media company set out to expand into Canada after acquiring a leading Canadian dOOH operator.
The ambition was clear: merge the acquired dOOH capability with the company’s broader US digital media offering and introduce a scaled, omnichannel proposition to the Canadian market.
The challenge was that Canada doesn’t operate like the US.
A US-based digital media company set out to expand into Canada after acquiring a leading Canadian dOOH operator.
The ambition was clear: merge the acquired dOOH capability with the company’s broader US digital media offering and introduce a scaled, omnichannel proposition to the Canadian market.
The challenge was that Canada doesn’t operate like the US.
A US-based digital media company set out to expand into Canada after acquiring a leading Canadian dOOH operator.
The ambition was clear: merge the acquired dOOH capability with the company’s broader US digital media offering and introduce a scaled, omnichannel proposition to the Canadian market.
The challenge was that Canada doesn’t operate like the US.
/01
/01
/01
Challenge
Challenge
Challenge
The Canadian programmatic ecosystem is tight-knit and relationship-driven.
Managed service programmatic deals are limited
A small number of entrenched players are deeply embedded within major agencies
Many advertisers are internalizing spend, operating through their own DSPs
Compounding this, the acquired company was viewed purely as a dOOH specialist, not an omnichannel partner.
A “dOOH + everything” pitch risked diluting credibility rather than expanding it.
The Canadian programmatic ecosystem is tight-knit and relationship-driven.
Managed service programmatic deals are limited
A small number of entrenched players are deeply embedded within major agencies
Many advertisers are internalizing spend, operating through their own DSPs
Compounding this, the acquired company was viewed purely as a dOOH specialist, not an omnichannel partner.
A “dOOH + everything” pitch risked diluting credibility rather than expanding it.
The Canadian programmatic ecosystem is tight-knit and relationship-driven.
Managed service programmatic deals are limited
A small number of entrenched players are deeply embedded within major agencies
Many advertisers are internalizing spend, operating through their own DSPs
Compounding this, the acquired company was viewed purely as a dOOH specialist, not an omnichannel partner.
A “dOOH + everything” pitch risked diluting credibility rather than expanding it.
/02
/02
/02
Approach
Approach
Approach
Instead of forcing a broad omnichannel narrative, we focused on clarity and constraint.
1. Narrow the Offering
Trimmed the proposition to avoid a spray-and-pray approach, focusing on the right integrated combination.
2. dOOH × CTV Wedge
Positioned dOOH and CTV as a cohesive upper-funnel awareness solution — combining high-impact physical reach with premium, brand-safe video.
3. Market-Native Positioning
Tailored the narrative to Canadian buying realities, aligning with in-house DSPs and existing agency workflows.
Instead of forcing a broad omnichannel narrative, we focused on clarity and constraint.
1. Narrow the Offering
Trimmed the proposition to avoid a spray-and-pray approach, focusing on the right integrated combination.
2. dOOH × CTV Wedge
Positioned dOOH and CTV as a cohesive upper-funnel awareness solution — combining high-impact physical reach with premium, brand-safe video.
3. Market-Native Positioning
Tailored the narrative to Canadian buying realities, aligning with in-house DSPs and existing agency workflows.
Instead of forcing a broad omnichannel narrative, we focused on clarity and constraint.
1. Narrow the Offering
Trimmed the proposition to avoid a spray-and-pray approach, focusing on the right integrated combination.
2. dOOH × CTV Wedge
Positioned dOOH and CTV as a cohesive upper-funnel awareness solution — combining high-impact physical reach with premium, brand-safe video.
3. Market-Native Positioning
Tailored the narrative to Canadian buying realities, aligning with in-house DSPs and existing agency workflows.
/03
/03
/03
Results
Results
Results
Successfully repositioned the company as an upper-funnel omnichannel partner
Opened conversations with agencies previously inaccessible to pure dOOH players
Established a focused, scalable go-to-market strategy for Canada
Successfully repositioned the company as an upper-funnel omnichannel partner
Opened conversations with agencies previously inaccessible to pure dOOH players
Established a focused, scalable go-to-market strategy for Canada
Successfully repositioned the company as an upper-funnel omnichannel partner
Opened conversations with agencies previously inaccessible to pure dOOH players
Established a focused, scalable go-to-market strategy for Canada
Increase in Canadian media revenue
+15%
+15%
Incremental CTV budgets
+100%
+100%
/04
/04
/04
This engagement wasn’t about importing a US model into Canada — it was about earning relevance locally.
By simplifying the offering, anchoring it in dOOH and CTV, and respecting the realities of the Canadian market, we created a credible pathway for expansion without overreaching.
This engagement wasn’t about importing a US model into Canada — it was about earning relevance locally.
By simplifying the offering, anchoring it in dOOH and CTV, and respecting the realities of the Canadian market, we created a credible pathway for expansion without overreaching.
This engagement wasn’t about importing a US model into Canada — it was about earning relevance locally.
By simplifying the offering, anchoring it in dOOH and CTV, and respecting the realities of the Canadian market, we created a credible pathway for expansion without overreaching.
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