Rethinking Advertising Strategies: Breaking Down Silos for a Unified Video Approach

What has been the norm in the advertising world?

Pearl Zhu once noted that a silo mentality causes organizations to lose their collaborative edge, as they become over-managed and under-led. This insight is particularly relevant to the modern advertising landscape; the more barriers we create, the fewer opportunities we have to innovate. This is especially true for TV, CTV/OTT, and streaming video. Many agencies have structured their media teams into separate groups, with linear TV teams on one side and streaming and CTV/OTT teams under the digital buying team.

The core idea behind this structure is that each team can focus on their specific channel, concentrating solely on negotiations, media buys, and optimizations. While this approach makes sense in theory, it was designed for a media landscape not dominated by platforms like Netflix, Hulu, Paramount+, Disney+, or YouTube. Today, streaming platforms are consumed more frequently than broadcast or cable TV.

How does this approach miss the mark?

As a result, advertising teams that operate in silos by channel miss out on valuable cross-channel strategizing opportunities. This not only narrows their perspective but also fosters internal competition for budget allocation, rather than investing in strategies that optimize viewer engagement based on their content consumption habits. Media teams should aim for an effective and efficient approach through a unified video strategy, allowing them to target unique viewers consistently based on what they watch and when they watch it.

Where is MassMedia different?

At MassMedia, we’ve adopted a structure where budgets are allocated into a comprehensive video bucket that includes Linear TV, CTV/OTT, streaming, place-based digital video screens, paid social, and more. Essentially, any media format that supports full-motion video creative is considered part of our video strategy and budget. This approach enables us to engage in cross-disciplinary discussions to develop a unified strategy. By incorporating all media placements, assessing their impact, and understanding their drawbacks, we create unique programs that effectively and efficiently reach our target audience throughout their daily content consumption.

We can implement performance-based optimizations by considering a range of reporting factors, both modern (contextual performance reporting) and traditional (linear TV impression ratings). This approach enables us to allocate budgets to the highest-performing channels effectively, making every dollar spent work harder in driving ROI. Similarly, we are applying this approach to audio through terrestrial radio, streaming audio, and podcasts.

In an un-silo’d  world, what are the trends to pay attention to?

As we move into 2025, video advertising continues to evolve at a rapid pace, driven by changes in consumer behavior, technological advancements, and platform innovation:

• Short-Form Video Reigns Supreme: Short-form videos have taken the digital world by storm, thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. These bite-sized, highly engaging clips are designed to cater to the fast-paced habits of modern audiences. With just a few seconds to make an impact, brands are focusing on creativity and relevance. Short-form videos offer a unique chance to grab attention, build brand awareness, and encourage quick interactions. For marketers, this format is a must-have in today’s content strategy.
• The Rise of User-Generated Content (UGC): Authenticity is no longer optional—it’s essential. User-generated content (UGC) is becoming a cornerstone of successful video ad campaigns. By leveraging real content created by consumers, brands can foster trust and create a sense of community. Beyond its ability to connect with audiences, UGC is also a cost-effective solution for producing relatable and engaging ads. When audiences see themselves reflected in your brand, they’re more likely to engage and convert.
• Interactive and Shoppable Videos: Interactive videos are changing how audiences engage with content. Whether it’s clickable hotspots, polls, or quizzes, these formats encourage active participation rather than passive viewing. Shoppable videos take engagement a step further, allowing viewers to make purchases directly within the video. This seamless shopping experience shortens the path from discovery to checkout, driving conversions and redefining the online shopping journey.
• Personalized Video Ads: With advancements in data analytics and artificial intelligence, personalization has reached new heights. Brands can now deliver video ads tailored to individual preferences, behaviors, and demographics. The result? A more meaningful connection with viewers, higher engagement rates, and improved conversion outcomes. Personalization ensures that your audience sees content that feels relevant and timely, building loyalty and trust.
• Live Streaming and Real-Time Interaction: Live streaming has emerged as a powerful tool for fostering real-time engagement. Platforms like Instagram Live, Facebook Live, and Twitch enable brands to connect with their audience in an authentic, interactive way. Whether it’s hosting live Q&A sessions, product launches, or behind-the-scenes events, live streaming creates a sense of immediacy and transparency. For brands, it’s a chance to build stronger relationships and humanize their messaging.
• AI and Automation in Video Creation: Artificial intelligence is transforming the video creation process, enabling brands to produce high-quality content faster and more efficiently. From automated editing to dynamic video personalization, AI tools are empowering marketers to scale their efforts without sacrificing quality. By reducing production costs and streamlining workflows, AI allows marketers to focus more on storytelling and strategy—delivering videos that truly resonate.
• Cross-Channel Video Strategies: As video platforms continue to multiply, a unified approach is essential. Cross-channel video strategies ensure that your brand’s message remains consistent across platforms like linear TV, connected TV (CTV), OTT, and social media. By integrating campaigns across multiple channels, brands can maximize their reach and deliver a cohesive experience that drives engagement and builds familiarity.
• Sustainability and Social Responsibility: Consumers are paying closer attention to brands’ values and actions. Video ads that highlight sustainability and social responsibility resonate with socially conscious audiences and demonstrate a commitment to making a positive impact. Whether it’s showcasing eco-friendly practices or supporting community initiatives, purpose-driven marketing helps brands stand out in a crowded market while fostering long-term loyalty.
• Enhanced Measurement and Analytics: The ability to measure video ad performance has never been more precise. Today’s analytics tools allow marketers to track metrics like engagement rates, view-through rates, and conversions with unparalleled accuracy. This data-driven approach enables continuous optimization, ensuring that campaigns deliver maximum ROI while providing actionable insights for future efforts.

Conclusion

The advertising world has long relied on siloed strategies, dividing media teams by channels such as linear TV and digital platforms. While this approach once suited a simpler media landscape, it now limits innovation and fails to address the interconnected way consumers engage with content across platforms. Today, viewers seamlessly shift between streaming platforms like Netflix, YouTube, and Hulu, rendering traditional structures ineffective in capturing cross-channel opportunities. MassMedia has redefined the norm by integrating a unified video strategy that consolidates budgets for all video formats—linear TV, CTV/OTT, streaming, and more. This approach fosters collaboration, optimizes performance through comprehensive data analysis, and ensures that every dollar spent maximizes ROI. By focusing on content consumption habits and leveraging both traditional and modern metrics, MassMedia offers a flexible and impactful model for reaching audiences effectively.

Looking ahead to 2025, the advertising landscape is defined by emerging trends that prioritize engagement, personalization, and innovation. Short-form videos, user-generated content, interactive formats, and personalized ads dominate, driven by evolving consumer preferences and technological advancements. Live streaming, AI-driven content creation, and cross-channel strategies are becoming essential for brands to stay competitive. Furthermore, socially responsible messaging and enhanced analytics are setting new benchmarks for impactful advertising.

In this rapidly evolving environment, success hinges on breaking down silos, embracing holistic strategies, and staying ahead of technological and cultural shifts to deliver meaningful, engaging, and measurable campaigns. MassMedia is here to help as your brand seeks ways to create impactful campaigns.