From Online Influence to Real-World Impact: How We Bridge Digital & IRL Video
In a previous article we unpacked how short-form video and user-generated content (UGC) have become the most influential forces in digital consumption — and how Canadians are watching, trusting, and acting on them at unprecedented levels. Now, let’s talk about how UB Media’s UB TV channels turn those trends into tangible results for brands — taking the authenticity and engagement of digital and amplifying it in high-attention, in-venue environments.
IRL Video Still Has Mass Reach (and Premium Impact)
While mobile may be the most personal screen, large-format video in shared spaces remains one of the few true mass-reach channels.
Kantar Media’s 2025 data shows Digital Out-of-Home (DOOH) stands alongside TV as a rare “everyone sees it” medium — with dynamic creative flexibility and high-traffic placement delivering both scale and memorability.
Connected TV (CTV) — a format closely aligned with our in-venue large screens — is forecast to grow 19.6% to $35.2 billion in ad spend this year. That growth reflects advertiser confidence in big-screen storytelling, especially when paired with precise targeting.
Cross-Platform Strategies Maximise ROI
Kantar case studies prove that blending platforms multiplies results. For example, a multi-channel campaign using TV + YouTube + social delivered 95% total reach while optimising spend mid-flight.
UB Media applies the same principle:
Source content from the most engaging online formats (short-form, UGC).
Curate and brand-safeguard for public display.
Distribute across lifestyle-specific IRL channels — each tailored to its audience profile.
This approach extends content lifecycle, increases frequency, and turns a one-off view into a multi-touch experience.
Repurposing Content for Context & Audience
We know that completion rates for vertical short-form hit 90% and that UGC drives up to 84% purchase influence among Millennials.
In UB TV’s channels, high-performing digital content is carefully contextualised to match each environment. Such as:
Residential channels feature lifestyle, entertainment, and home-focused programming designed for everyday living spaces.
Restobar networks showcase content tied to food culture, beverage brands, and entertainment — with further gender-specific segmentation to ensure messaging resonates with predominantly male or female audiences.
Neighbourhood-specific channels reflect the unique interests of local cultural communities and LGBTQ+ audiences, creating hyper-relevant connections.
Campus & Student Housing channels are built around student life, highlighting topics, trends, and entertainment that speak directly to this demographic.
Across every channel, brand content is seamlessly blended with curated, brand-safe UGC, ensuring the viewing experience feels native, authentic, and engaging — even in public spaces.
Personalisation in Shared Spaces
Social platforms have set a high bar for personalisation. UB Media mirrors this in IRL video through audience group targeting. By understanding the demographics, behaviours, and dwell times of each venue type, we deliver segmented lifestyle programming that maximises relevance.
The result: Mass reach with micro-targeting precision — a balance digital-first brands recognise instantly.
From Discovery to Decision
Here’s the UB Media / UB TV advantage:
Online influence (short-form media advertisements, UGC, high engagement) is captured and repurposed.
IRL presence reinforces the message in brand-safe, high-attention environments.
Audience targeting ensures the right message lands with the right group.
Cross-channel synergy boosts frequency and brand recall at the moments that matter most.
When you blend the authenticity of digital discovery with the attention power of in-venue video, you don’t just get impressions — you get major impact.
Sources:
INMA – Short-form video & UGC among top social media trends for 2025
Vidico – Short-form video statistics 2025
Bazaarvoice – How short-form video content and testimonials influence purchases in 2025
LinkedIn Pulse – Consuming user-generated videos & its impact on wellbeing (Canada 2022)
Billo – UGC statistics 2025
CrowdRiff – User-generated content statistics
Market Research Future – Canada entertainment & media market report
Grand View Research – Canada digital content creation market outlook
Kantar Media – 2025 Media Trends & Predictions Report
eMarketer – US Adult Facebook Users Will Spend Over Half Their Time on Video in 2024