Market Challenges
17
hrs/wk
of potential customer engagement
"Audiences are spending an average of 17 hours a week watching videos online. We’re a part of that statistic. Between the two of us, we watch dozens of hours of video a week. Ignoring video marketing is no longer an option for brands who want to excel.”
- Hubspot article written by Alicia Collins and Megan Conley
The New Marketing Reality
The Challenge: Standing Out in San Diego’s Fast-Moving Market
San Diego is a city full of energy, innovation, and competition. Whether you’re a business owner, artist, content creator, or entrepreneur, capturing attention in this fast-changing landscape isn’t easy.
Traditional marketing strategies no longer cut through. You can pour money into ads that vanish into the void— seen by the wrong people, ignored by the right ones, and forgotten in a scroll.
The Media Landscape Has Changed
A decade ago, your media options were simple:
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A few broadcast networks
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A handful of cable channels
Today, your audience is everywhere— scattered across:
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Hundreds of streaming services
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Free ad-supported platforms (FAST)
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Connected TV (CTV) and niche OTT channels
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TikTok, Reels, YouTube Shorts, and more
This media fragmentation makes it harder than ever to find, and keep, your audience’s attention.
The Shift: Streaming Dominates
Broadcast and cable audiences are abandoning ship.
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In May 2025, streaming overtook linear TV for the first time, capturing 44.8% of total viewing time compared to 44.2% for broadcast + cable combined.
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Since 2021, streaming usage has jumped 71%, while:
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Broadcast declined 21%
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Cable dropped 39%
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Even before that, the trend was accelerating:
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June 2024: Streaming passed 40% of total viewing.
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July 2024: Streaming hit 41.4%, the highest share ever recorded for a single category.
Audiences Have Moved On
Today, 83% of U.S. adults regularly use streaming services, while only 36% still pay for cable or satellite TV.
Your customers aren’t sitting in front of the same channels anymore. They’re bingeing on Netflix, flipping through YouTube on their TVs, scrolling FAST channels like Pluto or Tubi, or doom scrolling TikToks and Instagram Reels.
You can’t afford to ignore where your audience actually is.
The Business Risk
For local businesses, this shift creates a dual threat:
⚠️ Unclear audience location
You don’t know where to focus your message. Should you be on Netflix, YouTube, Tubi, or TikTok?
⚠️ Wasted ad spend
Many brands still guess or spray-and-pray, pouring money into platforms their customers have already left— leading to low ROI and frustration.
Sources: Nielsen, The Wrap, Kidscreen, Pew Research Center
Numbers don’t lie,
and your business can’t afford to ignore them.
Cost of Premium Video Marketing
*Based on both public and internal proprietary data
For most small businesses and start-ups, premium video marketing comes with a price tag that’s simply out of reach and even larger companies feel the squeeze. The reality is, fewer than 1 in 20 business owners have the right mix of tools, training, and creative expertise to produce professional quality content on their own without sacrificing time, profit, or focus. That’s where we step in, bridging the gap between affordability and excellence.
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Pie Chart
How the media landscape looks now
Source: Nielsen
Linear TV still holds about half of viewing, but its audience is aging and shrinking. Younger, more affluent households, especially in San Diego’s coastal and urban areas, are leading the shift to OTT/CTV, FAST channels. These platforms are rapidly gaining traction as free, ad-supported options deliver strong value for local advertisers, while social video have become essential for reaching younger demographics who live on YouTube Shorts, TikTok, and Reels.
What you're not getting just using linear
Where Audiences Are Engaging every month
Source: Nielsen
As of mid-2025, U.S. audiences are spending more time on streaming than on traditional TV for the first time. Streaming now commands 44.8% of total TV usage, surpassing broadcast (20.1%) and cable (24.1%) combined. YouTube leads all streaming platforms with 12.5% of total viewing, while free ad-supported services (FAST channels like Pluto, Roku, and Tubi) make up another 5.7%. The remaining share is spread across major paid platforms such as Netflix, Hulu, Disney+, and Prime Video— showing how quickly viewer habits are shifting away from linear TV.
Get up to 409% ROAS
With over 125K Impressions
in week 1, at just $0.02 CPI
Advertising partner, Vibe.co, client results.
"With Google, we were really pursuing buyers who were already in-market. Television advertising has allowed us to break new ground and capture new hearts and minds in a really powerful way,”
- Ryan Hossann, Account Manager, with our advertising partner, Vibe.co
Ready to meet your customers where they are? Let’s Talk.
Solving your marketing challenges
Rethink What a Creative Agency Can Be
At UnorthodoxApproach Creative (UAC), we empower San Diego business owners with high-end commercial advertising, branded video marketing, and premium non-fiction content— without the excessive costs of traditional agencies.
The Problem with Traditional Advertising
Broadcast and cable advertising may seem appealing, but here’s the truth:
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High buy-ins lock out small and mid-sized businesses from competing at high levels.
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These large media costs drain budgets before production even begins.
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Creative Services (CS) departments at TV stations often have little to no production budget, relying on free or recycled creative to cut corners. That means no real design direction— just “free” production for an ad that serves the station’s needs, not your brand’s story.
In short, you’re paying for media space, not meaningful storytelling.
A Smarter, More Effective Approach
UAC gives you the best of both worlds:
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High-end production that reflects your brand’s value.
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Affordable media buys that reach your exact target audience.
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Better ROI than traditional broadcast or cable campaigns.
Even if your customers still watch linear TV, you can advertise on linear channels through our agency. It’s far more affordable when you bring your own pre-produced, ready-to-air content.
With UAC, you get:
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Affordable, premium production that stands out.
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High-return OTT/CTV, and social campaigns designed for measurable impact.
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The freedom to repurpose your assets across broadcast, cable, digital, and radio at even more affordable rates— maximizing every dollar you invest.
Beyond Traditional Agencies
Premium agencies may offer similar services we offer— but at a steep price.
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They often require hefty retainers bundled with add-ons.
Video Production Companies don't bring returns
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Production companies focus only on content creation, not on customer growth or ROI.
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Once you're finished with a great piece of work, now you don't know where to place it, nor if anyone will watch.
UAC takes a smarter, leaner approach.
We transform content into a revenue-generating asset that builds awareness, attracts customers, and fuels long-term growth at a fraction of the cost of the traditional methods.
Our Hybrid Model: Strategy + Creative + Production + Media Placement
We redefine the agency model by blending:
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Strategic marketing and advertising expertise
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Full-scale film and video production
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Creative storytelling that connects
Our multi-talented team of creators, artists, and filmmakers deliver premium quality without waste— tailoring every campaign to your exact business needs.
Targeted Exposure. Measurable Growth.
By leveraging Over-The-Top (OTT), Connected TV (CTV), Social platforms, and Digital Out-of-Home (DOOH) advertising, we position your brand in front of engaged, high-intent audiences—all at a fraction of traditional costs.
Whether it’s a one-time project or an ongoing campaign, your media assets work harder for you— expanding reach across:
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Streaming platforms
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Social media
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Broadcast, cable, and radio
The Time to Evolve Is Now
As the industry shifts toward digital-first strategies, now is the time to invest in high-impact marketing that delivers flexibility, control, and maximum exposure for your business.
UAC gives you big agency results with a smarter, more personal approach— crafted right here in San Diego.
Get more affordable,
revenue boosting content
targeted directly to your customers
The cost of doing business with other agencies compared to UAC.
*Based on both public and internal proprietary data
UnorthodoxApproach Creative delivers premium creative and production without the premium price tag. Small businesses and start-ups get access to premium content they can afford, while medium business and enterprises slash costs without sacrificing quality.
Boost revenue faster with video marketing.
Businesses using video aren’t just telling stories, they are driving results. 84% of marketers say video directly increased their sales. In 2025 and beyond, video marketing isn't optional. It's a must for growth.
Access virtually any network, platform, or channel
Source: Nielsen
At UnorthodoxApproach Creative, your brand isn’t limited by one screen or platform. We connect your message across streaming, social, digital, and linear channels— reaching your target audience wherever they watch, scroll, or listen.
Summary
By choosing UnorthodoxApproach Creative, you're making a smart investment in your marketing strategy. We offer affordable marketing services, commercial advertising, video marketing solutions, and creative non-fiction content, that saves you money while delivering high-quality results. Advertising on Over The Top (OTT) platforms is more cost-effective than traditional TV, providing a better return on your investment. If your audience is also on broadcast and cable channels, you can further stretch your budget by using your produced asset (content) for a lower-cost advertising on networks, maximizing your reach without extra production costs or high-end buys from television stations and premium agencies.
Get the best of both digital and linear advertising, branding content, and creative non-fiction content production with UnorthodoxApproach Creative. Visit our Creative Solutions page to explore our offerings, schedule a discovery call, or request a custom quote that suits your business and campaign needs. Partner with use today to save on your marketing budget.
