The DAC Blog

We’re living through a profound reset in how people discover, evaluate, and engage with brands. Consumer behavior is evolving faster than even the nimblest marketing strategies, and one of the clearest examples is video rapidly overtaking search as the starting point of discovery. Platforms like TikTok, YouTube Shorts, and Instagram Reels have conditioned users to search less and scroll more. For Gen Z and, increasingly, millennials, the scroll feed has become the new search bar. What used to begin with typed queries now starts with personalized, visual-first content that blurs the line between entertainment, education, and commerce.This evolution isn’t just a change in channel preference; it’s a fundamental shift in how consumers gather information and make decisions. Video platforms are the new discovery engines Nearly half of Gen Z adults now use social media as their first stop for information, leaving traditional search engines behind. This shift isn’t anecdotal; it’s a widespread behavioral pivot shaping how brands must think about visibility. As a direct and immediate result, the logic of discovery has shifted. Instead of directing users to external websites, platforms like TikTok and YouTube Shorts keep users immersed within the feed, surfacing personalized content that meets their needs in real time. TikTok has even positioned itself as a “search and entertainment engine,” with features like TikTok Shop that allow users to move directly from discovery to purchase without ever leaving the platform. This is discovery without friction.Feeds are algorithmically tailored based on user interests, behaviors, captions, sounds, hashtags, and even visual context. That means every piece of video content becomes a potential search result, even if the user never types a word—effectively replacing the search box with an AI-driven, video-first feed. And the content doesn’t need to be long to be effective. According to WARC, short-form video can drive brand recall in as little as 1.7 seconds. That kind of attention efficiency makes these formats especially valuable in fragmented, fast-moving feeds. Measuring the value of influence, not just clicks One of the biggest challenges in this new environment is measurement. Traditional success metrics like CTR and last-click attribution fail to capture the full impact of short-form video. Many of the most influential moments now happen well before (or without) a click. Mid-funnel video placements, which are often undervalued in traditional click-based models, actually play a critical role in driving consideration and engagement. And yet many brands still optimize for views or CTR, missing the true impact video can deliver when evaluated with more modern frameworks. This is where new measurement models come in. Attention-based KPIs such as time-in-view and attention scores are proving more useful than raw video views. They reflect real consumer engagement, not just exposure. What brands must do now This is not the moment for minor adjustments; it’s a foundational change in how discovery, consideration, and conversion happen. Consumers expect relevance without friction, but attribution models built for click-throughs buckle under the complexity of AI, automation, and zero-click behavior. The idea of measuring marketing success solely by who “clicked through” misses the broader context of influence and underestimates the role that short-form video plays in shaping consumer decisions. To succeed in this new environment, brands need to: Embrace short-form video as a primary channel for awareness and consideration, not just as a brand awareness add-on. Align creative and platform strategies around scroll-based discovery. That means building content specifically designed to perform in its native environment, not repurposing 30-second TV spots. Focus on influence over clicks. Whether someone stops to watch, engages, or shares, the moment they choose to pay attention may be more valuable than whether they clicked. Move at platform speed. What performs on TikTok or Reels today may not work tomorrow. Testing, iteration, and agility are essential. How DAC is helping brands lead in video-first discovery As discovery becomes increasingly fragmented, video isn’t just a complementary tactic; it’s central to how audiences explore, evaluate, and engage with brands. We’ve seen firsthand that the most effective strategies don’t treat video as a siloed format, but instead build purposeful, platform-specific experiences across TikTok, YouTube, Connected TV (CTV), and social video, with messaging and creative that reflects where people are in their journey. One fashion retail client had long focused on lower-funnel performance tactics like branded SEM  shopping ads. But in an increasingly competitive category, and with audience fatigue setting in, they were seeing diminishing returns and limited growth. We partnered with them to reshape their media mix. The goal was to increase visibility and relevance among new customers. We activated Connected TV to deliver high-impact storytelling to targeted audience segments, launched TikTok campaigns to engage Gen Z fashion shoppers, used niche video placements to reach smaller, high-intent cohorts, and ran Google DemandGen to intercept users open to discovering something new. In just four weeks, they saw a 16% increase in new users to the site and a 10% lift in branded search demand; clear signs that the new media mix was driving brand interest, not just clicks. This type of work is rooted in how people actually discover brands today. And it goes beyond individual platforms. Our approach brings together: Integrated video blueprinting: Coordinated, cross-surface strategies across Linear TV, CTV, YouTube, TikTok, and short-form social, each aligned to platform behaviors and full-funnel goals. Influencer and short-form testing: Combining authentic creator content with paid amplification, like our work with a specialized hand tool brand that delivered a 7% lift in share of voice and tripled ROAS. Scaled creative activation with local precision: AI-assisted creative tailored to specific markets, connecting national brand messaging to local behavior and intent. Reddit and social sentiment integration: Tapping into real user conversations and emerging trends to inform more relevant, discoverable, and timely content strategies. In short, we’re not adapting around the edges but helping brands build systems that are responsive, creative, and ready for what’s next. https://youtu.be/iR0K3kBKYA8 This is just one part of the full reset We’ve created a playbook to guide you on what’s changed, what’s coming, and what to do about it now. The rise of video as the new search is only one of four major shifts reshaping the media landscape. From the fragmentation of the SERP to the evolution of measurement, marketers need not just new tactics but entirely new frameworks. Get the full playbook now to explore all four implications and access DAC’s full tactical guide to driving growth in the AI era.