How to make deliberate, intelligence-driven decisions about where and when to show up Every growth-stage brand eventually reaches the same inflection point: the market gets crowded, competitor budgets get bigger, and the playbook that worked last year starts showing its age. How can you get prepared? The insights here come from campaigns we've run for challenger brands in real competitive environments, from protein nutrition to streaming entertainment to fast casual dining. A common lesson threads through all of it: Brand positioning that is driven by competitive insights, gains market share while maintaining brand equity, and holds steady when competitors move is the way to earn to long-term customer loyalty. Competitive insights: Turn collection into action Most brands we work with already have competitive intelligence. They have the Pathmatics or MediaRadar login, the share-of-voice dashboard refreshed weekly, or the SEMrush keyword export sitting in someone's Dropbox. What they don't have is a decision framework that turns that data into a better media plan than they'd have built without it. Data collection is easy, but real leverage comes from what you do with it. Your competitive intelligence should answer 4 questions: Where can we be over-indexed, not just where are we behind? The instinct is to find competitive gaps and close them. For challenger brands, this is almost always the wrong move. Pick three or four channels where you can meaningfully outperform the competition and commit there. Trying to match a bigger competitor everywhere means losing everywhere. When should we show up (not just where)? Most brands look at channel mix and ignore timing entirely. If your largest competitor goes dark in Q1 every year, that's not a clear opening. An audience still in-market, and you're the only voice in the room. What are their creative signals saying? If a competitor has been running the same video concept for six months, they've hit on something that works. Find out why! Are they tapping into price, lifestyle, or a specific audience? That's strategy intelligence, not just channel intelligence. Which gaps are actually traps? Not every white space is an opportunity. Competitors often leave a channel because it isn't working. An under-utilized channel in your category is only worth pursuing if your own signals support it. Gain market share without a price war Brands increasingly want to conquest competitors through paid media, but many end up in a CPC arms race that inflates costs on both sides and moves no one's market share. Paid Search conquesting is notorious for starting bidding wars, which can threaten brand visibility and rising CPC costs for everyone involved. The brands gaining real ground are winning on presence, relevance, and timing. Here's how we think about category conquesting from a paid media standpoint: Show up where purchase decisions happen, not where keywords live The highest-leverage conquesting channel right now isn't Google, but retail media. 50% more retail media networks are offering competitive conquesting this year than last year, per EMARKETER. RMNs let you reach verified competitor purchasers using first-party purchase data, right when the consumer is in purchase mode. Find one or two retail media networks where your category lives, run a test targeting category keywords first, then add competitor audience targeting on top. However, if your brand has no retail distribution, then programmatic audience conquesting via competitor brand affinity segments is your primary lever. Programmatic can target the actual locations of competitors, geofence their events, and retarget for weeks afterward. Challenger brands, audit your brand defense before your next offense. Pull a search impression share report for your own brand terms. If competitors are capturing a meaningful share, strengthen your branded keyword bids before spending on conquesting. For market-leading brands, this should be your primary competitive paid media focus, not conquesting. Maintain brand positioning when competitors move in When a wave of challengers flood the shelf, the reactive instinct is to match their spend, defend every keyword, or drown them out on social. That path burns budget on a war of attrition, and challengers with lower awareness always have more to gain from the chaos than you do. The stronger play is to already have the infrastructure that matters: retail presence, brand equity, and media that keeps working when the category gets loud. When a competitor makes a big move, the question to ask yourself isn't 'How do we respond?' It's: 'Where have we already earned an advantage, and how do we extend it?’ CASE STUDY: PREMIER PROTEIN UNDER PRESSURE When a stampede of protein trendhoppers hit the market in 2025, Premier Protein didn't try to outspend the field. Instead, we developed a first-to-market Social Reach ad unit that delivered existing vertical video creative across the open web at half the cost-per-view of Meta. In combining that with a precise retail media strategy, CTV, Audio, and Search; Premier Protein built enough brand equity and presence that they could absorb the pressure and prevail. Going dark is a gift to your competitors Going dark on media sometimes gets framed as financial discipline, when really, it's a donation to your competitors. When a brand pulls back because of budget pressure, post-season fatigue, or new leadership it instantly loses share of voice. More importantly, it hands competitors a cleaner media environment, lower CPMs, and an audience all to themselves. Research from WARC confirms what we've seen firsthand: Regaining market share and brand equity after going dark is more costly and difficult than maintaining them with even modest investment. We've lived through this with a CPG client that came off a record-breaking sales season and then went dark for five months. During that window, consumer price sensitivity increased and competitors moved in. When the client resurfaced, it had lost 26% of annual revenue. Brand awareness and consideration were still intact — but last-touch conversion had collapsed because consumers could no longer differentiate this brand from a cheaper competitor. The instinct to pause often comes from treating advertising as a cost to cut rather than an investment to protect. And there's a second, quieter risk: leaning into short-term promotions to hit profit targets while dark on media trains consumers to wait for a discount, weakening brand value even as it appears to stabilize revenue. Even for brands with genuinely seasonal products, the right move is to define the minimum-presence threshold that keeps your brand in the game while competitors fund their own recovery later. BRAND POSITIONING ACTION ITEMS → Know your moat before you need it. Audit your retail presence, search share, and audience segments now. When competitive pressure spikes, you need to know where you're strong before you're forced to defend it. → When budget cuts are unavoidable, protect brand spend first. Performance spend has nowhere to perform without it. → Monitor SOV during slow spend periods. If your share is dropping while competitors' grows, the cost of the cutback is already showing up in the data. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, campaigns, and agency news; subscribe for free here.

FAST, or free ad-supported streaming TV, is staking its claim in the streaming wars A growing number of Americans would rather see ads than pay for subscriptions. The SVOD (subscription video on demand) wars are hotter than ever, between Paramount merging with Warner Bros and Netflix getting into podcasting. But there's another, more quietly growing corner of the overall streaming sandbox. Ad-supported video on demand (AVOD) and Free Ad-Supported Streaming Television (FAST) channels are emerging as compelling alternatives for both viewers and advertisers. While the FAST market is still nascent, recent data suggests a bright future ahead. What are the most popular free ad-supported streaming services? The days of FAST being a well-kept secret are long gone. According to Comcast, 6 out of 10 households with connected TVs are using FAST services like Tubi, Xumo, Pluto, The Roku Channel, or Freevee; signaling a dramatic rise in adoption. In fact, research published by Performance Marketing World shows that almost 7 in 10 CTV users prefer FAST to premium options! Learn the pros & cons of Premium CTV vs. FAST, measurement that matters, and how CTV drives downstream sales growth. Why is FAST growing in popularity (besides that it's, well, FREE)? Simply put, the ease of use. All you need is internet and your laptop, phone or smart TV. No subscription required, and sometimes you don't even need to log in. Just flip it on and scroll through channels, like TV in the good ole days. If you haven't tried it for yourself, check out Tubi or Pluto TV and you'll find everything from live sports to classic episodes of The Price is Right. More importantly, these platforms are delivering on their promise – many viewers report positive viewing experiences on FAST channels and enjoy the content they offer. News programming leads the pack in popularity, but the content spectrum spans far beyond headlines. Crime TV series, movies, and various other genres have found their home on these platforms, creating a diverse content buffet that rivals traditional cable offerings. The linear nature of FAST channels, mimicking traditional TV's familiar flow, has proven to be a significant draw for viewers seeking a more structured viewing experience. This quick yet comprehensive guide to programmatic advertising will help you make smarter investments in CTV, Display, Video, DOOH, and more. Are FAST channels worth the buy for advertisers? For advertisers, FAST platforms represent a goldmine of opportunities. These services offer precision targeting capabilities that traditional television can't match, allowing brands to reach specific audience segments with unprecedented accuracy. The ability to connect with cable subscribers through a digital medium, combined with cost-effective advertising rates, makes FAST an increasingly attractive proposition for media buyers. Benefits of advertising on free ad-supported streamers: More efficient & higher impressions than other CTV platforms Additional touchpoints to reach your audience on incremental platforms More flexibility to find your audience, given fragmented viewership habits More access to premium content across smaller platforms However, the terrain isn't without its challenges. Transparency remains a persistent concern in the FAST channel market. Direct buyers currently enjoy privileged access to valuable data – such as Samsung's automatic content recognition (ACR) information – while programmatic buyers often face limited visibility into their advertising performance. What's the future of FAST media buying? The future of ad-supported streaming services points toward a fascinating convergence with traditional linear television. Industry leaders anticipate increased focus on personalization and enhanced user experiences, blending the best aspects of both worlds. Major players like Comcast Advertising and Xumo are already pioneering this evolution, developing sophisticated tools and services for advertisers looking to capitalize on the FAST phenomenon. These platforms are also investing more resources in advertiser education, helping brands understand and leverage the unique benefits of free, ad-supported television. As viewers embrace these free alternatives and advertisers discover their potential, FAST channels are positioning themselves as a vital component of future media plans. While social media platforms face increasing scrutiny and premium CTV channels command premium rates, FAST channels represent an exciting frontier for brands seeking to connect with audiences from the comfort of their couches. Curious about telling your brand's story on FAST or traditional streamers? Drop us a line! We love talking TV. For more ad buying news and tips, join our free, weekly Paid Media Insights newsletter.

A performance-minded guide to planning and measuring streaming TV ads on a midsized budget Cross-channel measurement is possible and available to midsized brands with the right tools and the right analysts on your team. Table of Contents Intro CTV Budgeting for Growth-Stage Brands The Halo Effect: How CTV Drives Downstream Growth The FAST vs. Premium CTV Tradeoff Avoiding Fraud & Protecting Brand Safety CTV Reporting That Matters Try Shoppable CTV for Performance Key Takeaways Direct response is the wrong CTV objective. CTV's real value shows up downstream—in branded search lift, paid social conversion rates, and assisted conversions—not in clicks. Measure it with MMM and brand lift studies, or don't run it yet. CTV's budget floor is market-dependent, not absolute. Single-market testing can start at $10–15K/month on FAST channels; national campaigns need $75K+/month to register. Below your market's noise threshold, you're buying impressions that don't move the needle. FAST channels aren't a compromise. 69% of CTV viewers prefer free ad-supported streaming, and growth brands often win on unit economics there. The right FAST vs. premium split depends on your audience, your creative, and your CAC target—not assumptions about quality. Vanity metrics will get your CTV budget cut. Impressions, CPM, and completion rate don't tell finance anything useful. The metrics that keep CTV in the plan are branded search lift, site traffic lift, and cost per incremental action. Intro Connected TV (CTV) refers to internet-connected television sets and the digital content they stream. It's a powerful way to reach vast audiences with visually captivating advertisements. EMARKETER projects CTV ad spend will surpass traditional TV by 2028, reaching $46.89 billion! And it's easy to see why: Brands love the broad scale CTV offers for building brand awareness and the cultural importance of the shows and movies they can align with. However, streaming platforms are fragmented. This fragmentation makes targeting and measurement difficult. Attributing ad views to actual product sales can be a challenge. Add the generally higher cost of CTV inventory compared to social buys, and some growth-stage brands may wonder if the juice is really worth the squeeze. We've mastered the art of hands-on campaign management for midsized brands like Premier Protein, New Belgium Brewing, and TV's "The Chosen." You can too, with this guide. This quick yet comprehensive guide to programmatic advertising will help you make smarter investments in CTV, Display, Video, DOOH, and more. CTV budgeting for growth-stage brands Brand marketers often ask, "What's the minimum budget needed to run an effective CTV media campaign?" There's no one-size-fits-all answer. Your CTV budget floor depends on your geography and goals: For single-market dominance or performance testing, $10-15K/month in smaller markets or on free ad-supported streaming TV (FAST) channels can work. Mid-market brands in major DMAs might need $40-50K/month for meaningful share. National brands need $75K+/month to register. Below your market's 'noise threshold,' you're buying impressions that don't register. The more important questions to ask yourself are: What specific objectives am I trying to accomplish? What would success actually look like? Where are your target consumers located? What channels or content do they enjoy watching? The Halo Effect: How CTV drives downstream growth Many growing brands chase direct response on CTV. They run a spot, watch for immediate conversions, see nothing, and cut the budget. That's actually backwards and wastes money. Per The Hollywood Reporter, TV's share of global ad revenue is declining from 15.8% in 2024 to a projected 13.9% in 2026. Advertiser budgets are moving toward more performance-driven digital channels. A lot of that budget migration comes down to measurement confidence. Performance channels give marketers a dashboard full of precise numbers. In contrast, TV gives them fragmented reach and visibility. The math seems easy: follow the metrics. But one channel's dashboard doesn't show the whole story. If you measure only CTV-direct conversions, you'll miss 60–70% of the incremental value. A campaign that looks "inefficient" on CTV alone often shows 3–5x return when you connect it to downstream channel lift and cross-device journeys. How to set up a halo funnel: Use MMM to connect your TV investment to downstream outcomes. TV's cross-channel effects—lifted search volume and improved paid social conversion rates—don't show up in a standard dashboard. Marketing mix modeling is how you find them before someone cuts the budget. Run a brand lift study and tie it to mid-funnel signals. The more you invest in brand, the lower your customer acquisition cost should trend over time—but you need the data to prove it. Pairing a brand lift study with CAC tracking is how TV gets a seat at the performance table. Start testing shoppable CTV formats. Upper-funnel doesn't have to mean unmeasurable. Shoppable CTV ads incorporate interactive or transactional features directly into television platforms. This gives you conversion data alongside reach. Brands testing it today will have a meaningful head start as the format matures. If you're running CTV without MMM, brand lift studies, or multi-touch attribution, you're flying blind. Better to wait until you have the measurement budget than to run a campaign you can't defend. Predictive analytics and big-picture insights make marketing mix modeling tools invaluable to brand marketers of all industries. The FAST vs. Premium CTV tradeoff for brands Many assume that premium CTV networks like Netflix, Hulu, and Disney+ are automatically superior to FAST channels like Tubi or Pluto. But that's not necessarily true. In reality, 69% of CTV viewers prefer FAST channels. Challenger brands can take advantage of their lower barrier to entry. (The Trade Desk provides unified buying and targeting across both!) Let's compare the pros and cons: Where FAST wins the race How Premium takes the cake Lower CPMs ($15-30 vs. $25-60) Targeting affluent, younger audiences Less programmatic competition New product launches (premium context = high brand perception, safety) More frequency for same budget = better brand lift May convert more often than FAST = lower CAC Shorter, punchier creative (15-30sec) & lower frequency Longer ad formats, higher completion rates Avoiding fraud & protecting brand safety Some brand marketers worry about fraud in the programmatic advertising supply chain or their ads showing up next to harmful content. That's understandable! But our expert traders have mastered brand safety, data privacy, and waste prevention. Here's how: Platform defenses Tier 1 (Hulu, Disney+, Netflix, Roku, etc.) have strong safeguards (first-party content, curated supply). Tier 2 (Pluto TV, Tubi, Samsung TV+, etc.) have moderate safeguards (some UGC content, but editorial review). Tier 3 Open marketplace (via SSPs like PubMatic) has lower safeguards (all publishers welcome). For growth-stage brands, we recommend sticking to tier-1 and tier-2 platforms unless the budget is very small. Also, The Trade Desk integrates pre-bid fraud detection (ads.txt enforcement, Supply Path Optimization) and partners with third-party verification vendors IAS and DoubleVerify. This gives human traders full placement transparency, not a black-box algorithm. Agency defenses We don't leave programmatic trading up to managed services. Our in-house trading experts personally oversee every transaction and negotiate the best rates for our clients. To that end, we create publisher inclusion and exclusion lists in DoubleVerify that supersede any automated content partners. We continuously monitor ad placements for factors like viewability, fraud, contextual relevance, and quality of environment. "Brand safety isn't a filter you bolt onto programmatic after the fact — it's a function of how precisely you understand the inventory you're buying. The more contextual signal and show-level data a brand can get before the impression hits the bid stream, the more confidently they can show up next to content that actually reflects who they are — and stay out of content that doesn't." SEAN EDWARDS, Director of Programmatic & E-Commerce Media CTV Reporting That Matters Don't get caught up in vanity metrics like impressions and CPMs—they mean nothing if those views don't translate to actual sales or brand growth down the road! Growth-stage brands don't have the budget to waste optimizing toward the wrong KPIs. Vanity Metrics Meaningful Metrics Impressions (not predictive) Branded search lift (2-4 weeks after exposure) CPM (doesn't mean better CAC) Site traffic lift (from GA4, attributed to CTV exposure cross-device) Reach (raw number is meaningless without frequency & attribution) Completion rate (global benchmark 95% or higher) Shopping cart additions Cost per incremental action (from incrementality test) And the scheduling or cadence of your reporting matters too. Since CTV is largely a top-of-funnel brand-building tactic, you might see very real effects later down the road. If you're too quick to evaluate and change your strategies after just a week or a month, you may be cutting the very things keeping your brand moving up and to the right over time. A scientific approach to measuring upper-funnel media's impact on actual sales growth Here's a better timeline for reporting, which you can modify to your specific campaign objectives and parameters: Try Shoppable CTV for Performance Shoppable CTV, or T-commerce, is a hugely popular ad format for its ability to collapse the path between entertainment and purchase into a single tap. It incorporates interactive elements into TV ads like QR codes, "Add to Cart" buttons, or "Email me this" links that viewers can use with their remote control or smartphone. These campaigns can be very effective—but not always for the reason you think. Exverus' Media Supervisor Melanie Mogey ran a shoppable CTV test for TV's "The Chosen" and explained to Digiday that direct sales were not the primary KPI—video completion rate (VCR) was. In other words, Mogey and other media buyers have found that this kind of play isn't always a converter, but rather a strong awareness-builder. That's an outcome well worth striving for, but it does require different planning and measurement. CTV works for growth-stage brands when it's planned honestly: right budget for your market, right measurement infrastructure, right mix of FAST and premium inventory. The brands that win aren't the ones with the biggest budgets—they're the ones who know exactly what they're measuring and why. If you're ready to build a CTV strategy that connects to real business outcomes, let's talk.

Audio expands with fresh opportunities in video, retail, & gaming The audio consumption vs. ad spend gap We've been sounding the alarm on the value of Audio Ads for years: Audio taps into a deep, built-in trust between listener and host/artist Reaches precisely targeted audiences by interest, location, demographic Provides detailed analytics from radio, streaming, or podcast platforms But fresh data from EMARKETER shows that Audio ad spend is not growing nearly as fast as actual listening time is - US adults now spend an average of 2 hours 44 minutes listening to audio content per day! That's a huge competitive gap your brand could fill. This gap is your competitive advantage. While most brands sleep on audio, listeners are there—engaged, in personal moments, every single day. If you can move budget into audio while the landscape is still less crowded, you're ahead. Why podcasts, streaming ads, and programmatic audio are essential marketing channels; and how to buy them efficiently. What is Gen Z is listening to these days? Gen Z's audio habits are rapidly shifting as streaming, social discovery, and multitasking reshape engagement. They're not behaving like older cohorts. Gen Z particularly loves YouTube, Spotify, and Apple Music for discovering new music and listening to (or watching) their favorite podcasts—and they listen everywhere they go. This matters because it's not just about podcasts or music anymore. For Gen Z, the format is almost irrelevant; the behavior is "always on, across multiple devices." If your target is Gen Z, single-platform plays won't cut it. You need to show up wherever they're listening—which increasingly means video format, not audio-only. Source: EMARKETER Video podcast wars: Spotify vs. Apple vs. YouTube YouTube has been steadily rising as the world's top media platform for video podcasts (aka vodcasts) for its powerful algorithm, ad targeting, and social promotion capabilities; but creators had to upload separately to YouTube, manage different revenue streams, and deal with separate analytics. So, Spotify & Apple Music have teamed up to tune it out. Spotify is integrating Apple's technology to let creators publish video once and reach both platforms simultaneously, with unified monetization starting later this year. This removes friction for smaller and mid-tier shows, which are likely to consolidate around the Apple-Spotify ecosystem because the barriers are now lower. What this means for your audio strategy: The video podcast landscape is fragmenting by creator tier. Emerging partner programs on Spotify and Apple will have different reach profiles than established YouTube channels—and potentially lower CPMs as creators are still building audiences there. If you're targeting emerging voices or specific communities, these partnerships might offer better unit economics than YouTube's established creator base. The ubiquitous video platform is now America's #1 home for podcasts. Learn how your brand can benefit from its reach, engagement, and loyalty. What's new in audio advertising integrations? Audio is converging with other channels to create entirely new opportunities for brands. Two groundbreaking developments are reshaping the way we think about digital audio advertising: Retail media gets a soundtrack The retail media revolution has found its voice – literally. Lowe's introduction of in-store audio advertising to its retail media network (RMN) marks a significant evolution in the space. This innovation allows brands to reach shoppers at the precise moment of decision-making, creating a direct line of communication when purchase intent is at its peak. Imagine if customer browsing the tools section could hear a strategically timed message about your premium paint brand. These contextually relevant audio messages can influence purchasing decisions in real-time, adding a powerful new dimension to retail media strategies. Early tests have shown promising results, with brands reporting increased consideration and sales lift from these targeted in-store audio campaigns. We foresee more RMNs to follow the example in the future! Exverus' Sean Edwards spoke at MediaPost Live about how we successfully promoted an Entertainment brand via Audio Ads In-game audio is non-intrusive Gaming audio advertising (think mobile games) is also maturing. Rather than interrupting gameplay with video ads, audio messages play seamlessly in the background. This respects the user experience while maintaining high engagement rates – a win-win for both brands and gamers. How brands can adapt their omnichannel commerce strategies to meet consumers everywhere Actionable steps for brands in 2026 1. Seek podcast partners in the Spotify Partner Program Don't assume all podcast ad buys are equal. Advertisers can seek podcast partners enrolled in the Spotify Partner Program. Compare reach, CPMs, and conversion rates before reallocating material budget. Let data, not speculation, determine the split. The shift toward easier cross-platform distribution means partner networks are solidifying now. Lock in early if you find the right shows. 2. Consider a partner like iHeartMedia for a unified buy If you're looking for reach at scale, iHeartMedia owns both terrestrial radio and hundreds of digital podcasts—all in one central buying platform. They have a new partnership with TikTok creators, too, which opens up Gen Z distribution without fragmentation. Digital streaming may dominate music and podcasts, but AM/FM radio is still king for news and sports. Learn how to build it into a high-performing, full-funnel media plan. 3. Don't discount AM/FM Radio Radio captured an impressive 64% of ad-supported audio listening time among US adults in Q2 2025, per Edison Research, beating podcasts and streaming for time spent. If your brand's audience includes anyone outside the 18-34 bracket, radio deserves budget. Cost-per-impression is often lower than podcasts, and reach is enormous. At Exverus, we’re passionate about helping brands navigate these emerging channels to drive measurable results. Let’s explore how audio could amplify your next paid media campaign in 2026 and beyond. For more media buying tips, campaigns, and agency news, join our free weekly Paid Media Insights newsletter.

Efficiency KPIs aren't bad, but efficiency without effectiveness is just cheap media. If you've been measuring marketing and advertising campaigns by the same media metrics for several years — or if your analytics docs still have Google+ goals — it's time for an update. With data coming in from so many different channels and sources simultaneously, understanding the true impact of your media campaigns can be tricky. The goal of most ad campaigns is to drive sales, so the number of clicks or video views is inadequate if they don't lead to actual conversions. Why traditional marketing metrics fall short Traditional metrics like clicks, impressions, and view completion rates are now just distractions. ROAS and last-click metrics can be misleading because they capture a narrow slice of the journey, often overstating the role of addressable channels and understating long-term brand impact. This doesn't mean traditional marketing metrics are wholly meaningless. Clicks, impressions, and views are still indicators of reach and engagement, which do play a role in building brand awareness and nurturing customer relationships. But they should be complemented by advanced measurement strategies that provide a more in-depth understanding of your campaign's true impact on sales and overall business success. Traditional upper-funnel metrics like impressions and cost-per-mille (CPM) have served as foundational measurements in digital advertising, but they suffer from several key limitations: Measure potential exposure rather than actual engagement Don't account for viewability or attention quality Provide no insight into brand perception changes Can be artificially inflated by bot traffic and fraudulent activity Click to learn best practices for baking brand equity into your media planning & measurement from the outset. The hidden cost of efficiency as a KPI Efficiency feels fiscally responsible, but in media planning, it's often a trap. When marketers prioritize efficiency — CPMs, CPCs, lowest-cost reach — they often end up cutting quality. They end up with cheaper impressions, lower-impact placements, and less relevance; which means wasted budget. Efficiency isn't bad — but efficiency without effectiveness is just cheap media. It's tempting to optimize for what's easiest to measure instead of what actually grows the business. But, as WARC data proves out, performance marketing alone costs more in the long run because the brand becomes less memorable, creating the dreaded "doom loop." How can attention metrics improve your paid media campaigns, and are they worth the cost? Set SMART goals for all your media campaigns That trusty old mnemonic still holds water when it comes to planning your paid media campaigns for the upcoming quarter or fiscal year: Specific — Exactly what is your business objective? What specific marketing objectives will ladder up to it? What actionable items will you take to fulfill those objectives, and why? Measurable — If it gets measured, it gets managed. Determine the appropriate KPIs for each tactic and gather industry benchmarks so you know if your strategies are effective or not. Achievable — Are your goals realistic? It's good to aim high, but unrealistic goals set you up for unnecessarily negative results. Look at historical data and competitor analyses. Relevant — Will your campaign ideas effectively serve your short-term and long-term business goals? Are your metrics measuring the right variable? Time-Bound — Set clear parameters around the timing of your campaigns and check in midway. Measure short-term KPIs earlier and long-term KPIs later. When it comes to advertising, focusing too closely on short-term gains is like day trading — the quick returns might grab headlines, but they usually lack staying power. Sustainable business growth requires pairing performance with building brand equity, brick by brick, just like you'd invest in a retirement account. Establish KPIs for each touchpoint in the journey By choosing the right KPIs for each channel in your media campaign, you can evaluate whether your paid media investments are paying off and how to optimize them going forward. Top of Funnel — Brand lift, visibility, & attention metrics Brand awareness, consideration, and purchase intent Brand preference and message association Active attention time and viewability duration Scroll velocity, audio engagement, interactive events Note: Raw impressions and CPMs still have a role, but must be paired with quality signals. Brand lift studies illuminate the full sales impact of your performance media. Mid Funnel — Engagement & consideration metrics Average time on page, pages per session, video completion rates (VCR) Social media shares and saves MQLs, email engagement rates, newsletter subscription retention AI chatbot or calculator usage, sample/demo requests, wishlist additions Media (or marketing) mix modeling tracks the compounded effect of each channel down the funnel to long-term business growth. Lower Funnel — Conversion & revenue metrics Conversion rate, customer acquisition cost (CAC), ROAS Customer lifetime value (CLV) — the often-overlooked imperative A closer look: Customer Lifetime Value (CLV) The total revenue a business can expect from a customer throughout their entire relationship, minus the costs of acquiring and serving them. Think of it as calculating the long-term profitability of a customer relationship instead of focusing on one-time transactions. Gather marketing benchmarks for comparison To establish your campaign benchmarks, look at trusted third-party sources. Good metrics and benchmarks should derive from: Historical Data. Analyze past performance trends to set a baseline for future expectations. Your own data is always the most relevant starting point. Industry-Wide Data. Understand where you stand compared to competitors. Sources like EMARKETER, Nielsen, Numerator, and Statista publish reliable benchmarks by industry. Platform-Specific Benchmarks. Meta, Google, LinkedIn, and other media channels offer their own sets of benchmarks so you know what performance is typical in those environments. Partner/Vendor Guidelines. Useful, but remember there may be a conflict of interest — vendors often aim to portray high performance. Triangulate against independent sources. Media mix modeling or multi-touch attribution? Both serve important purposes. Learn which is best for analyzing your media campaign. Analyze and report The marketing benchmark analysis cycle begins with regular performance reviews where teams assess current metrics against industry standards using executive dashboards and team scorecards. During these reviews, conduct gap analysis to identify variances from benchmarks, which should be documented in structured variance reports. Use trend identification to spot patterns over time, displaying these in trend analysis reports that help contextualize current performance. Finally, translate insights into resource allocation and action planning, supported by ROI assessments and budget impact reports — creating a continuous feedback loop where reporting directly informs the next round of analysis and decision-making. At Exverus, we hold quarterly health checks with all our clients and provide quarterly business reports (QBRs) so they know exactly how their ad spend is performing. We're agile and nimble enough to quickly pivot or reallocate budget as needed mid-campaign. Exverus VP of Analytics Joshua Edelman contributed his expertise to this 2026 EMARKTER report about the state of MMM adoption. What is dual cadence measurement? CTR, ROAS, and CPM fluctuate constantly due to seasonality, creative fatigue, platform changes, and broader market dynamics. Most weekly swings are not strategy signals — they're media metrics noise. The metrics that actually indicate future revenue operate on a longer cycle: brand equity, consideration, share of voice. These are quarterly by design. Brand lift, MMM, and awareness tracking need time to become directional. Across our client base, we regularly see weekly signals contradict what longer-term measurement proves, so teams end up cutting the very investments that drive growth! The answer is to have two separate measurement tracks running; that's the dual cadence: Weekly check-ins for pacing and delivery, spend efficiency, creative signals, early indicators of issues Quarterly reports for brand lift and awareness, share of voice, CAC trends, MMM and incrementality Assign each KPI a timeline before launch - define what decisions it informs and when it will be read. And make brand health non-negotiable. Include at least one forward-looking metric in every QBR — awareness, consideration, or brand lift. Translate media metrics for the C-Suite Media still gets misread by the C-suite. Most media strategies are presented in terms marketers understand: impressions, reach, CPMs. But CFOs and CEOs speak a different language - one of margin, revenue, market share, and risk. Smart marketers know this and adapt. They frame media in business terms, not marketing metrics. They tie campaigns to top-line goals. And they get more buy-in, bigger budgets, and better results because of it. For your next executive presentation, rewrite one slide to frame media performance in C-suite terms. Replace a ROAS metric with an incrementality or brand lift metric. See what happens! Advanced measurement strategies may not guarantee a successful campaign, but they provide a more nuanced understanding of ad performance; and that nuance separates brands that grow from brands that guess.

A brand marketer's guide to one of the fastest-growing areas of digital media buying If you work in any area of digital marketing or advertising, you've certainly heard a lot of buzz around programmatic advertising (or programmatic marketing). But what does it really mean, and how's it any different from digital advertising? This quick but comprehensive guide to programmatic media buying will help you build stronger relationships with your media agency and make smarter paid media investments. What is programmatic advertising? What are programmatic advertising platforms? What are the benefits? What are the risks? Which media channels can be bought programmatically? Is Google Ads considered programmatic? What is the difference between digital advertising and programmatic? What is the role of first-party data in programmatic advertising? How is AI used in programmatic advertising? What is programmatic advertising? Programmatic advertising (or programmatic marketing) is a method of buying and selling digital media (ad inventory) in real time. Programmatic advertising is powered by AI and machine learning to power the auctions themselves, serve targeted ad experiences to consumers, and optimize towards KPIs for efficient marketing efforts. What are programmatic advertising platforms? The programmatic auction has two platform sides: demand-side platforms (DSPs) and supply-side platforms (SSPs). DSPs allow ad buyers, inclusive of media agencies (like Exverus), to bid on display, online video, connected TV (CTV), digital out-of-home media, audio, and rich media across multiple partners in milliseconds. Examples of DSPs include DV360, The Trade Desk, Yahoo, Nexxen, etc. Meanwhile, SSPs allow media owners and publishers to manage their advertising inventory efficiently. Examples of SSPs include Magnite, Google AdX / Ad Manager, PubMatic, and OpenX, among others. Thanks to Eskimi.com for this handy visual What are the benefits of programmatic advertising? Precision Targeting: Programmatic allows you to target specific audiences based on various criteria such as demographics, interests, and behavior. This precision targeting allows advertisers to reach the right people, at the right time, with the highest likelihood to complete the desired outcome (purchase, video view, download, subscription, etc.) Real-time Optimization: With programmatic, you can adjust your ad campaigns in real time based on a suite of performance data. This flexibility and ability to learn delivers better results, such as higher click-through rates or conversions. Efficiency and Cost-effectiveness: Programmatic advertising automates the ad buying process and provides transparency and efficiency. Additionally, the ability to target specific audiences and outcomes reduces wasted ad spend, making advertising campaigns more cost-effective. Access to Premium Inventory: Programmatic platforms often have access to a wide range of ad inventory (and always expanding), including premium placements on popular websites and apps. This access allows advertisers to reach target audiences across a variety of channels with added visibility, control, and opportunity to optimize towards the most successful tactics and placements. Data-driven Insights: Programmatic advertising provides detailed data and analytics on campaign performance. This information can help advertisers understand their consumers better and make informed decisions for future campaigns. Cross-device Targeting: Programmatic advertising reaches people across multiple devices, including desktops, mobile devices, and connected TVs. Brand Safety & Suitability Controls: Programmatic platforms offer tools to ensure ads are displayed in brand-safe environments pre- and post- bid. These parameters can help protect a brand’s reputation by avoiding ad placement on inappropriate sites or within unsuitable content. High quality media placements yield stronger results. A performance-minded guide to planning and measuring streaming TV ads on a midsized budget What are the risks associated with programmatic advertising? Complexity and Fragmentation: The programmatic advertising ecosystem is complex and fragmented, with multiple platforms and technologies involved. This can make it challenging for advertisers to navigate and optimize their campaigns effectively without a strategic investment and activation strategy in place. Ad Fraud: One of the biggest concerns with programmatic advertising is ad fraud, where bots or made-for-advertising (MFA) websites generate fake ad impressions. This can lead to wasted ad spend and reduced campaign effectiveness, but there are many ways to protect brands from this risk. Lack of Transparency: Without proper oversight and transparency, programmatic advertising may seem like an opaque ad buying process, but actually allows for increased transparency and control vs. traditional advertising buying practices. The best way to maximize the benefits and minimize the risks of programmatic buying is to work with a seasoned media agency that specializes in media planning and data analysis across the ever-changing traditional and digital media landscape. It's okay to feel concerned about safety in programmatic - here's a guide to keep your brand protected throughout the supply chain. Which media channels can be bought programmatically? Programmatic platforms can be used to buy media across a variety of channels, such as: CTV: Connected TV devices, such as smart TVs and streaming devices, allowing advertisers to reach audiences watching streaming content. Over-the-top (OTT) video content is often included in this category. Display Advertising: This includes standard display banner ads, rich media ads, and native ads that are displayed on websites and apps. Video Advertising: This includes pre-roll, mid-roll, and post-roll video ads on YouTube and other video streaming services. Optimal video ads are between :06-:30s for digital advertising. Mobile Advertising: Includes all mobile devices, smartphones, and tablets, across apps and mobile websites. Social Media Advertising: Social media platforms offer similar buying platform options for ads, allowing advertisers to target specific audiences on platforms such as Meta (Facebook/Instagram), TikTok, Snapchat, and LinkedIn. There are also ways to connect social and programmatic activations for continuity in digital advertising campaigns. Audio Advertising: Audio ads that are played on streaming services, podcasts, and other audio platforms. Digital Out-of-Home (DOOH): Some DOOH providers offer programmatic buying options, allowing advertisers to purchase ads displayed on digital billboards, screens, and signage -- for example, Vistar and Place Exchange. Buying digital out-of-home media programmatically offers stronger ROI, more precise targeting, and easier measurement than ever before. Paid Search: While not traditionally considered part of programmatic advertising, some platforms offer programmatic buying options for search ads, allowing advertisers to bid on keywords in real time and can connect to other media types for optimization and continuity. Retail / e-Commerce: Includes on and offsite retail media networks, e-commerce digital shelves, and purchase data and trends that can be used for enhanced audience targeting and measurement for online and offline sales. Is Google Ads considered programmatic? Yes! Google’s Display & Video 360 (DV360) platform allows advertisers to programmatically target specific audiences, buy ad inventory across a wide range of channels, and optimize campaigns in real time. But here at Exverus, we're more of TTD (The Trade Desk) shop. As a TTD Preferred Partner, we're able to negotiate the best deals possible that brands couldn't get on their own. What is the difference between digital advertising and programmatic advertising? Digital advertising is a broad term that encompasses any form of advertising delivered through digital channels, such as websites, social media, mobile apps, and search engines. It includes both traditional direct buying and programmatic buying. Programmatic advertising is a specific method of buying and selling digital ads that uses automation and data to optimize targeting and campaign performance. CTV is now a performance channel. Learn how best to integrate shoppable ad units into a full-funnel media plan. What is the role of first-party data in programmatic advertising? Programmatic buying is all about precisely targeting the right audience segments with the right advertisements, so understanding your audience deeply is essential. First-party data is information collected directly from a brand’s customers. This is the most valuable data because it is unique, relevant, accurate, and in most cases only available to that brand. First-party data is sourced from website behaviors, purchase history, surveys, contact forms, etc. and can also be referred to as CRM data. Comparatively, third-party data is publicly available and comes from other external sources. First-party data enables strong audience builds to implement strategies and tactics within advertising campaigns (re-engagement/retargeting, suppression, modeling/lookalike etc.) (As a side note, zero-party data is information that a current or potential customer has willingly and actively offered, though this is sometimes used interchangeably with first-party data.) In addition to audience targeting, advertisers can also use first-party data for personalized messaging, retargeting, measurement & attribution, and revenue growth. How is AI used in programmatic advertising? Long before AI became a cultural phenomenon, it was the engine driving programmatic advertising platforms through advanced machine learning. AI-powered algorithms analyze vast amounts of data to identify patterns and trends in user behavior – that data is used to create highly targeted audience segments based on demographics, interests, and online behavior, as mentioned above. As AI technology evolves and advances, so too, will its media buying capabilities -- but it’s not there yet. Media platforms tout their AI-powered ad buying tools, but a proper team is still needed to stitch them together into an effective, omnichannel plan. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

With third-party cookies on life support, it's imperative that brands target audiences based on the media they consume, not personal data. The media buyers at Exverus always consider context when targeting consumers. Why contextual advertising impacts ROI The ad industry has been studying the effects of context since 1958, but many marketers have shrugged it off like a task they'd get around to eventually. That era just ended. With third-party cookies on life support and privacy regulations tightening globally, contextual advertising isn't just timely - it's table stakes. But convincing your CFO requires answering one simple question: "Does contextual advertising deliver measurable ROI for brand campaigns?" The answer is yes, but not reasons you might expect. Unlike performance campaigns where you can draw a straight line from click to conversion, brand campaigns operate on a longer timeline and require more sophisticated measurement. Contextual advertising fits naturally into this framework because it influences brand perception at scale without relying on invasive tracking. Research from Integral Ad Science (IAS) shows that contextually aligned ads deliver a 23% increase in detailed ad recall and a 27% boost in recollection of broader brand narratives. Furthermore, research shows contextual ads are 50% more likely to be clicked on, and they deliver 30% higher conversion rates. Why? When ads appear in content consumers already care about, they inherit that positive attention. When ads align emotionally and cognitively with surrounding content, they feel helpful, rather than intrusive. Many brands know intuitively that reaching audiences in relevant content environments matters, but translating that intuition into budget justifications requires data - not just vanity metrics, but true impacts on the business. Here's how. Key metrics that demonstrate ROI Brand lift A properly structured brand lift study measures whether your contextual placements are actually moving the needle on awareness, consideration, and purchase intent. We've seen contextual campaigns deliver brand lift increases ranging from 5% to 25% depending on category, creative quality, and media mix. The key is using test-and-control methodology to isolate the impact of your contextual placements from other marketing activities. A scientific approach to measuring paid media's impact on actual business growth Viewability & Attention Because contextual ads appear in relevant content environments, users are already engaged with related topics—they're not being interrupted mid-scroll through unrelated content. Industry benchmarks show contextual placements often achieve 5-15 percentage points higher viewability rates than behavioral targeting, with some premium publishers seeing viewability rates above 80%. More importantly, attention metrics (measured through eye-tracking or engagement proxies) tend to be stronger when the ad aligns with the content context. Cost-efficiency Contextual advertising typically delivers 10-30% lower CPMs than behavioral targeting, especially on premium publisher inventory. Why? Because you're not paying the "audience tax"—that premium charged for highly specific behavioral targeting segments. Lower CPMs mean your brand campaign budget stretches further, achieving more reach and frequency within the same investment. Cross-channel attribution Contextual advertising rarely operates in isolation, and its impact often shows up in downstream channels. We've tracked significant increases in branded search volume (15-40% lift is common) following contextual brand campaigns, along with measurable improvements in direct traffic and organic social engagement. Eliminating data silos and maximizing visibility into the customer journey is crucial to understanding how your omnichannel campaigns are performing. MMM can track the impact of upper-funnel, brand-building tactics on sales performance downstream. Examples of contextual targeting The Chosen meets viewers where they already watch For 2025's The Chosen: Indie Streams to Big Screens campaign, Media Director Anna Elema and her team gathered insights about their target audience using market research tools like MRI Simmons. Then, they determined the media mix based on channels the typical consumer of that profile already frequents, rather than relying on identifiable data from the consumers themselves. At the end of the campaign, the Analytics team partnered with DISQO for a cross-channel brand lift study to capture the impact of paid media across Search, Social, CTV, Audio, and others holistically. The study showed a +5.6% brand lift, or a staggering 4.6x the industry standard! This client was an indie production with a limited budget, so we couldn't waste a dollar appealing to irrelevant audiences. Contextual targeting helped us efficiently reach viewers in brand-safe environments they already trust and enjoy. Exverus VP Tasha Day explains the award-winning strategy that sold $5MM at the box office Premier Protein teases premium recipes in Pinterest One of Exverus' largest clients, Premier Protein, knows well the power of social media advertising and social commerce, but platforms like Instagram and TikTok are saturated - it's hard to stand out! Pinterest, by contrast, is more niche and specifically interest-based. Users visit Pinterest actively hoping to be inspired, learn new things, and discover new products. As part of an ongoing, integrated media strategy, the Premier Protein team at Exverus took over the Pinterest homepage and search page with dayparted recipe videos to catch coffee drinkers in the morning and fitness enthusiasts later in the day. The results? Reach that exceeded Pinterest's CPM standard by 14% and Engagement that outperformed benchmarks by 8%! Click to see more Premier Protein activations on Pinterest Seedtag explodes awareness & consideration for Colgate Click to see more of Seedtag's campaign case studies Switching gears now: An ad-tech vendor we work with, Seedtag, illustrates how contextual advertising maximized brand awareness and positive perception for Colgate Plax mouthwash. Seedtag deployed its custom Contextual Impact Display, Contextual Branded Video, and Contextual Engagement Display formats against online content related to wellness, lifestyle, sports, and health that Colgate users enjoy. The ad units felt informative, rather than disruptive. As a result, brand favorability spiked 44%, and purchase consideration lifted 12% among Colgate's target consumers. Seedtag's cookie-less solutions drove measurable impact on the brand's sustained growth. Brush up on the basics of programmatic advertising with real FAQs from marketers. Final Note Consider multidimensional alignment: Match not just the topic but the emotional tone, energy level, and cognitive environment of the content your ad runs against. A funny ad in a sitcom only works if humor connects authentically to your brand story. For more media buying tips, agency news, and case studies, subscribe to our weekly Paid Media Insights newsletter.

How our retail media and e-commerce experts build cohesive shopping experiences that meet audiences everywhere We've said it before -- kill the funnel! The linear sales funnel is now obsolete, as the path to purchase is complex. Consumers weave between physical stores, websites, apps, and social platforms with increasing fluidity. For brand marketers and advertisers, this presents both a challenge and an opportunity: how can you create cohesive, compelling experiences that meet potential consumers wherever they are? Download our original report here The difference between unified commerce and omnichannel Unified commerce (UC) represents the natural evolution of omnichannel strategies. While omnichannel focused on consistency across touchpoints, unified commerce takes this further by integrating backend systems to eliminate silos and create truly seamless experiences. UC allows us to manage optimizations, implement automation, report data, and more all in one platform or tech stack. This shift isn't just about technology; it's about fundamentally reimagining how brands connect with consumers. The importance of unified commerce for brands Customer acquisition Shoppers don't think in siloes or channels. A 2024 report by Coresight Research (the official research partner of Shoptalk) showed that 65.8% of US consumers use multiple channels (such as online or in-store) to some degree when shopping. Winning brands need to understand their target consumers' habits in multiple areas of life and reach them at multiple, connectible touchpoints. Loyalty and retention Conventional marketing wisdom says that customer loyalty lives in CRM and email, but advances in first-party data collection are changing that. In 2026, smart brands use paid media as retention infrastructure, not just acquisition. This could look like retail media targeting existing customers (i.e. Amazon's Brand Tailored Promotions, Walmart Connect's shopper segments); paid social suppression & loyalty sequencing; and programmatic retargeting laddered to customer lifetime value. Paid media platforms are building retention strategies into their infrastructure, but most brands are still under-utilizing them. Build more effective media plans Collect insights from everywhere your consumers engage with brands and build a clear data narrative in order to develop more effective media plans in the future. Learn how your brand can show up in generative AI product recommendations to consumers. How to build a unified commerce strategy Invest in unified tech stacks Work with commerce platforms and marketing technology providers that offer integrated solutions. Look for partners that can connect the dots between physical retail, e-commerce, social commerce, and marketplaces. At Exverus, we use Skai to manage our e-commerce search efforts for the Amazon, Walmart, Sam's Club, Instacart, Target, and Kroger retailers. Other platforms include Salesforce, Adyen, and Kibo. Follow the customer, not the channel Structure your marketing plan around audience segments, rather than channels. This approach keeps the focus on delivering value to specific audiences regardless of where they engage. Use mobile as the connective tissue Mobile is often the bridge between physical and digital experiences. Prioritize mobile strategies that enhance discovery, consideration, and conversion across environments. Build measurement frameworks that cross channels Develop attribution models that account for the complex, non-linear customer journey. Focus on understanding touchpoint influence rather than siloed channel performance. Challenges to consider Data fragmentation Bringing together in-store, online, and offsite behaviors requires significant investment in infrastructure and strategy. Many brands struggle with legacy systems that weren't designed for cross-channel integration. Privacy and trust Consumers want personalization but are increasingly wary of how their data is used. Transparency and compliance will be critical as privacy regulations evolve and consumer expectations shift. Relevance at scale Delivering contextual, effective ads without overwhelming consumers or violating their privacy is a delicate balance. Brands must find ways to be present without being intrusive. Read here The path forward The brands that will dominate aren't just connecting channels; they're obliterating the boundaries between them completely. Your consumers are already living in a unified world. They're swiping from TikTok to Amazon to your site to a physical store without blinking. If you're still thinking in terms of "digital strategy" versus "retail strategy," you're already dead in the water. The real question isn't whether you'll adopt unified commerce, but when. Will you be the brand that sets the standard, or the cautionary tale that couldn't keep pace? For more ad buying news and tips, join our free, weekly Paid Media Insights newsletter.

Exverus by Brainlabs' deep experience with growth-stage CPG brands earned the business after a competitive pitch Media planning & buying for Right Guard will be directed by Shelby Dolan, who also runs the New Belgium Brewing account. Exverus by Brainlabs has been selected as the media agency of record for Right Guard deodorant, owned by Thriving Brands. The scope of work covers omnichannel media planning, buying, and measurement — with a mandate built around making a challenger brand compete smarter, not just louder. The Challenge: Earning attention in an outspent category The deodorant category is among the most competitive in consumer packaged goods. Global conglomerates command massive budgets, and a wave of high-spending startups has made shelf space (physical and digital) increasingly expensive to capture. Right Guard, a brand with decades of consumer equity, enters this environment with a clear-eyed understanding of its position. "Right Guard has deep consumer equity, but we're vastly outspent in today's deodorant category dominated by global conglomerates and high-spending startups," said Peter A. Olson, Senior Director of Marketing at Thriving Brands. "Exverus' challenger-brand playbook was a great fit for where Right Guard is headed." Exverus has refined that challenger playbook growing across brands facing similar situations, where budget alone doesn't determine who wins. Why choose Exverus as a media agency Thriving Brands evaluated Exverus specifically for its strategic rigor and what it calls an impact-focused measurement framework: a methodology designed to trace media spend to meaningful business outcomes, not just impressions. For a brand that needs every dollar to outperform, the ability to identify white space — underpriced audiences, underutilized channels, moments the competition has overlooked — was non-negotiable. "We knew going in that we'd have to earn attention rather than buy it. That takes a partner like Exverus who is willing to get scrappy and find white space," Olson continued. "Their strategic rigor and impact-focused measurement framework delivered a plan that makes our media dollars work harder than the competition." That orientation — finding leverage rather than adding spend — sits at the core of how Exverus approaches full-funnel planning. Brand and performance aren't treated as separate work streams. They're designed to reinforce each other at every stage of the funnel. Learn how we balance brand & performance media under one scientific brain. Who's leading the work The Right Guard account will be overseen by Shelby Dolan, Media Director at Exverus. Dolan also leads media strategy for New Belgium Brewing and Bell's Brewing, bringing proven experience with consumer brands navigating competitive, culture-driven categories. What this means for Right Guard For a heritage brand reclaiming relevance, this partnership is less about media volume and more about media precision. Exverus will develop an omnichannel plan built around where Right Guard's target consumers actually spend attention — and where the brand can win without simply matching competitor spend dollar for dollar. Exverus by Brainlabs works with challenger brands and category leaders alike, building media strategies grounded in data, accountability, and the belief that smarter always beats louder.

We made Premier Protein the top-selling item on Prime Big Deals Day twice - but how could we hold onto our top spot in 2025? The Challenge Premier Protein (PP) had been a category leader in the past, but in 2025, our market position was in real danger. The protein craze in America brought a stampede of challengers nipping at our heels; marketing budgets were being slashed across the board, and brand loyalty was at an all-time low among Millennial and Gen Z consumers. The old playbook wouldn’t work anymore - we needed to think of something truly innovative if we were going to win without increasing budgets. From July-September 2025, we were challenged with staving off the competition, driving immediate sales, and refreshing the PP brand’s image with a new logo and seven new product launches. Instead of replicating old tactics, we tested new ones. Our media plan had three main objectives across the funnel, each with distinct KPIs: Build Equity: Lift overall brand awareness among target audience +7pts or more Test Social Reach innovation, aiming for 10% more efficient video views than concurrent Meta campaign Increase July’s Prime Day sales by at least 20% YoY We targeted everyday health enthusiasts and fitness-seekers, plus GLP-1 users in need of daily protein. The Social Reach Solution Paid Social had always been a strong mid-funnel performer for PP, but in a year when TikTok’s future in the US hung in the balance, and global social media use plateaued, we couldn’t rely on social platforms’ off-the-shelf tools – we invented new ones. Exverus VP of Planning & Strategy Tasha Day oversaw the campaign build, and VP of Performance Marketing Hillary Kupferberg pioneered an adtech collaboration: We partnered with video ad-tech provider SeenThis to develop a first-to-market ad unit called Social Reach, which takes a brand’s existing vertical video assets and spreads them across SSP PubMatic’s premium open web Display slots. This would deliver our top-performing social videos beyond the walled gardens with lightning-fast speed, using adaptive streaming technology. If it worked, it could exponentially increase our reach at no additional creative cost. Meta, TikTok, and Pinterest would run as part of a larger, omnichannel plan that included CTV, Audio, Search, and Retail Media. Results When it came time for quarterly reports, the halo effect created by our social-centered strategy blew us away. Exverus VP of Performance Marketing Hillary Kupferberg initiated the partnership with SeenThis to develop Social Reach at no additional production cost. Our Social Reach test achieved 3.3MM more completed video views than the Meta Ads running during the same period, at half the cost of Meta’s benchmark ($0.03 per click vs. $0.06) - in other words, Social Reach outperformed Meta by 50% efficiency! At the bottom of the funnel, July’s Prime Day campaign delivered exceptional results, achieving a remarkable +31% increase in daily sales average compared to 2024 and an impressive 4.85x return on incremental investment. These outstanding results underscore the power of coordinated paid media strategies during high-stakes retail events. And yes, Numerator confirmed Premier Protein shakes were the #1 selling product on Prime Day for a third straight year! For more media tips, campaign case studies, and industry analyses; subscribe to our free Paid Media Insights newsletter here.

Boutique fitness franchisor appoints Brainlabs for full-funnel media planning and performance across its portfolio of brands. APRIL 28, 2026 (LOS ANGELES, CA) -- Xponential Fitness, the global franchisor behind boutique fitness brands Club Pilates, Pure Barre, Yoga Six, StretchLab and BFT, has appointed Brainlabs as its media agency of record. The scope covers full-funnel brand strategy, media planning and buying, and performance analysis. The account will be managed by Brainlabs' Los Angeles-based team. Xponential and Brainlabs share a commitment to integrating technology and scientific rigor into everyday operations. Xponential's XPLUS program delivers fitness classes digitally for at-home or on-the-go accessibility, while Brainlabs' proprietary technology platform, Cortex AI, optimizes media strategy at speed and scale. "We chose Brainlabs because they're ahead of the curve in terms of technical expertise. Their spirit of 'growing but still boutique' is just like ours, so it's a perfect fit." - Mike Nuzzo, CEO at Xponential Fitness The partnership's first national campaign, "Every Body Club Pilates," sought to expand the brand's audience by highlighting diverse body types and making Pilates feel approachable to anyone. Future efforts will extend this approach across Xponential's portfolio, offering more classes in-studio and online with highly trained instructors and industry-grade technology. "We launched the 'Every Body Club Pilates' campaign in record time. It's a testament to the agility of our team and the speed our technology allows for." - Vanessa Pinzon, Media Director at Brainlabs Work is already underway across the Xponential portfolio. About Xponential Fitness Xponential Fitness, Inc. (NYSE: XPOF) is one of the leading global franchisors of boutique health and wellness brands. In partnership with its franchisees and master franchisees, Xponential offers energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations throughout the U.S. and internationally, with franchise, master franchise and international expansion agreements in 49 U.S. states, Puerto Rico, and 28 additional countries. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one-on-one and group stretching services; YogaSix, the largest franchised yoga brand in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and the largest Barre brand in the United States; and BFT, a functional training and strength-based program. For more information, please visit the Company’s website at xponential.com. Follow on LinkedIn. About Exverus by Brainlabs Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com. Follow on LinkedIn | Instagram | YouTube Please direct all press queries to michelle.andrade@exverus.com.

Why podcasts, streaming ads, and programmatic audio are essential marketing channels—and how to buy them efficiently TV commercials, radio spots, social and video ads can worm their way into a listener's ears (if they weren't paying attention before!) and stay in their memory long afterward. (How easily could you recall the "Nationwide is on your side" jingle?) Creating excellent audio ads is part of building your brand's identity as well as selling your product. Learn more about the impact and best practices of audio advertising below. Why is audio advertising effective? How can audio ads build a brand? What are best practices for audio advertising? Why is audio advertising effective? Audio ads have the ability to capture and hold the listener's attention. When people are engaged in audio content, such as streaming music, podcasts, or radio, they are more likely to pay attention to the ads that play during those moments. In fact, research shows that audio ads boost brand recall by 24-45% on average, significantly higher than many other media channels. Another reason audio advertising is effective is the ability to reach well-targeted audiences. With the rise of streaming services and digital radio, advertisers can target specific demographics, interests, and behaviors, ensuring that their message reaches the right audience at the right time. This precision targeting can lead to higher conversion rates. On the backend of campaigns, audio platforms provide detailed analytics, allowing advertisers to track the performance of their ads and refine targeting, messaging, and overall ad strategy for better results. Learn the latest partnerships, features, & best practices for digital and traditional audio advertising in 2026 and beyond. How can audio ads build a brand? Audio ads can thoroughly convey a brand's message, values, and identity. Repeated exposure to a consistent audio branding strategy helps reinforce brand recognition and recall. When consumers encounter the brand later, they are more likely to remember it due to the familiarity established through audio advertising. There's a reason brands pay top dollar for podcast host-read ads. By associating itself with a listener's favorite podcast hosts, musical artists, or radio shows, a brand can gain credibility and relevance among its intended demographic. Omnichannel is everything: Audio advertising can be part of a larger multichannel marketing strategy, reinforcing the brand's messaging across various platforms and touchpoints, such as social media, video, and print. Direct vs. Programmatic: How Should You Buy Audio? Here's where the buying approach matters. Historically, audio inventory was purchased directly through platforms like Spotify or iHeartRadio. But today, the vast reach and effectiveness of audio advertising can now be matched with the efficiency of programmatic buying. Programmatic audio advertising is the process of buying audio inventory (radio, streaming music apps, podcasts, etc.) through automated means using a demand-side platform (DSP) and a supply-side platform (SSP). Audio SSPs include Spotify and iHeartRadio, and audio DSPs include Basis Technologies and SmartyAds. A good media agency has partnerships with various ad tech vendors to get your brand the most functionality for the least investment possible. According to data from EMARKETER, digital audio ad spend in the US alone is expected to grow by nearly 44% from 2023 to 2027—and programmatic buying is leading that charge. What are the advantages of programmatic audio advertising? A. Unparalleled reach and engagement Audio is an intimate medium. People listen to music and podcasts while they're driving, cooking, or exercising – it's a part of their daily routine. If your brand can reach listeners while they're engaged in daily activities and listening to content they already enjoy, they'll likely receive and recall your message in a positive light. And you may be surprised to know that the majority of audio listeners are not paying for the premium, ad-free versions! B. Contextual targeting Programmatic buying goes beyond basic demographics. You can target listeners based on specific content genres, interests, and even the time of day they're most likely to be listening. Imagine reaching fitness enthusiasts during their morning workout session or targeting foodies while they tune into a cooking podcast. This level of contextual relevance ensures your message resonates deeply with the audience, maximizing its impact. C. Retargeting and amplification By leveraging insights gleaned from audio campaigns, you can retarget listeners in an omnichannel marketing strategy. For instance, a listener engaged with a sports podcast ad can be retargeted with social media ads or CTV commercials highlighting your brand's athletic wear or sports drinks. This creates a halo effect, reinforcing your brand presence across various touchpoints and driving conversions. D. Data-driven campaign optimization In the age of privacy regulations and the decline of third-party cookies, programmatic audio offers a valuable solution. It empowers brands to collect first-party data and track campaign performance metrics with precision. This data allows you to optimize campaigns in real-time, ensuring your budget is maximized and your message reaches the most receptive audiences. Best practices for audio advertising Don't just list your product's features; tell your story. Audio ads can tell compelling stories that resonate with listeners. Narratives can illustrate the brand's values, history, or mission, making it more relatable and humanizing the brand. Google recommends using a consistent tone and tempo. For 30-second ads, aim for 55-75 words. And be conversational! A friendly tone helps listeners smoothly transition between entertainment content and ads. Finally, Spotify Audio Ads recommends employing "a combination of background music and sound effects to instantly conjure a mood and give context to your core message." The bottom line Every single one of your target consumers is likely listening to something – music, podcasts, audiobooks – every day. With programmatic audio buying, the right ones can hear your message, too. The professional media buyers at Exverus do audio advertising for brands directly and programmatically every day. If you have questions or thoughts about how best to get a brand into consumers' ears, drop us a comment below. We'd love to hear from you! This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.