When it comes to loyalty, think long-term, not last-click Key Takeaways Fewer than 1 in 4 customers say genuine brand affection is why they stay loyal — Razorfish research calls this gap the "loyalty deficit," and it's built on function (product, checkout, price, switching cost), not points. First-party data captured during a tentpole campaign has a short shelf life; brands that build segmented retargeting and lookalike audiences in the first 14 days after a spike outperform those who wait for the quarter-end report. Retail media networks (Amazon, Walmart Connect, Sam's Club Connect) already have the infrastructure to treat existing customers differently from prospects — most brands are paying for that capability without activating it. Media mix modeling is shifting from a rearview-mirror reporting tool to a forward-looking decision engine, but only 28% of marketers say their org is effective at turning MMM insights into action — and retention is the KPI most often left out of the model until it's too late. There’s a self-serving story many marketers tell themselves: that repeat customers keep coming back out of genuine affection for the brand. But new research from Razorfish shows that fewer than 1 out of 4 customers agree. That gap is called the loyalty deficit, and it’s costing brands more than they know. What drives customer loyalty in 2026? The answer is less romantic and more pragmatic than brands might think: whether the product works whether checkout is painless whether the price makes sense, and whether switching to a competitor feels like effort they don't want to spend. Discounts haven't lost their pull, but they've become the baseline, not the differentiator. According to the Razorfish data, the benefits gaining ground now are things like: getting first access to a drop being treated like a VIP, or receiving support during an actual day of need, not just a birthday email. Loyalty, in other words, is being built more in how a brand treats people when it counts than in how many points they've stacked up. And that value doesn't have to live inside one brand's four walls, either. More than half of consumers say the strongest perks are the ones that work across categories entirely — a coffee loyalty program that also gets you airline miles, or a coalition wallet like Fetch that pools value across retailers. That's real headroom for challenger brands that can't out-discount a category leader but can out-partner one. One word of caution: as brands lean on AI to personalize these experiences, execution quality matters. Razorfish's research found that AI can just as easily damage the relationship as deepen it — the differentiator is whether the technology still feels like it's coming from a person who gets you, not a script or a bot. The Habit x LA Dodgers partnership is an excellent example of instilling brand loyalty by integrating into a city's culture. Read how we did it! How can I build customer loyalty into a media plan? Audit your loyalty program against the "loyalty deficit" lens — are you offering tangible, functional value, or leaning on brand-affinity messaging consumers don't actually credit? Gather first-party data and turn it into long-term loyalty. Pilot one soft-perk benefit (early access, VIP service recovery, a milestone-adjacent empathy touch) alongside your existing discount structure. Evaluate one cross-brand or coalition partnership opportunity that could extend perceived value without eroding margin. How to preserve consumer attention post-campaign Your tentpole media campaign brought you something valuable: real first-party data captured at a moment of high intent - who clicked, on what product or category, in which channel. It’s the accuracy of that data, not just the volume of it, that makes first-party data so useful for precise retargeting and lookalike modeling as third-party cookies degrade. We know loyalty initiatives need to go beyond points and create memorable experiences consumers really care about. But that starts with what you do in the two weeks right after the spike. Day 0-1: Build the custom audience before the spike cools. Push spike-engaged users (site visitors, retail media ad clickers, DSP-served impressions) into a dedicated retargeting segment in your DSP, split by product or category clicked - not one blended pool. A blended audience gets generic creative; a segmented one gets creative aligned with what they actually looked at. Day 2-5: Retarget on the channel where intent was highest, then layer DSP and paid social around it. Sponsored search on Amazon or Walmart converts the highest-intent segment fastest; DSP Display and Paid Social extend reach to the browsers who didn't purchase yet. Day 5–7: Build the lookalike in parallel, not after. Use the same spike segment to seed a prospecting lookalike audience. The point about first-party data accuracy applies directly here: a lookalike built off real, spike-captured behavior outperforms one built off broader historical data. Day 7–14: Shift paid budget from spike-segment retargeting to loyalty-program promotion. This matters because willingness to trade data for value is real and growing. Deloitte's research found that 89% of Gen Z and 87% of millennials surveyed are willing to share personal information in return for more personalized offers or experiences. This is the window to promote loyalty or rewards incentives tailored to each segment and the category they engaged with, not a generic program ad to everyone. A one-night event and a month-long tournament are fundamentally different math problems — here's how to plan for each. Retail media: The overlooked loyalty channel Retail media networks (RMNs) have loyalty infrastructure already built in: Amazon's Brand Tailored Promotions, Walmart Connect's shopper segments, paid social suppression and sequencing, and programmatic retargeting all let you treat existing customers differently from prospects, inside the same media buy you're already running. And Walmart’s recent restructuring, which aligns Walmart Connect with Sam’s Club Connect for shared capabilities, champions the membership model as a persistent, relationship-based view of customers rather than a series of one-off transactions. It means retailers can now see not only what a customer bought, but what ads they were exposed to, how they engaged, what they did next, and how their patterns emerge over time. These first-party data points form the foundation for repeat purchases and lifetime value, not just campaign-level ROAS. That’s golden for brands, as RMNs are quietly becoming loyalty engines informing long-term brand equity, not just immediate performance. If your team is still treating every impression as a single-touch acquisition moment, you’re paying for infrastructure you’re not using. How can I build customer loyalty using retail media networks? Start with a customer analysis that compares the cost and value of acquiring a new-to-brand customer against the cost and value of retaining a brand loyalist. From there, identify which paid media channels in your current mix are being used exclusively for acquisition, and map out retention audiences that could be activated instead. Apply a framework for sequencing paid media touchpoints to existing customers based on purchase history and lifetime value tier, rather than treating all retargeting as one undifferentiated pool, and evaluate ]the RMN's closed-loop measurement capabilities to ensure no retention-focused spend is left on the table. Predictive analytics and big-picture insights make marketing mix modeling tools invaluable to brand marketers of all industries in 2026 and beyond. Media mix modeling (MMM) as loyalty engine Most teams treat media mix modeling (MMM) as a rearview mirror: run the campaign, wait for the quarter to close, then let the model tell you what worked. But EMARKETER's Media Mix Modeling Trends 2026 report (to which Exverus's own VP of Analytics Joshua Edelman contributed) confirms that gap is now the industry's biggest measurement constraint. MMM is evolving from a reporting tool into a decision engine, but most marketers aren't ready for that shift. Only 28% of marketers say their organization is very effective at converting MMM insights into action! That's likely because they’re thinking of MMM after a campaign, rather than before. EMARKETER's report shows marketers running MMM reports sporadically instead of timing them strategically. EMARKETER'S report shows marketers running MMM reports sporadically, instead of timing them strategically. The mismatch shows up hardest in customer retention strategies. Acquisition spend gets modeled aggressively because the feedback loop is fast. Retention rarely gets the same treatment — the payback is slower, the attribution murkier — so it gets planned by instinct, or worse, left out of the model entirely until someone asks why churn spiked after a tentpole event. That's backwards. As EMARKETER reports, the optimal modeling cadence depends on the decision being made, which means if retention is a KPI you’re seeking in Q4, it needs to be in the model before Q4, not reconstructed from Q3's numbers after the fact. Before you build your holiday retention budget, model it. Before you brief your loyalty program refresh, size it against your other channels in the same tool you'd use to defend a paid social increase. MMM done right doesn't just tell you retention worked — it tells you how much to put behind it before you needed it to. How do I model customer retention strategies in MMM? Add retention/loyalty as a standing line item in your MMM inputs now, ahead of Q4 planning — not as a post-hoc addition. Set your modeling cadence to match your decision calendar: quarterly retention decisions need quarterly-relevant model inputs, not just annual reporting. And require a documented expected payback for loyalty spend the same way you would for any acquisition channel — no more "soft" budget lines. For more media buying tips, campaigns, and agency news; subscribe to our weekly Paid Media Insights newsletter here.

It's not all backpacks and pencils; any CPG brand can get in on the spending frenzy. Creators, Coupons, Click-and-Mortar shopping drive back-to-school sales in a year of uncertainty It's almost time for the kids to head BTS (back to school)! *Hold for applause* Beyond being the "most wonderful time of the year" for parents, it presents an incredible opportunity for a midyear revenue bump for brands of all types, not just folders and notebooks. So, how do you build a campaign that converts? Let's answer some... FAQs about back to school media planning: When should we start running back-to-school campaigns? Should we target parents or kids? How should we allocate budget between media channels? How do we compete with Amazon's dominance in the BTS space? How do we track the impact of upper-funnel awareness on lower-funnel conversions? When should we launch back-to-school media campaigns? Start in early summer and keep going. The back-to-school season is a quick flash in the pan. Many consumers decide on purchases weeks before school actually starts, so don't wait too long to launch your campaigns. In 2026, the National Retail Federation reported that 32% of shoppers had started their back-to-school shopping by early June, up from 22% just two years ago! But don't cut it short, either! Different states start school in different months. And some families wait to get teacher supply lists or class schedules to buy supplies, so last-minute deals are a key component of the season. Stay active through September! Should we target parents or kids separately? Consider parents' challenges and concerns when sending their kids back to school. After all, kids aren't the only ones with new schedules in the fall! Parents and caregivers adjust their weekday routines, too, so your messaging should reflect this. New solutions to save time or energy will surely be appreciated! For food and beverage brands, parents need on-the-go convenience for rushed breakfasts, packable lunches, dinner between practices, and car snacks. Brands that offer prepared or pre-cooked meals, ingredients that speed up or simplify the feeding process can capitalize on parents' needs through their messaging. Over half of millennial parents say their kids influence their back-to-school purchases (relatable content right there). While much of your content should center on explaining to parents why your product should be their go-to, don't forget about co-viewing media opportunities like Connected TV and YouTube, so the kids know it, too. A mix of channels that speak to both parents and children will go a long way toward your success. A one-night event and a month-long tournament are fundamentally different math problems. Here's how to plan for each. How should we allocate budget between media platforms? This, of course, will depend greatly upon your unique audience, product, budget, and goals. But there are a few main ways to frame your media strategy: a. Product-focused approach Naturally, CPG brands will want to focus their marketing budgets on retail media networks like Amazon, Walmart, and Target with sponsored search marketing. Adding back-to-school-related keywords to your search mix can boost visibility and drive sales. For example, a granola bar company could add long-tail keywords like "granola bars for school lunches", or "healthy after-school snacks" to their current bidding strategy. b. Content-focused approach These days, shoppers predominantly discover brands on social media and learn about trends from social influencers. Deloitte’s back-to-school survey showed that 75% of Gen-Z parents and 46% of millennial parents plan to use social media in their shopping journey. JanSport backpacks’ “Always With You” campaign used absurdity and humor in its TikTok and YouTube ad spots to appeal to Gen Z shoppers. This strategy hooks viewers with entertainment and then talks about the product, as opposed to centering product features like the search strategies above. Social media platforms are now brand discovery hubs, and search engines are now mid-funnel. Learn how to meet savvy consumers everywhere they search. c. Blended approach Historically, most BTS shopping took place in brick-and-mortar stores. But now, click-and-mortar shopping is the preferred modus operandi. This could look a few different ways: Buy Online and Pick Up In Store (BOPIS) Click and Collect, or buying online and returning in-store (BORIS) Discovering brands in one digital channel and purchasing in another So, a linear model of your customer journey is really indefensible now. Learn some more updated ways to think about your ideal customer's path to purchase below: How do we compete with Amazon's dominance in the back-to-school space? Though everyone is trying to save money amid inflation, offering discounts alone won't set your brand apart. The strong sales reports coming out of this year's Prime Day indicate that people are willing to spend right now! What keeps you top-of-mind in a sea of sameness is your brand equity, and it must be nurtured year-round to show up when it counts. Click to learn how to build brand equity that lasts Emphasize a specific brand value that's important to your ideal buyers. For example, clothing brands could highlight their commitment to “sustainable fashion” or “eco-friendly” materials. A food brand could boast "allergy-free" or "nontoxic", something important for most children. Highlight something unique your competitors don't have. AI LLMs are the funnel now. Surely we couldn't get through an article about product marketing without mentioning AI or agentic commerce, could we? Real quick: what the retailers and commerce partners actively partnering with OpenAI are designing the future of retail and e-commerce. Conversational AI is a new purchase channel. And, as of very recently, we can start to buy ads there. Learn more below: AI tools like ChatGPT and Claude will soon collapse the customer journey into a single conversation, and brands need a full-funnel media strategy to own them. How do we track the impact of upper-funnel awareness on lower-funnel conversions? You can do this a few different ways, depending on your campaign objectives, budget, and KPIs: A. Utilize full-funnel attribution models Multi-Touch Attribution (MTA). MTA models give credit to all touchpoints in the customer journey, allowing you to understand how upper funnel activities contribute to conversions. Media Mix Modeling (MMM). MMM analyzes the overall impact of different marketing channels on sales, helping you understand the contribution of upper funnel efforts. We’ve got the breakdown on how to determine whether MMM or MTA is right for your media campaign analysis! B. Implement testing Geo-Testing. Run campaigns in specific geographic areas to isolate the impact of upper funnel activities on sales and conversions. A/B Testing. Test different ad creatives, targeting strategies, and other variables to optimize your upper funnel campaigns. Analyze Data from Multiple Sources. Integrate data from various platforms (Google Analytics, social media analytics, advertising platforms) to get a holistic view of your marketing performance. C. Zoom out to the lifetime customer relationship Long-Term Perspective. Recognize that upper funnel marketing often has a delayed impact on conversions, and avoid focusing solely on immediate results. Avoid the trap of short-termism! Build Relationships. Emphasize building brand loyalty and fostering long-term relationships with customers, not just focusing on individual sales. Dig deep into your particular audience’s content & consumption habits, and build a custom-tailored media plan that makes your brand stand out from the crowd (in a good way). For more media buying tips, campaigns, and agency news; subscribe to our weekly Paid Media Insights newsletter here.

A one-night event and a month-long tournament are fundamentally different math problems — here's how to plan for each. Brands often lump "tentpole event" into one bucket and "always-on media" into another. But in reality, a single-night moment and an extended, multi-week event call for different channel mixes, different budget pacing, and different measurement plans. Treating them the same is a quick way to waste your advertising budget. Take the two biggest sports moments of the year, for example: The Super Bowl is a reach-and-buzz play — one night, with a single 30-second spot now running $8–10 million. The World Cup is a frequency-and-flighting play — 104 matches across 39 days in 2026, giving brands far more time to spread budget, read what's resonating by the second weekend, and optimize in real time. That distinction should drive your channel mix, not just your creative. Below is a step-by-step framework for building a tentpole media plan that fits the moment you're actually planning for — plus the budget-allocation and measurement lessons we've pulled from recent tentpole events. Quick-Reference Checklist Classify the event before you assign budget Set your objectives & gather insights Choose your channel mix to match the timeline Choose a budget-allocation framework Structure the budget spend in phases Protect your always-on baseline Plan for retention from day one 6 steps to building a media plan for tentpole events Step 1: Classify the event before you assign budget Before a dollar moves, classify the tentpole by duration and format: Single-day reach plays (Super Bowl, product launch day, a flash sale) need a burst strategy: concentrated spend, broad awareness channels, and creative built to land in one shot. Multi-week frequency plays (World Cup, back-to-school, holiday) need a flighting strategy: budget spread across the window, room to shift spend toward what's converting, and a plan for how creative evolves as the event progresses. "A tentpole event media plan isn't one-size-fits-all. They need different strategies, and skipping this classification step is the most common reason tentpole plans underperform." -- Christie Wasloski, former Exverus group media director Step 2: Set your objective & learn where the attention is going It's tempting to jump straight from "what event is coming up" to "what channels should we use." But it's crucial to first align on what outcomes you're aiming for (drive immediate conversions, build awareness that pays off later, or a mix in sequence) and gather audience insights. Behavior shifts during tentpole moments — people research, browse, and shop differently than they do in a normal week. Gather market and audience insights: category trends platform usage data during similar events first-party data on consumer buying habits content viewing preferences You'll want to make sure you're putting these heavy-up dollars right where your target audience's attention will likely be. With third-party cookies on life support, it's imperative that brands target audiences based on the media they consume, not personal data. Step 3: Choose your channel mix to match the timeline Once you know which type of event you're planning for, what your goals are, and what your audience is looking for, build the channel mix around it. For extended tentpoles, social isn't just an amplifier; it's the heart of the campaign. During Qatar 2022, FIFA's social engagement jumped 448% over 2018, generating 93.6 million posts. Planning for an extended event means shifting budget toward creator-driven, real-time reactive content, not just setting a campaign live and letting it run. Creative should be built to evolve here too: lock a strong opening concept, but leave room to iterate as you learn what's resonating by the second week. For shorter, high-intensity moments, a typical linear/CTV split should lean mostly streaming, with linear layered back in specifically for the tentpole window itself. Creative for these moments is usually locked before launch, since there's no window to react and re-cut mid-event. Step 4: Choose a budget-allocation framework With retail media, social, and search all competing for the same budget line, "how much goes where?" is the question most teams get stuck on. There's no universal split, but three proven approaches can frame the decision: Product-focused: Let retail media do the closing. Lean into sponsored search on Amazon, Walmart, and Target, layering in event-specific long-tail keywords rather than just your category term. This is where purchase intent is highest, so it's the natural home for dollars earmarked to convert rather than build awareness. Content-focused: Meet shoppers where they're discovering, not just deciding. Deloitte's 2026 back-to-school research found that 75% of Gen-Z parents and 46% of millennial parents plan to use social media in their shopping journey this year. Leading with entertainment and letting the product follow naturally, rather than opening with product specs, tends to outperform during discovery-heavy windows. Blended: Plan for click-and-mortar, not a straight line. Shopping now bounces between digital discovery and in-store pickup or vice versa. A rigid, linear allocation model doesn't reflect how people actually shop around a tentpole moment. The right mix depends on your product, your audience, and how much of your tentpole revenue needs to come from immediate conversion versus long-term brand equity. Learn how to map out customer journeys based on how your audience really shops. Step 5: Structure the budget spend in phases A tentpole budget shouldn't be a single lump sum with a start and end date. Even a simple plan benefits from three phases: a lead-up period to build audience and awareness a peak period covering the event itself, and a wind-down period to capture retention value before attention moves on. Deciding how spend shifts across those three phases (ideally before the plan goes live, not while it's running) is what turns a tentpole budget into an actual media plan instead of just a number. Step 6: Protect your always-on baseline None of the above replaces always-on media. Consistency and retargeting are still what build brand equity over time. The smart move is to maintain a steady baseline in high-intent channels like retail media and search, with tentpole spend layered on top when a real moment justifies it. Add tentpole spend on top of that baseline rather than pulling from it. For extended events, treat the shift toward social and creator content as a genuine reallocation, not a minor mix adjustment. Pairing tentpole investment with brand lift studies and incrementality testing is what actually proves the spend moved the business, rather than just coincided with a sales bump you'd have seen anyway. Step 7: Plan for retention from day one Consider long-term customer loyalty from the beginning of your planning period, not as a follow-up thought once the event ends. You don’t want all this spend to go to waste when the event ends! Gather first-party data to form the foundation for repeat purchases and customer retention down the road. Build customer retention strategies into your paid media plans from the outset to build lifetime value. For more media buying tips, campaigns, and agency news; subscribe to our weekly Paid Media Insights newsletter here.

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? These two titan media channels are joining forces to close the loop for full-funnel advertisers. 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. Planning media for the Super Bowl is very different from the World Cup. Learn how to plan one-night bursts and monthlong tournaments alike. 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) A scientific approach to measuring upper-funnel media's impact on actual sales growth 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. 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. For more media buying tips, campaigns, and agency news; subscribe to our weekly Paid Media Insights newsletter here.

Inside the paid media strategy behind a tentpole night in sports marketing FRIDAY, JULY 18, 2025 (LOS ANGELES) — Legendary Hall-of-Fame boxer Manny “Pacman” Pacquiao historically emerges from retirement and returns to the Premier Boxing Champions (PBC) ring Saturday, July 19, 2025 against challenger Mario Barrios, and media agency of record Exverus Media is behind the promotional campaign. But the boxing world has changed since Pacquiao’s retirement in 2021 — fans increasingly gather and share their excitement on TikTok and sports podcasts, while TV viewing is more fractured than ever. Exverus and PBC have been working together since early 2024 to bring exciting matches like Tank vs. Martin and Canelo vs. Berlanga to a new generation of fans everywhere they watch. Planning media for the Super Bowl is very different from the World Cup. Learn how to plan one-night bursts and monthlong tournaments alike. So, to expand brand awareness for PBC and sell pay-per-views on Prime Video, the Exverus team (led by Media Director Vanessa Pinzon and Senior Planner Anna Acuna) has been driving a video-first media mix that includes social media, YouTube, Spotify Video ads, and custom partnerships with TMZ and Overtime. "We had our work cut out for us on this fight,” says Pinzon. “Pacquiao is such a recognizable name; all we had to do was get the word out of his return, and we knew fans would come running to buy the event.” Meanwhile, shoppable CTV ads are running across live sporting events like the MLB and NBA Summer League, while Rich Media branded takeovers provided by Kargo are reaching multicultural audiences on sites like Barstool Sports, Univision, and Telemundo Deportes. Interactive TV ads collapse the path between entertainment and purchase. As Pacquiao said last month at a media workout in Los Angeles, "This fight is very important to me because it’s history. I believe I’d be the first Hall of Famer to win another world title, and I’d also break my own record as the oldest welterweight world champion.” The event is available for purchase on Prime Video and fans will have continued access to the telecast through traditional cable and satellite outlets and PPV.com. About Exverus by Brainlabs Founded in 2014, Exverus is a Los Angeles media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Learn more at exverus.com. LinkedIn | Instagram | YouTube About Premier Boxing Champions Launched in 2015, Premier Boxing Champions (PBC) is a live boxing television series that features the greatest array of boxing talent in all weight divisions, with fighters representing over 22 countries including the United States and Mexico. From former Olympians to Unified World Champions, the series features consistent quality programming where the best fight the best in thrilling, high-stakes matchups. Dedicated to delivering the highest quality product in the sport, PBC has consistently dominated the Boxing world with championship fights and spectacular events and has established itself as a powerhouse in the world of combat sports. For more details, visit premierboxingchampions.com. Instagram | YouTube | TikTok

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 are obliterating the boundaries between channels 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. 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.

Habit's brand platform launches with chef Jet Tila, inviting culinary collaborators to create limited-time menus that go beyond the standard celebrity meal Habit's new chef in residency program kicks off with Jet Tila JULY 22, 2026 (LOS ANGELES, CA) -- Habit is rethinking the celebrity restaurant collaboration with the launch of Habit & Co., a new residency platform by creative agency Optimism BH, media agency Exverus by Brainlabs, and partner agency SonderCo that invites chefs and cultural figures to develop original limited-time menus for the fast casual chain. Launching on July 22nd with chef, restaurateur and television personality Jet Tila, the social-first platform replaces the familiar celebrity order with an eight-week culinary residency, giving each collaborator the opportunity to create dishes inspired by their own tastes, backgrounds and stories. Additional residencies will follow later this year. Media agency of record Exverus by Brainlabs will unfold the campaign across eight weeks with a social-first strategy supported by digital out-of-home, in-restaurant creative, owned digital channels, paid and organic social media, creator content and an editorial partnership with Eater. Each residency concludes with a fan giveaway tied to the featured resident. "Habit asked us to deliver overnight sales and long-term brand building simultaneously," says Georgia Schreiner, media director at Exverus. "The only way that works is if paid media feels less like advertising and more like culture. Each resident chef gets a bespoke channel strategy tailored to where their core audience actually lives." The debut residency features Tila's Korean Street Menu, available nationwide through September 15th. Inspired by the flavors of the Los Angeles neighborhoods where he grew up, the limited-time menu includes Korean Fried Chicken Bites, a Crispy Rice Korean Salad and a Sweet & Spicy Korean Char with Bacon and Onion Tanglers. Exverus has been Habit's media agency of record since August 2025, as reported by ADWEEK. Nations Restaurant News and MediaPost spread word of the campaign launch. Stay tuned for the announcements of two more chef residencies, coming later this year! For more media buying tips, campaigns, and agency news; subscribe to our weekly Paid Media Insights newsletter here.

5 ways the top brands stay evergreen and top-of-mind all year round What is seasonal variation? Advantages and disadvantages of seasonal patterns 5 ways to overcome seasonality in marketing Expand product offerings Market repositioning Subscription models Live experiences Plan ahead What is seasonal variation? Flowers for Mother's Day, new cars for Christmas, costumes for Halloween -- some products really sprout with their season, right? Seasonality is an important consideration for marketers in terms of predicting demand, planning sales, and measuring campaigns. But major fluctuations in cash flow can make it difficult to plan and sustain the business’s finances throughout the year. And consumers can easily forget about your brand during off-seasons, undoing all the hard work you’ve put into building your brand equity already! So some brands are working to make their product sales less seasonal and more evergreen to keep the growth steady all year long. This is called a seasonality strategy. Source: FasterCapital Advantages & disadvantages of seasonality Advantages Built-in consumer demand Plenty of time to plan a campaign Excellent customer acquisition opportunities Disadvantages Instability of cash flow More competition = higher overhead Risk of too much leftover product Whether you want to smooth out the fluctuations in your sales throughout the year or just weather the ups and downs more efficiently, a few similar guidelines can help. Deep market research into your target audience segmented by location, demographics, and media consumption habits is crucial to understanding your consumers’ needs and meeting them without wasting ad spend. Here are a few ideas from top brands you could employ to mitigate the impact of seasonal cycles on your business! 5 ways to overcome seasonality in marketing Expand product offerings UGG, known for its wintery fur boots, has launched a new line of sandals and Mary Janes for spring with a global ad campaign called Big Spring Energy, featuring popular musicians enjoying fun in the sun. Canada Goose clothing (another winter staple) is adding T-shirts, rain boots, and polos to its repertoire of heavy parkas to catch outdoor adventurers all year long. Market repositioning Expanding product offerings isn't the only way to reduce seasonal patterns. Le Creuset promotes their high-end Dutch ovens for summer barbecues as well as winter stews, expanding the perceived utility of their existing product line. Market repositioning offers several advantages over product diversification: Lower investment costs (no new product development required) Maintains brand focus and identity Leverages existing manufacturing capabilities Builds additional value into products customers already recognize Strengthens the core brand proposition of versatility and quality Media's role in positioning your brand amid a competitive market Subscription models Setting up steady revenue streams, as FabFitFun and Dollar Shave Club have masterfully demonstrated with their monthly delivery boxes, saves money and automates loyalty. These brands didn't just create subscription boxes; they fundamentally changed the way consumers interact with their categories, delivering some serious benefits to their business goals, like: Predictable cash flow. By generating consistent revenue, companies can forecast with confidence, managing inventory and staffing needs with surgical precision throughout the year. Frictionless ordering. Subscription club members don’t have to decide or remember to re-order products each month – products simply arrive on schedule, creating an “always-on” relationship that transcends the calendar. Lower acquisition costs. Rather than repeatedly spending to attract customers during peak seasons, subscription-based companies invest in retention strategies that maintain value year-round—a much more efficient approach to sustainable growth. 4. Live experiences Build immersive, experiential activations that let customers (current and future) see, touch, and feel the brand in a memorable way. These tentpole events help you set the pace of growth, not the weather. “Pre-market testing can help brands fine-tune in-store activations to make a real impact. By testing designs, messaging, and displays in advance, brands can be sure they’re creating experiences that genuinely engage and resonate with consumers beyond the usual seasonal rush.” - EMARKETER 5. Use consumer behavioral data to plan ahead While some fluctuation of sales throughout the year is inevitable, your business isn't beholden to them. Gather historical data and analyze search keyword trends to anticipate highs and lows well in advance, so your audience already has you in mind (and not your competitor!) when the rush comes. Conduct competitive analyses, too, so you know which media channels your competitors are running on, and find the untapped whitespace. For example, when media planning for Amazon Prime Day or Prime Big Deals Day, our Premier Protein team knows the category giants will load up on Amazon Ads. So, instead of wasting ad dollars trying to compete, they start elsewhere for brand discovery (like clickable social ads or Reddit threads) and build a clear path to the Amazon product pages. It really works! Planning media for the Super Bowl is very different from the World Cup. Learn how to plan one-night bursts and monthlong tournaments alike. Exverus is now offering more predictive keyword insights through our proprietary tools. Reach out to us if you'd like to conduct these analyses for assessing opportunities and outsmarting your competition, no matter the season. Plan ahead with long-term media strategies in mind so your brand can thrive, rain or shine.

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), or streaming, wars are hotter than ever, between Paramount (trying to) merge 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. These networks include full-screen TV programming across entertainment genres, news, sports, and local channels that premium CTV streamers don't provide. 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.

Photo by Andrea Piacquadio Much is written about the creative side of advertising and the visual representation of brands via logos, color palettes, and website design. But one crucial element is often overlooked and underutilized: audio. According to a 2023 report by sonic branding agency amp, more than half of Gen Z can correctly identify a brand solely based on a viral sound. And 81% could name a brand with a sound associated with a meme. With TikTok's popularity and social media's virality, brands have a chance to create memorable moments that will stick in consumers' ears long after they've stopped scrolling. What is sonic branding? Sonic branding, sometimes called audio or sound branding, is the use of sound or music to reinforce a brand's identity and create a memorable experience for target consumers. It involves the strategic use of sound elements such as jingles, sound logos, or brand anthems to evoke emotions, convey messages, and establish a brand's personality. This is not a new concept -- jingles and audio signatures have been around for decades, with some of the earliest examples dating back to the 1920s when radio advertising became popular. However, technological advancements and the rise of digital media have made sonic branding more important than ever before. How effective is sonic branding? Sonic branding offers several key benefits to help marketers maximize the effects of their campaigns. First, it helps to differentiate a brand from its competitors. In today's crowded marketplace where consumers are bombarded with advertising messages from multiple devices, having a distinct sonic identity can help a brand stand out and be remembered. Second, sonic branding can evoke strong emotions and create a deeper connection with consumers. Gen Z's connection to branded audio goes beyond simple consumerism -- they take ownership of the sounds they feel connected with, making them their own and sharing them with their peers. A 2019 study by PHMG showed 74% of young adults say they develop a better understanding of a company's personality through music. This has opened up a new avenue for brands to reach younger audiences more authentically. By tapping into the right beats, rhythms, and melodies, companies can connect with consumers beyond just making them want to buy something. Thirdly, sonic branding can improve brand recognition and recall. A catchy jingle or a memorable sound logo can become ingrained in consumers' minds, making it easier for them to remember the brand when making purchasing decisions. A 2008 study performed at Leicester University revealed that brands that use music aligned with the brand identity are 96% more likely to be remembered by the consumer than brands that use unfit music or no music at all. Programmatic Audio: A Mic for Your Brand Sonic Branding Examples When I say "Nationwide is on your side", what do you hear? Probably the same thing I do. Whether it's a catchy jingle (think McDonald's "Ba da ba ba ba"), a distinct sound effect (like the Nintendo Switch 'click' sound), or even a memorable voiceover, sonic branding can stick with people for years to come. Defining the streaming age is Netflix's "ta dum", and what American kid didn't grow up on Tony the Tiger's "They're grrrrreat!"? These earworms step over the short-termism of landing an immediate sale and instead lay the foundation for long-term brand recall and loyalty. In sum, audio branding is a crucial element of building a holistic consumer experience to lift brand recall in a fun and easy way. And in an increasingly voice-activated digital ecosystem (Alexa, Google Assistant, Siri), it makes sense to exploit every aural component of your brand activations. All you need is the best media agency to put your brand's message into the right ears. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

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. AM/FM Radio: We're all ears When we talk about audio advertising, we usually mean music and podcasts. Those two are mostly streamed digitally these days. But for news and sports, it's...still the radio? Yes, believe it or not, recent Edison Research shows that just under 70% of all daily time spent listening to news is happening on AM/FM Radio, with sports close behind at 61%. And Radio makes up 67% of all daily time spent with ad-supported audio in the US! Source: Nielsen Meanwhile, Nielsen projects AM/FM Radio overtaking linear TV in ratings among ages 18-49 by a margin of 47% in 2025. Finally, iHeartMedia reports that the #1 use of Amazon’s Alexa smart speaker is AM/FM Radio, with iHeart-owned stations being the most popular in the US! Are radio ads still effective? These audiences are worth investing ad dollars in -- if you want thoughtful, engaged consumers in your target group! In December 2024, Digiday relayed data from Lumen Research showing: "News consumers are 2.5 times more likely to pay attention to ads when consuming trusted news content than ads displayed across social media platforms. This heightened attention is directly linked to better recall and action." Placing your brand in the context of a journalistic outlet listeners trust to provide accurate, high-quality information creates a positive brand perception that lasts. Source: Westwood One Local radio advertising vs. Digital radio campaigns Local radio advertising appears on radio stations within a specific geographic area to reach geo-targeted audiences. Benefits include: Efficiency: Reach large audiences while avoiding waste. Trust and brand safety: Radio stations adhere to strict FCC content guidelines. Versatility: Audio spots communicate a variety of messages like sales, events, & brand storytelling Loyalty: Local stations often have loyal listeners who tune in regularly and engage. Read Here How to advertise on the radio Of course, audio is just one piece of your advertising strategy. Here are a few best practices for integrating Local Radio advertising into a full-funnel media plan: 1. Clear, consistent creative Radio spots are excellent sonic branding opportunities, but they're short. Focus on one simple, memorable message with a clear call-to-action (CTA). 2. The Multiplier Medium Radio gets its nickname by converting existing demand (increasing purchase consideration by 18%) while creating future demand (increasing awareness by 50% and lifting sentiment 32%). Mix radio with sales-driving channels like search or retail, and watch the magic of the multiplier effect. 3. Get local & personalize Conduct deep market research to understand the differences in media consumption habits and lifestyles for audience segments in different parts of the country. Then, create tailored campaigns for each of your designated market areas (AI can help!) to resonate with listeners efficiently and influentially. Local stations can also lend a grassroots approach to your media plan, offering added value in terms of local event sponsorships, ticket giveaways, onsite remote activations with local talent and more. 4. Tie radio performance to multiple business KPIs Reach is good, but website traffic is a much stronger metric (a vanity URL can more directly attribute radio ads to web traffic). Brand lift or awareness studies measure radio's impact on audience perceptions. And quarterly or yearly brand revenue growth can be attributed to radio by offering radio-specific promo codes or URLs. Read here How much do local radio ads cost? The pros at Ad Results Media report that, in 2025, a 60-second spot is sold by the cost per 1,000 impressions (CPM) or cost per rating point (CPP), averaging between $5 and $750. The final cost depends upon several factors, including: size of the target audience listener demographics time of day it runs ad length and more. A good media planning team will help you decide how much of your total advertising budget you should devote to radio for the highest possible return on investment (ROI). Read Here If you've been underinvesting in radio, don't worry: Your competitors probably are, too! Tell your brand's story across the airwaves, and reach millions of receptive listeners in enjoyable environments. For more advertising news and tips, join our free, weekly Paid Media Insights newsletter.

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. Advertisers can now measure the quality of attention paid to their ads. But is it worth the investment? 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.