Audio expands with fresh opportunities in retail media & in-game ads Audio advertising was by far the fastest-growing media channel of 2024, showing a remarkable 36.4% year-over-year growth according to IAB's Internet Advertising Revenue Report. At Exverus, we've been riding this wave of innovation, helping our clients become pioneers in the programmatic audio space. And our ingenuity has paid off! By securing 100% share of voice for two forward-thinking clients, we've witnessed firsthand how precise audience targeting and sophisticated measurement capabilities can dramatically expand brand awareness. The ability to track metrics like completion rates, frequency, and attribution has transformed audio from a traditional awareness channel into a data-driven powerhouse. What is digital audio advertising? How does podcast advertising work? Who's building audio integrations in 2025? Why brands should try digital audio advertising What is digital audio advertising? Digital audio advertising is the strategic delivery of brand messages through streaming sound waves, leveraging the intimate nature of audio content (usually music or podcast) consumption across connected devices. Unlike traditional radio spots, these ads use real-time data signals and interest-based targeting to reach listeners in highly personal moments - whether they're powering through a workout playlist, focusing on a gaming session, or cooking dinner to a podcast. It's sound with intention, precision, and measurability , enabling brands to become part of the soundtrack of their audience's daily digital experiences. How does podcast advertising work? While some ad buys are still made directly through Spotify or other streaming platforms, audio ad inventory is increasingly bought programmatically -- that is, through automated placements by audio supply-side-platforms (SSPs) like iHeartRadio and demand-side-platforms (DSPs) like Basis Technologies. Learn more about the advantages of programmatic audio buying here Who's building audio integrations in 2025? This year, 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 audible The retail media revolution has found its voice – literally. Lowe's recent 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 2025! Retail media networks in 2025: Full-funnel marketing Gaming goes sonic In-game advertising is also integrating auditory elements! The partnership between mobile gaming giant Voodoo and UK-based adtech company AudioMob represents a breakthrough in how brands can engage with the massive gaming audience. According to Newzoo's Global Games Market Report, mobile gaming accounts for over 50% of the gaming market, presenting an enormous opportunity for advertisers. What makes this partnership particularly innovative is its non-intrusive approach. 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. Why brands should try digital audio advertising These new integrations are more than just shiny objects; they represent a fundamental shift in how brands can connect with their audiences. Here's why brands should care: Heightened Purchase Intent Retail audio ads reach consumers when they're already in buying mode, making them particularly effective for driving conversions. Effective Targeting Programmatic capabilities allow for precise audience targeting based on demographics, behavior, and real-time context. Brand Safety Audio environments (including in-store retail and in-game) offer sonic branding opportunities in enjoyable, brand-safe contexts, addressing a key concern for many advertisers. Measurable Impact Advanced analytics provide clear insights into campaign performance, helping brands optimize their audio strategies in real-time. These innovative partnerships offer brands new ways to stand out from the crowd and build memorable connections with their audience. Whether it’s the practical immediacy of in-store ads or the immersive potential of in-game audio, the possibilities are vast. 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 2025. For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

What brands need to know about generative engine optimization (GEO) to prep for the future of SEO and paid search marketing. Artificial Intelligence (AI) has wedged its way into our daily lives, revolutionizing how we work. From Gmail's suggested replies to HubSpot's AI Assistant, AI has simplified tasks such as responding to emails and planning our schedules. However, its impact on business marketing is more profound and is poised to reshape the digital landscape. Search Engines Shift to AI-Driven Models In our 2024 Paid Media Predictions , we highlighted a significant shift in the search engine landscape. Google and Bing are transitioning towards AI-driven models, heralding a new era in digital marketing. This shift necessitates a reevaluation of traditional Search Engine Optimization (SEO) strategies. What is Generative Engine Optimization (GEO)? As the relevance of the "SE" in SEO undergoes transformation, the rise of Generative Engine Optimization (GEO) takes center stage. GEO adapts to the evolving algorithms of AI-powered search engines by harnessing the capabilities of AI to create and optimize content. The emerging generative models of search engines prioritize speed and efficiency, resembling chatbots more than the conventional keyword-driven search model. To align with these changes, content must be easily digestible and provide direct answers to users' queries. Imagine sifting through a lengthy response when seeking information from an AI model—it's impractical. This is where GEO steps in, focusing on content that is both relevant to user queries and structured for optimal comprehension by AI models. How to Optimize Content for GEO Recent research from Cornell University emphasizes the need for strategic content optimization to enhance visibility in generative engines. Tactics such as: changing content to be more authoritative incorporating relevant statistics quotes from reputable sources, and simplifying language can boost content visibility by up to 40% ( Aggarwal et al., 2023 ). GEO adopts and refines these strategies, recognizing their enhanced importance in the context of AI-driven models. While some tactics are universally beneficial, it's crucial to tailor them to the specific needs of each business. For instance, a clothing company might prioritize "Gen Z fashion tips" over technical jargon, while health snack food brands may focus on authoritative content and statistics instead of excessive keyword use. Understanding your target audience's search intent and how AI interprets their question is key. Early adopters of GEO will gain a competitive edge as this technology matures and becomes more mainstream. GEO is the Future of Digital Marketing The shift to generative search is still in its infancy, and as a result, so is GEO. However, businesses that proactively plan and optimize for this paradigm shift will position themselves as industry leaders as the technology evolves. Early adoption of GEO allows businesses to fine-tune their strategies based on real-world feedback, ensuring they are well-prepared for the future. In conclusion, AI's integration into search engines is ushering in a new era for digital marketers. As SEO transforms into GEO, businesses need to adapt their strategies to cater to the unique demands of AI-driven models. The early implementation of GEO provides businesses with a strategic advantage, allowing them to stay ahead in an ever-evolving digital landscape. Embrace the change, optimize for the future, and unlock the full potential of Generative Engine Optimization. For more ad buying news and tips, join our free weekly   Paid Media Insights  newsletter.

Google DV360 is a popular programmatic advertising platform for brands with smaller ad budgets. Avoid these mistakes to make the most out of yours.  You don’t need us to tell you the benefits of advertising on CTV.  You’re already weighing its enormous reach and personalized ad targeting capabilities against its premium price tag.  So, to help guide your decision-making process, we’re zeroing in on a major player in the programmatic advertising space that buys CTV and so much more: Google’s Display & Video 360 (or DV360 for short). What is Google DV360?  DV360 is not just a demand-side platform (DSP); it’s a digital advertising platform that enables advertisers to build, manage, and optimize campaigns via programmatic activation.   This platform is especially beneficial for those looking to execute complex, multi-faceted advertising strategies that target specific user behaviors and interests. With access to the top streaming ad-supported publishers including Hulu, Disney, Tubi, Peacock, and YouTube, advertisers using DV360 can reach 93% of all ad-supported CTV households in the US.  In addition to display, video, and CTV ads , DV360 can be used to buy homepage takeovers, audio ads , and more.  On top of that tremendous reach, frequency management across YouTube and other CTV apps means brands can see a 5% reach per dollar increase  on average. What’s the difference between Google Ads and DV360? As Performance Marketing World explains, Google Ads allows advertisers to reach about 48% of internet users, while DV360 widens the reach to 90% of the internet!  Furthermore, DV360 allows for more granular audience segmenting . While Google Ads can only target via first-party data or Google’s audience information, DV360 combines both these types for a more comprehensive audience picture, plus third-party data for more efficient targeting. How do I get started in Google DV360? Define goals & select inventory Clearly outline what you aim to achieve with your campaign, whether it’s increasing brand awareness, generating leads, or driving sales. Utilize DV360’s private marketplace (PMP)  to discover and secure high-quality inventory that aligns with your target audience. DV360’s  real-time bidding (RTB) capability automatically optimize ad placements based on performance metrics, ensuring maximum ROI. Build your audience:  Using first-party data  is a reliable and privacy-compliant option on the CTV screen within Display & Video 360. This helps build consumer trust, encourages purchase consideration, and reduces audience churn.  Google Audiences  are a reliable audience solution built by Google with consumer privacy in mind. These audiences are available for free at a large scale, meaning marketers don’t have to sacrifice performance for durability. The true value of DV360, however, lies in its aforementioned granular audience segmentation and targeting based on demographics, interests, behaviors, and purchase history. Brands can build custom audiences based on their own data, such as website visitors or app users, to create highly relevant campaigns.  You can also create lookalike audiences  to expand your reach to new customers looking to discover products in your category. Get creative Google’s Ads Creative Studio allows advertisers to develop display and video ads (including CTV), customized for different audiences, locations, languages, or contexts. Google’s Brand Extension  ads let viewers interact with ads on CTV screens and send push notifications to phones for further engagement. (Advertisers can also develop custom creatives with a third party then run them across DV360 publishers.) Studies show that advanced creatives (like Overlay Ads ) earn an additional 47 seconds of watch time than standard video, are 4x more memorable, and save advertisers 72%. Start testing A Harvard Business Review  study found that advertisers who ran 15 experiments a year saw  30% higher performance  than those who ran none.  Display & Video 360 lets advertisers easily set up A/B tests. They can compare different ad campaigns, measure performance, and adjust their strategies.  Google Ads Data Hub combines display ad data with site and CRM data for geo-targeting and custom analysis.  GA4 can be linked to Google Ads for in-depth reporting on how people use a particular website or app, the full customer cycle. Measure & adjust From a digital perspective, we can look beyond reach at more sophisticated metrics with stronger business impact: For example, we can understand user attention  based on sound volume and time on screen. Measuring and optimizing attention metrics has been shown to increase performance by up to 79%. Alongside digital, advertisers can track attribution  for cross-device conversions. This means that if someone sees an ad on a CTV screen and makes a purchase on their phone, marketers can measure that journey across screens.  What’s new in Google DV360? At the 2024 NewFronts , Google announced a host of exciting DV360 capabilities for brand marketers, including integrations with Disney’s Real-time Ad Exchange (DRAX), Paramount, and MAX’s premium inventory; and tools for making the buying process smoother like instant deals  and the commitment optimizer .  The DV360 API  now includes the ability to manage keyword targeting at the advertiser level and an optimization objective field for insertion orders. Instead of outcome-based buying, you can now use tools like automated bidding strategies  and optimized targeting  to maximize the likelihood that an impression will lead to a desired outcome. Photo Credit: Fernando Hernandez What mistakes should brand marketers avoid when working with DV360? Not clearly setting goals. If you don’t get specific about your campaign goals and choose the right metrics to measure your progress, you’ll waste money on ineffective tactics.  Letting the algorithm be the boss. While Google’s automated bidding and predictive targeting technologies are industry-standard, we as human advertisers must still take responsibility for monitoring our campaigns and proactively course-correcting as needed.  Not curating your audiences. Precise audience targeting is shown time and time again to be the most efficient way to spend your ad budget. It doesn’t matter that a million people see your ad if half of them will never need your product! Take advantage of Google’s audience segmentation features.  Wrong geo-targeting.  If you’re using a zip code for geo-targeting, keep in mind that the same zip code may exist in another country! Double-check that you’re targeting the right area.  Whether you’re programmatically buying media on DV360 or another platform, the basic principles of setting up and measuring campaigns are the same. Partnering with a trusted media agency can help you navigate programmatic advertising safely and effectively. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying. Fall is in the air, and that means it's football season in America.   And the NBA season is right around the corner, and hopeful fans are buzzing with anticipation as championship hopes, dreams, and rivalries are all converging.   But beyond chatting about last night's barn burner around the water cooler (virtual or IRL), sports fans are interacting with their favorite teams and athletes in a whole new way - through podcasts.   Sports podcasts are quickly becoming key players on the field, drawing in avid sports fans from across generations and providing a fertile ground for ad buying. A recent study by SiriusXM Media , GroupM, and Edison Research revealed that an impressive 64% of self-identified sports fans regularly tune in to sports audio content! And, sports podcasts are the leading audio format among Gen Z fans, presenting an exciting opportunity to reach this demographic. Why advertise on sports podcasts? Built-in consumer trust According to the aforementioned study, the majority of sports fans (67%) trust the products and services used by their favorite athletes , and a similar proportion (64%) extend this trust to products and services endorsed by sports announcers or commentators. This level of confidence can significantly impact brand perception and loyalty . Programmatic audio ad buying Many sports podcasts can be bought programmatically, or through automated bidding platforms. Programmatic audio offers advertisers the same broad reach, precise audience data, contextual targeting, and valuable campaign measurements as CTV or streaming radio. Sonic branding opportunities Audio ads generally provide brands with outstanding opportunities to convey their tone, message, values, and brand identity to listeners already in a receptive mindset. Strategically placed jingles or voiceovers by trusted influencers can evoke a deeper emotional resonance in a listener and ensure higher brand recall than a static visual ad. Photo by KoolShooters What are the top sports podcasts? The appeal of sports podcasts extends beyond the four major men's leagues. Women's sports are finally getting the attention and investment they've long deserved, with the WNBA breaking viewership records , and podcasts are playing a crucial role in bridging the gap for fans. Shows like The Re-Cap Show by soccer stars Christen Press and Tobin Heath are capturing the attention of a growing audience, especially among younger demographics. According to Feedspot , the most influential US sports podcasts in 2024 are: 1. Pardon My Take by Barstool Sports 2. The Bill Simmons Podcast by The Ringer 3. The Ryen Russillo Podcast by The Ringer 4. Cover 3 College Football by CBS 5. Crime in Sports by Wondery, and 6. (of course) ESPN Daily! The data is clear: sports podcasts are not just a passing trend; they are a powerful tool for reaching and engaging target audiences. However, simply buying ad space is not enough. Brands need to leverage these platforms creatively to connect with listeners and maximize their return on investment (ROI). How best to advertise on sports podcasts Branded content One effective strategy is to create custom content that aligns with a brand's values and messaging. This could involve producing original podcasts, sponsoring specific segments, or collaborating with athletes or commentators . By providing valuable and entertaining content, brands can build a loyal following and generate positive brand awareness. Athlete endorsements Partnering with athletes idolized by a brand's target audience can enhance credibility and drive engagement . Athletes' influence can be particularly powerful in reaching younger demographics and niche markets. Multi-channel messaging Brands can leverage the power of social media to expand their sports podcast initiatives. By sharing clips, behind-the-scenes content, and engaging with fans on platforms like Twitter and Instagram, brands can extend their reach and foster a sense of community. In conclusion, sports podcasts offer a unique opportunity for brands to connect with a passionate and engaged audience. By understanding the preferences of sports fans, leveraging athlete endorsements, and creating valuable content, brands can effectively utilize these platforms to achieve their marketing goals. As the popularity of sports podcasts continues to grow, it is essential for brands to stay ahead of the curve and capitalize on this exciting new medium.   For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

A real-life case study of a CPG brand turning sales dips into long-term growth Photo Credit: RUN 4 FFWPU We’ve talked before about the importance of planning for the long term in your paid media campaigns. But how do we know it actually works? Here's a real-life example:  We had a CPG client (we'll call them Brand A) who experienced a rollercoaster journey that perfectly illustrates the importance of sustained brand presence and strategic media placement. Brand A had just come off a record-breaking sales season, riding high on success and feeling invincible. Flush with confidence, they made a fateful decision to go dark (meaning, turn off all paid media activations) for five months—a choice that would prove catastrophic. During this media blackout, the marketing landscape shifted dramatically. Consumer price sensitivity increased , and competition seized the opportunity to capture market share. The consequences were swift and brutal. When Brand A finally resurfaced, they discovered they had lost 26% of their annual revenue! It was a stark reminder of a fundamental truth in today's hyper-competitive market: Consumer habits change at lightning speed, and any loss of voice can rapidly erode hard-earned customer loyalty. Fortunately, the brand's media planning team at Exverus maintained a holistic view of the business and proactively built a plan to turn things around that went far beyond simple sales metrics. First, we conducted a comprehensive brand assessment and uncovered a nuanced narrative. While brand awareness and consideration remained high, last-touch conversion had plummeted. The root cause? Consumers struggled to differentiate Brand A from its competitors. Second, to fill the gap, we suggested building new paths-to-purchase   driving traffic from social and search (awareness, consideration) to various retailers (purchase). We modified the ad creative assets on Google and Meta by highlighting and linking directly to Brand A’s Amazon page, rather than just loading up on Amazon ads. Finally, we put together a deck with industry-wide data and press coverage showing Brand A that their competitors were going all in on brand, so they should, too. We reminded them that brand and performance aren't two separate goals -- they're becoming increasingly enmeshed as various media channels adopt more full-funnel capabilities . As the fiscal year drew to a close, Brand A was not just relieved -- they were excited! With Exverus' proactive guidance, revenue is back on the upswing this year, setting the brand up to reclaim their market position and build resilient, long-lasting growth for the future. You can find more of our successful client campaigns here ... ...and sign up early for our upcoming Paid Media 101: FAQs for CMOs E-Course. (It's free!) For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

The latest report from Exverus Media shows why long-term investment, not day trading, is the best model for planning advertising campaigns. Quick question: Would you day-trade your retirement portfolio? No? Then why treat paid media campaigns like get-rich-quick schemes?   Our latest report, " Paid Media is Like a 401K, Not a Penny Stock ", is your roadmap to sustainable brand growth. We're breaking down why consistent, strategic advertising is the surest path to challenging the biggest players in your industry. You'll learn:  How spreading out $10MM in ad spend increased ROI for a real-life client by 51% Why "going viral" is marketing's most overrated goal Strategies to build customer loyalty that compounds like interest Metrics that matter beyond short-term clicks Plus - concrete case studies like Dollar Shave Club's marketing masterclass and Juicero's cautionary tale of startup hype.    Brick by brick, not get-rich-quick. That's how real brands are built. Your brand's future self will thank you!

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 .

Let's be honest: design, logos, colors, and other visually pleasing marketing materials are a lot of fun to create. However, the rise and popularity of audio have become pivotal for brands, and finding your audio identity is essential. In fact, countless studies have been done on the psychology of audio and how it informs and builds an emotional connection between brands and their audiences. Sounds like Netflix's logo animation intro, McDonald's jingle for "I'm Lovin' It," or even Liberty Mutual's "Liberty" jingle have become memorable and iconic. How would consumers associate with those brands if there were no sounds to accompany them? Think about what sounds should exemplify your brand, from podcasts to live audio, commercials, and social media. When a brand chooses the right audio, it can catch on and be more than just an ad or piece of content; it becomes part of your brand's identity. Here are three quick tips to help you get started on identifying your brand's audio identity. 1. Know your customers Whom are you selling to, and what sounds will appeal most to them? Research the average age of your customer, what kind of brands they enjoy the sound of, and what they're looking for from your company. 2. What emotion do you want to convey? Think about how you want your customers to feel when they interact with your brand. Do you want them to feel calm, happy, relaxed, or excited? Each will sound different from the others, so it's essential to choose the one you want your customers to feel and ensure your audio matches that choice. 3. Be consistent Like any marketing strategy, it's important to make sure your tone shines through in your audio branding, no matter where your customers interact with it. Whether through a jingle or a voice, make sure you select the right sounds for your brand, who share its voice, and the perception you want to create for your company.

Why podcasts, streaming ads, and even AM/FM radio are essential marketing channels in 2023 Last week , we discussed the importance of creative visuals in ad campaigns for authentic brand-building. Creative diversification is imperative for telling stories in a manner best received by the target audience and preventing ad fatigue. But equally important is the way your advertisement SOUNDS. 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?) In fact, 60% of listeners' ad engagement carries over from the audio content heard immediately before , according to 2023's Sonic Science Volume 2 study. Creating excellent audio ads is part of building your brand's identity as well as selling your product. Learn more about the effectiveness and impact of audio advertising below. W hy is audio advertising effective? H ow 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. Well-crafted jingles, voiceovers, and music can evoke strong feelings and associations , making the ad more memorable. 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, d igital audio platforms often provide detailed analytics , allowing advertisers to track the performance of their ads. This data can help refine targeting, messaging, and overall ad strategy for better results. 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. What are 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 professional media buyers at Exverus do audio advertising for brands directly through platforms like Spotify 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 .

The precise, contextual targeting and emotional resonance of programmatic audio advertising are a big hit with brands. Did you know the vast reach and effectiveness of audio advertising can now be matched with the efficiency of programmatic buying? Popular music and podcast platforms like Spotify and iHeartRadio can now be bought programmatically, which lets advertisers target precisely defined audiences with the automation of AI. According to data from eMarketer, digital audio ad spend in the US alone is expected to grow by nearly 44% from 2023 to 2027! That’s a booming business. If you've been on the fence about allocating media spend to audio ads, now's the time to dive in strategically and hand your brand the microphone. Are audio ads effective? In short: yes. Audio ads  have the ability to reach well-targeted audiences and capture a listener's attention. They can thoroughly convey a brand's message, values, and identity  and resonate with a listener emotionally if you employ a strategic sonic branding  strategy ahead of time. Repeated exposure to a consistent audio branding strategy helps reinforce brand recognition and recall , and by associating itself with a listener's favorite podcast hosts, musical artists, or radio shows, a brand can build credibility, relevance, and trust  among its intended demographic. How does programmatic audio work? Just like with CTV, display, or any other programmatically bought channel, 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. Programmatic Advertising: FAQs for CMOs 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. Every single one of your target consumers is likely listening to something – music, podcasts, audiobooks – every day. W ith programmatic audio buying, the right ones can hear your message, too. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

Dec. 4, 2022 (LOS ANGELES) Exverus Media, Inc. welcomes Melissa Andraos to her newly created role of Senior Vice President of Media Strategy, bridging the gap between planning and performance media activation. Melissa brings 20 years of ad agency experience building integrated digital strategies that drive media value, cultivate innovative partnerships, and leverage data-driven insights to evolve brands across various industries. Before joining Exverus Media, Melissa led the development of digital media strategy for notable brands like Lexus, Honda, Cedars Sinai, Pocky, and CoStar, among others. She has earned numerous industry accolades including Adweek Media Plan of the Year, ThinkLA Innovator Category, and Webby awards. Follow her on LinkedIn here . Exverus Media is a data-driven media agency based in Los Angeles, amplifying global, growth-stage brands through CTV, video, out-of-home, experiential, retail media, paid social, paid search, and programmatic advertising since 2014. Our omnichannel media campaigns combine precise 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. For all press inquiries, contact: Michelle.Andrade@exverus.com

Too many CMOs think of IMC as a vague theory or a checklist, but it's a crucial mindset for planning all your media campaigns. Here's how to adapt for 2025. Photo by Olia Danilevich What is integrated marketing communications? Integrated marketing communications (IMC) is commonly known as the coherence of visual cues, narratives, and messaging about a brand across multiple media channels like search, social, and PR . Thanks to Channel V Media for this handy visual! For our purposes as a paid media agency , it's about unifying audience data, building sequential purchase journeys, and analyzing performance from several different advertising  channels holistically, both traditional and digital. But IMC is so much more than brand colors and boilerplates -- it's a mindset to adopt in every touchpoint of your brand's interactions with the world. When planning your marketing and advertising campaigns for 2025, rise above these common misconceptions to leave a lasting impression with your audience and crush your competition! 5 things marketers get wrong about integrated marketing communications (IMC): Consistency isn't just visual branding Many marketers think IMC is just about maintaining consistent logos and color schemes across channels. While that's certainly part of it, IMC is also about creating a unified narrative and emotional experience that resonates consistently across every touchpoint. This means your messaging, tone, and core value proposition must feel seamless whether a customer encounters your brand on social media , through a podcast ad, on TV , or on a billboard . Data integration is more important than channel-specific execution Some marketers focus too narrowly on the tactics and performance of each channel, comparing one to another, but true IMC success hinges on sophisticated data integration. Your customer data from one platform should inform another, allowing you to create truly personalized, contextual experiences. This means breaking down silos between marketing, sales, customer service, and product teams to create a 360-degree view of the customer journey . The 2024 Salesforce State of Marketing Report showed that fully integrated data is more common among high performers, meaning that investing in unification gives marketers an edge. Attribution is often fundamentally misunderstood Traditional, last-click attribution models are so outdated. Modern IMC requires understanding complex, multi-touchpoint customer journeys. You need advanced attribution models that can track and evaluate interactions across channels, recognizing that a podcast might spark initial interest, while a retargeting display ad might nurture consideration, and a personalized email might drive the final conversion. Marketing mix modeling (MMM) or multi-touch attribution (MTA): Which model is best for your campaign? Emotional continuity is just as important as tactical messaging Brands often get trapped in short-term , tactical messaging tied to specific goals or deals, like limited-time offers (LTOs), immediate calls-to-action, or "try it today", rather than communicating broader brand values for long-term positioning. Effective IMC creates an emotional through-line that makes consumers feel consistently understood, regardless of where they interact with your brand. This means developing a deep, nuanced understanding of your brand's emotional promise and ensuring every communication reinforces that core emotional experience. Why media planning is a marathon, not a sprint Tech stack alignment is a strategic imperative Your martech (or, in our case, adtech) stack is more than just a collection of tools -- it's the engine driving your IMC strategy. So they need to be aligned with your goals! For our media plans, we partner with adtech vendors who provide us with rich consumer data and real-time insights for mid-campaign optimizations as needed. Overall, the key is to view integrated marketing communications as not just a tactical checklist, but as the mindset required to build long-term customer relationships. For more ad buying news and tips, join our free, weekly Paid Media Insights newsletter.