Collaboration with ad tech partner PadSquad proves lucrative for the pet food brand. While the decision to invest in mobile advertising may be easy, creatively devising ways to stand out and make a lasting impression is far more challenging. Integrating technological advances like AR in advertising campaigns can help your message stand out from the crowd of static or video social ads. Media strategy agency Exverus Media teamed up with PadSquad , the high-impact advertising experiences leader, to develop a new mobile ad experience for Stella & Chewy’s , the raw natural pet food for dogs and cats. Together, we built an interactive AR experience in which pet parents were encouraged to upload photos with their pets, decorate them with AR frames and filters, and upload them to social media. Try it yourself here! Our interactive programmatic mobile experience helped make Stella & Chewy’s a category leader in just a few months. Nearly a quarter-million users engaged with this campaign, leading to a 702% higher engagement rate than standard benchmarks. Stella & Chewy’s experienced an incremental 2% lift in brand awareness from just this one tactic with a <$500K budget. And the campaign won the 2023 MediaPost OMMA Award for Best Mobile Marketing campaign of the year! “This is the sort of participatory advertising that brands dream of,” said Anna Elema, Media Director at Exverus. “Stella & Chewy’s is now a category competitor with a deeper connection to a growing segment of brand loyalists.” Utilizing technology like AR in advertising campaigns requires a strong ad tech partner, a data-driven media strategy, and personal connections with the target audience. In this case, we tapped into the emotional connection people have with their pets and allowed them to be creative with the ad unit, to make something uniquely their own, and to share photos of their pets, which pet owners already love to do. The case study was featured by Adweek here .

Ad Buying by AI Roku is the latest to take a deep dive into the power of AI, and it will reimagine how brands advertise on the platform. The company recently announced its plans to integrate contextual AI into its ad placements, allowing marketers to serve ads that better align with their audience's wants and needs. This news comes on the heels of the hardware and software company's announcing better-than-expected earnings last quarter ($741MM). Coupling this update with more ad placements on Roku's home screen, screensaver, and within the company's original content; the platform is positioned to be a powerful option for companies looking for more access to their niche. How does contextual AI work? Roku has developed a way to scan what they're calling "iconic plot moments" that closely align with the tone, messaging, and concepts of a brand's campaign. Companies start by sharing what their campaign is about -- the overall theme of their offer. Next, Roku's AI-powered tech will rummage through its content library to find the perfect moment to share the message. The Results Since it's still in the early stages, the data on Roku's contextual AI integration effectiveness is limited; however, you can expect much more information to come. With access to better consumer personalization technology, a business's campaigns will stand out from the competition and become top of mind for customers. We've always believed in the power of contextual relevance and find it especially powerful in culture-defining television programming. What do you think about Roku's adoption of contextual AI for their ads? How will aligning your brand with the right story or setting inspire your customers? This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .

In just 24 hours, Threads (the latest Twitter competition from Meta) hit 30 million users. And then 70 million in 48 hours... And then 100 million in just five days... Exverus has been on Threads since Day 1 (@exverus), and we've stitched together a few Threads tips for brands and marketers. 🧵 How Does Threads Work? The record-smashing growth (OpenAI's ChatGPT took two months to reach the same mark) positions Threads as an immediate viable platform for brands to tap into. It's an exciting time for users and brands starved for a safe space for quick interactions and engagement with content. But while everyone is busy putting together their "Threads 101 Guides," we wanted to take a moment to look at how we got here. It's surprising to be excited (or perhaps cautiously optimistic) about a new Meta product in 2023, but here we are. The concept of the platform is simple and familiar: users post text-based "threads" of up to 500 characters. Threads can also include images, GIFs, and links, and other users (and brands) can comment on, repost, or like these threads if they resonate (stop us if you've heard this one before). So on the surface, Threads isn't new or groundbreaking. In fact, it feels kind of old school...and that's a good thing! Why Your Brand Should Be on Threads One of the reasons Threads seems to be taking off is brand safety . Since Musk took over Twitter, there has been an intense spike in hate speech, ridicule, and trolling that's caused brands to move away from the platform. The volatile atmosphere has been compounded by security breaches, technical missteps, and outages... all of which have inevitably negatively affected user engagement and retention. Threads isn't quite Twitter in 2011, but it has potential. The new social channel offers a welcome alternative for brands that want to continue engaging with their customers without worrying about these issues. Its clean design, low maintenance demands, and focus on content creation makes it a great home for any brand looking for a fresh start with an engaged audience. Meta's decision to link Threads to Instagram accounts (with just a few clicks, anyone with an IG handle can sign up for the new platform), has facilitated an active and robust community...and we're not even a week in. Threads Tips & Limitations for Marketers At this time, there are no ads or monetization features on Threads. According to our sources at Meta, "Our priority is to build consumer value first and foremost, which will allow us to explore how to build business value...we encourage businesses to experiment with Threads as part of their organic social strategy where it makes sense." But -- Instagram is reportedly working to integrate its branded content tools with Threads, " which would give marketers an opportunity to begin experimenting with paid promotion, while advertising is still unavailable", according to Axios . Will users stick around? Will brands find success in the long term? That remains to be seen, but for now, it's clear that a certain type of user has found a new home in Threads, and brands would be wise to follow. This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .

How to best utilize location data ad tech to reach your campaign goals Do you know where your customers are? Do you know when they shop, or what they buy in person? It's one thing to make an educated guess about buyer behavior -- the stores they frequent, the products they want, and their spending habits -- but it's another to get the real-time data necessary to make effective marketing decisions. That's where location intelligence comes in. By leveraging ad tech that provides location data (the who, what, and when), we can extrapolate the how and why for our advertising campaigns. W hy Location Data is Useful Enter Ad Tech Why Location Data is Useful Placer.ai recently published data on the high-end grocery store Erewhon which revealed that weekday afternoons saw the most foot traffic for high-income shoppers. With this data, advertisers for premium-priced items could target these stores at the right time , to ensure their message was reaching the right people . Location intelligence can provide businesses with the insights they need to optimize campaigns for local stores and venues, increasing ROI by reaching a more concentrated audience. This is particularly important for retail media strategies because detailed information about shoppers' whereabouts allows marketers to adjust messaging and channel placements accordingly. By accessing location data in real-time, you can make sure your campaigns are always up to date and capitalize on any changes in the market. This type of technology can even create virtual boundaries around particular locations to track visits and conversions for campaigns that target specific geographic areas. Enter Ad Tech Platforms like the aforementioned Placer.ai, Unacast, Foursquare, and Advan provide comprehensive location intelligence and foot traffic data that can help marketers more accurately plan their campaigns. Sure, the presence of high-income shoppers at Erewhon is an easy assumption to make (not everyone can afford a $25.50 jar of mushroom bolognese), but the data these tools offer goes deeper than surface-level hypotheses. Connect the dots between your solution and your buyers' pain points. In Texas, grocery chain H-E-B started offering advertising space for Thumbtack to help its customers find pet grooming services. In doing so, they are helping their customers cross more off their to-do lists while shopping at their locations. In its simplest form, location intelligence can help you choose your placements. But when you combine this data with what you already know about your customers, you begin to position your brand, product, or service as a solution to timely problems. Instead of a luxury, you become part of their routine. Learn more about how Exverus utilizes location ad tech in our media strategies for clients like convenience store chain Kum & Go by dropping a question below! This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .

How often do you shop at the same stores? Do you choose one brand over another for its loyalty rewards program? Whether it's a grocery store, a favorite clothing brand, or a trendy cosmetics line, many customers are accustomed to loyalty rewards programs as part of their shopping experience. However, the future of these loyalty rewards programs is uncertain. Loyalty programs go both ways The data supports leaning in, as a 2022 McKinsey study showed that free loyalty program members spend 30% more with a brand after joining - and that number jumps to 60% for paid loyalty programs. Perhaps the problem isn't with loyalty rewards but with the offers themselves. Simply offering points or discounts may not be enough. A purely transactional "points for purchase" relationship trains customers for deal-seeking behavior rather than inspiring true brand loyalty. Loyalty rewards programs must evolve to remain relevant in today's ever-changing landscape - or else risk being left behind. And that's something no business can afford. So, do loyalty rewards have a place in an uncertain economic landscape, especially as costs are rising for both customer and supplier? The verdict We say yes, but let's rethink loyalty. Let's recognize that modern consumers often choose products based on a narrative around what a product stands for and what it signals about the people who own it . Brands that earn our love and devotion are the ones who create meaningful and symbolic expressions of identity that reinforce a buyer's sensibilities or aspirations. While doubling down on loyalty programs might not be right for everyone, it's a viable play in a competitive market. But take a step back and consider the bigger picture. What possibilities, beyond cash back or points, could your brand offer customers to spark action and nurture long-term relationships? This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .

What is creative diversification? 5 strategies for upgrading your ad creative As media planners, we spend a lot of time thinking about placements and formats. Which platforms does our target audience use most? Should we appear in contextual environments or in social feeds? While these questions are important, there's something even more fundamental to consider: creative diversification. In the fast-evolving landscape of digital advertising, the spotlight is now firmly on creativity. As marketers navigate the terrain of AI-powered ad tools, a critical insight has emerged: creative is the next frontier for achieving unparalleled ad performance. Ads with diversified creatives report up to 32% improvement in CPA and 9% enhancement in incremental reach. What is creative diversification? The challenge for marketers is stark: attention spans are dwindling, with Gen Z clocking out from ads after a mere 1.3 seconds. How can you create content that captures their elusive interest and combats creative fatigue? Henry Kelly, Head of e-Commerce at Meta, offers a beacon of hope. According to Kelly, "Creative is targeting." It's the gateway to crafting narratives that resonate uniquely with specific audiences. Creative diversification, the art of embracing a variety of ad formats and concepts, emerges as the catalyst for reaching new audiences, rejuvenating engagement, and spurring action. One such example is Meta's Advantage+ solutions and their impact on campaign efficiencies. It's creativity that holds the power to drive results and business outcomes. The statistics bear witness to the power of diversification. Ads with diversified creatives report up to a 32% improvement in CPA and a 9% enhancement in incremental reach. It's more than just eye-catching visuals; it's about telling the right story to the right audience. Kelly aptly underscores, "Creative is the vehicle to authentically engage with your audience." So, what can marketers glean from this creative awakening? 63% of 18–34-year-olds trust what influencers say about a brand more than the brand itself. 5 strategies for upgrading your ad creative: Visual Distinctiveness: To attract a broader audience, consider visualizations that resonate with less-reached demographics. Tailor your creative with diverse imagery and messaging. Humanized Content: In an era where relatability reigns supreme, embrace user-generated content (UGC) and "lo-fi" creative alongside polished brand assets. Being not only true-to-brand but True-to-Life speaks volumes in a world bored of polished perfection. Collaborate with Creators: Harness the trust creators have already built with their audiences. 63% of 18–34-year-olds trust what influencers say about a brand more than the brand itself. Their unique perspectives can breathe life into your brand narratives, expanding your reach and deepening affinity. Experiment with Placements: Customize creatives for different placements, tailoring them to audience behavior and platform-specific best practices to maximize your brand's exposure. Embrace AI: In this age of AI, relinquishing some control over brand assets can yield remarkable results. AI can optimize and personalize ad content at scale, tailoring messages to individual preferences. Embrace AI-driven creative strategies, allowing the algorithms to identify the most effective messaging, visuals, and placements to engage your audience. The message is clear: the era of creativity has dawned on advertising. By embracing creative diversification, influencers, and AI, you can navigate the dynamic digital landscape and gain a competitive edge. It's not just about catching eyes; it's about captivating hearts and minds. As you embark on your advertising journey, remember: in this realm, creative is indeed the new black. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

Exverus' Associate Director of Programmatic Marketing, Sean Edwards, published a full article on Adweek explaining why food and beverage brands should advertise on YouTube. For more marketing & advertising tips, research, & analysis, subscribe to our weekly Paid Media Insights newsletter here .

Disproportionately focusing on short-term performance over long-term brand-building will hurt your overall success. The Long and Short of It If you took any marketing classes in college over the last decade, chances are good that you've read that reliable staple The Long and Short of It (TLASOI) by Peter Field and Les Binet. On the book's 10th anniversary, the concepts inside still feel fresh and relevant to our brand campaigns today. Nationwide, brands have been cutting their marketing budgets due to inflation and fears of recession. When times are tight, many marketers feel the pressure to close the sale and place a disproportionate emphasis on short-term performance metrics -- that's understandable! But be careful not to lose sight of the long-term brand trajectory. While the immediate ROI metrics can look attractive and seem to reinforce this approach, we caution marketers not to get short-sighted and overlook the importance of long-term brand-building. This mistake is called short-termism -- here's why it must be overcome to ensure brand success. W hat is Short-Termism? The Difference Between Long and Short Tactics Any Channel Can Support Long or Short Goals Balancing the Duality What is Short-Termism? In TLASOI, Field and Binet identified two distinct yet interconnected communication approaches. The "long" refers to a focus on brand-building over a three-year-plus timeframe, while the "short" emphasizes sales activation within a 12-month horizon. Short-termism is the marketing fallacy of focusing too heavily on acquiring new customers and activating sales, at the expense of building long-term customer retention and loyalty . Forces such as the rise of digital media suppliers, the emphasis on proving advertising value, and a lack of statistical skills can steer marketers toward shortsighted strategies. The Difference Between Long and Short Tactics Identifying what constitutes the "long" and the "short" in real-world scenarios can be challenging. It's important to recognize that both share the same overarching purpose but operate at different speeds. The short-term, sales activation component is evident in calls to action like visiting a website, purchasing a product, or responding to limited-time offers. In contrast, long-term initiatives aim to create lasting memories that drive enduring changes in behavior, such as building awareness among new consumers or driving consideration for premium products. Both long-term brand building and short-term sales activation contribute significantly to commercial success. The key lies in striking the right balance between these approaches for optimal results. Any Channel Can Support Long or Short Goals Misconceptions often arise when assigning media exclusively to one approach or the other. While certain media may align more closely with either the long or the short, any medium can serve both purposes effectively. Digital media, often seen as a short-term tool, can also be harnessed for long-term brand-building objectives. “You have to produce results in the short term. But you also have to produce results in the long term. And the long term is not simply the adding up of short terms.” - Peter Drucker, The Practice of Management Balancing the Duality The infamous 60:40 rule of marketing recommends 60% of a marketing budget be allocated to brand-building and 40% to sales activation. Though certainly oversimplified, the 60:40 rule still holds up as a general guideline to help marketers maintain a perspective of their overall goals and avoid short-termism. Of course, you should modify those percentages to serve your specific brand! The professional media planners and buyers at Exverus help CMOs and brand leaders overcome short-termism and set their brands up for lasting success every day. If you have questions about media strategy or balancing the many available channels, drop us a line on the contact page or 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 .

For brands looking to take customer interactions to the next level, we're in a new era in conversational AI. If you've ever been on the receiving end of a wrong reply or misinterpreted AI command, you'll know it can make you question the validity of everything the bot has to say. ChatGPT is looking to bridge the gap between AI and direct customer engagement with its new plug-in architecture. How do brand plug-ins work? Companies like Instacart, Kayak, and Klarna are already using ChatGPT’s plug-ins to seamlessly integrate their platforms with users. With the Kayak plug-in enabled, a potential customer headed on a trip can ask ChatGPT open-ended questions like, "How much would it cost to travel to Bali in September?" and the system will relay Kayak's data. Or if a person is tasked with preparing a celebratory meal for their partner, they can ask ChatGPT, "What's the best meal to cook for my wife's birthday?" and receive recipe ideas with an ingredient list to turn into an Instacart order. In addition to driving more revenue for brands, plug-ins solve one of the most significant issues of AI-powered platforms: accuracy. With full knowledge of a brand's data in tow, ChatGPT will be able to effortlessly answer any question a potential customer may have. How should brands prepare? For starters, brainstorm ways to integrate your brand's digital experience with ChatGPT's plugin architecture. How can you provide personalized, contextual journeys for your customers within a conversational framework? Another way of thinking about it might be: what information do I wish I could more easily convey on my website without needing to rebuild or redesign my site? What would make the digital experience more user-friendly and dynamic? Next, examine how the early adopters are leveraging AI. Take note of the nuances that make their integrations successful and start mapping out ways to optimize your customers' experiences with your own plugin. But look before you leap. The first-to-market plugins are revealing issues with UI/UX on apps and websites. If you are pushing buyers to make a purchase - á la Instacart - ChatGPT can't process the purchase, it will redirect back to the brand's e-commerce platform. Lastly, there are security concerns. With plugins, ChatGPT can now interact with live websites, PDFs, and real-time information which has opened a whole new world of possibility and risk. Security researchers are warning ChatGPT users of "prompt injections," which essentially means that third parties can "hack" the AI responses by adding commands to content that would change the information the user receives without his knowledge. Is all of this terrifying, or terrifyingly exciting? It's surely a bit of both. Staying close to this topic is critical for understanding and preparing for the next chapter of how consumers will behave and businesses will operate. This originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, & analysis, subscribe for free here .

Social commerce (buying products directly thru social media apps) hasn't fully caught on in the West as it has in Asia. But we think it still can! Exverus President Bill Durrant explains how in a full-length op-ed published on MediaPost . For more marketing & advertising tips, research, & analysis, subscribe to our weekly Paid Media Insights newsletter here .

Exverus Media Director Ian Clark spoke to Lisa Lacy at Campaign about how post-cookie UX will (or won't change) for digital consumers as Google phases out its third-party cookie data. For more tips, research, & analysis, subscribe to our weekly Paid Media Insights newsletter here .

Digiday exclusively published our research on Generation Zennial, the microgeneration between millennials and Gen Z, which most marketers misunderstand. This news appeared in our weekly Paid Media Insights newsletter. For more tips, research, & analysis, subscribe for free here .