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

Interactive TV ads collapse the path between entertainment and purchase. With the FIFA Club World Cup, Super Bowl LX, and 2026 Winter Olympics on the horizon, it's no wonder CTV ad spend is projected to grow by 13% this year to $26.6 billion ! 70% of the US population was a CTV user in 2025. That's truly a can't-miss advertising opportunity for brands. But sophisticated media buyers are looking at ways of measuring sales conversions from CTV investments , not just awareness-related metrics like impressions, reach, and frequency. In the context of omnichannel marketing , advertisers must bridge the gap between the TV ad watch and the point of purchase for the modern shopper. Shoppable CTV ads may be the solution. What is a shoppable CTV ad? Shoppable Connected TV, sometimes referred to as T-Commerce (short for television commerce), is the newest evolution in television advertising, incorporating interactive or transactional features directly into television platform s. In other words, consumers can purchase products directly from a TV ad without ever leaving the couch. Premier Protein lets shoppers buy straight from a QR code to their phones What is an example of T-Commerce? The actual formats can vary: It could be as simple as a call-to-action (CTA) with a text message discount code, or a TV ad could display a QR code to scan and checkout via mobile phone; or a voice-activated command to a smart speaker; or even check out right from the TV Our longtime client and friend, Kristin Rasmussen of Premier Nutrition Company, spoke about this at the May 2025 MediaPost Brand Insider Summit: CPG in Nashville, TN: Kristin Rasmussen of Premier Nutrition Company finds success with shoppable CTV campaigns for her brands Are shoppable CTV ads effective? Data shows...yes! In a recent study by LG , 51% of the 1200 CTV users surveyed said they "wish they could shop online using their TV." Many TV watchers today have their phones closer at hand than their TV remotes. This strategy capitalizes upon the increasing trend of consumers turning to digital platforms for both entertainment and shopping (we see you, TikTok Shop). With T-commerce, consumers can seamlessly explore and purchase products with a simple click while watching their favorite shows. This frictionless experience eliminates traditional barriers between content consumption and commerce, providing consumers with a more simple and enjoyable path-to-purchase journey. Technological advancements such as smart TVs, interactive content overlays, and seamless payment gateways , have played a pivotal role in making T-commerce possible, and all the major TV players want a piece of the pie. Disney, NBCUniversal, Samsung, Paramount, and others have already rolled out shoppable ad features to brand marketers and media agencies. What are the benefits of shoppable CTV ads? The shift from conventional TV commercials to shoppable CTV ads: benefits advertisers in measuring and optimizing campaigns, enhances the viewing experience for consumers, and creates new revenue streams for content creators and streaming platforms T-Commerce relies on data analytics to provide a personalized and curated shopping experience. As consumers engage with shoppable content, their preferences and behaviors are tracked, allowing for targeted product recommendations. Data-driven personalization benefits consumers by presenting them with better offerings, and it helps advertisers improve their inventory and media strategy going forward. Shoppable ads for "The Chosen" by KERV let viewers watch the trailer or buy tickets immediately How do I measure ROI on shoppable CTV ads? Every brand will have different metrics for success, which can depend on things like: price point retail availability consumption habits how target consumers interact with shoppable ads. Our media planners and ad-tech partners listen to each brand's unique objectives, provide insights on what's worked well for similar campaigns in the past, and tailor the advice accordingly. A few methods for measuring ROI in shoppable CTV include: Tracking pixels and unique landing pages: These can help attribute conversions to viewers who have seen your ad. QR Code tracking: Monitor the traffic and conversions generated from QR codes within your shoppable ads. Platform analytics: Utilize analytics tools provided by CTV platforms or integrated with your e-commerce platform (e.g., Google Analytics, Shopify Analytics) to track key metrics and performance.  How do I set up cross-device tracking for shoppable CTV campaigns? Partner with a cross-device vendor.  For example, The Trade Desk uses Identity Alliance  to map connections between users and their devices into a single graph for better frequency management and accurate measurement.  Ad-tech partners like KERV.ai can see both exposure-level data for the ad based on device and any interactor data (various engagement points with the creative) for full transparency. How do I measure across streaming platforms? Most ad-tech platforms have limited relationships with the publishers and streamers, but some (including KERV) have partnerships with all the major streamers and many TV manufacturers for accurate measurement. How do I comply with privacy laws? With the ease and convenience of shoppable TV comes the responsibility of understanding data sharing and privacy . As consumers engage with shoppable content, they need to be mindful of the information they share and the permissions granted to platforms. Contextual targeting ensures relevance and privacy by aligning ads with the content they appear in, rather than consumer identity data. For example, a kitchen gadget brand could appear during an ad break for Top Chef , or an automobile ad could appear during a travel show. Show-level data helps brands appear in front of increasingly relevant audiences without needing to extract data from the consumers themselves. How is AI shaping the future of shoppable CTV ads? AI is the engine driving the contextual targeting and shoppability mentioned above, helping both publishers and brands at the same time. Imagine the ad break in a home remodeling show being a retailer that showcases the exact furniture in the show. Or a paint manufacturer advertising the exact shade of paint in the beautiful home. Imagine ads showing the exact jeans or makeup brand your favorite character was wearing in the last scene.  "What we're building today couldn't be done with traditional CTV. The publishers can make their ad breaks more relevant and their content more powerful to brands. Moving that consumer down the funnel with immediate add-to-cart...that's what's exciting and powerful in the space today." - Mark Corte, VP of Brand & Agency Partnerships, KERV With the expansion of CTV ad formats and interactive capabilities, paired with premium streaming video content and audiences hungry to buy, our programmatic advertising experts predict this space will transform in the next three to five years. Brand clients who are already testing into this will be ahead of the game. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

Digital shopping persists via Instagram, Pinterest, and experiential activation A few years ago, we predicted in a MediaPost op-ed that social commerce would soon take off in America despite its slow start, and boy, were we right! TikTok Shop alone surged past $500 million in 2025 Black Friday weekend sales, about 5x its performance from 2024. This success demonstrates how social platforms can effectively compress the traditional customer journey, enabling instant purchases at the moment of discovery . And the future of social commerce still looks bright, even as various platforms come and go, as they inevitably will. Let's take a look at some of the  other  players with exciting, new developments in the space: Instagram reigns supreme for affiliate-driven sales Don't sleep on Pinterest for full-funnel campaigns Experiences bring brands to life Plus: Creators' relatability sells Social commerce predictions for 2025 Instagram reigns supreme for affiliate-driven sales Instagram has established itself as the premier platform for affiliate marketing , with its visual-first format proving particularly effective for driving product sales. The platform's Reels and Stories features, when combined with strategic affiliate link placement through stickers or bio links, create powerful conversion opportunities, as confirmed by recent research . Brands are finding the most success by implementing full-funnel measurement strategies that track both awareness metrics and direct sales impact. How mobile commerce builds brand loyalty Don't sleep on Pinterest for full-funnel campaigns While everyone’s talking about potential changes at TikTok and Meta, Pinterest  has been quietly building an empire. Shoppable Pins, cutting-edge visual search, and AI-powered campaign features are driving serious results for product-based brands. Our clients' 2024 holiday campaigns on Pinterest knocked it out of the park, and we weren't alone - major celebrities and blue-chip brands jumped on board with their own shoppable gift guides. Mobile advertising tips for brands Experiences bring brands to life Think beyond the screen! Experiential marketing and social commerce are a match made in heaven. Here's why: If you create a memorable, immersive pop-up or event, your Gen Z and millennial audience will do the heavy lifting for you - sharing their experiences organically across social media. That means free exposure and genuine brand loyalty that you just can't buy. See some good examples we’ve done below: Experiential Marketing Examples And remember: Creators' relatability sells Even if you’ve got a rockstar creative team running your brand's social channels, consumers are more likely to trust creators they personally connect with. The key to driving sales? Partner with social creators who can authentically weave your product into their daily content. When followers see their favorite creators genuinely using and loving your product, they can picture themselves doing the same. Don't just look for the biggest influencer -- look for the ones whose audience most closely matches your target, even if it's small. Sometimes micro- or nano-influencers are even more relatable to consumers than the big ones. No need to waste your budget delivering ads to people with no need for your product or service. The winning formula is simple: find the right creator partnerships, let them showcase your product naturally, and create a clear, easy path to purchase . That's how you turn social engagement into sales! Social commerce predictions for 2026 Looking ahead, we're predicting brands will win big when they combine: Enhanced AI-powered personalization in social shopping experiences Greater integration of augmented reality (AR) for product visualization Expanded live shopping capabilities across platforms Improved analytics tools for tracking cross-platform commerce performance Social commerce isn't just another marketing trend - it's a fundamental shift in how people shop. Brands that get it right are the ones thinking beyond traditional e-commerce and meeting their customers where they already are: scrolling, sharing, and ready to shop on their favorite social platforms. At Exverus, we’re going beyond buying social ads in 2025 – we're creating experiences that bring people together, building authentic connections, and turning social engagement into lasting customer relationships. Want to learn how your brand can do the same? Let's talk! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Influencers, or content creators, are your go-to partners for media performance in the digital age Photo Credit: Perfecto Capucine Think quick: I bet you can name your favorite influencer faster than your favorite celebrity endorsement.  The global creator industry is projected to reach some $480 billion in size by 2027, nearly doubling in three years, according to  Goldman Sachs . And just in the US, EMARKETER forecasted influencer marketing to grow 14.2% in 2025 to $9.29 billion—not including paid media amplification or spend outside social media . We all see this trend in our feeds every day! As Exverus Senior Media Planner Lorus Samo explained to AdAge , “Social platforms allow consumers to share products with friends, leave reviews and engage in the process of discovery in a more personal way than clicking Google search links.” And the right creator can do more than just recite your product’s features; they can demonstrate to an audience how  to use your product in real life and instantly show its effects.  For example, when we won a 2024 WARC Effectiveness Award for our work with Premier Protein on Amazon Prime Days , it wasn't for product-based ads listing the ingredients and health benefits. Instead, we partnered with fun, aspirational health influencers that made videos demonstrating how they use Premier Protein in their daily morning routines. This helped the audience visualize themselves using the product and increases the chance of a buy. Let's answer some FAQs about creator marketing in 2025: What's the difference between an influencer and a creator? We often use these terms interchangeably, but there are some subtle differences: Influencers are primarily defined by their ability to influence purchasing decisions and drive audience behavior. Follower count is traditionally the key metric for success. Creators emphasize content quality, storytelling, production value , and longer collaborations. They're usually positioned as experts with specialized skills, rather than merely people with large followings. Creators typically diversify their revenue streams, going beyond product sponsorships to subscriptions, courses, speaking opportunities, or their own product launches. Photo by Anna Nekrashevich How do we identify the right niche creators and local influencers? Bigger isn’t always better. In the past, larger influencers were thought of as better for brand awareness and broad reach, while micro- or nano-influencers were more likely to drive sales conversions for their trustworthiness and relatability. But today, that's not always the case. Algorithmic social feeds are now highly astute at feeding the right content to the right consumer at the right time, making follower count just one of many factors determining placement . The key to identifying the right niche creators for your project is precise targeting based on deep insights about your audience. Establish: Demographics and psychographics Campaign objectives Budget parameters Geographic scope Content format preferences These will help you narrow down your search to make the most of every influencer dollar you spend. Photo by RDNE Stock project Should I hire an influencer marketing agency or use a self-serve platform? This depends upon a few factors like your campaign budget, your in-house manpower, the length and complexity of the campaign, and the level of control and oversight you want to maintain. Agencies are excellent for managing complex or long-term partnerships, especially if you have limited time and resources to do the legwork in-house, but they can cost more. Choosing a self-serve creator marketing platform can be daunting, as the available options are ever-growing. But platforms like CreatorIQ and Captiv8  have been building out their tech capabilities to better automate creator vetting, brand safety management, customer service, and reporting. In short: More budget, less time? Agency. More time, less budget? Platform. Photo by MART PRODUCTION What's the relationship between UGC and creator marketing? User-generated content (UGC) is a highly effective type of content, which can come in the form of photos, videos, reviews, or text created by people, rather than brands. UGC can be: Organic , in which actual customers voluntarily create content for free. This type is the cheapest and most authentic but hard to scale and control. Paid , in which creators make content for a brand's channels that looks like organic UGC. It's cheaper than a full influencer partnership. 93% of marketers report that UGC performs better than branded content, according to Hootsuite . UGC can be integrated into social but also CTV campaigns , with shoppable ad formats  and interactive features for a smooth path to purchase. Organic UGC builds authentic community, UGC creators provide scalable authentic content, and influencers reach new audiences. Most successful brands use all three strategically. Here are 4 basic guidelines for a successful UGC partnership:  1. Run A/B tests to determine which creative messaging resonates best with your audience 2. Create a natural, relatable vibe that feels more entertaining or educational than promotional 3. Use UGC to retarget people who have already interacted with your brand to reinforce trust and push conversions 4. Integrate UGC onto your product detail pages (PDPs) to reinforce trust & drive conversions Photo by Liza Summer How does creator marketing fit into an omnichannel media strategy? Creator content can serve marketing objectives at all levels of the customer journey: Brand awareness & discovery As the Premier Protein example above illustrates, social media channels can be a powerful brand discovery source that displays your products and messaging to a wide audience with broad reach. Purchase consideration Creators can "unbox", review, or give informative tutorials on your products or services Link directly from content to purchase pages through link stickers, tappable buttons, or other interactive features. Creator discount codes & affiliate links drive conversion Repurpose content Exverus recently partnered with ad-tech vendor SeenThis to launch a new ad format called Social Reach , which takes vertical videos (brand-made or creator-made) and places them in premium Display slots across the open web. This allows media teams to repurpose creative assets and extend their reach far beyond social media platforms. It's already beating the efficiency of paid Meta ads by 50%! Social Reach is just one example of repurposing creator content for multiple channels. Other ways include: Linking to YouTube videos from social posts or blog posts Reusing YouTube videos for CTV ads Building earned media coverage around brand/creator partnerships The key is keeping the visual vibe and the messaging consistent. Earned media & organic reach Trade publications like AdAge and Marketing Dive love to report on a good brand/creator collaboration, so leverage it to earn even more publicity for both parties. Planning a PR strategy around your partnership is a cost-efficient way to multiply the impact on awareness and reach. Live, experiential events Think outside the screen! Live, IRL activations with brand reps and creators onsite draw crowds, encourage organic posting, and leave a deeper impact on attendees than a digital ad alone. Get some ideas for experiential marketing activations here. What mistakes should brands avoid when partnering with professional creators? Freebies aren't payment Sending a free product sample is not sufficient payment for a whole day's worth of work packing, commuting, shooting, editing, writing copy, sharing content, and doing internal admin tasks. If you don't have the budget to pay a creator's going rate for a day of labor and supplies, please don't reach out. It's a waste of their time and yours. Let creators do what they do best Don't hire a well-known internet personality and then snuff out their whole personality by making them read your scripts and perform your corporate-speak. Let creators do what made their audience love them in the first place. If you can't relinquish that control, then just hire actors for a traditional commercial. No generic template emails Lia Haberman , social & creator marketing consultant to Fortune 500 brands and author of the popular ICYMI Substack newsletter , advises: Don't send out a generic message. Don't address them as "Dear creator" or use their social handle instead of their name. Take the time to do your research. Make the effort, use their name and some acknowledgment of why they're a good fit for this campaign. Personalize the outreach. I've worked with creators who say they don't want to feel like they're just a cog in the wheel and impersonal pitches are a deal breaker for them. In 2026 and beyond, brands will start looking at influencer marketing as an overall strategy, rather than a silo in their marketing mix. Influencer and creator marketing can elevate, if not lead, every pillar of marketing communication when planned and executed thoughtfully. To learn more about what the right creator partnership could do for your brand, drop us a line ! This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free 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. In 2025, the National Retail Federation (NRF)  projected that families with students in elementary through high school plan would spend an average of $858.07 on clothing, shoes, school supplies and electronics, down from $874.68 in 2024. The NRF projects back-to-school spending to decrease about 1.9% from 2024. Back to school consumer trends 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) Or discover brands in one digital channel and purchase in another Source: Snipp Interactive, “A Guide to Back-to-School Marketing” This can make media planning and measurement tricky! So, how do you ensure your campaign converts? Let's answer some: Frequently asked questions 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? What's the ROI difference between creator partnerships vs. paid ads? How do we track the impact of upper-funnel awareness on lower-funnel conversions? When should we start running back-to-school 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. According to the NRF , 67% of back-to-school shoppers had already begun purchasing items for the upcoming school year as of early July to get in on Prime Day, Target Circle Week, and other sales. 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. 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: 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. 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. Repurpose content across channels At Exverus by Brainlabs, we recently developed a new ad format called Social Reach  in partnership with SeenThis. Social Reach takes brands’ existing mobile video creative assets and splashes them across Pubmatic’s premium supply of Display slots on the open web, maximizing their reach with no extra production. Premier Protein was the first-to-market brand, and their Social Reach campaign outperformed Meta Ads by 50%  in the same period! Build paths to purchase On TikTok and Instagram, serve up the kind of user-generated content (UGC) or influencer content your target audience enjoys to create awareness, then nurture consideration and urgency with interactive countdowns and tappable links, then drive traffic from discovery to your product pages with excellent deals awaiting. 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. And get into the wild west of generative AI product recommendations  while it’s still fully organic!  Adobe  reported in February 2025 that 47% of US consumers use genAI to receive product recommendations, and 43% use it to seek deals.  What's the ROAS difference between creator partnerships vs. paid ads? In the US alone, EMARKETER  forecasts influencer marketing to grow 14.2% in 2025 to $9.29 billion—not including paid media amplification or spend outside social media. We all see this trend in our feeds every day! In terms of ROAS, Influencer Marketing Hub  reports brands seeing an average return of $5.78 for every $1 spent on influencer media campaigns, as opposed to $2-4 for the average social media advertising campaign.  Consumers place deep trust in the creators and influencers they relate to, and that trust translates to big bucks. Learn more about how to find the right influencers  to partner with here.  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 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 entire customer journey 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).  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 .

Even for national or global brands, localizing the messaging and targeting can significantly increase revenue and media ROI. Photo Credit: Valeriia Miller When it comes to ad targeting, bigger isn’t always better.  Even for national or global brands, not every product or marketing campaign will be relevant to every consumer. Spending ad dollars to reach irrelevant consumers is a waste, so segmenting is non-negotiable! On a recent earnings call, Adidas  CEO Bjørn Gulden said, “We need to be a global brand with a local mindset. And I say local again and again and again – the world is developing in a way that you need to be successful locally. And, locally, it always starts with the consumer and the athlete.” And today, a wealth of technological developments are making it easy to get super-precise with your targeting and make the deepest impact for your brand. Why is local marketing important in 2026?  First, in years of economic uncertainty , media buyers need to be extra judicious in allocating every dollar for the maximum return. Focus your advertising budget into areas with the highest potential for conversion (either now or down the road).  Second, we’ve all heard it ad infinitum , but the media consumption landscape is fragmented . Everybody’s watching, listening to, and scrolling something different! Local marketing is a great way to broaden and retarget your audience, wherever they might be online. A recent Gallup poll  shows that Americans’ trust in the media is down  nationwide, thanks to misinformation and bias running rampant. People may be more trusting and responsive to messaging in their local news and communities than mass media outlets.  Source: Gallup 2024 Furthermore, SOCi’s Local Visibility Index 2024  reported that high-visibility brands  increase their revenue 2-3x the rate of the average company are more than twice as likely to be seen by consumers searching for local businesses online Collectively earn about $54.1B per year left behind by low-visibility brands Finally, EMARKETER  reports that 68% of US internet users say localized messaging from national brands makes the ads more relevant … …but only 26% of marketers consider strengthening hyperlocal advertising a top priority! That’s a big opportunity for your brand to swoop in and meet the neighbors.  Hyperlocal advertising significantly increases consumer curiosity, trust, and purchase intent. How do I optimize my Google Business Profile to show up when people search “[my product/service] near me?" Google  prioritizes three main factors when determining which businesses show up for "near me" searches: Relevance  is how well a Business Profile matches what someone is searching for. This means your Google Business Profile category, business description, services, and attributes need to align closely with search intent. Distance  (or Proximity) is self-explanatory – the proximity of the business to the searcher is a key factor affecting the positioning of the listing in Google Maps. Google considers the user's location to show the nearest relevant businesses.  Prominence   relates to how well-known and reputable your business is, both online and offline. This includes your review quantity and quality, citations across the web, and overall online authority. Other factors may include customer reviews, multiple locations (businesses with more have an advantage), and recent activity with the listing.  Learn how to adjust your content and search engine marketing strategies for AI-powered brand discovery. How can AI help with hyperlocal advertising? AI has always been the engine of programmatic advertising , which enables precise targeting and measurement  for optimization.  But now, you can get really granular with the help of machine learning models that build AI audience personas   based on behavioral patterns and media consumption in a given zip code.  Generative AI technology helps with dynamic creative optimization (DCO)  by producing multiple variants of a creative visual  asset to test at scale. DCO tech  can recognize patterns between audience behaviors and times of the day or year, customer attributes, and creative aspects.  How can I market to a specific region offline? One of the best ways to reach regional audiences is to sponsor local events.  Professional, college, or even high school sports bring people together by the thousands; and the audiences are attentive, in a positive mindset, and loyal to their teams. Concerts and music festivals do the same. Leveraging this built-in passion and sense of community can really serve your brand.  Out-of-home (OOH)  or digital- out-of-home (DOOH) media  is another great way to expand awareness and spread your message at scale. Dynamic creative optimization comes in handy here, too – you can automatically switch your messaging depending on the time of day, weather, or foot traffic patterns. The creative possibilities are endless, and programmatic DOOH  media buying makes precise targeting and measurement a breeze.  “We've heard skepticism about whether OOH works, but we've made a real impact for clients when we've paired foot traffic measurement with our OOH campaigns. We geofence the OOH targeting, and we can see who has passed by and whether they come into stores. From there, we can track lifts or changes in foot traffic after a billboard goes up. We've seen increases as high as 37% for a single store!” - Georgia Schreiner, Exverus Media Director Experiential activations  like pop-ups, in-store appearances, and guerrilla stunts make a big impression, bring people together, and spur millions of organic social posts for scale. How do I determine which markets to run paid media campaigns in? When we run national campaigns like Equinix B2B  or The Chosen  theatrical premieres, we carefully choose the most important designated marketing areas (DMAs) based on factors like:   Audience fit , which suggests conversion potential Scale of media availability Proximity to selling stores/retailers Size of addressable target audience in each market DMAs have historically been defined by TV and radio advertising networks, but they’re important for efficiently running paid social , search , out-of-home (OOH), experiential, and other media channels, too!  It takes a team of expert media planners and analysts to compile a bird’s eye view of your hyperlocal advertising’s impact on overall brand-building and sales growth.  To ask questions or find out more about hyperlocal, national, or global media planning strategies, drop us a line below! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Exverus cofounder Talia Arnold tells Matt Hofherr on the Optimism Always podcast what qualities make a successful media planner and organization. I'm grateful to have Talia Arnold, managing partner of the award winning media company Exverus Media. With Talia's innovative approach to media strategy and a proven track record of delivering impactful campaigns, she truly is a driving force in the industry. So join us as we discuss her journey, the evolving media landscape and the creative strategies that set Exverus apart. Let's get started. Watch the full conversation here: How we win advertising industry awards MH: You seem to be on this row of winning Media Strategist of the Year , Media Plan of the Year . What do you attribute that business momentum that you guys have right now? What's leading to all this success? TA: The first thing is, winning an award has two components to it. One is, is there a compelling narrative around the brand and what they were trying to do? And was the agency able to do something different and breakthrough and creative outside the normal expectations ? That's one part of it. The other part of it is are you able to demonstrably prove a business outcome for the client? And so we are just extremely disciplined on both of those two elements when we create our campaigns. I would say, we've always been very (and I know everyone says this but) results-focused . We start with: what does the client want to do? Okay, great. How are we going to measure that? What are specific actions that we're going to take to measure that specific outcome? What tech do we need to bring into place? We bring all the people together, not just the media planners and the buyers and the strategists, but, the analytics and the ad ops team to figure out exactly what we're going to put into place to make sure that we're measuring those outcomes. Do we need to, you know, bring on a third party to do good custom research? Do we need to field post consumer surveys to make sure that we achieve certain objectives? So the results part almost comes first, and then we go to, how are we going to get there? And oftentimes the clients that we're working with, we call them culture-creating, growth-stage brands . So when we say they're culture-creating, that they're either creating a new category or they're operating differently in a category that exists, and they're at a phase in their growth where they're really relying on paid advertising to get them to the next level. So that presents a huge challenge for us as the media agency to be responsible for such a big portion of the business they want to drive. But that also allows us to be just very aggressive with the things we want to do and what we recommend. And so we look for again, to go to the drawing board and say what is, what is unique about this business challenge? How are we going to meet the consumer's needs and deliver this brand experience to them in a way that's going to be more impactful than what our competitors are doing? The ideal brand client MH: That's fascinating to me. What is the perfect client for Exverus Media? Is it a CPG, West Coast? TA: Even though we have a lot of experience in consumer goods and CPG, and that's been foundational, to me it is much more about mindset . And the types of clients that we absolutely love working with are the ones that want to, um, look at things holistically. So one of the biggest challenges that we see with any client that's trying to grow their business, as they'll tell us is, "I have so many different departments. I've got my email, I've got my home over here, I've got brand marketing handled by this person, I've got sales over here. I've got all these elements, but they're disjointed. They're kind of working well, but we don't know what's working the best, and we don't know how to bring it all together. And that is perfect for us because we have developed systems and processes to help those types of clients look at everything together. And it goes back to, what I was saying about the truth. One of the first service offerings we provided to clients was we said, whether Exverus is running the media or someone else is running it, we don't care. We'll help you report on everything, and we'll tell you what's working and what's not and where you should put your money. We don't care if it's within our budget or someone else's budget. We're going to tell you what's the best way to spend dollars moving forward. So, clients who are ready to bring things together, look at everything holistically, and be willing to test some new things. Qualities of a successful media planner MH: If you're a media strategist today, what are the qualities you have to have? It seems like you need a math brain, but there is an art to it. If you're hiring someone, what does a young media strategist nowadays need to have, what skill set? TA: I think the biggest thing that someone needs to have is a progressive, forward-thinking mindset . Basically what I'm saying is if you're a person who likes routines and regularity and things to be constant and organized, forget it. Forget it. This is what I love about this industry. I love that you can be math, science, creative psychology, sociology, politics, entertainment. It is all of those things. So you kind of have to be a Jack or Jane of all trades. And you have to be interested in technology 100% . You have to be interested in popular culture, you have to be interested in people and how people's minds work, you have to be interested in new products and new services. And that's another reason why I like this business. I love going to the grocery store, I love shopping, I love looking at different products and packaging and thinking about why they might have been created and who they appeal to. Incentivizing passion & creativity in a media agency MH: I just gotta pay you a compliment, and I felt it when I met Bill, too. Part of the secret sauce you guys have is your company, and I've met a bunch of people at your company, you're all wicked smart, but you pass the airplane test. Like if I'm gonna sit next to you on a plane or Bill, we're gonna have a great conversation. So you're just good, caring human beings, but you're really curious and you love it . And one of the reasons the show is called Optimism Always is that I love what I do. It's constantly learning. It's constantly evolving. How do you keep your company innovative and on top of it? Do you guys do off-sites? TA: Yeah, it's crucial, especially now. It used to be very much about talking to publications and big media companies; I would meet with ESPN and The New York Times and CBS like, those are my media partners and they're going to come up with all the ideas. That's not what it is anymore. Now it's also, oh, we'll just put the money into Facebook and Google and we can reach 90% of our audience . But the research and the data all shows that creativity and emotional experiences are what get you to that next level. And so, so that's why we do focus so much on the creative and innovation and new ideas. It's part of our process. We hold an all-agency brainstorm for every project that we do. Everyone gets a brief ahead of time. You have a couple days to read the brief. You jot down your notes in a collaborative document. You come to the one-hour meeting, and everyone talks and shares their ideas, and no idea is a bad idea. We incentivize people financially for coming up with creative ideas . Like if you present something to a client that's never been done before, you get a bonus. If the client approves that idea, you get more. Anytime we're working on a project and we're looking at something, we should be asking ourselves, Okay, what's new and different and exciting here? The team is just very active on Slack, everyone's reading the trades. Everyone's really hungry to go to conferences. Exverus employee retention & culture MH: What do you think your tenure is with your company? Do you think people are staying longer than the average? TA: I think so. Our stats are really strong. I think we have over 90% retention . Maybe 10% of people swap out. We've learned that it can be harder for people to feel part of the culture remotely, so if we hire someone remotely now, we're being much more conscious about, Are you sure that you want to be in a remote role? What's the plan going to be for you to come out here? We make it an incredibly dynamic environment. We will make it so that you're constantly learning new things . You're probably working on different accounts. I just hired a new VP and a new SVP just last year and they're coming in after 10 years of experience or nine years or whatever, and they're building new capabilities and stuff for the agency that didn't exist before. How we're using AI at work MH: Are you optimistic about AI being able to take some of the repetitive, time consuming tasks off your plate? How would you describe its role today within a media business and where it might be tomorrow? TA: We're used to it being part of the backend of a lot of the technology that we use already. So, for example, finding target audiences, being predictive about who we should reach, generating headlines for search ads or social media ads. I think the area where there's still development is the work that is boring and manual, like billing. We haven't figured that out yet, that's one area that I look forward to. And I just think the speed at which like information can be summarized is super helpful. You know, we use it for creating briefings, creating quick summaries and recaps and meeting notes and making email writing better, things like that. Management & leadership styles MH: How would you describe your own leadership style? TA: I am a very action-oriented person. So I am very solution-driven, get to the point, solve the problem, remove obstacles, and move things forward. That is my style of leadership. I'm super direct. Very low levels of bureaucracy or process, I'm just kind of like, What's the best way to get from here to there? Okay, let's do it. I'm also kind of creative and free flowing and let's share ideas . For more media buying tips, agency news, and case studies, subscribe to our 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. Exverus' programmatic advertisers are the best in the business. Learn from their winning CTV strategies. Key metrics that demonstrate ROI Brand lift A properly structured brand lift study measures whether your contextual placements are actually moving the needle on awareness, consideration, and purchase intent. We've seen contextual campaigns deliver brand lift increases ranging from 5% to 25% depending on category, creative quality, and media mix. The key is using test-and-control methodology to isolate the impact of your contextual placements from other marketing activities. A scientific approach to measuring paid media's impact on actual business growth Viewability & Attention Because contextual ads appear in relevant content environments, users are already engaged with related topics—they're not being interrupted mid-scroll through unrelated content. Industry benchmarks show contextual placements often achieve 5-15 percentage points higher viewability rates than behavioral targeting , with some premium publishers seeing viewability rates above 80%. More importantly, attention metrics (measured through eye-tracking or engagement proxies) tend to be stronger when the ad aligns with the content context. Cost-efficiency Contextual advertising typically delivers 10-30% lower CPMs than behavioral targeting, especially on premium publisher inventory. Why? Because you're not paying the "audience tax"—that premium charged for highly specific behavioral targeting segments. Lower CPMs mean your brand campaign budget stretches further, achieving more reach and frequency within the same investment. Cross-channel attribution Contextual advertising rarely operates in isolation, and its impact often shows up in downstream channels. We've tracked significant increases in branded search volume (15-40% lift is common) following contextual brand campaigns, along with measurable improvements in direct traffic and organic social engagement. Eliminating data silos and maximizing visibility into the customer journey is crucial to understanding how your omnichannel campaigns are performing. Move away from CPMs and impressions, and toward goals that actually push business growth. 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. Shoppable CTV is a high-performing example of the power of contextual targeting. 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 quite a bit, 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.

Exverus' Sean Edwards explains the groundbreaking media strategy that earned "The Chosen" over $50MM in revenue in 3 months It’s red carpet season in Hollywood, and all eyes are on the stars of Hollywood Boulevard premiering their new blockbusters. But could the next box office hit be an indie TV show…set 2,000 years ago? We proved it could! To sell tickets to the season premiere, indie phenomenon The Chosen  engineered a new entertainment model: Instead of movies starting in theaters then going home to streaming, we took an existing TV series and expanded it to movie screens. It was an unusual strategy; we didn’t have a dollar to waste. We had to build major anticipation to make Season 5’s theatrical debut successful. Sean Edwards of Exverus by Brainlabs explains how we pulled it off at the 2025 ‪MediaPost Data & Programmatic Summit in South Lake Tahoe, California. Watch below! Full-funnel media finds audiences and drives sales Entertainment marketing gets a new model We catapulted awareness and fandom larger than we thought possible! And set a personal box office record in the process… Non-viewer awareness of the show increased 44%, to a whopping 72% in Season 5! DISQO brand lift studies showed an aided awareness level 4.6x Entertainment category norms. Four-point-six-times. And most importantly, The Chosen: The Last Supper sold 6.1MM tickets, grossing $50MM in theaters to set a new record and putting the franchise at over $140MM in global lifetime revenue! After the Times Square takeover, financial contributions to the show spiked significantly Variety , Yahoo! , IMDb , The Tonight Show w/Jimmy Fallon , The View , and other top-tier outlets featured the iconic strategy. Our omnichannel media plan reached beyond core audiences while expanding The Chosen as genre-breaking entertainment. In bypassing major studios and independently bridging the transition from at-home streaming to box-office phenom, we proved The Chosen isn’t just a show – it’s an entirely new business model for the entertainment industry. For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

Los Angeles headquartered agency also wins 2024 Ad Age Media Campaign of the Year. LOS ANGELES (JULY 25, 2024) -- Exverus Media has been awarded the GOLD title of Ad Age Small Agency of the Year: Media for the second consecutive year, having won the SILVER title the year prior and again in 2020. Ad Age annually bestows the title upon small media agencies who show outstanding revenue growth, employee growth and retention, technological innovations, creativity, and agency culture. Ad Age reports: " Exverus has embraced the melding of media channels for clients, using AI-powered ad tech to plan and target marketing to achieve unique business outcomes and tapping into growing channels such as social commerce , retail media networks , and retail ad formats in CTV . " Exverus also took home the silver trophy for Small Agency Media Campaign of the Year 2024 for our ' Premier Nutrition: Winning Prime Day ' campaign, which combined social influencer marketing with retail media dayparting to make Premier Protein shakes the top-selling food/beverage item on Amazon Prime Big Deal Days in October 2023. That same media campaign previously won a WARC Effectiveness Award for Best Path to Purchase in May 2023. Founded in 2014, Exverus is a Los Angeles headquartered media agency elevating growth-stage brands through traditional and programmatic advertising , retail media networks & e-commerce, paid search , social media advertising , and campaign analysis . 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. Our incredible staff of media planners & buyers, performance marketers, ops technicians, and data analysts have shown yet again they're the best in the biz, and we couldn't be more proud or grateful to you all. Time to celebrate!! Please send all press inquiries to Michelle Andrade at michelle.andrade@exverus.com . For more agency news and advertising industry insights; subscribe to our weekly Paid Media Insights  newsletter here .

Why working with professional media planners can be more cost-effective in the long run than hiring one in-house. Photo Credit: Fauxels Brand marketers have to make big decisions every day -- when to launch new products, what the packaging design should look like, who to hire internally and externally. And in 2025, with a potential dip in the economy looming and marketing budgets on the chopping block, you’ve got to balance cost-cutting with ad-spending that keeps sales up!   Just as we saw during the pandemic, the ability to  pivot quickly and eliminate inefficiencies  will be critical for marketing leaders navigating ahead. It would be natural to consider cutting ties with your external partners. After all,  Meta and  Google  are appealing directly to brands, making their buying platforms as user-friendly as possible to eliminate the need for agencies. And generative AI is helping with creative and analytics at record speed. But it's precisely during tough economic periods that you need an experienced, nimble media agency to help. Why?  Because media channels are like ingredients, and agencies are like professional chefs. Anyone with a Facebook or Google account can run ads – but if they don’t have a deep understanding of: what your target consumer’s purchase journey could look like your brand’s voice, personality, and category positioning how multiple marketing channels work together for brand  and  performance why certain campaigns perform better than others …they might as well throw your money against the wall to see if it sticks. Costs of hiring a media agency vs. hiring in-house We know we're a little biased here. So don't take our word for it! Steve Boehler , founding partner at marketing agency consultancy Mercer Island Group , explains: It’s incredibly hard for marketers to staff and maintain an outstanding in-house media capability. Platforms and technology change constantly. Best practices today are different from a month ago. Specialized planning tools are needed to plan across platforms. There is no formal career path for the folks that have hands on keyboards. There is no learning from other agency clients. Staffing your own internal media capability may seem like a cost savings, but it often is not. And the actual performance often lags behind an agency’s capabilities. Bradley Keefer , chief revenue officer at  media mix modeling  platform Keen Decision Systems , agrees: “Independent agencies are uniquely positioned to seize this moment. Lean, adaptive, and hungry, they don’t need to wait for bureaucracy to green-light innovation. They’re already integrating best-in-breed tools, building interoperable stacks that actually work, today.” Before considering hiring any media agency, ask them in the pitch process questions like: What specific expertise do you have in our industry or with similar target demographics? Which team members would be dedicated to our account, and what are their backgrounds? How do you stay current with emerging media trends, platforms, and technologies? What proprietary tools, data sources, or technology platforms do you use? What attribution models do you use to track performance across channels? How frequently do you report on campaign performance, and what does that reporting look like? Do you have preferred partnerships that might benefit our campaigns? How transparent are you about media costs, fees, and any rebates you receive? How media agencies save time and money Long-term growth strategies Economical campaign ideas Transparent pricing models Data-informed reporting & analysis Long-term growth strategies 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 , and it must be overcome to ensure brand success. Paid media efficiency isn't about eliminating channels -- it's about reaching new consumers everywhere they discover and building swift, elegant paths to purchase. We go long.  Media planners collect deep audience- and competitive-insights to build a bespoke, full-funnel media strategy that guarantees the most bang for your buck. Economical campaign ideas Exverus lives at the intersection of creativity and technology —where bold media ideas meet cutting-edge execution to drive real business results. In order to remain at the forefront, we strategically partner with advanced ad tech and media platforms to unlock transformative value for our clients. We’re not just using the ad-buying tools Big Tech offers us –  we’re inventing new ones.  In March, we partnered with SeenThis to launch a new ad format called  Social Reach , which splashes brands’ existing social videos across the open web in PubMatic’s premium Display slots. The initial results are astounding: First-to-market brand Premier Protein achieved +3.3MM more completed video views than on Meta at a fraction of the cost — $0.03 cost per completed view (CPCV) vs. $0.06 on Meta in the same 6 weeks, a + 50% improvement in efficiency !  How does Social Reach save so much money?  Guaranteed outcomes due to its CPCV price structure Scalable growth with less investment Zero need for new creative production, just repurposed assets More brands are already preparing to run Social Reach campaigns on the heels of Premier Protein’s early success. Transparent pricing models Exverus is named after the Latin phrase for "from the truth" for a reason! While the holding companies merge into increasingly opaque, profit-blinded conglomerates, mid-sized independent agencies like Exverus only get more transparent, more agile, and more proactively creative for our clients. Holdco agencies often engage in shady transaction practices like principal media buying . Not here! The right media agency partner will only recommend ad buys that will truly move the needle for your brand, based upon precise audience research. Data-informed reporting & analysis Modern, AI-powered measurement and analytics capabilities that were once reserved for the biggest high-rollers are now available to brands of all sizes through your media agency partner. Our in-house programmatic traders and data analysts use platforms like Keen Decision Systems, Resonate, Skai, and DoubleVerify to justify every recommendation with brand safety and suitability for clients’ peace of mind. Again, we're not just reporting today's sales performance -- we're evaluating your whole brand's health to ensure continued growth tomorrow and next year. If you’re curious about what fresh, new recipe our chefs could cook up for you – let’s talk. For more advertising news and tips, join our free weekly Paid Media Insights  newsletter.

Don't ignore major growth opportunities in your media plans by over-investing in video We all know video is king. For many brands, it’s now the single largest line item. Video grabs attention, boosts engagement, and drives conversions. But here’s the uncomfortable truth: most brands are overspending — not because video doesn’t work, but because it’s not being used strategically . Here are 7 digital video advertising tips for strengthening your paid media campaigns in FY26: Video can't do all the heavy lifting Shoppable CTV isn't just about sales Instructional beats promotional content Prioritize UGC over AI Repurpose your social videos for Display YouTube reigns supreme for Gen Z viewers Tap into the right frequency Video can't do all the heavy lifting Video is powerful for storytelling, but diminishing returns kick in fast. A heavy YouTube  or CTV  buy doesn’t automatically equal stronger results. Often, brands keep layering spend on video because it feels safe, not because it’s proven to be incremental.   The problem isn’t the medium, it’s the mix. Too much video comes at the expense of reach in other channels that may drive more efficient impact ( audio , OOH , retail media ) .   Over-investment also creates frequency waste: the same users see the same ads repeatedly, while new audiences remain untapped.   The question isn’t, “Are we spending enough on video?”  but rather, “What role is video playing in the funnel — and is it carrying too much weight?”   Actionable Insight : Run a reach and frequency analysis on your current video campaigns. If 20% of your audience is seeing your ad 10+ times while half your target hasn’t seen it once, reallocate a portion of spend into complementary channels that expand reach. A brand marketer's guide to one of the fastest-growing, most dynamic areas of media buying. Shoppable CTV isn't just about sales Interactive, shoppable CTV (or T-commerce) has been a wildly popular way to shorten the path between TV and purchase this year, but our actual reports show it serves a different purpose, too. Interactive TV ad units collapse the path between entertainment and purchase. Learn how we've run it successfully. After reviewing the performance of QR codes and tappable trailers for "The Chosen" 2025 theatrical campaign , Exverus by Brainlabs Media Supervisor Melanie Mogey explained to Digiday , “The scanning of QR to buy tickets was not the primary KPI for these units. VCR on the trailer for awareness was the focus....despite the interactive units gaining 28.8 million impressions, they drew just 7,500 QR code scans. The scans are not the most impressive numbers in relation to the impressions and completed views." Other agencies have been finding similar results -- brands of all types can benefit from shoppable CTV, not CPG or retail, but the impact is more broad-funnel than sales-focused. Instructional beats promotional content People browsing videos on social media, YouTube, or TV are looking for useful information and entertainment. They're more likely to engage with videos that teach them something valuable, rather than just self-promoting and asking. Demonstrate how your product solves a problem, showcase its features, or offer step-by-step tutorials. This approach boosts brand affinity and consideration. In fact, TikTok's own research demonstrated that videos displaying product usage saw a +25% lift in ad recall, +32% lift in ad likability, +65% lift in brand affinity , and +18% lift in product consideration. The average engagement for a 3-5 minute instructional video is a whopping 74% ! Prioritize UGC over AI The initial hype over AI-generated video ads may be leveling out. Generative AI tools like Invideo and Gemini Veo can quickly churn out content, but the rise of misinformation and low quality concerns highlights the need for a human touch. If you're going to use AI, always double-check facts , ensure accuracy, and prioritize a personal, relatable voice. Or, better yet, try UGC. EMARKETER data from 2025 shows 36% of marketers say user-generated content (UGC) is "extremely important" to their social media strategy, compared with just 2% who say the same about AI. Why is UGC such an effective digital video advertising format? Trust sells. There's a reason why "authenticity" is a burnt-out buzzword in marketing: A 2024 study of 8,000 consumers showed almost half (47%) consider user reviews of products the most influential content when shopping online, compared to just 11% for brand content and 10% for influencer posts. This boils down to one key element: trust. Peer reviews are much stronger purchase drivers than brand advertisements. Northwestern University's Medill Spiegel Research Center agrees: The purchase likelihood for products with 5 reviews is 270% higher than those with none. That's a powerful testament to the impact of UGC video. Repurpose your social videos for Display Imagine you’re perusing various websites on your phone. Instead of the usual square, static or video ads around the content, you see vertical video ads like on TikTok or Reels. In 2025, Exverus by Brainlabs partnered up with SeenThis to develop the first-to-market Social Reach , which expands vertical video ads to the open web and improves upon them with high-quality streaming delivery and premium placements in brand-safe environments. Premier Protein's 6-week Social Reach by SeenThis campaign beat Meta Ads in efficiency by 50%! Social Reach powered by SeenThis vertical video ads can deliver in standard display ad slots, giving brands the ability to scale their campaigns across more of the open web and reach their audiences in new ways. “Social Reach powered by SeenThis streaming vertical video gives us access to new environments to deliver social creative to audiences beyond the social walled-gardens,” said Hillary Kupferberg, VP Performance Marketing at Exverus. "This represents the next generation of much needed social extension. SeenThis’ adaptive streaming technology takes existing social assets and delivers them more efficiently than standard social formats via targeted inventory from PubMatic across the open web." Premier Protein was the first brand to run a Social Reach campaign, and it outperformed Meta Ads in terms of efficiency in the first 6 weeks! YouTube still reigns supreme for Gen Z viewers While TikTok may seem like the popular kid, YouTube remains a dominant force for Gen Z viewers. EMARKETER's 2025 Gen Z Social Media Usage report showed that over half of Gen Z social media users are spending more time on YouTube than they did a year ago. D aily YouTube usage among US adults 18-24 will surpass that of TikTok and Instagram by the end of 2025. This reinforces the notion that Gen Z can be captivated by longer, horizontal videos if the content is compelling and the creators build connection. In other words, the length isn't as important as telling a compelling visual story. Additionally, 59% of Gen Zers have used YouTube as a search engine, making it ripe for brand discovery and product reviews on par with TikTok and other social-search platforms. Tap into the right frequency   For FY26, we need to shift away from static frequency caps to a more performance-based approach that finds optimal exposure levels through data and modeling. There's a "sweet spot" where campaign performance peaks -- Amazon Ads' testing showed optimal results at 2 exposures per user , with efficiency declining outside of that. Rather than arbitrarily setting caps like "once every 24 hours" or "three times per week," advertisers should use total exposure modeling that considers the consumer's entire cross-channel journey, including digital, streaming, and even linear TV. The goal is to identify the specific frequency threshold where your campaign achieves maximum impact—which Amazon demonstrated with 15% lower CPCs at optimal frequency versus no frequency targeting. Exverus VP Hillary Kupferberg on connecting retail media and CTV with sales Remember, video content is an investment, not a quick fix . By embracing the power of storytelling, leveraging the latest trends, and understanding your target audience, you can create video marketing magic that drives engagement and fuels brand growth. 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