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

Google's Gemini offers virtual try-on for clothes shoppers. The new brand discovery channel In 2026, product recommendations from Generative AI platforms like ChatGPT, Perplexity, and Amazon's "Buy For Me" are no longer experimental—they're fully operational. And over the next few years, agentic commerce will evolve the whole shopping experience. The question isn't whether your customers will use AI agents to shop – it's whether your brand will be the one they recommend. What is agentic commerce? Agentic commerce, or agentic shopping, is shopping online powered by AI agents acting on humans' behalf. These AI agents could be embedded into generative AI platforms and/or retailers' own e-commerce sites, automatically recommending or purchasing products based on the human's needs and parameters. What is an example of agentic commerce? To borrow an example from McKinsey, "Imagine that a promising new job opportunity requires you to relocate your family across the country....You need to find a comfortable home with a manageable commute, decide what to bring and what to sell, and engage a trustworthy moving company to deliver everything on time. Then there’s the issue of finding new doctors, veterinarians for the pets, a gym, and after-school programs for the kids. It’s overwhelming. Now imagine that you had an autonomous AI agent to handle these tasks for you. With a deep understanding of your budget, lifestyle, commute preferences, kids’ hobbies, and even your pets’ needs, the agent can get to work. To research neighborhoods and housing options, it synthesizes data from multiple sites and platforms, scanning myriad real estate listings and recommending the most appealing choices. When you e-sign your lease, the agent reviews the terms to ensure anything atypical is highlighted and gets your attention." The possibilities are truly infinite. One day soon, AI agents could: automatically research and book travel schedule appointments help with supply chain logistics, and so much more! What should marketers know about agentic commerce? It completely reshapes the customer journey. Instead of starting a product search on Amazon and a flight search on Priceline, for example, consumers could use AI chatbots as the starting point for everything. This means that, instead of splitting your media spend between "brand-building" and "performance driving" channels, you'll need to build omnichannel ecosystems that an AI agent can easily understand. As of 2026, most retail media spending still occurs onsite (mostly on sponsored search and product listings). But that model breaks down when discovery shifts upstream to AI agents who filter and recommend brands without shoppers even needing to visit a retailer or website. The path to purchase will collapse into an instant, and so will data collection and learnings for brands. There is, however, a risk of losing visibility over the customer journey. As Forbes points out, "While orders may be attributed to ChatGPT, Gemini, or other LLMs, merchants are largely in the dark about everything that happened before the transaction." Winning at agentic commerce requires product data quality, structured content, and creative assets designed for AI comprehension, not just search rankings. How can brands get recommended by AI agents? Ensure your site is visible to each major GenAI tool For example, ChatGPT uses a web crawler called OAI-SearchBot to find, access, and surface information in ChatGPT search. For your site to be discoverable in ChatGPT, make sure you aren't blocking OAI-SearchBot. You may need to update your robots.txt file, to ensure OAI-SearchBot has access. For Anthropic's Claude, log into your claude.ai account. Access your profile settings. Look for the Web Search feature and toggle it on if it's currently disabled. Other GenAI tools like Perplexity and Google's Gemini may have their own processes for ensuring searchability. Become a trusted source of information Build your brand authority as a reputable source that AI chatbots will want to reference. This cannot be done by simply buying placements in AI answers. It has to be earned through positive publicity, good reviews/referrals, and producing informative content. More on how to do that below: Our parent agency, Brainlabs, is the domain expert on GEO and organic AI visibility. Feed your products directly to the bots ChatGPT launched brand plugins back in 2023 so the bot could relay accurate, up-to-date brand information directly to searchers asking questions. Now, you can provide product feeds directly to ChatGPT to potentially show up as a recommendation. OpenAI's submission periods open and close, so sign up here to be notified of the next opening. Audit your product data infrastructure When deciding which products to recommend, GenAI tools scan the structured metadata of product pages (product description, price, etc.) and third-party reviews for its summaries. This means your copy needs to be thorough, informative, and highlight key features that searchers might be looking for (budget-friendly, limited time only, sustainable, etc.) Are your SKUs tagged with deep attributes (price, size, ingredients, ESG scores)? Is your catalog synchronized in real-time across all retail partners? Also, as website content becomes more Q&A-style and less keyword-based, so should your product copy and media messaging. Anticipate likely questions and answer them naturally to get recognized by AI platforms. "Visual search is growing, especially among younger users, so don't neglect your image SEO. Keep your product photos fresh and appealing, with thoroughly descriptive image descriptions, captions, and alt text. These steps will help users discover your brand content." -- Michael Robbins, Exverus Associate Director of Search & Social The choice is simple: adapt your retail media strategy for an agent-first world, or watch your share of voice—and share of cart—get algorithmically optimized away. Need help? The retail media & e-commerce media buying experts at Exverus know how to keep brands top-of-mind and added to baskets everywhere. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

In 2026, multicultural marketing is mainstream. But appealing to diverse audiences effectively takes some thought, care, and research. With so much public debate around DEI (diversity, equity, and inclusion) these days, it can be difficult for marketers to know how to proceed. But the numbers make it clear: Multicultural and diverse audiences now represent 40% of the U.S. population and are growing faster than the general market. Yet, most brands allocate only 5% of their marketing budgets to reaching these vital consumer segments. This disparity represents both a challenge and an opportunity for brands. What is multicultural media buying? Multicultural media buying is the process of strategically allocating advertising budgets to reach diverse audiences by understanding their cultural preferences and media consumption habits, then tailoring ad campaigns accordingly. In the late 90s and early 2000s, "multicultural marketing" referred to targeting and messaging intended for minority racial groups, but it has since expanded to include LGBTQ+ groups and people with disabilities. Many have argued that the term "multicultural marketing" is obsolete because thinking of it as a standalone initiative, separate from regular marketing efforts, only furthers divisions and diminishes the buying power of minority groups. As Notorious111's Chief Creative Officer Brandon Rochon said in an op-ed for Ad Age, Gen Z, the most diverse generation in history, has grown up in a world where culture isn’t segmented but shared. They don’t see hip-hop as “Black music” or streetwear as niche—they see it as the culture. Brands that fail to evolve and continue treating multicultural markets as afterthoughts risk irrelevance because, in the new economy, culture isn’t a subcategory—it’s the currency of connection. And while it's true that including potential consumers of many demographics should be a regular part of any media plan, appealing to underserved groups does take some thought and consideration. When brands go wrong and come across as tone-deaf, the results can be catastrophic. What is the buying power of multicultural consumers? EMARKETER data shows that in America, Hispanic consumers are projected to reach $2.8 trillion (with a T) in buying power by 2026, an increase of 320% since 2000. African-American consumers are projected to reach $2.1 trillion in buying power by 2026, a 183% increase since 2000. And Asian-American consumers are expected to reach $1.9 trillion in buying power, or an incredible 367% increase from 2000 to 2026. That's some serious dough. Do multicultural audiences lack scale for major campaigns? No — this is often referred to as the "scale myth." Despite representing 40% of the population, multicultural audiences receive only about 5% of marketing budgets on average. Modern programmatic advertising and addressable media tools make reaching these audiences more efficient than ever. The truth is that multicultural audiences offer tremendous scale. As Gonzalo Del Fa, president of GroupM Multicultural, noted to Adweek, "Scale doesn't come from the content. Scale comes from the audience." The Integration vs. Specialization Debate Should multicultural marketing be integrated or run as a specialized strategy? The industry is split. Some argue full integration into general market planning avoids treating diverse audiences as separate or "other." Others maintain that distinct media consumption habits require specialized expertise. Exverus's approach favors bringing multicultural expertise into mainstream planning from the start, rather than treating it as an afterthought. Advocates of the integration perspective argue that separating multicultural initiatives reinforces divisions and treats diverse audiences as "other". They point to Gen Z's fluid cultural identities as evidence that strict demographic targeting is becoming outdated. Integration supporters worry that separate multicultural teams can lead to token representation or relegating diverse markets to smaller budgets. On the other hand, devotees of the specialized expertise perspective say that different communities have distinct media consumption habits which require targeted approaches. They worry that "integration" often means multicultural considerations get diluted or lost entirely, and they point to failed campaigns where brands misunderstood cultural sensitivities as evidence for specialized knowledge. Our former SVP of Strategy, Melissa Andraos, explains: "I believe including specialists with multicultural media expertise is critical for reaching diverse audiences with relevant messaging that speaks to key values in order to build up brand loyalty. To me, it's the most authentic way to foster meaningful relationships." Best practices for authentic multicultural media buying Invest in cultural intelligence This means going beyond surface-level demographics to develop nuanced insights into various communities' values, interests, and lifestyles. What kind of TV, movies, or YouTube shows do they watch? What kind of social content do they enjoy? Build teams with firsthand cultural knowledge or partner with specialists who understand these nuances beyond demographic statistics. Plan for multicultural from the start Integrate diverse audience considerations into initial campaign planning rather than adapting general market campaigns later. Consumers can quickly detect forced or superficial diversity efforts. Instead of checking boxes, successful brands create campaigns that resonate with genuine cultural relevance and respect. Privacy-first targeting solutions Today's contextual targeting capabilities offer sophisticated ways to connect with diverse audiences without compromising privacy. Advanced AI tools can categorize content with remarkable precision, aligning context with audience taxonomies at whatever granularity your brand requires. Omnichannel media planning for scale and reach Working with omnichannel DSPs or trading desks allows brands to connect programmatic advertising seamlessly with cultural data signals. Additionally, partnering with diverse influencers who have authentic connections to your target communities can dramatically amplify your message. Test and learn Use A/B testing with brand and performance KPIs to refine your approach, recognizing that diverse communities respond differently to various content and formats. Support diverse media ownership Allocate budget to publishers and platforms owned by underrepresented groups, creating a virtuous cycle of representation. "From my 12 years' experience in multicultural advertising, I believe it is critical to have a Total Marketing Approach, which recognizes the importance of supporting different market segments (General Market, Hispanic, Asian, African-American, etc.) under one campaign idea and tailors the creative messaging and media plan for each segment. With the US population and buying power for these segments growing, we need to keep evolving toward Total Market Approaches." - Vanessa Pinzon, Exverus Media Director What is the Total Marketing Approach? It's a strategy that recognizes the importance of supporting different market segments (General Market, Hispanic, Asian, African-American, etc.) under one unified campaign idea, tailoring creative and media plans for each segment. The future of multicultural media As we move further into 2026, the distinction between "multicultural" and "general market" continues to blur. The most successful brands recognize that culture sits at the center of consumer identity and purchasing decisions. For Gen Z and younger millennials especially, diversity isn't a political statement; it's their lived reality. Brands that authentically reflect this reality in their media strategies will capture the attention, loyalty, and purchasing power of America's increasingly diverse consumer base. For more advertising news and tips, join our free, weekly Paid Media Insights newsletter.

Boutique fitness franchisor appoints Brainlabs for full-funnel media planning and performance across its portfolio of brands. JULY 15, 2026 (LOS ANGELES, CA) -- Xponential Fitness, the global franchisor behind boutique fitness brands Club Pilates, Pure Barre, Yoga Six, StretchLab and BFT, has appointed Brainlabs as its media agency of record. The scope covers full-funnel brand strategy, media planning and buying, and performance analysis. The account will be managed by Brainlabs' Los Angeles-based team. Xponential and Brainlabs share a commitment to integrating technology and scientific rigor into everyday operations. Xponential's XPLUS program delivers fitness classes digitally for at-home or on-the-go accessibility, while Brainlabs' proprietary technology platform, Cortex AI, optimizes media strategy at speed and scale. News of the partnership was announced by MediaPost today. "We chose Brainlabs because they're ahead of the curve in terms of technical expertise. Their spirit of 'growing but still boutique' is just like ours, so it's a perfect fit." - Mike Nuzzo, CEO at Xponential Fitness The partnership's first national campaign, "Every Body Club Pilates," sought to expand the brand's audience by highlighting diverse body types and making Pilates feel approachable to anyone. Future efforts will extend this approach across Xponential's portfolio, offering more classes in-studio and online with highly trained instructors and industry-grade technology. "We launched the 'Every Body Club Pilates' campaign in record time. It's a testament to the agility of our team and the speed our technology allows for." - Vanessa Pinzon, Media Director at Brainlabs Work is already underway across the Xponential portfolio. About Xponential Fitness Xponential Fitness, Inc. (NYSE: XPOF) is one of the leading global franchisors of boutique health and wellness brands. In partnership with its franchisees and master franchisees, Xponential offers energetic, accessible, and personalized workout experiences led by highly qualified instructors in studio locations throughout the U.S. and internationally, with franchise, master franchise and international expansion agreements in 49 U.S. states, Puerto Rico, and 28 additional countries. Xponential’s portfolio of brands includes Club Pilates, the largest Pilates brand in the United States; StretchLab, a concept offering one-on-one and group stretching services; YogaSix, the largest franchised yoga brand in the United States; Pure Barre, a total body workout that uses the ballet barre to perform small isometric movements, and the largest Barre brand in the United States; and BFT, a functional training and strength-based program. For more information, please visit the Company’s website at xponential.com. Follow on LinkedIn. About Exverus by Brainlabs Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com. Follow on LinkedIn | Instagram | YouTube Please direct all press queries to michelle.andrade@exverus.com.

Mastering your retail media search strategy can persuade shoppers already in a purchasing mindset. A new set of challengers is rising up to steal share of search from Google. No, they’re not Bing or ChatGPT – they’re retail media networks (RMNs). While social media takes the reins of brand discovery, RMNs are becoming a mid-funnel consideration-driver where consumers go to learn more about brands they discover. Amazon is now the most popular place for US adults to start a product search, according to 2024 research, and EMARKETER predicts retail media ad spend will more than double over the next five years, reaching $129.93 billion by 2028. So, how can your brand influence customers right where they already shop? Read our comprehensive guide to buying retail media for growth across the funnel FAQs about retail search What is retail media search marketing? Retail media search marketing is a strategy that helps brands appear prominently on the search results pages of retailers’ e-commerce websites and mobile apps. It can be achieved by organic or paid media tactics, onsite or off-site, leveraging the value of the immense first-party purchase data retailers hold. In other words, it’s applying the principles of search marketing to e-commerce sites and retail media networks (RMNs). What is the difference between onsite and offsite retail media? Onsite is a retail media solution that displays advertisements for brands within a retailer’s website or mobile app. An example is opening Walmart’s shopping app and seeing an ad for Premier Protein displayed at the top of the search results page for “protein shakes”. Off-site is media published by a brand on external advertising platforms, including traditional search engines, social media, display, video, mobile, audio ads, and more. Currently, the biggest driver of off-site retail media growth is Connected TV (CTV)! Is retail media the same thing as Google Retail Search? Not exactly. Retail Search is a specific service provided by Google Cloud that some retailers use to employ similar Google Search type capabilities but with the retailer’s own products. Most retail media search ads are bought through RMNs or demand-side platforms (DSPs). Why does retail media search matter for brands right now? High purchase intent Sponsored search advertising has exploded in the last couple of years because consumers come to retailer sites or apps already in a purchasing mindset – no demand generation required. Precise targeting capabilities Social media networks may have data on what you’ve shown interest in before, but retailers know what you’ve actually bought before. That makes their deep wells of first-party consumer data extremely valuable for efficient targeting and closed-loop measurement. Trouble at Google Retail search poses a huge threat to the search market dominance of Google, which regularly faces antitrust behavior allegations and steep competition from AI-powered search bots. While retail media search spend grows like ivy, traditional search ad spending growth will slow to just 0.9% YoY in 2028. How can brands sharpen their retail media search strategy? Five moves make the biggest difference: prioritize home page placements for visibility, segment audiences precisely using retailer first-party data, own long-tail niche keywords instead of relying on broad match, plan for the full nonlinear customer journey (not just the final click), and track the metrics that actually map to business sales growth. Prioritize home page placements The home page of a retailer’s site or app is a coveted placement for advertising because it’s the most visible with the widest reach, and it’s the most memorable thanks to the primacy effect. Here’s a good visualization of the purpose each page level of an e-commerce site serves: Photo Credit: Google Cloud Segment your audience If your feminine product ads are being served to biologically male customers, those wasted impressions are wasted ad dollars. Every product isn’t right for every consumer! To optimize your retail media budget, you’ll need to get precise with your targeting and segment your audiences. Fortunately, the first-party data provided by retail media networks solve this problem very well, if you’re putting in the right audience parameters. Check out this excellent list of audience segments put together by the IAB: Photo Credit: Jeffrey Bustos, IAB Dominate your niche Our own Senior Search Specialist, Michael Robbins, advises: “Find the long-tail search terms that resonate with your consumers best, and aim to own those key terms. Be specific; do not take your hands off the wheel, going broad-match and letting the ‘algorithm’ do the work.” Take this example from our back-to-school marketing guide: Adding contextual keywords to your search mix can boost visibility and drive sales. For instance, 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. Learn how AI search tools are impacting our paid search strategies Consider the whole customer journey Despite the popularity of e-commerce and online shopping, most consumers are operating in a “click-and-mortar” style: either buying online and picking up in store, buying online and returning in store, or discovering brands in-store and following on social media. To beat the competition, you’ll need to meet your target customer at each point along their nonlinear journey. Don't forget to influence them BEFORE they start shopping - using tactics like TV, video, audio and OOH to improve brand perception and credibility. Choose your metrics wisely As with any media tactic, it’s imperative to use the right metrics for your brand’s specific campaign goals. The report below from IAB Europe shows there’s still a discrepancy between the information sought by media buyers and what’s provided by media sellers. Photo Credit: IAB Europe For CPG brands advertising on retail media networks, of course, the most important result is growth in business sales. But over what timeline? And by what means? Which channels are worth continuing to invest in, and which aren’t? These kinds of questions are more complex, and they’re answered with help from tools like: Holistic measurement tools like DISQO Marketing mix modeling Multi-touch attribution Brand lift studies (which predict next year’s growth) The right media agency can help you figure out what goals and metrics make the most sense for your business and how you can exceed them! Your retail media search strategy is key to eclipsing your business objectives. For more media buying news and tips, subscribe to our weekly Paid Media Insights newsletter.

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

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

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

Acquisitions can put employees on edge and dilute the culture you've created. Learn how to ease minds and preserve your values from a founder who's been there. If you're a Founder or CEO in the process of selling your company, or just thinking about your future exit strategy, you'll need to be intentional about preserving the company values that made it successful in the first place. Company culture isn't just what's in your mission statement or posted on the wall; it's how your employees would describe their work life when you're not in the room. It's in lunchtime conversations and private Slack messages and work-from-home habits. A positive culture with team cohesion and high employee engagement requires active maintenance, and a merger or acquisition can seriously threaten it if you're not careful. Independent ad agency Exverus was built by 3 founders on the values of radical candor, work-life balance, passion, and service. So when we sold to Brainlabs (a much larger, but still independent agency); aligning company values was top priority. Exverus Cofounder and Managing Partner Talia Arnold joined the AdvertisingWeek Agency Alchemy Podcast to discuss how we've maintained our people-first, flexible yet high-quality work culture post-acquisition. Q&A about company culture Let's go back to the origins of Exverus. What defined the culture and operating philosophy? Well, the name Exverus is Latin for 'from the truth', and being founded by three partners who all came from larger agencies, we had a deep feeling that things could be done more directly, more straightforward without hiding. This was back in the days before transparency was a major catchphrase in the advertising world. And the idea of starting an advertising agency all around the truth, at that time, was very novel. So, that has always been our foundational value: telling the truth in the work we do for clients, how we charge them, whether or not their results are good or bad or ugly, and how we all relate to each other. We also have this big belief in radical candor, which is something that has not been written or talked about enough. How do you walk that line of telling the truth, even when it's uncomfortable, even when people don't want to hear it, while still being respectful and solution-oriented? That has always been our goal. Acquisitions can often dilute what made an agency special to begin with. What specifically made Brainlabs feel like the right partner for that, vs. any other growth opportunity for the sake of growth? It's something that any company that is thinking about selling will really have to search their souls to evaluate, because it depends on the reason you want to sell. A big part of the reason we wanted to sell was because we felt we were constrained by our ability to grow. We wanted to keep doing what we were doing, what we still believed in, but within a larger support system. And so, when we met Brainlabs, it was very much complementary services: They are very strong on performance, data, tech. They had developed a lot of their own proprietary tech, which we were desperate to take advantage of; and at the same time, we wanted to maintain our culture, our client relationships, the trust we built, our strategic value. We're really a strategy-based agency, so being able to combine the strategic thinking with acting on many areas of our clients' business with data, technology, creative services, and so on -- it gave us the confidence that the partnership would be very symbiotic. Digiday first broke the story of our acquisition in 2025. You've emphasized commitment to people, and the culture, and the service. How do those values actually show up in the day-to-day, and how do you protect them at scale? When you start a company with three people and see it grow one by one, you see how literally every individual employee transforms a company. And the way that plays out day to day is, we're very ownership-based, meaning employees feel a sense of ownership over their projects. They can come up with new revenue opportunities, new ideas, new solutions; and there's a lot of freedom to do that - there's not a lot of red tape or bureaucracy, still. We still very much have a remote work culture where that makes sense and a lot of together time. Our annual company retreats, the way we celebrate each other's personal lives and accomplishments. And my absolute favorite thing: We still have 3x week all-hands status meetings, and every Friday, we do shout-outs where individuals send gratitude to people on the team for their contributions that week. It's the most heartwarming thing ever. There's a lot of talk right now about AI replacing people or driving efficiency through cuts. You've taken a different path by building technologies in-house. What's the philosophy behind that decision, and how has your team been impacted by it? Like I spoke about earlier, the team has a lot of accountability and ownership over the work they do. We have basically individual labs where people can digitally develop their own tools using AI, to invite others to collaborate, to say, 'Here's a process we used to do, and I've created a program that automates it or evaluates it.' So, people are really excited about the opportunity to take control of not only the work, but how it gets done. For other agency leaders perhaps considering an acquisition, what do you think is the biggest misconception about maintaining culture? What advice would you give? The day one advice is, establish relationships with people as individuals. It's like any new relationship - dating, marriage - you've got to get to know each other and understand each other's values. It's definitely a learning process for us, understanding What are the Brainlabs values? How do they like to work? How's it different, or what can we take from it? For me, it was a bit like starting a new job, or the 'first day of school' kind of feeling. But at the same time, I had my family back home, my Exverus family where everything was consistent. How do you see growth now and moving forward, say 12 months from now? We've always seen growth as the power of the combined impact between both organizations. We're really seeing the benefit of the full-funnel media approach that Exverus has always had and the deep category knowledge in CPG, entertainment, tech, health and wellness; combined with what Brainlabs has brought in B2B, travel, and tourism. With those complementary skill sets, we can now to go market with so much more experience and credibility; that's the unlock. Links to the full podcast interview on all streaming platforms are on advertisingweek.com

The #1 burger has officially moved in with the #1 baseball team. Habit Burger x LA Dodgers: Hometown heroes in fresh heaven Habit Burger & Grill has set down roots in Dodger Stadium and transformed an existing Habit location on Sunset Blvd. into "Dodgers x Habit Home Base" — a dedicated fan destination open pre- and post-game. Supporting the whole effort is an iconic DOOH media campaign placed along actual fan game-day routes — meeting people where the energy already is, not interrupting it. The eye candy is a sweeping mural by celebrated LA artist Ali Gonzalez that makes the partnership feel less like a sponsorship and more like a love letter to the city itself. Two brands that have spent decades earning deep loyalty in LA are finally sharing the same stage, right as the Dodgers come off of back-to-back championship seasons. Like many brands in 2026, Habit recognizes that consumers are hungry for in-person, communal experiences, and nothing beats a baseball game for that. It’s part of Habit’s nationwide expansion that aims to be a good neighbor in each new local community they enter. Media planning, buying, and analysis is led by Exverus by Brainlabs, with creative by OptimismBH and OOH execution by Kevani. Leading the charge at Exverus is Media Director Georgia Schreiner, a 15-year advertising pro and Ad Age Media Planner/Buyer of the Year. About Habit Restaurants, Inc. Born in sunny Southern California in 1969, Habit Burger & Grill quickly gained a devoted following for its Charburgers, cooked to order over an open flame. Since then, the menu has grown far beyond burgers, offering a fresh take on Californian-inspired flavors. Guests can choose from a meaningful selection of handcrafted sandwiches, crisp salad bowls topped with hot, chargrilled chicken, and creamy handspun shakes, all made fresh and cooked to order. Habit has earned notable recognition over the years, including its Double Char being ranked #1 twice by USA Today 10Best*, its Tempura Green Beans named the #1 side twice by USA Today 10Best, and the brand itself recognized as the #1 Fast Casual Restaurant by USA Today 10Best. Connect with Habit: Instagram, TikTok, & LinkedIn About Exverus by Brainlabs Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com. Connect with Exverus: LinkedIn, Instagram, & YouTube

Programmatic digital out-of-home media is now more precise and more measurable thanks to advances in AI-powered ad placements. Forget static billboards on a dusty highway. Out-of-home media (OOH) is impactful, innovative, and drives major business growth downstream. Now that digital OOH media can be bought programmatically, it's easier than ever to both target audiences and measure outcomes more precisely. EMARKETER projects that DOOH will account for 45.2% of total OOH ad spending by 2028, more than doubling since 2016. This growth is largely driven by AI-powered innovations that enhance targeting capabilities, measurement precision, and creative possibilities. Photo Credit: Marcus Herzberg Benefits of AI-powered digital OOH media buying The integration of AI into digital OOH advertising has created significant advantages for marketers seeking impact beyond crowded digital channels. Real-time responsive adjustments According to the OAAA's 2023 OOH Tech Showcase report, AI-powered solutions are helping advertisers deploy more relevant content by analyzing real-time data feeds and adjusting creative elements accordingly. AI algorithms can analyze environmental factors such as weather, traffic patterns, and time of day to dynamically switch out creative assets, transforming what was once a static medium into a hyperresponsive digital channel. Efficient audience targeting AI-powered bidding platforms use up-to-date information on consumer behavior, location, and environmental conditions to deliver hyper-relevant ads, ensuring the right message reaches the right audience without wasting ad spend. Improved measurement Advances in measurement have addressed one of OOH media's historical challenges. According to a 2022 study by the Digital Place Based Advertising Association (DPAA), 64% of surveyed media planners and brands cite improved measurement capabilities as a key factor in increasing their DOOH investments. What gets measured gets managed, as they say. Omnichannel media plan integration With programmatic buying platforms, AI technology easily connects digital OOH media activations with other advertising channels, making it a key component of a unified media strategy. Programmatic DOOH campaign examples We used DOOH to take over Times Square in NYC with portraits of smash TV hit The Chosen, shot by famed photographer Annie Leibovitz! The client saw financial contributions spike instantly. We also knocked out a Times Square DOOH activation for Premier Boxing Champions (PBC), leading to expanded awareness and pay-per-view clicks. Photo Credit: NPRP Media And check out this award-winning example of a "living wall" we created in partnership with NPRP Media and Humanaut for SUJA organic juices: Current Limitations and Future Challenges Despite impressive advances, AI-powered digital OOH still faces certain limitations. Privacy considerations represent a significant challenge as more sophisticated audience measurement techniques emerge. A 2023 report by the Interactive Advertising Bureau (IAB) highlights that while 72% of advertisers want more detailed audience data from DOOH networks, only 47% believe current privacy frameworks adequately address consumer protection concerns. AI-driven OOH will require careful navigation of data ethics and consumer trust. Technical infrastructure presents another hurdle. While programmatic DOOH spending is growing, implementation costs for advanced AI systems and the uneven distribution of digital inventory limit campaign reach in certain geographic areas. Measurement standardization continues to evolve but still lacks the universal acceptance found in online channels. Brands and their media teams will need to determine case by case which marketing metrics and KPIs truly drive the business outcomes they want to see. OOH is no longer just about broad scale; it’s about precision, personalization, and performance. AI is taking it there faster than ever. Break out of that small screen, and get ready to make a big impact your audience won't forget. For more advertising news and tips, join our free, weekly Paid Media Insights newsletter.

We took over Times Square with giantThe Chosen: Last Supper portraits by famed photographer Annie Leibovitz Courtesy of NPRP Media (LOS ANGELES) FEBRUARY 21, 2025 -- Ahead of its debut in theaters nationwide on March 28, creator/executive producer Dallas Jenkins and star Jonathan Roumie were in Times Square February 13 to reveal The Chosen: Last Supper (Season 5) key art with portraits by famed photographer Annie Leibovitz. Shot in cinematic format, The Chosen: Last Supper features Holy Week, the most pivotal week in history, in this special theatrical release. Exverus by Brainlabs, 5&2 Studio’s media agency of record, worked with longtime collaborator NPRP Media to bring the takeover to life. “Times Square was the perfect place to showcase The Chosen’s beautiful photography in anticipation of the theatrical release to the public." - Exverus Media Director Anna Elema “We had 12 units surrounding Times Square for one hour with several units at eye level to be captured in The Chosen's livestreams and social posts. One of the digital wraparound units (TSX) is 18,000 square feet, so it’s fair to say we made a big impression!” - Brad Magers, CEO NPRP Media Annie Leibovitz, cast, and crew in Times Square for the reveal Then, the OOH campaign extended to Los Angeles, Dallas, Chicago, Atlanta, Salt Lake City, Rome, Madrid, Mexico City, Rio de Janeiro, and Sao Paolo; translated to each local language. We selected these markets for the psychographic and movie-going habits of their locals. After the Times Square takeover, financial contributions to the show spiked significantly. Organic branded searches surged to 3.8MM in April alone! The DOOH media activation worked in harmony with the campaign's digital, video, and earned media strategies to lift brand awareness by 4.6x the Entertainment category norms! And most importantly, The Chosen: Last Supper sold 6.1MM tickets, grossing $50MM in theaters and setting a new record for the brand. ABOUT EXVERUS Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com. ABOUT 5&2 STUDIOS 5&2 Studios connects people around the world to stories from the Bible through uniquely human and authentic storytelling. Founded by Dallas Jenkins following the global success of The Chosen, 5&2 has expanded into producing both scripted and unscripted series, an animated series, and an expansive library of digital content. The independent studio also manages its own distribution, marketing, studio facilities, and consumer product line. For more information, visit 5and2Studios.com.