How our retail media and e-commerce experts build cohesive shopping experiences that meet audiences everywhere Photo Credit: Cottonbro Studios We've said it before -- kill the funnel ! The linear sales funnel is now obsolete, as the path to purchase is complex. Consumers weave between physical stores, websites, apps, and social platforms with increasing fluidity. For brand marketers and advertisers, this presents both a challenge and an opportunity: how can you create cohesive, compelling experiences that meet potential consumers wherever they are? Download our original report here The difference between unified commerce and omnichannel Unified commerce (UC) represents the natural evolution of omnichannel strategies. While omnichannel focused on consistency across touchpoints, unified commerce takes this further by integrating backend systems to eliminate silos and create truly seamless experiences. UC allows us to manage optimizations, implement automation, report data, and more all in one platform or tech stack. According to a December 2023 Bolt survey , retailers identified omnichannel selling as a trend with the greatest impact on their business in 2024—ranking it equally important as AI. This shift isn't just about technology; it's about fundamentally reimagining how brands connect with consumers. The importance of unified commerce for brands Customer acquisition Shoppers don't think in siloes or channels. A 2024 report by Coresight Research (the official research partner of Shoptalk) showed that 65.8% of US consumers use multiple channels (such as online or in-store) to some degree when shopping. Winning brands need to understand their target consumers' habits in multiple areas of life and reach them at multiple, connectible touchpoints. Loyalty and retention Offering your consumers multiple ways to buy increases the chances they'll come back for more -- as long as it's a positive experience! Build more effective media plans Collect insights from everywhere your consumers engage with brands and build a clear data narrative in order to develop more effective media plans in the future. How to build a unified commerce strategy Invest in unified tech stacks Work with commerce platforms and marketing technology providers that offer integrated solutions. Look for partners that can connect the dots between physical retail, e-commerce, social commerce, and marketplaces. At Exverus, we use Skai to manage our e-commerce search efforts for the Amazon, Walmart, Sam's Club, Instacart, Target, and Kroger retailers. Other platforms include Salesforce, Adyen, and Kibo. Follow the customer, not the channel Structure your marketing plan around audience segments , rather than channels. This approach keeps the focus on delivering value to specific audiences regardless of where they engage. Use mobile as the connective tissue Mobile is often the bridge between physical and digital experiences. Prioritize mobile strategies that enhance discovery, consideration, and conversion across environments. Build measurement frameworks that cross channels Develop attribution models that account for the complex, non-linear customer journey. Focus on understanding touchpoint influence rather than siloed channel performance. Challenges to consider Data fragmentation Bringing together in-store, online, and offsite behaviors requires significant investment in infrastructure and strategy. Many brands struggle with legacy systems that weren't designed for cross-channel integration. Privacy and trust Consumers want personalization but are increasingly wary of how their data is used. Transparency and compliance will be critical as privacy regulations evolve and consumer expectations shift. Relevance at scale Delivering contextual, effective ads without overwhelming consumers or violating their privacy is a delicate balance. Brands must find ways to be present without being intrusive. Read here The path forward The brands that will dominate aren't just connecting channels; they're obliterating the boundaries between them completely. Your consumers are already living in a unified world. They're swiping from TikTok to Amazon to your site to a physical store without blinking. If you're still thinking in terms of "digital strategy" versus "retail strategy," you're already dead in the water. The real question isn't whether you'll adopt unified commerce, but when . Will you be the brand that sets the standard, or the cautionary tale that couldn't keep pace? For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Audio expands with fresh opportunities in retail media & in-game ads Audio advertising was by far the fastest-growing media channel of 2024, showing a remarkable 36.4% year-over-year growth according to IAB's Internet Advertising Revenue Report. At Exverus, we've been riding this wave of innovation, helping our clients become pioneers in the programmatic audio space. And our ingenuity has paid off! By securing 100% share of voice for two forward-thinking clients, we've witnessed firsthand how precise audience targeting and sophisticated measurement capabilities can dramatically expand brand awareness. The ability to track metrics like completion rates, frequency, and attribution has transformed audio from a traditional awareness channel into a data-driven powerhouse. What is digital audio advertising? How does podcast advertising work? Who's building audio integrations in 2025? Why brands should try digital audio advertising What is digital audio advertising? Digital audio advertising is the strategic delivery of brand messages through streaming sound waves, leveraging the intimate nature of audio content (usually music or podcast) consumption across connected devices. Unlike traditional radio spots, these ads use real-time data signals and interest-based targeting to reach listeners in highly personal moments - whether they're powering through a workout playlist, focusing on a gaming session, or cooking dinner to a podcast. It's sound with intention, precision, and measurability , enabling brands to become part of the soundtrack of their audience's daily digital experiences. How does podcast advertising work? While some ad buys are still made directly through Spotify or other streaming platforms, audio ad inventory is increasingly bought programmatically -- that is, through automated placements by audio supply-side-platforms (SSPs) like iHeartRadio and demand-side-platforms (DSPs) like Basis Technologies. Learn more about the advantages of programmatic audio buying here Who's building new audio integrations? Audio is converging with other channels to create entirely new opportunities for brands. Two groundbreaking developments are reshaping the way we think about digital audio advertising: Retail media gets audible The retail media revolution has found its voice – literally. Lowe's recent introduction of in-store audio advertising to its retail media network (RMN) marks a significant evolution in the space. This innovation allows brands to reach shoppers at the precise moment of decision-making, creating a direct line of communication when purchase intent is at its peak. Imagine if customer browsing the tools section could hear a strategically timed message about your premium paint brand. These contextually relevant audio messages can influence purchasing decisions in real-time, adding a powerful new dimension to retail media strategies. Early tests have shown promising results, with brands reporting increased consideration and sales lift from these targeted in-store audio campaigns. We foresee more RMNs to follow the example in the future! Retail media networks in 2026: Full-funnel marketing Gaming goes sonic In-game advertising is also integrating auditory elements! The partnership between mobile gaming giant Voodoo and UK-based adtech company AudioMob represents a breakthrough in how brands can engage with the massive gaming audience. According to Newzoo's Global Games Market Report, mobile gaming accounts for over 50% of the gaming market, presenting an enormous opportunity for advertisers. What makes this partnership particularly innovative is its non-intrusive approach. Rather than interrupting gameplay with video ads, audio messages play seamlessly in the background. This respects the user experience while maintaining high engagement rates – a win-win for both brands and gamers. Why brands should try digital audio advertising These new integrations are more than just shiny objects; they represent a fundamental shift in how brands can connect with their audiences. Here's why brands should care: Heightened Purchase Intent Retail audio ads reach consumers when they're already in buying mode, making them particularly effective for driving conversions. Effective Targeting Programmatic capabilities allow for precise audience targeting based on demographics, behavior, and real-time context. Brand Safety Audio environments (including in-store retail and in-game) offer sonic branding opportunities in enjoyable, brand-safe contexts, addressing a key concern for many advertisers. Measurable Impact Advanced analytics provide clear insights into campaign performance, helping brands optimize their audio strategies in real-time. These innovative partnerships offer brands new ways to stand out from the crowd and build memorable connections with their audience. Whether it’s the practical immediacy of in-store ads or the immersive potential of in-game audio, the possibilities are vast. At Exverus, we’re passionate about helping brands navigate these emerging channels to drive measurable results. Let’s explore how audio could amplify your next paid media campaign in 2026 and beyond. For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

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 .

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 .

Exverus by Brainlabs is the media agency of record for the "Pilates for Every Body" integrated campaign. Exverus by Brainlabs is spreading Club Pilates' message of inclusivity and belonging with a broad-reach brand awareness campaign. OCTOBER 7, 2025 (LOS ANGELES, CA) -- Club Pilates , the largest network of Pilates studios globally, just launched its first national brand campaign from independent creative agency Zambezi and media agency of record for this campaign Exverus by Brainlabs . "Pilates for Every Body" is running paid media across Broadcast on ABC, CTV, Social media, Search, Audio and Out-of-Home; as featured in LBB Online . Club Pilates is an exciting account win for Exverus by Brainlabs, adding to its robust roster of CPG / health and wellness brands like Premier Protein & Dymatize, Theralogix supplements, and Habit Burger & Grill . The "Pilates for Every Body" campaign balances two goals: reassert Club Pilates' leading spot in the market by utilizing wide-reaching media to build brand salience, and re-engage consumers in the consideration stage with personalized, addressable media at scale. "Our communications framework is built around the message that people of all types can incorporate pilates into their fitness routine for physical and mental health," says Exverus Media Director Vanessa Pinzon . "We're scaling that message while making individuals feel seen and spoken to directly." As Pilates becomes more popular, it's being swept into a fast-paced, filtered fitness culture—one that celebrates aesthetics over authenticity. But as the century-old practice takes off into the pop-culture stratosphere alongside a prevailing image of the ideal body, Club Pilates and Zambezi reinforce the true power of Pilates, a practice built on strength, healing and accessibility. The “Every Body Club Pilates” campaign sends a pointed message that Pilates is intended for every body , no matter their age, body type, or activity level.  “Since 2007, we’ve opened our doors to all bodies, all ages, and all abilities—whether you’re just starting out in Pilates, new to movement or simply seeking strength,” said Amanda Croce, Chief Marketing Officer at Club Pilates . “We believe the practice isn’t about looking a certain way—it’s about feeling better, moving better, and belonging.” The campaign debuts today during The View where it will continue to run through the end of the year, in addition to Good Morning America, GMA3, and General Hospital.  About Exverus by Brainlabs  Founded in 2014, Exverus by Brainlabs is a global, independent media agency building growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus by Brainlabs is dedicated to transparency and long-term client trust. Learn more at exverus.com. About Club Pilates Founded in 2007, Club Pilates is the largest Pilates brand by number of studios, designed with the vision of making Pilates more accessible, approachable and welcoming to everyone. Based in Irvine, CA, Club Pilates has appeared in both Entrepreneur Magazine’s Franchise 500 and Fastest-Growing Franchises nine years running, Inc. Magazine’s Inc. 5000 lists multiple times, and was honored with Forbes’ Best Customer Service Award. Club Pilates offers extensive training certification for its instructors, including its 500-hour training program. Club Pilates is headquartered in Irvine, CA and part of the Xponential Fitness family of brands, a leading curator of boutique health and wellness brands. To learn more about Club Pilates, visit   https://www.clubpilates.com . For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

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

Reddit brand campaign contributed to supplement maker's +33% lift in web traffic & +634% lift in cross-network search. In Q4 of 2024, research-backed supplement brand Theralogix and its agency partner Exverus Media effectively reached and engaged millions of Americans seeking health information via Google searches and Meta, plus an exciting, new channel: Reddit! Reddit is an increasingly popular place for consumers and patients to seek answers about health conditions, wellness tips, specific brands and more for its relatable, peer-to-peer nature. The site’s high trustworthiness is particularly attractive for women seeking info about their health, which has historically been under-researched, underfunded, and misunderstood by the mainstream medical community. “We’re joining the conversation by establishing a presence in spaces where consumers already share info with their peers on social media", says Exverus Media Director Georgia Schreiner. From September to December 2024, the Exverus Media team (led by 2023 AdAge Media Planner of the Year Georgia Schreiner) ran a full-funnel media plan integrating Paid Search & Social to educate new consumers actively searching for answers and shopping for solutions Theralogix can help with. These include common nutritional needs like fertility and metabolism, uterine health, and reproductive health. “In 2023, the Theralogix media strategy was fully focused on conversion, so in 2024, we recommended a channel mix promoting brand discovery, health education, and product consideration all at once”, says Schreiner. “We’re joining the conversation by establishing a presence in spaces where consumers already share info with their peers on social media." As a result, Theralogix saw +33% increase in website traffic over the previous quarter and +634% increase in cross-network search! Most importantly, Q4 saw +32% growth in Shopify sales and +12% increase in Amazon sales vs baseline. That’s a quick lift! About Theralogix Theralogix raises the bar when it comes to premium, research-backed nutritional supplements. Every product is independently certified by NSF® International for content accuracy and freedom from contaminants. Theralogix has been a top physician-recommended brand for over two decades. For more information about Ovasitol and other products, visit theralogix.com. About Exverus Media Founded in 2014, Exverus is a Los Angeles media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Learn more at  exverus.com . For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

"The Chosen App: Download Your Calling" gathered fans, sold merch, and grew viewership by driving over 1 million app downloads in 3 months. OCTOBER 9, 2025 (LOS ANGELES, CA) -- Exverus by Brainlabs was awarded the 2025 MediaPost Online Media, Marketing & Advertising Award (OMMA) for Best Mobile Marketing Campaign for "The Chosen App: Download Your Calling" plan, which ran in 2024. See all the winners here. In preparing to launch Season 4, "The Chosen" media team, led by Exverus' highly decorated Media Director Anna Elema , planned an integrated paid media strategy aiming to drive 495K mobile app downloads at a cost per install of $4 or less to grow the viewing community and raise enough funds to continue production. Consumer behavioral data confirmed that our US-based target audience uses mobile for internet access more than any other device type, and their top two internet activities are watching videos and messaging, so a streaming/community app was the perfect way to engage them. To entice viewers, we teased behind-the-scenes footage, access to the stars, and app-exclusive trailers. Since the chief KPI was downloads, we focused our efforts on the places where people consider downloading new apps: the Apple and Google Stores, plus Meta, which our target demo over-indexed on for discovering brands and cultural phenomena. In fact, market research showed that in 2024, over half of millennials and Gen Z reported getting better recommendations for TV shows and movies from social media than from streaming services! The path-to-install was content-driven and effortless. We mixed up the creative visuals in real-time response to CPI fluctuations and infused extra spend around theatrical Hollywood premieres to capitalize on branded volume.  And it worked: In 3 months, we made The Chosen App #1 in the AppleTV Store and the #2 free app in the iOS store! We drove nearly 1 million downloads in the US, double our goal and triple the global app-install trend for the same period. Our cost per install averaged $1.91, or 52% lower than expected! Apple Search alone landed a $0.94 CPI, a stunning 76% below the platform benchmark.  Grab your chalice and popcorn and cheers! For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

With Amazon Prime Day right around the corner, businesses (and shoppers) are busy prepping for the retail giant's crazy deals. Here's how brands can make the most of it. Key Facts: 46% of Gen Zers and 55% of millennials  plan to start holiday shopping in October or earlier, making Prime Big Deals Day crucial for early holiday sales. Prime Day marketing can increase sales by up to 300%  when executed properly with the right strategies and preparation. Some retailers start stocking inventory for Prime Day as early as March , leveraging Amazon Fulfillment Centers and third-party logistics for peak demand. Most consumers operate in a "click-and-mortar" style  in 2024, requiring brands to meet customers at each point along their nonlinear journey. Amazon Prime Day (and its fall companion, Prime Big Deals Day) have become national holidays for consumers, retailers, and brands, and it runs right into the holiday shopping season. EMARKETER reports 46% of Gen Zers and 55% of millennials planned to start making holiday purchases in October or earlier, which could reflect financial strain that is leading them to spread out buys and grab early discounts to avoid bigger bills later in the season. But, while Prime Day is a great time for businesses to grab the spotlight and drive sales, there are some potential pitfalls to avoid. To ensure your business shines bright on Prime Day, here are four things your brand should look out for when planning your offers: 1. Have a backup plan In an ideal world, everything will run smoothly on Prime Day. All of your promos, ads, codes, and tracking analytics will go off without a hitch. But even Amazon's technology isn't impervious to glitches along the way. That's why it's crucial to have a backup plan in place and, if needed, quickly switch to it to prevent any losses. To get ahead of issues, have your team "walk the store" throughout Prime Day to spot any weak links. For example, back in 2022, a Black Friday technical outage resulted in inaccurate sales and advertising spending data. This resulted in some businesses overspending in certain areas and underperforming in others. Consider creating bulk sheets, so your team can quickly adjust promotions and pricing if needed or have a separate budget set aside for unexpected needs. 2. Stock enough inventory Nothing is more disappointing (or damaging to Prime Day sales) than seeing a desired product only to find out it's not in stock. Ensure your inventory and supply chain can keep up with the influx of orders with Prime Day. The earlier, the better, too. If possible, start stocking up on inventory for Prime Day well in advance. Some retailers start increasing their stock for flagship items in March, leveraging Amazon Fulfillment Centers and other third-party logistics services. With the sheer number of shoppers expected on the day, you don't want to miss out on potential sales. 3. Timing promotions strategically For any ad campaign, timing is everything. And this is especially true for frantic shopping days like Prime Day. We've heard many stories about incredible deals and campaigns falling flat due to poor time schedule planning, wasting precious dollars. To ensure your promotions and campaigns reach the right audience at the right time (without breaking the bank), carefully plan your campaigns with automated rules and ads targeting shoppers likely to be interested in your products. 4. Offer insanely good Amazon Prime Day deals This one sounds obvious, but it's worth repeating: Prime Day deals should be amazing . Make sure your Prime Day offers are attractive enough to draw in those bargain-savvy shoppers who know how to get the most bang for their buck. No matter what you come up with, just make sure it's really worth it for customers -- otherwise, there's no point in even trying. Audit your retail-search strategy This is different from your standard Google search marketing strategy. Be sure to: 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:  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:  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.  Consider the whole customer journey Despite the popularity of e-commerce and online shopping, most consumers in 2024 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. Amazon Prime Day Deals marketing can be a stressful time, but you have the potential to increase your sales by 300% -- that's worth the extra effort! To learn more about how we made Premier Protein shakes a top-selling item on Prime Big Deals Day 3 years in a row, head over here . 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 .