Search engines are now mid-funnel channels. Learn how consumers really discover brands in 2025 to reach new consumers. Need efficiency in your paid media plan? Save money on lower-funnel media spend by building awareness and demand for your brand among new consumers before they search. What is discovery-driven demand? Consumers, especially of Gen Z, are increasingly discovering brands without actively seeking them in a process that WARC  calls discovery-driven demand. The consumer journey  isn't a straight line anymore—it's a multidimensional, curiosity-driven web shaped by discovery-first platforms. We've found that establishing brand recognition earlier in the journey dramatically reduces the premium you'll pay for bottom-funnel conversions. This upstream approach doesn't just build awareness—it creates efficiency across your entire media investment. Is social media a search engine now? December 2024 data from ForbesAdvisor shows that social media is rapidly overtaking traditional search engines like Google and Bing as the first choice for product and trend discovery among Gen Z and Millennials. Interestingly, only 64% of Gen Z and 35% of millennials use search engines for brand discovery, a significant decline compared to 94% of Baby Boomers. Instead, popular social platforms are becoming primary search tools, with 46% of Gen Z and 35% of millennials preferring them over traditional search engines. A whopping 44% of Gen Z discover new brands on social media daily! Why the shift? Trust and community. Social networks like Instagram, Facebook, and TikTok have given voice to influencers and creators who have credibility with younger generations, which traditional marketing efforts lack. Ads are nice, but it's amazing to have a creator who fits the demographics of your target buyer and talks about your product.   That's why partnerships, influencer marketing, and user-generated content are vital to today's campaigns. Micro and macro communities have been built around these individuals, creating a sense of authenticity and connection  that search engines (and brands) simply can't compete with alone. How else can brands create demand in 2025? Here are a few ideas for reaching new consumers everywhere they’re open to inspiration:  1. Optimize for social-search  and retail-search Apply SEO principles to: Instagram , where captions perform better than hashtags to meet searchers in discovery mode TikTok , which is ripe for expanding reach and influencing viewers, particularly on its For You page and in search results Retail media networks , which can pair shopper data with sponsored recommendations more precisely than ever Exverus’ paid search expert Michael Robbins advises, “Find the long-tail search terms that resonate with your consumers best, and aim to own those key terms. Be specific; don’t take your hands off the wheel, going broad-match or letting the ‘algorithm’ do the work.” CASE STUDY: For Dymatize protein powders, we chose to highlight the brand’s unique flavor offerings (like Fruity Pebbles!) in the creative assets for social and retail media, and in turn, we saw searches for those same flavors spike significantly. Influencer and UGC social content effectively drove Dymatize branded searches 2. Invest in (and repurpose) visually engaging content. TikTok videos, Pinterest  boards, and Social Reach activations pique curiosity and engagement. Pinterest is especially well-suited for reaching people not looking for a particular product but open to inspiration.  And don't just tout a product, build a community. Research suggests that as many as 60% of millennial purchases are driven by FOMO, or Fear of Missing Out. Build the perception that owning a particular product means belonging to a larger community, and young adult customers will loyally align themselves with your brand.   3. Create new paths to purchase. Our award-winning Premier Protein & Dymatize campaign for October 2023 Prime Day did just that. On TikTok  and Instagram, we served up the kind of influencer content our target enjoys to create awareness; nurtured consideration and urgency with TikTok’s interactive features; and attached shoppable links from the social videos directly to the Amazon product pages with excellent deals to follow through with purchase. Learn more below: Start the conversation. To be recommended by AI-driven search , focus less on website click-through and more on product feeds that answer searchers’ natural questions. Engage meaningfully in conversations on Reddit , which trains AI models, as well. Get OOH and IRL. High-impact, out-of-home (OOH) media activations are excellent awareness-builders that drive branded searches.  John Hoover, SVP at NPRP Media , has the proof: “OOH media drives 7x more social engagement and search than any other format. An impressive 48% of people exposed to OOH featuring a celebrity or influencer visit the product or brand’s website afterward.” Case Study: When MasterClass sought Exverus’ help announcing the new talent on their platform (Gordon Ramsay, Serena Williams, Lewis Hamilton, etc.) we partnered with NPRP Media to implement a can’t-miss blend of large-format and digital OOH, paired with social retargeting, in multiple target demo areas. As a result, we saw a 667% boost in MasterClass searches, 47% lift in positive brand sentiment, and a 25% lift in aided brand awareness. The campaign won two Adweek Media Plan of the Year awards! Digital OOH media activations for MasterClass significantly raised branded searches Businesses that rely on traditional search traffic are being left in the dust by generative AI tools and shifting consumer behavior.  To thrive in 2025, don’t wait to be searched for—strategically position your brand where discovery happens organically, creating demand before consumers even know what they're looking for. Ready to rethink your discovery strategy? Let's discuss .  This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

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

New Creative Format Engages Audiences Across PubMatic’s Premium Supply Imagine you’re perusing various websites on your phone. Instead of the usual square, static or video ads around the content, you see vertical video ads like on TikTok or Reels. SeenThis today announced a partnership with Exverus to power their Social Reach product with its streaming vertical video technology. Premier Protein is the first client to run this new product. SeenThis’ new ad format brings the engagement of social ads to the open web, delivering with lightning fast speed using adaptive streaming technology. With SeenThis, Exverus combines the creativity and mobile-first design of social media ad formats with the power of targeted advertising at scale on premium content environments for their clients. SeenThis and Exverus are partnered with PubMatic to deliver Social Reach across their premium supply. "This year, we’re doubling down on sweetening the journey. New flavors, new products and new creative, all speaking to our strategic positioning,” said Kristin Rasmussen, Associate Director, Integrated Marketing, Premier Protein. “With the help of SeenThis and PubMatic, we’re able to spread the joy and encourage even more protein-users to join the party with amplified distribution of social content via high-performing video experiences.” “Social Reach powered by SeenThis streaming vertical video gives us access to new environments to deliver social creative to audiences beyond the social walled-gardens. This represents the next generation of much needed social extension. SeenThis’ adaptive streaming technology takes existing social assets and delivers them more efficiently than standard social formats via targeted inventory from PubMatic across the open web,” said Hillary Kupferberg, VP Performance Marketing at Exverus. The groundbreaking campaign brings the first to market vertical video ad format to the open web and improves upon it with high-quality streaming delivery and premium placements in brand-safe environments. Social Reach powered by SeenThis vertical video ads can deliver in standard display ad slots, giving brands the ability to scale their campaigns across more of the open web and reach their audiences in new ways. “SeenThis gives advertisers the opportunity to reinvent their approach to display advertising, delivering high quality vertical social video in standard IAB ad slots. With lightning-fast load times and creative formats that fit the vertical experience of a smartphone, we are unlocking new levels of performance for advertisers,” said Susan Kravitz, Head of Commercial Partnerships at SeenThis. About SeenThis Since 2017, SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 5000+ brands in 50+ countries, the company is on a journey to reshape the internet – for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. For more information, visit seenthis.co. About Exverus Media Founded in 2014, Exverus is a Los Angeles-headquartered 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. 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. Learn more at exverus.com. For press queries, contact Michelle Andrade michelle.andrade@exverus.com

5 ways the top brands stay evergreen and top-of-mind What is seasonal variation? Advantages and disadvantages of seasonal patterns 5 ways to overcome seasonality in marketing Expand product offerings Market repositioning Subscription models Live experiences Plan ahead What is seasonal variation? Flowers for Mother's Day, new cars for Christmas, costumes for Halloween -- some products really sprout with their season, right? Seasonality is an important consideration for marketers in terms of predicting demand, planning sales, and measuring campaigns. But major fluctuations in cash flow can make it difficult to plan and sustain the business’s finances throughout the year. And consumers can easily forget about your brand during off-seasons, undoing all the hard work you’ve put into building your brand equity already! So some brands are working to make their product sales less seasonal and more evergreen to keep the growth steady all year long. This is called a seasonality strategy . Source: FasterCapital Advantages and disadvantages of seasonal patterns Advantages Built-in consumer demand Plenty of time to plan a campaign Excellent customer acquisition opportunities Disadvantages Instability of cash flow More competition = higher overhead Risk of too much leftover product Whether you want to smooth out the fluctuations in your sales throughout the year or just weather the ups and downs more efficiently, a few similar guidelines can help.  Deep market research into your target audience segmented by location, demographics, and media consumption habits  is crucial to understanding your consumers’ needs and meeting them without wasting ad spend.  Here are a few ideas from top brands you could employ to mitigate the impact of seasonal cycles on your business! 5 ways to overcome seasonality in marketing Expand product offerings UGG ,   known for its wintery fur boots, has launched a new line of sandals and Mary Janes for spring with a global ad campaign called   Big Spring Energy , featuring popular musicians enjoying fun in the sun.  Canada Goose  clothing (another winter staple) is adding T-shirts, rain boots, and polos to its repertoire of heavy parkas to catch outdoor adventurers all year long.  Market repositioning Expanding product offerings isn't the only way to reduce seasonal patterns. Le Creuset promotes their high-end Dutch ovens for summer barbecues as well as winter stews, expanding the perceived utility of their existing product line. This approach offers several advantages over product diversification: Lower investment costs (no new product development required) Maintains brand focus and identity Leverages existing manufacturing capabilities Builds additional value into products customers already recognize Strengthens the core brand proposition of versatility and quality Subscription models Setting up steady revenue streams, as FabFitFun and Dollar Shave Club have masterfully demonstrated with their monthly delivery boxes, saves money and automates loyalty. These brands didn't just create subscription boxes; they fundamentally changed the way consumers interact with their categories, delivering some serious benefits to their business goals, like: Predictable cash flow. By generating consistent revenue, companies can forecast with confidence, managing inventory and staffing needs with surgical precision throughout the year. Frictionless ordering. Subscription club members don’t have to decide or remember to re-order products each month – products simply arrive on schedule, creating an “always-on” relationship that transcends the calendar.  Lower acquisition costs. Rather than repeatedly spending to attract customers during peak seasons, subscription-based companies invest in retention strategies that maintain value year-round—a much more efficient approach to sustainable growth. 4. Live experiences  Build immersive,   experiential activations  that let customers (current and future) see, touch, and feel the brand in a memorable way. These tentpole events help you  set the pace of growth, not the weather.  “Pre-market testing can help brands fine-tune in-store activations to make a real impact. By testing designs, messaging, and displays in advance, brands can be sure they’re creating experiences that genuinely engage and resonate with consumers beyond the usual seasonal rush.” - EMARKETER 5. Use consumer behavioral data to plan ahead While some fluctuation of sales throughout the year is inevitable, your business isn't beholden to them. Gather historical data and analyze search keyword trends to anticipate highs and lows well in advance, so your audience already has you in mind (and not your competitor!) when the rush comes. Conduct competitive analyses , too, so you know which media channels your competitors are running on, and find the untapped whitespace.  For example, when media planning for Amazon Prime Day or Prime Big Deals Day, our Premier Protein team knows the category giants will load up on Amazon Ads. So, instead of wasting ad dollars trying to compete, they start elsewhere for brand discovery (like clickable social ads or Reddit threads) and build a clear path to the Amazon product pages. It really works! Exverus is now offering more predictive keyword insights through our proprietary tools. Reach out to us if you'd like to conduct these analyses for assessing opportunities and outsmarting your competition, no matter the season. Plan ahead with   long-term media strategies  in mind so your brand can thrive, rain or shine.

As the agency celebrates a decade in business, we look back at how the industry's changed. Get out the cake and candles because, in January 2024, Exverus Media celebrates 10 years in business! 🥳 William Durrant, Talia Arnold, and Jack Win founded Exverus in 2014 with a shared vision for the type of agency they wanted to work for. Fed up and burnt out from a decade each of grinding for ad agencies that put profit before people, the founding Exverians built a new kind of agency: one in which people could have families without hindering their careers, sleep 8 hours a night and take real breaks, see women and people of color in leadership positions, feel good about the deals they’re signing with clients. Named for the Latin phrase "from the truth", Exverus dedicates itself to transparency and long-term client trust. Our omnichannel media plans combine market research data with creative ideas to confidently allocate every ad dollar for the maximum return. Over the last decade, Exverus has served Fortune 500 companies like CLIF bar, Coca-Cola, Post, and MasterClass. Our specialty is sustainable, wellness brands like Premier Protein, Stella & Chewy's , New Belgium & Bell's Brewery. We’ve taken the Clean Creatives Pledge to never work with fossil fuel companies, and we’re proud of what we put into the world. In that time, we've won numerous industry awards, including: 2x Ad Age Small Agency of the Year: Media 2x Ad Age Media Planner of the Year 6x Adweek Media Plan of the Year 3x CANNES Lions Shortlist LA Times' Best Workplaces in SoCal 2023 But the advertising industry has changed dramatically from 2014 to 2024. Here are just a few of the ways things have changed, according to our executives: “While it's true that the more things change the more they stay the same, remote work has been an important change that's opened us up to new talent across the country.”  - Bill Durrant , President & Founder “We've only begun to scratch the surface of what AI  can do, but it's already made such a huge impact on every aspect of our work. It has revolutionized traditional processes and shifted our approach to all facets of problem-solving, strategy, and even operational efficiency.”  - Jack Win, Head of Operations & Cofounder “The evolution of consumer privacy : this has included the introduction of new regulations such as GDPR, the growing global regulatory landscape, and the need for brands and companies to take a proactive stance on privacy all due to the rapid growth of social media, digital transactions, and digital marketing in the last several years.”  - Melissa Andraos , SVP of Media Strategy “Targeting consumers based on programmatic audience data  vs placing ads in context: there used to be way more emphasis on making a creative connection between ads and the environment across TV, print, and site direct partnerships. Now, more ads are placed in feed vs in context.”  Tasha Day , VP of Media Strategy At Exverus Media, we pride ourselves on spearheading industry changes and technological evolutions to provide our clients with the most up-to-date best practices. Congratulations to all of our employees on ten years, and big thanks to everyone who has supported us along the way. Here's to ten more! 🥂

Digital streaming may dominate music and podcasts, but AM/FM radio is still king for news and sports. Learn how to build it into a high-performing, full-funnel media plan. AM/FM Radio: We're all ears When we talk about audio advertising , we usually mean music and podcasts. Those two are mostly streamed digitally  these days. But for news and sports, it's...still the radio? Yes, believe it or not, recent Edison Research  shows that just under 70% of all daily time spent listening to news is happening on AM/FM Radio, with sports close behind at 61%. And Radio makes up 67% of all daily time spent with ad-supported audio in the US! Source: Nielsen Meanwhile, Nielsen  projects AM/FM Radio overtaking linear TV in ratings among ages 18-49 by a margin of 47% in 2025. Finally, iHeartMedia reports that the #1 use of Amazon’s Alexa smart speaker is AM/FM Radio, with iHeart-owned stations being the most popular in the US! Are radio ads still effective? These audiences are worth investing ad dollars in -- if you want thoughtful, engaged consumers in your target group! In December 2024, Digiday relayed data from Lumen Research showing: "News consumers are 2.5 times more likely to pay attention to ads when consuming trusted news content than ads displayed across social media platforms. This heightened attention is directly linked to better recall and action." Placing your brand in the context of a journalistic outlet listeners trust to provide accurate, high-quality information creates a positive brand perception that lasts. Source: Westwood One Local radio advertising vs. Digital radio campaigns Local radio advertising appears on radio stations within a specific geographic area to reach geo-targeted audiences. Benefits include: Efficiency: Reach large audiences while avoiding waste. Trust and brand safety: Radio stations adhere to strict FCC content guidelines. Versatility: Audio spots communicate a variety of messages like sales, events, & brand storytelling Loyalty: Local stations often have loyal listeners who tune in regularly and engage. Read Here How to advertise on the radio Of course, audio is just one piece of your advertising strategy. Here are a few best practices for integrating Local Radio advertising into a full-funnel media plan:   1. Clear, consistent creative Radio spots are excellent sonic branding  opportunities, but they're short. Focus on one simple, memorable message with a clear call-to-action (CTA).   2. The Multiplier Medium Radio gets its nickname by converting existing demand (increasing purchase consideration by 18% ) while creating future demand (increasing awareness by 50% and lifting sentiment 32%). Mix radio with sales-driving channels like search or retail, and watch the magic of the multiplier effect.   3. Get local & personalize Conduct deep market research to understand the differences in media consumption habits and lifestyles for audience segments in different parts of the country. Then, create tailored campaigns for each of your designated market areas (AI can help!) to resonate with listeners efficiently and influentially. Local stations can also lend a grassroots approach to your media plan, offering added value in terms of local event sponsorships, ticket giveaways, onsite remote activations with local talent and more.   4. Tie radio performance to multiple business KPIs Reach is good, but website traffic is a much stronger metric (a vanity URL can more directly attribute radio ads to web traffic). Brand lift or awareness studies measure radio's impact on audience perceptions. And quarterly or yearly brand revenue growth can be attributed to radio by offering radio-specific promo codes or URLs. Read here   How much do local radio ads cost? The pros at Ad Results Media report that, in 2025, a 60-second spot is sold by the cost per 1,000 impressions (CPM) or cost per rating point (CPP), averaging between $5 and $750. The final cost depends upon several factors, including: size of the target audience listener demographics time of day it runs ad length and more. A good media planning team will help you decide how much of your total advertising budget you should devote to radio for the highest possible return on investment (ROI). Read Here If you've been underinvesting in radio, don't worry: Your competitors probably are, too! Tell your brand's story across the airwaves, and reach millions of receptive listeners in enjoyable environments. For more advertising news and tips, join our free, weekly Paid Media Insights  newsletter.

In 2025, multicultural marketing is mainstream. But appealing to diverse audiences effectively takes some thought, care, and research. Photo Credit: RDNE Stock Project in Los Angeles 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. Myth: Multicultural audiences lack scale One persistent challenge in multicultural media buying is what industry experts call the "scale myth" – the misconception that multicultural audiences are too small to warrant significant investment. This thinking leads to the 5% budget allocation we mentioned earlier, despite the 40% (and growing!) population representation. 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." With modern programmatic advertising and addressable media tools, reaching diverse audiences across various platforms is more efficient than ever. Photo Credit: RDNE Stock Project in Los Angeles The Integration vs. Specialization Debate The industry continues to debate the best approach to multicultural marketing. Some agencies advocate for full integration, where multicultural strategy becomes inseparable from general market planning. Others maintain that specialized expertise remains crucial. 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. At Exverus Media, we believe the answer lies in thoughtful collaboration – bringing multicultural expertise into mainstream marketing conversations from the beginning rather than as an afterthought. Our 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 The Future of Multicultural Media As we move further into 2025, 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. At Exverus Media, we're committed to helping brands navigate this evolving landscape with strategies that honor cultural nuance while delivering measurable business results. Because in today's marketplace, culturally intelligent media buying isn't just the right thing to do—it's smart business. For more advertising news and tips, join our free, weekly Paid Media Insights  newsletter.

Programmatic digital out-of-home media is getting more precise and more measurable thanks to advances in AI-powered ad placements. We know artificial intelligence (AI) has become a standard tool in the process of buying digital media channels like search marketing , data modeling , and programmatic advertising , but its growing influence in out-of-home (OOH) media deserves greater attention. Outdoor advertising is so much more than billboards -- the space is undergoing a profound transformation, with Digital Out-of-Home (DOOH) media projected to represent 42% of total OOH revenue globally by 2025. This evolution is largely driven by AI 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 recently 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 Meanwhile, major brands like Spanx are getting astute with their OOH activations, like appearing next to the Oscars red carpet in Los Angeles to remind everyone they were the real  most popular designer. Photo Credit: Milkmoney 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. According to Insider Intelligence's Digital Out-of-Home Advertising 2022 report , 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. The Media Rating Council (MRC) has documented the challenges of creating consistent impression methodology across diverse DOOH environments in their 2022 Digital Place-Based Audience Measurement Standards report. 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. As the technology continues to mature, these challenges will likely diminish. Investment in infrastructure, development of privacy-compliant measurement approaches, and industry standardization efforts will all enhance the effectiveness and accountability of digital OOH media buying. 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.

Exverus Media and 5&2 Studios took over Times Square with The Chosen: The Last Supper portraits by Annie Leibovitz Tickets Available for Purchase HERE (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 photographed 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 Media , 5&2 Studio’s agency partner, 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 on March 28 to the public,” said 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,” added Brad Magers of NPRP Media. “One of the digital wraparound units (TSX) is 18,000 square feet, so it’s fair to say we made a big impression!” Tickets to the theatrical release are available now here . Additionally, a red-carpet premiere will take place in Dallas on March 20, 2025, with producers and cast in attendance.  Beginning April 10, The Chosen: Last Supper Part One   will also roll out theatrically in over 40 global territories across Europe, Asia and Africa, including red-carpet premiere events in Brazil, Spain and Mexico. The Chosen: Last Supper  is distributed by Fathom Entertainment  in the U.S. and by Trafalgar Releasing  internationally.   Later in 2025, the season will make its streaming debut on Prime Video. The Chosen is a groundbreaking historical drama based on the life of Jesus (Jonathan Roumie), seen through the eyes of those who knew him. Set against the backdrop of Roman oppression in first-century Israel, the seven-season series shares an authentic and intimate look at Jesus’ revolutionary life and teachings. What started as a crowd-funded project has grown to over 280 million viewers and more than 17 million social media followers. Photo Credit: Annie Leibovitz for 5&2 Studios Photo Credit: Annie Leibovitz for 5&2 Studios ABOUT EXVERUS Founded in 2014, Exverus is a Los Angeles-based 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. 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 .

Recent research from Microsoft’s Marketing With Purpose Playbook found that 64% of people said they are more trusting of brands representing diversity in ads. And 85% of consumers say they only consider brands they trust. You can see the logic and where this is going: consumers are looking at brands to reflect the world they live in and they will reward those brands with their loyalty. There is a huge appetite for more inclusivity in advertising from consumers. That means there is an enormous opportunity for your business to grow, not only in the short-term but with your brand's overall trust and messaging. “Banking” sales in future years sounds appealing, especially if marketing budgets fluctuate. The three tips curated from Microsoft's Marketing with Purpose Playbook will help you take important steps for more inclusion. 1. Authentically represent diversity Inclusion means having diversity represented in your promotions and ads. Consider every side of human diversity, such as age, gender, ethnicity, sexual orientation, location, and language preference. It's about empathizing with your audiences and representing them accurately. 2. Perform a visual content audit What does your website say about diversity? Do the photos and imagery represent and embody your audience, or are you seeing the same images being used across your site? A visual audit will help you see which groups are underrepresented. 3. Develop an inclusive keyword library A great way to begin sourcing inclusive keywords is by utilizing the information in your internal Employee Resource Groups (ERGs) or performing a customer focus group. Then, consider the customer journey for your service or product for each identified diverse audience and create a list of unique keywords they might use to seek out your product or service. Doing so helps you connect with your audience on a deeper level. While utilizing these tips alone will not be enough to adequately meet the expectations of today’s consumers, they are the next steps to building a trusted, and long-term, brand. -Team Exverus

Instagram Reels beats TikTok on several key metrics, and Meta's ad capabilities are only getting stronger. Photo by Victor Freitas The biggest rivalry of 2025 isn’t Eagles vs. Chiefs or Kendrick vs. Drake… it’s TikTok vs. Reels! While we keep an eye on a possible TikTok ban in the US, let's look deeper at the legacy platform that is Meta. Is advertising on Meta still effective? Meta's (which encompasses Facebook, Instagram, Threads, and WhatsApp) advertising journey has evolved dramatically since Facebook's first sponsored stories in 2004. The platform pioneered highly targeted social advertising by leveraging its rich user data, expanding to Instagram in 2013 and later incorporating advanced features like Dynamic Ads and Custom Audiences. Despite Apple's iOS privacy changes in 2021 impacting targeting capabilities, Meta's ad platform remains compelling for marketers, reaching over 3.19 billion monthly active users across its family of apps. According to 2024 data, 71% of online users are more likely to base purchase decisions on reviews on social media. Additionally, HubSpot 's 2024 Marketing Trends Report showed that even though the cost per thousand impressions (CPMs) on Meta platforms like Facebook and Instagram are generally increasing, the advanced targeting capabilities yield a significant return on investment (ROI), making them a valuable channel despite the costs. How much does Meta make from ads? Although TikTok has doubled its US ad revenue since 2022 (now totaling $11B), Meta still accounts for 60% of all US media spend, (increasing 17% year-over-year to total $66B in 2024). Worldwide, Meta's ad revenue totals a whopping $160B in 2024 and is projected to reach $183.8B in 2025! And despite fast growth from emerging social platforms like Snapchat  and Reddit , Instagram is still the primary driver of Meta's growth, accounting for $37B of US revenue this year. Is Meta going to skyrocket in 2025? With TikTok 's  future uncertain, Instagram Reels is poised to capture its audience and advertising dollars, offering a similar short-form video format within an established platform. Reels' integration with Instagram's massive user base and robust advertising tools makes it a compelling alternative for brands seeking to maintain their reach and engagement. But Instagram faces headwinds in hooking Gen Z and Gen Alpha users who show strong attachment to TikTok and YouTube. It's unclear yet which channel would reign supreme in the case of a TikTok ban. 2025 Sprout Social Index Edition XX Is it better to advertise on Meta or TikTok? As with all media planning decisions, it depends on your brand and your audience. What matters most is not which platform, but providing culturally relevant, on-brand content and excellent customer service on social media. While TikTok is still available as an advertising channel, brands should continue to consider it if their audience indexes highly for TikTok. (See our own agency contingency plan here ). However, looking at one of our own top CPG client’s Reels-only campaigns in Q4, Meta Reels significantly outperformed TikTok in terms of key metrics, like:   Cost-efficiency Reels delivered impressions at a lower CPM ($2.80 vs. $3.27) and clicks at a lower CPC ($1.03 vs. $1.48) than TikTok. This indicates Reels is getting more bang for each buck!   Higher Engagement Rate Reels also had a substantially higher engagement rate (9.32% vs. 7.25%) than TikTok. This means viewers were more likely to interact with Reels content, whether through likes, comments, shares, or saves.    Video Completion Rate While TikTok boasts more total video completes, the much lower Video Completion Rate (VCR) on TikTok (0.75% vs 1.5% on Reels) suggests that Reels viewers who do start a video are much more likely to watch it to completion. The higher VCR on Reels is a strong indicator of more engaged viewership. 2025 Sprout Social Index Edition XX What are the major changes in Meta Ads in 2025? Meta recently added to its suite of AI-powered advertising capabilities, like: Advantage+ , which automates ad targeting and placement Advantage+Creative , a generative AI  tool that creates several variations of a creative asset to rotate throughout a campaign and prevent ad fatigue Advantage+Sales  (previously known as Advantage+Shopping) a social commerce  tool tying ad views to actual conversions; and now, Advantage+Leads , which uses AI to help brands find high-quality leads Nicola Mendelsohn , head of Meta’s Global Business Group, says the company is driving massive user engagement through AI recommendations, noting that businesses using Advantage+Sales Campaigns have seen an average 22% increase in ad performance . On average, ad campaigns using these genAI features have seen 11% higher clickthrough rates and a 7.6% higher conversion rate compared with those that don’t use the tools. While Meta strengthens its technical abilities, we’re devising creative ways to make social more searchable , shoppable  and “omni-funnel” for brands every day.   Consumers are spending on Meta – are you? For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Predictive analytics and big-picture insights make media mix modeling tools invaluable to brand marketers of all industries in 2025. Can you predict the outcome of your brand marketing campaigns? Without the proper measurement tools, your media plan could feel like a (very expensive) shot in the dark. A 2022 McKinsey Global Survey found that only 17% of companies believe they can effectively measure marketing's impact on business outcomes. And with so many different retailers and media networks to reach customers, measuring the impact of your spending across platforms can be a nightmare!   Fortunately, a suite of media mix modeling tools has recently emerged to help solve those problems more quickly and accurately. What is media mix modeling? Media mix modeling , also known as marketing mix modeling (MMM), is a sophisticated analytical method that provides a comprehensive, data-driven understanding of how different marketing channels contribute to overall brand growth. Unlike user-level attribution, MMM uses aggregated data to evaluate the effectiveness of different marketing channels while maintaining privacy compliance. Media Mix Modeling offers a comprehensive, data-driven understanding of how different marketing channels contribute to overall brand growth. For CPG brands navigating an increasingly complex digital landscape, MMM is no longer a luxury—it's a strategic imperative. How does AI power MMM? In the first month of 2025, several announcements have already brought new MMM solutions to the forefront, all led by AI . AI is revolutionizing MMM in several key ways, making it more accurate, efficient, and insightful. Here's how:   1. Handling Complex Data AI excels at processing massive datasets, including diverse data types like online behavior, social media sentiment, CRM data, and even weather patterns. This allows MMM to incorporate a wider range of factors influencing marketing performance. Traditional MMM often struggles with complex, non-linear relationships between marketing inputs and outcomes. AI, particularly machine learning, can model these intricate relationships more effectively, leading to more accurate results.     2. Improved Accuracy and Insights AI employs sophisticated algorithms like neural networks and Bayesian methods to identify patterns and relationships that traditional statistical methods might miss. This leads to more precise estimations of marketing channel effectiveness. AI can analyze data at a more granular level, providing insights into specific customer segments, campaigns, and even individual touchpoints. This allows marketers to understand which tactics are working best for whom and optimize accordingly.    A study by Forrester Research indicates that AI-driven marketing tools can improve marketing efficiency by up to 40%, with predictive analytics significantly increasing conversion potential. 3. Enhanced Efficiency and Speed AI automates many aspects of MMM, from data cleaning and preprocessing to model building and interpretation. This significantly reduces the time and resources required for MMM analysis.  AI enables real-time or near real-time MMM, allowing marketers to adjust campaigns on the fly based on the latest data and insights. This agility is crucial in today's dynamic marketing environment.     4. Predictive Capabilities   AI can be used to forecast the impact of future marketing campaigns, enabling marketers to make data-driven decisions about budget allocation and channel selection.  AI facilitates scenario planning by simulating the potential outcomes of different marketing strategies. This helps marketers identify the most promising approaches and mitigate risks.     5. Overcoming Limitations of Traditional MMM  AI can more accurately model the long-term impact of marketing activities, such as brand building, by capturing adstock and carryover effects and can help address the complex challenge of attributing marketing outcomes to specific touchpoints across the customer journey.   What is the difference between MMM and MTA? Media mix modeling (MMM) analyzes how various marketing elements collectively impact sales or other KPIs, while multi-touch attribution (MTA) identifies the specific contribution of each touchpoint in the customer journey. MMM relies on historical, aggregated data (like campaign budgets or overall sales figures) while MTA needs more granular, real-time data on individual user interactions. Learn more about how and when to use each analysis method below: What are the best media mix modeling tools? As with most things, it depends - on your needs, budget, and level of technical skill. Recent innovations in MMM tools are making it easier for advertisers to approach and understand statistical regression models. Keen Decision Systems Take, for example, the collaboration between retail data aggregator Crisp and MMM platform Keen Decision Systems. This partnership represents a significant leap forward, enabling CPG marketers to combine daily, store-level data from multiple retailers with advanced modeling techniques. The result? The ability to plan, measure, and adjust budget allocations in real-time with unprecedented precision. Resonate Insights Another standout tool our own analysts love is Resonate, an AI-powered data platform that goes beyond traditional analytics. By combining consumer data with machine learning, Resonate provides robust audience insights that go far deeper than surface-level demographics. Google's Meridian Meridian is an open-source MMM tool that measures full-funnel performance, integrating incrementality experiments, controlling for organic demand with the inclusion of search query volume data, and making video measurement more actionable by modeling reach and frequency. Meta's Robyn Finally, Robyn is an experimental, machine learning-powered, open-sourced MMM package from Meta Marketing Science. These sophisticated tools do more than just collect data—they illustrate the intricate interconnectivity between media channels. By leveraging advanced algorithms and comprehensive data sets, marketers can now confidently justify every marketing dollar spent, transforming what was once a guessing game into a strategic, measurable process. And couldn't we all use a little more peace of mind these days? To ask our media experts how MMM or MTA can help manage your brand's ad budget more efficiently, shoot us a note using the form below! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.