Efficiency isn’t bad — but efficiency without effectiveness is just cheap media. What are your key marketing metrics? Or, in other words, how do you measure the success of a campaign? With data coming in from so many different channels and sources simultaneously, understanding the true impact of your media campaigns can be tricky. The goal of most ad campaigns is to drive sales, so the number of clicks or video views is inadequate if they don't lead to actual conversions. Why traditional marketing metrics fall short Traditional metrics like clicks, impressions, and view completion rates are now little more than distractions. ROAS and last-click metrics can be misleading because they capture a narrow slice of the journey, often overstating the role of addressable channels and understating long-term brand impact. This doesn't mean that traditional marketing metrics are wholly meaningless. Clicks, impressions, and views are still indicators of reach and engagement -- which do play a role in building brand awareness and nurturing customer relationships.   However, they should be complemented by advanced measurement strategies that provide a more in-depth understanding of your campaign's true impact on sales and overall business success.   The hidden cost of efficiency in your media plan Efficiency feels good. It sounds responsible. But in media planning, it’s often a trap. When marketers prioritize efficiency — CPMs, CPCs, lowest-cost reach  — they often end up cutting quality. Cheaper impressions, lower-impact placements, and less relevance. Which means wasted budget! Here’s the distinction:   Effectiveness  is about achieving results in terms of sales, conversions, awareness, or other KPIs across the full customer journey. Efficiency  normalizes effectiveness against cost, i.e., what business impact are we getting per dollar spent? Both matter. But efficiency is overused because those metrics are the easiest to access. As a result, brands optimize for what’s easy to measure instead of what actually grows the business. Analytic Partners  has shown that prioritizing these siloed metrics can cost brands $0.35 of opportunity for every $1 spent! Efficiency isn’t bad — but efficiency without effectiveness is just cheap media. Better marketing metrics: Balance Instead, implement advanced measurement techniques that go beyond the surface-level metrics and dive deeper into understanding the true impact of your campaigns. Align digital channels to investigate sales drivers Understand where your sales are coming from. Integration and collaboration across channels can offer richer customer insights and help identify key sales drivers.  Eliminating data silos and maximizing visibility into the customer journey is crucial to understanding how your omnichannel marketing campaigns are performing. This is why working with a top media agency who already has these departments built in and collaborating is key to attacking your advertising goals in a holistic fashion. Track brand perception and lift It's not just about ensuring people see your ads, but ensuring they leave a positive impression. Tracking brand lift can help you understand whether your ads are enhancing the audience's perception of your brand. This may require third-party data to measure accurately, but it can provide valuable insights into the effectiveness of your campaigns. Adopt multitouch attribution Don't solely credit the first or last impression. Instead, trace all touchpoints and assign credit accordingly. This way, you gain a more comprehensive understanding of your customer journey. Admittedly, in a cookie-less world, this is a bit more complicated, but with the right tools and technology, it's possible. Click to learn the key differences between marketing mix modeling and multi-touch attribution. Get into action Use incrementality testing, embrace omnichannel measurement, and align analytics to true business goals. In your next quarterly review, replace a ROAS metric with an incrementality or brand lift metric . Advanced measurement strategies may not guarantee a successful campaign, but they provide a more nuanced understanding of ad performance. And, by defining desired outcomes and a measurement plan before a campaign launches, brands can ensure that the reporting they get back is truly relevant to the business expectations. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

Marketers already know the importance of brand equity. We'll help you explain it to the CFO. Escape the short-term trap and build long-term value without sacrificing performance. Key Facts: Brand health is often overlooked because it's harder to measure than ROAS. Brand equity drives pricing power, loyalty, and long-term market share. Good media strategies include multiple brand and performance metrics. Tools like Kantar, DISQO, Nielsen, and Keen can help measure brand growth. Can we agree to stop treating  brand equity  and  ROAS  like they’re opposing forces?    They’re not!    In fact, the healthiest media plans do both: deliver short-term performance  and   long-term brand growth .   The problem is measurement -- ROAS is easy to measure; brand equity is harder. So, most marketers skew  short-term  because it’s most defensible.    But  brand equity drives pricing power, loyalty, and long-term market share  — the stuff CFOs actually care about (even if they don't ask for it by name).   Modern media strategies should bridge the gap. That means building plans that include  brand KPIs  from the start like: brand lift studies unaided awareness tracking share of voice, and even creative quality scores   Because here’s the cold truth: Brands that  under-invest  in equity get stuck in a performance trap. They pay more for each sale, fight harder to stay relevant, and plateau faster.   Let’s raise the bar: Your media plan should be your brand’s most consistent builder of equity and revenue.   Actionable Insight:  Add brand lift measurement (via platforms like Kantar, DISQO, Nielsen or others) to your next campaign and use it to calibrate future budget allocation. And if you need hard data proving this to your CFO, w e've got you: Download a free copy of our "Brand equity multiplies performance" report below! What you'll learn (FAQs): What is brand equity, and why does it matter as a media KPI? Why does brand equity get overlooked in media plans? How can I measure brand equity's impact on sales? How do I integrate brand equity into my paid media strategies?

The 4-Step SAP framework developed by Exverus transforms reactive marketing to proactive advantages Exverus by Brainlabs developed this 4-step framework for situation adaptive planning (SAP) in marketing and media strategy What is SAP (situation adaptive planning)?  The constantly shapeshifting nature of the media planning business demands that we have proactive, strategic contingency plans on hand for unpredictable situations that may arise. Even with well thought-out, insight-driven media plans in place, things change from month to month – platforms rise or disappear, trends swerve, and consumer behavior reacts to economic fluctuations. Agility is crucial! So, the media planners at Exverus have developed a framework for SAP, or situation adaptive planning . 4-step framework of situation adaptive planning: 1. Media playbook : Initial direction on how we adjust or pivot media strategies and tactics for unexpected challenges or opportunities. Informed by:  Past media learnings Industry best practices Keen media mix modeling (MMM) tools 2. Collaborative monitoring   sales declines emerging media competitive spend spikes or strategy shifts key retailer distribution changes, etc. 3. A tailored approach When a situation is identified, we tailor the media playbook guidelines to align with a specific goal, key performance indicator (KPI) , and parameters.  4. Optimization & Learnings. Implement real-time media spend optimizations (usually re-allocating budgets between channels) and gather learnings or implications to inform future situations. Take a look at the example of an adaptive flowchart below: Proactively adopting this adaptive media planning flowchart can inoculate marketing teams against unexpected threats. The key characteristics of SAP are proactive and collaborative .  Proactive media planning What's the difference between marketing optimization and situation adaptive planning? Proactivity. We’re thinking ahead to anticipate potential detours from the original plan before they happen and building if/then scenarios for easy course-correction later. It’s not necessary to imagine every possible thing that could change along the way – the idea is to be flexible enough to handle the unexpected.  A nimble team really comes in handy here. When folks from multiple aspects of a media plan (or any project) can work together easily and fluidly, they can re-steer the ship much more easily than if they were walled off in bureaucratic siloes.  Collaborative scenario prep "The biggest challenge in SAP is effective collaboration between all involved parties: intel from the brand client, planning from the media perspective, and cooperation from creative agencies, PR departments, or other external teams." - Melissa Andraos , Exverus SVP of Strategy Proper SAP requires that brand the provide the media team with adequate intel, like: Sales patterns & projections Supply chain issues, actual or potential Distribution changes Known fluctuations around seasonality Scenario preparation gets easier over time, as historical data is collected and patterns are analyzed, making SAP more timely and effective. Examples of adaptive marketing plans Nike exemplified situation adaptive planning by pivoting to digital sales during the COVID pandemic. Nike pivots around pandemic Nike responded to the threat of the COVID-19 pandemic by leveraging its digital resources to connect athletes with customers, strengthening its digital ecosystem and boosting online sales. Additionally, Nike launched active maternity wear in 2020 to cater to a unique clientele, showing how they identified and responded to emerging market opportunities during the pandemic period. As a result, Nike's digital sales grew 75% during Q4 of 2020 , with the company utilizing mobile apps such as the NTC app, Run Club app, and its retail app. For the fiscal year 2020, Nike’s digital sales increased by 47% to $5.5 billion from $3.8 billion in fiscal year 2019. ( Source: ICRM India ) This demonstrates excellent situation adaptive planning because Nike: Recognized the situational change  - The pandemic created a shift from physical retail to digital channels Rapidly adapted their marketing approach  - They pivoted from traditional retail partnerships to direct-to-consumer digital strategies Leveraged existing digital assets  - They maximized their existing app ecosystem rather than creating entirely new solutions Measured and responded to results  - The 75% growth in digital sales validated their adaptive approach.  Kargo curbs creative fatigue Our friends at KARGO used situation adaptive planning to avert a mid-campaign crisis. "In one campaign, we noticed performance decline from creative fatigue and recommended a refresh--pivoting from the original plan to run an A/B test," says Kargo account executive Kyle Miranda. "While the adjustment required additional operational effort due to complex targeting breakouts, the creative update ultimately boosted performance. By adapting our strategy to the situation, we achieved a stronger overall outcome." At Exverus, we believe the best defense is a good offense. We developed SAP because we got tired of watching great brands scramble when platforms shifted or consumer behavior changed overnight. Nike's 75% digital sales growth during COVID wasn't luck—it was smart, adaptive planning in action. SAP gives you that offense by turning industry chaos into your competitive edge. The brands that thrive tomorrow are the ones planning ahead today. For more media buying tips, agency news, and case studies, subscribe to our weekly Paid Media Insights newsletter.

All photos courtesy of Exverus Media AUGUST 8, 2025 (LOS ANGELES, CA) -- Exverus by Brainlabs has hired Josh Edelman to the newly created role of VP of Analytics to help develop more proprietary measurement offerings for growth-stage brands. These kinds of bespoke, whole-picture data capabilities are becoming more in-demand from clients but were previously reserved for larger holding companies. Previously in a similar role at Giant Spoon, Edelman brings deep expertise in building custom analytics models for media agencies and working with Keen Decision Systems and other marketing mix modeling (MMM) tools.  "While many agencies emphasize analytics in their messaging, Exverus actually delivers on transparent, actionable data and measurement at every stage of the client journey", says Edelman. "I'm grateful to join this outstanding leadership team." Thanks to MediaPost , CampaignUS , and Digiday for featuring Josh's new-hire announcement! Exverus also hired Maria Camila Grillo Quevedo as a Programmatic Advertising planner/buyer to work remotely from Bogota, Colombia. Camila will join our award-winning, in-house programmatic trade desk led by Sean Edwards and Lexi Semanskee on all clients. Finally, we've brought on Clara Barsoom as a Paid Search & Social Manager to support the performance team for our largest client, Premier Protein and Dymatize. As consumer behaviors evolve and media channels blend together into increasingly immediate paths to purchase, Clara's multi-pronged expertise will help the brands sustain growth long-term. Please direct all press queries to michelle.andrade@exverus.com . For the most up-to-date news and tips to improve your media strategy, subscribe to Paid Media Insights here .

Learn how any kind of business can grow amid the digital grocery craze Note: A similar version of this article is featured on RetailTouchpoints.com . If you’re a food, beverage, or CPG brand, you already know how important it is to reach consumers buying groceries digitally.  But are you fully capitalizing on the expansive opportunities this space offers? A powerful sales converter Grocery e-commerce isn't just growing—it's transforming the entire digital media playing field. In fact, EMARKETER projects that digital grocery sales will account for 19% of all US e-commerce sales in 2026, surpassing apparel and accessories as the largest e-commerce category. But the opportunities here go way  beyond last-click and CPG. Dream bigger! Brands of all types are partnering with grocery retailers to serve their full-funnel marketing objectives; it just takes a bit of creativity (and the right media agency!) A brand marketer's complete guide to retail media buying for sustained business growth Beyond the sale, building long-term relationships Grocery consumers are loyal and consistent , often buying from the same retailer twice per week, so if you invest in building your brand’s equity, you can keep them coming back for years to come.  McKinsey research confirms this trend, finding that 75% of consumers have maintained the same primary grocery retailer throughout the past decade. This loyalty represents an untapped reservoir of lifetime value for brands that can establish themselves in consumers' regular shopping routines. Understanding the grocery ecosystem Food and beverage sales are just one-half of the grocery market.  In 2024, they will account for 51.9% of digital grocery sales, with remaining sales coming from non-food items (pet food, household cleaning products, personal care products, and other household consumables) . This diversification means brands across multiple categories can benefit from grocery e-commerce strategies. The National Retail Federation reports that consumers who purchase groceries online spend an average of 44% more annually than in-store-only shoppers, highlighting the value of these digital customers. And grocery chains offer a growing array of digital advertising and out-of-home opportunities, from in-store audio to in-app ads that can be targeted directly to consumers who frequently buy a competing brand. Learn how we made Premier Nutrition a winner for Best Retail Media Campaign. Here are a few research-backed media campaign ideas to get you started: Grocery e-commerce marketing ideas for brands Plan for click-and-collect  shopping 31% of online shoppers surveyed by the Food Industry Association (FMI) in 2024 preferred to order groceries for curbside pickup, up 4% from 2023, overtaking same-day home delivery. Run brand collabs, sales, or promotions that can be redeemed online on or in-store.  Exverus Media's multichannel sweepstakes for Stella & Chewy's drove in-store traffic and collected zero-party data via mobile. Partner directly with retailers , not just third-party delivery apps While Instacart, UberEats, and other 3P services spiked in popularity during the pandemic, consumers now predominantly place digital orders through the retailers themselves, and that trend is expected to continue through 2026. Catch consumers during pre-shopping Pre-shopping includes creating lists, browsing circulars, visiting retailer websites and mobile apps and utilizing social media and other online resources. This planning phase represents a critical window for influencing purchase decisions before consumers even begin adding items to their carts. Notably, Boomers are the most active pre-shoppers, with nearly 60% engaging in pre-shopping. Our Prime Day media plan won Best Path to Purchase for successfully bridging social media with e-commerce. Non-endemic advertising is a major growth opportunity Retailers are seeking ad revenue from brands they don’t carry in stores. If a shopper buys diapers, for instance, there’s a good chance they’ll also be in the market for baby products that a grocery chain doesn’t carry, like baby clothes. Albertson’s has partnered with Rokt to offer shoppers deals on Hulu, Uber, Ticketmaster, and more. Take advantage of Walmart Connect ’s robust offerings Walmart’s retail media network has built an impressive offering for brands beyond retail-search. It now includes the offsite Walmart DSP in partnership with The Trade Desk, integrations with Social platforms and CTV inventory, Display ads  in the shopping app, and data clean rooms for deeper reporting insights.  Fun fact: Exverus is now a Walmart Connect Premium Partner! This gives us exclusive access to more growth opportunities for our clients. Let’s learn more about how your  audience likes to shop so you’ll be top of their list.

Habit Burger & Grill takes direct aim at competitors in Los Angeles with OOH media bought by Exverus August 13, 2025 (LOS ANGELES, CA) -- Exverus by Brainlabs has been named media agency of record for Habit Burger & Grill , a popular “better burger” chain headquartered here in Southern California and looking to expand nationwide. The brand previously worked with Connect, a Publicis Groupe media agency affiliated with Spark Foundry.  “We were looking for something quite bespoke,” Jack Hinchcliffe, chief marketing officer of The Habit, told ADWEEK . "One of the things that was important for us was appointing a West Coast agency. Outside California, it really is an awareness challenge. Within California…it’s really about staying top of mind and continuing to drive that unprompted brand awareness." Media Director Georgia Schreiner (2023 AdAge Media Planner of the Year) will oversee media planning, buying, and strategy for Habit Burger & Grill; she also oversees the Theralogix supplements account. “It’s so easy for consumers to just see another burger chain out there and not really understand what the brand stands for,” Schreiner told ADWEEK. “How do we make consumers understand that as well? And how do we do that through things that we know consumers love and make them feel connected to a brand?” Read more about the partnership and the first campaign together in ADWEEK ! About Exverus Founded in 2014, Exverus by Brainlabs 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. 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 Habit Burger & Grill Born in sunny Southern California in 1969, Habit Burger & Grill is known for Charburgers cooked-to-order over an open flame. But the menu extends far beyond burgers—it’s a celebration of Californian-inspired flavors. Alongside the brand's signature Charburgers is a meaningful array of handcrafted sandwiches, crisp salads, and creamy shakes, ensuring there's something for everyone. Habit Burger & Grill has earned notable recognition, with its Double Char being ranked #1 by USA Today 10Best, its Tempura Green Beans also reaching a #1 rank in USA Today 10Best, the brand being named Best Fast Casual Restaurant, and its Chicken Club recognized as the best grilled chicken sandwich by The Daily Meal. The brand was also featured in Newsweek’s “America’s Favorite Restaurant Chains 2023” and included in Thrillist’s roundup of “Underrated Burger Chains that Need to be in Every State!” Habit Burger & Grill has since grown to over 385 restaurants across 14 states and internationally—continuing to serve up bold fresh flavors, made-to-order. Learn more at habitburger.com .

With 3-year revenue growth of 73.5%, this marks Exverus' third time on the list The Inc. 5000 honors the fastest-growing private companies in America. NEW YORK, August 12, 2025 -- Inc., the leading media brand and playbook for the entrepreneurs and business leaders shaping our future, today announced that Exverus by Brainlabs is on the annual Inc. 5000 list, the most prestigious ranking of the fastest-growing private companies in America. The list provides a data-driven snapshot of the most successful companies within the economy’s most dynamic segment—its independent, entrepreneurial businesses. Past honorees include companies such as Microsoft, Meta, Chobani, Under Armour, Timberland, Oracle, and Patagonia.  "2025 has been a historic year for us at Exverus," says Co-Founder & Executive Director Bill Durrant. "We've grown our full-time staff to 50+, partnered with global independent powerhouse Brainlabs, and expanded our capabilities to continue outpacing demands. The best is yet to come!" This year’s Inc. 5000 honorees have demonstrated exceptional growth while navigating economic uncertainty, inflationary pressure, and a fluctuating labor market. Among the top 500 companies on the list, the median three-year revenue growth rate reached 1,552 percent, and those companies have collectively added more than 48,678 jobs to the U.S. economy over the past three years.    For the full list, company profiles, and a searchable database by industry and location, visit: www.inc.com/inc5000 .  “Making the Inc. 5000 is always a remarkable achievement, but earning a spot this year speaks volumes about a company’s tenacity and clarity of vision,” says Mike Hofman, editor-in-chief of Inc. “These businesses have thrived amid rising costs, shifting global dynamics, and constant change. They didn’t just weather the storm—they grew through it, and their stories are a powerful reminder that the entrepreneurial spirit is the engine of the U.S. economy.” Inc. will celebrate the honorees at the 2025 Inc. 5000 Conference & Gala , taking place October 22–24 in Phoenix, and the top 500 will be listed in the Fall issue of Inc. magazine. Fast growing agencies today are ones that know how to adapt quickly, deeply understand their audiences and build brand ecosystems. They don’t just follow consumer behavior but rather shape it by embedding themselves into cultural moments, niche communities and creator collaborations. Agencies that cultivate exclusive consumer access and memorable experiences create a meaningful connection with consumers that create lasting impact and brand affinity. Methodology   Companies on the 2025 Inc. 5000 are ranked according to percentage revenue growth from 2021 to 2024. To qualify, companies must have been founded and generating revenue by March 31, 2021. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2024. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2021 is $100,000; the minimum for 2024 is $2 million. As always,  Inc.  reserves the right to decline applicants for subjective reasons.  About Exverus Founded in 2014, Exverus by Brainlabs 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. 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. About Inc.   Inc. is the leading media brand and playbook for the entrepreneurs and business leaders shaping our future. Through its journalism, Inc. aims to inform, educate, and elevate the profile of its community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating the future of business. Inc. is published by Mansueto Ventures LLC, along with fellow leading business publication Fast Company. For more information, visit  www.inc.com .

Together, we're building the new gold standard for independent media agencies (L to R): Brainlabs CEO Daniel Gilbert, Exverus Executive Director Bill Durrant, Exverus Managing Partner Talia Arnold, Exverus Head of Operations Jack Win JULY 22, 2025 - In a time when the advertising industry is consolidating and digitally transforming, a fresh partnership has emerged to meet the moment. Today, we enthusiastically announce that Brainlabs has acquired Exverus Media , redefining the modern media agency. Under the Brainlabs umbrella, Exverus will be able to expand our work providing full-funnel media planning and buying strategies, now with added technological capabilities and a global team of 1,000+ professionals behind us. Why this acquisition matters for our industry "The future of media isn't about choosing between digital or traditional channels - Real Intelligence is about mastering both to create real results," said Daniel Gilbert, Founder and CEO of Brainlabs. Today's brands need partners who can masterfully orchestrate cohesive campaigns across every screen and surface. The fragmented approach of working with multiple specialists simply doesn't deliver the breakthrough results brands demand. “Exverus has built its reputation on transforming how brands approach media,” said Bill Durrant, Co-founder of Exverus Media. “The real magic happens when you can seamlessly orchestrate across media channels—TV, retail media, programmatic, and social—while measuring impact in real time.  “We chose to join Brainlabs because they’re a like-minded, founder-led, independent agency with a sharp focus on results. Their strong U.S. presence and global capabilities will give our clients access to new products, technology, and scale, while retaining the innovative spirit that drives our approach to cross-channel measurement. This is an exciting moment for our clients, who will continue to work with the same Exverus team, now backed by the scale and expertise of a larger independent agency. I’m looking forward to continuing in my role, alongside the rest of the Exverus team, as part of Brainlabs.” While the big holding companies merge into increasingly opaque, hard-to-steer conglomerates, Exverus by Brainlabs will remain nimble and independent, prioritizing white-glove customer service and transparency above all. Expanding our capabilities and reach Still headquartered in Los Angeles, Exverus will establish a West Coast arm of Brainlabs' U.S. presence to complement the existing East Coast and Midwestern operations. We'll gain access to the global-scale, proprietary Cortex AI platform and additional services to our offerings like creative, SEO, CRO, influencer marketing, and more. Together, we can now serve as a true single agency of record, seamlessly connecting brand strategy to performance across all media platforms. This integrated approach enables us to maximize return on ad spend while reducing the complexity that comes from managing multiple agency relationships. What this means for our clients For our existing clients, this acquisition unlocks new capabilities in traditional media, enhanced creative strategy, and deeper full-funnel expertise. For now, client teams remain structured as-is, and brands will work with the same points of contact for daily operations. "What excites me most about this partnership is how it amplifies everything we've built at Exverus," said Talia Arnold, Managing Director at Exverus Media. "Our clients will continue to work with the same passionate team they know and trust, but now with access to capabilities that will take their media performance to the next level. This partnership represents the evolution of what modern media agencies can achieve when data, technology, and human insight work in perfect harmony." This is just the beginning. Stay tuned as we continue to push the boundaries of what an independent media agency can achieve. Direct all press inquiries to michelle.andrade@exverus.com .

Inside the paid media strategy behind a tentpole night in sports marketing FRIDAY, JULY 18, 2025 (LOS ANGELES) — Legendary Hall-of-Fame boxer Manny “Pacman” Pacquiao historically emerges from retirement and returns to the Premier Boxing Champions (PBC)  ring Saturday, July 19, 2025 against challenger Mario Barrios, and media agency of record Exverus Media  is behind the promotional campaign.  "We had our work cut out for us on this fight,” says Pinzon. “Pacquiao is such a recognizable name; all we had to do was get the word out of his return, and we knew fans would come running to buy the event.” But the boxing world has changed since Pacquiao’s retirement in 2021 — fans increasingly gather and share their excitement on TikTok and sports podcasts, while TV viewing is more fractured than ever. Exverus and PBC have been working together since early 2024 to bring exciting matches like Tank vs. Martin and Canelo vs. Berlanga to a new generation of fans everywhere they watch.  So, to expand brand awareness for PBC and sell pay-per-views on Prime Video, the Exverus team (led by Media Director Vanessa Pinzon and Senior Planner Anna Acuna ) has been driving a video-first media mix that includes social media, YouTube, Spotify Video ads, and custom partnerships with TMZ  and Overtime . Meanwhile, shoppable CTV ads are running across live sporting events like the MLB and NBA Summer League, while Rich Media branded takeovers provided by Kargo are reaching multicultural audiences on sites like Barstool Sports , Univision, and Telemundo Deportes. As Pacquiao said last month at a media workout in Los Angeles , "This fight is very important to me because it’s history. I believe I’d be the first Hall of Famer to win another world title, and I’d also break my own record as the oldest welterweight world champion.”  The event is available for purchase on Prime Video and fans will have continued access to the telecast through traditional cable and satellite outlets and PPV.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. 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 .  LinkedIn  | Instagram  | YouTube About Premier Boxing Champions Launched in 2015, Premier Boxing Champions (PBC) is a live boxing television series that features the greatest array of boxing talent in all weight divisions, with fighters representing over 22 countries including the United States and Mexico. From former Olympians to Unified World Champions, the series features consistent quality programming where the best fight the best in thrilling, high-stakes matchups. Dedicated to delivering the highest quality product in the sport, PBC has consistently dominated the Boxing world with championship fights and spectacular events and has established itself as a powerhouse in the world of combat sports. For more details, visit premierboxingchampions.com .  Instagram  | YouTube  | TikTok

Google's Gemini offers virtual try-on for clothes shoppers. The new brand discovery channel Fresh off of another record-setting Amazon Prime Day (or week), new data shows that US consumers are accelerating their use of generative AI chatbots to: research products and seek recommendations compare deals and gift ideas make personalized shopping lists In fact, a study released last month shows that 18% of US consumers trust GenAI's shopping recommendations  more  than social media  or friends and family!    In response, EMARKETER   reports that "platforms are responding by embedding AI into the shopping journey."    For example, OpenAI has added more product recommendations to ChatGPT, and Google's Gemini has a virtual try-on feature for clothes.    How can brands appear in Gen AI product recommendations?    First, ensure your site is searchable by each major GenAI tool For example, ChatGPT uses a web crawler called OAI-SearchBot to find, access, and surface information in ChatGPT search. For your site to be discoverable in ChatGPT, make sure you aren't blocking OAI-SearchBot. You may need to update your robots.txt file, to ensure OAI-SearchBot has access. For Anthropic's Claude, log into your claude.ai account. Access your profile settings. Look for the Web Search feature and toggle it on if it's currently disabled. Other GenAI tools like Perplexity and Google's Gemini may have their own processes for ensuring searchability. Become a trusted source of information Build your brand authority as a reputable source that AI chatbots will want to reference. This cannot be done by simply buying placements in AI answers. It has to be earned through positive publicity, good reviews/referrals, and producing informative content . More on how to do that below:   Feed your products directly to the bots ChatGPT launched brand plugins back in 2023 so the bot could relay accurate, up-to-date brand information directly to searchers asking questions. Now, you can provide product feeds directly to ChatGPT to potentially show up as a recommendation. OpenAI's submission periods open and close, so sign up here to be notified of the next opening. Develop your own AI shopping assistant   Many big retailers like Sephora, Target, and Walmart are building their own bots to answer consumers' questions, recommend personalized products, and ensure a smooth purchase journey.  To build your own, you can choose between an off-the-shelf AI solution or a custom AI solution. RST Software has the full scoop on the pros and cons of each type and how to go about them.   Conversational copy When deciding which products to recommend, GenAI tools scan the structured metadata of product pages (product description, price, etc.) and third-party reviews for its summaries. This means your copy needs to be thorough, informative, and highlight key features that searchers might be looking for (budget-friendly, limited time only, sustainable, etc.) As website content becomes more Q&A-style and less keyword-based, so should your product copy and media messaging. Anticipate likely questions and answer them naturally to get recognized by AI platforms. "Visual search is growing, especially among younger users, so don't neglect your image SEO. Keep your product photos fresh and appealing, with thoroughly descriptive image descriptions, captions, and alt text. These steps will help users discover your brand content." - Michael Robbins, Exverus Associate Director of Paid Search Early ad opportunities In late 2024, Perplexity.ai began experimenting with advertisements -- not directly in their editorial recommendations, but as sponsored follow-up questions or paid media along the side of an answer. Since then, brands like Whole Foods, Indeed, and TurboTax have begun running paid media campaigns on Perplexity on a CPM model with minimum spend requirements. Performance remains to be seen, but these early tests are exciting! Brands must effectively reach online shoppers via GenAI answers or get left in the zero-click desert.    Need help?   The retail media & e-commerce  media buying experts at Exverus know how to keep brands top-of-mind and added to baskets everywhere.  This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

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