FAST, or free ad-supported streaming TV, is staking its claim in the 2025 streaming wars A growing number of Americans would rather see ads than pay for subscriptions. The SVOD (subscription video on demand) wars are hotter than ever, with Disney merging Hulu Live TV  with Fubo and Netflix  raising user fees after a major growth spurt. But there's another, more quietly growing corner of the overall streaming sandbox. Ad-supported video on demand (AVOD) and Free Ad-Supported Television (FAST) channels are emerging as compelling alternatives for both viewers and advertisers. While the FAST market is still nascent, recent data suggests a bright future ahead. What are the most popular free ad-supported streaming services? The days of FAST being a well-kept secret are long gone. According to Comcast, an overwhelming 93% of consumers now recognize at least one major free streaming service like Tubi, Xumo, Pluto, The Roku Channel, or Freevee ; signaling a dramatic rise in awareness. 2024 data from EMARKETER shows that 66% of US TV viewers would rather watch ads and save $4-5 on subscriptions per month, up 5% from 2023. Why is it growing in popularity, besides that it's, well, FREE?   Simply, the ease of use . All you need is internet and your laptop, phone or smart TV. No subscription required, and sometimes you don't even need to log in. Just flip it on and scroll through channels, like TV in the good ole days. If you haven't tried it for yourself, check out Tubi or Pluto TV and you'll find everything from live sports to classic episodes of The Price is Right . More importantly, these platforms are delivering on their promise – 56% of viewers report positive experiences with FAST channels, and an impressive 69% consistently find content that appeals to them. News programming leads the pack in popularity, but the content spectrum spans far beyond headlines. Crime TV series, movies, and various other genres have found their home on these platforms, creating a diverse content buffet that rivals traditional cable offerings. The linear nature of FAST channels, mimicking traditional TV's familiar flow, has proven to be a significant draw for viewers seeking a more structured viewing experience. Are FAST channels worth the buy for advertisers? For advertisers, FAST platforms represent a goldmine of opportunities. These services offer precision targeting capabilities that traditional television can't match, allowing brands to reach specific audience segments with unprecedented accuracy. The ability to connect with cable subscribers through a digital medium, combined with cost-effective advertising rates, makes FAST an increasingly attractive proposition for media buyers. Benefits of advertising on free ad-supported streamers: More efficient & higher impressions than other CTV platforms Additional touchpoints to reach your audience on incremental platforms More flexibility to find your audience, given fragmented viewership habits More access to premium content across smaller platforms However, the terrain isn't without its challenges. Transparency remains a persistent concern in the FAST channel market. Direct buyers currently enjoy privileged access to valuable data – such as Samsung's automatic content recognition (ACR) information – while programmatic buyers often face limited visibility into their advertising performance. What's the future of FAST media buying? The future of ad-supported streaming services points toward a fascinating convergence with traditional linear television. Industry leaders anticipate increased focus on personalization and enhanced user experiences, blending the best aspects of both worlds. Major players like Comcast Advertising and Xumo are already pioneering this evolution, developing sophisticated tools and services for advertisers looking to capitalize on the FAST phenomenon. These platforms are also investing more resources in advertiser education , helping brands understand and leverage the unique benefits of free, ad-supported television. As viewers embrace these free alternatives and advertisers discover their potential, FAST channels are positioning themselves as a vital component of future media plans. While social media platforms  face increasing scrutiny and Connected TV (CTV) advertising  commands premium rates, FAST channels represent an exciting frontier for brands seeking to connect with audiences from the comfort of their couches. Curious about telling your brand's story on FAST or traditional streamers? Drop us a line ! We love talking TV. For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Data privacy regulation on CTV advertising is tightening; brands must be prepared. The seismic shift from linear TV to CTV presents a golden opportunity for brands to target audiences through CTV advertising. However, with this opportunity comes a challenge: ensuring privacy compliance under more regulatory scrutiny.    Stringent privacy laws like CCPA and GDPR restrict data collection and use. CTV platforms are beholden to these regulations, and brands must comply, too.   Not only is data stewardship a top concern for many consumers today, but the responsible use of data enables the best possible viewer experience - including the ad experience! So, here are: 4 Safe data privacy practices for CTV campaigns Contextual targeting First-party data Data clean rooms Measurement innovation The 4As, or American Association of Advertising Agencies, is urging brands to proactively develop comprehensive privacy strategies specifically for CTV. Here's how:  Contextual Targeting As marketers and advertisers, we spend so much time and money trying to precisely target "in-market" audiences, using data that is increasingly challenging to scale. But we find that ad-context alignment drives business outcomes equally well, increasing ad performance without privacy concerns. Frame your CTV ads as a valuable exchange for viewers' attention.  Offer relevant content or promotions that enhance the viewing experience rather than relying solely on intrusive targeting.   First-Party Data Brands must invest in collecting and leveraging zero- and first-party data from CRM and loyalty programs to personalize ad experiences and better manage customer journeys. Be cautious of CTV advertising solutions relying on identity solutions that might raise privacy concerns, like household identification.  Evaluate the trade-off between targeting accuracy and privacy implications. Data Clean Rooms Explore secure data clean rooms that enable collaboration with partners without compromising on consumer privacy. Talia addresses some of the challenges of data clean rooms below: Measurement Innovation Embrace new measurement solutions that complement  digital metrics and provide a total view of CTV's impact on outcomes, such as marketing mix modeling (MMM). Privacy regulations are constantly evolving. Stay updated on upcoming legislation and industry best practices to ensure your CTV strategy remains compliant. At Exverus, we've been employing these tactics for years, getting our clients prepared for ongoing signal loss and increased regulation on CTV. With the right targeting and measurement tools in place, privacy concerns are no concern at all.  For more media buying news and tips, subscribe to our weekly Paid Me dia Insights newsletter.

Exverus VP of performance marketing discusses omnichannel commerce with Stephanie Paterik, editor in chief of The Current by The Trade Desk Photo Credit: The Current  by The Trade Desk Unpopular opinion: Hillary Kupferberg wants AI to take her job! She says passing off tedious and mundane tasks like billing to an AI assistant would free us all up to focus on more creative ideating, the fun part of the ad business. Watch what else our performance marketing expert had to say about: the rise of retail media & e-commerce social media becoming increasingly shoppable, and full-funnel campaign measurement below! To speak with Hillary or another one of our media buying experts, send queries to: Michelle Andrade Senior Manager, PR & Communications michelle.andrade@exverus.com And for more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Digital shopping persists via Instagram, Pinterest, and experiential activation A couple of years ago, we predicted in a MediaPost op-ed that social commerce would soon take off in America despite its slow start, and boy, were we right! TikTok Shop alone drove $100 million in 2024 Black Friday sales, tripling its performance from the previous year according to eMarketer data . This success demonstrates how social platforms can effectively compress the traditional customer journey, enabling instant purchases at the moment of discovery . And the future of social commerce still looks bright, even as various platforms come and go, as they inevitably will. Let's take a look at some of the  other  players with exciting, new developments in the space: Instagram reigns supreme for affiliate-driven sales Don't sleep on Pinterest for full-funnel campaigns Experiences bring brands to life Plus: Creators' relatability sells Social commerce predictions for 2025 Instagram reigns supreme for affiliate-driven sales Instagram has established itself as the premier platform for affiliate marketing , with its visual-first format proving particularly effective for driving product sales. The platform's Reels and Stories features, when combined with strategic affiliate link placement through stickers or bio links, create powerful conversion opportunities, as confirmed by recent research . Brands are finding the most success by implementing full-funnel measurement strategies that track both awareness metrics and direct sales impact. How mobile commerce builds brand loyalty Don't sleep on Pinterest for full-funnel campaigns While everyone’s talking about potential changes at TikTok and Meta, Pinterest  has been quietly building an empire. Shoppable Pins, cutting-edge visual search, and AI-powered campaign features are driving serious results for product-based brands. Our clients' 2024 holiday campaigns on Pinterest knocked it out of the park, and we weren't alone - major celebrities and blue-chip brands jumped on board with their own shoppable gift guides. Mobile advertising tips for brands Experiences bring brands to life Think beyond the screen! Experiential marketing and social commerce are a match made in heaven. Here's why: If you create a memorable, immersive pop-up or event, your Gen Z and millennial audience will do the heavy lifting for you - sharing their experiences organically across social media. That means free exposure and genuine brand loyalty that you just can't buy. See some good examples we’ve done below: Experiential Marketing Examples And remember: Creators' relatability sells Even if you’ve got a rockstar creative team running your brand's social channels, consumers are more likely to trust creators they personally connect with. The key to driving sales? Partner with social creators who can authentically weave your product into their daily content. When followers see their favorite creators genuinely using and loving your product, they can picture themselves doing the same. Don't just look for the biggest influencer -- look for the ones whose audience most closely matches your target, even if it's small. Sometimes micro- or nano-influencers are even more relatable to consumers than the big ones. No need to waste your budget delivering ads to people with no need for your product or service. The winning formula is simple: find the right creator partnerships, let them showcase your product naturally, and create a clear, easy path to purchase . That's how you turn social engagement into sales! Social commerce predictions for 2025 Looking ahead, we're predicting brands will win big when they combine: Enhanced AI-powered personalization in social shopping experiences Greater integration of augmented reality (AR) for product visualization Expanded live shopping capabilities across platforms Improved analytics tools for tracking cross-platform commerce performance Social commerce isn't just another marketing trend - it's a fundamental shift in how people shop. Brands that get it right are the ones thinking beyond traditional e-commerce and meeting their customers where they already are: scrolling, sharing, and ready to shop on their favorite social platforms. At Exverus, we’re going beyond buying social ads in 2025 – we're creating experiences that bring people together, building authentic connections, and turning social engagement into lasting customer relationships. Want to learn how your brand can do the same? Let's talk! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

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

What brands need to know about generative engine optimization (GEO) to prep for the future of SEO and paid search marketing. Artificial Intelligence (AI) has wedged its way into our daily lives, revolutionizing how we work. From Gmail's suggested replies to HubSpot's AI Assistant, AI has simplified tasks such as responding to emails and planning our schedules. However, its impact on business marketing is more profound and is poised to reshape the digital landscape. Search Engines Shift to AI-Driven Models In our 2024 Paid Media Predictions , we highlighted a significant shift in the search engine landscape. Google and Bing are transitioning towards AI-driven models, heralding a new era in digital marketing. This shift necessitates a reevaluation of traditional Search Engine Optimization (SEO) strategies. What is Generative Engine Optimization (GEO)? As the relevance of the "SE" in SEO undergoes transformation, the rise of Generative Engine Optimization (GEO) takes center stage. GEO adapts to the evolving algorithms of AI-powered search engines by harnessing the capabilities of AI to create and optimize content. The emerging generative models of search engines prioritize speed and efficiency, resembling chatbots more than the conventional keyword-driven search model. To align with these changes, content must be easily digestible and provide direct answers to users' queries. Imagine sifting through a lengthy response when seeking information from an AI model—it's impractical. This is where GEO steps in, focusing on content that is both relevant to user queries and structured for optimal comprehension by AI models. How to Optimize Content for GEO Recent research from Cornell University emphasizes the need for strategic content optimization to enhance visibility in generative engines. Tactics such as: changing content to be more authoritative incorporating relevant statistics quotes from reputable sources, and simplifying language can boost content visibility by up to 40% ( Aggarwal et al., 2023 ). GEO adopts and refines these strategies, recognizing their enhanced importance in the context of AI-driven models. While some tactics are universally beneficial, it's crucial to tailor them to the specific needs of each business. For instance, a clothing company might prioritize "Gen Z fashion tips" over technical jargon, while health snack food brands may focus on authoritative content and statistics instead of excessive keyword use. Understanding your target audience's search intent and how AI interprets their question is key. Early adopters of GEO will gain a competitive edge as this technology matures and becomes more mainstream. GEO is the Future of Digital Marketing The shift to generative search is still in its infancy, and as a result, so is GEO. However, businesses that proactively plan and optimize for this paradigm shift will position themselves as industry leaders as the technology evolves. Early adoption of GEO allows businesses to fine-tune their strategies based on real-world feedback, ensuring they are well-prepared for the future. In conclusion, AI's integration into search engines is ushering in a new era for digital marketers. As SEO transforms into GEO, businesses need to adapt their strategies to cater to the unique demands of AI-driven models. The early implementation of GEO provides businesses with a strategic advantage, allowing them to stay ahead in an ever-evolving digital landscape. Embrace the change, optimize for the future, and unlock the full potential of Generative Engine Optimization. For more ad buying news and tips, join our free weekly   Paid Media Insights  newsletter.

Google DV360 is a popular programmatic advertising platform for brands with smaller ad budgets. Avoid these mistakes to make the most out of yours.  You don’t need us to tell you the benefits of advertising on CTV.  You’re already weighing its enormous reach and personalized ad targeting capabilities against its premium price tag.  So, to help guide your decision-making process, we’re zeroing in on a major player in the programmatic advertising space that buys CTV and so much more: Google’s Display & Video 360 (or DV360 for short). What is Google DV360?  DV360 is not just a demand-side platform (DSP); it’s a digital advertising platform that enables advertisers to build, manage, and optimize campaigns via programmatic activation.   This platform is especially beneficial for those looking to execute complex, multi-faceted advertising strategies that target specific user behaviors and interests. With access to the top streaming ad-supported publishers including Hulu, Disney, Tubi, Peacock, and YouTube, advertisers using DV360 can reach 93% of all ad-supported CTV households in the US.  In addition to display, video, and CTV ads , DV360 can be used to buy homepage takeovers, audio ads , and more.  On top of that tremendous reach, frequency management across YouTube and other CTV apps means brands can see a 5% reach per dollar increase  on average. What’s the difference between Google Ads and DV360? As Performance Marketing World explains, Google Ads allows advertisers to reach about 48% of internet users, while DV360 widens the reach to 90% of the internet!  Furthermore, DV360 allows for more granular audience segmenting . While Google Ads can only target via first-party data or Google’s audience information, DV360 combines both these types for a more comprehensive audience picture, plus third-party data for more efficient targeting. How do I get started in Google DV360? Define goals & select inventory Clearly outline what you aim to achieve with your campaign, whether it’s increasing brand awareness, generating leads, or driving sales. Utilize DV360’s private marketplace (PMP)  to discover and secure high-quality inventory that aligns with your target audience. DV360’s  real-time bidding (RTB) capability automatically optimize ad placements based on performance metrics, ensuring maximum ROI. Build your audience:  Using first-party data  is a reliable and privacy-compliant option on the CTV screen within Display & Video 360. This helps build consumer trust, encourages purchase consideration, and reduces audience churn.  Google Audiences  are a reliable audience solution built by Google with consumer privacy in mind. These audiences are available for free at a large scale, meaning marketers don’t have to sacrifice performance for durability. The true value of DV360, however, lies in its aforementioned granular audience segmentation and targeting based on demographics, interests, behaviors, and purchase history. Brands can build custom audiences based on their own data, such as website visitors or app users, to create highly relevant campaigns.  You can also create lookalike audiences  to expand your reach to new customers looking to discover products in your category. Get creative Google’s Ads Creative Studio allows advertisers to develop display and video ads (including CTV), customized for different audiences, locations, languages, or contexts. Google’s Brand Extension  ads let viewers interact with ads on CTV screens and send push notifications to phones for further engagement. (Advertisers can also develop custom creatives with a third party then run them across DV360 publishers.) Studies show that advanced creatives (like Overlay Ads ) earn an additional 47 seconds of watch time than standard video, are 4x more memorable, and save advertisers 72%. Start testing A Harvard Business Review  study found that advertisers who ran 15 experiments a year saw  30% higher performance  than those who ran none.  Display & Video 360 lets advertisers easily set up A/B tests. They can compare different ad campaigns, measure performance, and adjust their strategies.  Google Ads Data Hub combines display ad data with site and CRM data for geo-targeting and custom analysis.  GA4 can be linked to Google Ads for in-depth reporting on how people use a particular website or app, the full customer cycle. Measure & adjust From a digital perspective, we can look beyond reach at more sophisticated metrics with stronger business impact: For example, we can understand user attention  based on sound volume and time on screen. Measuring and optimizing attention metrics has been shown to increase performance by up to 79%. Alongside digital, advertisers can track attribution  for cross-device conversions. This means that if someone sees an ad on a CTV screen and makes a purchase on their phone, marketers can measure that journey across screens.  What’s new in Google DV360? At the 2024 NewFronts , Google announced a host of exciting DV360 capabilities for brand marketers, including integrations with Disney’s Real-time Ad Exchange (DRAX), Paramount, and MAX’s premium inventory; and tools for making the buying process smoother like instant deals  and the commitment optimizer .  The DV360 API  now includes the ability to manage keyword targeting at the advertiser level and an optimization objective field for insertion orders. Instead of outcome-based buying, you can now use tools like automated bidding strategies  and optimized targeting  to maximize the likelihood that an impression will lead to a desired outcome. Photo Credit: Fernando Hernandez What mistakes should brand marketers avoid when working with DV360? Not clearly setting goals. If you don’t get specific about your campaign goals and choose the right metrics to measure your progress, you’ll waste money on ineffective tactics.  Letting the algorithm be the boss. While Google’s automated bidding and predictive targeting technologies are industry-standard, we as human advertisers must still take responsibility for monitoring our campaigns and proactively course-correcting as needed.  Not curating your audiences. Precise audience targeting is shown time and time again to be the most efficient way to spend your ad budget. It doesn’t matter that a million people see your ad if half of them will never need your product! Take advantage of Google’s audience segmentation features.  Wrong geo-targeting.  If you’re using a zip code for geo-targeting, keep in mind that the same zip code may exist in another country! Double-check that you’re targeting the right area.  Whether you’re programmatically buying media on DV360 or another platform, the basic principles of setting up and measuring campaigns are the same. Partnering with a trusted media agency can help you navigate programmatic advertising safely and effectively. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.

The latest report from Exverus Media shows why long-term investment, not day trading, is the best model for planning advertising campaigns. Quick question: Would you day-trade your retirement portfolio? No? Then why treat paid media campaigns like get-rich-quick schemes?   Our latest report, " Paid Media is Like a 401K, Not a Penny Stock ", is your roadmap to sustainable brand growth. We're breaking down why consistent, strategic advertising is the surest path to challenging the biggest players in your industry. You'll learn:  How spreading out $10MM in ad spend increased ROI for a real-life client by 51% Why "going viral" is marketing's most overrated goal Strategies to build customer loyalty that compounds like interest Metrics that matter beyond short-term clicks Plus - concrete case studies like Dollar Shave Club's marketing masterclass and Juicero's cautionary tale of startup hype.    Brick by brick, not get-rich-quick. That's how real brands are built. Your brand's future self will thank you!

Photo by Andrea Piacquadio Much is written about the creative side of advertising and the visual representation of brands via logos, color palettes, and website design. But one crucial element is often overlooked and underutilized: audio . According to a 2023 report by sonic branding agency amp , more than half of Gen Z can correctly identify a brand solely based on a viral sound. And 81% could name a brand with a sound associated with a meme. With TikTok's popularity and social media's virality, brands have a chance to create memorable moments that will stick in consumers' ears long after they've stopped scrolling. What is sonic branding? Sonic branding, sometimes called audio or sound branding, is the use of sound or music to reinforce a brand's identity and create a memorable experience for target consumers . It involves the strategic use of sound elements such as jingles, sound logos, or brand anthems to evoke emotions, convey messages, and establish a brand's personality. This is not a new concept -- jingles and audio signatures have been around for decades, with some of the earliest examples dating back to the 1920s when radio advertising became popular. However, technological advancements and the rise of digital media have made sonic branding more important than ever before. How effective is sonic branding? Sonic branding offers several key benefits to help marketers maximize the effects of their campaigns. First, it helps to differentiate a brand from its competitors. In today's crowded marketplace where consumers are bombarded with advertising messages from multiple devices, having a distinct sonic identity can help a brand stand out and be remembered. Second, sonic branding can evoke strong emotions and create a deeper connection with consumers. Gen Z's connection to branded audio goes beyond simple consumerism -- they take ownership of the sounds they feel connected with, making them their own and sharing them with their peers. A 2019 study by PHMG showed 74% of young adults say they develop a better understanding of a company's personality through music. This has opened up a new avenue for brands to reach younger audiences more authentically. By tapping into the right beats, rhythms, and melodies, companies can connect with consumers beyond just making them want to buy something. Thirdly, sonic branding can improve brand recognition and recall . A catchy jingle or a memorable sound logo can become ingrained in consumers' minds, making it easier for them to remember the brand when making purchasing decisions. A 2008 study performed at Leicester University revealed that brands that use music aligned with the brand identity are 96% more likely to be remembered by the consumer than brands that use unfit music or no music at all. Programmatic Audio: A Mic for Your Brand Sonic Branding Examples When I say "Nationwide is on your side", what do you hear? Probably the same thing I do. Whether it's a catchy jingle (think McDonald's "Ba da ba ba ba"), a distinct sound effect (like the Nintendo Switch 'click' sound), or even a memorable voiceover, sonic branding can stick with people for years to come. Defining the streaming age is Netflix's "ta dum", and what American kid didn't grow up on Tony the Tiger's "They're grrrrreat!"? These earworms step over the short-termism of landing an immediate sale and instead lay the foundation for long-term brand recall and loyalty. In sum, audio branding is a crucial element of building a holistic consumer experience to lift brand recall in a fun and easy way. And in an increasingly voice-activated digital ecosystem (Alexa, Google Assistant, Siri), it makes sense to exploit every aural component of your brand activations.    All you need is the best media agency to put your brand's message into the right ears. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

Let's be honest: design, logos, colors, and other visually pleasing marketing materials are a lot of fun to create. However, the rise and popularity of audio have become pivotal for brands, and finding your audio identity is essential. In fact, countless studies have been done on the psychology of audio and how it informs and builds an emotional connection between brands and their audiences. Sounds like Netflix's logo animation intro, McDonald's jingle for "I'm Lovin' It," or even Liberty Mutual's "Liberty" jingle have become memorable and iconic. How would consumers associate with those brands if there were no sounds to accompany them? Think about what sounds should exemplify your brand, from podcasts to live audio, commercials, and social media. When a brand chooses the right audio, it can catch on and be more than just an ad or piece of content; it becomes part of your brand's identity. Here are three quick tips to help you get started on identifying your brand's audio identity. 1. Know your customers Whom are you selling to, and what sounds will appeal most to them? Research the average age of your customer, what kind of brands they enjoy the sound of, and what they're looking for from your company. 2. What emotion do you want to convey? Think about how you want your customers to feel when they interact with your brand. Do you want them to feel calm, happy, relaxed, or excited? Each will sound different from the others, so it's essential to choose the one you want your customers to feel and ensure your audio matches that choice. 3. Be consistent Like any marketing strategy, it's important to make sure your tone shines through in your audio branding, no matter where your customers interact with it. Whether through a jingle or a voice, make sure you select the right sounds for your brand, who share its voice, and the perception you want to create for your company.

Why podcasts, streaming ads, and even AM/FM radio are essential marketing channels in 2023 Last week , we discussed the importance of creative visuals in ad campaigns for authentic brand-building. Creative diversification is imperative for telling stories in a manner best received by the target audience and preventing ad fatigue. But equally important is the way your advertisement SOUNDS. TV commercials, radio spots, social and video ads can worm their way into a listener's ears (if they weren't paying attention before!) and stay in their memory long afterward. (How easily could you recall the "Nationwide is on your side" jingle?) In fact, 60% of listeners' ad engagement carries over from the audio content heard immediately before , according to 2023's Sonic Science Volume 2 study. Creating excellent audio ads is part of building your brand's identity as well as selling your product. Learn more about the effectiveness and impact of audio advertising below. W hy is audio advertising effective? H ow can audio ads build a brand? What are best practices for audio advertising? Why is audio advertising effective? Audio ads have the ability to capture and hold the listener's attention. When people are engaged in audio content, such as streaming music, podcasts, or radio, they are more likely to pay attention to the ads that play during those moments. Well-crafted jingles, voiceovers, and music can evoke strong feelings and associations , making the ad more memorable. Another reason audio advertising is effective is the ability to reach well-targeted audiences. With the rise of streaming services and digital radio, advertisers can target specific demographics, interests, and behaviors, ensuring that their message reaches the right audience at the right time. This precision targeting can lead to higher conversion rates. On the backend of campaigns, d igital audio platforms often provide detailed analytics , allowing advertisers to track the performance of their ads. This data can help refine targeting, messaging, and overall ad strategy for better results. How can audio ads build a brand? Audio ads can thoroughly convey a brand's message, values, and identity. Repeated exposure to a consistent audio branding strategy helps reinforce brand recognition and recall. When consumers encounter the brand later, they are more likely to remember it due to the familiarity established through audio advertising. There's a reason brands pay top dollar for podcast host-read ads. By associating itself with a listener's favorite podcast hosts, musical artists, or radio shows, a brand can gain credibility and relevance among its intended demographic. Omnichannel is everything: Audio advertising can be part of a larger multichannel marketing strategy, reinforcing the brand's messaging across various platforms and touchpoints, such as social media, video, and print. What are best practices for audio advertising? Don't just list your product's features; tell your story. Audio ads can tell compelling stories that resonate with listeners. Narratives can illustrate the brand's values, history, or mission, making it more relatable and humanizing the brand. Google recommends using a consistent tone and tempo. For 30-second ads, aim for 55-75 words. And be conversational! A friendly tone helps listeners smoothly transition between entertainment content and ads. Finally, Spotify Audio Ads recommends employing "a combination of background music and sound effects [to] instantly conjure a mood and give context to your core message." The professional media buyers at Exverus do audio advertising for brands directly through platforms like Spotify and programmatically every day. If you have questions or thoughts about how best to get a brand into consumers' ears, drop us a comment below. We'd love to hear from you! This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

The precise, contextual targeting and emotional resonance of programmatic audio advertising are a big hit with brands. Did you know the vast reach and effectiveness of audio advertising can now be matched with the efficiency of programmatic buying? Popular music and podcast platforms like Spotify and iHeartRadio can now be bought programmatically, which lets advertisers target precisely defined audiences with the automation of AI. According to data from eMarketer, digital audio ad spend in the US alone is expected to grow by nearly 44% from 2023 to 2027! That’s a booming business. If you've been on the fence about allocating media spend to audio ads, now's the time to dive in strategically and hand your brand the microphone. Are audio ads effective? In short: yes. Audio ads  have the ability to reach well-targeted audiences and capture a listener's attention. They can thoroughly convey a brand's message, values, and identity  and resonate with a listener emotionally if you employ a strategic sonic branding  strategy ahead of time. Repeated exposure to a consistent audio branding strategy helps reinforce brand recognition and recall , and by associating itself with a listener's favorite podcast hosts, musical artists, or radio shows, a brand can build credibility, relevance, and trust  among its intended demographic. How does programmatic audio work? Just like with CTV, display, or any other programmatically bought channel, programmatic audio advertising is the process of buying audio inventory (radio, streaming music apps, podcasts, etc) through automated means  using a demand-side platform (DSP) and a supply-side platform (SSP). Audio SSPs include Spotify and iHeartRadio, and audio DSPs include Basis Technologies and SmartyAds. A good media agency has partnerships with various ad tech vendors to get your brand the most functionality for the least investment possible. Programmatic Advertising: FAQs for CMOs What are the advantages of programmatic audio advertising? A. Unparalleled Reach and Engagement Audio is an intimate medium. People listen to music and podcasts while they’re driving, cooking, or exercising – it’s a part of their daily routine. If your brand can reach listeners while they’re engaged in daily activities and listening to content they already enjoy, they’ll likely receive and recall your message in a positive light . And you may be surprised to know that the majority of audio listeners are not paying for the premium, ad-free versions! B. Contextual Targeting Programmatic buying goes beyond basic demographics. You can target listeners based on specific content genres, interests, and even the time of day  they're most likely to be listening. Imagine reaching fitness enthusiasts during their morning workout session or targeting foodies while they tune into a cooking podcast. This level of contextual relevance ensures your message resonates deeply with the audience, maximizing its impact. C. Retargeting and Amplification By leveraging insights gleaned from audio campaigns, you can retarget listeners in an omnichannel marketing strategy. For instance, a listener engaged with a sports podcast ad can be retargeted with social media ads or CTV commercials highlighting your brand's athletic wear or sports drinks. This creates a "halo effect,"  reinforcing your brand presence across various touchpoints and driving conversions. D. Data-Driven Campaign Optimization In the age of privacy regulations and the decline of third-party cookies, programmatic audio offers a valuable solution. It empowers brands to collect first-party data  and track campaign performance metrics  with precision. This data allows you to optimize campaigns in real-time, ensuring your budget is maximized and your message reaches the most receptive audiences. Every single one of your target consumers is likely listening to something – music, podcasts, audiobooks – every day. W ith programmatic audio buying, the right ones can hear your message, too. For more media buying news and tips, subscribe to our weekly Paid Media Insights  newsletter.