The Exverus by Brainlabs Media Director earned the prestigious industry title of 2026 for her work on TV show "The Chosen". MARCH 26, 2026 (LOS ANGELES) -- CampaignUS magazine has awarded Anna Elema the prestigious title of Media Planner/Buyer of the Year 2026 for her work at Exverus leading media strategy for TV's "The Chosen." The trade publication's annual Agency of the Year Awards recognize excellence in marketing, advertising, and paid media strategies for brands large and small. See all the 2026 winners here. As one of Exverus' four original employees, Anna has been loyally smashing campaign goals for over 11 years, putting together full-funnel media plans for brands as varied as "The Chosen", Stella & Chewy's pet food, MasterClass, and Premier Boxing Champions. She has served as a mentor and role model for her direct reports along the way. Anna follows in the footsteps of Exverus VP Tasha Day, who earned the same title in 2023. CampaignUS writes: As lead media planner for The Chosen, Elema's team faced an unusual challenge: bringing a streaming-native series to movie theaters for its Season 5 finale. The multi-platform campaign spanned YouTube, Amazon Prime, Netflix, TikTok, Snapchat AR lenses and massive out-of-home placements including a Times Square takeover. The results exceeded every benchmark. Non-viewer awareness jumped 44% to reach 72%, aided awareness hit 4.6 times entertainment category norms and video completion rates reached 98.6%. The campaign sold 6.1 million tickets and grossed $50 million at the box office, earning coverage from Variety, The Tonight Show Starring Jimmy Fallon and The View. Elema then turned to the show's merchandise operation, tasked with hitting $50 million in sales on 37% less media spend than the prior year. By building a media mix across video, social commerce and search that pulled double duty on brand awareness and direct sales, her strategy delivered an $11.90 return on ad spend from Amazon in the first half alone. An Exverus founding team member who has watched the agency grow from four people to over 50, Elema's path from fashion modeling in Paris to media psychology studies in the Netherlands to over a decade in LA media planning gives her a perspective most planners simply can't replicate. Click to learn more about the 2025 full-funnel media campaign Anna led that broke records for an underdog brand! Anna leads her teams with the same core values that make Exverus by Brainlabs an outstanding independent agency: truth, passion, service, and creativity. She makes every new Exverian feel welcome and included; whether in the office in Los Angeles or while working remotely from the Netherlands for a month every year. She encourages her direct-reports to take the time they need, and she embraces new ad-tech offerings with a sharp eye for client opportunity. Throughout her decade at Exverus, Anna has mastered the cosmic shifts in media buying, from the rise of retail media to in-house programmatic trading, AI search, and many more. She is known for building out creative media campaigns with fresh ideas that go beyond the basics and leverage midsized budgets for outsized impact. There’s a reason Anna’s campaigns keep winning the top industry awards – they prove that originality and technical precision are the magic ingredients for media excellence, today and tomorrow. "Anna does an amazing job at listening to our vision and needs and turning it into a world-class campaign that drives results. The Exverus team is an active partner with us, not only planning and executing the campaign, but also making real-time optimizations based on what they are seeing. They do not ‘set it and forget it’ – they are a close partner truly obsessed with our success.” - Andrew Young, Head of Global Advertising & Insights for "The Chosen" More examples of Anna Elema's effective media campaigns 'The Chosen App: Download Your Calling' wins the 2024 MediaPost OMMA for Best Mobile Marketing Campaign 'Stella & Chewy's: America's Next Top Petfluencer' wins the 2024 Adweek Media Plan of the Year Award for Best Use of Mobile Media Adweek. This Interactive Ad Format Helped Stella & Chewy's Reach Pet Parents. Nov 2023. In 2023, Anna's team built a multichannel sweepstakes to get feet in the door of neighborhood pet shops and drive sales of Stella & Chewy's pet food. Areas of Anna Elema's expertise as a media planner & buyer Full-funnel media planning: FAQs & examples for brands Hyperlocal advertising How brand lift studies illuminate marketing performance Integrated marketing communications (IMC) Ready to build a full-funnel media strategy that delivers results? At Exverus by Brainlabs, we combine strategic planning, data-driven optimization, and cross-channel expertise to help brands navigate the complexity of modern media. Let's talk!

Properly placed video media assets can serve the full funnel, even for alcoholic beverage brands facing decline. "A lot of brands are still sleeping on using YouTube as more than Video. It’s Social, it’s CTV, it’s Audio, and even Commerce.” - Lexi Semanskee, senior programmatic trader, Exverus Although YouTube has risen to become the world's largest media company in 2026, estimated $40.4 billion from advertising alone  in 2025, many brands still have yet to use YouTube and other video marketing channels to their full growth-driving potential. In April 2026, Exverus by Brainlabs Senior Programmatic Advertising Trader Lexi Semanskee, M.S. , headed to New Orleans to present her team's successful 2025 video marketing strategy that grew an anonymous beer brand despite category decline. Lexi covered: Alcoholic beverage industry challenges Campaign parameters Media innovation within brand constraints Insights tracking by channel Learnings & recommendations You already know the importance of optimizing for brand equity. But if you need hard data to convince the CFO, click to download. Alcoholic beverage industry challenges Declining demand The U.S. beer category is in a genuine structural headwind. Over the past four years, the alcohol industry has seen an estimated $830 billion drop in revenue, and the trajectory continues. Beer volumes fell -3% in 2024 , consistent with the -3% CAGR decline recorded over the full 2019–2024 period, per IWSR. The reasons are well-documented: Gen Z entering the 21+ market with reduced consumption rates, and the simultaneous rise of cannabis and non-alcoholic alternatives. Only 58% of U.S. adults reported consuming alcohol at all in 2024  — a figure not seen since 1996. Beyond the macro decline, Lexi identified the internal obstacles her team navigates on every alcohol campaign: Creative barriers Even when creatives are fully compliant with TTB federal advertising regulations  — which govern alcohol advertising across all digital platforms including YouTube, Instagram, and TikTok under Industry Circular 2024-1  — campaigns can be rejected or paused without warning. A client may want to be on a specific platform lineup, and it may simply not be available to alcohol advertisers. Scalability The audience funnel for an alcohol brand shrinks fast. You're already restricted to 21+ content, then you layer in age, demographic, geographic, and third-party audience targeting. By the time you've done it right, the addressable pool is a fraction of what a standard CPG marketer works with. Maintaining CPM efficiency at scale requires deliberate architecture from the start. Campaign parameters Before diving into tactics, a quick look at what the team was working with: Budget:  Under $10 million Channel preference:  A preferred mix of CTV partners Primary KPIs:  VCR, CPCV, CPM, CTR, VTC, Reach, Frequency, and a cross-channel brand lift study (BLS) Available creative:  Video, social display, creator content, and custom content Stretch goal:  Be first in uncharted territory — test new formats in alcohol before anyone else does With those parameters set, the team evaluated the most-talked-about trend in full-funnel video: rich media and enhanced CTV. The pitch is compelling — enhanced CTV is one of the first formats to enable genuine engagement measurement beyond view-through on connected TV. But for this client, the team said no. The reasoning is worth noting: the brand had exceptional creative built to own the full screen. Choosing an interactive or enhanced format would have compromised that creative impact — and the campaign was anchored in an awareness mandate. Good strategy sometimes means declining what's new in favor of what's right for the specific brief. Learn when and how to think about integrating Shoppable CTV ad units into your video marketing strategy. Media innovation within brand constraints Here's where the actual work gets interesting. Rather than defaulting to off-the-shelf audiences and standard placements, Lexi's team built a layered, custom-architected approach across three innovation areas. Strategic audience sourcing The team deliberately avoided pre-built Trade Desk audience segments, despite the range available. Every audience was custom-built, with a lean toward first-party-quality shopper data: Third-party purchase data  drawn from trusted shopper and receipt sources — purchase-verified audiences rather than broad interest proxies. Resonate , an AI-powered audience platform, generated audiences from real-time behavioral signals and activated them across CTV, Meta, and TikTok. Lexi described it as "a first-party, third-party audience source" — third-party data powered by first-party-grade AI modeling. Retargeting  built not from general site visitors but from video-exposed, social-exposed, and  search-exposed users — then activated on standard CTV to raise frequency in Q2 and Q3 as the campaign pivoted toward consideration. Retail media via Walmart Connect & Kroger Using both Walmart Connect and Kroger through the Trade Desk, the team unlocked something most programmatic beer campaigns don't get: direct ROAS measurement on upper-funnel tactics. The approach paired standard CTV inventory with accompanying display, targeting net-new audiences on the retail platforms. Walmart's ROAS benchmark range was $0.91–$10.33; Kroger's was $0.60–$17.00. Performance came in within those benchmarks. Audience-driven genre & content targeting → YouTube The most analytically interesting move started as a contextual CTV play and became something else entirely. The approach: take the target audience profile, run it through emerging AI tools to identify what content and genre trends they were engaging with, then use those findings to inform targeting. The contextual layer on CTV didn't work — niche CTV setups with multiple priority audience segments already stacked in don't have headroom for additional contextual filters without collapsing delivery. So, the team pivoted: they pushed the content trend insights into YouTube activations and cinema instead. A brand marketer's guide to retail media buying strategies for sustained business growth Insights & tracking by channel YouTube as a full-funnel video marketing strategy "I feel like there are a lot of brands that are still sleeping on the opportunity to utilize YouTube as more than just video," Lexi said. "It's social, it's CTV, it's audio, and it's even commerce." YouTube's practical advantages the team identified for alcohol brands specifically: Greater CPM efficiency and reach  versus standard CTV buys Multi-touchpoint exposure  across Shorts, YouTube Select, and YouTube TV — all on the largest screen in the house Lower barriers to entry for brand lift and search lift studies  — every brand lift study the team ran on YouTube showed positive lift Over 70% of all impressions served across the full campaign — awareness and consideration combined — were on CTV devices. On YouTube Select alone, that figure rose to 95%. The brand was reaching people on the biggest screen in the house, through a platform with digital targeting precision, at costs that outperformed standard TV. The brand lift study confirmed the approach: YouTube Video and CTV both drove higher favorability lift year-over-year. Overall CTV awareness lift increased with the addition of retargeting audiences in Q3. Cinema: The surprise showstopper Cinema was largely managed as a direct partnership rather than through programmatic, but the results earned their own section. Using the content trend insights from the AI analysis, the team identified select genres and releases whose audiences overlapped with the target consumer profile. A 30-second spot ran across those titles at seven test sites nationwide. An intercept study surveyed approximately 250 moviegoers: Ad recall: 75%  — on par with the NCM category norm of 76% Aided awareness: +200%  — ranked #1 in category (category average: -27.28%) Brand opinion: +46%  — ranked #1 in category (category average: -0.20%) Future consideration: +50%  — ranked #1 in category (category average: -2.32%) Cinema is a leaned-in environment with near-zero distraction. When the targeting is right — content that aligns with the brand's creative message, audiences who match the target profile — the impact is disproportionate to the spend. Stand out from cluttered digital media channels with big, creative ideas for building a brand. Learnings & recommendations for the brand Lexi's closing recommendations were honest about what worked, what was left on the table, and where the strategy grows from here. On CTV:  Lean harder into Resonate and retargeting audiences in 2026 to maximize first-party data signals and frequency. Continue prioritizing retail tactics paired with display — the combination of awareness reach and measurable ROAS is too valuable to treat as a one-year test. On YouTube:  Prioritize Select placements to maximize premium YouTube TV content and engagement metrics. Continue testing new formats — sequential messaging campaigns are a priority for the next cycle, and pause ads remain unexplored territory in the alcohol category. On Cinema:  Continue aligning with tentpole cultural moments where brand messaging fits organically. The lean-in environment remains one of the highest-impact channels per dollar when the content context is right. On the horizon:  Atmosphere (for digital out-of-home ) and GSTV (at gas station screens) are being added to the 2026 mix — extending the brand's video footprint into high-frequency, purchase-adjacent environments. The broader opportunity, in Lexi's framing: the future of video and TV is more social and engaging than ever. Go beyond awareness to give audiences the full picture. You can watch Lexi's full presentation here: For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

Exverus' Cofounder & Head of Operations was given Honorable Mention for outstanding culture-building in the 2026 IMPACT Awards. 4 Key Takeaways Workplace culture that actually works is built through sustained, deliberate systems — not one-off initiatives or performative programs. Exverus by Brainlabs maintains 80% women or POC in leadership, demonstrating that inclusion at the top is a strategic choice, not a byproduct. Responsible AI adoption means building understanding and integrating tools into real workflows — not just writing a policy and walking away. Values-driven leadership that extends beyond the office — like Jack's work with the Asian Hustle Network — is what separates culture as a talking point from culture as a practice. Good workplace culture is easy to describe. It's much harder to build — and even harder to sustain as a company grows, goes remote, and operates across a distributed team. That's exactly what makes this recognition meaningful. Jack Win , Co-founder and Head of Operations at Exverus by Brainlabs , has been named an honorable mention finalist for the 2026 Reworked IMPACT Award in the Workplace Culture Leader of the Year category. What is the ReWorked workplace culture award? Reworked is one of the leading communities for employee experience professionals, and this year's program — spanning seven categories across workplace culture, technology, employee journey innovation, and vendor excellence — recognized practitioners who didn't just design initiatives. They shipped them, measured them, and improved the experience on the other end. Jack was evaluated by a judging panel of workplace practitioners and industry specialists led by Reworked Editor-in-Chief Siobhan Fagan . The feedback they offered wasn't the kind of boilerplate praise you'd expect. It was specific, considered, and pointed at something real. Judges highlighted that Jack has built an environment where employees don't just perform — they stay. High retention and long-tenured staff aren't accidents; they're the outcome of deliberate systems : biannual retreats, a modernized 360-degree feedback process, positive incentive programs, and an open-door leadership style that makes people actually comfortable walking through it. One judge noted that Jack is a clearly "accessible" executive in a way that's become rare — someone people aren't apprehensive about approaching on a wide range of issues. That kind of psychological safety doesn't happen by default. It's designed. The panel also called out the intentionality behind Exverus's leadership composition (with 80% of leadership being women or people of color) as well as Jack's responsible approach to AI adoption. Rather than issuing rules and moving on, Jack has integrated AI education directly into workflow through tools like the internal Xavier chatbot and Brainlabs' AI media planning software Cortex. Judges found this particularly striking: most companies either over-restrict AI or ignore it entirely. Jack did neither. He built a culture where AI is understood, used responsibly, and genuinely accelerating what the team can deliver — including making enterprise-grade media planning capabilities accessible to growth-stage brands that otherwise couldn't afford them. Beyond the agency, Jack's involvement with the Asian Hustle Network — supporting AAPI creatives and entrepreneurs — was noted as an extension of the same values driving his internal culture work. This isn't a leader compartmentalizing "culture" as an HR function. It's someone for whom inclusion and community are the operating system, not a program. As one judge put it: "Nothing feels performative. It feels like steady choices over time that put people first and let the results follow." That's the Exverus way. Read the full 2026 Reworked IMPACT Award announcement here. For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

A scientific approach to measuring paid media's impact on actual business growth Key Facts: Attention-based optimizations deliver 20% higher unique reach  than viewability optimizations and are 31% more cost-efficient, according to The Attention Council. Traditional metrics like impressions and CPM suffer from key limitations  — they measure potential exposure rather than actual engagement and can be inflated by bot traffic. Brand lift studies provide more meaningful upper-funnel measurements  by tracking actual changes in brand awareness, consideration, purchase intent, and preference. Customer lifetime value (CLV) is often overlooked  but critical for understanding long-term profitability rather than focusing solely on short-term conversions and ROAS. It's 2025 -- we've all moved beyond the tired brand vs. performance debate, correct? And we understand the importance of brand as an indicator of sustained business growth . But the challenge remains: how do we effectively measure brand outcomes for upper-funnel paid media campaigns? The Challenge of Measuring Brand Common brand metrics include: awareness favorability perceived quality, and advocacy These metrics are inherently challenging to measure because they require either: Direct consumer feedback  through surveys, panels, or focus groups; or Indirect behavioral indicators  such as branded search volume or social listening tools There's no perfect solution! At Exverus, we prefer taking a scientific approach through brand lift studies. Understanding Brand Lift Studies A brand lift study measures an advertising campaign's impact on brand awareness and favorability. Brand lift studies use a test-and-control methodology , comparing a test group (people exposed to the ads) against a control group (people not exposed to the ads but otherwise similar). This approach offers significant advantages: It controls for external factors that might impact brand perception, such as negative press or viral content Unlike brand search trends or social listening, it specifically accounts for media exposure, allowing us to isolate the impact of marketing campaigns Brand Lift Studies: FAQs for CMOs How much does a brand lift study cost? Brand lift studies vary in cost: they may be added-value on some ad platforms and with some media partners with minimum media spend, or from about $30K for simple digital only studies to over $150K for complex multi-channel studies. Google Ads ,   Amazon Ads , and   Meta  offer free brand lift studies to advertisers who spend above a certain threshold and achieve a certain impression threshold to ensure enough data for a statistically significant result. The main disadvantage of these studies is the inability to account for exposure to ads from your campaign that are running on other channels that can potentially contaminate results. Research partners like Nielsen, DISQO, or Kantar can measure incremental brand lift across many media channels holistically ( CTV ,   digital audio ,   out-of-home ,   radio , you name it!) This can give your team a more complete idea of how exposures to your ad connect with real-life consumer sentiment. It’s usually less costly to run studies for online channels where ads can be tagged and more expensive to measure offline channels such as TV or out-of-home. Long campaign flights, interim reports, online dashboards, and larger samples needed to break out results in more detail are all factors that can add to the cost of a study. What's the minimum budget needed to run a brand lift study? Again, it depends upon the platform and the question(s) you're trying to answer. Below are the requirements for added values studies on a couple of popular ad platforms: LinkedIn Ads provides free Brand Lift Testing for campaigns spending at least: $60K to answer one brand metric $90K to answer two brand metrics Meanwhile, YouTube brand lift studies need only: $3,500 in the first seven days of the campaign for one metric $5,000 in the first seven days of the campaign for two metrics How large does my brand lift study sample size need to be for reliable results? This question is complicated because the answer can vary so widely and depend upon many considerations. We've seen sample sizes as low as 30, whereas Google recommends 2,000-5,000 responses per question in both the control and test groups for each lift metric. If you need multiple breakouts, such as by audiences or creatives, you'll need a large overall sample size to have enough data for each. Source: Google DV360 Help How do I know who saw my ad? Tracking ad exposure typically involves placing pixels on creative assets to digitally monitor viewership. However, this approach isn't feasible across all channels: Many social media platforms restrict this tracking capability Traditional channels like TV, radio, and out-of-home don't support digital tracking The common alternative is an opportunity to see (OTS) methodology , where survey respondents' reported media consumption is matched against media placement timing. In our experience, OTS works well for certain channels like TV or radio but yields inconsistent results for others like social media. The methodology assumes test and control groups are identical except for ad exposure. We attempt to ensure this through sample matching  based on demographics, geography, or online behaviors—but no two samples are 100% alike! The goal is similarity, not perfection. And beware of cross-channel contamination : Modern consumers fluidly move between mobile, video, and TV multiple times daily, making channel-level impact testing challenging. When we're trying to compare ad-exposed versus non-exposed individuals, channel-level  brand impact testing can be contaminated with other ad exposures. How do I connect brand lift metrics to business outcomes? Mid-funnel metrics like web traffic, customer acquisition rates, and customer acquisition cost (CAC). The more you invest in your brand, the lower your CAC should be. Marketing mix modeling (or media mix modeling) aggregates many sources of data to provide a comprehensive, full-funnel understanding of how different marketing channels contribute to overall business growth. AI-powered predictive analytics tools model different scenarios to help us choose the right course. Loyalty indicators like customer retention, online reviews, referrals, and consistent price premium. Your brand is strong if consumers think of you long after they've made a first purchase. The Importance of Data Integration Scientific measurement can be complex and messy sometimes . That's why we recommend integrating multiple data sources to corroborate brand lift results. For example, if your study shows no significant lift from advertising, but your searches and sales show substantial increases, you have good reason to believe your campaign was effective despite the study results. The Exverus Approach When making complex decisions about advertising strategy or evaluating campaign performance, we believe in considering multiple information sources and leveraging expert analysis. Our director of data analytics, Charles Lai, leads a team of seasoned statistics experts who can glean the strongest possible insights for your brand. Learn more about brand lift measurement from Charles below: For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

Instagram Reels beats TikTok on several key metrics, and Meta's ad capabilities are only getting stronger. Photo by Victor Freitas While the industry fixates on TikTok's uncertain future, the real story is playing out in the data: Instagram Reels is quietly dominating the short-form video space. Our recent Q4 campaign analysis for a top CPG client revealed Reels crushing TikTok on cost-efficiency, engagement rates, and video completion —the trifecta that actually moves the needle for brands. Add Meta's AI-powered Advantage+ suite into the mix, delivering 22% performance lifts on average, and you've got a platform that's not just surviving—it's thriving. With Meta capturing 60% of US social ad spend and Instagram driving $37 billion of that revenue, the question isn't whether to advertise on Meta in 2026. It's how quickly you can shift budget to Reels before your competitors do. Key Facts: Meta accounts for 60% of all US social media ad spend, totaling $66 billion in 2024 (up 17% year-over-year). Instagram Reels delivers better cost-efficiency than TikTok, with 27% lower CPM and 30% lower CPC in Q4 2024 client campaigns. Reels users are twice as likely to complete videos compared to TikTok and show 29% higher engagement rates. Meta's AI-powered Advantage+ tools are driving significant performance gains, with businesses using Advantage+ Sales Campaigns seeing an average 22% increase in ad performance. 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. There are three ways of optimizing for brand on Meta, so our analysis included the Reach, Ad Recall, and Thruplays objectives, testing their impact on audience type and brand metric shifts.  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. Will Meta use grow or decline in 2026? 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 were 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.   For more information about Paid Social Advertising , check out Exverus' Director of Paid Search & Social Ryan Schuster's expertise in Inc. Magazine : Which social platforms actually convert sales? Hint: It's not TikTok. For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

The world's biggest media channel has fundamentally evolved, and your media buying framework must, too. Key Takeaways YouTube is now competing for TV budgets — and winning on attention. Adelaide's Q4 2025 data puts YouTube's Attention Unit score (64.3) above both CTV (63.4) and linear TV (53.9). If your media plan still treats YouTube as a digital add-on, you're misallocating against where attention actually lives. Google's audience data layer is YouTube's biggest underused advantage.  Search intent, in-market signals, purchase behavior — layered onto video. No other platform offers this. Most challenger brands barely touch it. Format is strategy, not logistics. Shorts, skippable in-stream, bumpers, and Demand Gen are different tools for different funnel jobs. Defaulting to one format isn't efficiency — it's waste with a cleaner invoice. Last-click attribution is lying to you about YouTube.  YouTube builds mental availability that shows up later as branded search and lower CAC. If you're not using brand lift studies and MMM, you're systematically undervaluing your investment and you'll feel it in six months. Plenty of resources online discuss the benefits and different creative formats for YouTube advertising, but here, we want to focus on the strategy of building it into a full-funnel media campaign. Growth-stage brands particularly need to keep the bigger picture in mind and design for long-term, sustained growth, rather than wasting money on short-lived spikes. YouTube beats TV for attention Most brands treat YouTube, now the world’s largest media company per The Hollywood Reporter , as either one of two things: 1. a more affordable TV spot, or 2. a performance channel that delivers immediate ROAS It's neither of those, and brands stuck in that binary are leaving the most valuable thing YouTube offers on the table: superior attention metrics (AU) .  According to Adelaide data , YouTube’s AU beat out CTV and Linear TV in Q4 of 2025, placing it in direct competition for TV advertising budgets in 2026.  Device-wise,  YouTube is now a living-room TV staple , which means the creative and media buying implications are completely different here from on a mobile phone.  Meanwhile, Shorts crossed 70 billion daily views in 2025 — a wholly separate viewing context with different pacing, attention, and creative requirements than long-form. Brands still repurposing 16:9 cuts are running the wrong asset in the wrong environment. Plus, the Google audience data layer (search intent, in-market signals, purchase behavior) makes YouTube targeting different from any other video platform, and most brands barely use it.  What this means for brands: If your YouTube advertising framework hasn’t fundamentally changed in the last 2 years, then you’re planning for a platform that no longer exists.  Growth-stage brands can't afford wasted video advertising spend. Stretch every dollar with smarter placements, formats, and channel mix. 3 ways brands get YouTube video marketing wrong Mistake 1: Treating it as a TV substitute   Don't just repurpose 30-second broadcast spots without adapting for the skip button, the screen context, or the audience signal available. The first 5 seconds on a skippable, in-stream ad do more work than the rest of the spot combined — most TV creative isn't built that way. Mistake 2: Buying it purely as a performance channel YouTube can drive conversions — Demand Gen campaigns are real. But optimizing YouTube entirely to last-click ROAS systematically undervalues its brand-building  contribution, which shows up in search lift, consideration shifts, and lower CAC downstream.  Mistake 3: Running one format for the whole funnel Skippable in-stream is for awareness, bumpers are for reinforcement, Shorts are for discovery, and Demand Gen is for conversion. These aren't interchangeable, and brands that run a single format "because it's easier" are doing the equivalent of using a hammer for every tool in the kit.  Measuring YouTube campaign's actual business impact Here's the measurement trap most brands fall into : they hold YouTube to the same real-time accountability standard as paid search, then wonder why it doesn't look as efficient. YouTube's native metrics — view-through rate (VTR), cost-per-view (CPV), completion rate (VCR)— are useful signals for in-flight optimization. They tell you whether your creative is holding attention, whether you're bidding competitively, and whether a format is working within a campaign. What in-platform metrics cannot  tell you is whether YouTube is contributing to your brand's growth.  That's a different question, and it requires different instruments. For upper- and mid-funnel YouTube investment, brand lift studies are the right starting point.   Third-party tools from Kantar, DISQO, or Nielsen add methodological rigor and cross-channel comparability if you need to benchmark YouTube against other video investments. The key discipline: set up measurement before the campaign launches, not after, and resist the temptation to read results mid-flight before statistical significance is reached. For understanding YouTube's contribution relative to your full channel mix, you need MMM.  This is where YouTube is most chronically undervalued for challenger brands — and the reason is structural. Last-click and multi-touch attribution models are largely blind to YouTube's upper-funnel contribution  because they're built to trace individual user journeys through trackable clicks. YouTube awareness exposure rarely generates a click — it generates a mental availability shift that shows up weeks later as a branded search, a higher conversion rate, a lower cost-per-acquisition. Attribution models miss all of that. MMM, which works from aggregated business data rather than individual click paths, captures it. Predictive analytics and big-picture insights make marketing mix modeling tools invaluable to brand marketers of all industries in 2026 and beyond. Don't evaluate YouTube in isolation from your Search campaigns.   The two are more connected than most measurement setups acknowledge. YouTube exposure — particularly mid-funnel video view campaigns targeting in-market audiences — consistently lifts branded search volume among exposed users. That branded search lift is one of YouTube's most measurable downstream signals , and it's one you can track directly in Google Ads by cross-referencing campaign exposure windows with search impression share and branded query volume. Examples of successful YouTube advertising campaigns Video sells Voodoo Ranger 'Voodoo Ranger: Megabrand' won a MediaPost OMMA for Best Alcoholic Beverage Campaign! In 2024, New Belgium Brewing’s Voodoo Ranger product line was the #1 IPA in the US. But the craft beer category was sinking, and we needed to strengthen the brand just to hold the top spot, let alone grow in tough conditions. Video played a huge role, from Premium CTV to Paid Social and YouTube.  We used a mix of formats to balance efficiency and effectiveness, including  Vertical video spots on YouTube Shorts for efficient Reach Non-skippable :15 spots for Reach YouTube Select audiences to drive awareness among comedy / gaming / pop culture enthusiasts  and more The full-funnel media campaign secured 42% more incremental impressions than we’d planned while maintaining cost efficiencies. YouTube was a showstopper, driving significant lift in Ad Awareness (+9.6pp), Favorability (+8.7pp), and Familiarity (+8.3pp)! Specifically, the YouTube Select Comedy lineup drove an astounding +16.67% absolute Ad Recall lift, and the Entertainment/Pop Culture lineup drove a +162% relative search lift on “Voodoo Ranger” search terms.  Most importantly, we grew VDR Juice Force IPA sales by 8% YoY, bucking the category’s downward trend and doubling our growth goal! "The Chosen" breaks a brand record “The Chosen,” an indie streaming drama, faced an uphill battle. While big-studio productions enjoy massive marketing budgets, this homegrown brand needed to continue funding production against inflation on a shoestring budget. So, we decided to reverse the typical distribution model and premiere Season 5 in theaters, hoping to overcome Hollywood’s headwinds.  Video accounted for 52% of the media mix. Starting two weeks before premiere: YouTube, Prime Video, and Netflix delivered interactive trailers whose QR codes linked directly to ticketing pages in 20 global markets.  An efficient $7.58 CPM allowed the message to be shared across over 1.19 billion impressions. A 9 cent Cost Per Person Reached (CPPR) was efficient enough to reach 68 million unique US audiences. The whole campaign contributed to a $50MM global box office revenue and 6.1MM tickets sold, smashing our goals! Sources: The Hollywood Reporter. "YouTube lays claim to another crown: The world's largest media company." March 2026. EMARKETER. "YouTube rivals CTV for premium attention, edges out linear TV." March 2026. Google Ads. "Creative excellence guide for demand gen campaigns." 2023. For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

The ubiquitous video platform is now America's #1 home for podcasts. Learn how your brand can benefit from its reach, engagement, and loyalty. YouTube is now the #1 platform for podcasts in the US, beating Apple Podcasts and Spotify. You've probably noticed that many of your favorite podcasts now come in video form -- why is that? Video builds a deeper personal/emotional connection with viewers Advertisers are already well accustomed to video-format ads in multiple channels, so it's easier for them to integrate with YouTube podcasts than audio channels YouTube is a powerful discovery engine Video clips are easier to tease on social media for audience growth YouTube is the fastest-growing platform for podcasts, which increasingly include a video element. In fact, a 2024 report  from Cumulus Media and Signal Hill crowned YouTube the most popular podcast audience platform in the US , far surpassing Spotify and Apple! Semafor reports, " monthly podcast listenership on the platform surpassed 400MM hours, and it recently had 1B users who viewed podcast content on YouTube in a month." Then, in March 2025, YouTube CEO Neal Mohan announced via public letter that YouTube was preparing "more tools to support podcasters, improve monetization for creators, and make it easier to discover podcasts." Specifically, Semafor reports that YouTube is working on dynamically inserting host-read video ads so that viewers can watch an old video but see ads that apply currently (just like with programmatic audio ads ). That’s a golden opportunity for brands to slide in and showcase their look, sound, feel, and deals. So, what’s the most efficient way to advertise there? Frequently asked questions about YouTube podcast advertising: Can you advertise on specific YouTube channels? With   Google Ads , you can indicate which audiences, keywords, and yes, even specific channels or videos you’d like to target in your display campaigns. You can also exclude specific channels or videos that might not be safe for your brand. How much does it cost to advertise on podcasts?   According to Acast , “the average CPM (cost per 1000 listens) of podcast ads is between $15 to $30 for pre-recorded ads up to 60 seconds. Host-read sponsorships can cost between $25 to $40 CPM. Ultimately, podcast advertising rates vary based on the type of ad, audience size, targeting criteria, and other factors.” What are the different types of podcast ads? Baked-in ads. These pre-recorded audio clips are “baked” into the audio file, so everyone hears the same ad.  Dynamic ad insertion (DAI): This strategy uses advertising platforms’ audience data sets to tailor and target your ad more specifically, which can lead to better conversions.  Host-read ads: Unlike pre-recorded audio ads, host-read ads (also known as live-reads) are messages delivered straight from the mouth of a person your audience trusts. They’re like getting a recommendation from a friend or family member! They’re the least disruptive, most naturally integrated form of podcast advertising.  Branded audio content: Some brands work with podcasts (or the media publishers who own them) to produce fully branded audio experiences that both provide information or entertainment to the listener and get the brand’s message across.  A good recent example was Virgin Atlantic’s three-part branded series with Pivot , a business and tech podcast hosted by Kara Swisher and Scott Galloway, owned by the Vox Media Podcast Network. The hosts discussed the future of travel and electric vehicles, interviewed transportation experts, and subtly slipped in Virgin Atlantic’s offerings. These kinds of integrations can be a big lift, but they’re highly engaging and effective when done well.  Is podcast advertising worth it?  If you’re looking for brand trust and loyalty, look no further. People tune into their favorite podcasts every week because they trust and admire the host; they enjoy and learn from the content; and they’re likely to remember and consider their product recommendations.  Ad Results Media  has the receipts: “​​Podcast advertising is highly effective for building brand awareness and promoting overall brand lift...driving an average of 28% improvement in baseline awareness across industries and 24% improved brand recall.” Click here to learn about programmatically buying audio ads So, now let’s talk about best practices. How can you make the most of your advertising budget while reaping all the benefits this hot-button channel has to offer?  4 Tips for buying YouTube podcast ads: Don't just talk; listen Those who discover a podcast on YouTube say they like the platform for the comments, community, entertainment, and recommendations . These features offer additional ways to engage with potential consumers and build community around your brand.  Consider the device Spotify and Apple Podcasts listeners predominantly listen on their phones, while 38% of YouTube podcast ads are viewed on laptops or TVs. Adjust your creative assets and messaging accordingly.  Invest in host-read ads While they can be more expensive than pre-recorded ads, host-read ads offer a level of intimate trust, engagement, and recall that can significantly increase brand awareness, perception, and purchase intent.  According to Audacy’s 2024 Podcast Playbook : 46% of listeners say host-read ads are “not intrusive at all”, and 80% stay tuned for the entire ad rather than skipping it.  Run the data YouTube offers podcasters and advertisers robust data analytics  to measure and optimize campaign performance. Metrics include CPM, RPM (revenue per mille), ad impressions, and estimated monetized playbacks, or the number of times a video was watched with ads.  As always, audio and video channels should be considered in the context of diversified, full-funnel media planning . Never put all your eggs in one basket! But if you want to reach consumers in a relaxed, trustworthy, and informative environment, their favorite video podcast is a great place to start. And the right full-service media agency can help get you there. For more media buying tips, agency news, and case studies, subscribe to our weekly  Paid Media Insights  newsletter.

Growth-stage brands can't afford wasted video advertising spend. Stretch every dollar with smarter placements, formats, and channel mix. Fortune 100 companies may enjoy unlimited digital media budgets, but challenger brands need every dollar to work harder. As the media agency of record for growth-stage brands like Premier Protein & Dymatize, New Belgium & Bell's Brewery, and indie show "The Chosen," Exverus' media planners have mastered the art of meticulously placing video assets where they'll bear the most fruit. Video ads grab attention, boost engagement, and drive conversions. But here’s the uncomfortable truth: most brands are overspending — not because video doesn’t work, but because it’s not being used strategically . For example, YouTube  is now a dominant force in CTV, commanding more living-room TV watch time than any other single streamer, yet some brands remain hesitant to commit the same budgets they would allocate to traditional television. That hesitation is costing them reach, efficiency, and relevance. Meanwhile; Instagram, TikTok, and Twitch are all expanding their presence on TV screens, blurring the line between social and premium video. The living room is now the battleground for attention, and the old playbook doesn't work there. What this means for marketers:  Smart brands are treating CTV as the anchor of integrated campaigns. Launch with CTV for brand awareness, retarget engaged viewers with shoppable social ads, then convert them through retail media at the point of purchase.   The data connectivity between these channels finally makes true closed-loop attribution possible.   The brands still siloing "TV budgets" from "digital budgets" are the ones wondering why their media mix models  show diminishing returns. Key takeaways: Video advertising can't do all the heavy lifting Shoppable CTV isn't just about sales Instructional beats promotional content Prioritize UGC over AI Repurpose your social videos for Display YouTube reigns supreme for Gen Z viewers Tap into the right frequency Video advertising can't do all the heavy lifting Video is powerful for storytelling, but diminishing returns kick in fast. A heavy YouTube  or CTV  buy doesn’t automatically equal stronger results. Often, brands keep layering spend on video because it feels safe, not because it’s proven to be incremental.   The problem isn’t the medium, it’s the mix. Too much video comes at the expense of reach in other channels that may drive more efficient impact ( audio , OOH , retail ) .   Over-investment also creates frequency waste: the same users see the same ads repeatedly, while new audiences remain untapped.   The question isn’t, “Are we spending enough on video?”  but rather, “What role is video playing in the funnel — and is it carrying too much weight?”   Actionable Insight : Run a reach and frequency analysis on your current video campaigns. If 20% of your audience is seeing your ad 10+ times while half your target hasn’t seen it once, reallocate a portion of spend into complementary channels that expand reach. A brand marketer's guide to one of the fastest-growing, most dynamic areas of media buying. Shoppable CTV isn't just about sales Interactive, shoppable CTV (or T-commerce) is an increasingly popular way to shorten the path between TV and purchase this year, but our actual reports show it serves a different purpose, too. Interactive TV ad units collapse the path between entertainment and purchase. Learn how we've run it successfully. After reviewing the performance of QR codes and tappable trailers for "The Chosen" 2025 theatrical campaign , Exverus by Brainlabs Media Supervisor Melanie Mogey explained to Digiday , “The scanning of QR to buy tickets was not the primary KPI for these units. VCR on the trailer for awareness was the focus....despite the interactive units gaining 28.8 million impressions, they drew just 7,500 QR code scans. The scans are not the most impressive numbers in relation to the impressions and completed views." Other agencies have been finding similar results -- brands of all types can benefit from shoppable CTV, not CPG or retail, but the impact is more broad-funnel than sales-focused. Instructional beats promotional content People browsing videos on social media, YouTube, or TV are looking for useful information and entertainment. They're more likely to engage with videos that teach them something valuable, rather than just self-promoting and asking. Demonstrate how your product solves a problem, showcase its features, or offer step-by-step tutorials. This approach boosts brand affinity and consideration. In fact, TikTok's own research demonstrated that videos displaying product usage saw: +25% lift in ad recall +32% lift in ad likability +65% lift in brand affinity , and +18% lift in product consideration. The average engagement for a 3-5 minute instructional video is a whopping 74% ! Knowing where to allocate your social media advertising budget means the difference between breakthrough growth and wasted spend. Prioritize UGC over AI Consumer sentiment on AI-generated video ads is at an all-time low. Generative AI tools like Invideo and Gemini Veo can quickly churn out content, but the rise of misinformation and low quality concerns highlights the need for a human touch . If you're going to use AI, always double-check facts, ensure accuracy, and prioritize a personal, relatable voice. Or, better yet, try UGC. EMARKETER data from 2025 shows 36% of marketers say user-generated content (UGC) is "extremely important" to their social media strategy, compared with just 2% who say the same about AI. Why is UGC such an effective digital video advertising format? Trust sells. There's a reason why "authenticity" is a burnt-out buzzword in marketing: A 2024 study of 8,000 consumers showed almost half (47%) consider user reviews of products the most influential content when shopping online, compared to just 11% for brand content and 10% for influencer posts. This boils down to one key element: trust. Peer reviews are much stronger purchase drivers than brand advertisements. Northwestern University's Medill Spiegel Research Center agrees: The purchase likelihood for products with 5 reviews is 270% higher than those with none. That's a powerful testament to the impact of UGC video. What's the difference between an influencer and a creator? How do I choose the right one? Answers to these questions and more. Repurpose your social videos for Display 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. In 2025, Exverus by Brainlabs partnered up with SeenThis to develop the first-to-market Social Reach , which expands vertical video ads to the open web and improves upon them with high-quality streaming delivery and premium placements in brand-safe environments. Premier Protein's 6-week Social Reach by SeenThis campaign beat Meta Ads in efficiency by 50%! 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. “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,” said Hillary Kupferberg, VP Performance Marketing at Exverus. "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." Premier Protein was the first brand to run a Social Reach campaign, and it outperformed Meta Ads in terms of efficiency in the first 6 weeks! YouTube still reigns supreme for Gen Z viewers While TikTok may seem like the popular kid at school, YouTube remains a dominant force for Gen Z viewers. EMARKETER's 2025 Gen Z Social Media Usage report showed that over half of Gen Z social media users are spending more time on YouTube than they did a year ago. D aily YouTube usage among US adults 18-24 will surpass that of TikTok and Instagram by the end of 2025. This reinforces the notion that Gen Z can be captivated by longer, horizontal videos if the content is compelling and the creators build connection. In other words, the length isn't as important as telling a compelling visual story. Additionally, 59% of Gen Zers have used YouTube as a search engine, making it ripe for brand discovery and product reviews on par with TikTok and other social-search platforms. Most brands advertise on YouTube wrong. Learn the right framework, measurement, and real-life examples. Tap into the right frequency   For FY26, we need to shift away from static frequency caps to a more performance-based approach that finds optimal exposure levels through data and modeling. There's a "sweet spot" where campaign performance peaks -- Amazon Ads' testing showed optimal results at 2 exposures per user , with efficiency declining outside of that. Rather than arbitrarily setting caps like "once every 24 hours" or "three times per week," advertisers should use total exposure modeling that considers the consumer's entire cross-channel journey, including digital, streaming, and even linear TV. The goal is to identify the specific frequency threshold where your campaign achieves maximum impact—which Amazon demonstrated with 15% lower CPCs at optimal frequency versus no frequency targeting. Remember, video content is an investment, not a quick fix . By embracing the power of storytelling, leveraging the latest trends, and understanding your target audience, you can create video marketing magic that drives engagement and fuels brand growth. Sources: AdExchanger. " Advertisers Should Think Of Video Holistically. Consumers Already Do. " Google. " Reach potential customers at every stage of the funnel with video. " The Trade Desk. " McDonald’s and Publicis innovate custom full-funnel video measurement solutions. " Fast Company. " More Americans watch YouTube on TV than on their smartphones—here’s what that means for creators and viewers." For more media buying tips, agency news, and case studies, subscribe to our weekly   Paid Media Insights  newsletter.

Interactive TV ads collapse the path between entertainment and purchase. With the FIFA Club World Cup, Super Bowl LX, and 2026 Winter Olympics on the horizon, it's no wonder CTV ad spend is projected to grow by 13% this year to $26.6 billion ! 70% of the US population was a CTV user in 2025. That's truly a can't-miss advertising opportunity for brands. But sophisticated media buyers are looking at ways of measuring sales conversions from CTV investments , not just awareness-related metrics like impressions, reach, and frequency. In the context of omnichannel marketing , advertisers must bridge the gap between the TV ad watch and the point of purchase for the modern shopper. Shoppable CTV ads may be the solution. What is a shoppable CTV ad? Shoppable Connected TV, sometimes referred to as T-Commerce (short for television commerce), is the newest evolution in television advertising, incorporating interactive or transactional features directly into television platform s. In other words, consumers can purchase products directly from a TV ad without ever leaving the couch. Premier Protein lets shoppers buy straight from a QR code to their phones What is an example of T-Commerce? The actual formats can vary: It could be as simple as a call-to-action (CTA) with a text message discount code, or a TV ad could display a QR code to scan and checkout via mobile phone; or a voice-activated command to a smart speaker; or even check out right from the TV Are shoppable CTV ads effective? Data shows...yes! In a recent study by LG , 51% of the 1200 CTV users surveyed said they "wish they could shop online using their TV." Many TV watchers today have their phones closer at hand than their TV remotes. This strategy capitalizes upon the increasing trend of consumers turning to digital platforms for both entertainment and shopping (we see you, TikTok Shop). With T-commerce, consumers can seamlessly explore and purchase products with a simple click while watching their favorite shows. This frictionless experience eliminates traditional barriers between content consumption and commerce, providing consumers with a more simple and enjoyable path-to-purchase journey. Technological advancements such as smart TVs, interactive content overlays, and seamless payment gateways , have played a pivotal role in making T-commerce possible, and all the major TV players want a piece of the pie. Disney, NBCUniversal, Samsung, Paramount, and others have already rolled out shoppable ad features to brand marketers and media agencies. What are the benefits of shoppable CTV ads? The shift from conventional TV commercials to shoppable CTV ads: benefits advertisers in measuring and optimizing campaigns, enhances the viewing experience for consumers, and creates new revenue streams for content creators and streaming platforms T-Commerce relies on data analytics to provide a personalized and curated shopping experience. As consumers engage with shoppable content, their preferences and behaviors are tracked, allowing for targeted product recommendations. Data-driven personalization benefits consumers by presenting them with better offerings, and it helps advertisers improve their inventory and media strategy going forward. Shoppable ads for "The Chosen" by KERV let viewers watch the trailer or buy tickets immediately How do I measure ROI on shoppable CTV ads? Every brand will have different metrics for success, which can depend on things like: price point retail availability consumption habits how target consumers interact with shoppable ads. Our media planners and ad-tech partners listen to each brand's unique objectives, provide insights on what's worked well for similar campaigns in the past, and tailor the advice accordingly. A few methods for measuring ROI in shoppable CTV include: Tracking pixels and unique landing pages: These can help attribute conversions to viewers who have seen your ad. QR Code tracking: Monitor the traffic and conversions generated from QR codes within your shoppable ads. Platform analytics: Utilize analytics tools provided by CTV platforms or integrated with your e-commerce platform (e.g., Google Analytics, Shopify Analytics) to track key metrics and performance.  How do I set up cross-device tracking for shoppable CTV campaigns? Partner with a cross-device vendor.  For example, The Trade Desk uses Identity Alliance  to map connections between users and their devices into a single graph for better frequency management and accurate measurement.  Ad-tech partners like KERV.ai can see both exposure-level data for the ad based on device and any interactor data (various engagement points with the creative) for full transparency. How do I measure across streaming platforms? Most ad-tech platforms have limited relationships with the publishers and streamers, but some (including KERV) have partnerships with all the major streamers and many TV manufacturers for accurate measurement. How do I comply with privacy laws? With the ease and convenience of shoppable TV comes the responsibility of understanding data sharing and privacy . As consumers engage with shoppable content, they need to be mindful of the information they share and the permissions granted to platforms. Contextual targeting ensures relevance and privacy by aligning ads with the content they appear in, rather than consumer identity data. For example, a kitchen gadget brand could appear during an ad break for Top Chef , or an automobile ad could appear during a travel show. Show-level data helps brands appear in front of increasingly relevant audiences without needing to extract data from the consumers themselves. How is AI shaping the future of shoppable CTV ads? AI is the engine driving the contextual targeting and shoppability mentioned above, helping both publishers and brands at the same time. Imagine the ad break in a home remodeling show being a retailer that showcases the exact furniture in the show. Or a paint manufacturer advertising the exact shade of paint in the beautiful home. Imagine ads showing the exact jeans or makeup brand your favorite character was wearing in the last scene.  "What we're building today couldn't be done with traditional CTV. The publishers can make their ad breaks more relevant and their content more powerful to brands. Moving that consumer down the funnel with immediate add-to-cart...that's what's exciting and powerful in the space today." - Mark Corte, VP of Brand & Agency Partnerships, KERV With the expansion of CTV ad formats and interactive capabilities, paired with premium streaming video content and audiences hungry to buy, our programmatic advertising experts predict this space will transform in the next three to five years. Brand clients who are already testing into this will be ahead of the game. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

These two titan channels are joining forces to close the loop for digital advertisers. We've talked a lot about the major investment shifts we're seeing in digital advertising toward retail media networks  (RMNs) and programmatically-bought connected TV (CTV) . But, for the most part, we've considered these separate trends – two pieces of the larger media puzzle. Now it's become increasingly clear that retail media and CTV are more closely intertwined, presenting powerful targeting and measurement capabilities for media planners and brand marketers. Netflix 's 2026 partnership with Amazon Audiences is a groundbreaking example of applying Amazon's trillions of consumer behavior signals to the broad, loyal reach of Netflix's viewing audience. Why are these partnerships becoming more common, and what do they offer brand advertisers? Let's look deeper. Why are retail media and CTV platforms joining? CTV has the reach, Retail has purchase data Shoppable CTV is a Win-Win for CPG Brands Enhanced Targeting and Measurement How can brand marketers benefit from CTV and retail media partnerships? How do you measure the success of omnichannel media campaigns? How do you integrate alternative marketing into an omnichannel media strategy? Why are retail media networks and CTV platforms joining? A few reasons include: CTV has the reach, Retail has purchase data CTV ad spend doubled  from $9 billion in 2020 to $18.89 billion in 2022, and with the recent launch of new ad-supported streaming tiers at Netflix  and Amazon , ad spend is forecasted to double again  by 2026! It's by far the fastest-growing digital advertising channel. And no wonder: eMarketer forecasts that over 80% of people aged 25-54 will be CTV viewers by the end of 2024 . That's a reach that's hard to beat. While streamers know what millions of people are watching , retailers know what those same people are buying . Together, these data pieces are pure gold for advertisers. So far, these data pieces have been largely fragmented and difficult to piece together into a clear picture of whom to serve which ads where. By partnering up, streamers can combine their massive reach with retail media's first-party purchase data to provide us media planners with a simple and measurable product that makes our campaigns run smoothly and effectively. Shoppable CTV is a Win-Win for CPG Brands A prime example is NBCUniversal's partnership with Instacart. This innovative collaboration aims to transform television into a targeted channel for shoppers.  Here's the exciting part for Consumer Packaged Goods (CPG) brands: the ability to reach their target audience with laser precision across various popular streaming platforms. This extends beyond NBC's traditional channels, encompassing Max, Pluto, and Tubi, effectively reaching a wider audience segment. Our team is already actively testing Instacart's purchase-based audiences for CPG clients. This allows brands to target not just viewers, but category buyers actively engaged with streaming platforms. Imagine the ability to showcase your new cereal brand to viewers who regularly purchase breakfast items through Instacart – a recipe for marketing success. Instacart also announced a new partnership with YouTube at the 2024 Cannes Lions International Festival of Creativity for similar reasons. YouTube has successfully proven itself as a CTV platform that's effective for food, beverage, and other CPG brands. Enhanced Targeting and Measurement Disney Advertising's partnership with Walmart Connect takes this convergence a step further. Their collaboration focuses on enhancing audience targeting and closed-loop measurement capabilities for campaigns . This translates to highly targeted CTV ad placement across Disney+ and Hulu's vast inventory, ensuring brands reach the right audience and effectively measure the impact of their campaigns. This strategic move by Walmart aligns with their earlier $2.3 billion acquisition of Vizio, a leading CTV network, and partnership with Roku Ads. These initiatives clearly highlight Walmart's commitment to capitalizing on the burgeoning CTV market and competing with its biggest rival, Amazon, which has both a retail media network and a streaming platform in-house. Brush up on the basics of programmatic advertising, from DSPs and SSPs to precision targeting and AI-powered analytics. How can brand marketers benefit from CTV and retail media partnerships? The best way to go about advertising on these platforms is to think about their capabilities in relation to the brand's goals and audience insights. Just running ads on Amazon or another e-commerce platform is nice, but it's ultimately a waste of money if you don't take full advantage of the synergy between e-com and CTV and build a full, omnichannel media plan. Again, these platforms are still largely disparate and fragmented, so a good media agency is crucial to help brand marketers sort through all the options and choose the most effective channels at the lowest possible cost. Despite Google deciding to keep third-party cookies, increasing opt-out functions are still degrading their usefulness, and therefore brands will absolutely need to access the first-party data provided by retailers and streamers in privacy-compliant ways  in order to survive. How do you measure the success of omnichannel media campaigns? As WARC  explains, " Data collaboration allows brand advertisers to measure the impact of their campaigns not only on sales but also at every stage of their consumer funnel, e.g. determine whether a conversion is a new customer or an existing customer." The exact KPIs you should use depends upon your campaign goals -- some of the most popular include click-through rates, website visits, and interactive ad engagements. But it's also important to look at the larger picture with brand lift studies, multitouch attribution, and marketing mix modeling . Focusing too closely on short-term performance  metrics will cost your brand in the long run. Media mix modeling (MMM) and multi-touch attribution (MTA) are both effective ways of measuring the downstream effects of upper-funnel media. Learn the difference here. By combining the power of targeted CTV advertising with the deep audience insights offered by retail media platforms, brands can reach the right consumers at the right time, ultimately influencing purchase decisions at every point in the customer journey. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

The better-burger chain’s new media emphasizes unexpected menu items The campaign’s hero spot, “Float On,” sets the tone for the Fresh Coast — a sun-soaked world where everything is fresh – the food, the people, even the tiny flotation device that delivers ranch poolside. MARCH 4, 2026 (LOS ANGELES, CA) – Today, creative shop Barrett Hofherr and media agency Exverus by Brainlabs launch a springtime-ready rebranding campaign, “You either Habit or you don’t,” for California-based Habit Burger & Grill  emphasizing the chain’s growing product line  of fresh burgers, salads, sandwiches, and bowls. The video-first storytelling campaign will run across premium CTV (Hulu, Peacock, Paramount), high-profile moments like March Madness, paid social, search, and OOH to strengthen Habit’s brand salience and bring in new audiences.  “This spring, we’re balancing brand equity-building for Habit across the country with driving immediate store sales in its key western markets,” explains Exverus Media Director Georgia Schreiner. “The campaign’s colorful, sunny creative reinforces Habit’s southern California roots while expanding the freshness to new audiences.” Habit’s rebrand comes at a time when the “fast casual” restaurant category is eroding into a sea of sameness, squeezed between QSR value deals and casual dining bundles. Habit aims to present its cooked-to-order Santa Barbara Cobb Salads, Tempura Green Beans, Sirloin Steak Sandwich, and more in premium media environments to differentiate itself as the elevated option. This will be the first full-funnel media launch with Exverus, which signed on as MAOR in late 2025.  “We believe our freshly cooked menu and fresh ingredients set us apart,” explains Habit CMO Jack Hinchliffe. “We prepare our food with fresh ingredients, so it tastes great and is something our guests can feel good about. That commitment is why we’re growing traffic and winning awards.” The campaign also marked a milestone beyond the creative itself. Habit was evolving its visual identity in parallel, giving Barrett Hofherr the rare opportunity to shape a new brand world and a refreshed brand identity in tandem, ensuring everything launched as one cohesive vision. “ A lot of brands say “fresh”, said Todd Eisner, Executive Creative Director at Barrett Hofherr . “But Habit actually is – they use fresh avocados and make their ranch by hand daily. Their most popular side is tempura green beans. So we actually drew inspiration straight from the menu to take a different approach.”  Looking ahead, Habit will bring its #1 award-winning food to Dodgers Stadium with a new location in Centerfield Plaza this year. As seen in AdAge: https://adage.com/creativity/campaigns-commercials/aa-creative-ads-today-aw-canada-axe-garage-beer-habit-burger-grill-met-rx-taylormade/ MarComm News: https://marcommnews.com/habit-burger-grill-launches-fresh-like-that-a-new-brand-platform-from-barrett-hofherr/ Ads of the World: https://www.adsoftheworld.com/campaigns/new-brand-platform-fresh-like-that For further reference Placer.AI : https://www.placer.ai/anchor/articles/q2-2025-restaurant-recap-a-cautious-consumer-shapes-dining-trends   FastCasual: https://www.fastcasual.com/news/limited-service-visits-decline-as-customer-service-value-perceptions-hit-new-lows/   QSR Magazine: https://www.qsrmagazine.com/story/which-restaurant-brands-are-getting-credit-for-value-and-other-spending-trends/   About Exverus by Brainlabs Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth,” Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com , LinkedIn , Instagram , and YouTube . Exverus Press Contact: michelle.andrade@exverus.com   About Barrett Hofherr Barrett Hofherr, founded in 2012, is a full-service creative advertising agency that builds brand and business momentum. Client partners include DoorDash, Airbnb, Chime, Habit Burger & Grill, Sutter Health, Ariat, and more. For information, visit barretthofherr.com , LinkedIn , Instagram , and TikTok . Barrett Hofherr Press Contact:  stephanie.farmas@barretthof.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, and its Chicken Club recognized as the best grilled chicken sandwich by The Daily Meal. Habit Burger & Grill has since grown to over 385 restaurants across 14 states and internationally. Learn more at habitburger.com , Instagram , Facebook , TikTok   and   LinkedIn . Habit Burger & Grill Press Contact:   HBGMedia@yum.com Credits Creative Agency - Barrett Hofherr CCO - Jamie Barrett ECD - Todd Eisner Copywriter - Maddy Cormier Art Director - Emily Joslin Head of Production - Conor Duignan Senior Producer - Marianne Lawlor Head of Accounts - Krista Osol Account Director - Jane Han Associate Strategy Director - Kevin Albrecht  Media Agency - Exverus by Brainlabs Media Planning Director - Georgia Schreiner Media Supervisor - Corey Boyle Media Planner - Jillian Telman Assistant Media Planner - Karla Calderon VP, Planning & Strategy - Tasha Day Director of Programmatic & E-commerce - Sean Edwards Director of Search & Social - Ryan Schuster, MBA VP, Analytics - Josh Edelman Production Company - Fela Executive Producer/Line Producer - Fuliane Petikyan Director - Pedro Pinto Director of Photography - Liam Reardon Editorial - Cut + Run Editor - Frank Effron Assistant Editor - Lara Tillotson Executive Producer - Brian Stanley Junior Producer - Julie Plascencia VFX + Finishing - Jogger Executive Producer: Alicia Cargile CD: Kingsley Harden Colorist: Dan Swierenga Finishing Producer: Ron Rendon Flame Artists: Cary B. Welton, Miles Kinghorn, Lou Schachte Flame Assist: Tim Tom, Jorge Tanaka Animator: Daniel Chang Music Company - Human Executive Producer - Kamela Anderson Creative Director/Composer - Gareth Williams Mix/Audio - One Union Audio Engineer - Joaby Deal Executive Producer - Michael Swarce

Founders and C-suite leaders share their top practices for preventing burnout at work Prioritization, saying no, and leaning into your company's core values can help prevent stress and over-exhaustion. Burnt-out workers cannot succeed. Stress, over-exhaustion, and demoralization can have deleterious effects on a company's bottom-line, not to mention its people's health and well-being. And the best way to cure burnout is to prevent it in the first place. If you're a growth-stage brand, you may not have the budget for corporate retreats or wellness benefits, but anyone can practice a few good habits to prevent burnout in leaders and employees alike. As Exverus by Brainlabs' cofounders Talia Arnold & Jack Win advised to Inc. magazine: “Ruthless prioritization — Get crystal clear about the most important tasks of the day or week, and avoid devoting energy to things that don’t matter. Know that in a difficult decision, there’s always a third option. And laugh at it all because we’re all going to die one day!” - Talia Arnold, Managing Partner “Burnout for me is usually a mismatch between expectation and capacity. Aggressively manage your goals and celebrate every effing win.” - Jack Win, Head of Operations What is workplace burnout? Burnout isn't just "being tired." According to the World Health Organization , burnout is an occupational phenomenon characterized by chronic workplace stress that has not been successfully managed — and it shows up in three specific ways: exhaustion increased mental distance from one's job, and reduced professional efficacy. In other words, the people doing your most important work stop being able to do it well. For marketing agencies and growth-stage brands in particular, the stakes are high. Client deadlines don't pause for recovery time. Campaigns don't execute themselves. When your team burns out, performance dips — and so does your clients' trust. That's why prevention isn't a "nice to have." It's a business strategy. How does prioritization prevent burnout? Talia's advice to "get crystal clear about the most important tasks of the day or week" sounds deceptively simple. In practice, it's one of the hardest skills to build — and one of the highest-leverage. Most burnout doesn't come from doing too much of one big thing. It comes from doing too much of everything , spreading attention thin across tasks that feel urgent but aren't truly important. The Eisenhower Matrix  — a framework for sorting tasks by urgency and importance — is one practical tool for this. But the discipline to actually stop  working on low-priority tasks? That's a cultural practice, not a productivity hack. Credit: https://www.eisenhower.me/eisenhower-matrix-canvas/ At Exverus, ruthless prioritization means asking a harder question before accepting work, extending a scope, or adding a deliverable: Does this actually matter?  If the answer is no, the answer is no. And when you're stuck in a genuinely hard decision — the kind where every path forward has real costs — Talia's reminder that "there's always a third option" is worth sitting with. Binary thinking is a stress amplifier. Giving yourself permission to look for a creative third path opens up space that pure either/or framing closes off. What causes burnout at work? Jack's framing — "burnout is usually a mismatch between expectation and capacity" — cuts to something most burnout conversations miss. We talk a lot about workload. We don't talk enough about the gap between what people think they're supposed to accomplish and what they can actually accomplish given their time, energy, and resources. That gap is often invisible until it becomes a crisis. A team member takes on a stretch goal in Q1 without adjusting their existing responsibilities. A manager nods through a capacity conversation without flagging what's already on their plate. A leader sets an ambitious OKR without building in any slack for the unexpected. None of these feel like burnout triggers in the moment. They accumulate. The fix isn't just "say no more." It's aggressive goal management  — which means regular check-ins on what's realistic, honest conversations when scope expands, and a team culture where flagging overload is treated as good judgment, not weakness. And then: celebrate every effing win. This is more than morale management. Research from Teresa Amabile and Steven Kramer at Harvard Business School  found that the single most powerful driver of positive emotion and intrinsic motivation at work is making progress — specifically, recognizing that progress when it happens. Teams that don't celebrate wins don't get the motivational fuel that makes the next hard sprint sustainable. Celebration isn't a distraction from the work. It's part of what makes the work continue. How can leaders build burnout prevention into the company culture? The habits Talia and Jack describe aren't individual practices. They scale into team culture when they're modeled consistently from the top. A few ways to build this at the organizational level: Protect prioritization time.   Build weekly or daily check-ins where teams explicitly name their top priorities — and where deprioritizing something is treated as an achievement, not a failure. Make the expectation-capacity conversation normal.   Regular 1:1s that include honest workload assessment — not just status updates — give managers the information they need before burnout becomes visible. Celebrate publicly and specifically.   Vague praise doesn't do much. Specific, public recognition of wins — especially the messy, incremental ones — does. Keep criticism private and performance-focused. Model perspective.   When senior leaders demonstrate that they can hold their work seriously without treating every setback as catastrophic, it gives the rest of the team permission to do the same. The leaders at Exverus by Brainlabs have been building growth-stage media strategies for brands at every stage of scale — and the habits that prevent burnout are the same habits that produce consistent, high-quality work over time. Want to work with a team that practices what it preaches? Let's talk. Talia Arnold and Jack Win's quotes were originally published in " 19 C-Suite Leaders Reveal How They Stop Burnout Before It Starts " by Amanda Coffee, Inc. magazine.