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

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

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

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

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

Inside the paid media strategy behind a tentpole night in sports marketing FRIDAY, JULY 18, 2025 (LOS ANGELES) — Legendary Hall-of-Fame boxer Manny “Pacman” Pacquiao historically emerges from retirement and returns to the Premier Boxing Champions (PBC)  ring Saturday, July 19, 2025 against challenger Mario Barrios, and media agency of record Exverus Media  is behind the promotional campaign.  "We had our work cut out for us on this fight,” says Pinzon. “Pacquiao is such a recognizable name; all we had to do was get the word out of his return, and we knew fans would come running to buy the event.” But the boxing world has changed since Pacquiao’s retirement in 2021 — fans increasingly gather and share their excitement on TikTok and sports podcasts, while TV viewing is more fractured than ever. Exverus and PBC have been working together since early 2024 to bring exciting matches like Tank vs. Martin and Canelo vs. Berlanga to a new generation of fans everywhere they watch.  So, to expand brand awareness for PBC and sell pay-per-views on Prime Video, the Exverus team (led by Media Director Vanessa Pinzon and Senior Planner Anna Acuna ) has been driving a video-first media mix that includes social media, YouTube, Spotify Video ads, and custom partnerships with TMZ  and Overtime . Meanwhile, shoppable CTV ads are running across live sporting events like the MLB and NBA Summer League, while Rich Media branded takeovers provided by Kargo are reaching multicultural audiences on sites like Barstool Sports , Univision, and Telemundo Deportes. As Pacquiao said last month at a media workout in Los Angeles , "This fight is very important to me because it’s history. I believe I’d be the first Hall of Famer to win another world title, and I’d also break my own record as the oldest welterweight world champion.”  The event is available for purchase on Prime Video and fans will have continued access to the telecast through traditional cable and satellite outlets and PPV.com . About Exverus Media  Founded in 2014, Exverus is a Los Angeles media agency elevating growth-stage brands through full-funnel media planning, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine precise market research with creative ideas to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Learn more at exverus.com .  LinkedIn  | Instagram  | YouTube About Premier Boxing Champions Launched in 2015, Premier Boxing Champions (PBC) is a live boxing television series that features the greatest array of boxing talent in all weight divisions, with fighters representing over 22 countries including the United States and Mexico. From former Olympians to Unified World Champions, the series features consistent quality programming where the best fight the best in thrilling, high-stakes matchups. Dedicated to delivering the highest quality product in the sport, PBC has consistently dominated the Boxing world with championship fights and spectacular events and has established itself as a powerhouse in the world of combat sports. For more details, visit premierboxingchampions.com .  Instagram  | YouTube  | TikTok

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

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

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

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

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

In 2025, multicultural marketing is mainstream. But appealing to diverse audiences effectively takes some thought, care, and research. Photo Credit: RDNE Stock Project in Los Angeles With so much public debate around DEI (diversity, equity, and inclusion) these days, it can be difficult for marketers to know how to proceed. But the numbers make it clear:   Multicultural and diverse audiences now represent 40% of the U.S. population and are growing faster than the general market. Yet, most brands allocate only 5%  of their marketing budgets to reaching these vital consumer segments. This disparity represents both a challenge and an opportunity for brands. What is multicultural media buying? Multicultural media buying is the process of strategically allocating advertising budgets to reach diverse audiences by understanding their cultural preferences and media consumption habits, then tailoring ad campaigns accordingly. In the late 90s and early 2000s, "multicultural marketing" referred to targeting and messaging intended for minority racial groups, but it has since expanded to include LGBTQ+ groups and people with disabilities. Many have argued that the term "multicultural marketing" is obsolete because thinking of it as a standalone initiative, separate from regular marketing efforts, only furthers divisions and diminishes the buying power of minority groups. As Notorious111's Chief Creative Officer Brandon Rochon said in an op-ed for Ad Age , Gen Z, the most diverse generation in history, has grown up in a world where culture isn’t segmented but shared. They don’t see hip-hop as “Black music” or streetwear as niche—they see it as the culture. Brands that fail to evolve and continue treating multicultural markets as afterthoughts risk irrelevance because, in the new economy, culture isn’t a subcategory—it’s the currency of connection. And while it's true that including potential consumers of many demographics should be a regular part of any media plan, appealing to underserved groups does take some thought and consideration . When brands go wrong and come across as tone-deaf, the results can be catastrophic. What is the buying power of multicultural consumers? EMARKETER data shows that in America, Hispanic consumers are projected to reach $2.8 trillion (with a T) in buying power by 2026, an increase of 320% since 2000. African-American consumers are projected to reach $2.1 trillion in buying power by 2026, a 183% increase since 2000. And Asian-American consumers are expected to reach $1.9 trillion in buying power, or an incredible 367% increase from 2000 to 2026. That's some serious dough. Myth: Multicultural audiences lack scale One persistent challenge in multicultural media buying is what industry experts call the "scale myth" – the misconception that multicultural audiences are too small to warrant significant investment. This thinking leads to the 5% budget allocation we mentioned earlier, despite the 40% (and growing!) population representation. The truth is that multicultural audiences offer tremendous scale. As Gonzalo Del Fa, president of GroupM Multicultural, noted to Adweek , "Scale doesn't come from the content. Scale comes from the audience." With modern programmatic advertising and addressable media tools, reaching diverse audiences across various platforms is more efficient than ever. Photo Credit: RDNE Stock Project in Los Angeles The Integration vs. Specialization Debate The industry continues to debate the best approach to multicultural marketing. Some agencies advocate for full integration, where multicultural strategy becomes inseparable from general market planning. Others maintain that specialized expertise remains crucial. Advocates of the integration perspective argue that separating multicultural initiatives reinforces divisions and treats diverse audiences as "other". They point to Gen Z's fluid cultural identities as evidence that strict demographic targeting is becoming outdated. Integration supporters worry that separate multicultural teams can lead to token representation or relegating diverse markets to smaller budgets. On the other hand, devotees of the specialized expertise perspective say that different communities have distinct media consumption habits which require targeted approaches. They worry that "integration" often means multicultural considerations get diluted or lost entirely, and they point to failed campaigns where brands misunderstood cultural sensitivities as evidence for specialized knowledge. At Exverus Media, we believe the answer lies in thoughtful collaboration – bringing multicultural expertise into mainstream marketing conversations from the beginning rather than as an afterthought. Our SVP of Strategy, Melissa Andraos , explains: "I believe including specialists with multicultural media expertise is critical for reaching diverse audiences with relevant messaging that speaks to key values in order to build up brand loyalty. To me, it's the most authentic way to foster meaningful relationships." Best practices for authentic multicultural media buying Invest in cultural intelligence This means going beyond surface-level demographics to develop nuanced insights into various communities' values, interests, and lifestyles. What kind of TV, movies, or YouTube shows do they watch? What kind of social content do they enjoy? Build teams with firsthand cultural knowledge or partner with specialists who understand these nuances beyond demographic statistics. Plan for multicultural from the start Integrate diverse audience considerations into initial campaign planning rather than adapting general market campaigns later. Consumers can quickly detect forced or superficial diversity efforts. Instead of checking boxes, successful brands create campaigns that resonate with genuine cultural relevance and respect. Privacy-first targeting solutions Today's contextual targeting capabilities offer sophisticated ways to connect with diverse audiences without compromising privacy . Advanced AI tools  can categorize content with remarkable precision, aligning context with audience taxonomies at whatever granularity your brand requires. Omnichannel media planning for scale and reach Working with omnichannel DSPs or trading desks allows brands to connect programmatic advertising  seamlessly with cultural data signals. Additionally, partnering with diverse influencers who have authentic connections to your target communities can dramatically amplify your message. Test and learn Use A/B testing with brand and performance KPIs to refine your approach, recognizing that diverse communities respond differently to various content and formats. Support diverse media ownership Allocate budget to publishers and platforms owned by underrepresented groups, creating a virtuous cycle of representation. "From my 12 years' experience in multicultural advertising, I believe it is critical to have a Total Marketing Approach, which recognizes the importance of supporting different market segments (General Market, Hispanic, Asian, African-American, etc.) under one campaign idea and tailors the creative messaging and media plan for each segment. With the US population and buying power for these segments growing, we need to keep evolving toward Total Market Approaches." - Vanessa Pinzon, Exverus Media Director The Future of Multicultural Media As we move further into 2025, the distinction between "multicultural" and "general market" continues to blur. The most successful brands recognize that culture sits at the center of consumer identity and purchasing decisions. For Gen Z and younger millennials especially, diversity isn't a political statement—it's their lived reality. Brands that authentically reflect this reality in their media strategies will capture the attention, loyalty, and purchasing power of America's increasingly diverse consumer base. At Exverus Media, we're committed to helping brands navigate this evolving landscape with strategies that honor cultural nuance while delivering measurable business results. Because in today's marketplace, culturally intelligent media buying isn't just the right thing to do—it's smart business. For more advertising news and tips, join our free, weekly Paid Media Insights  newsletter.