Buying digital out-of-home media programmatically offers stronger ROI, more precise targeting, and easier measurement than ever before. Photo by Marcus Herzberg Consumers are bombarded with digital ads daily, many of them skippable, ignorable, or forgettable. That's why out-of-home (OOH) media has grown as a popular alternative method for brands looking to reach a massive audience with high-impact visuals. OOH and digital out-of-home (DOOH) media reaches audiences in real-world environments, free from the distractions and ad-blocking capabilities of digital screens, making it a highly effective advertising channel. And, unlike the old traditional billboards of yesterday, DOOH media can now be purchased programmatically, applying the advantages of programmatic advertising to scale and memorability of OOH. What is programmatic DOOH media? Programmatic digital out-of-home media (prDOOH) is optimizing the process of planning and buying out-of-home media by facilitating trades through programmatic display-side platforms (DSPs). By leveraging data-driven technology, advertisers can now purchase OOH inventory in real-time, ensuring that their ads reach the right audience at the right time. This level of precision and efficiency is a far cry from the more traditional methods of OOH planning and execution. One of the key benefits of prDOOH is its ability to integrate seamlessly with other digital channels. By combining OOH with programmatic display, social media, and search advertising, brands can build omnichannel campaigns that create a halo effect for maximum impact. Studies have shown that campaigns that allocate spending across multiple media channels are significantly more effective than those that rely on a single channel. What is an example of out-of-home media? Some examples of OOH media include billboards, bus or car wraps, bus station screens, wallscapes, sidewalk prints, or posters. OOH media also includes experiential activations like branded pop-ups, stadium signage, and cinematic advertising. Check out this award-winning example of a "living wall" we created in partnership with NPRP Media and Humanaut for SUJA organic juices: Think beyond the screen and bring your brand to life. Measuring ROI in DOOH For years, OOH advertising has been criticized for its lack of measurability. However, the advent of prDOOH has changed that. By tracking audience impressions, dwell time, and foot traffic, advertisers can now quantify the return on investment (ROI) of their OOH campaigns. We can also measure the interactive effects of DOOH with lower-funnel conversions using marketing mix modeling (MMM), marketing cloud software (MCS), and AI-powered predictive analysis tools. The integrate data capabilities of programmatic buying platforms allow brands to make more informed decisions about their media spend and optimize their OOH strategies going forward. Learn how building giant brand awareness drove major ticket sales for The Chosen in 2025. Emerging trends in programmatic DOOH As programmatic DOOH continues to evolve, we are seeing a number of exciting new trends emerge. These include: Dynamic Creative Optimization (DCO): DCO allows advertisers to personalize their OOH ads in real-time based on audience demographics, weather conditions, and other factors. This ensures that ads are always relevant and engaging. 3D Creative: 3D OOH ads offer a more immersive and attention-grabbing experience for consumers. Studies have shown that 3D ads can increase conversion rates by up to 40%. Sustainability: Consumers are increasingly concerned about environmental issues, and brands are responding by incorporating sustainability into their marketing strategies. prDOOH can be a sustainable advertising option, as it often involves less waste than traditional forms of OOH. In-Store Retail Media Networks: As more consumers shop in-store, retailers are leveraging their physical locations to deliver targeted advertising messages. In-store retail media networks provide brands with opportunities to reach shoppers at the point of purchase. For more media buying news and tips, subscribe to our weekly Paid Media Insights newsletter.

Media agency recognized by annual WARC Effectiveness Awards for ingenious e-commerce advertising campaign in 2024 (MAY 23, 2024) LOS ANGELES -- Exverus Media's 'Premier Nutrition: Winning Prime Day' campaign is the proud winner of a Silver WARC Effectiveness Award, presented in association with Cannes LIONS, for Best Path to Purchase North America 2024. The campaign demonstrated ingenious tactics for successfully bridging social media with e-commerce, making Premier Protein shakes one of the top-selling items on Amazon during its October 23 Prime Day event. What is a WARC Effectiveness Award? The North America WARC Effectiveness Award for Best Path to Purchase "recognises how brands have used omnichannel strategies to optimise the customer journey across the funnel. The judges reward activity that has driven businesses forward through a successful orchestration of e-commerce, social commerce, and physical channels." The campaign challenge: Amazon Prime Days are always sales-driving events, but outperforming the heavy competition there required thinking along the entire purchase path. Instead of just loading up on targeted ads on Amazon, we took a risk by meeting our target consumers where they are (largely, social media) - something extremely rare and perhaps never done before in this way. The winning strategy: On TikTok and Instagram, we served up the kind of influencer content our target enjoys to create awareness; nurtured consideration and urgency with TikTok’s timer features; and attached shoppable links from the social videos directly to the Amazon product pages with excellent deals to follow through with purchase. The future of omnichannel marketing success lies in seamlessly guiding a potential consumer from wherever they naturally gravitate toward a purchase with a single click. The results: Premier Protein Shakes were the #1 item sold on Amazon across ALL products and categories during Prime Day! This exceptional achievement garnered widespread attention in leading national press outlets like CNBC, Rolling Stone, Retail Dive, and The Messenger, among others, resulting in millions of press impressions. Total New-To-Brand Customer Revenue also soared, showing a remarkable +56% growth compared to past Prime Days - these were new customers. Additionally, Total Brand Engagements experienced a substantial +47% surge over prior Prime Days. We exceeded the results of every brand in North America by reimagining the social media and e-commerce playbook for a new age. 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. Follow us on LinkedIn, Instagram, and YouTube.

The 4-Step SAP framework developed by Exverus transforms reactive marketing to agile advantages A year ago, none of this was in your media plan: shoppable CTV, LLMs shaping purchase decisions before a search even happens, agentic commerce marketing. Now it's all part of your customer journey, ready or not. Your media performance can turn on a dime, and if your strategy can't move with it, it doesn't matter how elegant your annual plan looks in a deck. Where most teams fail on agility Agility in marketing is not about trend-hopping; in fact, quite the opposite. Most teams are failing at it in predictable ways: They plan for a funnel that no longer exists. If each impression can't simultaneously build the brand and drive action, you're too slow. They lock decisions too early, with annual plans and rigid allocations becoming a liability in a market that moves monthly. They confuse reaction with agility — cutting brand spend when budgets tighten feels decisive, but it's short-term thinking that hollows out future performance. And they can't execute when things change: creative expires, a platform underperforms, legal delays a launch. If your team goes dark for weeks when any of these happen, you don't have an agility problem; you have an operating model problem. There are better ways to visualize the complex, fractured customer journey today. Click to steal ours. The answer is situation adaptive media planning Situation adaptive media planning (SAP or SAMP) is a proactive framework for anticipating and responding to unexpected shifts like platform volatility, consumer behavior swings, sales fluctuations, or competitive spend spikes before they become crises. It runs on 4 steps: Media Playbook: Establish initial direction for how strategies and tactics flex when the unexpected hits. This is built on past learnings, industry best practices, and media mix modeling tools. Collaborative Monitoring: Keep a shared eye on signals across the ecosystem: sales trends, emerging platforms, distribution changes, competitive moves. Tailored Response: When a situation surfaces, adapt the playbook to the specific goal, KPI, and parameters at hand. No two situations are identical. Optimization & Learnings: Execute real-time budget reallocations, then capture what worked to sharpen future responses. The framework only works when the brand brings the intel — sales patterns, supply chain pressures, distribution changes, seasonality signals — and the media team brings the systems to act on it fast. Exverus by Brainlabs developed this 4-step framework for situation adaptive planning (SAP) in marketing and media strategy "The biggest challenge in SAP is effective collaboration between all involved parties: intel from the brand client, planning from the media perspective, and cooperation from creative agencies, PR departments, or other external teams." -- Tasha Day, VP of Media Planning & Strategy, Exverus Examples of agility in practice Nike didn't get lucky during COVID. When the pandemic forced a shift from physical retail to digital channels, they leaned into their existing app ecosystem — the Nike Training Club app, Run Club, and their retail app — to connect directly with consumers. Digital sales grew 75% in Q4 2020, and the brand finished the fiscal year at $5.5 billion in digital revenue, up 47% from the prior year. That's SAP in action: Recognize the shift. Adapt the approach. Leverage what you have. Measure and move. Closer to home, our partners at Kargo applied the same logic mid-campaign: when they identified performance decline from creative fatigue, they pivoted to an A/B test rather than riding out a bad result. The creative refresh boosted performance. The outcome beat the original plan. In 2026 and beyond, audience segments will reshuffle; media channels will converge; paths to purchase will shorten; and AI will optimize everything. Build your exit ramps before you need them The best defense in media planning is a good offense: Know where the budget goes if a channel stops working — before it stops working. Manage your mix the way a portfolio manager manages assets: continuously, not annually. Let MMM, incrementality data, and retail signals drive in-flight decisions, not just post-mortems. The brands thriving right now aren't reacting faster. They're not reacting at all — because they already planned for this. That's the difference between a media plan and a media system. For more media buying tips, agency news, and case studies, subscribe to our weekly Paid Media Insights newsletter.

We found unmatched engagement and measurability with a Reddit Reminder ad campaign for sports marketing.

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 and SeenThis launch Social Reach ad format, bringing vertical social video ads to the open web through PubMatic’s premium supply. Premier Protein is the first brand to run it. Picture yourself scrolling websites on your phone. Instead of the usual static or video ads around the content, you see vertical video ads like the ones on TikTok or Reels. That’s Social Reach, a new product from Exverus powered by SeenThis’ streaming vertical video technology and delivered across PubMatic’s premium supply. Premier Protein is the first brand to run it. Social Reach takes the creative brands already make for social and runs it on premium, brand-safe sites across the open web. SeenThis’ adaptive streaming keeps load times fast, and the ads fit standard display slots, so brands can reach their audiences beyond the walled gardens without producing new assets. “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.” "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. So, how did it work? Click to see the stunning results of the first Social Reach campaign below: 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 by Brainlabs 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

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.

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.

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 .