Programmatic digital out-of-home media is getting more precise and more measurable thanks to advances in AI-powered ad placements. We know artificial intelligence (AI) has become a standard tool in the process of buying digital media channels like search marketing , data modeling , and programmatic advertising , but its growing influence in out-of-home (OOH) media deserves greater attention. Outdoor advertising is so much more than billboards -- the space is undergoing a profound transformation, with Digital Out-of-Home (DOOH) media projected to represent 42% of total OOH revenue globally by 2025. This evolution is largely driven by AI innovations that enhance targeting capabilities, measurement precision, and creative possibilities. Photo Credit: Marcus Herzberg Benefits of AI-powered digital OOH media buying The integration of AI into digital OOH advertising has created significant advantages for marketers seeking impact beyond crowded digital channels. Real-time responsive adjustments According to the OAAA's 2023 OOH Tech Showcase report, AI-powered solutions are helping advertisers deploy more relevant content by analyzing real-time data feeds and adjusting creative elements accordingly.   AI algorithms can analyze environmental factors such as weather, traffic patterns, and time of day to dynamically switch out creative assets, transforming what was once a static medium into a hyperresponsive digital channel. Efficient audience targeting AI-powered bidding platforms use up-to-date information on consumer behavior, location, and environmental conditions to deliver hyper-relevant ads, ensuring the right message reaches the right audience without wasting ad spend . Improved measurement Advances in measurement have addressed one of OOH media's historical challenges. According to a 2022 study by the Digital Place Based Advertising Association (DPAA), 64% of surveyed media planners and brands cite improved measurement capabilities as a key factor in increasing their DOOH investments. What gets measured gets managed, as they say. Omnichannel media plan integration With programmatic buying platforms, AI technology easily connects digital OOH media activations with other advertising channels, making it a key component of a unified media strategy . Programmatic DOOH campaign examples We recently used DOOH to take over Times Square  in NYC with portraits of smash TV hit The Chosen , shot by famed photographer Annie Leibovitz! The client saw financial contributions spike instantly. We also knocked out a Times Square DOOH activation for Premier Boxing Champions (PBC), leading to expanded awareness and pay-per-view clicks. Photo Credit: NPRP Media Meanwhile, major brands like Spanx are getting astute with their OOH activations, like appearing next to the Oscars red carpet in Los Angeles to remind everyone they were the real  most popular designer. Photo Credit: Milkmoney Current Limitations and Future Challenges Despite impressive advances, AI-powered digital OOH still faces certain limitations. Privacy considerations represent a significant challenge as more sophisticated audience measurement techniques emerge. A 2023 report by the Interactive Advertising Bureau (IAB) highlights that while 72% of advertisers want more detailed audience data from DOOH networks, only 47% believe current privacy frameworks adequately address consumer protection concerns. AI-driven OOH will require careful navigation of data ethics and consumer trust. Technical infrastructure presents another hurdle. According to Insider Intelligence's Digital Out-of-Home Advertising 2022 report , while programmatic DOOH spending is growing, implementation costs for advanced AI systems and the uneven distribution of digital inventory limit campaign reach in certain geographic areas. Measurement standardization continues to evolve but still lacks the universal acceptance found in online channels. The Media Rating Council (MRC) has documented the challenges of creating consistent impression methodology across diverse DOOH environments in their 2022 Digital Place-Based Audience Measurement Standards report. Brands and their media teams will need to determine case by case which marketing metrics and KPIs truly drive the business outcomes they want to see. As the technology continues to mature, these challenges will likely diminish. Investment in infrastructure, development of privacy-compliant measurement approaches, and industry standardization efforts will all enhance the effectiveness and accountability of digital OOH media buying. OOH is no longer just about broad scale; it’s about precision, personalization , and performance. AI is taking it there faster than ever.   Break out of that small screen, and get ready to make a big impact your audience won't forget.  For more advertising news and tips, join our free, weekly Paid Media Insights  newsletter.

Exverus Media and 5&2 Studios took over Times Square with The Chosen: The Last Supper portraits by Annie Leibovitz Tickets Available for Purchase HERE (LOS ANGELES) FEBRUARY 21, 2025 -- Ahead of its debut in theaters nationwide on March 28, creator/executive producer Dallas Jenkins and star Jonathan Roumie were in Times Square February 13 to reveal The Chosen: Last Supper  (Season 5) key art with portraits photographed by famed photographer Annie Leibovitz. Shot in cinematic format, The Chosen: Last Supper  features Holy Week, the most pivotal week in history, in this special theatrical release. Exverus Media , 5&2 Studio’s agency partner, worked with longtime collaborator NPRP Media to bring the takeover to life. “Times Square was the perfect place to showcase The Chosen ’s beautiful photography in anticipation of the theatrical release on March 28 to the public,” said Exverus Media Director Anna Elema. “We had 12 units surrounding Times Square for one hour with several units at eye level to be captured in The Chosen 's livestreams and social posts,” added Brad Magers of NPRP Media. “One of the digital wraparound units (TSX) is 18,000 square feet, so it’s fair to say we made a big impression!” Tickets to the theatrical release are available now here . Additionally, a red-carpet premiere will take place in Dallas on March 20, 2025, with producers and cast in attendance.  Beginning April 10, The Chosen: Last Supper Part One   will also roll out theatrically in over 40 global territories across Europe, Asia and Africa, including red-carpet premiere events in Brazil, Spain and Mexico. The Chosen: Last Supper  is distributed by Fathom Entertainment  in the U.S. and by Trafalgar Releasing  internationally.   Later in 2025, the season will make its streaming debut on Prime Video. The Chosen is a groundbreaking historical drama based on the life of Jesus (Jonathan Roumie), seen through the eyes of those who knew him. Set against the backdrop of Roman oppression in first-century Israel, the seven-season series shares an authentic and intimate look at Jesus’ revolutionary life and teachings. What started as a crowd-funded project has grown to over 280 million viewers and more than 17 million social media followers. Photo Credit: Annie Leibovitz for 5&2 Studios Photo Credit: Annie Leibovitz for 5&2 Studios ABOUT EXVERUS Founded in 2014, Exverus is a Los Angeles-based 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. Learn more at exverus.com . ABOUT 5&2 STUDIOS 5&2 Studios connects people around the world to stories from the Bible through uniquely human and authentic storytelling. Founded by Dallas Jenkins following the global success of The Chosen , 5&2 has expanded into producing both scripted and unscripted series, an animated series, and an expansive library of digital content. The independent studio also manages its own distribution, marketing, studio facilities, and consumer product line. For more information, visit 5and2Studios.com .

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

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

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

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

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

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

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

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

Dec. 4, 2022 (LOS ANGELES) Exverus Media, Inc. welcomes Melissa Andraos to her newly created role of Senior Vice President of Media Strategy, bridging the gap between planning and performance media activation. Melissa brings 20 years of ad agency experience building integrated digital strategies that drive media value, cultivate innovative partnerships, and leverage data-driven insights to evolve brands across various industries. Before joining Exverus Media, Melissa led the development of digital media strategy for notable brands like Lexus, Honda, Cedars Sinai, Pocky, and CoStar, among others. She has earned numerous industry accolades including Adweek Media Plan of the Year, ThinkLA Innovator Category, and Webby awards. Follow her on LinkedIn here . Exverus Media is a data-driven media agency based in Los Angeles, amplifying global, growth-stage brands through CTV, video, out-of-home, experiential, retail media, paid social, paid search, and programmatic advertising since 2014. Our omnichannel media campaigns combine precise 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. For all press inquiries, contact: Michelle.Andrade@exverus.com

Too many CMOs think of IMC as a vague theory or a checklist, but it's a crucial mindset for planning all your media campaigns. Here's how to adapt for 2025. Photo by Olia Danilevich What is integrated marketing communications? Integrated marketing communications (IMC) is commonly known as the coherence of visual cues, narratives, and messaging about a brand across multiple media channels like search, social, and PR . Thanks to Channel V Media for this handy visual! For our purposes as a paid media agency , it's about unifying audience data, building sequential purchase journeys, and analyzing performance from several different advertising  channels holistically, both traditional and digital. But IMC is so much more than brand colors and boilerplates -- it's a mindset to adopt in every touchpoint of your brand's interactions with the world. When planning your marketing and advertising campaigns for 2025, rise above these common misconceptions to leave a lasting impression with your audience and crush your competition! 5 things marketers get wrong about integrated marketing communications (IMC): Consistency isn't just visual branding Many marketers think IMC is just about maintaining consistent logos and color schemes across channels. While that's certainly part of it, IMC is also about creating a unified narrative and emotional experience that resonates consistently across every touchpoint. This means your messaging, tone, and core value proposition must feel seamless whether a customer encounters your brand on social media , through a podcast ad, on TV , or on a billboard . Data integration is more important than channel-specific execution Some marketers focus too narrowly on the tactics and performance of each channel, comparing one to another, but true IMC success hinges on sophisticated data integration. Your customer data from one platform should inform another, allowing you to create truly personalized, contextual experiences. This means breaking down silos between marketing, sales, customer service, and product teams to create a 360-degree view of the customer journey . The 2024 Salesforce State of Marketing Report showed that fully integrated data is more common among high performers, meaning that investing in unification gives marketers an edge. Attribution is often fundamentally misunderstood Traditional, last-click attribution models are so outdated. Modern IMC requires understanding complex, multi-touchpoint customer journeys. You need advanced attribution models that can track and evaluate interactions across channels, recognizing that a podcast might spark initial interest, while a retargeting display ad might nurture consideration, and a personalized email might drive the final conversion. Marketing mix modeling (MMM) or multi-touch attribution (MTA): Which model is best for your campaign? Emotional continuity is just as important as tactical messaging Brands often get trapped in short-term , tactical messaging tied to specific goals or deals, like limited-time offers (LTOs), immediate calls-to-action, or "try it today", rather than communicating broader brand values for long-term positioning. Effective IMC creates an emotional through-line that makes consumers feel consistently understood, regardless of where they interact with your brand. This means developing a deep, nuanced understanding of your brand's emotional promise and ensuring every communication reinforces that core emotional experience. Why media planning is a marathon, not a sprint Tech stack alignment is a strategic imperative Your martech (or, in our case, adtech) stack is more than just a collection of tools -- it's the engine driving your IMC strategy. So they need to be aligned with your goals! For our media plans, we partner with adtech vendors who provide us with rich consumer data and real-time insights for mid-campaign optimizations as needed. Overall, the key is to view integrated marketing communications as not just a tactical checklist, but as the mindset required to build long-term customer relationships. For more ad buying news and tips, join our free, weekly Paid Media Insights newsletter.