"The Chosen App: Download Your Calling" gathered fans, sold merch, and grew viewership by driving over 1 million app downloads in 3 months. OCTOBER 9, 2025 (LOS ANGELES, CA) -- Exverus by Brainlabs was awarded the 2025 MediaPost Online Media, Marketing & Advertising Award (OMMA) for Best Mobile Marketing Campaign for "The Chosen App: Download Your Calling" plan, which ran in 2024. See all the winners here. In preparing to launch Season 4, "The Chosen" media team, led by Exverus' highly decorated Media Director Anna Elema, planned an integrated paid media strategy aiming to drive 495K mobile app downloads at a cost per install of $4 or less to grow the viewing community and raise enough funds to continue production. Consumer behavioral data confirmed that our US-based target audience uses mobile for internet access more than any other device type, and their top two internet activities are watching videos and messaging, so a streaming/community app was the perfect way to engage them. To entice viewers, we teased behind-the-scenes footage, access to the stars, and app-exclusive trailers. Since the chief KPI was downloads, we focused our efforts on the places where people consider downloading new apps: the Apple and Google Stores, plus Meta, which our target demo over-indexed on for discovering brands and cultural phenomena. In fact, market research showed that in 2024, over half of millennials and Gen Z reported getting better recommendations for TV shows and movies from social media than from streaming services! The path-to-install was content-driven and effortless. We mixed up the creative visuals in real-time response to CPI fluctuations and infused extra spend around theatrical Hollywood premieres to capitalize on branded volume. And it worked: In 3 months, we made The Chosen App #1 in the AppleTV Store and the #2 free app in the iOS store! We drove nearly 1 million downloads in the US, double our goal and triple the global app-install trend for the same period. Our cost per install averaged $1.91, or 52% lower than expected! Apple Search alone landed a $0.94 CPI, a stunning 76% below the platform benchmark. Grab your chalice and popcorn and cheers! For more media buying tips, agency news, and case studies, subscribe to our weekly Paid Media Insights newsletter.

With Amazon Prime Day right around the corner, businesses (and shoppers) are busy prepping for the retail giant's crazy deals. Here's how brands can make the most of it. Key Facts: 46% of Gen Zers and 55% of millennials  plan to start holiday shopping in October or earlier, making Prime Big Deals Day crucial for early holiday sales. Prime Day marketing can increase sales by up to 300%  when executed properly with the right strategies and preparation. Some retailers start stocking inventory for Prime Day as early as March , leveraging Amazon Fulfillment Centers and third-party logistics for peak demand. Most consumers operate in a "click-and-mortar" style  in 2024, requiring brands to meet customers at each point along their nonlinear journey. Amazon Prime Day (and its fall companion, Prime Big Deals Day) have become national holidays for consumers, retailers, and brands, and it runs right into the holiday shopping season. EMARKETER reports 46% of Gen Zers and 55% of millennials planned to start making holiday purchases in October or earlier, which could reflect financial strain that is leading them to spread out buys and grab early discounts to avoid bigger bills later in the season. But, while Prime Day is a great time for businesses to grab the spotlight and drive sales, there are some potential pitfalls to avoid. To ensure your business shines bright on Prime Day, here are four things your brand should look out for when planning your offers: 1. Have a backup plan In an ideal world, everything will run smoothly on Prime Day. All of your promos, ads, codes, and tracking analytics will go off without a hitch. But even Amazon's technology isn't impervious to glitches along the way. That's why it's crucial to have a backup plan in place and, if needed, quickly switch to it to prevent any losses. To get ahead of issues, have your team "walk the store" throughout Prime Day to spot any weak links. For example, back in 2022, a Black Friday technical outage resulted in inaccurate sales and advertising spending data. This resulted in some businesses overspending in certain areas and underperforming in others. Consider creating bulk sheets, so your team can quickly adjust promotions and pricing if needed or have a separate budget set aside for unexpected needs. 2. Stock enough inventory Nothing is more disappointing (or damaging to Prime Day sales) than seeing a desired product only to find out it's not in stock. Ensure your inventory and supply chain can keep up with the influx of orders with Prime Day. The earlier, the better, too. If possible, start stocking up on inventory for Prime Day well in advance. Some retailers start increasing their stock for flagship items in March, leveraging Amazon Fulfillment Centers and other third-party logistics services. With the sheer number of shoppers expected on the day, you don't want to miss out on potential sales. 3. Timing promotions strategically For any ad campaign, timing is everything. And this is especially true for frantic shopping days like Prime Day. We've heard many stories about incredible deals and campaigns falling flat due to poor time schedule planning, wasting precious dollars. To ensure your promotions and campaigns reach the right audience at the right time (without breaking the bank), carefully plan your campaigns with automated rules and ads targeting shoppers likely to be interested in your products. 4. Offer insanely good Amazon Prime Day deals This one sounds obvious, but it's worth repeating: Prime Day deals should be amazing . Make sure your Prime Day offers are attractive enough to draw in those bargain-savvy shoppers who know how to get the most bang for their buck. No matter what you come up with, just make sure it's really worth it for customers -- otherwise, there's no point in even trying. Audit your retail-search strategy This is different from your standard Google search marketing strategy. Be sure to: Prioritize home page placements  The home page of a retailer’s site or app is a coveted placement for advertising because it’s the most visible with the widest reach, and it’s the most memorable thanks to the primacy effect. Here’s a good visualization of the purpose each page level of an e-commerce site serves:  Segment your audience If your feminine product ads are being served to biologically male customers, those wasted impressions are wasted ad dollars. Every product isn’t right for every consumer! To optimize your retail media budget, you’ll need to get precise with your targeting and segment your audiences. Fortunately, the first-party data provided by retail media networks solve this problem very well, if you’re putting in the right audience parameters. Check out this excellent list of audience segments put together by the IAB:  Dominate your niche Our own Senior Search Specialist, Michael Robbins, advises: “Find the long-tail search terms that resonate with your consumers best, and aim to own those key terms. Be specific; do not take your hands off the wheel, going broad-match and letting the ‘algorithm’ do the work.” Take this example from our back-to-school marketing  guide: Adding contextual keywords  to your search mix can boost visibility and drive sales. For instance, a granola bar company could add long-tail keywords like “granola bars for school lunches”, or “healthy after-school snacks” to their current bidding strategy.  Consider the whole customer journey Despite the popularity of e-commerce and online shopping, most consumers in 2024 are operating in a “ click-and-mortar ” style: either buying online and picking up in store, buying online and returning in store, or discovering brands in-store and following on social media. To beat the competition, you’ll need to meet your target customer at each point along their nonlinear journey.  Don't forget to influence them BEFORE they start shopping - using tactics like TV, video, audio and OOH to improve brand perception and credibility. Amazon Prime Day Deals marketing can be a stressful time, but you have the potential to increase your sales by 300% -- that's worth the extra effort! To learn more about how we made Premier Protein shakes a top-selling item on Prime Big Deals Day 3 years in a row, head over here . This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here .

Marketers already know the importance of brand equity. We'll help you explain it to the CFO. Escape the short-term trap and build long-term value without sacrificing performance. Key Facts: Brand health is often overlooked because it's harder to measure than ROAS. Brand equity drives pricing power, loyalty, and long-term market share. Good media strategies include multiple brand and performance metrics. Tools like Kantar, DISQO, Nielsen, and Keen can help measure brand growth. Can we agree to stop treating  brand equity  and  ROAS  like they’re opposing forces?    They’re not!    In fact, the healthiest media plans do both: deliver short-term performance  and   long-term brand growth .   The problem is measurement -- ROAS is easy to measure; brand equity is harder. So, most marketers skew  short-term  because it’s most defensible.    But  brand equity drives pricing power, loyalty, and long-term market share  — the stuff CFOs actually care about (even if they don't ask for it by name).   Modern media strategies should bridge the gap. That means building plans that include  brand KPIs  from the start like: brand lift studies unaided awareness tracking share of voice, and even creative quality scores   Because here’s the cold truth: Brands that  under-invest  in equity get stuck in a performance trap. They pay more for each sale, fight harder to stay relevant, and plateau faster.   Let’s raise the bar: Your media plan should be your brand’s most consistent builder of equity and revenue.   Actionable Insight:  Add brand lift measurement (via platforms like Kantar, DISQO, Nielsen or others) to your next campaign and use it to calibrate future budget allocation. And if you need hard data proving this to your CFO, w e've got you: Download a free copy of our "Brand equity multiplies performance" report below! What you'll learn (FAQs): What is brand equity, and why does it matter as a media KPI? Why does brand equity get overlooked in media plans? How can I measure brand equity's impact on sales? How do I integrate brand equity into my paid media strategies?

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

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

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

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

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

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.

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

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

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.