The newest e-commerce platform boasts the full funnel, but not all brands are on board. It's undeniable that TikTok has swiftly evolved from a source of entertainment to a bustling marketplace. With users in the US alone spending over $363 million on TikTok Shop purchases in November, it's evident that the platform's direction has taken a seismic shift. But what does this mean for marketers and advertisers? Is TikTok Shop the New Mall? For many, the transition of TikTok into a shopping destination might feel abrupt -- we're accustomed to scrolling through dance challenges and recipe videos, not virtual storefronts. But with over 150 million users in the US, the potential customer base is too ripe for many brands to ignore. However, despite the allure of tapping into this massive audience, some brands are hesitant to jump on the TikTok Shop bandwagon. Concerns about the proliferation of low-cost, low-quality products flooding the platform may deter those who want to maintain a luxurious, exclusive brand image. Combining Entertainment with E-Commerce For brands contemplating their next move, it's crucial to recognize that TikTok's identity is evolving. Rather than viewing TikTok Shop as a separate entity from the platform's core functionality, it's more productive to see it as an extension. It's a seamless integration of discovery and entertainment with tangible product purchases. TikTok Shop is the full funnel: awareness, influence, and purchase on one page. While it's true that the TikTok Shop hasn't yet translated into profits for parent company ByteDance, its pivot towards e-commerce signals long-term sustainability. This shift underscores the platform's potential as a lucrative marketplace. Crafting a TikTok Shop Strategy So, what's the optimal strategy for marketers in this evolving landscape? Rather than shying away from the TikTok Shop, there's a way to embrace it strategically. By carefully curating products and implementing effective paid media campaigns, brands can strike a balance between leveraging TikTok's popularity and preserving their brand image. Finding success on TikTok requires understanding both of its "faces": the entertainment side and the commerce side. Whether you're creating your own social content or working with influencers, the content can't be siloed from the sales. TikTok is reportedly planning to make all videos shoppable one day, so they must be considered in tandem. As the platform strengthens the relationship between social media and commerce, savvy marketers have an opportunity to carve out their niche in this new ecosystem. In conclusion, while TikTok's transformation into a virtual shopping mall may feel unfamiliar, it presents an exciting opportunity for marketers willing to navigate this new terrain. By embracing strategic adaptation and leveraging the platform's immense reach, brands can position themselves for success in the ever-evolving world of e-commerce. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .

Company culture awards based upon anonymous employee satisfaction surveys Independent media agency Exverus Media of Hollywood, CA has been named one of Southern California's Best Workplaces in 2023 by the LA Times B2B Publishing team. Awards were given out to 65 organizations, divided into two size categories, based upon the results of anonymous employee satisfaction surveys administered by third-party firm DataJoe LLC. The list was published in a special Diversity, Equity, Inclusion, and Accessibility Forum magazine because, "when factors such as diversity, equity, inclusion, communication and transparency from leadership and true growth opportunities are present at a workplace, great things are bound to happen." "Creating an agency where employees feel supported being themselves and doing meaningful work has been our priority since day one", says Bill Durrant, Exverus president and co-founder. "We're grateful to be recognized by our city among such respectable organizations." Exverus has had women and people of color in founding and executive leadership positions since its inception in 2014 – we were built on a vision of inclusion and belonging way before they became popular buzzwords. Of our 40+ employees, a majority identify as people of color and/or LGBTQIA+; also, easily a quarter of Exverians are working parents, with whom we provide the flexibility and compensation needed to integrate work and family life in an expensive city. Our retention rate for the last year was an outstanding 92%, and we have not done any layoffs. For all press inquiries, please contact Michelle Andrade at michelle.andrade@exverus.com .

The decentralization of social media networks will require social marketers to adapt. Social media has long been under fire for creating echo chambers that keep users locked into their perspectives, spreading misinformation, and harming teens' mental health. The revolving door of trends, new platform features rolling out every week, and the inundation of advertisements are constant thorns in the craw of every social media user. But what if there was a way to break out of these limitations and create a decentralized, user-controlled social media experience? Enter the fediverse, a new ad tech word sandwich combining "federated" and "universe." What is the meaning of fediverse? What is the purpose of the fediverse? How does the fediverse affect marketers? What is the meaning of fediverse? The fediverse will be a large, decentralized social network that aims to re-connect and re-imagine what we know as social media. Instead of having a different user account for each centralized network (i.e., Instagram or TikTok), the Fediverse will allow you to have one user account for many interconnected platforms and communities. Mastodon, Bluesky, and Threads have already agreed to join and allow their users to communicate across platforms. Whether or not the fediverse actually comes into being depends upon other major platforms joining, too. What is the purpose of the fediverse? Decentralizing social media is all about ownership and control. When you use centralized social media platforms, you give up your data, content, and personal information to a corporation that commodifies it. For advertisers, that's a goldmine. But for users, it can lead to privacy breaches and data misuse. And it can be a barrier to sign-up and engagement. It's the reason Jack Dorsey started Bluesky. Even Mark Zuckerberg understands that users want more control over their data, recently stating, “Not everyone wants to use one product...and I think making it so that they can use an alternative but can still interact with people on the network will make [the] product more valuable.” How does the fediverse affect marketers? It's not all bad news for social media advertisers and brand marketers. As more and more people turn to the Fediverse for a more user-controlled social media experience, advertisers will have to adapt and find new ways to reach their target audience. This could mean creating sponsored content that is more relevant and less intrusive than traditional ads or collaborating with influencers through the fediverse. For inspiration, look at Reddit or Quora to understand how to craft natural, branded responses to questions being asked by users . This can position your company as a source that adds and builds upon the discourse on the network rather than an impediment. Perhaps if users are served ads on a platform they actually trust, they'll be more responsive. Ultimately, the goal of the fediverse is to create a more open internet, one where users have control over their data and content, and communities can thrive without fear of censorship or algorithms that prioritize profit over user experience. To learn more about the impact of the fediverse on the advertising industry, check out these excellent explainers by Ad Age and Digiday . This piece originally appeared in our weekly Paid Media Insights   newsletter. For more tips, research, and analysis; subscribe for free here .

Amazon joins the ranks of streamers offering ad tiers, and new data shows viewers embrace the format. Back in June 2023, we discussed Amazon Prime Video's announcement of a forthcoming ad-supported streaming subscription tier, and while we were sipping eggnog and counting down, they rolled it out! Come January 29th, subscribers face a choice: pay an additional $2.99 monthly or embrace intermittent ads during their beloved Prime Originals. This announcement from Amazon mirrors an industry-wide trend: a surge in ad-supported payment tiers across streaming platforms. Surprisingly, user acceptance of this model is soaring. Embracing the Rise of Ad-Supported Streaming Contrary to expectations, consumers are showing a growing inclination toward ad-supported streaming. Recent data from Antenna highlights a notable shift. During the first half of 2023, 25% of new sign-ups opted for ad-supported tiers , a substantial leap from the 20% recorded in 2021. This remarkable upswing within a mere two-year span signifies a changing dynamic in viewer preferences. Platforms in the Spotlight: Ad-Supported Success Stories In the realm of ad-supported streaming, Hulu stands tall, reigning with the largest user base on these tiers. Nevertheless, competitors like Peacock and Paramount+ are gaining ground swiftly, offering their own ad-supported alternatives. Forecasts suggest that by 2024, almost two-thirds of users on these platforms will gravitate towards ad-supported tiers. Notably, newcomers Netflix and Disney+ are primed for substantial gains, with projected increases of 69.7% and 45.1% in their ad-watching audiences, respectively. We'll see how Prime Video fits into the mix! "The influx of ad-supported streaming as a whole will give media buyers a big-picture sense of how their CTV ad spend measures up against other channels like retail or social media." A Lucrative Intersection: CTV and Advertisers For streamers, the surge in ad-supported subscriptions translates into a dual benefit: a broader avenue to engage audiences and a steady influx of revenue from advertisers. This burgeoning trend means a consistent stream of income for platforms, as users increasingly opt for ad-inclusive tiers. The financial upturn is not only a testament to user acceptance but also a lucrative opportunity for marketers seeking to tap into engaged audiences. For brands, the proliferation of ad-supported streaming spells favorable news. The expansion of premium, targetable inventory on Connected TV (CTV) heralds a significant breakthrough. The increased ad supply alleviates the long-standing struggle with CPM inflation , offering brand marketers a broader canvas to showcase their offerings to a more receptive audience. However, as we previously discussed , Amazon is a walled garden , meaning that limited viewership analytics and first-party data will be released to advertisers. But the influx of ad-supported streaming as a whole will give media buyers a big-picture sense of how their CTV ad spend measures up against other channels like retail or social media. The forthcoming months promise an exciting trajectory for both streaming services and advertisers. It's not just a trend; it's a seismic shift in how viewers engage with content. We're keeping a close eye on all the latest developments in CTV and programmatic advertising , so subscribe to our free, weekly newsletter to know what the experts know.

Worried about third-party cookies going away and need zero party data? Our VP, Tasha Day, gave a stellar talk at the MediaPost Brand Insider Summit: CPG in Santa Barbara, CA spilling the beans on how to get ahead of the game. She uses the example of a multichannel media campaign we did in 2023 for Stella & Chewy's in which target pet owners were directed to their local pet store with location data ad tech , invited to scan a QR code and enter info to win a real-life billboard photo of them with their pet! The campaign successfully drove in-store foot traffic, collected thousands of email addresses for Stella & Chewy's CRM, and cultivated long-term customer loyalty all at once. Triple win! Learn the secrets of how Tasha's team accomplished this in the video above, and subscribe to Exverus' YouTube channel for more media strategy ideas and effective marketing campaign examples. Or, if you're more of a reader, subscribe to our weekly Paid Media Insights newsletter here .

Nearly three-quarters of consumers have been trying new shopping behaviors in the past year, but the real story was the rise of mobile commerce . Q3 of 2020 garnered $28 billion of transactions on mobile apps alone, and 40% of shoppers are turning to their phones before shopping in-store. So, how can your brand benefit from this tidal shift? 3 Ways Mobile Commerce Can Build Brand Loyalty: 1. Become a One-Stop Shop Customers are looking for one app to shop, get advice, and access new releases instantly. Having a flagship app has proved to be a success for major brands like Adidas, who after expanding their app to include digital drops, personal stylists, and visual product search, saw digital sales go up 51% in Q3 of 2020! 2. Connect With Audience via Mobile Create a connection with your customers by engaging with them. Gather their user profile details ( first-party data !) to offer a personalized brand experience. Connect with them through social media and email campaigns where they feel valued. 3. Give Exclusive Access to Mobile-Only Offers Exclusive offers that give users first dibs on new products make them feel like a special part of a community. Brands who market these offers drive more urgency and frequency in their customers' purchasing behavior: 58% of shoppers say an exclusive offer would increase their likelihood to purchase. 82% say it would increase how often they shopped with a brand. These app-based loyalty strategies will give you valuable first-party data to influence your future media and conversion opportunities. Keeping your customers' various needs in mind will help you master mobile and earn their loyalty through thick and thin. For more tips, research, and analysis; subscribe to our weekly Paid Media Insights newsletter for free here .

Using AI-powered tools can keep shoppers coming back with product recs, sales copy, personalized ads, and more. Imagine you see your favorite social influencer wearing THE perfect pair of pants, comfortable yet chic, the kind you've been looking for everywhere. You click on the shoppable ad, link to the brand's in-app store, choose your size and color, and then use a store locator to find out where to go pick up your new pants in person TODAY. Congratulations, you're having an omnichannel shopping experience! The above story probably isn't unfamiliar -- shoppers are doing some variation of it every day. Today’s consumers expect a brand’s social channels, website or app, and brick-and-mortar store to feel like one consistent experience, with the same look, feel, and vibe throughout. Brand marketers (or, in our agency’s case, media buyers) from each channel have to be aligned on the brand’s voice, messaging, and target audience to achieve the omnichannel experience. Choose Your Channel Recommendations Personalization CX Supply chain & inventory Sales Copy Example Choose your channel Know which channels are reaching which segments of your target audience, and reformat your advertising and communication strategies to “speak their language.” Let’s say, for example, you’re a retailer to sells to multiple generations of consumers. If your data tells you the younger segment shops online more frequently than in-store, then it wouldn’t make sense to prioritize TikTok for in-store-only promotions – it would be wiser to use TikTok (or retail media networks ) for online or in-app promotions and reach your older demographic in whichever channels they frequent. Recommendations AI can be used to recommend products or services to consumers based on their past purchases, demographics, or inputted preferences. That’s enormously beneficial technology for retail media networks, which deliver sponsored product recommendations paid for by brands. Personalization Advertisers can utilize AI to personalize ad messaging or creative to the individual viewer, determine the best channel or placement for the ad based on consumer behavior, and automatically adjust prices to follow market fluctuations. Customer experience Customer service is another huge area for AI in marketing. AI-powered chatbots can screen out a lot of customers’ questions or concerns, standardizing the answers and providing correct information every time (how many times has one customer service pro told you one thing, and their colleague told you the exact opposite?) Efficient chatbots can maintain the brand experience across channels and clear up human-powered customer service lines for lower wait times. Supply chain & inventory Who better to learn ecom tricks from than one of the world's most successful omnichannel retailers? Walmart is preparing for the 2023 holiday shopping season by using its proprietary, AI-powered supply chain and inventory software. According to Reuters, its machine-learning algorithm relies on weather patterns and each store's past sales data to predict the inventory needs of its more than 4,700 U.S. locations. Avoiding under- or overproduction and supply chain jams is crucial for brands to protect their profit margins, the planet, and customer experience. Generative AI in Ecommerce Many small businesses can't afford teams of professional copywriters to write compelling product descriptions like Fortune 500 brands do. So Amazon, eBay, and Shopify have all released generative AI tools for ecommerce sellers to write product descriptions and sales copy that get noticed by search algorithms. Take advantage of these tools to give your brand a boost. AI CX in Action Our media planning team at Exverus recently launched an omnichannel, master-brand campaign with John Soules Foods (as featured in Digiday ) using an interactive ad unit to generate personalized product recommendations. We partnered with ad tech provider PadSquad to create an AI chatbot Recipe-Picker for our target audience of busy families. The chatbot asks a series of questions about the cook’s preferences (beef/chicken, healthy/indulgent, cook time, etc.) and, based on the answers, generates a personalized list of recipe options using JSF's products. Try the demo here (it's fun!) The AI chatbot was part of a larger campaign that integrated AI in ecommerce, programmatic advertising , paid search, and paid social media. The potential use cases for AI in ecommerce are still infinite. If you'd like to brainstorm creative ideas for your retail media campaign, leave us a comment or DM and put this paradigm-shifting technology to work for you. For more tips, research, and analysis; subscribe to our weekly Paid Media Insights newsletter for free here .

Collaboration with ad tech partner PadSquad proves lucrative for the pet food brand. While the decision to invest in mobile advertising may be easy, creatively devising ways to stand out and make a lasting impression is far more challenging. Integrating technological advances like AR in advertising campaigns can help your message stand out from the crowd of static or video social ads. Media strategy agency Exverus Media teamed up with PadSquad , the high-impact advertising experiences leader, to develop a new mobile ad experience for Stella & Chewy’s , the raw natural pet food for dogs and cats. Together, we built an interactive AR experience in which pet parents were encouraged to upload photos with their pets, decorate them with AR frames and filters, and upload them to social media. Try it yourself here! Our interactive programmatic mobile experience helped make Stella & Chewy’s a category leader in just a few months. Nearly a quarter-million users engaged with this campaign, leading to a 702% higher engagement rate than standard benchmarks. Stella & Chewy’s experienced an incremental 2% lift in brand awareness from just this one tactic with a <$500K budget. And the campaign won the 2023 MediaPost OMMA Award for Best Mobile Marketing campaign of the year! “This is the sort of participatory advertising that brands dream of,” said Anna Elema, Media Director at Exverus. “Stella & Chewy’s is now a category competitor with a deeper connection to a growing segment of brand loyalists.” Utilizing technology like AR in advertising campaigns requires a strong ad tech partner, a data-driven media strategy, and personal connections with the target audience. In this case, we tapped into the emotional connection people have with their pets and allowed them to be creative with the ad unit, to make something uniquely their own, and to share photos of their pets, which pet owners already love to do. The case study was featured by Adweek here .

In just 24 hours, Threads (the latest Twitter competition from Meta) hit 30 million users. And then 70 million in 48 hours... And then 100 million in just five days... Exverus has been on Threads since Day 1 (@exverus), and we've stitched together a few Threads tips for brands and marketers. 🧵 How Does Threads Work? The record-smashing growth (OpenAI's ChatGPT took two months to reach the same mark) positions Threads as an immediate viable platform for brands to tap into. It's an exciting time for users and brands starved for a safe space for quick interactions and engagement with content. But while everyone is busy putting together their "Threads 101 Guides," we wanted to take a moment to look at how we got here. It's surprising to be excited (or perhaps cautiously optimistic) about a new Meta product in 2023, but here we are. The concept of the platform is simple and familiar: users post text-based "threads" of up to 500 characters. Threads can also include images, GIFs, and links, and other users (and brands) can comment on, repost, or like these threads if they resonate (stop us if you've heard this one before). So on the surface, Threads isn't new or groundbreaking. In fact, it feels kind of old school...and that's a good thing! Why Your Brand Should Be on Threads One of the reasons Threads seems to be taking off is brand safety . Since Musk took over Twitter, there has been an intense spike in hate speech, ridicule, and trolling that's caused brands to move away from the platform. The volatile atmosphere has been compounded by security breaches, technical missteps, and outages... all of which have inevitably negatively affected user engagement and retention. Threads isn't quite Twitter in 2011, but it has potential. The new social channel offers a welcome alternative for brands that want to continue engaging with their customers without worrying about these issues. Its clean design, low maintenance demands, and focus on content creation makes it a great home for any brand looking for a fresh start with an engaged audience. Meta's decision to link Threads to Instagram accounts (with just a few clicks, anyone with an IG handle can sign up for the new platform), has facilitated an active and robust community...and we're not even a week in. Threads Tips & Limitations for Marketers At this time, there are no ads or monetization features on Threads. According to our sources at Meta, "Our priority is to build consumer value first and foremost, which will allow us to explore how to build business value...we encourage businesses to experiment with Threads as part of their organic social strategy where it makes sense." But -- Instagram is reportedly working to integrate its branded content tools with Threads, " which would give marketers an opportunity to begin experimenting with paid promotion, while advertising is still unavailable", according to Axios . Will users stick around? Will brands find success in the long term? That remains to be seen, but for now, it's clear that a certain type of user has found a new home in Threads, and brands would be wise to follow. 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 .

How to best utilize location data ad tech to reach your campaign goals Do you know where your customers are? Do you know when they shop, or what they buy in person? It's one thing to make an educated guess about buyer behavior -- the stores they frequent, the products they want, and their spending habits -- but it's another to get the real-time data necessary to make effective marketing decisions. That's where location intelligence comes in. By leveraging ad tech that provides location data (the who, what, and when), we can extrapolate the how and why for our advertising campaigns. W hy Location Data is Useful Enter Ad Tech Why Location Data is Useful Placer.ai recently published data on the high-end grocery store Erewhon which revealed that weekday afternoons saw the most foot traffic for high-income shoppers. With this data, advertisers for premium-priced items could target these stores at the right time , to ensure their message was reaching the right people . Location intelligence can provide businesses with the insights they need to optimize campaigns for local stores and venues, increasing ROI by reaching a more concentrated audience. This is particularly important for retail media strategies because detailed information about shoppers' whereabouts allows marketers to adjust messaging and channel placements accordingly. By accessing location data in real-time, you can make sure your campaigns are always up to date and capitalize on any changes in the market. This type of technology can even create virtual boundaries around particular locations to track visits and conversions for campaigns that target specific geographic areas. Enter Ad Tech Platforms like the aforementioned Placer.ai, Unacast, Foursquare, and Advan provide comprehensive location intelligence and foot traffic data that can help marketers more accurately plan their campaigns. Sure, the presence of high-income shoppers at Erewhon is an easy assumption to make (not everyone can afford a $25.50 jar of mushroom bolognese), but the data these tools offer goes deeper than surface-level hypotheses. Connect the dots between your solution and your buyers' pain points. In Texas, grocery chain H-E-B started offering advertising space for Thumbtack to help its customers find pet grooming services. In doing so, they are helping their customers cross more off their to-do lists while shopping at their locations. In its simplest form, location intelligence can help you choose your placements. But when you combine this data with what you already know about your customers, you begin to position your brand, product, or service as a solution to timely problems. Instead of a luxury, you become part of their routine. Learn more about how Exverus utilizes location ad tech in our media strategies for clients like convenience store chain Kum & Go by dropping a question below! 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 .

How often do you shop at the same stores? Do you choose one brand over another for its loyalty rewards program? Whether it's a grocery store, a favorite clothing brand, or a trendy cosmetics line, many customers are accustomed to loyalty rewards programs as part of their shopping experience. However, the future of these loyalty rewards programs is uncertain. Loyalty programs go both ways The data supports leaning in, as a 2022 McKinsey study showed that free loyalty program members spend 30% more with a brand after joining - and that number jumps to 60% for paid loyalty programs. Perhaps the problem isn't with loyalty rewards but with the offers themselves. Simply offering points or discounts may not be enough. A purely transactional "points for purchase" relationship trains customers for deal-seeking behavior rather than inspiring true brand loyalty. Loyalty rewards programs must evolve to remain relevant in today's ever-changing landscape - or else risk being left behind. And that's something no business can afford. So, do loyalty rewards have a place in an uncertain economic landscape, especially as costs are rising for both customer and supplier? The verdict We say yes, but let's rethink loyalty. Let's recognize that modern consumers often choose products based on a narrative around what a product stands for and what it signals about the people who own it . Brands that earn our love and devotion are the ones who create meaningful and symbolic expressions of identity that reinforce a buyer's sensibilities or aspirations. While doubling down on loyalty programs might not be right for everyone, it's a viable play in a competitive market. But take a step back and consider the bigger picture. What possibilities, beyond cash back or points, could your brand offer customers to spark action and nurture long-term relationships? 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 .

What is creative diversification? 5 strategies for upgrading your ad creative As media planners, we spend a lot of time thinking about placements and formats. Which platforms does our target audience use most? Should we appear in contextual environments or in social feeds? While these questions are important, there's something even more fundamental to consider: creative diversification. In the fast-evolving landscape of digital advertising, the spotlight is now firmly on creativity. As marketers navigate the terrain of AI-powered ad tools, a critical insight has emerged: creative is the next frontier for achieving unparalleled ad performance. Ads with diversified creatives report up to 32% improvement in CPA and 9% enhancement in incremental reach. What is creative diversification? The challenge for marketers is stark: attention spans are dwindling, with Gen Z clocking out from ads after a mere 1.3 seconds. How can you create content that captures their elusive interest and combats creative fatigue? Henry Kelly, Head of e-Commerce at Meta, offers a beacon of hope. According to Kelly, "Creative is targeting." It's the gateway to crafting narratives that resonate uniquely with specific audiences. Creative diversification, the art of embracing a variety of ad formats and concepts, emerges as the catalyst for reaching new audiences, rejuvenating engagement, and spurring action. One such example is Meta's Advantage+ solutions and their impact on campaign efficiencies. It's creativity that holds the power to drive results and business outcomes. The statistics bear witness to the power of diversification. Ads with diversified creatives report up to a 32% improvement in CPA and a 9% enhancement in incremental reach. It's more than just eye-catching visuals; it's about telling the right story to the right audience. Kelly aptly underscores, "Creative is the vehicle to authentically engage with your audience." So, what can marketers glean from this creative awakening? 63% of 18–34-year-olds trust what influencers say about a brand more than the brand itself. 5 strategies for upgrading your ad creative: Visual Distinctiveness: To attract a broader audience, consider visualizations that resonate with less-reached demographics. Tailor your creative with diverse imagery and messaging. Humanized Content: In an era where relatability reigns supreme, embrace user-generated content (UGC) and "lo-fi" creative alongside polished brand assets. Being not only true-to-brand but True-to-Life speaks volumes in a world bored of polished perfection. Collaborate with Creators: Harness the trust creators have already built with their audiences. 63% of 18–34-year-olds trust what influencers say about a brand more than the brand itself. Their unique perspectives can breathe life into your brand narratives, expanding your reach and deepening affinity. Experiment with Placements: Customize creatives for different placements, tailoring them to audience behavior and platform-specific best practices to maximize your brand's exposure. Embrace AI: In this age of AI, relinquishing some control over brand assets can yield remarkable results. AI can optimize and personalize ad content at scale, tailoring messages to individual preferences. Embrace AI-driven creative strategies, allowing the algorithms to identify the most effective messaging, visuals, and placements to engage your audience. The message is clear: the era of creativity has dawned on advertising. By embracing creative diversification, influencers, and AI, you can navigate the dynamic digital landscape and gain a competitive edge. It's not just about catching eyes; it's about captivating hearts and minds. As you embark on your advertising journey, remember: in this realm, creative is indeed the new black. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here .