Search and performance marketing is rapidly evolving thanks to AI, but marketers shouldn't lose sight of the big picture. Search engine marketing (SEM) professionals from across the nation gathered in Nashville, Tennessee, the first weekend of May 2024 for the MediaPost Search and Performance Summit to discuss the global sea change happening in paid search, largely driven by advancements in AI. Exverus' own Paid Search Director, Ryan Schuster, MBA, spoke as an industry expert on how brands can best adapt to shifts in AI technology, consumer behavior, and the role of paid search in a media mix. 3 Paid Search Takeaways for Brands: 1. Don't lose the human touch in the age of AI The rise of AI-powered search and performance tools like Google Search Ads 360 (SGE) and Chat-GPT is undeniable. However, some marketers get caught up in optimizing algorithms and forget the fundamental purpose of search: to help people! As Ryan explains, prioritizing short-term marketing goals over user needs can be detrimental. Building trust and loyalty requires a human touch, even within the realm of AI-powered search. How to Stay Human-Centric in Paid Search Marketing: Focus on user intent: Understand the "why" behind search queries. What information are users seeking? What problems are they trying to solve? Tailor search ad copy and landing pages to directly address user intent. Prioritize user experience: Ensure landing pages provide a seamless user experience. Optimize for mobile, offer clear calls to action, and make it easy for users to find the information they need. Embrace authenticity: Consumers crave genuine brand connections.  Avoid overly promotional messaging in search ads.  Instead, highlight brand values and showcase expertise through informative content. By prioritizing user needs and creating a positive user experience, brands can leverage AI tools effectively while maintaining a human connection with their target audience. Ryan Schuster in Adweek: Brand Knowledge Will Level Up Your AI-Driven SEM 2. Get into social-search marketing before the competition! Wait, aren't social and search two different channels? Not anymore. 73% percent of Gen Z respondents to a Forbes survey said they research products on TikTok, Instagram, or other social media before buying, which is why building a strategic keyword search strategy within social platforms is imperative. Here's how brands can win in social search: Identify platform-specific search behavior: Conduct audience research to understand which social platforms your target audience uses for product discovery. Develop social search strategies: Craft keyword strategies tailored to each social platform. Utilize relevant hashtags, optimize social media profiles for discoverability, and leverage platform-specific search features. Go beyond ads: Social search isn't just about advertising. Create informative blog posts, product tutorials, and engaging content that addresses user queries and positions your brand as a thought leader. 3. Search and performance must be part of a larger brand strategy Paid search marketing can't succeed in a vacuum! For optimal results, search should be a cornerstone of an omnichannel media strategy that integrates seamlessly with other channels. Understanding the Role of Each Channel: Paid Search: Provides targeted information to users actively searching for solutions related to your brand or product category. Social Media Advertising: Drives brand awareness, fosters engagement, and sparks product exploration. Retail Media / E-commerce: Influences purchase decisions at the point of sale within online retail environments. The Role of Paid Search in a Media Mix: Cross-channel keyword strategy: Share keyword insights across teams to ensure consistency in messaging and user experience. Seamless purchase journeys: Create clear pathways from search ads and social media interactions to product pages and checkout flows. Consistent brand messaging: Maintain a unified brand voice and visual identity across all marketing channels. As an independent, nimble media agency, Exverus doesn't keep these departments siloed. Our search marketers work collaboratively alongside the paid social, programmatic advertising, and retail/e-commerce teams to craft a tailored media mix that guides users from information discovery to purchase, ultimately maximizing return on investment (ROI). Provide your target audience with top-quality content in platform-specific formats, and you’ll become the brand they go to without even needing to search. For more media buying news and tips, subscribe to our weekly Paid Media Insights newsletter.

The annual awards are given for excellence and innovation in media planning and buying. (LOS ANGELES) May 14, 2024 -- Talia Arnold, cofounder and managing director of Los Angeles media agency Exverus Media, has been named one of Adweek's 2024 Media All-Stars. The annual awards are given for excellence and innovation and media planning, buying, and strategy. According to Adweek, "As AI continues to influence media buying and the industry overall, these stars are making the best of the technology and finding new ways to help clients maximize their dollars and gain market share. "For the 2024 Media All-Stars, technology is a key tool to crafting the best strategy while navigating markets and audiences that are increasingly diverse, creator-led, and shoppable." Talia’s 20 years of expertise in advertising, media strategy, and data analysis have secured long-term relationships with growth-stage brands like Premier Protein & Dymatize, New Belgium & Bell's Brewery, and Honey Stinger, just to name a few. In addition to overseeing a dozen media planning & performance teams and pitching new business, Talia regularly publishes original whitepapers and speaks at industry conferences. As a result of her leadership and creativity, Exverus is Adweek's 2024 Breakthrough Agency of the Year and among LA Times B2B's Best Workplaces of 2023. For more media buying news and tips from Talia, subscribe to our weekly Paid Media Insights newsletter.

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. With 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.

A brand marketer's guide to one of the fastest-growing areas of digital media buying If you work in any area of marketing in 2024, you've certainly heard a lot of buzz around programmatic advertising (or programmatic marketing). But what does it really mean, and how's it any different from digital advertising? This quick but comprehensive guide to programmatic media buying will help you build stronger relationships with your media agency and make smarter paid media investments. What is programmatic advertising? What are programmatic advertising platforms? What are the benefits? What are the risks? Which media channels can be bought programmatically? Is Google Ads considered programmatic? What is the difference between digital advertising and programmatic? What is the role of first-party data in programmatic advertising? How is AI used in programmatic advertising? What is programmatic advertising? Programmatic advertising (or programmatic marketing) is a method of buying and selling digital media (ad inventory) in real time. Programmatic advertising is powered by AI and machine learning to power the auctions themselves, serve targeted ad experiences to consumers, and optimize towards KPIs for efficient marketing efforts. What are programmatic advertising platforms? The programmatic auction has two platform sides: demand-side platforms (DSPs) and supply-side platforms (SSPs). DSPs allow ad buyers, inclusive of media agencies (like Exverus), to bid on display, online video, connected TV (CTV), digital out-of-home media, audio, and rich media across multiple partners in milliseconds. Examples of DSPs include DV360, The Trade Desk, Yahoo, Nexxen, etc. Meanwhile, SSPs allow media owners and publishers to manage their advertising inventory efficiently. Examples of SSPs include Magnite, Google AdX / Ad Manager, PubMatic, and OpenX, among others. What are the benefits of programmatic advertising? Precision Targeting: Programmatic allows you to target specific audiences based on various criteria such as demographics, interests, and behavior. This precision targeting allows advertisers to reach the right people, at the right time, with the highest likelihood to complete the desired outcome (purchase, video view, download, subscription, etc.) Real-time Optimization: With programmatic, you can adjust your ad campaigns in real time based on a suite of performance data. This flexibility and ability to learn delivers better results, such as higher click-through rates or conversions. Efficiency and Cost-effectiveness: Programmatic advertising automates the ad buying process and provides transparency and efficiency. Additionally, the ability to target specific audiences and outcomes reduces wasted ad spend, making advertising campaigns more cost-effective. Access to Premium Inventory: Programmatic platforms often have access to a wide range of ad inventory (and always expanding), including premium placements on popular websites and apps. This access allows advertisers to reach target audiences across a variety of channels with added visibility, control, and opportunity to optimize towards the most successful tactics and placements. Data-driven Insights: Programmatic advertising provides detailed data and analytics on campaign performance. This information can help advertisers understand their consumers better and make informed decisions for future campaigns. Cross-device Targeting: Programmatic advertising reaches people across multiple devices, including desktops, mobile devices, and connected TVs. Brand Safety & Suitability Controls: Programmatic platforms offer tools to ensure ads are displayed in brand-safe environments pre- and post- bid. These parameters can help protect a brand’s reputation by avoiding ad placement on inappropriate sites or within unsuitable content. High quality media placements yield stronger results. What are the risks associated with programmatic advertising? Complexity and Fragmentation: The programmatic advertising ecosystem is complex and fragmented, with multiple platforms and technologies involved. This can make it challenging for advertisers to navigate and optimize their campaigns effectively without a strategic investment and activation strategy in place. Ad Fraud: One of the biggest concerns with programmatic advertising is ad fraud, where bots or made-for-advertising (MFA) websites generate fake ad impressions. This can lead to wasted ad spend and reduced campaign effectiveness, but there are many ways to protect brands from this risk. Lack of Transparency: Without proper oversight and transparency, programmatic advertising may seem like an opaque ad buying process, but actually allows for increased transparency and control vs. traditional advertising buying practices. The best way to maximize the benefits and minimize the risks of programmatic buying is to work with a seasoned media agency that specializes in media planning and data analysis across the ever-changing traditional and digital media landscape. Which media channels can be bought programmatically? Programmatic platforms can be used to buy media across a variety of channels, such as: Display Advertising: This includes standard display banner ads, rich media ads, and native ads that are displayed on websites and apps. Video Advertising: This includes pre-roll, mid-roll, and post-roll video ads on YouTube and other video streaming services. Optimal video ads are between :06-:30s for digital advertising. Mobile Advertising: Includes all mobile devices, smartphones, and tablets, across apps and mobile websites. Social Media Advertising: Social media platforms offer similar buying platform options for ads, allowing advertisers to target specific audiences on platforms such as Meta (Facebook/Instagram), TikTok, Snapchat, and LinkedIn. There are also ways to connect social and programmatic activations for continuity in digital advertising campaigns. CTV: Connected TV devices, such as smart TVs and streaming devices, allowing advertisers to reach audiences watching streaming content. Over-the-top (OTT) video content is often included in this category. Audio Advertising: Audio ads that are played on streaming services, podcasts, and other audio platforms. Digital Out-of-Home (DOOH): Some DOOH providers offer programmatic buying options, allowing advertisers to purchase ads displayed on digital billboards, screens, and signage -- for example, Vistar and Place Exchange. Paid Search: While not traditionally considered part of programmatic advertising, some platforms offer programmatic buying options for search ads, allowing advertisers to bid on keywords in real time and can connect to other media types for optimization and continuity. Retail / e-Commerce: Includes on and offsite retail media networks, e-commerce digital shelves, and purchase data and trends that can be used for enhanced audience targeting and measurement for online and offline sales. Is Google Ads considered programmatic? Yes! Google’s Display & Video 360 (DV360) platform allows advertisers to programmatically target specific audiences, buy ad inventory across a wide range of channels, and optimize campaigns in real time. What is the difference between digital advertising and programmatic advertising? Digital advertising is a broad term that encompasses any form of advertising delivered through digital channels, such as websites, social media, mobile apps, and search engines. It includes both traditional direct buying and programmatic buying. Programmatic advertising is a specific method of buying and selling digital ads that uses automation and data to optimize targeting and campaign performance. What is the role of first-party data in programmatic advertising? Programmatic buying is all about precisely targeting the right audience segments with the right advertisements, so understanding your audience deeply is essential. First-party data is information collected directly from a brand’s customers. This is the most valuable data because it is unique, relevant, accurate, and in most cases only available to that brand. First-party data is sourced from website behaviors, purchase history, surveys, contact forms, etc. and can also be referred to as CRM data. Comparatively, third-party data is publicly available and comes from other external (sometimes unknown) sources. First-party data enables strong audience builds to implement strategies and tactics within advertising campaigns (re-engagement/retargeting, suppression, modeling/lookalike etc.) (As a side note, zero-party data is information that a current or potential customer has willingly and actively offered, though this is sometimes used interchangeably with first-party data.) In addition to audience targeting, advertisers can also use first-party data for personalized messaging, retargeting, measurement and attribution, and increasing revenue. How is AI used in programmatic advertising? Long before AI became a cultural phenomenon, it was the engine driving programmatic advertising platforms through advanced machine learning. AI-powered algorithms analyze vast amounts of data to identify patterns and trends in user behavior – that data is used to create highly targeted audience segments based on demographics, interests, and online behavior, as mentioned above. As AI technology evolves and advances, so too will programmatic buying capabilities. But it’s not perfect yet – let our Managing Director, Talia Arnold, explain: Learn more about the potential use cases for generative AI in media planning overall, and subscribe to our Paid Media Insights newsletter for more insights and updates on the rapidly evolving world of programmatic advertising.

Advertisers can now measure the quality of attention paid to their ads. But is it worth the investment? You can track how many people were served your ad, but how do you know they paid any attention to it? Metrics like impressions and click-through rates don’t tell the whole story, which is why many marketers are experimenting with attention metrics in advertising campaigns. In fact, a 2023 DoubleVerify study showed almost 96% of advertisers worldwide using attention metrics in at least some of their buys that year! Let’s see how the right media agency could put this valuable information to work for your brand. What are attention metrics? Attention metrics are measurements that indicate the quality of focus or engagement a consumer gives to an advertisement; these can vary depending on the ad format and placement. The Interactive Advertising Bureau (IAB) classifies these metrics into three main categories: Biometric Data - Tracks eye movements, facial recognition, brain waves, or heart rate Data/Device Signals - Time spent on site, scroll speed, cursor location, etc. Cognitive & Emotional Data - brand lift studies, focus groups, customer surveys, etc. Why is measuring attention important? Quality of attention can be a deeper indication of consumer interest than reach or viewability alone, offering brands better insights into which products or messages resonate best with their target audience. And, what if we could not only measure but optimize our campaigns for higher attention? Guess what? We can. Attention data is being used by Exverus today to place smarter programmatic bids through our partnership with DoubleVerify. Lastly, the signal loss from third-party cookie deprecation has intensified the need for advertisers to collect information about consumers’ preferences from other sources. Attention metrics are one way to fill that gap. Challenges with attention metrics in advertising Admittedly, biometric data can be expensive to capture, and it usually comes from market research studies of consumers who opted in, but those research samples may or may not mirror your brand’s target audience. The lack of standardization across platforms also presents a challenge to advertisers comparing the effectiveness of different ad creatives or placements. Finally, the data signals publishers provide don’t always correlate with purchase intent. For example, significant time spent onsite could indicate consumer interest, or it could simply indicate a slow reader, multiple tabs open, or the person got up and walked away! These insights are meant to be a piece of the puzzle, not the whole thing. As with any new media metric on the market today, brands have to decide if the juice is worth the squeeze. According to our research, the data is showing us that impressions classified as "high attention" are getting 2 - 2.5X conversion rates above average. And that's got our attention. For more media buying news and tips, subscribe to our weekly Paid Media Insights newsletter.

Marketing to Gen Z consumers requires brands to reach them outside of traditional social media platforms. Social media advertising is alive and well, but traditional social media platforms are becoming less social and more entertaining (and commercial). Many Gen Zers are looking outside of the typical platforms to share stories and exchange information with friends. Enter the group chat. For Gen Z, the group chat is more than just a way to stay in touch with friends - it's a key source of information and influence. Group chats significantly shape Gen Z's buying decisions, from sharing memes and viral content to discussing the latest trends and products. They're more apt to recommend a product, share a viral video, or alert a sale to their friends in a private group chat than in their Stories or Feeds. Faster than email, more visible than being buried in the social media feed, and less spammy than SMS; the group chat has proven successful for a variety of brands from cosmetics to travel, delivering higher open rates, CTR, and engagement than email marketing. So: How Can Brands Market to Gen Z via Group Chats? Here are a few ideas for approaching it gracefully without overstepping boundaries or invading people's privacy. Leverage existing brand-friendly group chat spaces Platforms and games like Discord, Roblox, and Fortnite have powerful reach and influence among Gen Z. Don't forget the behemoth, Meta's WhatsApp, with 2 Billion MAUs. And among the newer players is RTRO, a messaging app powered by Chat-GPT and targeted to Gen Z. These communal platforms can be a place to announce new product releases to your superfans, helping to build demand and excitement. By creating branded chat rooms or partnering with popular influencers, businesses can connect with target audiences more authentically and engagingly. Get interactive and build community The smartest brands aren't just talking to consumers; they're listening, too. One-way ads are out, and two-way conversations are in. Branded communities are a modern way to keep your followers, customers, and subscribers actively engaged. For example, Selena Gomez's cosmetics brand Rare Beauty has a digital community called Comfort Club, in which consumers share self-care tips and mutual support. Wendy's has a Discord server hosted by a funny chatbot; and Canva has a popular Facebook group where designers share best practices and the company can announce updates. Everybody wants to feel belonging to something, so position your brand as not just a product to buy, but a community to be part of. Provide a benefit Bring something enticing to the table: offer customers the option to pre-order upcoming product launches through the group chat or access exclusive merch or content. The real-time nature of chat makes it the ideal place to share these types of incentives. Combining a sense of community with desirable, tangible incentives can foster long-term brand loyalty. We're seeing shifts today in user behavior on social apps - they are more intentional about sharing with 'close friends' and preferred contacts. And with this change, our media planning and buying experts predict group chat will play an increasingly important role in the months to come. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

Streamers are the new home for live sports, offering fans and advertisers big advantages linear TV couldn't. Live sports advertising was already on fire thanks to CTV streaming the NFL and NBA, but Women's March Madness 2024 has been a slam dunk for media buyers. The buzz around Iowa's star Caitlin Clark culminated in an NCAA Final game that drew 18.87 million viewers, the most watched basketball game — college or pro, men’s or women’s — since the 2019 NCAA men’s championship game. That's an enormous audience of highly passionate and engaged consumers. As women's sports viewership grows, the ad dollars flow -- brands like Home Depot, Ritz, and Aflac sold out all of Disney's ad inventory for March Madness two weeks in advance. We all know live sports are popular with consumers, but what about the backend? Does this channel provide advertisers with the results necessary to justify the cost? Why advertise in live sports? Audience Reach and Engagement: Live sports still reign supreme as the most-watched TV broadcasts. Brands have long understood that the sports fan is engaged and deeply loyal - so having access to them via CTV can be a goldmine for marketing teams. CTV Enables Mix of Ad Creative Formats: Live sports streaming on OTT platforms enables advertisers to reach entirely new audiences of dedicated sports fans with creative, personalized ad messaging. Precise Audience Targeting: The ad inventory can be bought programmatically, which allows media buyers to target precise audiences at the most efficient cost. Emotional Connection: Brands can tap into the deep emotional connection viewers feel for their teams by telling impactful stories. Take this Cetaphil Super Bowl ad, for example! Tug at the heartstrings, and you won't be forgotten. Omnichannel Opportunities: Sports isn't just on TV -- the players amass huge followings on social media, tell their stories in the press, sign endorsement deals, and inspire sports betting (another exploding advertising channel!) -- which means plenty of opportunities for retargeting and reinforcement. TV is an excellent brand awareness lifter, but people need to know how and where to buy your product or service in order to drive a sale. How brands can win at live sports advertising: A. Plan It can be challenging to plan, measure, and analyze the effectiveness of ad spend on sports events throughout a season because viewership is subject to peaks and valleys. Fortunately, some programmatic advertising platforms like The Trade Desk have developed pacing tools to help media buyers optimize their ad spend in real time. Partnering with the right media planning and buying agency can be the difference between wasting precious ad dollars and sending them straight to your goals. B. Diversify Since TV ad spots during big games can be expensive (and thus risky), it's important not to put all your eggs in that basket. Make sure you're building a strong brand identity first, then complement your CTV spend with other strategies like DOOH, social media, omnichannel retail, or audio spots. Besides, TV is an excellent brand awareness lifter, but people need to know how and where to buy your product or service in order to drive a sale. Shoppable CTV elements like QR codes or text codes can get viewers engaged right from their couch. Or you could include a clear call to action in your ad creative directing viewers to your website or store. C. Think Local Costly national TV spots aren't the only option for sports advertising. Local affiliate stations sell ad inventory, too, and they might be a more cost-efficient option if you have target audience segments in specific geographic locations. D. Measure To measure campaign effectiveness, be sure you're using the right metrics. For CTV advertising, KPIs like average viewership and unique viewers are most relevant. Cross-reference these with other channels like social media growth and merch sales. E. Grow eMarketer predicts that viewership of digital live sports content in the US will reach 90.7 million by 2025! That's an enormous growth opportunity brands can bet on. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

(LOS ANGELES) April 15, 2024 -- Exverus Media has hired Melanie Mogey as Media Planning Supervisor on the Dymatize team. Melanie has been in the advertising world for 17 years, starting as a graphic designer for the University of South Florida newspaper, where she discovered her advertising passion for media. She spent 16 years honing her skills at a Colorado Springs agency, starting in traffic and climbing the ranks to the Media & Integrated Strategy Department, serving automotive brands, not-for-profits, banks, and medical accounts. She thrives as an extension to her clients’ teams and finds immense satisfaction in seeing her media plans come to life. 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. 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. Exverus is Adweek's 2024 Breakthrough Agency of the Year and 2x Ad Age Small Media Agency of the Year. Follow us on LinkedIn here or Instagram here. For all press inquiries, contact: Michelle.Andrade@exverus.com

These digital advertising channels may seem unrelated, but they synergize in a media plan. If you want to advertise your brand to a large audience, you probably already want Connected TV (CTV) in your media mix, and for good reason: a recent study by the Video Advertising Bureau (VAB) found that CTV advertising generated a 20% lift in brand awareness and 10% lift in intent to purchase! But have you considered adding digital out-of-home media (DOOH) to the mix? Digital out-of-home media is a powerful way to illustrate your message in public environments like digital billboards, transit stations, and building takeovers. These installations make a powerful impact and offer advertisers much more control and data than traditional out-of-home media. DOOH media might seem unrelated to CTV, but they actually have quite a bit in common! And when paired together in a media plan, they're a dream team. So: Why Do CTV and DOOH Pair So Well? Here are a few reasons we recommend these channels to our clients: Precise Audience Targeting As a media channel, CTV is practically unmatched in its ability to target the widest possible audiences of specific demographics and behaviors. Meanwhile, DOOH can target people in a precise physical neighborhood, who often share a similar demographic, income level, and lifestyle. If a consumer sees a brand advertised on TV and subsequently on the way to the train station, that’s a one-two punch already nurturing awareness and recall. "By integrating geo-fencing into all OOH placements after an audience profile has been built, we can build a retargeting base and follow up with CTV and other digital assets." - John Hoover, SVP at NPRP Media Programmatic Buying Both media channels can be bought programmatically, which offers advertisers time- and cost-efficiency, and a holistic view of their campaign’s digital performance. Like CTV display-side platforms (DSPs), programmatic DOOH platforms can work with an advertiser’s campaign parameters to deliver ads to the right people at the right price. Interactive Ad Capabilities Shoppable CTV ads are exploding in popularity because they shrink the path from awareness to purchase into one touchpoint. In fact, a recent study by LG showed that 51% of the 1200 CTV users surveyed said they "wish they could shop online using their TV." Interactive elements like on-screen QR codes, text message discount codes, or voice-activated commands get viewers immediately engaged with the brand and moving toward a purchase. The same goes for DOOH! Those engaging elements can collect invaluable data points from across multiple channels to leverage into even stronger campaigns. "Creating touchpoints across OOH and CTV ensures the exposure is consistently getting through, which is an ideal way to take a tough-to-measure format (like OOH) and position it as a touchpoint in attribution and measurement." - John Hoover, SVP of NPRP Media Contextual Creative Delivery “Contextual” is the magic word of the post-cookie marketing era, and these channels do contextual targeting beautifully. Brands can reach audiences via hyperlocal campaigns and even use real-time data triggers (such as current weather conditions) to deliver relevant and impactful messages. Imagine you’re a coffee brand – you could serve hot coffee ads to folks bundled up in New York and iced coffee ads to Los Angeles simultaneously! Both CTV and DOOH dynamically adapt to real-time changes: CTV adjusts ads based on user behavior, while DOOH updates content according to location and time of day. The synergy between CTV and DOOH is strengthening as programmatic DSPs integrate more capabilities into single platforms. A good media agency partner can help your brand sort out which platforms will give you the most bang for your buck! Gone are the days when brand awareness and purchase consideration were relegated to separate channels – the funnel has collapsed, and omnichannel marketing campaigns that adeptly combine the advantages of each channel come out stronger in the end. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

With retail media set to account for one in eight digital ad dollars, mature retailers are already growing sales by expanding how they reach consumers and the ad products they offer to brands. Historically, retail media networks have focused on lower-funnel tactics, but Amazon Ads, Walmart Connect, and an ever growing list of other retail media networks are now offering a full-funnel experience to advertisers and media buyers. What is a Retail Media Network? According to RetailTouchpoints.com, "Retail media is the broader term used to describe the concept of retailers using their systems, infrastructure, data and access to their shoppers to help advertisers reach consumers. A retail media network is the actual platform that retailers put in place to do this." These ads can appear in various formats and locations, including search results pages, product pages, category pages, and even in-store displays. But what sets retail media networks apart is their access to valuable first-party data—the key to effective targeting and personalized advertising. What are the top retail media networks? Amazon is, by far, the top retail media network, commanding 75.2% of the $45.15 billion US retail media advertising market in 2023, more than 10 times that of No. 2 Walmart Connect. Other big RMNs include Target's Roundel, Kroger Precision Marketing, Alibaba, Instacart Ads, and Costco Media Network. More are popping up every day! This blossoming of RMNs offers advertisers more opportunities to put their products in front of their target audience when they're already in a purchasing state of mind, but the downside is a lack of consistency or standardization across the platforms. A media buyer or agency that is well-versed on many different platforms and can pull data from each one together into a holistic media strategy can be helpful in allocating your brand's advertising budget efficiently. Why is retail media important for media planning and buying? The expansion of retail media from a last-touch converter into a full-funnel experience is a game-changer for brands and their media planners. Here’s why retail media is so important to any media agency that serves CPG brands: Holistic Consumer Engagement: Retail media networks allow brands to engage consumers at every stage of the buyer’s journey. From awareness to purchase, these networks provide a seamless experience. Demand Generation: Amazon’s sponsored brand videos and CTV-based offerings create demand by capturing consumer interest. Brands can showcase their products effectively, driving curiosity and desire. Measurable Impact: With robust attribution and conversion tracking, advertisers can measure the impact of their campaigns accurately. Retail media networks provide the data needed to optimize strategies. Explosive Growth: The exciting growth of the retail media space presents a lucrative opportunity for brands and advertisers to reach customers in new ways. Attractive Margins: Retailers face the challenge of covering the incremental expenses and complexities associated with digital ordering and fulfillment operations. High-margin incremental revenues from (RMNs) serve as a means to offset these costs. These networks allow retailers to monetize their shopper data effectively, delivering accurately personalized messages and offers on behalf of brands. Compared to product sales, ad sales carry far greater margins, making them an attractive proposition. Latent Value: Brands are continually seeking more targeted and efficient ways to reach consumers. Retailers possess valuable loyalty and transaction data, which can be harnessed to achieve this critical task. By leveraging these insights, brands can enhance their targeting precision and engage consumers effectively. Advertiser Mindset: Brands and agencies have become accustomed to the self-service methods of “programmatic” digital advertising. Retail media networks align with this mindset, connecting brands with consumers efficiently. As a result, media planners and buyers recognize the value of these networks in achieving their advertising goals. What are the upper funnel benefits of retail media? No longer relegated to the last touchpoint before purchase, RMNs like Amazon Ads and Walmart Connect are offering more features and options to reach new customers and lift brand awareness, too. Some examples of upper funnel retail media tactics include: Amazon Sponsored Brand Video: These cost-per-click (CPC) ads link customers directly to product detail pages, allowing them to learn more and make purchases seamlessly. Amazon CTV-Based Offerings: Amazon’s connected TV (CTV) ads have become increasingly sophisticated, thanks to the wealth of consumer data the company collects. Advertisers can now measure campaign attribution and conversion directly through CTV ads. Amazon Shoppable CTV Video Ads: Imagine making an Amazon purchase while watching an ad on TV. These shoppable CTV ads bridge the gap between entertainment and commerce. Walmart’s In-Store TV Walls: Walmart combines digital out-of-home (DOOH) ads with in-store placements. Shoppers, already in a buying mindset, can make purchases right then and there. Walmart’s extensive in-store activations make it a powerful platform for advertisers. Walmart Acquiring Vizio: Earlier in 2024, Walmart acquired TV maker Vizio for $2.3B, combining the expansive reach and diverse audience of Vizio watchers with the commercial offerings of Walmart, which is sure to accelerate Walmart's catch-up to Amazon. Target’s Roundel: With access to Target’s extensive shopper data, Roundel enables precise audience targeting and personalized ad experiences. Brands can engage consumers early in their journey, building awareness and consideration. Instacart Product Recommendations: Brands can reach consumers while they shop for groceries online, combining convenience with targeted advertising. Instacart’s upper-funnel offerings allow brands to influence purchase decisions early in the process. Albertsons Companies: Albertsons, another grocery giant, is poised to change the retail media landscape. If the impending merger with Kroger goes through, Albertsons will reach approximately 85 million households. This expanded reach will provide valuable data insights, making it an attractive partner for upper-funnel campaigns. Final Takeaways for Brand Marketers E-commerce is growing rapidly, and the advertising capabilities of retail media networks are expanding as well. Instead of focusing on providing only lower funnel tactics to advertisers, Amazon and other RMNs are becoming more advanced by offering a full funnel experience. Critically, the time is now for brands to leverage the two largest retailers, Amazon and Walmart, as complete advertising ecosystems.

One-size-fits-all doesn't work in advertising anymore. To stay ahead of the competition, know your audience and curate your messaging. Brand marketers and advertisers, are you personalizing your marketing content? Personalization is a popular buzzword in advertising these days, but for good reason! Personalized advertising has proven 3-4 times more effective than blast messages and can reduce customer acquisition costs by 50%. And the modern consumer expects it: research from McKinsey found that 76% of customers felt frustrated when a personalized experience doesn't happen. So, how can brands get started? For businesses new to personalization, we've summarized four key factors that drive successful personalization at scale: Key elements of personalized advertising 1. Data Foundation: Centralize customer data to enable seamless interaction across all channels. Data quality is paramount, as is privacy compliance. 2. Decision Making: Use machine learning and AI models to predict customer behavior and tailor marketing efforts accordingly. Segment customers based on value and trigger propensity scoring to identify the right opportunities for engagement. 3. Design: Develop flexible content that can be easily mixed and matched to deliver personalized messages. 4. Distribution: Integrate communication channels to ensure a unified customer experience. React to customer actions in real-time across all touchpoints. Examples of personalization in marketing Spotify recently built upon its popular, annual "Spotify Wrapped" feature with "Daylists" , sending users daily curated song playlists based on their recent listening activity. Similarly, Penguin Random House created an online "book matchmaker" quiz to help readers find new favorite books based on their reading preferences. And at Exverus, we've worked with the Stella & Chewy's raw pet food team to build personalized campaigns, like the America's Next Top Petfluencer contest, which encouraged pet owners to upload photos of their pets (and zero-party data!) for a chance to put their pet on a billboard; and the rich media AR selfies ad unit, which let pet owners create their own filters for pet photos. All of these strategies get consumers interacting with the brand and feeling confident about making a purchase because the recommendation is tailored their individual tastes. Why is personalization an effective media strategy? Because, at its core, personalization is about helping buyers see themselves in your brand and creating a connection with them through shared values, interests, or experiences. It helps create a holistic customer experience. When asked what they want most from personalization, one of the top answers from consumers was, “Know me no matter where I interact with you.” Online, offline, on-site, or in their inbox -- buyers expect a consistent and tailored omnichannel experience. But you can't personalize your content unless you understand your audience and their needs. Data-driven ad personalization Companies can gain valuable insights into their target audience's preferences, interests, and behavior patterns by analyzing consumer data. These insights allow you to tailor your content and messaging to resonate with the individual -- instead of delivering a one-size-fits-all approach. In a way, personalization starts before you even know your customer. You must build your strategy and workflow to collect the necessary data points to create personalized content. Once you have identified your audience and collected data, the possibilities for personalization are endless. Personalization can take many forms, from creating dynamic website experiences to segmenting email campaigns based on customer preferences. The future of personalized advertising The landscape of personalization is constantly evolving. Brands will create seamless customer journeys across different touchpoints. Imagine a shopping mall, retail store, and an e-commerce platform working together to deliver a unified, personalized shopping experience. Imagine a streaming TV service showing ads using AI to deliver the most relevant product message based on the individual viewer. By understanding where personalization is headed, brand marketers and their media planning teams can build stronger customer relationships, drive sales, and stay ahead of the curve. This piece originally appeared in our weekly Paid Media Insights newsletter. For more tips, research, and analysis; subscribe for free here.

The prestigious honor goes to one excellent media strategist industry-wide annually. Exverus Media's VP of Media Strategy Tasha Day has won the prestigious Campaign US title of Media Buyer/Planner of the Year for 2024! The winners were announced at a ceremony in New York City on Wednesday, March 27, 2024. Tasha describes Leading Lightly: Lower Your Stress, Think with Clarity, and Lead with Ease by Jody Michael as one of her favorite leadership books. As it turns out, she also epitomizes what the book describes as “mental fitness”: the ability to engage constructively and positively in life and work every day, no matter what stressors she encounters. Day brings [19] years of media planning experience to her current role as VP, managing media strategy and operations across all but one of Exverus’ clients. Her leadership helped pull the agency out of the pandemic and into 145% growth in three years. From Stella & Chewy’s Petfluencer Contest to [winning] Tiger Woods’ TGL Golf, she is able to focus on both the small details and the big-picture ideas. Stella & Chewy’s Petfluencer Contest was one of the company’s most successful programs ever. Pet owners used Exverus’ location data technology 269% over projections, while boosted influencer posts resulted in four times the landing page traffic. Day’s use of data-enriched storytelling allowed consumers to feel seen, which was crucial to the smooth rollout of media plans. Watch Tasha talk more about this wildly successful campaign and how it naturally collected robust sets of zero-party data for the brand: Tasha helped pull Exverus out of the pandemic and up to 145% growth in 3 years while caring for a family, home, and herself. The agency celebrated industry-leading growth of 53% from 2022-2023 and has received numerous other industry accolades this year. She also initiated Exverus’ Sharing is Caring program, in which rotating team members present on industry topics to the rest of the agency. Recent topics included “The Role of Paid Search in a Media Plan”, “How to Best Utilize Chat-GPT in Marketing”, and “Taking Feedback Well”. Exverus has earned its place as one of LA Times' Top Places to Work for 2023, largely thanks to Tasha's leadership, as reflected in the agency's remarkable 92% employee retention rate in 2022 and consistently high ratings by her staff. Tasha is mental fitness epitomized (and powered by technology). Top-tier industry publications regularly cite Tasha’s expertise, and her hard work is a key ingredient of our agency’s numerous award wins. She was recently the only agency representative chosen to speak on a major conference panel about how CPG brands can build up consumer data while respecting privacy and trust, something Tasha and her team are mastering every day. She explains how Stella & Chewy's used consumer data to build another successful, experiential campaign for long-term customer loyalty, and how data informs all of the media strategies her teams build: See all the Campaign US 2024 Agency of the Year winners here.