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

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

Recent research from Microsoft’s Marketing With Purpose Playbook found that 64% of people said they are more trusting of brands representing diversity in ads. And 85% of consumers say they only consider brands they trust. You can see the logic and where this is going: consumers are looking at brands to reflect the world they live in and they will reward those brands with their loyalty. There is a huge appetite for more inclusivity in advertising from consumers. That means there is an enormous opportunity for your business to grow, not only in the short-term but with your brand's overall trust and messaging. “Banking” sales in future years sounds appealing, especially if marketing budgets fluctuate. The three tips curated from Microsoft's Marketing with Purpose Playbook will help you take important steps for more inclusion. 1. Authentically represent diversity Inclusion means having diversity represented in your promotions and ads. Consider every side of human diversity, such as age, gender, ethnicity, sexual orientation, location, and language preference. It's about empathizing with your audiences and representing them accurately. 2. Perform a visual content audit What does your website say about diversity? Do the photos and imagery represent and embody your audience, or are you seeing the same images being used across your site? A visual audit will help you see which groups are underrepresented. 3. Develop an inclusive keyword library A great way to begin sourcing inclusive keywords is by utilizing the information in your internal Employee Resource Groups (ERGs) or performing a customer focus group. Then, consider the customer journey for your service or product for each identified diverse audience and create a list of unique keywords they might use to seek out your product or service. Doing so helps you connect with your audience on a deeper level. While utilizing these tips alone will not be enough to adequately meet the expectations of today’s consumers, they are the next steps to building a trusted, and long-term, brand. -Team Exverus

Instagram Reels beats TikTok on several key metrics, and Meta's ad capabilities are only getting stronger. Photo by Victor Freitas The biggest rivalry of 2025 isn’t Eagles vs. Chiefs or Kendrick vs. Drake… it’s TikTok vs. Reels! While we keep an eye on a possible TikTok ban in the US, let's look deeper at the legacy platform that is Meta. Is advertising on Meta still effective? Meta's (which encompasses Facebook, Instagram, Threads, and WhatsApp) advertising journey has evolved dramatically since Facebook's first sponsored stories in 2004. The platform pioneered highly targeted social advertising by leveraging its rich user data, expanding to Instagram in 2013 and later incorporating advanced features like Dynamic Ads and Custom Audiences. Despite Apple's iOS privacy changes in 2021 impacting targeting capabilities, Meta's ad platform remains compelling for marketers, reaching over 3.19 billion monthly active users across its family of apps. According to 2024 data, 71% of online users are more likely to base purchase decisions on reviews on social media. Additionally, HubSpot 's 2024 Marketing Trends Report showed that even though the cost per thousand impressions (CPMs) on Meta platforms like Facebook and Instagram are generally increasing, the advanced targeting capabilities yield a significant return on investment (ROI), making them a valuable channel despite the costs. How much does Meta make from ads? Although TikTok has doubled its US ad revenue since 2022 (now totaling $11B), Meta still accounts for 60% of all US media spend, (increasing 17% year-over-year to total $66B in 2024). Worldwide, Meta's ad revenue totals a whopping $160B in 2024 and is projected to reach $183.8B in 2025! And despite fast growth from emerging social platforms like Snapchat  and Reddit , Instagram is still the primary driver of Meta's growth, accounting for $37B of US revenue this year. Is Meta going to skyrocket in 2025? With TikTok 's  future uncertain, Instagram Reels is poised to capture its audience and advertising dollars, offering a similar short-form video format within an established platform. Reels' integration with Instagram's massive user base and robust advertising tools makes it a compelling alternative for brands seeking to maintain their reach and engagement. But Instagram faces headwinds in hooking Gen Z and Gen Alpha users who show strong attachment to TikTok and YouTube. It's unclear yet which channel would reign supreme in the case of a TikTok ban. 2025 Sprout Social Index Edition XX Is it better to advertise on Meta or TikTok? As with all media planning decisions, it depends on your brand and your audience. What matters most is not which platform, but providing culturally relevant, on-brand content and excellent customer service on social media. While TikTok is still available as an advertising channel, brands should continue to consider it if their audience indexes highly for TikTok. (See our own agency contingency plan here ). However, looking at one of our own top CPG client’s Reels-only campaigns in Q4, Meta Reels significantly outperformed TikTok in terms of key metrics, like:   Cost-efficiency Reels delivered impressions at a lower CPM ($2.80 vs. $3.27) and clicks at a lower CPC ($1.03 vs. $1.48) than TikTok. This indicates Reels is getting more bang for each buck!   Higher Engagement Rate Reels also had a substantially higher engagement rate (9.32% vs. 7.25%) than TikTok. This means viewers were more likely to interact with Reels content, whether through likes, comments, shares, or saves.    Video Completion Rate While TikTok boasts more total video completes, the much lower Video Completion Rate (VCR) on TikTok (0.75% vs 1.5% on Reels) suggests that Reels viewers who do start a video are much more likely to watch it to completion. The higher VCR on Reels is a strong indicator of more engaged viewership. 2025 Sprout Social Index Edition XX What are the major changes in Meta Ads in 2025? Meta recently added to its suite of AI-powered advertising capabilities, like: Advantage+ , which automates ad targeting and placement Advantage+Creative , a generative AI  tool that creates several variations of a creative asset to rotate throughout a campaign and prevent ad fatigue Advantage+Sales  (previously known as Advantage+Shopping) a social commerce  tool tying ad views to actual conversions; and now, Advantage+Leads , which uses AI to help brands find high-quality leads Nicola Mendelsohn , head of Meta’s Global Business Group, says the company is driving massive user engagement through AI recommendations, noting that businesses using Advantage+Sales Campaigns have seen an average 22% increase in ad performance . On average, ad campaigns using these genAI features have seen 11% higher clickthrough rates and a 7.6% higher conversion rate compared with those that don’t use the tools. While Meta strengthens its technical abilities, we’re devising creative ways to make social more searchable , shoppable  and “omni-funnel” for brands every day.   Consumers are spending on Meta – are you? For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

How brands need to adapt their search strategy to outrank and outsell in 2025 Photo by Solen Feyissa Raise your hand if you've used ChatGPT, Claude, or another generative AI tool in the last week. Looks around for hands We don't need to tell you that AI is transforming the way we search for information and overhauling paid search advertising, as well. While generative AI chatbots like ChatGPT and Perplexity challenge Google's long-held search dominance, Google is keeping pace with a flurry of new developments  like AI Overviews in search results, Multimodal AI, Gemini, Meridian , and PMAX, just to name a few.    What does all of that mean -- better yet, what are the most important parts for brand marketers to know?   Our paid search advertising experts have broken down a few key developments that can help brands run more cost-effective and fruitful ad campaigns today. Why is my CTR suddenly dropping? 4 ways search marketers should adapt to AI Overviews CTR alone is no longer the best metric Performance Max (PMAX) Test different ad formats Partner with a strong SEO team for organic The rise of Reddit PMAX pumps up Demand Gen demands attention Search goes way beyond Google Why is my CTR suddenly dropping? Google AI Overviews (AIOs) are fundamentally altering search result layouts. Recent research  confirms a significant shift in search behavior: both organic and paid CTRs have reached historic lows, especially for queries featuring AIOs. AIOs contribute to "zero-click" searches, where users get answers directly in the search results, reducing website visits.   While CTRs drop, search marketing remains critical for brand authority, trust, and engagement. Success will be measured by visibility, AI-driven search presence, and multi-touch attribution rather than just clicks.   Here are 4 ways search marketers should adapt to AI Overviews:   1. CTR alone is no longer the best metric.  Brand impression share  should be a primary KPI  in non-conversion campaigns and a secondary KPI  in conversion campaigns. Conduct brand lift studies with partners like Google, Nielsen, or Lucid; and evaluate search-assisted conversions via GA4 and multi-touch attribution .   2. Leverage Google's AI-powered tools like Performance Max (PMAX) to align with user intent. High-impact formats like PMAX optimize across Google's entire ecosystem, not just traditional search placements. Our clients see optimal results when deploying multiple campaigns with robust creative assets  and comprehensive audience data.    3. Test different AI-optimized ad formats to maintain visibility.  While AI Overviews don’t allow direct ad placement, Google says other formats like PMAX and Shopping Ads can still be included in AIOs if they're aligned with the searcher's intent. Additionally, Google's Demand Gen campaigns deliver immersive, discovery-focused ads designed for upper-funnel objectives.    4. Partner with a strong SEO team for organic search.  Along with your paid search initiatives, it's equally important to adapt your organic search strategy to optimize for visibility in an low-click environment. SEOs should optimize content for AIO inclusion, track organic traffic using Google Analytics, and monitor AIO presence with ZipTie or Seer's Generative AI tracker. The rise of Reddit Early data shows Reddit   emerging as a strategic alternative to traditional search engines. According to Similarweb data, Reddit's Google-referred traffic has increased by 40% year-over-year. This growth has enhanced the appeal of Reddit's advertising platform, particularly for brands seeking to connect with high-intent audiences actively discussing products and services. PMAX pumps up Google's Performance Max (PMAX) continues to evolve, with new user controls addressing previous concerns about automation. Our clients see optimal results when deploying multiple campaigns with robust creative assets and comprehensive audience data. However, it's crucial to note that human oversight remains essential for achieving peak performance. While PMAX offers sophisticated automation capabilities, successful campaigns require strategic input and monitoring from experienced marketing professionals who can fine-tune parameters and ensure alignment with brand objectives. Demand Gen demands attention Google's Demand Generation campaigns are also gaining traction as a vital tool for driving upper-funnel engagement. This format delivers immersive, discovery-focused ads across multiple Alphabet properties including YouTube Shorts, Discover, and Gmail. Campaigns are specifically designed to optimize for awareness and consideration metrics, making them particularly attractive for businesses looking to expand their reach and build brand equity. Early adopters of Demand Gen   report impressive engagement rates, with particularly strong results when campaigns incorporate high-quality video assets and curated image collections. Their success underscores the importance of investing in diverse creative assets to maximize campaign effectiveness.   And remember: Paid search advertising goes way beyond Google Social media platforms like TikTok and retailers like Amazon are now the preferred search engines for many Gen Z consumers, so social-search  and retail-search   must  be part of your integrated media strategy to reach them effectively. While these tools offer powerful optimization capabilities, success in using them still hinges on human direction and high-quality data inputs.   Fortunately, we're all stocked up on both. Imagine what we could do for your brand? For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Supplement brand meets searchers on Reddit and other forums where Americans increasingly seek health info from peers In Q4 of 2024, research-backed supplement brand Theralogix and its agency partner Exverus Media effectively reached and engaged millions of Americans seeking health information via Google searches and Meta, plus an exciting, new channel: Reddit! Reddit is an increasingly popular place for consumers and patients to seek answers about health conditions, wellness tips, specific brands and more for its relatable, peer-to-peer nature. The site’s high trustworthiness is particularly attractive for women seeking info about their health, which has historically been under-researched, underfunded, and misunderstood by the mainstream medical community. “We’re joining the conversation by establishing a presence in spaces where consumers already share info with their peers on social media", says Exverus Media Director Georgia Schreiner. From September to December 2024, the Exverus Media team (led by 2023 AdAge Media Planner of the Year Georgia Schreiner) ran a full-funnel media plan integrating Paid Search & Social to educate new consumers actively searching for answers and shopping for solutions Theralogix can help with. These include common nutritional needs like fertility and metabolism, uterine health, and reproductive health. “In 2023, the Theralogix media strategy was fully focused on conversion, so in 2024, we recommended a channel mix promoting brand discovery, health education, and product consideration all at once”, says Schreiner. “We’re joining the conversation by establishing a presence in spaces where consumers already share info with their peers on social media." As a result, Theralogix saw +33% increase in website traffic over the previous quarter and +634% increase in cross-network search! Most importantly, Q4 saw +32% growth in Shopify sales and +12% increase in Amazon sales vs baseline. That’s a quick lift! About Theralogix Theralogix raises the bar when it comes to premium, research-backed nutritional supplements. Every product is independently certified by NSF® International for content accuracy and freedom from contaminants. Theralogix has been a top physician-recommended brand for over two decades. For more information about Ovasitol and other products, visit theralogix.com. About Exverus Media Founded in 2014, Exverus 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. Named for the Latin phrase "from the truth", Exverus is dedicated to transparency and long-term client trust. Learn more at  exverus.com .

Predictive analytics and big-picture insights make media mix modeling tools invaluable to brand marketers of all industries in 2025. Can you predict the outcome of your brand marketing campaigns? Without the proper measurement tools, your media plan could feel like a (very expensive) shot in the dark. A 2022 McKinsey Global Survey found that only 17% of companies believe they can effectively measure marketing's impact on business outcomes. And with so many different retailers and media networks to reach customers, measuring the impact of your spending across platforms can be a nightmare!   Fortunately, a suite of media mix modeling tools has recently emerged to help solve those problems more quickly and accurately. What is media mix modeling? Media mix modeling , also known as marketing mix modeling (MMM), is a sophisticated analytical method that provides a comprehensive, data-driven understanding of how different marketing channels contribute to overall brand growth. Unlike user-level attribution, MMM uses aggregated data to evaluate the effectiveness of different marketing channels while maintaining privacy compliance. Media Mix Modeling offers a comprehensive, data-driven understanding of how different marketing channels contribute to overall brand growth. For CPG brands navigating an increasingly complex digital landscape, MMM is no longer a luxury—it's a strategic imperative. How does AI power MMM? In the first month of 2025, several announcements have already brought new MMM solutions to the forefront, all led by AI . AI is revolutionizing MMM in several key ways, making it more accurate, efficient, and insightful. Here's how:   1. Handling Complex Data AI excels at processing massive datasets, including diverse data types like online behavior, social media sentiment, CRM data, and even weather patterns. This allows MMM to incorporate a wider range of factors influencing marketing performance. Traditional MMM often struggles with complex, non-linear relationships between marketing inputs and outcomes. AI, particularly machine learning, can model these intricate relationships more effectively, leading to more accurate results.     2. Improved Accuracy and Insights AI employs sophisticated algorithms like neural networks and Bayesian methods to identify patterns and relationships that traditional statistical methods might miss. This leads to more precise estimations of marketing channel effectiveness. AI can analyze data at a more granular level, providing insights into specific customer segments, campaigns, and even individual touchpoints. This allows marketers to understand which tactics are working best for whom and optimize accordingly.    A study by Forrester Research indicates that AI-driven marketing tools can improve marketing efficiency by up to 40%, with predictive analytics significantly increasing conversion potential. 3. Enhanced Efficiency and Speed AI automates many aspects of MMM, from data cleaning and preprocessing to model building and interpretation. This significantly reduces the time and resources required for MMM analysis.  AI enables real-time or near real-time MMM, allowing marketers to adjust campaigns on the fly based on the latest data and insights. This agility is crucial in today's dynamic marketing environment.     4. Predictive Capabilities   AI can be used to forecast the impact of future marketing campaigns, enabling marketers to make data-driven decisions about budget allocation and channel selection.  AI facilitates scenario planning by simulating the potential outcomes of different marketing strategies. This helps marketers identify the most promising approaches and mitigate risks.     5. Overcoming Limitations of Traditional MMM  AI can more accurately model the long-term impact of marketing activities, such as brand building, by capturing adstock and carryover effects and can help address the complex challenge of attributing marketing outcomes to specific touchpoints across the customer journey.   What is the difference between MMM and MTA? Media mix modeling (MMM) analyzes how various marketing elements collectively impact sales or other KPIs, while multi-touch attribution (MTA) identifies the specific contribution of each touchpoint in the customer journey. MMM relies on historical, aggregated data (like campaign budgets or overall sales figures) while MTA needs more granular, real-time data on individual user interactions. Learn more about how and when to use each analysis method below: What are the best media mix modeling tools? As with most things, it depends - on your needs, budget, and level of technical skill. Recent innovations in MMM tools are making it easier for advertisers to approach and understand statistical regression models. Keen Decision Systems Take, for example, the collaboration between retail data aggregator Crisp and MMM platform Keen Decision Systems. This partnership represents a significant leap forward, enabling CPG marketers to combine daily, store-level data from multiple retailers with advanced modeling techniques. The result? The ability to plan, measure, and adjust budget allocations in real-time with unprecedented precision. Resonate Insights Another standout tool our own analysts love is Resonate, an AI-powered data platform that goes beyond traditional analytics. By combining consumer data with machine learning, Resonate provides robust audience insights that go far deeper than surface-level demographics. Google's Meridian Meridian is an open-source MMM tool that measures full-funnel performance, integrating incrementality experiments, controlling for organic demand with the inclusion of search query volume data, and making video measurement more actionable by modeling reach and frequency. Meta's Robyn Finally, Robyn is an experimental, machine learning-powered, open-sourced MMM package from Meta Marketing Science. These sophisticated tools do more than just collect data—they illustrate the intricate interconnectivity between media channels. By leveraging advanced algorithms and comprehensive data sets, marketers can now confidently justify every marketing dollar spent, transforming what was once a guessing game into a strategic, measurable process. And couldn't we all use a little more peace of mind these days? To ask our media experts how MMM or MTA can help manage your brand's ad budget more efficiently, shoot us a note using the form below! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

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

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

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

Digital shopping persists via Instagram, Pinterest, and experiential activation A couple of years ago, we predicted in a MediaPost op-ed that social commerce would soon take off in America despite its slow start, and boy, were we right! TikTok Shop alone drove $100 million in 2024 Black Friday sales, tripling its performance from the previous year according to eMarketer data . This success demonstrates how social platforms can effectively compress the traditional customer journey, enabling instant purchases at the moment of discovery . And the future of social commerce still looks bright, even as various platforms come and go, as they inevitably will. Let's take a look at some of the  other  players with exciting, new developments in the space: Instagram reigns supreme for affiliate-driven sales Don't sleep on Pinterest for full-funnel campaigns Experiences bring brands to life Plus: Creators' relatability sells Social commerce predictions for 2025 Instagram reigns supreme for affiliate-driven sales Instagram has established itself as the premier platform for affiliate marketing , with its visual-first format proving particularly effective for driving product sales. The platform's Reels and Stories features, when combined with strategic affiliate link placement through stickers or bio links, create powerful conversion opportunities, as confirmed by recent research . Brands are finding the most success by implementing full-funnel measurement strategies that track both awareness metrics and direct sales impact. How mobile commerce builds brand loyalty Don't sleep on Pinterest for full-funnel campaigns While everyone’s talking about potential changes at TikTok and Meta, Pinterest  has been quietly building an empire. Shoppable Pins, cutting-edge visual search, and AI-powered campaign features are driving serious results for product-based brands. Our clients' 2024 holiday campaigns on Pinterest knocked it out of the park, and we weren't alone - major celebrities and blue-chip brands jumped on board with their own shoppable gift guides. Mobile advertising tips for brands Experiences bring brands to life Think beyond the screen! Experiential marketing and social commerce are a match made in heaven. Here's why: If you create a memorable, immersive pop-up or event, your Gen Z and millennial audience will do the heavy lifting for you - sharing their experiences organically across social media. That means free exposure and genuine brand loyalty that you just can't buy. See some good examples we’ve done below: Experiential Marketing Examples And remember: Creators' relatability sells Even if you’ve got a rockstar creative team running your brand's social channels, consumers are more likely to trust creators they personally connect with. The key to driving sales? Partner with social creators who can authentically weave your product into their daily content. When followers see their favorite creators genuinely using and loving your product, they can picture themselves doing the same. Don't just look for the biggest influencer -- look for the ones whose audience most closely matches your target, even if it's small. Sometimes micro- or nano-influencers are even more relatable to consumers than the big ones. No need to waste your budget delivering ads to people with no need for your product or service. The winning formula is simple: find the right creator partnerships, let them showcase your product naturally, and create a clear, easy path to purchase . That's how you turn social engagement into sales! Social commerce predictions for 2025 Looking ahead, we're predicting brands will win big when they combine: Enhanced AI-powered personalization in social shopping experiences Greater integration of augmented reality (AR) for product visualization Expanded live shopping capabilities across platforms Improved analytics tools for tracking cross-platform commerce performance Social commerce isn't just another marketing trend - it's a fundamental shift in how people shop. Brands that get it right are the ones thinking beyond traditional e-commerce and meeting their customers where they already are: scrolling, sharing, and ready to shop on their favorite social platforms. At Exverus, we’re going beyond buying social ads in 2025 – we're creating experiences that bring people together, building authentic connections, and turning social engagement into lasting customer relationships. Want to learn how your brand can do the same? Let's talk! For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.

Audio expands with fresh opportunities in retail media & in-game ads Audio advertising was by far the fastest-growing media channel of 2024, showing a remarkable 36.4% year-over-year growth according to IAB's Internet Advertising Revenue Report. At Exverus, we've been riding this wave of innovation, helping our clients become pioneers in the programmatic audio space. And our ingenuity has paid off! By securing 100% share of voice for two forward-thinking clients, we've witnessed firsthand how precise audience targeting and sophisticated measurement capabilities can dramatically expand brand awareness. The ability to track metrics like completion rates, frequency, and attribution has transformed audio from a traditional awareness channel into a data-driven powerhouse. What is digital audio advertising? How does podcast advertising work? Who's building audio integrations in 2025? Why brands should try digital audio advertising What is digital audio advertising? Digital audio advertising is the strategic delivery of brand messages through streaming sound waves, leveraging the intimate nature of audio content (usually music or podcast) consumption across connected devices. Unlike traditional radio spots, these ads use real-time data signals and interest-based targeting to reach listeners in highly personal moments - whether they're powering through a workout playlist, focusing on a gaming session, or cooking dinner to a podcast. It's sound with intention, precision, and measurability , enabling brands to become part of the soundtrack of their audience's daily digital experiences. How does podcast advertising work? While some ad buys are still made directly through Spotify or other streaming platforms, audio ad inventory is increasingly bought programmatically -- that is, through automated placements by audio supply-side-platforms (SSPs) like iHeartRadio and demand-side-platforms (DSPs) like Basis Technologies. Learn more about the advantages of programmatic audio buying here Who's building audio integrations in 2025? This year, audio is converging with other channels to create entirely new opportunities for brands. Two groundbreaking developments are reshaping the way we think about digital audio advertising: Retail media gets audible The retail media revolution has found its voice – literally. Lowe's recent introduction of in-store audio advertising to its retail media network (RMN) marks a significant evolution in the space. This innovation allows brands to reach shoppers at the precise moment of decision-making, creating a direct line of communication when purchase intent is at its peak. Imagine if customer browsing the tools section could hear a strategically timed message about your premium paint brand. These contextually relevant audio messages can influence purchasing decisions in real-time, adding a powerful new dimension to retail media strategies. Early tests have shown promising results, with brands reporting increased consideration and sales lift from these targeted in-store audio campaigns. We foresee more RMNs to follow the example in 2025! Retail media networks in 2025: Full-funnel marketing Gaming goes sonic In-game advertising is also integrating auditory elements! The partnership between mobile gaming giant Voodoo and UK-based adtech company AudioMob represents a breakthrough in how brands can engage with the massive gaming audience. According to Newzoo's Global Games Market Report, mobile gaming accounts for over 50% of the gaming market, presenting an enormous opportunity for advertisers. What makes this partnership particularly innovative is its non-intrusive approach. Rather than interrupting gameplay with video ads, audio messages play seamlessly in the background. This respects the user experience while maintaining high engagement rates – a win-win for both brands and gamers. Why brands should try digital audio advertising These new integrations are more than just shiny objects; they represent a fundamental shift in how brands can connect with their audiences. Here's why brands should care: Heightened Purchase Intent Retail audio ads reach consumers when they're already in buying mode, making them particularly effective for driving conversions. Effective Targeting Programmatic capabilities allow for precise audience targeting based on demographics, behavior, and real-time context. Brand Safety Audio environments (including in-store retail and in-game) offer sonic branding opportunities in enjoyable, brand-safe contexts, addressing a key concern for many advertisers. Measurable Impact Advanced analytics provide clear insights into campaign performance, helping brands optimize their audio strategies in real-time. These innovative partnerships offer brands new ways to stand out from the crowd and build memorable connections with their audience. Whether it’s the practical immediacy of in-store ads or the immersive potential of in-game audio, the possibilities are vast. At Exverus, we’re passionate about helping brands navigate these emerging channels to drive measurable results. Let’s explore how audio could amplify your next paid media campaign in 2025. For more ad buying news and tips, join our free, weekly Paid Media Insights  newsletter.