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Op-Ed: It’s time to retire the marketing funnel | The Current

The advertising industry is quick to adopt new technological advances, but one dusty old artifact we’ve clung to for too long is the marketing funnel. In a world where consumer behavior is as unpredictable as it is varied, clinging to this outdated model is hindering our ability to connect with customers effectively. So it’s time to retire the funnel and embrace new models that can more accurately reflect the complexity of today’s market.
The traditional marketing funnel, born in 1924, offers a...

Digiday | Why Exverus' head of strategy is...

There’s been a pendulum swing in the marketing industry, where marketers who were overly focused on performance have started investing in brand building — via streaming, audio and experiential — to stand out in the crowded digital marketplace. This has meant updating KPIs and client expectations when it comes to measuring campaign effectiveness, which is exactly why independent boutique agency Exverus Media is reshaping what KPIs look like in streaming, audio and experiential channels that aren’...

Campaign US Media Planner/Buyer 2024: Tasha Day

Tasha Day, VP of media at Exverus, 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 18 years of media planning experience to her current role as VP, managing media strategy and operations across...

Marketing Brew: Reddit’s ads business

In late February, Reddit filed its official registration with the SEC ahead of its bid to go public, revealing new details about its ambitions as an ad platform.“Advertising is our first business, and advertisers of all sizes have discovered that Reddit is a great place to find high-intent customers that they aren’t able to reach elsewhere,” co-founder Steve Huffman wrote in a letter contained in the filing. With that said, he added, “advertising on Reddit is rapidly evolving, and we are still i...

Adweek Breakthrough Media Agency of the Year

Exverus means “from the truth” in Latin, and that phrase is at the heart of what the fast-growing media agency does for its clients.In less than a decade, Exverus has grown from a two-person shop to a 40-plus-person, full-service media agency that fosters relationships through its niche of supporting challenger brands.It’s a model for success that has earned the agency an ADWEEK Media Plan of the Year award six times and landed the agency on ADWEEK’s Fastest Growing Agencies list last year.

Exv...

This Ad Format Helped Stella & Chewy’s Reach Pet Parents

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X , a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

To raise brand awareness among pet parents, raw natural pet food company Stella & Chewy’s worked with media strategy agency Exverus Media and advertising experiences company PadSquad for a “Look of Raw Lo

Brand Knowledge Will Level Up Generative AI Search Marketing

As ChatGPT, Bard and AI-enhanced Bing have rolled out to the public, the question on every marketer’s mind has been, “When can we advertise in these results?”

OpenAI, Google and Microsoft have been tight-lipped about when these capabilities will be available, but they’ve certainly alluded to their future. Google has already provided examples of shopping results within its conversational AI-based chat feature, and OpenAI just launched ChatGPT Enterprise, so we know they’re coming.

All of us who

As Exverus Media creates its first AI chatbot, agencies wonder if they're ready for prime time

This week, Exverus Media and meat company John Soules Foods launched their first artificial intelligence chatbot to generate personalized recipes for shoppers — but how safe are consumer apps like this?

As part of John Soules’ larger rebranding effort, the campaign will integrate retail media networks, paid social and programmatic marketing to drive awareness of its meat products. With the AI chatbot recipe picker, people can plug in their preferences, including type of meat and caloric intake,

Exverus Media democratizes data and AI for small brands

The agency started Retail Media Partners, a programmatic trade desk and retail media division, last year to give big agency network-level retail media solutions to its small clients.

Exverus' boundary-breaking practices led to nine new client wins and 48% growth in 2022. The agency, which has 36 full-time employees, calls itself a “female-majority, minority-majority” shop helping to bring more inclusivity to the ad world.

This allows Exverus to give challenger brands a fighting chance against
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