Why Exverus’ head of strategy is marrying performance with brand in programmatic

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’t necessarily direct response channels.

“Where the industry is going, what we’re seeing from all of our marketing clients is that they’re being held to increasingly revenue-focused metrics,” Talia Arnold, managing director at Exverus, said on stage at the Digiday Programmatic Marketing Summit in Palm Springs, California, on Wednesday. “How do we set up a measurement plan and KPIs that we can take action against and that go back to proving out a business outcome?”

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