Ovative Group

You don't need a TV ad to own a Super Bowl moment. During the biggest sports moment of the year, American Eagle Outfitters Inc. wanted to show up authentically within Gen Z culture. When Bad Bunny was announced for halftime, Ovative saw an opening: 𝘀𝗽𝗼𝗻𝘀𝗼𝗿 𝗦𝗽𝗼𝘁𝗶𝗳𝘆'𝘀 "𝗟𝗮𝘁𝗶𝗻 𝗛𝗶𝘁 𝗠𝗶𝘅" 𝗽𝗹𝗮𝘆𝗹𝗶𝘀𝘁, contextually timed to his performance and targeted to reach his fanbase directly. No linear in-game spot required, just a fraction of the cost and a much sharper cultural fit. The result was a 𝟱𝟬𝘅 𝗿𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝘁𝗵𝗲 𝗺𝗲𝗱𝗶𝗮 𝘀𝗽𝗲𝗻𝗱, with the strongest iROAS American Eagle has seen from a Spotify placement to date. Big spend isn't the same as smart spend. Our media experts know how to find the moments that matter, and 𝗺𝗮𝗸𝗲 𝗲𝘃𝗲𝗿𝘆 𝗱𝗼𝗹𝗹𝗮𝗿 𝘄𝗼𝗿𝗸 𝗵𝗮𝗿𝗱𝗲𝗿 inside them. Learn more: https://bit.ly/4fdAvIx

A covered-up Levi's logo. A faceless German tourist. Neither had a media plan, and both broke the internet. This July, the biggest wins aren't always the ones brands can plan for. 𝙏𝙝𝙚𝙮'𝙧𝙚 𝙩𝙝𝙚 𝙤𝙣𝙚𝙨 𝙗𝙧𝙖𝙣𝙙𝙨 𝙖𝙧𝙚 𝙧𝙚𝙖𝙙𝙮 𝙛𝙤𝙧. In this month's download from Ovative's Influencer team: ✔️ The World Cup moments turning into real cultural wins ✔️ The creators proving fresh formats beat polish ✔️ How "Escape Culture" is turning the scroll into a launchpad for real life ✔️ The new Meta tools reshaping ownership for creators and audiences Save it. Share it. Then check out the full report: https://bit.ly/3SRrwnE

Can audio streaming move the needle for a telecom brand? Boost Mobile proved it can. Boost Mobile partnered with Ovative Group and Spotify Ad Exchange to reach in-market device buyers through programmatic audio and video. By using Spotify's first-party data to build targeted audiences and delivering across both audio and video formats, the brand reached buyers throughout their day, not just when they were looking at a screen. The result? 𝟯𝟱% 𝗺𝗼𝗿𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁 𝗰𝗼𝘀𝘁 𝗽𝗲𝗿 𝗼𝗳𝗳𝗹𝗶𝗻𝗲 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 and 𝟯𝟬% 𝗺𝗼𝗿𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁 𝗰𝗼𝘀𝘁 𝗽𝗲𝗿 𝗼𝗻𝗹𝗶𝗻𝗲 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 versus the overall audio average. See how we made it happen: https://bit.ly/3RWLGvW

Prime Day just told us a lot about how #holiday2026 is going to go. AI has gone from informing to converting. Essentials are outperforming discretionary categories. And, softness after major promotional windows isn't a red flag, it's a pattern smart brands plan for in advance. Swipe to see what this means for your holiday strategy. If you're not sure where your brand fits in, let's talk: https://bit.ly/4vOoE9y

Your customers are starting to use AI to shop. 𝙄𝙨 𝙮𝙤𝙪𝙧 𝙗𝙧𝙖𝙣𝙙 𝙨𝙝𝙤𝙬𝙞𝙣𝙜 𝙪𝙥? AI shopping is one of the fastest-growing AI use cases. Agentic commerce is projected to grow 7x by 2029. And Google just made AI search measurable for the first time. The brands that act now will be the ones winning when adoption hits. In this month's trend update from Ovative's search team: 1️⃣ Traditional search leads, but 𝘼𝙄 𝙞𝙨 𝙘𝙡𝙤𝙨𝙞𝙣𝙜 𝙩𝙝𝙚 𝙜𝙖𝙥 2️⃣ Search dominates AI use cases, but 𝙨𝙝𝙤𝙥𝙥𝙞𝙣𝙜 𝙞𝙨 𝙣𝙚𝙭𝙩 3️⃣ Agentic commerce will 𝙨𝙘𝙖𝙡𝙚 𝙛𝙖𝙨𝙩𝙚𝙧 than consumers think 4️⃣ Brands are getting 𝙢𝙤𝙧𝙚 𝙘𝙤𝙣𝙩𝙧𝙤𝙡 over AI shopping optimizations 5️⃣ AI search is getting 𝙢𝙤𝙧𝙚 𝙢𝙚𝙖𝙨𝙪𝙧𝙖𝙗𝙡𝙚 Have questions about what this means for your brand? Connect with our search experts: https://bit.ly/4oTOIxc

Cannes wasn't about the best ad this year. It was about whether marketers can prove their value to the CFO. Ovative was on the ground all week. The sessions that mattered most centered on CFO alignment, leading indicators that predict sales months out, and an AI shift that's dismantling how paid search has worked for two decades. The organizations building measurement infrastructure now will have a real head start. We broke down the insights worth acting on: https://bit.ly/3QLWIE2

The best conversations at #CannesLions happen off stage. We've had a great time connecting with partners and clients, including Google, Meta, Aerie, TikTok, and The Trade Desk. Two themes kept coming up. Measurement conversations have moved up the org chart, with CFOs asking for a model, not a metric. And AI is reshaping how demand is formed, not just captured. Watch for our full breakdown on what marketers need to know from #Cannes2026 coming soon.

41% of consumers now consider streaming and social video as watching TV. 𝙎𝙤 𝙬𝙝𝙮 𝙖𝙧𝙚 𝙗𝙧𝙖𝙣𝙙𝙨 𝙨𝙩𝙞𝙡𝙡 𝙥𝙡𝙖𝙣𝙣𝙞𝙣𝙜 𝙩𝙝𝙚𝙢 𝙨𝙚𝙥𝙖𝙧𝙖𝙩𝙚𝙡𝙮? The strongest brand equity strategies treat Audio Streaming, Linear TV, CTV, and YouTube as one connected system, not competing budget lines. When you design around the full video and audio experience, fragmentation becomes an advantage. That's why, through our 𝙀𝙈𝙍 𝙋𝙤𝙬𝙚𝙧 𝙍𝙖𝙣𝙠𝙞𝙣𝙜𝙨, we're revealing the top four 𝘽𝙧𝙖𝙣𝙙 𝘽𝙪𝙞𝙡𝙙𝙚𝙧𝙨: channels proven to grow brand equity at scale. Swipe to see the reveal, then check out the complete breakdown: https://bit.ly/4g0WkvH

The south of France has good weather. And now it has Ovative. Ovative is at #CannesLions this week, taking in the energy of activations from Meta, YouTube, Criteo, Reddit, and more. Topics we're paying attention to? AI with purpose over hype, the sophistication of the creator economy, retail media incrementality, brandformance, and more. What conversations are you having at Cannes this year?

YouTube is the single largest streaming destination in American living rooms. 𝙔𝙤𝙪𝙧 𝙗𝙪𝙙𝙜𝙚𝙩 𝙥𝙧𝙤𝙗𝙖𝙗𝙡𝙮 𝙙𝙤𝙚𝙨𝙣'𝙩 𝙧𝙚𝙛𝙡𝙚𝙘𝙩 𝙩𝙝𝙖𝙩. 60% of YouTube watch time now happens on TV screens. 𝙉𝙚𝙖𝙧𝙡𝙮 𝙩𝙬𝙤 𝙩𝙝𝙞𝙧𝙙𝙨 𝙤𝙛 𝙎𝙝𝙤𝙧𝙩𝙨 𝙪𝙨𝙚𝙧𝙨 𝙙𝙤𝙣'𝙩 𝙤𝙫𝙚𝙧𝙡𝙖𝙥 𝙬𝙞𝙩𝙝 𝙈𝙚𝙩𝙖 𝙤𝙧 𝙏𝙞𝙠𝙏𝙤𝙠 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚𝙨. The audience is there, growing, and is genuinely incremental to everything else in your mix. But most brands are still buying YouTube like it's a secondary social channel rather than the living room takeover it's become. And YouTube isn't the only channel being underestimated. 𝙈𝙚𝙩𝙖 𝘽𝙧𝙖𝙣𝙙 𝘼𝙬𝙖𝙧𝙚𝙣𝙚𝙨𝙨 𝙞𝙨 𝙤𝙪𝙩𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙞𝙣𝙜 𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙖𝙣𝙘𝙚 𝙘𝙖𝙢𝙥𝙖𝙞𝙜𝙣𝙨 on new customer acquisition. And Affiliate Content Publishers, still treated by most brands as a coupon-and-cashback afterthought, are driving 16% of all ecommerce orders with 21% higher AOVs. The brands winning on YouTube, Meta, and Affiliate are winning customers they can't find anywhere else. Our latest article breaks down how to be one of them: https://bit.ly/4aZwSmK