Ovative Group

94% of US adults stream audio every month. And, Meta reaches 81% of US adults. 𝙏𝙝𝙚𝙨𝙚 𝙖𝙧𝙚 𝙩𝙬𝙤 𝙤𝙛 𝙩𝙝𝙚 𝙩𝙤𝙥 𝙛𝙤𝙪𝙧 𝙚𝙣𝙩𝙚𝙧𝙥𝙧𝙞𝙨𝙚 𝙧𝙚𝙫𝙚𝙣𝙪𝙚 𝙙𝙧𝙞𝙫𝙚𝙧𝙨. Through our 𝙀𝙈𝙍 𝙋𝙤𝙬𝙚𝙧 𝙍𝙖𝙣𝙠𝙞𝙣𝙜𝙨, we rank 20 major paid media channels by actual enterprise return. Not clicks, not impressions. Return. Four channels rose to the top as 𝙀𝙣𝙩𝙚𝙧𝙥𝙧𝙞𝙨𝙚 𝘾𝙖𝙨𝙝 𝘾𝙤𝙬𝙨, driving the most enterprise sales. These are the channels reaching consumers across generations, mindsets, and every stage of the purchase journey. The lineup might shift how your brand invests. Swipe to see the full reveal, then read the complete breakdown: https://bit.ly/3RNLHSY

Rooftop views. Real talk. Retail media experts who get it. That was our happy hour Tuesday night with Attain and the Chicago Chapter of Retail Media Meetup. Retail media is moving fast, and the people building it don't always get the chance to slow down and compare notes. Turns out, when you give them the space to do that, the conversation doesn't stop. We're already looking forward to the next one. Let us know if you want to come in the comments👇

Google announced two updates enabling AI search performance visibility. 𝙃𝙚𝙧𝙚'𝙨 𝙤𝙪𝙧 𝙝𝙤𝙣𝙚𝙨𝙩 𝙩𝙖𝙠𝙚. For the first time, you can see how your brand shows up across AI Mode, AI Overviews, and Gemini. Beta AI shopping insights are coming to Merchant Center. Organic performance data is being rolled out in Search Console. The industry has been asking for this transparency, and Google is delivering. But the data isn't deep enough yet. Merchant Center shows impressions only. Search Console adds some breakdowns, but real gaps remain across both. Our recommendation: request Merchant Center beta access from your Google Ads rep and check Search Console now. Then, use tools like seoClarity and ArcAI to track prompt-level visibility, AI-referred traffic, and conversion to understand impact. Swipe for the full breakdown. Our search experts can show you exactly where your brand stands in AI search today. Contact us: https://bit.ly/3QoIN6z

TikTok, Meta, Google, and Audio Streaming are running the internet. 𝘼𝙧𝙚 𝙮𝙤𝙪 𝙧𝙪𝙣𝙣𝙞𝙣𝙜 𝙩𝙝𝙚𝙢 𝙩𝙤𝙜𝙚𝙩𝙝𝙚𝙧? Meta just surpassed Google in global ad revenue. Social drives more than 60% of product discovery. The demand is there. But most brands are capturing far less of it than they should. Each channel gets its own budget, team, and target. The problem is that no one is asking which combination is actually moving consumers. The brands pulling ahead aren't just buying better on each platform. 𝙏𝙝𝙚𝙮'𝙧𝙚 𝙗𝙪𝙞𝙡𝙙𝙞𝙣𝙜 𝙖 𝙨𝙮𝙨𝙩𝙚𝙢 𝙬𝙝𝙚𝙧𝙚 𝙚𝙖𝙘𝙝 𝙘𝙝𝙖𝙣𝙣𝙚𝙡 𝙢𝙖𝙠𝙚𝙨 𝙩𝙝𝙚 𝙤𝙩𝙝𝙚𝙧𝙨 𝙢𝙤𝙧𝙚 𝙚𝙛𝙛𝙚𝙘𝙩𝙞𝙫𝙚. We break down exactly how: https://bit.ly/4enlAL7

Retail media's measurement problem isn't a data problem. It's a trust problem. At EMARKETER's Ad Buyer Strategies Summit, Ovative's Steve Baxter said it best: "There’s mistrust between retail media buyers and sellers due to confusion around metrics. Ad dollars are up for grabs, and they'll flow on the rails of trust." The industry has been debating iROAS methodology long enough. The brands winning right now aren't waiting for standardization; they're building their own normalized measurement frameworks and making faster, smarter decisions. At Ovative, that's exactly how we help clients move from measurement confusion to confident action. Read the full article: https://bit.ly/4vny5vZ

We were on the ground at #GoogleMarketingLive 2026. Here's what actually mattered 🎯 The message was clear: 𝘼𝙄 𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙖𝙣𝙘𝙚 𝙨𝙘𝙖𝙡𝙚𝙨 𝙬𝙞𝙩𝙝 𝙙𝙖𝙩𝙖 𝙦𝙪𝙖𝙡𝙞𝙩𝙮. Every keynote and session pointed to the same truth. The brands pulling ahead aren't the ones with the biggest budgets; they're the ones feeding AI better inputs. And, our own Jesse Grittner even took the stage to break down what's working on YouTube right now. We turned it all into six #GML26 takeaways you can actually use. View the full recap: https://bit.ly/4uOtnaM

The conversations that actually shape retail media don't happen in decks. They happen over drinks, between people who are in it every day and willing to be honest about what's working—and what's not. So next Tuesday, we're hosting a happy hour on our rooftop with Attain and the Chicago Chapter of Retail Media Meetup. Space is filling up quickly. Register: https://bit.ly/4uGnqgb

In recognition of AAPI Heritage Month, our latest #PerspectiveSeries welcomed Dipankar Mukherjee, Artistic Director of the Pangea World Theater. Dipankar offered a thoughtful perspective on the importance of art, shaped by his experience directing theatre all over the world. Our favorite insights included: ◼️ There is power in seeing possibilities instead of limitations. ◼️ We make the agenda; the agenda cannot make us. ◼️ Integrity cannot be bought regardless of the check. This conversation left our team feeling energized to reconsider the context in which we see things. Thank you, Dipankar, for inspiring our team! Learn more about our #PerspectiveSeries and Elevate, our best-in-class leadership and development program: https://bit.ly/4nU5f3Y

Ovative's Jesse Grittner, SVP of Growth, took the stage at #GoogleMarketingLive this week alongside Google's Erik Dombrowski and DEPT®'s Sam Huston to talk about what it really takes to drive performance on YouTube today. What he covered: ▪️𝙎𝙞𝙜𝙣𝙖𝙡 𝙨𝙩𝙧𝙚𝙣𝙜𝙩𝙝 𝙞𝙨 𝙩𝙝𝙚 𝙛𝙤𝙪𝙣𝙙𝙖𝙩𝙞𝙤𝙣 of every strong full-funnel YouTube strategy. ▪️Combine audience insights, brand strategy, creators, and AI to 𝙥𝙧𝙤𝙙𝙪𝙘𝙚 𝙢𝙤𝙧𝙚 𝙘𝙧𝙚𝙖𝙩𝙞𝙫𝙚, 𝙛𝙖𝙨𝙩𝙚𝙧, 𝙖𝙣𝙙 𝙖𝙩 𝙖 𝙡𝙤𝙬𝙚𝙧 𝙘𝙤𝙨𝙩, so more budget goes toward working media. ▪️𝙔𝙤𝙪 𝙙𝙤𝙣'𝙩 𝙣𝙚𝙚𝙙 𝙣𝙚𝙬 𝙖𝙨𝙨𝙚𝙩𝙨 𝙩𝙤 𝙬𝙞𝙣 𝙤𝙣 𝙔𝙤𝙪𝙏𝙪𝙗𝙚: a leading specialty retail client repurposed existing Meta creative into Demand Gen and saw stronger ROAS and higher CTR immediately. ▪️Creator content is the biggest opportunity brands are leaving on the table. A women's apparel client saw 9–10%+ performance lifts just by 𝙞𝙣𝙩𝙚𝙜𝙧𝙖𝙩𝙞𝙣𝙜 𝙘𝙧𝙚𝙖𝙩𝙤𝙧 𝙖𝙙𝙨 𝙞𝙣𝙩𝙤 𝘿𝙚𝙢𝙖𝙣𝙙 𝙂𝙚𝙣. Full-funnel YouTube isn't the future. It's right now. Read our full GML recap: https://bit.ly/42SppBH

Google Marketing Live 2026 just wrapped, and the message was clear: AI is no longer a feature. It's the foundation. We broke down the 6 biggest takeaways for advertisers and what you should actually do about them: ▪️ Data strength is the new performance edge, and 𝙗𝙚𝙩𝙩𝙚𝙧 𝙨𝙞𝙜𝙣𝙖𝙡𝙨 𝙢𝙚𝙖𝙣 𝙗𝙚𝙩𝙩𝙚𝙧 𝘼𝙄 𝙙𝙚𝙘𝙞𝙨𝙞𝙤𝙣𝙨. ▪️ 𝘼𝙜𝙚𝙣𝙩𝙞𝙘 𝘾𝙤𝙢𝙢𝙚𝙧𝙘𝙚 𝙞𝙨 𝙘𝙡𝙤𝙨𝙞𝙣𝙜 𝙩𝙝𝙚 𝙜𝙖𝙥 between search and purchase. ▪️ Ad serving in AI Mode and AI Overviews is expanding, and 𝘼𝙄 𝙈𝙖𝙭 𝙞𝙨 𝙮𝙤𝙪𝙧 𝙖𝙘𝙘𝙚𝙨𝙨 𝙥𝙤𝙞𝙣𝙩. ▪️ New AI creative tools give advertisers more control 𝙬𝙞𝙩𝙝𝙤𝙪𝙩 𝙨𝙡𝙤𝙬𝙞𝙣𝙜 𝙙𝙤𝙬𝙣 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙞𝙤𝙣. ▪️ YouTube is becoming a 𝙛𝙪𝙡𝙡-𝙛𝙪𝙣𝙣𝙚𝙡 𝙥𝙚𝙧𝙛𝙤𝙧𝙢𝙖𝙣𝙘𝙚 𝙚𝙣𝙜𝙞𝙣𝙚. ▪️ New tools are available to manage 𝙘𝙤𝙢𝙢𝙚𝙧𝙘𝙚 𝙖𝙩 𝙨𝙘𝙖𝙡𝙚. The brands that pull ahead will be the ones that feed the machine well: better data, stronger feeds, and smarter bidding inputs. Read our full recap: https://bit.ly/49a9SAQ