Paid Media

Overdrive has appointed Alex Mathews as Senior Vice President of Media, bringing over a decade of performance media experience to lead the agency’s integrated media efforts across search, social, CTV, retail media, and emerging channels. Mathews will drive innovation through AI-powered optimization, analytics integration, and cross-channel strategy. His leadership reinforces Overdrive’s commitment to delivering measurable growth for clients in an evolving media landscape.

AI-Powered Campaigns Are Taking Over: Artificial intelligence is transforming digital advertising really fast. Major platforms like Google and Meta have introduced powerful tools like Performance Max and Advantage+, designed to automate nearly every aspect of ad buying. Marketers provide budget and goal inputs, and the algorithm determines everything from where to place the ads to how they’re shown—and even who sees them. This shift promises better performance, faster campaign launches, and reduced manual workload. For small and midsize businesses, it levels the playing field, enabling sophisticated targeting and ad delivery without the need for large in-house media teams. For larger advertisers, it offers the potential to scale efforts more efficiently across platforms.

Since launching in 2011, Snapchat’s evolved from a simple messaging platform into a robust advertising channel that brands use to connect with their audiences, mainly Gen Z and Millennials. Additionally, the platform has experienced significant revenue growth. In Q1 2024, SNAP’s revenue increased by 21%, highlighting its heightened popularity as a vital social media marketing tool.