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Monday 7:30am - 5:30pm Tuesday 7:30am - 5:30pm Wednesday 7:30am - 5:30pm Thursday 7:30am - 5:30pm Friday 7:30am - 5:30pm

Ovative Group

We're transforming the measure of marketing success. Join us.
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Ovative Group is a digital-first media and measurement firm that is transforming the measure of marketing success. Our team of marketing experts does the hard work to drive measurable performance and surpass expectations - fostering a trusting environment with each other and our clients. Our offerings include Paid and Owned Media Services, Omni-Channel Measurement, and Strategy Consulting. We comb

ine our deep industry expertise and proven processes with an innovative new marketing metric, Enterprise Marketing Return, to measure and optimize marketing efforts across all channels.

06/01/2026

We were on the ground at 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 takeaways you can actually use. View the full recap: https://bit.ly/4dWYR7p

05/29/2026

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/3RxGEG5

05/27/2026

In recognition of AAPI Heritage Month, our latest 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 and Elevate, our best-in-class leadership and development program: https://bit.ly/3PMwNLN

05/22/2026

Ovative's Jesse Grittner, SVP of Growth, took the stage at Google Marketing Live this week alongside Google and DEPT 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/4wGWsGs

05/21/2026

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 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/4dloQq4

05/20/2026

Google I/O was yesterday. Here's what actually matters for your brand:

▪️ AI Mode hit 1B monthly users in year one
▪️ Search agents can now monitor prices, book services, and buy on your behalf
▪️ Google wants to own the transaction layer with innovations like Universal Cart
▪️ Biggest search box upgrade in 25 years

Significant? Yes. 𝘼 𝙧𝙚𝙖𝙨𝙤𝙣 𝙩𝙤 𝙘𝙝𝙖𝙣𝙜𝙚 𝙘𝙤𝙪𝙧𝙨𝙚? 𝙉𝙤𝙩 𝙧𝙚𝙖𝙡𝙡𝙮.

Google's AI is still built on the same foundation that's always driven results: quality content, strong site experiences, and a robust, clean product graph. AI is accelerating search evolution, but it's not rewriting what works.

We broke down all four takeaways and what brands should do next. Read Ovative's POV here: https://bit.ly/4ukntxN

05/19/2026

Is every channel in your mix earning its keep? 👀

We ranked paid media channels based on their actual impact on the metrics your company actually cares about: 𝙧𝙚𝙫𝙚𝙣𝙪𝙚, 𝙗𝙧𝙖𝙣𝙙 𝙚𝙦𝙪𝙞𝙩𝙮, and 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧 𝙜𝙧𝙤𝙬𝙩𝙝. The findings are based on real data from our client portfolio, and a few of the rankings might catch you off guard.

The 2026 EMR Power Rankings are live. View the rankings: https://bit.ly/4twA0No

What channel do you think topped the list? Guess below 👇

05/19/2026

It's no secret that AI search is growing rapidly.

While AI search may only represent 6.9% of visits today, it drove 𝟴𝟬% 𝗼𝗳 𝘁𝗼𝘁𝗮𝗹 𝘀𝗲𝗮𝗿𝗰𝗵 𝗴𝗿𝗼𝘄𝘁𝗵 𝗹𝗮𝘀𝘁 𝗺𝗼𝗻𝘁𝗵. While platform capabilities are still in their early stages, the brands that 𝙖𝙘𝙩𝙞𝙫𝙖𝙩𝙚 𝙛𝙖𝙨𝙩 will have the advantage.

In this month’s trend update from Ovative’s search team:

1️⃣ Search visits continue to grow
2️⃣ AI search adoption is accelerating
3️⃣ OpenAI is scaling ChatGPT ads
4️⃣ Platforms are preparing for agentic commerce

Have questions about what this means for your brand? Connect with our search experts: https://bit.ly/43clUpK

05/18/2026

We're all talking about iROAS. But we're not all transparent about how we measure it, and that's the problem.

At the eMarketer Ad Buyer Summit, Ovative's Steve Baxter joined Albertsons Media Collective's Liz Roche to break down why 6.5x variance in iROAS results is a measurement transparency failure, not a media strategy nuance. 𝙏𝙝𝙚 𝙛𝙞𝙭 𝙞𝙨𝙣'𝙩 𝙖 𝙨𝙞𝙣𝙜𝙡𝙚 𝙞𝙣𝙙𝙪𝙨𝙩𝙧𝙮 𝙨𝙩𝙖𝙣𝙙𝙖𝙧𝙙—𝙞𝙩'𝙨 𝙩𝙧𝙖𝙣𝙨𝙥𝙖𝙧𝙚𝙣𝙘𝙮.

If your RMN can't answer basic questions about how they calculate iROAS, that's where trust and budgets start to erode.

Our recent research report digs into what advertisers should demand from partners to ensure performance metrics reflect true business impact: https://bit.ly/4eVAERb

05/13/2026

How do you turn a short holiday window into a lasting brand moment?

Aerie partnered with Ovative Group to do just that, activating a video-first paid social strategy powered by a Meta Moment Maker. By delivering immersive, full-screen creative across Facebook and Instagram, our experts maximized reach, frequency, and engagement in just three days.

The result? Aerie cut through the holiday noise, driving a +38pt lift in brand conversations and 𝙞𝙩𝙨 𝙨𝙩𝙧𝙤𝙣𝙜𝙚𝙨𝙩 𝙍𝙊𝘼𝙎 𝙬𝙞𝙩𝙝 𝙈𝙚𝙩𝙖 𝙩𝙤 𝙙𝙖𝙩𝙚.

“Ovative’s strategy enabled us to tell our brand story in a meaningful way, building connections and driving strong campaign results.” —Katy Broskey, Senior Manager of Brand Media and Partnerships, Aerie

See how we made it happen: https://bit.ly/48KgIwC

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729 North Washington Avenue, Suite 10000
Minneapolis, MN
55401

Opening Hours

Monday	7:30am - 5:30pm
Tuesday	7:30am - 5:30pm
Wednesday	7:30am - 5:30pm
Thursday	7:30am - 5:30pm
Friday	7:30am - 5:30pm

Website

http://www.ovative.com/

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