• by Barbie Romero , Yesterday

At our Planning & Buying Insider Summit in Scottsdale, leaders from Dutch Bros, Arizona Lottery, Exverus, Media Bridge, and Good Apple shared insights on surprise-and-delight moments, retail-focused OOH, AI-driven measurement shifts, alternative sports buys, and competitive positioning.

Catch the best moments from the on-stage discussions below. 

Watch the full session recordings here and catch our next Planning & Buying Insider Summit on September 8-11 in Chicago. 

Debbie Beisswanger, Senior Vice President of Brand Marketing from Dutch Bros, highlighted their strong partnership with the finance team to identify trend opportunities and shared a viral “surprise and delight” moment where they provided pup cups to a local animal shelter volunteer.

Chris Rogers, CMO from Arizona Lottery, shared how they focused their out of home efforts to focus on retail and dynamic displays so that they can reach customers at point of purchase. 

Hillary Kupferberg, VP of Performance Marketing from Exverus by Brainlabs, emphasized that Google’s AI Overviews are reducing clicks and site visits, requiring marketers to rethink performance measurement.

Jacey Berg, SVP of Strategy & Planning from Media Bridge, noted that podcast listenership spikes after sporting events, encouraging marketers to capitalize on these more affordable post-game advertising opportunities rather than focusing solely on in-game placements.

Phoebe Gennardo, Associate Media Director from Good Apple, emphasized the importance of monitoring competitors’ media buys to uncover alternative placements and identify opportunities for clients to better capture shared audiences.

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.