Optimized Ecommerce EP 066 – How Traditional Thinking & Innovation Drive Growth to Your Business

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Business Tech Ninjas Aug 11, 2021

Welcome to Episode 066 of Optimized Ecommerce – How Traditional Thinking & Innovation Drive Growth to Your Business. I’m your host, Tanner Larsson, CEO of BGS.

BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.

Bill Durrant is the CEO of Exverus Media—a data-driven media agency dedicated to helping brands develop a paid media strategy that pushes visible sales growth and merchandise. A credible and powerful guy in his niche, Bill works with some of the world’s leading brands and has won nearly every major industry award.

Here’s just a taste of what we talked about today:

Bill shared a story on how he built Exverus Media.

18 years ago, Bill worked in the field of advertising in media for large international brands. After enjoying the job for a few years and felt a bit burnt out, he began his own consultancy.

One of his former clients asked him to consolidate all of their media investment across the Clif Bar portfolio. Thinking that this kind of opportunity only comes rarely, he said immediately.

10 years later, Exverus Media was founded in Los Angeles and supported by a world-class team dedicated to growing modern brands.

Then, Bill talked about the Youtube Ad of the Year Award.

A couple of years ago, they ran a campaign for No Bo’s brand — now owned by Walmart. In that campaign, there was a long-form video, TV integration, integration with outdoor media, influencers, and other traditional e-commerce digital channels such as social search, display, and video.

The great thing about that campaign was it had a strong message and it helped to build the brand. It simultaneously won YouTube Ad of the Year and AdWeek Media Plan of the Year

They knew that this was the proof of what they’ve seen as a central thesis of the work they do. All media is performance media. It all drives sales. That is just the way to do that, and how to measure it is what ultimately matters.

We also discussed a few other fun topics, including:

  • The realities of holistic approach advertising and the reason why this strategy can’t simply be a tunnel vision.
  • Basic advertising game plan for businesses that want to tap into that 70% of the market, but not building that long-term brand value yet.
  • Some available platforms can expand brand traffic sources.
  • An overview of the book Digital Stone Age: how the world’s most successful advertisers use traditional thinking and innovation to drive growth.

But you’ll have to watch or listen to the episode to hear about those!

How To Stay Connected With Bill Durrant

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