In the battle for advertisers’ dollars, direct mail has a new arsenal: data-driven digital strategies. Valpak’s Chief Revenue Officer, Jay Loeffler, joins me in our latest Leading Local Insights Podcast and pulls back the curtain on how they are fusing targeted Connected TV ads, personalized mailers, and more to create unbeatable cross-media campaigns.
As Jay explains, the integration of direct mail with digital and CTV channels delivers a cohesive advertising experience that builds trust and maximizes engagement.
This shift is timely, given our forecast of direct mail claiming 20% of the $171 billion 2025 ad spend. As Jay explains, Valpak’s key to growth lies in its “data company” mindset where they are focused on the confluence of print, digital, and mobile advertising. He highlights tools and partnerships with media like Discovery+ and iHeart around MyBlue Insights, Valpak’s data platform that synthesizes data and targets specific consumer segments.
Jay and I discussed strong verticals for next year: real estate, restaurants, and retail. Valpak is positioning itself to capitalize on these growth areas by focusing on their consumer insights and digital strategies. Specifically, restaurants, especially Quick Service Restaurants (QSRs), are shifting towards top-of-the-funnel advertising to attract new customers, and Jay highlights their work with Wendy’s.
In 2025, ROI will be vital. Valpak’s 2024 survey found that 54% of businesses worry about cash flow, yet 43% will maintain ad spend.
This podcast is a must-listen for anyone in media. It drives home how crucial data is for optimizing your ad strategy and knowing if your campaigns are hitting the mark. Plus, it offers great insights on how to smoothly blend traditional and digital advertising.
Listen to the episode here.
Then, for more insights into what business leaders are thinking and planning for advertising, visit valpak.com/bia.
