Direct Mail's Digital Revolution: A Conversation with Valpak CRO Jay Loeffler

In the digital age, direct mail is adapting to remain a powerful force in local advertising. In this episode, Valpak's CRO, Jay Loeffler, joins BIA's Nicole Ovadia to discuss how Valpak is combining targeted Connected TV/Over-the-Top ads with personalized mailers for a data-driven approach to helping Advertisers achieve their goals. This strategy is crucial as BIA's 2025 forecast predicts direct mail will claim 20% of the $171 billion ad spend. To stay competitive, Valpak is emphasizing cross-media marketing as a "data company." 

Jay shares insights into opportunities with real estate, retail, and restaurant advertisers. In particular, he discusses the restaurant industry's focus on top-of-the-funnel advertising, highlighting Wendy's success with Valpak's mailers. He also discusses retail's shift to offline channels amid digital overload and how partners like Discovery+ and iHeart use Valpak’s MyBlue Insights to optimize campaign effectiveness.

As Jay and Nicole discuss, in 2025 ROI will be vital. Valpak's 2024 survey found that 54% of businesses are worried about cash flow next year, yet 43% will maintain ad spend. Savvy advertising solutions will be critical to capture these dollars.

This episode is a must-listen for brand and media leaders examining local opportunities. Plus, get insights into what business leaders are planning for advertising in the latest survey available at valpak.com/bia.