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So far Broad Street Co has created 4 blog entries.

Why You Should Join the Holiday Spirit of Digital Advertising

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The sweet smells and cool breezes of fall are here, and the recent burst in native and sponsored content, as well as the display ads you’ve been seeing for clothing, electronics, food retailers, and various other products are the perfect match for the holiday season. With one of the highest converting times of the year, we at Broad Street can’t stress enough the importance of your media strategy joining this season’s holiday cheer!

According to a study conducted by online ad tech firm The Rubicon Project, 58% of the Millennials shopping online this year will make a purchase via their mobile device – while the other portion prefers desktop purchases. Combine this with Cyber Monday’s fast approach, and Stefany Zaroban’s recent Internet Retailer article highlighting the 22% of Americans that have already begun to research holiday deals as of August, “up 10 percentage points” from last year; there is no doubt that this is the best time of the year to put your brand front-and-center of each consumer’s online research experience.

Internet Retailer’s Matt Linder also discusses how ComScore and Adobe Systems, Inc. reported that shoppers spent over $3.1 billion online in 2015, up 20.5% from the $2.6 billion in sales during the 2014 Cyber Monday. This was the first time online sales have exceeded $3 billion in a single day – imagine what will happen this coming Cyber Monday – that’s a stat you’ll want to be a part of! And as major retailers such as Amazon continue to offer a diversified portfolio of product deals earlier each year, this trend continues to prove that the upcoming holiday season is the most ideal for your company’s advertising endeavors and digital growth.

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At Broad Street Co. we have grounded ourselves with in-depth experience and diverse clients that range from major retailers and utilities all the way to healthcare, consumer-packaged goods and food chains. Not only are we able to help place your brand in front of each consumer at the perfect moment during the holidays, we’re able to do so in creative ways that connect with your audience through meaningful interactions.

Whether you’re trying to stick out from your competitors or telling your market who you are, Broad Street is here to bring your brand to the frontlines and show your audience what you’re all about – now all you need to do is contact us for a free consultation on your advertising holiday wish list!

Instagram News Feed Algorithm Changes Shake Things Up

IG NotificationsAny Instagrammer who’s checked their news feed as of late has likely seen the outcry pouring over the photo-sharing app’s announced update. Instagram, stating that the average user misses out on 70% of their feed, will begin to roll out a news feed algorithm mimicking that of Facebook’s – eventually eliminating the chronological method it previously used. This algorithm will filter user’s feeds based on  predicted relevancy, showing posts that are most likely to be appealing to the user and posts from users that have stronger relationships with each other.

So what does this mean for brands? Organically, Instagram posts will have to be much more compelling and relevant to show up on users’ feeds. Many Instagram celebrities are already attempting to override this update by requesting their followers to turn notifications on, alerting users every time that account uploads an image. The #turnmeon plea was trending yesterday.

With that option a little too abrasive for many brands, a pay-to-reach model will likely surface. Prepare your marketing pocketbooks, as what was free may very well now carry a hefty fee.

Brands can be assured that Instagram will follow the lead of Facebook and posts will slowly fall off of the feeds of their followers without paid promotions.

Instagram has also launched business profiles, signaling that the same strategy used for Facebook to get brands to build pages and get followers/fans/likes and then make them pay to play could lie ahead for Instagram as well.

If you’re looking to grow and maintain engagement with your users, contact us for help.

By | March 29th, 2016|Uncategorized|0 Comments

Buzz Wars: Super Bowl v. Digital

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As the 50th Super Bowl approaches with the usual reports from the advertising industry of record high ad spend–up to $5 million for 30 seconds of glory–we start to see brands making emotional decisions based on vanity to get in front of a large national audience instead of making business decisions based on ROAS (Return On Ad Spend) and strategy. The question is asked every year by folks like us…is it worth the spend? (See our previous posts on the topic here and here)

Not that digital advertising doesn’t have it’s “Shiny New Object” problems to contend with when it comes to ways to waste ad dollars. Sometimes these tactics can lead to costs just as disproportionate in hopes to reach millennials or hyper target an audience (Snapchat charging $750k for 24h). Advertising agencies contribute to this buzz that the Super Bowl commercial is worth the premium. You know why? Because producing a Super Bowl ad is a great chance to win an industry award, get industry press for the agency and spend lots and lots of money to earn client commissions on. Just like the network earns a lot of money from the placement of the ad. Nice work if you can get it!

So is spending large sums of ad dollars on single tactics a good investment? Most likely not. It is key to look past the ‘buzz.’ In the case of the Super Bowl, certain brands can effectively lift awareness and reach a very diverse audience with last year’s $3 per viewer fitting within budget. However, depending on a single spot to change opinions and/or spending over 30-40% percent of an annual advertising budget is hard to justify.  Especially when we know the measurable results of digital that offers much more affordable opportunities to reach tens of millions of targeted audiences for the same budgets.

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When we talk about digital, it encompasses many different advertising opportunities. The key to finding the right opportunity is working with a strategic partner. I’m not saying there isn’t room for TV. TV still outpaces everything in time spent and number of eyeballs. But, I am saying that spending budgets of your clients for media should be carefully considered for ROI and meeting sales performance goals versus the seduction of getting industry press for your brilliant creative idea that’s more a vanity play than a measurable influence on your corporate performance.

With digital we often talk about measurement and analytics, which give us results for our clients they can literally take to the bank.

Effective digital can actually be measured and can reach specific and appropriate audiences leading to measurable returns. Digital is not the end all, be all but it sure is taking over the industry with its effectiveness. Spending on single tactics both traditionally and digitally becomes more unwarranted. No one would say put all your eggs in one basket for anything, especially if all your ad dollar eggs go to a 30 second spot in one football game. If your advertising budget is $50 million a year then have at it, but if not, consider multiplying your reach ten or hundred fold with digital.

AdWeek even released a recent article of how the money spent on Super Bowl ads could be spent digitally. 

Some highlights:

  • marketers could buy 2.1 million mobile app installs—the equivalent of 55 million clicks—for a $5 million TV spot.
  • the TV investment translates into as many as 15 million search clicks…’between one-half and three-quarters of a billion search ad impressions’
  • At $475,000, brands could buy 10-and-a-half [Instagram] campaigns for the price of a Super Bowl ad.
  • brands could run 100 campaigns priced at $50,000 each or 200 for $25,000 each

 

By | February 3rd, 2016|ad agency austin, digital agency|0 Comments

The Era of Last Click Attribution is Over

In today’s world of digital media, the quest is no longer just about how many conversions one is looking for or how long a page view is.  Digital marketers want to know about the process a consumer takes in their path to conversion in hopes of seeing how much each ad, whether it be display, search, social media, or more, contributed to a conversion.  For marketers using attribution modeling, the easiest way was to attribute 100% of the sale to the last clicked ad.  The problem with that, is people hardly convert after seeing one ad.

What is Last-Click Attribution?
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Last-Click Attribution is a method of attribution modeling that weighs the last clicked ad before the conversion at 100%.  In terms of compensation, this means only the vendor who provided the space or content for that direct channel will be credited with the sale.  In past years when attribution modeling was a relatively new concept, Last-Click was a popular choice for advertisers.  In fact, it is still the default setting on Google Analytics.  But the truth is that the attribution model discussion has evolved.  As data becomes more and more important in the advertising world, compiled with the growing availability of cross channel monitoring, many types of attribution models have emerged on the scene.  As Digital Evangelist and Google Guru Avinash Kaushik points out on his blog, “Historically, all tools used last click attribution because the one thing they could confidently say is what drove the converting visit. And they did not have the technical horsepower to do Visitor-centric analysis. Both these problems are solved now.”

 

So Which Attribution Model Should I Be Using?

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Excellent question!  The truth is: it depends on goals and the business.  For businesses looking to use the most up-to-date model but don’t have the time to create a custom model, then a Time Decay is most widely recommended.  The theory behind Time Decay is that each touch point is considered and given weight in the overall conversion, but the amount that each touch point weighs increases the closer one gets to the direct channel.  While not perfect, it allows all points to be considered in the conversion, and helps paint a better picture of what it took to make a conversion.  This is important because in terms of a conversion funnel, the first clicked ad is seldom the last time a person will be exposed to a product or service on the web.

If looking at a typical conversion which focuses on sales, the first click ad is only the beginning of the sales process.  You have your first-click ad, which could be driving users to learn more on the website or on social media, then retargeting would be utilized to help reel your consumer back in.  Additionally you need to be considering if an individual has been learning about your product from beyond their desktop, and ensure that mobile plays some type of part in their conversion.  Now you may be asking yourself why this all matters, but the truth is that this attribution model (in fact any modern model) can be used to better understand how effective creative is, how strong your media mix is, and how relevant each touch point is to a conversion.  The goal is to be constantly optimizing and figuring out what touch points are making sense vs, which ones aren’t, which will help save time and money in the long haul.

However!  Though Time Decay is a good choice, if your company has experience in attribution modeling and is willing to get more hands on with the attribution approach, a custom model makes the most sense. The truth about digital advertising is that the process one company has for a conversion is not going to be the same for another.  You need to take into consideration that the number of touch points in a conversion funnel for your business will not be the same for another.  Not only that, but you will also weigh different touch points differently depending on your goals and KPIs.  For one client, the conversion may the most crucial point and so the last channel is important, but for a campaign focusing on brand awareness, maybe that first initial ad is actually the most important for beginning the consumer journey into learning about your brand.  Taking these unique points into consideration will make your model a lot more specified to your business or client, and will help paint an overall more accurate depiction of what your consumers are doing from starting point to conversion.

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So shake off the shackles of Last-Click.  The truth is that there is too much data today that is lost with Last-Click that can be utilized if a different model is used.  Whether it is Time Decay, Custom, or the other types that exist (see Occam’s Razor by Avinash Kaushik), go explore and figure out which one is right for you or your client.