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So far Charlie Ray has created 225 blog entries.

Five Best Marketing and Advertising Tips for Small Businesses

Broad Street Co has worked with national clients for giant ad campaigns and we’ve worked with small, local businesses promoting a one time event. We’ve learned a few things over the years and our passion to support small, locally owned businesses is why we’ve created ways to work with them to help their businesses grow and compete. Here are our top 5 tips for small businesses to get results with advertising:

Identify Your “Ideal Customer”

 

When you are working with a smaller budget, every dollar counts. There are many different ways to successfully advertise your business, but finding your audience to get your message to them is the most important place to start. There’s a difference between reaching your existing customers through things like boosted posts on Facebook or Instagram and reaching a new customer. Identifying your customer can then influence where you advertise, what you focus on in your ads, and how the creative in the ad looks. Knowing your audience profile and their behavior can help increase the reach and impact of your campaign.

Create Measurable Goals for your Efforts

 

Advertising can increase sales, build awareness and create an affinity for your business over the competition. When you decide to spend money on advertising, it is important to decide on a goal for your advertising efforts. Is it online sales or attendance at an event or coupons redeemed?  This can help you determine if your ad campaign was successful. We call this ROAS (Return On Ad Spend). If you spend $1,000 and sell $12,000 worth of merchandise you achieved a 12x ROAS. While advertising doesn’t guarantee a big return, being able to tie a result to a budget gives you a clear directive on what works and what doesn’t for your business.

 

Know When To Advertise

Even companies with multi-million dollar budgets do not advertise all the time. Most businesses can look at historic sales figures and identify peak seasons or, in some cases, when business wasn’t as good as it should have been. These help create a media calendar and with burst advertising we can help create a “top of mind” impression with your audience.  The slight exception to this rule is with search advertising. Even then, we can throttle back during times of inactivity.

Create a Consistent Brand

People need consistent impressions of your business. Everything from your signage to your Facebook posts should tie together in a way that even a passing notice signals to the consumer that they come from the same place. Large companies spend huge budgets creating a “Brand Standards” that mandate details including what font is used in a print promotion to what colors can be used in all communication materials. While that may be overkill for small businesses, it is important to be consistent with your messaging and creative. A small investment in things like logo design and signage can help guide all marketing efforts so customers are never confused if a promotion is coming from you or not. Branding helps boost your advertising efforts when customers recognize your promotions and it acts as a shorthand to put you top of mind.

Ask A Professional

Many advertising platforms seem to prey on the small business owner. From the Yellow Pages to Facebook, every ad platform realizes that the small business owner needs to advertise, but is not relying on an advertising professional. Self serve options from Google Adwords to billboards, companies rely on the knowledge that the small business owner is not only running their business, but is the marketing director and chief bottle washer, too. These self serve tools make it possible to create an ad campaign in just a few minutes. However, without an in-depth understanding of how to use these platforms we have seen many businesses grow frustrated with a lack or results.  Without understanding what results are valuable, it is hard to know what is working and what is a waste of your ad dollars. That’s where we can help. We can create and manage your marketing and advertising to take the burden off of you, or we can train you how to effectively use self-serve platforms on your own. Our goal is to make sure that you never think advertising doesn’t work!

Easy! Contact us today for a proposal!

 

By | November 21st, 2017|Marketing|0 Comments

Charitable Giving as a Business Culture

Broad Street Co has always set aside a portion of their time to support non-profits. Whether it is through sponsoring events, volunteering, seeking grants for non-profit clients or waiving agency fees, we are a strong believer in being a strong part of the communities where we live. We feel it is important for our employees to provide service to the community and support organizations with our agency services when otherwise they may not have the budgets to work with an advertising agency.

Last year, we donated over $50,000 in agency services to area non-profits, served on the boards and volunteered hundreds of hours to help organizations reach their audience, raise awareness and fundraising. This company culture is at the root of what we do. We are an organization that believes in helping others and we’ve discovered that putting our skills to use for non-profit organizations gives our team the opportunity to begin a lifelong commitment to service and community involvement.

Non-profit organizations often struggle to generate awareness and raise money to support their mission and through a partnership with an advertising agency, they benefit from the same opportunities as retail companies in being “top of mind” and serving their community.

We are currently in the process of evaluating non-profit organizations in Texas and Alabama to support. If you would like to be considered for full or partial pro bono services from us, contact us with your needs and we will review your request.

By | March 9th, 2017|Uncategorized|0 Comments

Searching for ways to drive sales on Cyber Monday

Cyber Monday is fast approaching and while most retailers have long since laid out their holiday media schedule, many small and local retailers may be wondering how they can grab a piece of the $3 Billion in online spend on the most beautiful day for retailers. shop-local
Online shopping doesn’t just have to be for the big box stores and major retailers. Local businesses can take advantage of the growth in online shopping with a clear advantage…local consumers looking for local deals. Last year, 27.6 % of online sales came from mobile last holiday season. That’s up from 25% in 2014.  Online shopping is affecting in store traffic even during the holidays. According to data from analytics firm RetailNext, in store traffic was down 1.5% last year and average spending per consumer is down 1.4%.  Conversely, the average ticket on mobile sales is up to $102.
How can local businesses attract some of this spend over the holiday shopping period that is moving online? Well, here are a few ideas:

Paid Search Advertising

Online searches soar leading up to Cyber Monday. Take advantage of this with a paid search campaign using keywords that we know shoppers are using to find deals. You don’t  have to run a long lasting search campaign, but a burst of  spend in the week or two before and after Thanksgiving can get you  top of mind for shoppers. Last year searches with the term “cyber monday” rose to over  7 million per month in November and December.

  • Cyber Monday, Deals, Coupons, Black Friday, Sale/Sales, Delivery (Pro tip: Since you’re local, offer in-store pickup for online orders or offer delivery service to local customers for free!)
  • Offer special coupons to drive people to your  location or allow people to call and place an order over the phone if you don’t have an order online option
  • Use new search enhancements like images in your search ads and mobile click-to-call campaigns. Add map features for people to locate you easily.
  • Create a very easy landing page on your site with print at home coupon options

Local businesses that  want to drive customers to the store don’t have to be left out of the online shopping juggernaut this season. With a few of these suggestions, shopping local can mean online experience in a neighborhood way.
By | October 27th, 2016|blog, SEM|0 Comments

Google Ads Enhanced with Maps and Images

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By: Auston Roberts

With the digital terrain of advertising becoming increasingly complex and 49% of in-store purchases being influenced by digital interactions, we continue to keep finding innovative media opportunities for our clients. From buying direct or programmatic all the way to native and engaging social media placements, at Broad Street Cowe strive to help our clients find a firm stance in the digital space.

One strategy where we continue to see great results for our clients is Google AdWords and the Google Display Network, and with clients ranging from healthcare and retail locations all the way to music festivals and fast-food chains, this is a strategy we’ve found to be beneficial in a variety of ways. As a Google Partner Agency, we are privy to a great relationship with our Google team that helps us ensure we’re delivering the best plan and measurable results for our clients.

Traditionally, we’ve been able to implement Google AdWords – the “Search Giant” – and the Display Network as a means to provide convenience to our target audiences, and visibility to our clients and brands. Furthermore, these ads have always been your traditional text-based promotions, highlighting brands that can help you on your consumer journey. But as of yesterday’s Internet Retailer article by Zak Stambor – an expert as it relates to social commerce – Google will now be providing Maps and Photo Data to these ads!

Not only is this change beneficial in increasing the quality of all Search and Display tactics, it also provides even more convenience to each and every consumer. In a world of functionality, these ads will further benefit our target audience by allowing them to leverage info across Google Maps. Additionally, the addition of photo data is the perfect way for us to entertain our audience with relevant images, while also providing even more value to our client’s overall brand story. Google continues to evolve their product offerings and as we evaluate their place in the media mix, we believe every opportunity to drive engagement (through maps) and visual storytelling (through display) can help our DR clients be a step ahead of their competitors.

Whether you are a local business trying to drive new business or a global brand, what shows up when your audience searches for you?

For a free consultation and evaluation of your advertising needs, contact us!

 

Broad Street Co is a Google Partner Agency

Broad Street Co is a Google Partner Agency

Broad Street Ranked in the Top 25 Ad Agencies in Austin

We are quite pleased with ourselves this morning! The Austin Business Journal ranks Broad Street Co in the top 25 advertising agencies in Austin. The Business Journal ranked 60 advertising agencies by Gross Income, Staff, Percentage of the business dedicated to Advertising. We have always been proud of the work we do for our clients and the reputation we have in the industry and we are proud to see our name on “The List” this year among such well known agencies as LatinWorks and McGarrah Jesse.

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In addition to being named in the top 25 ad agencies in Austin, we’re also excited to be named in the top 20 digital agencies in Austin by publisher, Expertise.com! Expertise ranks agencies in six categories: Reputation, Credibility, Experience, Availability, Professionalism and Engagement.

The traditional agency model has changed significantly since we opened our doors in 2007 and our mission to remain small and nimble while hiring and partnering with the right people has contributed to our success. Broad Street focuses on bringing highly qualified media staff to mid-sized accounts and partnering with other “best in class” professionals for services we do not provide in-house. This model allows

We recently opened a new office in Opelika, Alabama to continue our mission of working with underserved markets and industries.

We believe Broad Street Co is well positioned to deliver big agency services at a good value and remain competitive in a world where vendors and publishers are claiming to be agencies, agencies are gobbled up by large holding companies and putting the priority of mid-sized clients further down the list and margins decrease overall. Our model of hiring best in class and partnering with other agencies when needed or hiring contract staff when needed gives us a unique ability to react fast for our clients and onboard new clients quickly.

 

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By | August 9th, 2016|ad agency austin|0 Comments

OPELIKA NATIVE OPENS BRANCH OFFICE OF AUSTIN-BASED AGENCY IN HIS HOMETOWN

Opelika, Alabama?? That’s right. Broad Street Co’s Founder and CEO is an Opelika native and recently purchased a home with plans 65086439to spend part of the year in his hometown. During his visits and as he settled in he discovered that the thriving Opelika-Auburn metro area was lacking a full service digital agency with Google Certified Status and experience with national accounts.

The Opelika Auburn area is the second fastest growing market in Alabama and the 11th fastest growing MSA in the U.S. As local businesses thrive, they will need support from an established and respected advertising agency to reach their audiences. With this growth comes new residents and with the addition or the transient university population at Auburn University, the need to reach customers through effective advertising is growing.

More than 85% of customers are online and 80% of people in the U.S. have smartphones. This “connected consumer” relies on online advertising and paid search in making their buying decisions. It is important for local companies to compete with larger brands and national chains in reaching these people online in a native environment. Broad Street’s focus on digital helps small to mid size businesses grow through giving them the opportunity to compete on a level playing field in the local market. Through geo-targeted advertising, paid search, social and mobile advertising, local companies can compete with national ad campaigns for the Opelika Auburn consumer dollars.

Agency president, Charlie Ray said, “I love Opelika and this is a dream realized to be able to return to my hometown and work with local people I have known my whole life to help grow this economy and support local businesses.” Broad Street Co focuses on digital advertising solutions such as social, paid search, mobile, video and display advertising. The company also provides marketing and business strategy for startups and established businesses. Broad Street works with national clients like Whole Foods and CORT Furniture, a Berkshire Hathaway Company and regional clients like Oklahoma Gas, SETON Healthcare and SharpeVision.

Charlie Ray, Broad Street Co. President

About Charlie D. Ray: Charlie was born and raised in Opelika and is a graduate of Opelika High School and the University of Alabama. His parents owned Ray’s Convenience Store on 2nd Avenue among many other local businesses for many years and he follows in his parents footsteps in being an entrepreneur. In addition to starting Broad Street, Charlie is a partner in a construction company, serves on the board of several non-profits in Austin and on the administrative board of First United Methodist Church of Austin. Broad Street Co has secured over $350,000 in Google Grants for several non profit agencies to cover advertising costs and the agency donates over $50,000 every year in pro bono services to these agencies.

“I look forward to being a part of the thriving business community in Opelika and Auburn,” said Ray.

 

 

Contact us for a proposal

Read the full release below:

FOR IMMEDIATE RELEASE

OPELIKA NATIVE OPENS BRANCH OFFICE OF AUSTIN-BASED AGENCY IN HIS HOMETOWN

OPELIKA, AL–Broad Street Co’s Founder and CEO is an Opelika native and recently relocated to Opelika part time. Returning to Opelika, Charlie Ray discovered a real need for advertising services to support thriving local businesses in Opelika and Auburn. “Opelika and Auburn are both booming and business is competitive. We feel like Broad Street’s expertise in media can help these local businesses compete effectively with help from our agency,” said Ray.

The Opelika Auburn area is the second fastest growing market in Alabama and the 11th fastest growing MSA in the U.S. As local businesses struggle to be competitive, they will need support from an established and proven advertising agency to reach their audiences. With this growth comes new residents and with the addition or the transient university population at Auburn University, the need to reach customers through effective advertising is growing.

More than 85% of customers are online and 80% of people in the U.S. have smartphones. This “connected consumer” relies on online advertising and paid search in making their buying decisions. It is important for local companies to compete with larger brands and national chains in reaching these people online in a native environment. Broad Street’s focus on digital helps small to mid-size businesses grow through giving them the opportunity to compete on a level playing field in the local market. Through geo-targeted advertising, paid search, social and mobile advertising, local companies can compete with national ad campaigns for the Opelika Auburn consumer dollars.

Ray said, “I love Opelika and this is a dream realized to be able to return to my hometown and work with local people I have known my whole life to help grow this economy and support local businesses.” Broad Street Co offers digital advertising solutions such as social, paid search, mobile, video and display advertising. The company also provides marketing and business strategy for startups and established businesses. Broad Street works with national clients like Whole Foods and CORT Furniture, a Berkshire Hathaway Company, along with regional clients like Oklahoma Gas, SETON Healthcare and SharpeVision.

“I look forward to being a part of the thriving business community in Opelika and Auburn,” said Ray.

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About Broad Street Co. 

Broad Street Co. is an award winning agency founded in 2007 with offices in Austin, Texas, Charleston, South Carolina and Opelika, Alabama. Broad Street Co.’s strong buying power comes from a deep understanding of digital including strategy, insights, social, influencer marketing, search, analytics, and media. The agency’s clients include Whole Foods Market, CORT Furniture Rental, OneOK, Sharpe Vision, and Better Business Bureau. Broad Street Co. manages over $350,000 in Google Grants for non-profit agency advertising and donates over $50,000 a year in services to area charities. For more information, visit us at broadstreetco.com, or follow us on Facebook at Facebook.com/BroadStreetCo, Twitter @broadstreet and Instagram @broadstreetcompany
About The President

Charlie was born and raised in Opelika and is a graduate of Opelika High School and the University of Alabama. Before opening Broad Street Co, Charlie was an executive for United Healthcare Group, Executive Director of AseraCare Hospice and Director of New Media for LIN Television. He has resided in Dallas, Texas, Charleston, South Carolina and Austin. He is active in the community and serves on the board of several non-profit agencies, is an advisory board member of iMedia Agency Summits and is on the administrative board of First United Methodist Church of Austin. Mr. Ray is a philanthropist and business leader in Austin and Charleston and frequent guest lecturer at The University of Texas and the College of Charleston.

 

 

 

By | May 25th, 2016|digital agency, Uncategorized|0 Comments

CORT FURNITURE, A BERKSHIRE-HATHAWAY COMPANY, SELECTS AUSTIN AGENCY BROAD STREET CO AS MEDIA AGENCY OF RECORD

FOR IMMEDIATE RELEASE

 

CORT FURNITURE, A BERKSHIRE-HATHAWAY COMPANY, SELECTS AUSTIN AGENCY BROAD STREET CO AS MEDIA AGENCY OF RECORD
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AUSTIN– January 11, 2016 – Broad Street Co. has been selected as Media Agency of Record for CORT, a Berkshire Hathaway Company. The agency will oversee the brand’s advertising, including strategy, for CORT’s furniture rental and clearance center retail lines of business throughout the U.S.

CORT is the nation’s leader in furniture rental for home and office and CORT Clearance Centers are located throughout the U.S. “We are pleased to expand our partnership with Broad Street into a third year on our account, their track record providing consumer insights and deep experience positioning brands to succeed in today’s rapidly-evolving digital landscape have resulted in steady growth of our business,” said Mindy Oliver, Online Marketing Manager for CORT. “Our focus on advertising  to reach our revenue goals means we are looking for a strong partner, and we are confident in our continued relationship with Broad Street.”

“We are thrilled to continue and expand our relationship with CORT into 2016. Working with a team that understands the complex moving parts of media gives both of us an opportunity to meet strategic goals for the client,” said Broad Street Co CEO Charlie Ray. “The relationship with CORT is a great fit for our results driven retail experience.”

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About Broad Street Co. 

Broad Street Co. is an award winning agency founded in 2007 with offices in Austin, Texas and Charleston, South Carolina. Broad Street Co.’s strong buying power comes from a deep understanding of media including strategy, insights, social, influencer marketing, search, analytics, and native advertising. The agency’s clients include Whole Foods Market, OneOK, Texas Gas Services, Sharpe Vision, and TruFit. For more information visit us at broadstreetco.com, or follow us on Twitter @broadstreet.

About CORT

CORT, a Berkshire Hathaway Company, is the nation’s leading provider of transition services, including furniture rental for home and office, event furnishings, destination services, apartment locating, touring and other services.  With more than 100 offices, showrooms and clearance centers across the United States, operations in the United Kingdom and partners in more than 70 countries, no other furniture rental company can match CORT’s breadth of services and companywide commitment to providing excellent customer service. For more information, please visit www.cort.com.

 

By | January 19th, 2016|ad agency austin|0 Comments

Native Advertising as part of a media plan

Native Content by Media Agency Broad Street Co.

We’ve been exploring more native and sponsored content for our clients this year and worked to find ways to make the native content measurable and valuable as a part of our media strategy.  Until recently, there was a lot of ambiguity around the performance of native and we struggled to find ways to measure success.  As vendors and publishers become more advanced on reporting metrics, we’ve become more confident in recommending native and sponsored content as part of the media strategy to build awareness and engagement with brands.

Native content is most successful when it does not disrupt a reader’s experience on a publisher’s site and has the same look, feel and editorial voice of the publisher’s premium original content. This has put a lot of pressure on brands to hire experienced writers and focus on good storytelling as opposed to marketing speak about how great their product or service is according to the corporate marketing department. Readers are sophisticated and can spot this fakery right away and publishers don’t want that content associated with their content and damage the trust established with their readers.

As publishers clamor for good content, brands as publishers can help fill the insatiable appetite for content on today’s Internet. It’s a win-win if executed well and provides an opportunity for brands to tell their story in meaningful ways that we can’t do through display, search and even some video.

We also rely on reporting to provide insights for the brand on the performance of the content. We want to make sure we’re providing good content that is consumed and not just floating around without any actions. We can measure time spent reading, how far down people scroll through the article, how many shares and earned reads we get as well as any interactions with the content images or video. These types of insights help us determine if our content is good quality and being read and shared.

This type of media isn’t right for all brands, but those with needs to tell their story and introduce new products, new ideas and new ways of doing things mean we have a way to introduce these ideas to market.

By | November 17th, 2015|ad agency austin, digital media agency|0 Comments

Here are the Top 5 Tips for the Non Profit Social Media Team (By team, we mean volunteer)

Social engagement for non profits is a great way to engage your supporters and keep the community aware of your organization and its mission. Navigating the social media landscape may not require big media budgets, but it does require attention, effort and planning.

There are key ways to engage your audience and keep them informed of your mission and successes that provide opportunities for meaningful conversations with supporters, constituents and the public.

Here are the top 5 tips to step up your organization’s social game

1.       Be a “Come to” not a “Run from”

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Create a social media voice the presents you as a resource and “subject matter experts” to provide meaningful content in the social media space. Using social media to solicit donations and post press announcements don’t engage an audience to feel as passionately about your cause as your existing supporters already do. An authentic voice will drive engagement and build support for your organization.

 

2.       Be the “tortoise” not the “hare”

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When starting a new social channel, it is easy to get fired up and post five times a day for a week and then nothing again for months. Be the tortoise, not the hare; slow and steady wins this race. Someone should be able to look at your timeline or feed as a chronological look-back window to understand the sequential development and progress of your organization. Consistency builds familiarity, familiarity builds trust, and trust gets donations.

3.       Show & Tell

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Tell a story that people want to hear and illustrate that story with visual elements. Share relevant photos and videos of team members and events. Photos and photo galleries consistently get more engagement than just text. Use photos with people that your audience can relate to and see which images get engagement to build a strategy of image use in your future posts.  If a picture is worth 1000 words and you only have 140 characters to tweet with, sharing an image is the way to stretch your communication coin.

4.       Keep it Fun

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There are so many wonderful (and not so wonderful) resources out there that all claim to have the secret recipe or formula for the perfect social media strategy. And while many of these offer useful information and insight, when the conversation gets so technical there is an eminent danger of overcomplicating and losing sight of your primary goal: to connect people interested in your organization. When things start to get hazy, don’t forget to keep it fun. Think about your organization and what you love about it. Share something that is fun or humorous. Making someone smile or laugh is the easiest, most foolproof way to engage someone when there are scrolling through their feed.

5.       Conduct your symphony

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Quality content, consistency, and telling a visual story, will all be instrumental in strengthening your voice across all of your social media channels but don’t forget your most important responsibility: YOU are the conductor of your organization’s digital symphony. Without you to lead the conversation, all of the voices are reduced to different sounds that make senseless noise and competing for focus; and in some cases can even cause us to cover our ears and tune it all out. Be a thought leader in your organization, provide your opinion and ask the valuable questions that invite your community to engage and contribute. When done right, social media for nonprofits can drive membership and donations and gain exposure for your cause, and that is the music we all want to hear.

By | June 17th, 2015|social media|0 Comments

Viewability Metrics and Media Efficiency

The digital advertising industry loves to glom onto a trend and a buzzword like nobody’s business. The latest is “Viewability” and boy is it suddenly the most important metric you’ve ever heard of and if you aren’t on top of it you’re failing as a media buyer.

While we see the importance of viewability, let’s keep things in perspective. First, what is it and what does it mean?

The media world is so fragmented in how advertising is bought and sold that it has compounded over decades into an era where not only are the delivery methods so vastly different, but so are the negotiating tactics.  In offline media, say for this example, broadcast (TV and Radio), most media is purchased through a measure of GRPs or gross rating points, which is a percentage of the target audience.  Because media vendors compile this data primarily through surveys, it has created an investment landscape where much negotiation goes into rate reductions and added value because the margin of over and under delivery can be high, and as a result these added value pieces which can be perceived as “rare opportunities” are pretty much an essential part of a buy.  Simply put if you’re buying broadcast at rate card price or without added value, you’re being swindled.

Go to digital and the entire negotiating landscape changes.  Media is not purchased on a rating point system, but rather on impressions, where each impression counts as a potential for an ad to be seen.  Because the very nature of digital is to be highly measurable, negotiations are often more matter of fact, and added value either comes not as often or as very light compared to what you see in offline media.  This is because, for the most part, advertisers and the industry as a whole believe that going digital means not expecting a significant under or over delivery (broadcast usually considers an over/under delivery of 10% as the benchmark where makegoods are given from the vendor).

But what we’ve seen this past year more than anything is that impressions simply aren’t enough.  An ad can be placed on site and can technically seen, but what if it’s not?  What if a person went to the wrong site, or clicked directly out of the ad, or even scrolled before the page even loaded?  The ad still counts as an impression but it was never viewed.  That’s where viewability comes in, arguably one of 2015’s most important buzzwords.

What Is a Viewable Impression?

A viewable impression is destined to be the new form of digital media currency that will replace served impressions.  To quote an article from the IAB, “The industry standard… calls for desktop display ads to be considered viewable if 50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds. In addition, the standard stipulates that for larger desktop ad units, 30% of pixels in view for 1 second constitutes a Viewable ad.  Custom ad units and important elements of sponsorships are not consistently measurable today. The measurement standard and the technology are still evolving.”  So in simpler terms, a viewable impression is an impression that will count ONLY if they are in viewable range of a site for a specific period of time.  Viewability-39-percent

Why Is This Important?

This shift into viewable impressions means two things: the first is that is allows advertisers to be efficient with their inventory purchased.  Although it varies by campaign, plenty of impressions are considered “wasted” when they’ve been served but not viewed.  We as advertisers (thanks to these things called “privacy laws”) can not see when a person has their eyeballs looking at our ad, as much as we’d love to know that.  But what we can do, is trace user behavior on a site and determine by that whether or not a served as was really viewed.  Viewable impressions means less media waste and more accurate portrayals of how well our delivery numbers are doing, woot!

The second important aspect that comes out of this media shift is accountability for the vendors.  With the growing concern over data privacy in the US, it’s becoming increasingly important for advertisers to know exactly how well their campaigns did with a specific vendor.  While the optimist in us all wants to believe our vendors will deliver as they report, some larger data companies are making it harder for third party auditors to review campaign data to see if what was claimed in a report actually did happen.  Regardless, a viewable impression means more accountability for a vendor, because if hypothetically all the ads were served, but say, 50% were actually viewed, that’s a completely different window into campaign performance.

While today the IAB is calling for 70% of all measurable impressions to be considered for viewable standard (because 100% viewability is not at this time possible with our capabilities) it is only a stepping stone on the path of total viewability.  The era of purchasing digital and having the inventory and negotiations be “matter of fact” are ending.  Accountability and standardization are finally coming into the digital world, and it means positive  changes not only in the way we measure ad impressions, but also in the way we can leverage delivery as a negotiating tactic when selecting our media partners.

Cost/Benefit Analysis

All that being said, we are not buying inventory for most of our clients based on a “Cost Per Viewable Impression” yet. We still purchase inventory on a Cost Per Thousand (CPM) rate and we keep an eye on our vendors performance with a viewability report. If our vendors are well below our threshold for comfort with viewable impressions we will discuss with them the need to increase performance. We also look at our existing cost per conversion for the campaign and how the overall performance for the campaign relates to our viewable impressions. If our cost per conversion is performing well, we aren’t going to insist our clients purchase only viewable impressions and increase their media cost (and diluting their actual media spend) just we have a good metric to report. If we strategically believe that our cost per conversions are high and if our viewable impressions were better then we may have a case for buying only viewable impressions and seeing our overall impression count in the media plan go down, but theoretically see our conversions go up because we’re getting more viewable impressions.

This theory has not been tested. All the talk about viewable impressions and how important they are is great, in theory, and another case in yet another long line of digital media folks painting themselves into a corner on how measurement is the end all be all for digital media. But, if we don’t do an analysis on the true efficiency of our media dollars we’re just trying to do more with less. The more layers we build on to a media spend, the more the actual media budget gets reduced and overall delivery and results will surely take a hit.

By | March 31st, 2015|digital media agency|0 Comments