ad agency austin

/ad agency austin

Google Ads Enhanced with Maps and Images

local-search-ads_featured-image

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.

BookofListsimage

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.

 

expertisebestagency

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

Buzz Wars: Super Bowl v. Digital

SuperBowThumb

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.

giphy

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

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
cort_furniture_color

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.”

###

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

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

Emaillogo

AUSTIN, TX/CHARLESTON, SC– January 7, 2015 – Broad Street Co. has been selected as Digital Agency of Record for CORT, a Berkshire Hathaway Company. The agency will oversee the brand’s digital 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. “Broad Street impressed us with their track record in 2014 on our account, consumer insights and deep experience positioning brands to succeed in today’s rapidly-evolving digital landscape,” said Mindy Oliver, Online Marketing Manager for CORT. “Our focus on digital marketing to reach our revenue goals means we are looking for a strong partner with deep digital experience.”

“We are thrilled to continue and expand our relationship with CORT into 2015. Working with a team that understands the complex moving parts of digital 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.”

###

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 digital including strategy, insights, social, influencer marketing, search, analytics, and media. The agency’s clients include Whole Foods Market, OneOK, Sharpe Vision, and Better Business Bureau. 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 7th, 2015|ad agency austin|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?
Last_click

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?

time-decay

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.

custom_model

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.

 

 

Broad Street Co. Applies for grant to support non profit clients

For Immediate Release

October 1, 2014Broad Street Co Corporate Philanthropy

Media Contact:
Charlie Ray, 512.275.6227
Charlie@a04.d8b.mwp.accessdomain.com

Local Business, Broad Street Co., Needs Support to be move on to the next step for $150,000 Grant from Chase Mission Main StreetSM Grants
Help Broad Street Co. Grow by Voting Online Before October 17

AUSTIN, TX – Broad Street Co., a local digital advertising agency, has applied for a $150,000 grant from Chase as part of a newly launched program, Mission Main StreetSM Grants. Broad Street Co. must submit a questionnaire outlining a business plan that will result in growth of the business and receive at least 250 votes to be eligible for a grant. Full eligibility requirements are available in the Program Rules. Customers, fans and community members can show support for Broad Street Co by voting at www.MissionMainStreetGrants.com using Facebook Connect.

The voting deadline is October 17, 2014 and grant recipients will be selected by expert panelists. “We believe this grant would help us grow our ability to support non-profit and charitable organizations with media strategy and campaigns for their own awareness and fundraising efforts. These pro bono clients are important to us as we support the community we live in with high level ad agency services they can’t afford otherwise,” said Charlie Ray, president of Broad Street Co.

Through Mission Main Street Grants, Chase will award $3 million to small business across America. All businesses that apply for a grant and meet the eligibility requirements will receive a special offer from Premier Sponsor, Google. In addition, the 20 grant recipients will be eligible to receive a trip to Google for an exclusive small business marketing workshop with Google experts and a Google Chromebook laptop.

The 20 grant recipients will be announced in January 2015. Consumers can show support by voting for Broad Street at www.MissionMainStreetGrants.com using Facebook Connect before the voting deadline on October 17, 2014. For additional details about Mission Main Street Grants visit www.MissionMainStreetGrants.com.

About Mission Main Street Grants
Demonstrating an ongoing commitment to small business, Chase launched Mission Main Street Grants, a program that will award 20 grants of $150,000 to small businesses across America. By completing a business profile, a grant questionnaire, and meeting relevant eligibility requirements, small businesses will have access to special offers from the Premier Sponsor, Google. Chase is committed to helping small businesses so they can take big steps for their business and community.

About Broad Street Co.
Broad Street Co. is a digital advertising agency opened in 2007 with offices in Austin, TX and Charleston, SC. Broad Street serves clients across many verticals and works with charities and non-profits on a pro bono basis to support their efforts with a high level of agency services they could not otherwise engage.

Some of our past and current non-profit clients include:

aGLIFF (Austin Gay & Lesbian International Film Festival)

Hereditary Neuropathy Foundation

First United Methodist Church

AIDS Services of Austin

Dallas Symphony Orchestra

Children’s Advocacy Centers of Texas

 

By | October 2nd, 2014|ad agency austin|0 Comments

Download Our App

We created a mobile app for our clients and prospective new clients to send us requests for media proposals. As a digital agency, we embrace mobile trends and understand that we cannot always dictate how people want to communicate with us. We decided to make it easy with a simple app to submit a request for a media plan.

Check it out (available in the Google Play store) and send us a request for your next campaign. broadstrapp

We’re the first digital agency that will tell our clients they don’t need an app, but we wanted to show just how easy it can be to create a useful tool that embraces mobile.

 

By | March 31st, 2014|ad agency austin, digital agency, mobile|0 Comments

Broad Street Co is now a Google Partner Agency

Broad Street Co Google Partner Badge

AUSTIN, TX/CHARLESTON, SC — Broad Street Co. is proud to announce its achievement of becoming a Certified Google Partner. Being Google Certified is not new for Broad Street, but in October of 2013 Google introduced its new Partner Program. The new Google Partners Program eliminates the certification program and instead offers agencies an opportunity to assure their clients they are working with a trusted Google Partner.

Broad Street invests in our employees to learn the skills required to launch and manage complicated digital campaigns, including search and we are proud to earn this badge. “We have had a close relationship with Google for many years, and this recognition of our expertise and abilities as a trusted search provider for our clients is just another example of our commitment to service,” said Charlie Ray, Broad Street Co. president.

The Google Partners program identifies trusted and reliable digital marketing companies that excel with Google products. To become a Google Partner, online marketing agencies must have a proven track record of delivering results for their clients, employ Google Adwords-certified online marketers and stay current on Google’s best practices, tools and products.

“The Google Partners Badge is a testament to our hard work on our client’s behalf and we look forward to working on our next campaign,” Ray said.

If you are looking for a digital agency for your company, contact us!

# # # # #

 About Broad Street Co.

Since 2007, Broad Street Co. with offices in Austin, Texas and Charleston, South Carolina has been helping clients with digital strategy and media. We’ve executed award-winning campaigns for national, regional and local clients across industry type. Broad Street Co. was founded by Charlie D. Ray who, with over 15 years experience as a marketing executive on both the client side and publisher side, brings his considerable strategic skills to media execution. Broad Street Co. is an advisory board member of iMedia and a Google Partner Agency

By | February 26th, 2014|ad agency austin|0 Comments