digital media agency

/digital media agency

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!

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

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

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

Stop Complaining about Millienials

Morley Winorgrad, author of Millenial Momentum: How a New Generation is Remaking America, spoke to a sold out crowd at the December iMedia Agency Summit. Winograd took a room of agency media execs through the minds and characteristics of the Millenial Generation. The key takeaway for the group was to stop complaining about them and learn how to communicate with them in their environment and with messages that resonate with this audience.

IMG_20141209_095519459The room full of mostly Gen X’ers chuckled at the the differences between Gen X and Millenials and there’s plenty of differences between the two. As Generation X moves in the C Suite to replace the Boomers it is important to learn how to work with and communicate with folks across generations.

Millenials are ‘digital natives’ and know how to use technology to make their lives better, but unlike Gen X’ers who understand how technology works, they don’t care about how the technology works but how it works for them. The Millenials are not only embracing technology and disrupting how we advertise, they are changing the way we communicate with each other. A shocking 19% of Millienials have never had a cable TV bill, and 37% of them prefer to communicate with images…whatever that means.

Gen X’ers are much more self-reliant than Millenials that were raised as part of a group and do not cherish individual achievement over group achievement.IMG_20141209_095738605

Millenials are connected to multiple devices, engaged with each other in robust online and offline communities and expect brands to listen to them. This change in how we advertise from a one to many to many to many to one to one is an evolution in the advertising messaging that resonates with the audience we’re targeting.

New social media advertising opportunities is an example of how the Millenial audience is responding to brands reaching them via Snapchat, Vine, Twitter, Instagram, Pinterest and YouTube.millenials behavoirs

We heard from three Vine users with over 1 million followers each discuss how they work with brands to build six second videos that fit the Vine platform and drive awareness and brand affinity through leveraging the Vine celebrity’s audience loyalty. Brands that are willing to reach out too these new platforms are seeing how their efforts pay off with brand lift that is measurable.Vine family, Eh Bee, spoke about how brands approach them and their content is family friendly but they retain creative control and decide which brands that are a fit with their brand. Bottlerocket spoke to how he uses Vine to connect with his students and how he cultivates an audience. Ginger Wesson uses Vine to reach a short attention span audience and told the audience she couldn’t imagine having to fill fifteen or thirty seconds for video. A hearty laugh erupted as we thought about creatives that can’t seem to get it that we need 15’s and 30’s for pre-roll and not 60’s!

Ultimately, it’s time for us to stop complaining about Millenials and learn how to communicate with them in a way that speaks to their risk averse, high self esteem, and changing work ethic so we may embrace some changes in the agency model.

 

By | December 13th, 2014|digital media agency|0 Comments

iMedia Kicks off Agency Summit: Best Apps You’re Using Right Now Edition

Top 10 iMedia Apps for ProductivityThe 2014 Agency Summit kicked off with the Aspen Meeting of Agency executives and my favorite takeaway to share with everyone is the favorite apps everyone is using for either fun or productivity. Here’s a few of them from my list:

  1. Charlie. This app combs though social media and pulls together a profile of people you have meetings or connections with from their online presence. Genius! What a great way to be prepared for a meeting!
  2. Mobile Day. Dialing into conference calls is a chore, especially when you’re driving. This app takes your conference call credentials and syncs with your calendar for easy breezy conference calls.
  3. f.lux for iOS and Twighlight for Android are great apps that adjust the hue and color of your screen according to the time of day.  Believe it or not, the hue and brightness of your screen can keep you up at night and contributes to eye strain. These are great tools for those of on our devices a LOT.
  4. Afterlight. We always are looking for the best photo filter. This app makes us look as beautiful as we are in real life.
  5. Room 77. This app is great for travelers that want to see exactly what the rooms look like in hotels. This is a pet peeve of mine when booking travel. There’s always a picture of the nice big suites overlooking the beach, but what about the regular room near the elevator because that’s the one I usually wind up getting. Use this app to see a map of where a room is located and what it really looks like. Brills! I tell you, BRILLS!
  6. Dashlane. Speaking of brilliant, this app is my new lifesaver. I am terrible with passwords and maintaining them. This app is a great password keeper and will keep me from having post it notes next to my monitor with a list of all mine!
  7. Expense It. If you travel for business and are scatterbrained like me, you never have your receipts when it comes time for expense reimbursements. This app saves your bacon and your expense reporting nightmare. Snap a picture of a receipt and there, you’re done! Organized and Laurie in accounting doesn’t hate me anymore!
  8. Slick Deals. This app aggregates all the best deals around you on tech products and makes it easy to get the best price on what you’re going to buy anyway! Love a deal, as long as it’s easy.
  9. Yik Yak. This is just for fun. Use your location to see what people are talking about around your and join in. I have a feeling this is built for me to flex my online troll muscle, but that’s probably just me.
  10. Tempo. Here’s another calendar, dialing productivity app. Try a few to see which best suits your and is easy to use. I’m all for using the right app to increase my productivity and create shortcuts for meetings and conference calls.

So, there you have it. My Top 10 apps from iMedia so far! Add yours in the comments.

By | December 8th, 2014|digital media agency|0 Comments

Cyber Monday Shatters Sales Records

While Black Friday sales figured dropped 11% from last year, Cyber Monday saw a 16% increase over last year. Unfortunately for
Broad Street Co Digital Media Agencyretailers the dropoff in Black Friday is not made whole by the rise in Cyber Monday. Online sales broke records in 2014 with sales exceeding $2 Billion. The heaviest online shopping day in history continues to show the strength of online shopping behaviors of consumers. We used to talk about the deals that drove people online such as free shipping to explain this shift, but today we know that consumers are comfortable online and we look at where the traffic is coming from for Cyber Monday.

Interestingly, mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Furthermore, these visitors weren’t just browsing: Mobile sales reached 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year. (VentureBeat)

IBM found smartphones drove 28.5 percent of all Cyber Monday online traffic, more than double that of tablets, which accounted for 12.5 percent of all traffic. That said, tablets drove 12.9 percent of online sales compared to 9.1 percent for smartphones, a difference of 41.5 percent. All of this comes down to a big reminder that the desktop is far from dead. PCs accounted for 58.6 percent of all online traffic and 78 percent of all online sales. Consumers also spent more while shopping on their PCs, with an average order value of $128.24 compared to $110.72 for mobile shoppers, a difference of 15.8 percent. (IBM)

The interesting takeaway this year in online sales is the period leading up to the traditional shopping days are seeing large increases in sales, effectively extending the holiday shopping season to pre-Black Friday and Cyber Monday shopping. This trend is an important measurement for online retailers when planning 2015 campaigns. It’s a benefit to consumers as well because deals are becoming more widely distributed prior to holiday sales and retailers are increasing inventory as demand surges.

The real bottom line is that if you haven’t finished your holiday shopping already you’re way behind! Enjoy!

By | December 4th, 2014|digital media 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.

 

 

Will wearables kill the smartphone?

This year’s arguably hottest Christmas gift will be some type of wearable. In the industry, we’ve been hearing about them for a while and skeptically considered them toys or gadgets rather than functional pieces of technology that will change the way we interact with media and each other. All that is beginning to change.

As wearables continue to penetrate the mobile space they are becoming un-tethered to a device and operating as stand alone technology that can wearablescommunicate with the user without relying on a smartphone.  This is a game changer for the wearable device. How it changes the way we interact with them is yet to be seen. But, to discount their future as a gadget is short sighted. A few years ago we never imagined people would watch a movie on their phone and now it is commonplace. What will the future hold for wearables?

2014 saw wearables go beyond the early adopter geek set to mainstream with 19 million new wearables in the hands, on the arms and around the head of consumers. A recent global survey forecasts growth to 119 million units by 2018.

While the space is fragmented now with devices, we’ll see consolidation and innovation in wearables and there will come a time when they are as ubiquitous as a smartphone.

How will we continue to engage our customers using wearable technology? What will creative look like on Google Glass or on my smartwatch? How will we use the data collected by wearables to make our messages more relevant to the consumer? These questions will be discussed in many agency conference rooms and presentations by vendors, but for now we know not to discount something just because it’s not on our own wrists.

I’ve been testing out my Moto 360 watch and while it has not increased my productivity yet, I’m getting used to its stylish addition to my wrist. So, we’ll wait and see.

 

 

By | October 21st, 2014|digital media agency|0 Comments

Facebook Changes Newsfeed Algorithm, Again.

In a blog post, Facebook announced yet another change to their newsfeed algorithm. The recent changes from Facebook are focused not only on user experience, but also advertising revenue. The brand or publisher posts on the site have seen less engagement as the social media juggernaut forces those posts into a pay-to-play format.

Social Media Management company provides advice on branded posts

Facebook will penalize posts like the one above

 

Today’s announcement looks to penalize the most popular posts that drive users off the Facebook platform to the wider web. The official position is the new alogrithm is meant to reduce the spammy (and oft parodied) “You’ll never believe what happened next” posts categorized as “clickbait.” While this is a welcome relief for some of the true offenders of clickbait posts, it is an interesting step in how Facebook sees their newsfeed and is finding new ways to ensure what their users see is quality and relevant content.

Facebook faces two challenges that, at times, are in conflict with each other. On one hand, they want users to remain on the site in the Facebook environment and on the other hand, they want brands to pay for their spot in the newsfeed to drive users out of that environment. As the company matures and is beholden to a profitable business model, we’ll see how that shakes out.

It’s a good reminder to update your brand’s facebook strategy and post guidelines. Are you an accidental offender?

Top 5 Facebook Tips:

1. Make your posts relevant for your audience
2. Use photos in your post (use the right size photo)
3. Start a conversation. Ask questions. Reply to user comments.
4. Post when your audience is online. Is your post time sensitive? If so, schedule it accordingly.
5. Take advantage of Trending Topics and use hashtags appropriately.

By | August 25th, 2014|digital media agency, social media|0 Comments