WHY WORK WITH US
We’ve all heard and/or said it: The media landscape is changing every day. How can I keep up with it and not take my eye off the proverbial ball? We think we’ve got part of the answer…
Since the advent of digital marketing and search engines, agencies and advertisers have focused on things like CPC, ad exchanges and attribution. Gone are the days of being able to focus on a brand, a message and the most meaningful ways in which to engage consumers and change behavior. Our agencies and partners think that needs to change.
Our strategy is to engage audience in the most relevant, local context possible. Hyper-local display advertising and localized marketing messages through content creation are the resulting tactics. The results are astounding.
If user-generated reviews were enough to sustain business growth, wouldn’t someone have published a book of them hundreds of years ago?
Our customers focus on the stories that speak to their prospects and customers, showcase their expertise and humanize often faceless services. The result is an opportunity for a business to build a relationship with a consumer and create interest early in (or even before) the consideration process.
As a consumer, would you rather know that “there is a sale on flowers” — or — that there is a sale on: a) flowers that grow well in your community/climate, b) flowers that have been purchased and planted by someone “like you” that lives nearby, c) flowers in a local garden center staffed by people that have lived in the area for 30-years?
We help you capture, produce and distribute the full story. The result is engaging content that can be used in a variety of ways for years to come. We say “Build equity instead of someone else’s business”.
Let’s examine a couple of common themes heard echoing throughout the display advertising community. We believe the comfort with these types of statements prevents agencies and advertisers from cutting through the noise, standing out and building an effective advertising strategy.
“I already buy local display advertising”
“I can only manage the 10 ad partners already in my plan”
“If you don’t have 1B ad impressions, it can’t work for me”
What if an agency or advertiser asked themselves why they use the canned responses above? What if we challenged the conventional wisdom that millions of faceless eyeballs run through dozens of technologies might not be the best way to buy advertising?
- “I already buy local display advertising” should imply that an agency or advertiser has examined not only the profile of the traffic, but the context from which it comes. Would an advertiser rather serve 100MM ads to a “cookie profile” on random, unbranded websites or 10MM to people of similar interests and location on branded websites? Our partners would say the latter (we bet you would agree) and the results speak for themselves.
- “I can only manage 10 publishers.” This approach makes a lot of sense – for the dozens of technologies wedged in the middle of the ad buying/selling process. But does it make sense to focus on letting others plan and buy your media for you (effectively what those “10 partners” will do) or to have control of your media plan and the brand against which yours is aligned? We think this is an easy one.
- “But I need 1B ad impressions” is probably the most common conversation in media buying today and – in our opinion – the most alarming for agencies and brands. Sure there is a time and place for mass marketing and consumption of “cheap” audience. Just not for most major brands and certainly not for agencies and advertisers that already know their target market. We’ve asked dozens of leading agencies the question “Why? 1B” and invariably we get the same response: “Because that’s what we do.” Our approach focuses on what works, control of your message and control of your brand.
“Scale” really isn’t without basic control mechanisms and “success” is likely unrepeatable. We say focus on your target and know your media partners. We’re proving it takes less time than agencies and advertisers thought while creating opportunity for real short and long-term success.