How We Work With Ad Vendors
At Ethic Advertising Agency, we look to provide logical, additional sales opportunities for advertising vendors to provide to their client base. The key to a good programmatic integration into a print, TV, radio, other digital format, or out of home medium is identifying ways that the two mediums naturally complement each other for a more effective overall campaign. We are a true partner that works with advertising vendors to help you, your client, and us all make more money.
How Ad Vendors Profit From Working With Us
We leave plenty of room for markup and access to new revenue streams. Ethic Advertising Agency is not a large corporation, we are a debt free company, and we operate on a low overhead business model. This means that we are able to happily maintain a relatively low margin resulting in better pricing for our clients and stretching the advertising budgets further. We are adamant about win-win relationships!
Sample of Logical Integration
Below are some simple examples of the types of ways we love integrating our programmatic advertising with advertising vendors. There are thousands of possibilities, but these will kick start your thinking.
For this example, we'll focus on search. If you run SEM or SEO for your clients, you probably have a really well developed keyword list. Our programmatic advertising can take the same keyword list and serve display, video pre-roll, and OTT ads to people searching for and reading content with these same keywords. That's a nice, logical complement to what you are doing, right? Well, we can also layer on third party demographic data to not only reach people actively interacting with your keywords, but individuals who are the "right" type of people that are interacting with your keywords.
Digital Ad Vendors
Local TV stations still hold a ton of value & effectiveness. Wait...what? A digital focused shop not bashing a TV station? You read that right. We believe that there is value in TV & often recommend it to our clients, but we do see digital as the future & the path for TV's natural evolution. However, it's not profitable to simply add OTT/CTV & video pre-roll offerings to your media kit if you don't have the right partner. You should find a partner that understands how it can complement the station's other advertising services, educates your staff, & provides more advanced targeting capabilities than your competitors. It creates a more well-rounded campaign for your clients & helps brand your station as a video advertising expert & not solely a local broadcast station.
Television
We love to bookend our digital advertising with print publications. This means serving your digital ads to the exact same audience that receives your publication two weeks before and after the drop date. This is accomplished through our addressable geofencing technology. Not only does this improve the effectiveness of your print advertising, but it also offers physical conversion tracking for your clients that have brick and mortar locations. For example, if you have a restaurant client, we'll be able to provide data on the number of times people enter their restaurant who have also seen our digital ad, and your print ad by association.
A site retargeting package can be a great complement to radio. Radio can be the anchor that drives attention to your client's websites, but think about how much more effective your campaign would be if your client was retargeting those website visitors with banner ads, social media ads, video pre-roll ads, OTT/CTV, native, etc.... We all know that clients judge advertising on sales instead of qualified traffic/leads like they probably should, but a simple idea like a site retargeting package could make the difference in having a happy or unhappy radio client.
Radio
Benches, and bus stops, and light rails, oh my! If you give us a list of all of your pedestrian driven out of home advertising locations, we can put a little GPS based geofence around each location. This fence will start collecting devices that have entered the geofences. Then we'll start serving these devices ads. Next we'll start serving ads to additional devices that are linked to the original device (example: we started targeting a cell phone, but then we are able to also serve ads to the cell phone owner's smart TV, tablet, & computer). Lastly, we'll track these device's physical conversions to see which ones show up at your clients' locations. Improve your advertisings performance & its proof of performance.
Out of Home
DIRECT MAIL'S NEW BEST FRIEND IS ADDRESSABLE GEOFENCE TARGETED ADVERTISING! That's in all caps because this example is amazing for direct mail vendors. We are able to take your direct mail address list & serve digital ads to devices that have entered the property before, during, & after the direct mail drop. Cool, right? We can also provide reporting of any device that was served our digital ad (in turn your direct mail piece since we are targeting the same addresses) & physically turned up at your clients' location(s). Improve the results of your direct mail campaign & improve the proof of performance of a campaign's results!
Direct Mail
Ethic Advertising L.L.C.
1 Forestwood Dr, Suite 100
Pittsburgh, PA 15237
Phone: 412-224-2100