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Category Archives for "Programmatic 101"

Jun 05

What Keeps You Creative?

By Traci Hudson | Accountability , Brand Strategy , Core Values , Creative , Data Strategy , Family , Hustle , Programmatic , Programmatic 101 , Programmatic Managed , Search , Social Media , Starfish Core Value , Starfish Family

creative, graphic design, designer, artist, creativity

In a word? Coffee. But on a serious note, it is a challenge to be creative 24/7. However, it is one of the daily requirements, being a graphic designer. It is important to keep things fun while staying true to the requirements set forth by the client.

Personally, I take a lot of photos while I am off of work. I also travel quite a bit, so I like to use my personal photos in the ads that I create. I go walking on my lunch break and look for cool images that could be used for backgrounds. Sometimes a picture of something seemingly boring like a gravel path can be interesting when added to an ad.

Starfish is a digital agency, so I also use the social media platforms that we design ads for in my personal life. I like to be able to keep it fresh in my mind how the images will look on phones or tablets. Each platform has its pros and cons, and it is important to be aware of both.

Plus our work environment makes easier to come up with ideas. We have a fun group and joke around when brainstorming.  Our more “out there” ideas get written on our chalkboard walls. One step into our office and you would have a chuckle at our antics.

I also like to look over ads that others have created so I can get ideas, but also avoid accidentally copying artwork others have done in the past. I look at ads that I have created before but try to make them look refreshed, and new and exciting.

Those are just some ways that I can keep myself in a creative state of mind. It is very important in this industry, and each person is different, which is what makes our company so great. We all have different perspectives and techniques that come together to create amazing content for our clients.

Jun 05

What to Expect Partnering With Us

By Caroline Herman | Accountability , Brand Strategy , Core Values , Creative , Data Strategy , Family , Hustle , Programmatic , Programmatic 101 , Programmatic Managed , Search , Social Media , Starfish Core Value , Starfish Family

When trusting an agency to build up your brand and grow your business, you want to know what you are getting yourself into and who you are trusting your company with. There are a few things that you will get out of a partnership with Starfish…

A Full Digital Audit

Auditing your digital presence will allow us to identify areas of strengths, weaknesses, opportunities, and threats. Digital audits align with one of our core values (hustle) because we work hard to continually improve. We perform an initial audit as well as additional audits periodically throughout our partnership.

 

A Customized Strategic Digital Plan

Many ad agencies offer predetermined packages that cannot be customized to fit your specific needs. One of the reasons we perform a full digital audit prior to beginning our partnership is because it allows us to identify areas that best meet your needs. We also continue to perform audits so that we can revise the strategic plan as necessary. In other words, as your companies digital needs change, we can customize the strategic plan to meet your needs instead of continuing to offer the “same old, same old.”

 

Personalized Advertisement

This specific area sets us apart from other advertising agencies. Many programmatic advertisers and Social Media marketers offer packages that only include generic advertisements they can use with any company. Our creative team produces personalized advertisements in which the images and content are tailored to appeal to your specific audience. Personalized ads are important for increasing brand identity in your market which aligns with one of our core values: family. We strive to produce content which will invite people into your brand’s family.

 

A Partner Invested in Your Success

We are more than an ad agency. We form partnerships because we understand that building a digital presence requires open communication and consistent effort from both partners. It also aligns with one of our core values: accountability. Partners hold each other accountable for their contributions to the partnership because those contributions make an impact on results.

 

We are invested in your success. Every ad, every post, every strategy, etc. is formulated from analyzing the data from your individual accounts. We are investing time and expertise in improving those results. It’s important to fully understand that we are making a long-term investment into your success. Just as social changes do not happen overnight, neither does a digital performance. 

Apr 14

The New Traditional

By Abel Sanchez | Programmatic , Programmatic 101 , Programmatic In-House , Programmatic Managed

Starfish Ad Age Programmatic Ad Agency Longview Tyler Texas Dallas Shreveport

Recently, I had a conversion with a friend who has been in Traditional media for over 20 years.

Our discussion got a bit heated about how traditional is no longer as relevant as it was five years ago. Frequency is no longer the best format in traditional. The dollars are wasted, why? Because, no one is watching or listening anymore at 5 o’clock or on broadcast time, we are all too busy getting content from our phones.

Face it we now use our phones to pay bills, check balances, order pizza, play music, check up on family and friends through social media, communicate with emails, text and in some cases use the actual phone to make a real call to someone. We have moved quickly and quietly to a device that has hundreds of platforms out there we use every day.

To prove my point, I’m writing this blog on my iPhone right now using an app and listening to music at the same time while am waiting to get a haircut, Convenience!

Being able to reach an audience on these devices have become a difficult task.

My friend’s argument was that people don’t click on ads. “Ok, you got me there, cause I don’t either.” I don’t click on random ads, but when the ads are relevant or interesting TO ME, the chances have gotten much higher. It’s not about flooding a user with ads. Targeting audiences on the most personal device they own take a lot more planning, A/B testing, creative and optimizing.

Consumers move quickly from platform to platform, regardless of the news of companies like Facebook selling your data to advertisers (as if you didn’t already know, nothing is free and your data is currency). Consumers want instant gratification (there’s an app for that) and what better device than mobile.

Now, I am not advocating for brands to completely remove traditional from their marketing strategy, but the amount they spend on traditional shouldn’t be the same or more. If brands have not shifted budgets over to digital, they are going to come in last in this digital marathon, and trust me you don’t want to cross the finish-line or check that box off.

So my rebuttal was Programmatic creates that same kind of traditional gratification but in a digital format, focusing on mobile devices should be your #1 push.

Food for thought…

Apr 12

Social Platforms and Programmatic

By Abel Sanchez | Brand Strategy , Creative , Data Strategy , Programmatic , Programmatic 101 , Programmatic In-House , Programmatic Managed , Social Media

Starfish Ad Agency Programmatic ads Longview Tyler Dallas Shreveport Digital Unplugged Marketing

This morning I had a thought as to how brands can leverage some of the platforms across all of these different ecosystems. One of the things that I have learned, based purely off of experience and practicing what I preach, is being able to build a brand inside of these ecosystems. When you look at social, those platforms are the best way for you to build your brand regardless of if you are just starting out or have been in business for decades.

On these platforms, there is no way that you can go in there and think that what you did five or ten years ago with traditional will give you the same brand recognition on those platforms. You have to go at it like nobody knows who you are… because they don’t.

It’s kind of like what Gary Vee’s book Jab Jab Right Hook says. Can you sell a product on these platforms? Absolutely. I believe you should. But not every single post should be about you trying to sell something to someone. You are actually talking to another human being. This is an interaction and a networking opportunity for you. Once you establish that connection with your consumer, then you have the ability to target them. You can use that same methodology; jab with social and give them a right hook programmatically.

A lot of people don’t understand that you can use programmatic strategically as an overall capability to leverage so much of your marketing and your strategy. Because so many people get lost in just two platforms, or maybe they hate programmatic. Gary Vee is not a fan of programmatic, but he talks about doing a Google search and hours or days later you go on youtube and see an ad for what you searched previously. That is a form of programmatic. When you think about it, you are actually telling Google what you want to see. You put yourself in an auction environment inside that ecosystem. You are telling the market what kind of product you want to see and what you are interested in buying.

Being able to do that is a form of programmatic regardless of what you think. It is extremely important for brands right now to use social as a way to tell a story. If you can’t tell a story, and you are just going to rely on the traditional media you have used for the past 50 years, you won’t get any engagement or new business. You need to be able to appeal to a younger generation; someone who is actually using these platforms. You need to give them a reason to buy your products and tell them a story that makes them feel comfortable as if your product is the right one for them at that particular time. If all you are going to do is sell, sell, sell… you are going to lose.