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Category Archives for "Programmatic"

Feb 25

10 Ways Instagram Has Changed Our Lives

By Caroline Herman | Creative , Data Strategy , Programmatic , Social Media

caroline-herman starfish ad age llc longview texas east texas programmatic ad agency tyler texas shreveport

Instagram has over 1 billion users, each spending an average of 53 minutes on the app per day.

Photography: helped the “selfie culture” rise up, and both professional and amateur photographers can showcase their work and get their name heard

Food: Now when we sit down to a meal, the first instinct of most people is to post a picture of their meal to Instagram. It also helps chefs and bakers and cake decorators to get their work seen. Restaurants even play into the new trends by decorating their eateries in such a way that attracts these influencers. Hey, free advertising.
Travel: influencers are paid to post “reviews” of destinations “Insta-tourism”

Art: museums used to specify “no photography” but now there are pop-up museums all over the world dedicated to being social media friendly.
Nature: We have started to view going outside as an aesthetic experience instead of genuinely enjoying the outdoors.
Marketing is now done on social media more than in a traditional sense because that is where the ideal audiences lie.
Journaling is no longer a messy book only for the creator’s eyes; it’s an entire Instagram art form.

Fitness: some may even say that the amount of fitstagrammer’s promoting health and fitness is at a dangerous level.
General life experiences are now amplified because of things like Instagram Stories, which let you document even the most mundane events in your life for all of the world to see.

Diversified beauty standards

Flat lay phenomenon- Still life photography has always been popular, but now showing off the contents of your purse or the layout of your desk in an aerial type shot is trending. Simple and visually pleasing, flat lays artfully showcase these overhead product shots.

Brands have developed entirely on Instagram, bypassing traditional advertising and marketing, they are able to attract new business simply by the amount of likes and follows they get on social media. (Frank Body and Daniel Wellington)

Virtual influencers, completely digitally created, have taken Instagram by storm. (Shudu Gram and Miquela Sousa)

Feb 14

Understanding Digital

By Abel Sanchez | Accountability , Core Values , Creative , Family , Hustle , Programmatic , Search , Social Media

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

Understanding Digital vs Just Pitching the Product

A lot of agencies and media companies typically teach their sales people how to simply pitch the product instead of actually teaching them to understand the fundamentals of the product. Their mentality is just “give me the bullet points and I’ll make the sale”. But the thing about digital is that it’s a living, breathing organism. There are a lot of moving parts. It moves, it feels, it touches, and you can do so much with digital and to use it to its fullest potential, you have to understand human nature. That is who you’re really trying to capture. It’s about understanding how all of the different platforms connect, and how they’re able to deliver a relevant ad to the right consumer at the right time, and more importantly on a mobile platform.

People use their mobile devices more than anything else. If you have an iPhone, newer iOS tells you all about your screen time. Think about other people. When you go to a restaurant, when you’re at a red light, when you’re at the store, think about what the people around you are doing. They’re almost all on their phones consuming media.
So understanding the difference between pitching digital and actually understanding how digital connects us all is what separates us from the masses. I don’t want any of my staff to only know how to pitch a product; they need to understand how it all functions. 3 main things I need them to know about digital platforms is that regardless of what we don’t like or agree with, we cannot run our digital campaigns based on our interests. We have to let the market and audience decide. I also always tell them to never stop learning. Always push yourself to learn more and new things every single day. And lastly, digital audiences are not numbers. We may look at them as such, but they are real humans too, and that is important to remember so that we can be mindful about the creative we push out.

Our core values are family, accountability, and hustle. Those tie into understanding digital because in order for us to be fully aware of the best possible ways to utilize this technology, we first have to be accountable for ourselves, and we have to understand the value in family so that we can make relevant creative content. We want to surround ourselves with the right minded people so that we can hustle harder and produce the right results every time.

What are the 3 main things you want your staff to know about digital so they can better understand how to use it?
Regardless of what we don’t use or like we cannot run digital campaigns based on our interest, let the market/audience decide.
Never Stop Learning
Digital audiences or data are not numbers, they are people

How do your core values tie into understanding digital?

How do you ensure your staff is up to date on the latest in digital?
Training

Feb 07

The Journey to Starfish

By Abel Sanchez | Accountability , Core Values , Family , Hustle , Programmatic , Starfish Core Value , Starfish Family

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

When I first started in the marketing industry, I took a job as a media sales rep, selling cable TV. I fell into it by accident. I was looking for a job and I saw an ad that said “Make $1800 a month in 6 months guaranteed in sales”. I ended up liking it and making some pretty good money. The boss that I had was a really nice lady, but the problem was that she wouldn’t allow me to grow the business. She wanted me to do things her way. But her way was “old” and cheap. After 8 months, I started losing accounts because of her methods. I gave her an ultimatum because for 3 months back to back I made less than $100 a month and I had a family. So I told her I need to be able to grow this business the way I want to and without her interference, or I walk away. I had already gotten some recognition for the company so my leaving would have been a red flag towards the company. So she left me alone, and after 4 more months I gained that business back. Ever since then I enjoyed what I was doing. I was able to turn that market into one of the most profitable markets in the company that I was working for. I was the #1 account executive in the company. I had gotten recognition 6 years in a row, as part of the President’s club, which was reserved only for top reps in the company.
Growing up, I was fucking poor. I grew up with my grandparents. They were migrants. They would travel to Wyoming to work in the sugar fields. The fields were about 2 miles long. That work is how I would get my school clothes and when I was 13 I said “fuck this shit, this is not for me” and that is one reason why I have the work ethic and discipline that I have. This shit is not hard labor. It is time consuming, and it takes away time from my family, but I love it and I wouldn’t ever do anything else. I think that is one of the reasons why I have never complained about the work that I have to put into this. I would always tell other AE’s when they would ask how I do it “I don’t fucking complain, I just get the work done”.
About 8 years ago, I decided to dive deeper into digital. I knew where the industry was headed, and I knew the company I was working for and how they were teaching us to pitch digital, but not giving us the fundamentals to understand it. There was no training other than teaching us the right answers to clients’ questions. I didn’t want to know a sales pitch; I wanted to be able to truly explain the process. I got a lot of resistance for my IAB training from the executives who were in charge of the digital products we sold because even they didn’t understand it and they felt threatened. I wasn’t trying to make anyone uncomfortable. I was really just trying to be a better salesperson. After a while I realized I knew more about it than they did. Here’s the crazy thing about digital; it changes so rapidly that if you don’t constantly educate yourself, you’ll get left behind. I was the only account executive in the company I was working for that was certified. I even hosted my own training, on my own time, to train other employees for free. Some of them were scared of it because they couldn’t comprehend it. It was difficult for them to understand it because in a way they had, in a matter of days, untaught themselves what they had been taught for so many years about digital. What I didn’t realize was that in doing that training I was setting myself up to move to a different stage in the company. But unfortunately, people don’t leave companies. They leave bad bosses. And that led me to look for a company that would embrace my knowledge. Which led me to East Texas.
Moving here was actually one of the best decisions I’ve made. While I have been here, one of the things I picked up very quickly was that, like back home, they didn’t understand digital. They didn’t understand the information they were selling. They just wanted to make a quick sale. But I soon realized, that with the knowledge and experience I had, I could build a company on my own.
I started this company with my partner in February of 2017. We both left six-figure jobs. Has it been difficult? Fuck yeah it’s been difficult. One of the craziest parts of owning an agency is that it’s lonely as fuck. But it’s one of the reasons why all of my experience in the past 18 years in media and marketing, the ups, the downs, have given me the clarity to create the core values I want to instill in my company: family, accountability, and hustle. One of the most important parts about Starfish is that I’m not here to sell this company. I am here to build a legacy. I want to be the number 1 programmatic ad agency. And knowing that the future of programmatic is shifting, and traditional dollars are moving towards digital, being able to harness a programmatic platform and utilize our capabilities to access and use private marketplaces is extremely powerful, not just for our business but for our clients’ business. “Believe in your fucking self” is on a sign hanging above my desk. I look at it every day and remember the journey that I have been on to get to where I am at today. And it also reminds me that the journey isn’t over.
Starfish is growing. Just like any company, we have our ups and downs, and anything that goes wrong is clearly my fault and when we have wins, its everybody’s win. Because without my staff I would not be where I am at. Most people don’t trust other people when they hire them especially in a small business because they feel that they will learn the secrets and go off and start a business on their own. Personally, more power to them. I’m not afraid of it. There’s a clean difference between someone having an idea and someone having the balls to execute it. Everyone has ideas but you have to put in the fucking work to make it happen.

Sincerely,
-Abel motherfuckin’ Sanchez.

Feb 04

Why Does Digital Take So Long

By Abel Sanchez | Brand Strategy , Creative , Data Strategy , Programmatic , Search , Social Media

We live in an instant society. Which means that one of the biggest misconceptions about digital advertising is that people think of the word digital, and they think instant results. But anyone who says they can give you a return in less than 30 days is lying to you; they don’t truly understand how it all works. Like the competitor, we could also promise to get you leads. But those leads don’t matter in the long run, unless you’re also seeing the results you desire.

As with anything you do in life, it also takes time to build your brand. There are so many different platforms to work with, and not everybody knows how to use them all. And if you think that just spending a couple of hundred dollars on AdWords or Facebook is going to get you the results you want, you are mistaken. Our job is to help businesses navigate through these platforms and help brands generate an ROI.

For example, we have clients that haven’t run a TV ad for six months, but they still have customers come in and tell them that they heard about them on a TV commercial. How is that possible? Time. Repetition. It takes time for people to receive your message, and what’s more, is that they also need to get your message at the right time so that it is relevant to them. If you were to put a commercial on TV, it would take time to get the commercial done right, and then more time to get it heard and seen, and then even more time on top of that to see the results.
Digital doesn’t just send things out to the entire market randomly as traditional does. It’s about finding that community that your message is relevant to at that particular moment in time. And in this time when everyone and their grandmother is on a smartphone, we are very mobile-oriented; meaning that we are highly skilled with social media and mobile friendly sites.
Our slogan is “in a sea of advertisers, we make you the star of the ocean” for a reason. Here at Starfish, we help your brand stand out. We target the right consumers at the exact right moment to get you the results you are after for your business. So let us make you a star.