This question pops up a lot and it has a two part answer. Part one is that an advertising agency is supposed to be a fountain of creativity, but most ad agencies are named after their founders. Our innovation starts with our name.
The second half of the answer is simple. Like any industry, not every advertising agency operates ethically and holds their clients needs at a higher regard than greed and self preservation. Ethic Advertising Agency is about doing business above the board, producing a higher quality service, and upholding a moral responsibility for all that we work with. Also, if we have the word “ethic” in our name it’ll reinforce that brand and culture. It keeps us honest with a clear cut identity.
Ad agencies have a variety of different setups and specialties. At Ethic Advertising Agency, we have evolved into a digital programmatic advertising powerhouse with award winning creative capabilities. But why is this important? Well, we believe that the creative and the targeting are equally important in advertising. You have to say the right thing to the right people to get the desired results.
Most programmatic providers don't provide creative at all or they outsource their services and the same is true vice versa. At Ethic Advertising Agency, we do the strategy, targeting, and creative all in-house for those that need it. If we are working with an advertiser, ad agency, or ad vendor that does their own creative, then we often act as a knowledgeable sounding board for creative ideas to help ensure the best results.
We are honest, experienced, hard working, and more than fairly priced. Our focus is digital programmatic advertising and creative development. This is what we are best at and we have invested in the tools/resources to become so. However, we started as a full service advertising agency and maintain those custom, high quality standards and service today. We are not a plug-n-play programmatic assembly line. This also means that we understand (and still offer) all other advertising services ,which is important for an advertiser looking for a talented shop to do everything for them and for an advertiser, agency, or vendor that's looking for a programmatic and/or creative partner. We understand and look at the big picture of an advertising campaign, whether we manage a small part of it or the entire campaign.
Advertising agencies have a variety of pricing models. Some are commission based, some are retainer based, and some are a hybrid.
At Ethic Advertising Agency we provide upfront pricing and offer maximum CPM estimates for our programmatic advertising solutions and hourly or project based creative pricing for graphic design, video, and audio production.
When comparing agencies, it's a good idea to keep it simple and look at the cost vs the deliverable. For example, if you are looking for a multi level digital advertising campaign with creative for $100,000, see what type of creative (looking at quality and quantity) and estimated reach/targeting included in the package. It is also important to look at who you'd enjoy working with most and trust. You want to find the right fit that is also going to give you the most value. That can't always be measured in dollars and cents alone.
We provide frequently asked advertising questions because education is a large part of what we do everyday at Ethic Advertising Agency and we love it! Not only do we get to educate ourselves by learning about our clients and our industry, but we feel compelled to provide education to others through our Frequently Asked Advertising Questions page, social media, educational videos, public speaking, class room lectures, the 9 Reasons Why Advertising Doesn't Work e-book, and offering free one-on-ones with businesses and individuals.
Cash is king, and having a healthy advertising budget will result in more exposure, traffic, and revenue. But there are opportunities to advertise that cost absolutely nothing upfront. However, before you start spending advertising dollars you should first build a budget based on your current revenue, projected revenue, and business goals. Whether you have an advertising budget in the hundreds or in the millions, proper advertising budget planning is a critical step to ensure fewer mistakes, prevent over/under spending, and improve your advertising success.
The Cost Per Thousand (CPM) refers to the amount of money it takes to reach 1,000 members of a specific demographic. For example, if you spend $1,000 to reach 10,000 individuals between the ages of 25 and 54, it will cost you $100 for every 1,000 you reach.
A Cost Per Thousand (CPM) is a tool that will allow you to compare different advertising opportunities on the same playing field no matter if they are in the same advertising medium or in different ones. For example, you may have two TV campaigns that both cost $10,000, but you get 250 :30s commercial spots with one and only 100 with the other. It might look like the one with 250 commercial spots is the better deal. This isn’t always the case because the campaign with 250 commercials might only reach 100,000 members of your target demographic for a CPM of $100, whereas the 100 commercial campaign might reach 150,000 for a CPM of $66.70 (Note: As previously mentioned, CPM is a tool and should not be the only factor in making a decision.)
Search Engine Marketing (SEM) is when you pay to show up in search engine results on a pay-per-click basis. A great example of this is Google Ads Search.
Search Engine Optimization (SEO) is when you organically show up on search engine results. AKA: Google thinks that your website is the best one to show to a person based on what someone typed into the search box, your websites content, and many other factors in Google’s algorithms. Theoretically, SEO is free. But with such a competitive and ever changing landscape, you often need an SEO expert’s help to get your site to its highest level of efficiency (first page of search engine results).
CTR stands for Click Through Rate. It is a percentage showing the difference between the number of clicks verse the number of impressions in a digital advertising campaign. This ratio is an indicator of how compelling advertising is to the people it is being served to.
Example: 2,500 clicks divided by 1,000,000 impressions multiplied by 100 = 0.25% CTR
There are a lot of different banner/display ad sizes out there, but some are more commonly used on websites and apps than others. It's a good idea to focus on the common sizes, create multiple sizes (we recommend 8 different sizes), and to monitor each size's effectiveness during a campaign.
Our Standard Recommended Banner/Display Ad Sizes Are:
RGB and CMYK are the two most common color models used in graphic design work. RGB stands for red, green, and blue. This color model is used mainly for images that will be utilized on a screen such as a computer, phone, television, digital billboard, etc. RGB is referred to as an additive model, which means colors are added together on a pixel level to make up an image on a screen. When light is projected through the image, the colors blend on the eye’s retina to produce different colors.
CMYK stands for cyan, magenta, yellow, and black and is a subtractive model. This is primarily used when an image is going to be printed in any form. A subtractive model, like CMYK, is when colors from the spectrum are subtracted from natural white light into dyes or pigments that are printed on paper in very small cyan, magenta, yellow, and black dots.
In short, RGB is for creative that goes on the screen and CMYK is for creative that will be printed.
DPI stands for Dots Per Inch. It's referring to the number of dots per inch when an image is printed. The higher the DPI, the more dots you have in an image, and more dots means a clearer, more detailed image. The traditional golden DPI number in printing is a minimum of 300 DPI to ensure a crisp, clean print.
Nielsen is the most used advertising research company in the country. Nielsen rating points are not only used to measure how many people are listening to or watching a program, but they are a significant tool in determining cost and value of a specific program.
A Nielsen rating point is the percentage of a specific population that is listening to or watching a program. For example, if you have 100,000 women between the ages of 25 and 54, and 1,500 of them watched the evening news, you have a rating point of 1.5 for that news broadcast.