What is an advertising agency?
A digital advertising agency is a business that is dedicated to creating, planning, and handling advertising for its clients. Digital agencies often offer creative services such as graphic design and video production, they're involved in the content creation and copywriting to create the ads. And then they also manage the technical setup and ongoing optimization of the advertising campaigns. It's like a digital marketing agency but just more specialized.
Why work with an advertising agency?
Digital advertising blew up in the last decade with the rise of social media platforms and new forms of ad formats. This digital transformation in the advertising space has created a knowledge gap for business owners that want to scale their advertising efforts. Each platform has its own algorithm and its own rules and its very difficult to master any particular channel for a business owner or an in-house team.
Hiring advertising experts in-house is a very costly proposition and often takes much more time to train and determine if they are a good fit than when working with an agency. Creative agencies usually have a team of graphic designers and copywriters on staff. You could also hire them for some consulting work to just look at your overall strategy and suggest specific tactics you should work on.
Types of advertising agencies
There are 3 main types of advertising agencies that you should know about.
Creative agencies
Creative agencies are focused on the design of your ads and your overall brand. They often offer branding services such as creating your branding strategy and enhancing your site and social media pages with creative branding assets, very similar to a branding agency.
Social media advertising agencies
Another type of advertising agency focuses on social media ads because there are so many different platforms. And each one requires its own expertise. For example. some agencies only focus on one channel like Facebook Ads, others work with several channels. Some of the largest advertising agencies struggle to assemble a team of experts knowledgeable enough in all the variety of social media platforms that are used today.
Full-service advertising agencies
The full-service agency offers all the various digital advertising services - from copywriting to designing user experiences, and managing the campaigns and the advertising budget.
What does an advertising agency cost?
Most advertising agencies charge a management fee that's a percentage of the marketing budget (or marketing spend). On average, a typical management fee is between 15% and 30%. At Mayple, the agencies that we would match you with charge around 10% and that number goes down as the marketing spend increases.
Who should use an advertising agency?
Marketing directors or managers who don't have the right expertise on their team for specific digital platforms. It could also be business owners that require digital advertising services or a new digital strategy.
What are the 4 types of advertising?
Advertising in periodicals and journals is a thing of the past. Digital advertising is where most of the world's biggest names play. There are several types of online advertising services that an advertising company would offer for both B2C and B2B clients.
Display advertising - usually referred to as banner advertising is when a business places a banner on a blog, website, or search page. They are either horizontal or vertical banners and are mostly visual with very little text.
Video advertising - video ads are eye-catching, entertaining, and great for telling a story. They are used in social media marketing on channels like Facebook Ads as well as on video sites like YouTube. Video ads are great for a brand awareness campaign.
Mobile advertising - these are any kind of ads displayed on mobile devices and they include a wide range of options like video, display, banner, search, and social ads. Mobile marketing is a huge area of advertising and it's only going to get bigger and more impactful as time goes on.
Native advertising - this is when an ad is integrated into a piece of content. It could be on an online publisher site or a blog. These ads are considered less disruptive because they usually match the style and flow of the piece.
What are the 5 roles of an advertising agency?
I know what you're thinking - who am I going to actually be working with? And you're right. It could get pretty confusing. There could be a wide range of roles at an advertising agency. Here are the main ones you should know about:
1. Copywriter
First and foremost, every good agency (even if it's a boutique agency) needs to have a good copywriter. That's the person that writes the copy for all the ads and landing pages.
2. Media planner / digital strategist
The media buyer or planner is in charge of setting up each advertising campaign, the audience tracking, and managing things on a daily or weekly basis. They could also do creative strategy as well.
3. Social media expert
You guess it! Every advertising agency needs a social media marketing expert on the team. They should know how to create content for each platform, and how to increase engagement and grow followers.
4. Graphic designer
A graphic designer is someone that will be creating the designs for your ads. That could include doing animations, creating videos, and doing touchups on your ads. It's like having your own design firm.
5. Website designer
What's a web designer for? For coding the landing pages if you have specific ones you use for your advertising campaigns.
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