Monthly Archives: digital marketing
A white puzzle with social media terms on each piece with ON advertising filling a missing section

What Social Media Platforms are Right for My Business?

Choosing to advertise your business on social media offers a vast amount of opportunities that surpass the more traditional advertising avenues such as print and television. Just as social media offers users a way to connect with friends and family, it also offers users a way to connect with businesses. With almost 4 billion people active on social media platforms worldwide, if you’re not visibly active, then you’re missing out on a large customer base. Each social media platform is powerful in its own right but each platform offers unique benefits to businesses and users. So, which platform is right for you? As one of Phoenix’s fastest-growing advertising agencies of social media clients, the experts here can help.  

Restaurants and Hospitality

As a restaurant or hospitality-based business, your goal is to directly connect with the consumer to sell your product or service, and utilizing social media has proven to be the easiest and fastest way to do so. It offers a way to visually show users, and your future customers, what they can expect and experience from your product or service. Just as each social media platform is unique, each business is unique. While one platform may work for one business, it may not work for yours. The exception to the rule is Facebook. All businesses, no matter their size or industry, can easily leverage this platform and drive a large number of users to their page. Not only can you connect with these users, but you are also offering a resource for them to learn more about your business and to receive updates in real-time. 

As Facebook continues to grow in popularity for B2C businesses, Instagram is a close second. With one billion users currently on the platform, utilizing this highly visual platform offers another way to grow your business. By posting high-quality photos of products or services, you are offering users a look into the experience they can receive. Whether you are a restaurant and are posting menu items or a hair salon sharing your client’s transformations, Instagram is a valuable resource to connect and engage with your current and future audience. Being active on Instagram also opens another door of opportunity: user-generated content. Customers who have used your product or service and see you are active on the platform are compelled to post on their personal account and tag your account, exposing your business to a larger user base. Social media was created to connect and that still rings true today. Connecting with your past, present, and future users is the first step to successfully advertising your business on social media.  

Real Estate

When it comes to B2B marketing in real estate, LinkedIn, Facebook, and Twitter are great platforms to start with. According to LinkedIn, it is the top-rated social media platform for lead generation, making it one of the best platforms for real estate B2B marketing. Many, if not all, real estate projects rely on some form of collaboration, so opportunities to cross-promote with other businesses such as construction, finance, and vendors are great ways to announce project developments and attract potential tenants. Though LinkedIn is a great platform to start, other platforms shouldn’t be overlooked. According to a survey conducted by Buffer in 2019, 93.7% of businesses use Facebook, with Twitter coming in second at 84.4%. 

Recruiting

Instagram is the social media platform known for sharing photos and short video content, making it a great place to recruit potential candidates. By sharing high-quality photos, it gives recruiters a chance to “humanize” the organization by sharing behind the scene posts. According to Sprout Social’s latest demographic update for 2021, Instagram achieved a milestone of 1 billion monthly active users at the end of 2020, with their largest age group being millennials. Although recruitment is open to all over the age of 18, the age group between 25-34 is a sweet spot to attract followers that may be interested in your organization. With a little bit of research, utilizing a hashtag strategy will drive more traffic to your page, creating more impressions and engagement with your content. Consistency is key on Instagram, so posting high-quality content with a clear brand voice will make you stand out. 

Government

Sprout Social’s Twitter stats for 2021 showed that much-discussed current events, such as the increased conversation around COVID-19 on a global scale and the lead-up to U.S. elections, drove interest to the platform of Twitter. By Q3 of 2020, Twitter saw a 29% increase of monetizable daily active usage. As trending topics continue to revolve around politics in 2021, the need to utilize social media platforms that discuss events and gather breaking news makes Twitter a prime place to share content and drive discussions for government organizations. Facebook and LinkedIn are great additional platforms to be on as well, as they allow organizations to connect with their audience on trending topics.

Technology

When it comes to technology, it’s no surprise that there’s still a large demographic gap between males and females throughout the industry, despite the steadily increasing number of women working in science, technology, engineering, and math (STEM) careers over the past few years. When it comes to which social media platforms tech companies should be on, this demographic statistic is important to take note of. According to Hootsuite’s latest Twitter Stats for 2021, Twitter has far more male users at 70% than female users at 30%. Although Twitter is great for quick updates, tech companies looking for B2B marketing should include Facebook and LinkedIn in addition to Twitter in their social media strategies.

Education

Instagram is the perfect place for businesses to make important announcements, as a post can receive four times more interactions on Instagram than compared to Facebook. A major takeaway from COVID-19 was that organizations within the education sector need to be able to quickly make important announcements about school closures, upcoming events, and more. With over 1 billion active monthly users on Instagram, the platform is great for making important statements and showing behind-the-scenes content. However, organizations within the education sector should also include Facebook, Twitter, and LinkedIn in their social media marketing efforts to create open conversations with parents, students, staff, and potential employees.

CBD

According to Business News Daily, the U.S. CBD market is expected to reach $20 billion in sales by 2024. This impressive growth has led to a surge in new businesses that are trying to enter into one of the fastest-growing industries. Because of this competitive market, your business will need to be on Facebook, Twitter, LinkedIn, and Instagram to increase brand awareness, connect with your target audience, and further educate consumers. Forbes has officially dubbed Instagram as the king of B2C social media due to its emphasis on high-quality visuals and the younger demographic that flocks to the platform. While targeting the younger market on Instagram is more appealing, it is also important to target older age groups on Twitter, Facebook, and LinkedIn. People over the age of 50 are responsible for more than half of consumer spending, according to Harvard Business Review.

Nonprofit

As a nonprofit organization, your main goals for social media are spreading awareness of your mission and amplifying your brand voice. Being active on Facebook, Twitter, LinkedIn, and Instagram is a great way to boost your organization’s visibility. Not only do these platforms help raise awareness for your mission, but they also have helpful tools to facilitate donations. Through Facebook, your followers can directly donate to your cause or create birthday fundraisers. There are also multiple tools on Instagram that eligible nonprofits and their followers can use to raise money directly on the platform, such as a profile donate button, donation stickers in Stories, and Live Donations. Many of these platforms are a great all-in-one tool that helps spread awareness, connect with the community, and raise funds for your cause.

ON Advertising Makes Social Media Look Easy

Face it, social media is not going anywhere. It’s only going to become more popular and your competitors are likely already on board. By partnering with ON Advertising, you’re not just investing in top-quality services. You’re investing in the future of your business by promoting customer engagement and enriching your brand exposure. Contact us today to learn how our creative social media team can help enhance your online presence! 

A Peddler's Son Delivery truck parked outside of the facility

Client Spotlight: Peddler’s Son

The Peddler’s Son, a well-known produce supplier in Arizona, has a history that began in the summer of 1988. With an early start in the produce industry from his hometown in Wisconsin, founder Ted Palmisano brought his vision of wholesale produce delivery to life by spending $3,000 on a delivery truck. From the back of his flatbed one-ton pickup, he built customized racks and assembled an open-air produce market. Ted’s commitment to customer service, quality, and honest pricing enabled his dream to grow.

As the business continued to boom, Ted enlisted the assistance of his brother Joe, whose background in finance helped Peddler’s Son progress to the next level. With Ted now able to focus on purchasing and warehouse operations and Joe overseeing sales and finance, the company was able to more fiercely contend with the competition while maintaining its customer-centric mindset. Today, the company boasts an annual revenue of over $50 million, with 130 employees and more than 35 vehicles serving Arizona and the Southwest.

When Peddler’s Son approached ON Advertising to assist them in overhauling their brand to make it more modern and competitive, we knew, because their background and way of doing business are as wholesome as the products they sell, we could create something unique and wonderful for the company. 

Redeveloping the Peddler’s Son Brand

The first item on the list was Peddler’s Son’s brand identity, including logo, color scheme, and brand voice. The goal was to create a look that embodied the Peddler’s Son culture while showing the company’s growth and sophistication.

ON Advertising’s Creative Director and Partner Eric Garcia described the design process behind the new look. 

“We created a custom font that was a bit more modern while paying homage to Peddler’s Son’s past,” he said. “Utilizing red to reflect the original brand and green leaves to symbolize the company’s transition. We stayed away from creating trendy designs, so the branding can be appreciated for a longer period.“

Creating a New Website to Highlight the Peddler’s Son Brand

While Peddler’s Son’s previous website generated traffic for the company, the site failed to convey the company’s competitive advantages. The ON Advertising team examined several of their competitor’s websites to see how their competition was presenting their brands. We knew that Peddler’s needed to create an engaging UX (user experience) that had compelling messaging and an easy-to-follow design. 

Peddler’s Son has a strong presence in several industries, including healthcare, education, restaurants, and catering. So we geared the company’s brand tone of voice towards these industries by incorporating effective SEO practices, industry-related imagery, and highlighting why they’re the right partner for goods and produce delivery. 

Since its launch, Peddler’s Son has seen a 99% growth in the number of users who visit the website, including increases in traffic from organic, direct, social media, and referral sources. We’re pleased with the increased exposure Peddler’s Son has achieved thanks to its updated website. 

Creating Peddler’s Son Brand Tone with Visuals

Peddler’s Son is an ideal subject for storytelling through video — the company’s owners have a compelling presence on camera, and its culture and commitment to freshness come through vividly on the screen to help tell the Peddler’s Son story, ON Advertising’s Director of Video Production Nate Sorensen created a mood board to develop the look and feel of the videos. He put together a collage of images and keywords that the company wanted to convey, including subjects such as sunshine, farm-fresh produce, and wholesomeness. 

The videos were an ideal way of conveying the company’s new brand and telling the company’s story clearly and compellingly.

From spotlighting the company’s new technology to the warm smiles of the employees, putting visuals to the Peddler’s Son brand was a rewarding and enjoyable project.

Connecting With Customers Through Social Media

Another key element of Peddler’s Son’s rebranding was incorporating a new strategy for social media outreach. Our goal is to resonate with clients, old and new, to ensure Peddler’s Son is top-of-mind for their produce delivery needs. Our social media team focuses heavily on the company’s excellent customer service and quality of products while establishing a personable tone to communicate with their followers. 

In addition to highlighting the company’s customer service, the Peddler’s Son social media feeds share company news, community involvement, local partnerships, and team member spotlights. The overall goal is to further reflect the company’s culture, expertise, and commitment to quality customer service.  

Since enlisting ON Advertising’s social media services, Peddler’s Son has seen a spike in followers and enjoyed significant engagement and traffic towards its website. According to Google Analytics, the company has enjoyed a 208% increase in traffic to the website from its social media year over year.

Enhance Your Brand with ON Advertising

We’re proud of the work we accomplished for Peddler’s Son, and we’re excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising, is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

A laptop with marketing analytics sitting on top of the keyboard

Why Are Analytics Important in a Marketing Strategy?

Sometimes a gut feeling will drive an entrepreneur to take a chance.  While others may just throw a dart and hope for the best.  But to truly make confident decisions, business owners should rely on several tools available through analytics. Analytics has helped millions of businesses obtain data to plan, adjust, and implement effective marketing strategies. But what is marketing analytics, and why are they necessary for most digital marketing strategies? As one of the top advertising agencies in Phoenix, Arizona, we’ve got you covered below. 

What is Marketing Analytics?

Simply put, if you don’t know what isn’t working in a strategy, how are you going to fix it? Marketing analytics provides businesses with that information. A market analysis is a practice of measuring and analyzing performance data to maximize the efficiency of one’s marketing efforts. Furthermore, it allows businesses to improve their return on investment. This information can help guide professionals on what areas they need to work on to improve their strategy.

Metrics to Consider in One’s Analytics

With so many tools available, there are a lot of analytic software platforms you can use to gain valuable insight. In today’s digital world, we believe these are a few metrics to build an effective marketing strategy:

  • Organic search traffic
  • Top landing pages
  • Keywords
  • Traffic source

With this data, marketers and business owners can evaluate what their best course of action is. They can use this information to optimize their website’s Search Engine Optimization (SEO), plug-in keywords for Google Ads, learn who their audience is and where they are coming from, and build content relating to their keywords and landing pages. 

Past and Present Analytics

As mentioned above, analytics can provide data on what has happened in the past and what is happening now. This information allows you to examine what is and what is not working. Furthermore, it can provide valuable insights into an increase or decrease in sales, who and where the audience is, and how they found your business. 

Analytics Can Help Predict What Will Happen

According to GutCheck, the most important element of analytics software is its ability to help predict what will happen during the execution of a marketing strategy. With this information, one can examine key elements to predict their strategy’s future, such as consumer behavior, website engagement, and gain leads from similar users who have converted. This information helps you make educated decisions to enhance your business.

Analytics to Marketing Strategy with ON Advertising

As you’ve seen, analytics play a large role in a business’s digital marketing strategy. It provides business owners with key information about your marketing efforts and what you can do to make them stronger. However, many businesses and entrepreneurs aren’t experienced in setting up, tracking, and analyzing what these metrics mean and what their next move should be. That is where ON Advertising comes in.

For more than 25 years, we have been the go-to for effective marketing strategies. ON works closely with every client to ensure their needs are met on-time and on-budget. Our creative team of professionals is capable of analyzing data and incorporating it into a plan of action. Contact us today and learn how we can help your business.

ON Advertising is Starting Off 2021 Strong

Between our company growth, working with new exciting clients, and winning more awards, 2020 was an eventful year for ON Advertising. We’re expecting 2021 to be even greater! So far, we’ve been recognized by two publications, Digital.com and Expertise, as one of the best digital marketing agencies in Phoenix, Arizona. We’re extremely proud of our team and can’t wait to see what else we achieve this year. You can learn how we were able to obtain these awards below. 

ON Advertising is One of the Top Advertising Agencies in Phoenix in 2021

At least, that is what Expertise and Digital.com say! We’re extremely proud to be recognized by these two organizations. Both evaluate companies in the Phoenix metro-area based on a number of variables; including reputation, credibility, experiences, professionalism, and many more. 

At ON Advertising, our team is dedicated to providing top-level services for each of our clients. Whether they’re in need of a website refresh, social media strategy, or PR and media outreach, we’re there to help elevate their marketing activities. In 2021, we’re just as committed to assisting our clients in meeting their business goals.  

2021 is the Perfect Time for a New Web Design

With the continuous innovation of technology, people are interacting with brands differently than in years past. As a result, web design must adapt to new consumer behavior patterns. In 2021, it might be the perfect time for companies to transition to a new website.

ON Advertising has been recognized as one of the top digital marketing agencies for our web design services by Digital.com. They examined a number of Phoenix-based agencies relating to their size, services offered, and the industries they serve. They found that ON Advertising, amongst other firms, excelled in specific areas, such as manufacturing, retail, hospitality, and healthcare.

ON Advertising works to combine research-driven strategy, responsive coding, and interactive experiences to develop a compelling website. Furthermore, we build mobile-friendly websites to make sure each client is keeping up with market trends. By partnering with us, businesses can be assured that they’re receiving our utmost quality of service. 

ON Advertising is One of Phoenix’s Best Branding Agencies

Recently, Digital.com announced that we have been named one of the best branding agencies in Phoenix in 2021. We’re honored to receive this award. We have a strong passion for making companies stand out and strive to develop brands with personality to attract your target audience.

This Year, Partner with ON Advertising

As one of the top advertising agencies in Phoenix, Arizona, we strive to combine innovation and creative ideas to every assignment. We’re excited to continue this mission and look forward to developing new projects and relationships with our clients. If you’re looking to enhance your marketing efforts this year, contact us and one of our team members will be in touch.

Inside ON Advertising Virtual Events studio with two presents in front of a camera

The Benefits of Virtual Events

A new world is emerging in the way we communicate with others.  Technologies created or improved in the face of the pandemic helped us continue with business meetings, family gatherings and maintaining relationships, even though we kept our distances. Sometimes miles away. Although it seems like an inferior solution, virtual events have actually proven to be an effective alternative. 

In fact, Grand View Research estimates the market size for virtual events is expected to grow by 23.2% from 2020 to 2027. This can be attributed to the many benefits these types of events provide to their guests. As lockdowns began, On Advertising had the foresight to transform our digital studio into a fully equipped virtual studio.  We’ve been at the forefront of virtual meetings and conferences since the pandemic started, working with small groups to hundreds in attendance.  As one of the top Arizona digital marketing agencies, we’ve highlighted a few benefits we’ve seen with these online events. 

What is a Virtual Event?

Virtual events are an online space built to replicate a physical location-based event. It allows people and companies to host an online conference, trade show, product launch, job fair, lunch and learn session, or informative interviews from the comfort of their home or office. When deciding to host a virtual event, there are 5 types to consider:

  • Webinar: These are the simplest form of online events and they’re a great starting off point for organizations in virtual planning
  • Webinar +: This extends the concept of a regular webinar by adding features such as content hubs and in-depth reports
  • Content and Connect: An essential aspect of in-person events is the opportunity to network with peers and experts. Event planners will be able to facilitate a way for people to connect with others virtually through their online events
  • Online Summit/Conference: Much like in-person conferences, online summits are broken into themed sessions, offering short presentations, Q&As, and panels with full audience participation
  • Virtual Expo/Fairs/Festivals: Like any in-person expo, organizers are trading their multi-day, multi-venue events for an online model built around a virtual replicate

How Can Businesses Benefit From Virtual Events 

Online Events are Less Expensive

One prominent benefit to virtual events is their ability to save on overhead costs. Because you are saving on staff, venues, setup, takedown, meals, and travel costs, the overall cost of the event is greatly reduced. According to Aventri, it’s up to 75% less expensive than in-person events. The only cost planners must worry about is the costs associated with hosting an event on a virtual platform.

Promotes Attendee Growth and Delivers Additional Value

Because there aren’t any geographical limitations, people from all over the world can attend these virtual events. This allows for greater reach by inviting people who wouldn’t normally make it in-person to attend the online festivities. Furthermore, these online events will typically have overlapping sessions, allowing users to attend more than one panel simultaneously

Virtual Events Can Easily Be Measured

One of the disadvantages of hosting an in-person event is the difficulty of measuring results. By hosting an online event, planners have the ability to easily access results thanks to being entirely online. They are capable of learning when attendees logged on, from where, the number of people who are attending, how they are paying, and so much more. With so much information, organizers have the data to evaluate the success of their event.

Do Virtual Events Work?

As mentioned, online events are growing and due to the COVID-19 pandemic, at a rapid speed. These types of events have become so popular amongst organizations, many industry leaders expect planners to begin developing hybrid models. Many people are beginning to look into hosting their own online events to make up for their inability to host in-person.

At ON Advertising, we’ve experienced firsthand just how effective this type of event can be. We recently helped the Seena Magowitz Foundation host their ‘2020 Celebration of Hope’ event, which replaced their annual gala and golf tournament. We also helped the non-profit, Saving Amy, with their ‘Toss Kindness Like Confetti’ event, which raised more than $120,000 in donations. Despite their inability to host in-person events, online alternatives provided them with a platform to safely reach and engage with users during the pandemic.

Plan Your Virtual Event With ON Advertising

In the midst of the COVID-19 pandemic, we knew we had to step up our event planning game. That is why we invested in Studio ON, our in-house production studio built with full filming, production, and live streaming in mind. Our event planning and production teams are equipped with the knowledge and equipment to ensure your virtual event goes off without a hitch. Contact us today to learn more about our event planning capabilities!

A title picture that says marketing strategy

Digital Marketing vs Traditional Marketing Strategy: Which One is Better?

For the last decade, the debate between traditional and digital marketing strategy has been a question on many marketing professionals’ minds. On the one hand, technology is evolving, and consumers continue to be engaged online. But, on the other hand, some audiences are more impacted by traditional marketing methods. Both have their advantages and can build brand awareness of your company and product. As one of the top advertising agencies in Arizona, we have first-hand experience in both methods. Learn why each method is important below. 

Investing in a Digital Marketing

This form of marketing is, as you’d expect, entirely digital. It’s a strategy that involves anything online, such as social media, online ads, email marketing, Pay-Per-Click advertising, and website optimization. As consumers become more reliant on digital, there are more opportunities open for marketing. 

Some form of digital marketing is essential for businesses today. It’s become routine for consumers to research and buy products online. For example, when someone is interested in trying a new Italian restaurant, they will typically Google: “Italian restaurants near me.” In doing so, you’ll see ads of Italian eateries and strategically ranked websites

Digital marketing allows for a truly personalized marketing experience by targeting specific audiences in cost-effective, measurable ways. By partnering with a digital agency, you can expect a marketing strategy that will resonate with your target market for a fraction of the cost of a traditional campaign. 

Investing in a Traditional Marketing Strategy

Traditional marketing refers to any type of marketing that isn’t digital. It consists of a range of mediums including, television, print, radio, direct mail, and billboards. It’s one of the oldest forms of marketing, making it one of the most researched. Traditional may seem antiquated in the fast moving digital age, but it doesn’t mean it’s not effective.

People still rely on traditional media for information. According to 99 Designs, the experience of an impactful TV commercial or a clever array of words on an ad in a magazine has a lasting effect on a person’s memory. The familiarity of traditional methods of promotion makes it much easier for many consumers to understand. Studies have shown that hard copy marketing is easier for audiences to process and recall. 

Furthermore, by implementing a traditional marketing strategy your message has a great chance of reaching local consumers. Mediums such as radio and television make it easy to communicate your message on time. While digital strategies may be able to get your message across globally, traditional advertising can resonate locally. 

Which Marketing Strategy Should You Use

When it comes to choosing a superior marketing strategy, we believe there is no right answer. Both methods provide many benefits that businesses can use to reach their target audience. A great marketing campaign should find the right balance between traditional and digital. TV commercials and print ads are often repurposed for social media and online ads to help consumers recall the message. By combining both methods into one strategy, the campaign has a greater chance of success.

Benefit From Our Marketing Strategy Expertise

For over 25 years, innovation and creativity have been the core of ON Advertising’s marketing strategies. Whether you’re a B2B or B2C company, we work closely with each client to ensure their brand and message reaches the right audience at the right time. Contact us today and let us know what you are looking for in your marketing strategy. 

A smartphone lying on a countertop with Google SEO up

SEO – What is Search Engine Optimization?

If you are reading this blog post, you may have found it through a Google or Bing search. But, have you ever wondered how websites like this one end up on your search list? The answer is simple – search engine optimization, or as it is more commonly referred to, SEO. 

It’s a digital marketing tool for businesses to use to ensure the visibility of a website in a search engine through relevant searches. You may be asking yourself, what exactly is SEO, and how does it work? As one of the top digital marketing agencies in Arizona, we have you covered.

What Is Search Engine Optimization?

As we mentioned, SEO brings organic internet users to your website. In simplest terms, SEO is influenced in several ways, such as keyword usage, website design, and backlinks.

Keywords

Keywords are the words people plug into Google to find relevant information about their query.  For example, you may have searched for keywords, such as SEO, content strategist, SEO strategist, or DIY SEO tips, and stumbled onto a plethora of websites (ours included). Use targeted keywords in the written content and meta descriptions of each page to assist users in finding the information they desire.

Website Design

Creating a well-designed, user-friendly website is key to engaging people who visit your site. Things to consider include content length, readability, uniqueness, and page loading speeds.

Backlinks

Backlinks are links that are from one website to another website. These are especially important for SEO as they act almost like a voucher for your content. 

The above is only a fraction of what goes into search engine optimization. By partnering with the right digital marketing agency, your website can be optimized to its fullest potential.

Benefits To Having An SEO-Friendly Website

The benefit of optimizing your website is the ability to get more users to visit it. By having a website that ranks higher on search results, you are creating a sense of brand credibility. By becoming one of the first three websites that show up on a search, users may view your business as a popular option in your industry.

SEO will synergize with your other online marketing activities, such as blogging, social media, email marketing, e-commerce, and much more. By working hand-in-hand, your marketing strategy has a greater chance of achieving success. 

Another benefit to optimizing your website to be more SEO-friendly is it may become one of the business’s primary sources of leads. When it comes to B2B, B2C, and non-profit organizations, inbound strategies are the most effective ways to gain leads. With more traffic coming into your website it will inevitably generate more interest in your product and or services.  

Make Your Website SEO-Friendly with ON Advertising

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic SEO activities into your website, you can effectively reach your target audience and generate more leads. 

As one of Arizona’s top digital marketing agencies, ON Advertising specializes in website development and search engine optimization. By enlisting in our digital services, your brand will get on the first page of your favorite search engine and maximize your conversions and revenue. Sounds promising? Contact us today to get started.

The heart of Times Square highlighting all of the different types of media advertising

Media Buying – Choosing The Right Media For Your Business

When you think of an advertising team, you probably picture a group of writers, artists, and account executives huddled around a conference room table. As creatives, we can spend all day creating ads, but what’s the point if they’re not seen by the right people? That’s where the media buyer comes in. Media buyers are an integral part of an agency’s success as their job is to understand the client’s goals and target the right audience on the right advertising platforms. Without the media buyer, your message can easily get lost in the static.

What Does a Media Buyer Do?

Media Buyers plan and negotiate buys for various clients. They work with other departments to better understand the client’s marketing goals and the target audience for the advertising. With this information, the media buyer will purchase ad space where the target audience will respond, engage, and buy the company’s products or services. They are knowledgeable in all aspects of media, including television, radio, print, billboard, digital, and OTT. By knowing the different areas of media, the buyer helps choose the right medium that would give the client the best return on investment (ROI) for their advertising dollars. 

Look At Where Your Competitors Are Advertising

The media buyer takes several things into consideration before making recommendations on where you place your hard-earned advertising dollars. This includes looking at your competitor’s ad placement and ways to outshine and outperform what your competition is doing so you capture more market share. 

Fine Tune Your Message With Consumer Analysis

It never hurts to do research, especially when you’re marketing your brand to consumers. Trends and buying habits change over time, and it is the media buyer’s job to make sure your message is seen in relation to their interests. If your target audience is a part of the generation Z demographic, buyers must look into their buying habits and current trends that could help your brand stand out.

Which Medium is Right For You?

With several different places to advertise, the media buyer has many outlets to choose from to get your message out there. Depending on the marketing strategy, the buyer may decide on television, print, radio, digital, or billboard spots. Each with their own benefits, including:

  • Television: Can deliver a message visually and audibly with a low cost for viewing
  • Radio: Provides an outstanding reach, frequency, and ability to expose the listener to build awareness
  • Billboard: With placement along freeways, it provide a high reach and visibility
  • Digital: Digital advertising has strong targeting capabilities that will provide brands a more efficient way of delivering their message to their audience
  • Print: This medium benefits from a highly engaged audience, which may translate into action

By combining research, analytics, and strategy, the media buyer will ensure your ad reaches the proper audience, engages with them, and gets your audience to buy your product or service. 

Make Your Brand Stand Out With ON Advertising

In today’s digital world, there are several ways brands can stand out amongst your competitors. At ON Advertising, we work closely with our clients to ensure their brand is front and center. Advertising is a strategy, and knowing when and where to buy takes an experienced media buyer. Contact us today to get started.

A Person holds her phone towards the camera to show ON Advertising's website on a mobile device

Why Marketers are Moving Towards a Mobile-First Strategy

Mobile devices are responsible for major changes in how consumers buy, research and ultimately view a product being advertised across a wide range of industries. We are in the middle of a specific digital transformation, which is an exponential growth of consumer activity on mobile devices and an extreme increase in mobile advertising. Life seemingly revolves around smartphones, which is why mobile-friendly websites have become so important.

Mobile devices have become the preferred method of accessing digital media. ComScore found mobile devices account for more than 60% of all digital minutes. To put it in perspective, the time spent on desktops has decreased by 20% in the past year alone. The reality is that mobile advertising must be a priority for a company to avoid stagnation or even failure.

Every day, businesses are encouraged to focus on a mobile-first strategy to stay successful within their industry and here’s why.

Thank Mobile Devices for Half of the Paid Search Clicks

Mobile has become a key role in the consumer’s journey specifically when researching and creating brand awareness. Mobile devices have become a leader in the number of paid search clicks. Acquisio found that year-over-year, paid search clicks have increased by 45% on mobile phones. This means that desktop clicks have decreased by 16% and in contrast, nearly half (48%) of clicks are now happening on mobile devices.

Befriend Social Media

Companies who fail to utilize and maximize their social presence on Facebook, Instagram, and other social platforms are subjecting themselves to a very small advertising box. When you compare the total U.S. ad spend in 2014 to 2018, the shift is very clear. An MDG study found that “brands are devoting 33 percent of ad spend to digital platforms—up from 25 percent in 2014 while television’s ad spend is decreasing this year.” Because mobile advertising is becoming the most popular and effective type of advertising, it takes engagement, shared content, and an appropriate strategy to be successful as a mobile ad platform.

Videos are the New Billboards

Video ads are the fastest-growing mobile category. Platforms like YouTube and Facebook are visible on mobile apps, emails, social sites and more. Mobile marketers can promote their ads on a pre-roll to capture the short attention span of the audience. This allows the user to watch the advertisement without making them feel pressured to purchase a product. Video advertising combines sound and motion to create connections between the buyer and the brand by evoking emotions. When it comes to social platforms, YouTube is on top. Forbes conducted a study and found that “73 percent of adults spend their screen time on the video-sharing site. Social networking giant Facebook ranks second, with 68 percent of consumers spending time on the platform.”Mobile users are viewing content more than ever, so logically they view more ads in the long run.

How can ON Advertising help?

There are many different ways to adhere to mobile-first advertising, which can be overwhelming and leave a little confused. Now is the time to work towards a mobile-first strategy. Not sure where to begin? We can help! ON has researched new and innovative ways to market, advertise and promote your business using a mobile-first strategy. Contact us to explore how mobile-first strategies can help your business grow.

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