Blog - Fluency

Creativity that resonates is the heart of every effective advertising campaign. Whether it’s digital, print, words, tunes, or a single image, strong creative connects brands to people.

It is for this reason that ‘advertising agency’ is synonymous with ‘creative agency’. These are businesses filled with artists of all mediums; from wordsmiths to music producers to graphic designers to videographers. Together, they create the perfect backdrop for a brand.

There are great agencies and there are good agencies. What distinguishes the two? Content. Not just decent content, but striking, compelling, unique content served for the broadest range of clients, regardless of industry. When you consider the brilliance of a ‘Don Draper’ type, it is not his or her deep knowledge of any specific industry or product. Instead, the expertise exists solely in the ability to solve problems and think creatively.

It isn’t just one outstanding thing that makes a digital advertising agency rise above others; it is the sum of its parts. Over the years, we’ve worked with hundreds of agencies and noticed some striking similarities in those that successfully scaled, and those that struggled. We’ve compiled our Top 10 list of attributes associated with ad agency growth, and some of the key areas to focus on may surprise you.

I have always been a builder. It doesn’t matter if it’s a bedroom remodel for the kids or software - the art of creating form and order to something by bringing together an idea, materials, and skill that result in something tangible is unbelievably satisfying.

I’m building something new now, and the risk/reward is bigger than any project I’ve undertaken. It’s also the most exciting and challenging opportunity I’ve sunk my teeth into...

If your advertising is simply not performing like it should, the reason is probably not what you think. Most digital marketing agencies will turn to bid management as the first thing to fix, when in reality, it should be the finishing touch. So where do you look to run a large volume, customized, and repeatable ad program with accuracy and efficiency?

The key to success in advertising performance lies in mastering content management. To get a better understanding of where content management intersects with bid management, first we need to explore Google’s mission "To organize the world's information and make it universally accessible and useful." Google has always been focused on delivering the most relevant results to the searcher, a practice that is built into their monetization model through a process called Quality Score. As defined by Google, “Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.” Translation: Google rewards agencies who focus on delivering the most relevant content to their searchers.

BURLINGTON, VT, July 18, 2018 /PRNewswire/ -- Digital advertising agencies now have access to the most scalable, AI-driven ad platform with Fluency. Founded by some of the sharpest experts in the fields of ad tech, mar tech, engineering and client relations, Fluency is a business-to-business (B2B) ad platform provider that brings automation and efficiency in advertising to new levels.

Fluency's clients are industry-focused digital advertising and marketing agencies that service small and medium-sized businesses (SMBs) in vertical markets. To date, these digital marketing agencies have had to choose between investing in an expansive in-house team to build and manage a proprietary platform, or partnering with a platform provider that has limitations in scalability, personalization and reach. Fluency built its platform from the ground up to address these gaps and more to bring the sophistication of enterprise-level programs to agencies servicing advertisers of any size.

"Digital advertising agencies, whether they realize it or not, are caught in the middle of ineffective options, all resulting in poor performance that results in churn of staff and clients," says Mike Lane, co-founder and CEO of Fluency. "Our team recognized this and knew we could fix it. By using AI and our deep experience in adtech and programmatic buying, we are serving up sophisticated automation - it is the only way for agencies to grow, scale and outperform the competition."