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Scott Christopher

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"We'll be right Back" - Unsold Inventory or Technical Glitch?

Posted by Scott Christopher on Thu, Apr 19, 2018 @ 16:04 PM

We've all seen it. That commercial break screen on ESPN, CNN or other apps when streaming TV via your Over-the-Top (OTT) device of choice (Roku, Apple TV, etc.). It appears during a break that's supposed to show you 30 second commercials. Maybe it does show one or two - but for the majority of the commercial pod it's just that screen with the graphic and annoying music.

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Topics: digital advertising, online video, good media idea, Atlanta TV buying agencies, ott, TV streaming, broadcast tv buying, media strategy

What's lost when you don't have a media strategy

Posted by Scott Christopher on Fri, Nov 17, 2017 @ 15:11 PM

If you've never had a media strategy, you may wonder what the benefits are for going that route. It's just buying ads, right? How strategic can you really get? Well, the clients we work with at McCulloch + Company have come to know the benefits of goal alignment and developing a comprehensive media strategy with tactics to reach prospects at every stage of the buyer's journey. They've seen how helpful it is to develop a strategy based on their marketing goals, target demographic, geography, creative asset availability, budget and many other factors. If you're not there yet, perhaps it's helpful to see what you're missing out on by not having a media strategy.

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Topics: media planning, Atlanta media buying agancy, media strategy

What's your Brand's Story?

Posted by Scott Christopher on Thu, Oct 26, 2017 @ 16:10 PM

Good marketers tell good stories - concise, compelling, and engaging stories. They have done the hard work of distilling down their mission and value proposition into a simple story that can be easily understood by prospects. When told well, the story engages customers on an emotional level (yes, even B2B brands) and eliminates all the guesswork for them in understanding "What's in it for me?" Strong brands also have alignment company-wide on this story. From the C-Suite to sales, from PR to HR - all are bought in. This belief company-wide doesn't just impact marketing and creative, but customer service, product packaging, operations and more. This is why we--strategists at a media-only agency--care about our clients' stories. Our media plans can either help enhance that story, or detract from it.

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Topics: good media ideas, outdoor advertising, Rock City

3 Trends in Paid Social

Posted by Scott Christopher on Thu, Aug 3, 2017 @ 15:08 PM

When developing a media plan, we leave no stone unturned to help our client-partners reach their goals. Increasingly paid social is an important tactic to consider, especially as a platform's audience grows and/or they innovate with new advertising offerings. Lately there are more and more options in which to advertise to reach your audience without growing the duopoly. In this post, I'll highlight a few trends observed in paid social lately and their possible applications in a media strategy. 

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Topics: media buying atlanta, paid social advertising, media planning, social media, digital strategy

The State of Retail in the Age of Amazon

Posted by Scott Christopher on Mon, Jul 10, 2017 @ 12:07 PM

We like following the retail sector, working with several clients in the space. And I--as a shopper--enjoy seeing brands innovate to surprise and delight me to earn my business in this current era of e- and m-commerce. It has certainly been a tumultuous year for retail, though with weekly announcements of store closings by stalwart industry brands like Macy's and Sears. The evolution to online shopping by the average American consumer has been especially swift in recent months, led by e-commerce giant Amazon. Prime membership is now estimated to be up to 80 million in the US, most of them in affluent households; and Amazon has shown no signs of slowing its aggressive stance in retail, with announcements late last month aimed at disrupting both grocery (Whole Foods Market purchase) and clothing stores (Prime Wardrobe). The stakes for retailers couldn't be higher and the demand to adapt couldn't be greater. But does all this mean brick-and-mortar storefronts are dead? That all successful retail brands will be 100% online? I don't think so. Here's why....

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Topics: digital marketing, retail, amazon, whole foods

McCulloch+Company Doing Good

Posted by Scott Christopher on Wed, Jun 21, 2017 @ 16:06 PM

Doing good is a value at our agency beyond the services we provide to our clients. We enjoy volunteering at charities and donating time and money to good causes. For example, our controller volunteers monthly at SafeHouse playing the drums and feeding folks there. Our digital media manager helped found a charity, HoPe, which helps Hispanics further their education. Helping others is part of our DNA.

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Topics: top Atlanta media buying advertising agency, doing good, charity

Using Programmatic for B2B Digital Campaigns

Posted by Scott Christopher on Mon, Jun 12, 2017 @ 12:06 PM

Programmatic has taken the advertising industry by storm the last few years, even impacting traditional media like TV and OOH. By programmatic, we mean the process by which data and technology is utilized in a more automated way for smarter and more efficient targeted advertising. As a media agency, we have fully immersed ourselves in this space, meeting with countless vendors and even recently on-boarding a self-serve DSP to create an in-house trading desk to better serve our clients. 

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Topics: B2B advertising, digital advertising, Atlanta digital advertising agency, programmatic advertising

May Good Media Idea: Media and Creative That Work Together

Posted by Scott Christopher on Wed, May 31, 2017 @ 11:05 AM

Monday was Memorial Day, the official kick-off to summer. You likely consumed a frothy beverage or two, spent some time on a lake and/or grilled out with family and friends. This month's good media idea features a brand that is hoping to be imbibed greatly during those summer gatherings, especially by millennials - Mike's Hard Lemonade. To do that, they launched a new brand positioning, "Drink on the Bright Side." The creative is a playful, comedic approach to appeal to millennials and combat the negativity the brand says is currently on the internet. Below is one of the 15 second videos - Jackpot - in which a tanked dude wins a Mike's and a trip to a water park.

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Topics: creative agency, good media ideas, top Atlanta media buying advertising agency, summer, mikes hard lemonade

Google Marketing Next 2017 Recap

Posted by Scott Christopher on Thu, May 25, 2017 @ 14:05 PM

Earlier this week, Google announced some new offerings to their advertising options, including Google AdWords and Google Analytics. There was a lot about data and Machine Learning, but within the presentation there were many exciting things Google is doing to enhance measurement, attribution and the overall ad experience on both the consumer and advertiser side. And, of course, they plugged Google Assistant. You can view the hour-long presentation below:

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Topics: Atlanta digital advertising agency, SEM, Google Marketing Next, Google, Search

Benefits of Traditional Media: Print

Posted by Scott Christopher on Wed, May 24, 2017 @ 10:05 AM

We've been doing a series on the benefits of traditional media on the blog. You can catch up on earlier posts here and here. Why are we writing this? Because we are Luddites stuck in the dark ages, denying the existence of the internet? Not at all. It is because we are huge believers in media mix. No marketer should put all their eggs in one media channel basket. And with all the benefits that come through digital advertising - like trackability and measuring ROI - it also has its limitations and isn't the most trusted advertising medium. Yes, traditional channels still have value to reach your audience and enhance a digital advertising campaign. They all work together.

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Topics: Media Agency, print advertising, top print media buying agency, benefits of traditional media

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