An ad agency is the marketing partner that helps a brand or business produce creative campaigns and get those ads in front of the right people. These results-driven partners are like a special forces team that can deliver the most impact for your marketing dollars.
When you hire an ad agency, you are also hiring their expertise, which comes from a wide range of skills. Typically, an ad agency can offer multiple services, such as creative development, data analysis, digital marketing, media buying and planning, branding, public relations (PR), and more.
The most common type of ad agency is a creative development or design agency, which is responsible for the overall look and feel of a campaign. They use market research to create advertisements that grab consumer attention and differentiate a client’s products or services in the marketplace.
Another service is data analytics, which is responsible for collecting and analyzing information about consumers and their behavior online. This data is then used to inform ad strategy and to determine which ads are most effective. New technologies like artificial intelligence and machine learning are contributing to new market research capabilities that allow ad agencies to know more about their clients in real time than ever before.
One of the most valuable services that an ad agency can provide is strategic planning, which sets measurable goals and helps ensure that an ad project stays on track during execution. In addition, an ad agency can help their clients stay competitive by staying up-to-date on emerging technologies and marketing trends. For example, in 2018, Facebook changed its algorithm, devaluing organic (unpaid) business posts in users’ news feeds by up to 75% and requiring businesses to adopt a different strategy.