Here, we will get into the very heart of what we do. This will take up most of your day-to-day, and underlie all conversations at the very least, regardless of what role you are playing.
Watch this short video. It may seem like common sense, but when we refer to what we do, which is largely digital media, we are literally referring to the dissemination of ads on those media.
For our niche, we are primarily dealing with Asian endemic media. Let's take a look at one of our real life campaigns, placed in endemic media:
An AT&T display ad, placed by AMG, in a Chinese endemic site, or media platform
What about a preroll ad?
An Always Flexfoam preroll ad, in a Chinese endemic online video (OLV) media platform
You have definitely seen a display ad and a preroll ad while browsing the internet. Sometimes you may have felt annoyed by these ads, and sometimes they may have reminded you of a brand's existence. Maybe you have even learned of a sale, or a new product from one of these ads. Maybe you've laughed at one, or felt touched by one, or even felt moved to buy a certain product. This is the goal of all ads - Regardless of your immediate feeling about it, that it got your attention, and ultimately, in the long run, played some role in you buying from that brand.
No single factor in our business has as much hold on our existence, as our ability to measurably affect the efficacy of a media campaign.
Our value to our clients, lies in how much we are able to drive conversions towards their primary defined KPIs on a given campaign. This is often measured in click-through-rate (CTR), but it also can be measured using other third-party solutions like brand or sales lift.
No matter what your role is, this is the primary principle you must keep in mind.
We won't go too deeply into what drives performance here. You will need to learn this as you go along, and it will take some time to develop a true understanding of all of the small efficiencies that drive results in our best practices. But for now, keep in mind that media performance, or efficacy, is at the heart of what drives our clients to continue working with AMG.