What is the best way to market an online advertising agency?

Content, content and then more content. Niched agencies have to use data to show the USP's of choosing the niched media before mainstream, in case additional value isn't easy to identify. Reach and performance are key KPI's. If reach is lower then performance has to be stellar. You need to exemplify to media buyers how much potential upside digital advertising targeting ethnic minorities can give them. If you have case studies and previous campaign numbers to share, even better. But your industry needs to start producing research showing the value it can give. This way, mainstream media buyers can get a better understanding of why they should reallocate budgets to niched, multicultural segments.

From my personal point of view, it's your partnership that counts, in terms of improving the brand image. You should try establish contact with some reputable media buyers at large conferences, for instance, where you will be able to present your company in the best possible way. As I can now recall, the latest Ad:Tech in London featured both the well-known enterprises and the fresher ones as well, like the Polish-based Epom, for example. Anyway, it's more about your persistence and creative approach, than the actual advertising budget at your disposal.

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