Meet the Team: Aaron (aka AC)

Hi there, I’m Aaron, and I’m the Director of Advertising for Design*Sponge.  Readers of Design*Sponge know me as “AC”.

I want to welcome you to the Building A Better Advertiser blog.  We set it up so that we could share information that would make the world of online advertising a little less scary for beginners.  If you’re already experienced, we’ll also be sharing information that will allow you to take your advertising efforts to the next level.

I’ve been working in online advertising for the past five years.  I started out doing what is called Search Marketing (also known as Pay-Per-Click or PPC), and I worked at a digital marketing agency managing large scale campaigns (thousands of keywords and hundreds of thousands of dollars of spend).

After a few years, I began managing Display campaigns (also known as banner ads, or the type of non-text ads you see on websites throughout the internet) for clients.  I was amazed to learn how much technology and methodology goes into running a professional advertising campaign.

My involvement with Design*Sponge’s Advertising began in 2007, and it started as something of a side project for me.  As the site’s traffic grew, Grace began to get more and more requests for information about advertising, and it was distracting her from what she loves, which is creating content for Design*Sponge.

I had no experience in Advertising Sales.

All of my expereince was in buying ads and managing campaigns, so I knew what professional media buyers cared about.  So I tried to set up the whole program with that in mind.  I didn’t want our customers to have to deal with “Ad Sales” people, because almost no one likes dealing with Ad Sales people. ;)

So here’s where things got amusing, I was an ad BUYER with no experience SELLING ads, acting as a SELLER to customers were mostly artists and small business owners with no experience BUYING ads.

As I got to know our customers, the vast difference in knowledge between my peers at the office (my day job at the time), who spent all day buying ads and managing campaigns, and our customers for Design*Sponge, many of whom were buying their very first ad, became apparent.  I talked to Grace about this issue, she thought it would be useful for me to write a Biz Ladies post about the basics of online advertising.

The response to that post was so amazing, that I’ve wanted to write more ever since.  And since we didn’t want to turn the “Biz Ladies” section of Design*Sponge into a regular column that was just about Online Advertising, we decided to start this blog.

Our goal is to teach you some of the techniques and methods used by advertising professionals, and to de-mystify some of the more confusing or intimidating aspects of the advertising process.  We’ll try to make it painless and fun.

In future posts, you’ll meet the rest of the D*S Ad Team, and we’ll try to answer all of your questions about Online Advertising.

So welcome, and please let me know in the comments section if there’s anything specific that you’d like me to cover in future posts.

Thanks, and I’m looking forward to writing more!


  1. Brigitte

    on 17th Aug, 10 11:08am

    Thank you for sharing your experiences with us! I’ve subscribed already.

    reply to this comment

    • admin

      on 17th Aug, 10 11:08am

      Thanks for reading! Let me know what you’re interested in learning about and we’ll make sure to cover it. :)


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  2. Sam

    on 17th Aug, 10 07:08pm

    This is great AC. I talked to Grace about this and I’m so glad you are officially the Director! Definitely signing up and looking forward to what you have to say. Are you thinking about handling ads for others going forward? Either way, glad you’re on it! Much appreciated for those of us who like to “create content” :)

    reply to this comment

    • admin

      on 17th Aug, 10 11:08pm

      Hi Sam,

      Glad you like it!

      I haven’t thought too much about handling advertising for anyone else, although I have thought about teaching bloggers or web publishers who might be interested to learn more about how to run their ad program. If that’s something people are interested in it could potentially be an avenue for future content. But that would be for another site, wouldn’t it ;)

      This site is dedicated specifically to making advertising easier for advertisers. So we’ll be sticking with that for now. In the meantime, I’ll take questions on anything you’ve got in that area. If you have questions about how to run your ad program, feel free to email me at betteradvertiser at designsponge dot com.


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