Why Stream Audio Ads?

There are three major advantages of streaming audio vs the terrestrial radio counterpart:

  1. The user experience is different with streaming audio. With pure-play music services like Pandora or Spotify, the listener is in control.  This control is leading digital audio to overtake time spent with radio in 2020.
  2. Advertisers can more accurately measure the reach, frequency, brand lift, and ROAS of digital audio.
  3. Digital targeting in audio advertising is superior to targeting in terrestrial radio in practically every way. The geographic targeting can be significantly more granular and you can find your demographic or interest-based target with much less waste.

The growth of streaming audio has brought advertisers a plethora of options for ensuring that their most profitable consumer is receiving the message.

Targeting with Audio Advertising

Below are the common ways we can target listeners via streaming audio:

In comparison, below are the ways terrestrial radio allows advertisers to target:

Streaming audio’s capabilities from a targeting standpoint allow brands to limit waste, increase their understanding of who is really reacting to their message and when, and enhance the listener experience through meaningful and timely communication.

The Audio Advertising Opportunity

Streaming audio is growing and has significant reach, but it shouldn’t replace a traditional terrestrial radio strategy entirely. As the points above demonstrate, the real mountain mover for brands is when both terrestrial radio and streaming audio are brought into the overall campaign.

While streaming audio benefits through advanced targeting options, stronger reporting and analytics, and a more engaged consumer listening and interacting with the medium, its greatest strength comes from the fact that it offers advertisers an immediate and actionable platform for listeners to engage with their :30s/:60s radio spots.

Learn more about Audio Advertising with Centro.


What is Native Advertising?

Native Advertising is sponsored content designed to be perfectly positioned within a publisher’s editorial content.

I know what you’re thinking. “Oh, so like an advertorial?” Well, yes and no. Because there isn’t an industry-wide definition or metric, some publishers are putting native into the “advertorial bucket.” The trouble with this definition is that native advertising can be so much more than that.

Publishers are defining native in more ways than one–sponsored infographics, tweets, and nonstandard ad units, to name a few. The US Federal Trade Commission, or FTC, defines Native Advertising as "blending advertisements with news, entertainment, and other editorial content in digital media." No matter how you define it, the goal is to drive engagement through what is considered a natural, organic environment.

Why Native Ads?

While there could be better clarity around the actual definition, as a publisher, it might be time to start incorporating native options if you haven’t already. We already know that successful ad placement generally does not disrupt the reader’s experience. With native, that’s just the intention. It should not only feel like part of the editorial, but rather enhance the experience. When we enhance a user experience, we earn their attention–which then leads to (you guessed it) premium pricing. Earning a reader’s attention might be the most valuable action a publisher can ask for.

Premium content has always helped set the great publishers apart from the not so great. Integrating native should be a no-brainer for sites bursting with great editorial. No matter how you want to define it, eMarketer forecasts that advertisers will devote almost two-thirds of display budgets to native ads by the end of 2020. That’s enough to make both publishers and advertisers start paying attention!

Learn more about Native Advertising with Centro.


Every company has unique digital marking projects. Budgeting and planning for online advertising costs will depend on your industry, company size, and overarching business goals. While company goals may differ, Centro can offer you a tested framework to create the optimum marketing budget for your business. Develop your plan, and consider your priorities, marketing channels—and even the average advertising cost of your competitors.

What Is an Average Advertising Cost for a Digital Campaign?

A typical mid-sized business puts about 35 percent of their overall marketing budget towards online advertising costs—some industries allocate quite a bit more. Below are some estimates for the average budgeting percentages allocated to digital marketing in industries that tend to rely on online ads the most:

Spending also varies by advertising type. Email, display ads, search and social media advertising costs have increased exponentially over the last few years. These figures show that costs vary by project, company, and industry.

Developing Your Budget to Cover Online Advertising Costs

You don't necessarily need to utilize every available marketing channel to enjoy success. In fact, marketers with smaller budgets should focus on developing a good plan with one or very few marketing channels, to ensure optimization and allow them to receive maximum value. Avoid stretching your dollars or attention too thin.

With that in mind, take these steps to right-size your company's online advertising cost:

Set Goals

Of course, your digital marketing goals should support your overarching marketing goals. For instance, a B2B company may hope to improve sales and brand awareness. After you know what results you desire, you can set measures that will demonstrate how well you're doing.

For example:

Consider Your Historical Average Advertising Cost

Your past performance can indicate how you should act in the future. Notice where your dollars have translated into sales in the past, and of course, which marketing investments did not help your company grow at all. At this point, you may want to allocate money based on past performance or determine why certain channels did not produce any positive returns.

Research Your Market

Research anticipated costs for various types of online ads before you calculate how much money you will need to support your goals. Use tools and observation to explore marketing channels your competitors use to estimate the amount they spend. In addition, keyword research should uncover the search terms you plan to target and the average costs for ranking well on these terms.

Spend What You Can

If your initial plan requires an unrealistic budget for your company, you may need to develop another plan. Try reducing the number of channels or find cheaper related or long-tail keywords with which to start. If your initial efforts help support your goals, you may be able to utilize a larger budget later to expand your efforts. Average B2B companies spend about 5 percent of their overall revenues to promote products—however, B2C companies tend to spend about twice that amount.

Enjoy the Best Returns from your Online Advertising Costs

Finally, use the previously set measures, or metrics, to assess how well each piece of your marketing plan is performing. If certain channels or campaigns within those channels don't produce, revisit them to figure out if they need tweaking or even discarding.

Take the best course by developing a plan with metrics to track your progress and avoid the pitfalls of trying to market in the dark.

An international thrift store chain came to Centro for help building brand awareness, increasing foot and website traffic, and soliciting donations. The store decided to launch a test campaign to see which digital partner could help them achieve the most efficient cost-per-acquisition.

Centro's audience buying solution was the clear winner and delivered the following results:

To read more about our campaign strategy, read our case study.

In order to build brand awareness and generate engagement across more than 7,000 ZIP codes, a major telecommunications company developed a microsite complete with testimonials and case studies. But the company needed to drive traffic to the site, so it turned to Centro for help.

Centro put together a customized audience buying solution, and it produced outstanding results:

To learn more about our digital strategy, read our case study.

A national soft drink label came to Centro looking to improve regional brand recognition and boost local awareness. The brand was looking to launch a sweepstakes campaign at quick-serve restaurants.

The Centro campaign strategy, which included a combination of audience buying tactics, custom gaming units, and narrow targeting strategies, led to great success for the company:

To read more about our strategy, download our case study.

When an international hot sauce brand decided to launch a social media campaign with some kick, it turned to Centro. The brand was looking to build a stronger social following among U.S. consumers that it could target with promotional content, and the key platform was Twitter.

Centro's digital strategy gave this social campaign the zest it needed. Here's what happened in just one month:

To read more about how Centro reached this social audience and drove engagement, download our case study.

A national healthcare network, with over 80 hospitals and 110 urgent care clinics nationwide, needed to centralize its online efforts and improve visibility across regions and service lines. The network, with hundreds of disconnected and decentralized online appointment hubs, decided to drive consumers to a single-service portal for all appointment scheduling, but needed a way to alert consumers to this change.

That's where Centro came in. Due to our vast digital expertise, we were able to educate the client on best practices for successful digital campaigns.

And the results speak for themselves:

To read more about how we executed this campaign, download our case study.

When a Fortune 500 retailer needed to build a social campaign for a major sales event, it turned to Centro for help. With the event quickly approaching, the company needed a digital partner to increase brand awareness, drive sales for company-wide inventory, and achieve an ambitious ROAS.

The results of the campaign?

To read more about our digital strategy and how we achieved this, download our case study to read more.