Consumers have developed an appetite for dynamic content and authentic stories—they're looking to organically navigate their way to a purchase decision, as opposed to being pushed through a sales funnel. Designed to disrupt the display ecosystem, native advertising reimagines consumer connection in more meaningful and less disruptive ways. Read our Native Advertising Guide to learn more.

What you'll learn: 

Which digital segments are driving the most growth in 2021? Despite the tumultuous state of 2020, certain mediums have proven their value, with more growth anticipated. Download the infographic below to view the digital segments driving the most growth, the ad spend outlook for the U.S. in 2021, and digital ad spend growth by industry.

From device preferences to generational behaviors, to shopping trends—consumer habits post-COVID are reshaping the new normal. Consumers are relying on mobile more than ever before and Gen X and Boomers' adoption of technology has been accelerated. Download the infographic below to review digital trends and device preferences one-year post-pandemic.

At the Brand Innovators 2021 Media Buying Summit last week, experts from across the industry discussed how the media buying landscape is evolving. They shared, learned, and connected—and covered a lot of ground on topics such as cost constraints, pain points in ad tech, creative messaging in the media world, media plans post-pandemic, the cookieless future, and more.

Centro was proud to sponsor at the event, which was highlighted by our CEO & Founder, Shawn Riegsecker, who led three fireside chats with senior-level marketers hailing from the likes of Hilton, Facebook, and HBO Max.

Check out the key takeaways from each fireside chat below—the sessions are available on-demand, and worth a listen:

Fireside Chat #1

Featuring Rebecca Panico, Sr. Director, Media Strategy & Planning, Hilton

Shawn and Rebecca chatted through media planning from a business/leisure travel, as well as global, perspective and what that looks like in terms of creative messaging post-pandemic. Rebecca shared insights on the cost constraints that have come with the heightened complexity within the media space and what it was like to shift from the agency to the brand side, "In terms of advice, I try to over-communicate as best as I can. Context is king – giving the rationale and explanation for what we’re trying to solve for; I invite my agency to be a part of those discussions. I give them permission to ask more questions and work through problems together. It’s more of a partnership."

Fireside Chat #2

Featuring Christine Lustig, Media Investment Lead – North America, Facebook

Shawn and Christine talked through her transition from Mastercard to Facebook and how that presented interesting challenges and a shift in perspective along the way. She spoke about the emotional tie to Facebook and its products, and how the brand is pivoting from an overarching/high-level umbrella brand perspective. Christine talked about how Facebook aims to use the platform for good and shared more details on their promotional initiatives through 2021 and highlighted the most important tactical media and marketing KPIs. Ultimately, Christine stated, “It’s all about the consumer at the end of the day. So if this is a consumer-driven initiative that will improve brand trust, then we’re all about that."

Fireside Chat #3

Featuring Su Kwon Kelsay, SVP Marketing Technology and Operations, HBO Max, Warner Media

Shawn and Su chatted through her career journey within Warner Brothers and the exciting opportunities and challenges that presented themselves throughout her time there. They also discussed an omnichannel approach to reaching consumers from a media perspective, how first-party data should be defined, the biggest struggles of advertising technology, and what releases are coming down the pipe for HBO Max. What's Su's number one piece of advice on to best reach consumers? "Start with your goals and requirements. If you start with the data and just start doing things, there is so much that can be done—a never-ending list of things that you could do or try to track, etc. That’s why I think every company has a slightly different MarTech or Ad Tech stack—each one is different based on the goals of the company."

Click the links above to catch up on all of the fireside chats from Brand Innovators Media Buying Summit 2021 - you definitely don't want to miss these! For more on how to add automation to your current MarTech or Ad Tech stack, check out our comprehensive tech solution, Basis.

Digital First World

Consumers shifted from traditional media to digital media swiftly in 2020—and the data shows that this trend is set to stick around. Download the infographic below to view the average time U.S. adults spend with digital media and online trends that are here to stay.

The path to programmatic may seem daunting, but don't worry—we broke it down for you.

When it comes to programmatic buying, there are typically four different options: Outsourced Managed Services, buying self-service via a tech-based platform, starting on a path-to-self-service, or getting left behind! Don't be the latter—let someone guide you with outsourced Managed Services or gain full control with a digital buying platform. Otherwise, take the time you need to adjust and identify current and future needs, and start on a path-to-self-service.

How do you know which path is right for your team and business? Read our Programmatic Readiness Guide as you assess the ideal solution for your digital buying needs, to help you find out.

What you'll learn: 

The selection and implementation of a demand-side platform (DSP) is no small feat. If you've identified a need for one, it's time to consider other requirements, beyond the ability to buy programmatically, in order to support your growing organization. Hint: you need more than a DSP. The decision to in-housing programmatic buying requires the input and involvement of top stakeholders and teammates alike. Read our guide to learn more about the process and do more down the road.

What you'll learn:

Converge your direct and programmatic buying functions, and improve performance while you’re at it.

Are you ready to make your move to a self-service buying model? Find out with our handy guide.