Jan 26 2017
Anthony Loredo

80% of Centro’s Political Advertising Clients for 2016 U.S. Elections Had Winning Outcomes


Centro’s Candidates and Causes Business Unit Managed Digital Advertising for 150 Political Campaigns; Mix of Flexible Technology and Service in Digital Media Helped Swing Votes

Washington, DC – Jan. 26, 2017 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced that nearly 80% of its political clients involved in the 2016 U.S. election cycle had winning outcomes. Centro’s Candidates and Causes services unit, specializing in digital media-buying for political groups, managed campaigns in 150+ races throughout the nation, encompassing candidates at all levels and local ballot measures. This non-partisan offering of technology and services is available for agencies and consultants with political clients. With additional hiring plans for 2017 to support new clients, this group within Centro is now focused on servicing causes in legislation and advocacy.

Centro’s activity during the 2016 election season gives it a wide breadth of knowledge and a diversified view on the use of digital media for campaigns and successful advertising tactics. Its experience showed how digital media was utilized in the past year:

  • Although one-third of Centro’s political advertisers were individual candidates or their committees, PACs (Political Action Committees) were the largest segment of advertisers, active in the most races and also spending the most because of the large number of ballot measures in various states.
  • The sophisticated use of data targeting grew beyond presidential campaigns, where down-ballot campaigns and measures used it heavily.
  • Voter file data was widely used, and campaigns utilized it to model and target specific audiences.
  • Hyperlocal data and targeting was used by smaller campaigns to maximize ad spend.
  • Digital video continued to play a key role, expanding beyond traditional in-stream placements to in-feed, mobile and OTT devices.

“In politics, although digital media partners are judged on whether or not they help a campaign win, the client trust Centro has built over the years is what makes us stand out,” said Grace Briscoe, VP of Candidates and Causes, Centro. “Our decade of experience and proficiency in this field can be a differentiated and valuable asset for driving perception in government, in the public sphere, or among specific audiences.”

Political marketers want expertise in navigating the complexity in digital from channels, sites, content, ad units, devices and data. Since 2006, Centro has been on the forefront political advertising in digital media, now having worked with 200 political campaigns and independent expenditure committees and 500 issue advocacy advertisers. The group’s central hub in Washington, DC, fields a team of 20 political media experts. The team is now turning its attention to influencing legislation and promoting advocacy agendas for its clients for the next two years before the next set of government elections.

For political marketers, Centro customizes digital advertising solutions on all channels to drive action from key voter constituents. Centro helps target audiences through multi-layered technology-driven solutions that include fully-transparent and controllable programmatic advertising, voter file data integrations, predictive modeling around key issues, location-targeted mobile audiences and high-impact premium creative placement on local and national sites.

About Centro

Centro (centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.

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Anthony Loredo