Oct 7 2013
Anthony Loredo

Brands and Agencies Tap Centro for Digital Advertising Solutions on Mobile


Centro’s Mobile Experience Includes 3,200 Campaigns for All Major Industries

CHICAGO, IL – October 7, 2013 – Centro (centro.net), a provider of software and services for modern media agencies, today announced the release of specialized digital advertising solutions for mobile. Centro’s mobile solutions encompass strategies, techniques and technology for multi-screen planning, targeting and rich media execution. The company’s knowledge in mobile advertising covers more than 3,200 campaigns for brands in all major industries.

According to VC firm Kleiner Perkins Caufield & Byers, people spend 12% of their media consumption time on mobile, yet only 3% of ad budgets are dedicated to the space. Much of the challenges cited by marketers are the lack of optimized assets, cloudy industry standards in measurement and tracking, and complexity in building unique creative. Nevertheless, the growth in mobile in the U.S. is gaining momentum as smartphone penetration is now 61% (Nielsen), while tablets are 40% (Consumer Electronics Association). At the end of 2013, networking company Cisco projects that the number of mobile devices in the market will exceed the human population worldwide. By 2017, mobile devices will account for 25% of online sales in the U.S., according to eMarketer. To discuss these trends, Centro is hosting a free webinar with the Mobile Marketing Association (MMA) and technology provider Thinknear on Tuesday, October 8. To register, visit: www3.gotomeeting.com/register/331094222.

“Mobile presence is now a requirement for major brands as mobile devices become the go-to source for consumers in managing their lives,” said Ben Pashman, SVP of Corporate Development at Centro. “Centro’s experience working with brands and agencies at the onset of digital media puts us in a unique position, as we have applied the learnings from thousands of mobile campaigns to augment our customers’ marketing efforts.”

Centro’s expertise in digital media buying extends across mobile and tablet environments. Agencies working with Centro benefit from:

  • Multi-screen planning: transparent execution of campaigns across multiple screens without compromising the content or consistency of the plan.
  • Unique targeting: targeting by device, carrier, application, demographic or geo-location. Centro also consults on tech partners who offer specialized targeting to achieve campaign goals.
  • Rich media creative: creation of highly interactive experiences not found on the desktop such as swiping, shaking, tap-to call, directions, calendar reminder, coupon, email and more.

As an example of Centro’s powerful solutions, the company helped integrate mobile and tablet advertising for a national retailer’s ongoing display strategy, with the goal of increasing and measuring purchase intent and building store awareness. The campaign involved the creation of custom mobile landing pages that provided information on stores. Centro targeted audiences by location on tablets and smartphones. The campaign drove 13% conversion-related interactions and resulted in $106K+ in incremental sales.

For more information, please visit: http://medialogistics.centro.net/mobile-solutions.

About Centro
Centro (centro.net) partners with advertising agencies to improve their campaign performance and digital media teams’ productivity in order to better manage costs and maximize profitability. Centro is the only provider that offers both managed services and cloud software options to simplify and streamline the full campaign life cycle to meet the unique requirements of every agency. Since 2001, Centro’s media logistics specialists have successfully planned and executed more than 22,000 local and national campaigns across all digital display platforms and ad media types. Headquartered in Chicago with 32 offices nationwide, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012 and 2013.

Anthony Loredo