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"At ad tech firm Centro, reports for digital campaigns and screenshots of digital ads used to take up to 20% of entry-level workers' time, according to Scott Neslund, exec VP-client services. Now AutonomyWorks handles those tasks, giving media associates more time to do research and possibly bring more insights to a client's media buy, or to improve their accuracy by spending more time on other tasks."
Read more on Advertising Age.
Centro takes great pride in our workplace culture, and it shows with the national and local awards we’ve received around this aspect of our organization. Recently, Centro was named No. 32 Best Workplace for Millennials in the United States. A major driver for this recognition comes from our philosophy (as stated in our Manifesto) that lasting success can only be achieved through dedication to the growth, well-being and happiness of the individual.
Fortune’s list is determined through surveys conducted with Great Place to Work, an organization that provides companies with benchmarks, frameworks, and expertise to create outstanding workplace cultures. In the U.S., Great Place to Work produces the annual Fortune "100 Best Companies to Work For" and a series of Great Place to Work Best Workplaces lists, including lists for Millennials, women, diversity, small and medium companies and over a half dozen different industries.
From the anonymous survey, many of Centro’s Millennial employees credit us with time-off flexibility, sharing of company information, and employee benefits. The other factors evaluated were managers' support for personal and professional aspects of employees’ lives, people's ability to be themselves at work, the meaning they get from their jobs, and more. The positive ratings from this list and the many others we’ve received from a variety of organizations are a testament that we’ve created a great employee experience, not only for Millennials, but for everyone who chooses to work with Centro.
As we continue to grow, we’re always looking for team members who can add to the enthusiasm and energy in our organization. We have a big and challenging mission – to improve the lives of the people who work in digital media – and we need a mix of expertise and competencies in technology, media, sales, marketing and more. Are you up for the challenge? Check out our list of open positions throughout the country and give us a shout if you’re interested in joining the Centro rocket ship.
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
More Agency Reviews Expected This Year
A study finds that 58% of marketers plan to review their agency in the next year, citing ongoing pressure to cut costs, the need to keep up with digital change, and transparency concerns.
Facebook Tweaks Algorithm…Again
This move seems to be Facebook’s annual reminder that they are the keepers of the kingdom. It’s a tweak that will likely have the most impact on content publishers, such as the New York Times, Mashable, and Wall Street Journal. Time will tell how, or if, this will affect a paid strategy. One thing is clear: brands and publishers will need to pay the piper to get their content distributed to audiences on the platform.
Data, CRM and Native Adverting Drivers in LinkedIn, Microsoft Marriage
Here are some considerations for what’s behind the $26 billion purchase of the B-to-B social platform. One important thing to note is this will mean more native ads for a platform that has previously struggled in the space. “When a content platform meets a CRM service, that’s where the route to market can really scale in a confined, manageable ecosystem.”
Amazon Beats Google as Starting Point for Product Searches
More people are starting their product searches on Amazon instead Google, or the brand and retail sites. The variety of products, free shipping options, deals and pricing, and the large amount of customer reviews are driving Amazon’s growth. One thing to note: nearly half of the users who started on Google ultimately clicked on an Amazon link.
Pinterest doesn’t want to be called a social network anymore. They’re a “shopping network.” Statements like that and recent product updates suggest the platform may be less concerned with competing with Facebook and more with Amazon and Google.
Snapchat is Slashing Its Ad prices for Brands
Hooray for brands who are looking to get into the Snapchat game but have been off-put by the hefty price tag. While advertisers still need to plunk down six figures for a Snapchat program, the $100,000 minimum is an easier access point compared to their first minimum of $500,000.
Digital Courting TV Ad Dollars: an Epic Timeline
An interesting look at some key moves and innovations by the top digital media players -- like Google, Facebook, and Twitter -- that helped propel the industry forward and increase interest and investment from heavy TV advertisers.
For those pushing Advanced TV, a new Nielsen study shares a solid selling point on not just buying the video format but buying it to run on a television.
YouTube is Beefing Up Its Live Video Game to Compete with Facebook and Periscope
Not to be left out of the party, Google, during this year’s VidCon, announced an improved version of YouTube’s live-streaming product within its mobile app.
Digital advertising regulators are finally getting their first wake-up call on the realities of being caught in the act of illegally obtaining users’ mobile location data, with the FTC formally fining mobile ad network InMobi nearly $1 million for wrongfully collecting location information on millions of smartphone users, including children.
Mobile Ad Spend Nears $100 Billion
Zenith’s new Advertising Expenditure Forecast found that mobile ad spend continues to rise rapidly and has been outpacing expected growth forecasts. Worldwide mobile spending is expected to reach upwards of $100 billion in total spending, widening its lead over desktop, which is expected to reach $97 billion in 2017.
"According to another millennial employee: I’ve never felt so connected or part of something before (not just a cog in the machine). The benefits here are great, as well. You can tell a lot of thought was given to treating us like people—with lives and families and friends and human needs."
Programmatic video advertising hits its stride
While demand for programmatic digital video has always been strong, inventory constraints and market liquidity have been an industry challenge. The problem has been addressed on two fronts: An explosion of content creation and the shift of video assets online, and the adoption of private marketplaces – which open up sources previously only available to direct buyers. As a result, brand dollars and television budgets have begun to flow. But demand side platforms like Centro DSP have lowered the barrier to entry as well, and more advertisers than ever have access to high-impact digital video advertising.
Measuring success
Video is unique and should have a different KPI from other formats and tactics. Cost-per-completed view has emerged as the most popular metric. It reflects the quality of a placement and demonstrates the message is being delivered in full. Completion rate and cost-per-complete ensure brand awareness, but video can also help with conversions. To maximize results, consider creating an audience of users who completed watching an ad and then retarget them with a special message.
Getting started
Centro DSP offers a host of inventory sources and settings for video campaigns. Integrations with all major exchanges and a wide array of private marketplace deals provide scale. Excluding unknown roll position and small player size are best practices for quality control, and 15-second ads are recommended to further increase completion rates. As with all campaigns, a smart set-up, monitoring performance throughout, and making adjustments to optimize will lead to success.
"Throughout my career, I’ve seen two traits that separate the A team from the B team: empathy and intellectual curiosity, both of which lie at the core of authenticity."
Read more from Centro's Kelly Wenzel on SmartBrief.
"Today’s digital users are tech-savvy: They have too many choices for intrusive marketing approaches, and they are increasingly turned off by impersonal interruptions. Our industry needs to ensure we deliver real value to consumers in a way that is engaging and relevant."
Read more from Centro's Ryan Manchee in MediaPost.
"Today, much of our customers' brand experience happens digitally. Here are five digital marketing transformations and how they can affect how CMOs run their teams"