For over a decade, marketers have been focusing on Millennials as their cash cow – not only for their enormous size, but for the sheer magnitude of their direct and indirect purchasing power. But as funny as this may sound, Millennials are aging, and as they age, marketers need to make way for the new kids on the block: Generation Z (Gen Z), or those born after 1995. Whether you’re ready or not, this next generation wave is coming in, and they’re coming in strong. In fact, according to ad agency, Sparks & Honey, more than a quarter of America’s population belongs to Gen Z, and with each birth, this audience segment is growing. Plus, Gen Z has an average weekly allowance of $16.90, which equals about $44 billion a year in spending power. Combine those numbers with the influence this generation has over their parents and their digital device usage, and you’ve got a pie of opportunity – and marketers want a big piece.

From toys to TV, dinner menus to family vacations, Gen Zers know where to put in their two cents. This generation has a profound influence over their parents buying decisions – with 93% of parents (surveyed by digital agency, Deep Focus) saying that their teen and tween children have at least some influence on their family’s spending and household purchases. In addition, whereas Millennials use three screens, Gen Zers use five: a smartphone, TV, laptop, desktop, and iPod (or other portable music player). As an increasingly tech-savvy generation, they have no trouble retrieving information from multiple sources. Not to mention, they are more fluent in how the internet works than any other generation, simply because they’ve never lived in a world without it. Taking these factors into consideration, it is imperative that you creatively adapt to Gen Zer’s attitudes, wants, and needs in order to successfully market to this generation. And with an 8-second attention span per Gen Zer, that leaves little room for slip-ups. Want the biggest slice of the Gen Z pie?  Focus on these three areas:

LEVERAGE (THE RIGHT) SOCIAL NETWORKS

Social media is a great way to reach Generation Z, as this group is undoubtedly the most socially connected audience. In fact, according to Deep Focus, 51% of tweens are already using social media. However, the key here is leveraging the right social platforms since not all have the same effect on or value for this generation. For instance, Gen Zers care very little for Facebook, yet have an affinity for YouTube. In fact, 93% say they visit YouTube at least once a week, and 54% visit the site multiple times throughout the day. Visual sharing sites like Instagram and Snapchat, as well as other incognito social platforms, are also hugely impactful for members of this generation, so running promotional campaigns specific to these particular outlets is ideal. One innovator in marketing to this audience is Taco Bell. The company taps into the Gen Z mentality by promoting its products and engaging with users via both Vine and Snapchat, says Jeff Fromm, president of FutureCast, a millennial marketing consultancy.

EXECUTE CROSS-PLATFORM MARKETING

As previously mentioned, Gen Zers spend most of their time connecting, communicating, and evaluating products and services through five screens: the smartphone, TV, laptop, desktop, and iPod. In addition, members of Generation Z are consistently hopping from channel to channel, which makes it vital for brands to move along with them. In fact, 84% of Gen Zers browse an Internet-connected device while watching TV. To truly captivate this audience, smart marketers need to develop highly targeted and relevant campaigns that span seamlessly across all channels and platforms (social, mobile, desktop, video, native, etc.) in order to appeal to this generation. Headphone innovator, Beats by Dr. Dre, did just that when it launched a campaign that used social media, TV, celebrity endorsements, and other outlets to attract these young consumers. The result? Beats increased its Instagram followers by 76% and YouTube subscribers by 57%.

FOCUS ON AUTHENTICITY IN ADVERTISING

When executing cross-platform marketing initiatives, it is crucial that marketers appeal to the emotional needs of Generation Z, too. Contrary to Millennials, Gen Zers are practical realists, and they expect authentic and relatable communications. They often look for products and messaging that mirror reality rather than a perfect life and respond to independence, entrepreneurialism, and self-direction. In fact, according to Deep Focus, Gen Zers are more interested in narratives and content that have realistic endings (67%) and want to be engaged by real people, especially in advertising where they are nearly twice as likely to want to see “real people” than celebrities (63% vs. 37%). Providing Gen Zers with original content and a genuine brand experience engages this group and will keep them coming back in the future. Brands like Free People are already successfully executing this approach with messaging that focuses on individuality and unconventionality, and ads that exhibit a bohemian aesthetic, says Ad Age. The brand continues to grow with sales up 25% in the first quarter of fiscal 2015.

With an estimated 72 million people in the Gen Z demographic, innovative marketers are beginning to see the possibilities for long-term success with this young and powerful generation. As a result, they are adjusting their messaging, strategy, and image – and folding Gen Zers into their brand stories.

September 28^th is a big day for Centro and the advertising industry. Today is day one of Advertising Week New York and we think this year will be the best yet. We’re in an industry on the move – as brands, agencies, publishers and the fast-growing tech sector wrestle with tough issues like ad fraud and data privacy.  At the same time we’re creating new ways to engage and inspire consumers across all the moments that matter, making New York the place to be this week.

Advertising Week 2015 features some of the best and brightest in advertising, technology and pop culture. Taking center stage will be Sheryl Sandberg, chief operating officer of Facebook,  Dascha Polanco from the hit show Orange is the New Black, TV host and producer, Ryan Seacrest, and Doug Ellin, creator of  Entourage.

Centro is thrilled to be a part of this exciting week! As a sponsor of AWNY's Media Insights Breakfast, we welcome you to join us for breakfast on Wednesday and/or Thursday, where we will focus on sales tactics designed for the "always-on" consumer and how "large brands remain innovative and disruptive."

Advertising Week NYC: By the Numbers

• 4 Days
• 290 + Events
• 95,000 Attendees
• 246 Seminars + Workshops
• 902 Speakers
• 500 Press
• 10, 000+ Delegates

AWNY’s Media Insight Breakfasts
When: Wednesday, 9/29 at 7:45 AM: Media Insights Breakfast: Selling to the "Always-On" Consumer
Thursday, 10/1 at 7:45 AM: Media Insights Breakfast: Large and Nimble: How Large Brands Remain Innovative and Disruptive

Hungry for media? Wake up bright and early with our favorite New York advertising organization, Advertising Women of New York. Be sure to check out AWNY’s Media Insight breakfasts on Wednesday and Thursday!

Transparency and Openness in Programmatic: What it Means, Why It's Crucial, and How We Get There
When: Monday 9/28 at 10:15 AM

Programmatic buyers demand placement transparency. This session prompts a frank conversation about transparency between buyers and sellers. It will also navigate the process of setting industry transparency standards, and how transparency discussions will ultimately boost the success of programmatic advertising.

Building Trust and Transparency into Programmatic Media Buying
When: Wednesday 9/30 at 10:00 AM

Employees are the key to a successful organization. Did you know the average agency turnover rate is upwards of 30%, according to MediaPost? Centro was established in 2001 with the guiding principle that the company’s success could be achieved by focusing on the growth, well-being and happiness of employees first and foremost. Creating organizational growth while attracting and nurturing talent will generate success. Be sure to check out these can’t miss sessions on how and why employee happiness is the new ROI.

Monday 9/28 at 2:00 PM: The New Face of Talent: Creativity without Borders
Monday, 9/28 at 3:00 PM: Talent Talks: Part I
Tuesday, 9/29 at 3:00 PM:  Talent Talks: Part II
Wednesday 9/30 at 5:00 PM: Redefining: Talent

Winning the Mobile Moments of Truth: A Chat with Google & Fast Company
When: Monday, 9/28 at 3:00 PM

Did you know the average consumer spends 127 minutes in mobile applications a day? Mobile is already a staple in many media plans, but its popularity is still growing. Be sure to tune into this session on the future of mobile advertising through the eyes of the world’s leading tech company, Google.

Advertising Week wouldn’t be all that it is without the exciting after parties! Be sure to check out the kick-off party Monday night at Terminal 5 with awesome performances hosted by the radio’s hottest DJ’s!

True to tradition, Advertising Week brings endless opportunities to learn, network and grow with the industry's best.  If you're heading to Advertising Week, we want to be sure to connect with you! Reach out to us at [email protected] to see where we will be and to schedule a meet-up! See you there.

Most of the industry discussion around fraud, however, only scratches the surface in a superficial way and commonly conflates different issues under the broad label of “fraud.” Many discussions of fraud explain it in terms that are too simplistic and fail to underscore the nuances of this issue. This piece focuses on the definition of fraud and the various ways it takes shape.

Read more on MarketingLand

“Surprise, most of you are already executing native advertising!”

That’s Aubry Parks-Fried, Centro’s Native and Social ad expert, delivering one of many eye-opening statements during her webinar yesterday, Understand Native Social Advertising in 60 Minutes or Less.

At noon, Aubry broadcast from Chicago to an audience of 225 international listeners. This webinar addressed a hot, but frequently misunderstood, topic in digital: native advertising and what it looks like in the social space. Aubry went over the necessity for native ads (folks are banner-blind these days), common types of native advertising (search ads count! See opening quote), and how native ads are manifesting themselves in the social space (hint: Facebook = huge).

Any marketer looking to progress their digital presence would glean a tip or two from the webinar. Those that attended certainly did, as indicated by the QA session at the end. For those of you who couldn’t make it, we’ve made the full broadcast available to you here.

Questions on what you heard? We’d love to answer them. Drop us a line at centro.net.

Even as reports speculate that Apple Watch sales have plateaued, my stance remains firm that the future is bright for smartwatches -- and that is good for marketers.

Read more on MediaPost 

Let’s talk numbers. According to Gallup, 51% of millennials are spending more today than they did a year ago – which means that this generation is a key consumer segment into the future and beyond. In fact, millennials currently have about $200 billion in direct purchasing power and account for $500 billion more in indirect spending through influencing their parents. The statistics (thanks to the Chamber of Commerce) are no joke – these spend-setters are on the path to outspend the baby boomers by 2017. To top it off, the U.S. Census Bureau estimates that millennials will reach 78 million by 2030, accounting for roughly 75% of the workforce in the United States. The possibilities are endless when it comes to the impact of digital advertising and the enormous opportunity for marketers.

Born in the golden age of digital technology, millennials have embraced technology as a means to make life easier and more efficient. Their biggest companion? Smartphones. An astounding 87% of millennials claim that their smartphone never leaves their side, including the 83% who sleep with their phone. On top of that, according to Bank of America, 90% of millennials rate their smartphone as “somewhat” or “very” important, but only 91% value their toothbrush as a daily importance and 87% think deodorant is essential. In view of that, digital advertising has a great influence in how millennials perceive a brand and the brand’s value, which means advertisers and marketers need to continually employ new ways of engaging millennial consumers across smartphone, tablet and social media platforms in order to fully captivate and retain this generation.

So when we think about this attitude toward technology and brands, what should marketers be focusing on as it relates to marketing to millennials? Here are three critical areas for consideration:

• Cross-channel experience: Millennials are notorious for being always connected – and in all ways. According to a global study conducted by SDL, 90% of consumers said they expect the customer experience to be seamless across all channels and devices. Millennials are at the forefront of this concept. This generation is constantly engaging on a multitude of devices and through a variety of channels. Mobile, social, and video advertising have a large influence in how millennials perceive a brand and a brand’s value. In fact, 61% feel that brands which advertise on these platforms are more desirable and relevant to them, while 58% of millennials agreed that tailored advertising helps them find products and services more quickly. Competitive advantage: From traditional to digital, create a seamless shopping experience across all platforms and channels in order to fully enrapture the millennial consumer.
• Multi-cultural impact: Millennials are the most ethnically diverse generation in the United States and have strong expectations of brands to deliver messaging that truly resonates with them and their culture. Among the 74.3 million millennials in the United States, 43% are minorities skewing heavily toward Hispanics and Asians. This group indexes higher in categories such as CPG, food/beverage and personal electronics, which means marketers in these product categories face an even greater need to employ cultural marketing strategies. More significantly, Hispanic Living revealed that Asian and African American millennials not only watch more video content than Caucasian millennials, they also have a higher contribution rate. Competitive advantage: Capture the massive buying power of the millennial segment by redefining your marketing strategy to incorporate culturally relevant messages and experiences.
• Made to order messaging: Millennials demand interaction with brands, specifically as a means for personal, timely, and straightforward communication about their concerns and experiences. They just want their voices to be heard – and for these brands to listen. Likewise, this group puts a premium on authentic, handmade, locally produced goods that offer a visually pleasing brand identity and strong graphic representation. In fact, Ace Metrix found that 75% of the performance – the impact of an ad’s message – was a result of the creative quality. The overall personalization of the product and interaction with the consumer really resonates with this audience. Competitive advantage: Develop relevant, tailored, and unique digital advertising in order to attract and retain millennials – a consumer segment that places such a significant emphasis on visuals.

How can advertisers and marketers capitalize on this audience segment beyond just today? Brands will need to continuously adjust to the millennial mindset and connect with them on an emotional, psychological, and physical level as they move through major life stages. Adaptability and flexibility will be pivotal in finding and maintaining millennial consumers in years to come.

For more information on this generation, check out this presentation on the changing media consumption habits of millennials. Prepared by Ryan Manchee, senior director of digital innovations, it was one of the highest rated Centro presentations at CES this year. You can also find additional interesting insights here:

• PART 2: FIRST SPEND-SETTERS, NOW STRESS-SETTERS? MILLENNIALS ARE OFFICIALLY AMERICA’S MOST STRESSED GENERATION
• PART 3: SPEND-SETTERS, STRESS-SETTERS, AND NOW JET-SETTERS? MILLENNIALS ARE MAKING WAVES IN TRAVEL THIS YEAR
• PART 4: MILLENNIALS AREN’T JUST #KUWTK. THEY’RE #KUTWTN, TOO!

What do Black Friday, President’s Day and Labor Day all have in common? They’re huge sales events. For big retail days like these, many companies start planning their media buys almost a year in advance, and are often finalizing their spend well into the eleventh-hour. But this makes sense considering the sheer amount of channels, formats, and devices to consider these days. And if you’re not on top of all of the latest advances and strategies, platforms like social may be overlooked, underfunded or underperforming. Recently, our client, a Fortune 500 retailer, wanted to ensure its social campaign drove success during its upcoming sales event, so the retailer turned to us for help.

With the client’s sales event quickly approaching, it needed a digital partner to build a campaign that would fulfill three goals:

• Increase brand awareness
• Drive sales for company-wide inventory
• Achieve an ambitious overall Return on Ad Spend (ROAS)

Additionally, with a run-time of only two weeks, the client had very little time to review and optimize spending and creative to reach its campaign goals. With this in mind, Centro was a no-brainer because of its ability to bulk upload creative and optimize in real-time.

Centro’s vast experience with social campaigns allowed for easy collaboration with the client in defining exactly the right target audience and product segmentation strategies that would support the breadth of the sale. In order to hit the defined audience targets, hundreds of creative variations were loaded and managed seamlessly through Centro. Furthermore, Centro’s team was able to help the client test and optimize all of the ad images, copy, placements, and target demographics in order maximize conversions.

The results of the campaign signaled a retail bonanza. To start, the campaign generated over 50,000 likes throughout the entire run-time. What’s more, Centro delivered over $1.6 million in online sales during the two-week sale period, translating to an astounding 5.8x ROAS. The client was thrilled with the results and is looking for more opportunities to partner with Centro in the future.

At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.

We all do it – pop over to our favorite website and dial in. We rapidly start closing interstitials, declining subscriptions, skipping pre-roll… anything we can do to get to the content. Do the ads we encounter ever grab our attention? Sometimes, sure. Other times, we’re totally blind.

Fortunately, marketers are finding another path to audience engagement – using a new ad format that offers a branded experience without interrupting the content of the page. They’re called native ads, and now, they’re available on social platforms.

Join us this Thursday, September 24^th as Centro teams up with the American Marketing Association to bring you a webinar dedicated to detailing the ins and outs of social native advertising. Our resident social and native expert, Aubry Parks-Fried, will run you through the history of native advertising, how the ads work, and how you can use this ad format on social platforms to drive serious branding results. Expect to learn:

• Why your message needs to get off the right-hand rail of social feeds and into the content
• How to target the right audience and deliver the right message
• Which social platforms offer what in terms of native advertising
• Best practices for getting started

Stop letting your ads sit unnoticed. If you have a digital media strategy in place or if you would like to get started on one, then this is one webinar you can’t afford to miss. Head over to the AMA website to register for your spot. We’ll see you on the 24^th!

Since Centro’s inception, we’ve had one goal: to improve the lives of the people behind the campaigns. That’s why we created media management software to help people reach their business goals better, faster and more efficiently than ever before. In an industry of rapid growth, it’s imperative to have the best people tackling the toughest challenges and developing better solutions.

Interested in joining the Centro team? Check out our hottest tech openings of the week and apply today!

Software Engineer, Backend – Toronto, Canada

This role will be responsible for building out new products, while updating and expanding our existing offerings. The core functions include developing on and improving Centro’s highly scalable real-time bidding platform, which processes 30B+ auctions, each within milliseconds, every day. You will actively participate on our team and help drive innovation for new products and services. Our software engineers enjoy rolling up their sleeves and writing code!

Senior Software Engineer, Web Applications - Toronto, Canada

We are looking for an elite senior software engineer, specializing in single-page applications and web development. You will join our team of talented engineers to build out our self-serve real-time bidding platform and help our customers execute complex advertising campaigns. What’s more, is the opportunity to build out full stack web applications using Java, Rails, JavaScript, Angular, React, ExtJS, MySql, PostgreSQL, and Mongo.

VP of Software Engineering – Chicago, IL

We are looking for a software engineering leader to head our Chicago development group and take responsibility for a group of directors, managers and engineers to build our flagship product, Centro Direct. This is a senior leadership role focused on scaling the organization, practices and delivery of best-in-class functionality and usability. The group includes teams that are responsible for both front-end and backend components for our 24x7 SaaS service and partners closely with product management.

Senior DevOps Engineer – Chicago, IL

You'll work the rest of production operations team and be responsible for assisting in the build out of the existing Ruby on Rails web application stack as well as any future technologies. We are looking for pragmatic generalist programmers who can not only help us execute in building our application, but also have a real say in the technological direction that it goes. We dip our toes in all sections of the application as needed. We also work on performance and architecture.

System Administrator – Chicago, IL

We are looking for a talented and passionate individual who is interested in broadening their career in IT, with the skill and desire to contribute to an outstanding IT team. This position proactively monitors and maintains the server infrastructure that supports Centro’s internal business. The Linux System Administrator will report directly to the Director of IT Operations.