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Did you know the average consumer spends 127 minutes in mobile applications a day? That’s nearly an hour more than people spend on the Web and just 41 minutes shy of the 168 minutes Americans spend watching television on a given day. It’s an opportunity worth investing in – and marketers are starting to dial in. In fact, the $101.37 billion to be spent on ads served to mobile phones and tablets worldwide next year represents a nearly 430% increase from 2013. It’s clear that mobile advertising is becoming a staple in many media plans. What about yours?
VentureBeat recently reported that a national consumer goods company, working with Kroger – the country’s largest supermarket chain by revenue and second-largest general retailer – achieved almost a four times increase in the number of customers visiting Kroger to buy its product, after releasing a geo-targeted mobile advertising campaign that focused on factors such as device data, location history, and offline purchase data. With the right information and tools, you can grow your consumer base and achieve these kinds of results too. To learn how to get your message in front of the people who matter most – at exactly the right moment – download this e-Book. Inside, you’ll find tips on the new school strategy of mobile and how to keep pace with your mobile customers. If you like what you see in the e-Book, check out our think:tech presentation at ad:tech San Francisco this year, too: The New Rules of Mobile Advertising: Hyperlocal or Bust.
Digital ad tech firm Centro has announced that its demand-side platform (DSP) is now plugged into several ad exchanges -- including Google’s DoubleClick and Dailymotion -- for access to video inventory. The company has also integrated with LiveRail private exchange partners including Microsoft Ad Exchange and Maker Studios.
Ad tech firm Centro announced its recently-launched DSP has added access to video advertising inventory through several ad exchanges and offers mobile audience targeting data from Oracle BlueKai and NinthDecimal.
For many years now, DSP vendors have been almost exclusively focused on agency holding companies and national advertisers. This has left independent agencies and challenger brands to grapple with programmatic on their own.
As a result, this segment struggles to find programmatic talent. They need vendors with the right level of programmatic expertise to help, and they’re not getting the attention they deserve from the more traditional DSPs because they don’t have the same clout as the “big boys.” And since this segment is often more resource-constrained, they must be more strategic when selecting technology partners, leaving them with limited options. That is, until now.
Basis DSP is the first enterprise-grade, cross-channel, programmatic ad-buying platform designed specifically for independent agencies and challenger brands. An intuitive product design, trustworthy buying environment, and flexible licensing options – all backed by Basis Technologies' Raving Fan service – make it the ideal choice for businesses that want to take charge of their programmatic strategy.
According to eMarketer, over two-thirds of digital ad spend is going towards mobile this year. And while there is little doubt as to the importance of mobile, marketers and agencies don’t need yet another point solution. They need an omni-channel DSP that breaks open silos and eliminates measurement headaches. They need mobile capabilities to accurately target audiences in the largely cookie-less world of mobile. Now there is a solution that offers both.
Basis DSP provides unique and industry-leading mobile targeting functionality. This includes the ability to target audiences using device IDs (rather than cookies) and hyper-local location targeting using a mobile device’s GPS data (rather than using IP addresses), in addition to a host of other targeting options.
Reaching consumers on every device in the moments that matter most is essential. Basis DSP gives marketers a holistic solution for planning, creating, and optimizing integrated campaigns, while at the same time providing best-in-class mobile functionality needed to thrive in our connected world.
Offering a safe and trusted buying environment is core to Basis DSP. Here’s what we do to protect our clients:
Basis DSP supports different buying options, such as private marketplaces and preferred deals. We have a deal discovery and management interface, making it easy for marketers to find evergreen deals from a multitude of premium publishers, and execute campaigns against them.
Basis DSP was designed to provide complete transparency and control. Reporting, down to the placement level, provides real-time insights into campaigns, without delays. And, with on-the-fly control, media buyers can take immediate action, adjusting and optimizing campaigns to reduce waste and boost performance.
Basis DSP provides flexible service options to suit your business. With our full-service option, our team of experts will manage all aspects of the campaign while clients maintain full account access so they can monitor all activity. For those who prefer to control their programmatic plans, our intuitive interface makes it easy to get started. We also have a “path to self-service” plan for clients who want to run campaigns with the assistance and training of an expert media buyer.
Our customer success team makes this all possible. This group is a purpose-built team of programmatic ninjas dedicated to helping our clients maximize results using Basis DSP.
We also have an in-house education team whose single goal is to help our clients become better media buyers and build programmatic expertise within their own organizations. To that end, we offer unique training programs and educational materials, such as our Basis Certified certification series, regular training webinars, and a dedicated onboarding team.
Basis Technologies is the only adtech company, focused on delivering technology, strategy and talent to challenger brands and independent agencies.
Basis DSP has been operating with select partners for the past six months, and we are very excited to announce that it is now available for all customers. If you are interested in finding out more, request a demo.
Centro DSP Expands Cross-Channel Ad-Buying Capabilities with Integrations for Video Inventory; Adds Mobile Audience Data from Oracle BlueKai, NinthDecimal
NEW YORK – June 24, 2015 – Centro (centro.net), a provider of enterprise-class software for digital advertising, today announced the integration of Centro DSP with video inventory from DoubleClick Ad Exchange, Dailymotion Exchange and LiveRail’s private exchange partners such as Microsoft Ad Exchange and Maker Studios. This enables Centro customers to execute programmatic video ad-buying at scale on all major devices, including desktop, mobile, connected TV and game console. Additionally, with Centro DSP’s mobile-first approach to digital ad buying, it partnered with Oracle BlueKai, NinthDecimal and more to give marketers access to mobile audience targeting data. To deliver the highest quality ad buying system, Centro partners with Pixalate for proactive ad fraud monitoring.
To bring order to a complex programmatic advertising ecosystem, Centro DSP has already been rolled out to 200 customers. With a reach of 60B impressions per day worldwide, with 12B on video, Centro DSP is one of the most scalable cross-channel advertising software solutions for regional, independent agencies and brands. The platform offers an easy-to-use interface for users with various skill levels, and a high-touch support team dedicated to helping marketers grow in-house expertise. For more information, click on: www2.centro.net/dsp.
“Mobile video continues to see rapid growth, and Centro has built a strong platform designed specifically to meet this increasing demand from marketers,” said David Staas, President at NinthDecimal. “We're excited to partner with Centro as both a data supplier and buyer, enabling our mobile audience data on their platform to serve our marketing clients’ programmatic goals.”
“Centro has taken into account the specialized needs of a cross-channel marketer to build one of the most robust, easy-to-use, video-buying platforms in the industry,” said Damien Pigasse, CRO of Dailymotion. “As the creator of a global, high-value video ad marketplace, we want to let programmatic buyers use Centro’s platform to reach their audiences through our video exchange.”
In the past few months, Centro has expanded relationships with top-tier digital media and technology partners in the advertising ecosystem to offer the most complete programmatic ad-buying solution for regional, independent agencies and brands. These are:
“Powerful cross-channel capabilities are now a ‘must-have’ for marketers, whose customers are on multiple devices throughout the day. In our system, more than 50% of impressions bought are on mobile web and apps, which signifies how quickly this trend is moving,” said Kelly Wenzel, CMO of Centro. “By expanding video inventory and mobile data partnerships, Centro DSP is emerging as the programmatic ad buying platform of choice for the cross channel marketer.”
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 nearly 200,000 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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Contact:
Anthony Loredo
646-462-4888
The software firm is based in Chicago, Illinois and focuses on employee development. “Centro is for dreamers—the company’s lofty business mission is to improve the lives of those in the ad industry,” according to Great Place to Work.
Welcome back to our Feet on the Street series. It is a big week for Centro, with some fantastic events in the pipeline. Our 3T Programmatic Roadshow is firing on all cylinders as it comes into the home stretch, so if you want to get the latest tips, trends and techniques in programmatic, come join us! If you’d like additional details on where we will be or would like to set up a meeting or demo of Centro DSP, email us at [email protected]. We’d love to chat!
What: Cannes Lions 2015 – June 21st – 27th
Who’s Going? Shawn Riegsecker, Ben Pashman
Where: Cannes, France
What’s going on? Cannes Lions is global creativity festival that aims to share and spread the power of creativity for business. Creativity can be a driving force for business, for change, and for good. Centro is on-site for all the action.
What: 3T Seattle - June 23rd, 2015 @ 10:00am
Who’s going? Heather Robertson, James Koesigneker, Jun Wang, Kami Kauzlarich, Marty Winner, Matt Sauls, Maya Hasson, Mike Olson, Mike Nedved, Ryan Manchee, Steve Dagg, Dan Raffe
Where: Seattle, WA
What’s going on? Anyone who’s worked in digital advertising knows – it’s a jungle out there. We all want to be the best we can be at our jobs, but technology advances so rapidly, it can be hard to survive. To help you feel confident about executing killer campaigns and tackling the latest questions from your clients, Centro is hosting 3T Programmatic – where you’ll learn the latest tips, trends and techniques on the fastest growing segment of digital. This is our seventh stop on the roadshow.
What: 3T Los Angeles - June 25th, 2015 @ 5:30pm
Who’s going? Amy Belton, Ashley McBrearty, Ben Sarmiento, Christian Gonzales, Denisse Cobian, Heather Robertson, James Koesigneker. Garrett McClure, Jessica Hilgers, Jun Wang, Leah Holzman, Matt Sauls, Michael Thill, Mike Olson, Roberta Thomas, Ryan Manchee, Steven Torices, Dan Raffe
Where: Los Angeles, CA
What’s going on? Our 8th and final stop on the 3T Programmatic Roadshow! We’ll be going out with a bang so be sure you sign up and join us!
What: TechWeek Chicago – June 26th
Who’s going? Shawn Riegsecker
Where: Chicago, IL
What’s going on? Top entrepreneurs gather to discuss what it takes to be an exceptional innovator in the tech industry. Each executive shares their insight on how to run a tech company, excel, and scale a startup business. Get the latest update on the recent technological happenings and join the entrepreneurs for some of their most valuable tips. Centro’s Shawn Riegsecker will be on the panel Making Waves on the Third Coast and Beyond: Chicago’s Top Tech Entrepreneurs along with Shradha Agarwal, George Bousis, and Justyn Howard. The panel will be moderated by Howard Tullman.
We hope that you will be able to join us. Let's make it a great week!
It used to be that local advertising evoked images of small retailers like mom-and-pop stores who needed to reach only those consumers who lived and worked in their vicinity. These advertisers represented the long tail of ad sales opportunity – there were a lot of them, but they occupied fragmented markets with small budgets and poor synergies.
With the advent search engine marketing via Google AdWords, local advertising began to evolve. AdWords allowed small businesses to target local consumers online at home or at work. But access to display opportunities was still limited. Let’s call that Local 1.0.
Welcome to Local 2.0
Today with the rise of mobile devices and the growth of programmatic buying -- local is back. What was once about the long tail or search marketing, is now about location-based targeting. And it applies to businesses of all sizes. Today with a self-service Demand Side Platform (DSP), the savvy local business owner can simply log in and start advertising with as little as $500. No minimum contracts, no hassles.
But what makes this opportunity ultra sweet for local business owners is the rise of the mobile consumer. With many local businesses seeking foot traffic – and nearly all consumers carrying smartphones – the ability to target prospects who are within a few blocks of their location is very compelling.
Hyper-local is the new local
As programmatic buying technology provides access to almost every mobile user, more and more advertisers are able to use hyper-local data as the primary way to reach new customers. GPS information from individual mobile devices gives you the exact location of your consumer, so you can target based on coordinates and radius.
Just log in to any ad marketplace and see for yourself. Across ad exchanges and Supply Side Platforms, about 44 percent of mobile inventory is location-aware. That’s seven billion impressions per day! This is a major reason why eMarketer is proclaiming that programmatic is will drive mobile ad spending toward a 37-percent growth clip in 2016.
The capability to locate consumers via their mobile devices benefits businesses both small and large. Now a pizza chain in Los Angeles can automatically reach pedestrians within 150 yards of any of its 10 locations. The local coffee shop in Boise can find consumers in proximity to the nearest Starbucks. At a larger scale, Peets Coffee can target neighboring Starbucks locations nationwide. And Starbucks too can reach consumers based on their proximity to a competitor in real time.
Everyone lives somewhere
Thanks to these crucial innovations we finally have the technology to do local right – with precision and at scale. For small businesses mobile technology is a great equalizer, giving your local coffee shop on the corner a shot at competing with the big guys. Now they can reach prospective customers in the moments that matter most…like when they’re seeking that mid-afternoon caffeine buzz!
It’s that time of year again – get ready to uncover those dusty grills and break out the flip flops, the month of June declares the official start of summer. Lucky for retailers, they’ll be cashing in on a double dose of celebrations – Father’s Day and graduation season. With dads and grads sharing the month of June, consumers are expected to spend over $17 billion on gifts between the two. Not surprisingly, dads and grads both share an interest in gift cards and tech toys, yet cash remains king for graduates. The most popular gift for both? Greeting cards, of course! In fact, Hallmark estimates $140 million will be spent on greeting cards alone.
In a study by the National Retail Federation (NRF), president and CEO Mathew Shay notes, “After a less than stellar first half of the year, retailers are ready to welcome the warm weather and the millions of shoppers that come along with it and kick off the summer spending season just in time for Father’s Day.” The NRF estimates the average person will spend $115.57 on Father’s Day gifts and $102.50 on graduates. Additionally, 23.4% of consumers will research products and compare prices on gifts using their smartphone. That being said, any smart retailer should be taking advantage of this dual opportunity – and its digital advertising treasure trove. To help with all your summer media plans, check out some consumer trends and spending habits in the infographic below.