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Welcome back to a new addition of Feet on the Street. The second week of our 3T Programmatic series is in full swing, 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’s going on? The TACCM Conference is an intensive three-day event attracting the top public relations, communication, marketing, and design experts from the state’s 50+ community and technical colleges.. Centro is an exhibiting sponsor and will be on-site to meet with prospective clients as well as introduce our platform and services.

What’s going on? We’ve come a long way from SMS promotions. From loyalty apps to geofencing and beacons, there are more and more ways to reach consumers through mobile marketing. But which tactics work best for which customers, and why? What technologies can we expect to see in the coming years and how can we use them for business? Mobile Monday looks to help marketers answers these questions and more. Director of Mobile, Noor Naseer, will be speaking on a panel about mobile marketing – what’s working today and what’s on the horizon for this rapidly changing channel.

Who’s going? April Weeks, Dave Karabag, Heather Robertson, Jun Wang, Ken Farber, Leah Holzman, Martin Crawford, Matt Sauls, Noor Naseer, Rebecca Boyan, Nathan Gawel

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 the third stop on our programmatic journey. At this show, Matt Sauls will present on the essentials of programmatic advertising, with April Weeks leading the panel discussion.

What’s going on? The 2015 Argyle CMO Leadership Forum Spring Event takes place in San Francisco and brings together leading CMOs and marketing leaders from a variety of industry verticals to discuss best-practices and innovative marketing strategies... Centro is sponsoring this year’s event and CMO, Kelly Wenzel, is a panelist on the ‘Catering to the Multi-Touchpoint Customer’ discussion.

What’s going on? This is AWNY’s third installment of UP Business Communications Continuing Series, “Gaining Ground”. There’s a huge difference between owning your accomplishments and overly tooting your own horn. In today's marketplace it's essential to celebrate your accomplishments and explain your growth through compelling storytelling. This interactive session trains women on how to broadcast your wins without bragging in circumstances ranging from cocktail parties to job interviews.

Who’s going? Josh Lawson, Martin Crawford, April Weeks, Jun Wang, Lyndsey Barfield, Dayna Schram, Noor Naseer, Heather Robertson

Who’s going? Katy Donaldson, Shawn Riegsecker, Scott Neslund, Martin Betoni, Michael Bruns, Michael Radovancevich, Kyle McCluskey, Chris Stump, Brian Stanish, Amanda Nagode, Stefanie Mahan, Julie Axelrad

What’s going on? The Moxie Awards gathers Chicago's most innovative digital entrepreneurs for an evening of celebration. Join us as we recognize outstanding individuals and companies, including headline awards for Best New Startup, Breakthrough Digital Company of the Year, Best Company Culture and CEO of the Year. This year, Centro is up for Best Software Company, Best Company Culture, and CEO of the Year for Shawn Riegsecker.

What’s going on? Interactive Day San Diego began in 2004 as an interactive luncheon and has quickly grown to become one of the West Coast’s premier one-day digital marketing and ad technology events. Brought to you by SDX, this annual conference delivers the latest industry trends and best practices while showcasing top digital marketing thought leaders and technology innovators. Attendees gain access to exceptional networking opportunities with like-minded marketing and technology professionals from around the nation. This year, the main topics are analytics and data management, digital advertising and SEO, design and development, social media and content marketing, as well as technology and trends. Centro is an exhibit sponsor, and Matt Sauls will be presenting on RTB fundamentals.

A local Texas public university was on a mission to increase the preference of its law school against other schools in key in-state markets. The client’s plan of attack was to drive users to its website in order to get them to sign-up for more information or to start an online application to its law school. In order to do so, the client wanted to reach junior and senior level undergraduate students, as well as recent graduates. In addition, the client also desired to target individuals between the ages of 28 to 35 who were employed full-time. To measure success, the client chose to use CTR as its KPI. To measure its overall success, the university evaluated the campaign based on the most efficient CPA for both information requests and submitted applications to the law program.

To help the university generate the desired interest in its law school program, Centro recommended an engagement strategy that included a combination of local and business endemic high-impact placements to drive awareness. This included audience targeting tactics in the form of real-time inventory purchases as well as location targeting. To better reach individuals actively seeking information on law schools in the region, Centro activated a paid search strategy focused on keywords relevant to the client. For the five month campaign, Centro built a reporting and optimization schedule focused on the client’s website CTR and CPA metrics.

The client was thrilled with the results. Both the digital display and search portions of the campaign drove a CPA under $100, producing 534 conversions, indicating significant interest and preference for the law school. Additionally, the campaign concluded with a CTR that was double the standard measurement for the education industry. It was a digital A+!

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.

Welcome back to a new addition of our Feet on the Street series. As usual, we have big things in store for you this week. Centro is kicking off the week with the first leg of our month-long 3T Programmatic tour! We’re coming to a U.S. city near you – this week we will be in St. Louis and Kansas City. So if you want to get the latest tips, trends and techniques in programmatic, stop on by if you’re in the area! For additional details on where we will be next or if you would like to set up a meeting or demo of Centro DSP, email us at [email protected]. We’d love to chat!

Who’s going? Jun Wang, Mallory Beck, Ian MacDonald, Jack Whisler, Kelly Wietuchter, Laura Perritte, Noor Naseer, Ryan Manchee, Tom Burg, Doug Thomas, Stacey Subject

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 the first stop on our month-long programmatic roadshow!

What’s going on? Since 2008, the IRCE has been the world’s largest e-commerce education conference. The conference brings together trailblazers in e-commerce to share their expertise and perspectives with other industry leaders from all around the world. This diverse group of 200+ experts represents all areas of the industry, ensuring the agenda at IRCE has wide appeal. The editors at Internet Retailer magazine hand select each topic and speaker to confirm the sessions presented at IRCE are unbiased and timely to the challenges your business faces.

Who’s going? Jun Wang, Matt Sauls, Bob Bernstein, Charlie Irwin, Heather Robertson, Ian MacDonald, Kristy Kincaid, Laura Perritte, Ryan Manchee, Raechel White, Doug Thomas

What’s going on? Kansas City, MO is the site of our second stop on our programmatic adventure! We’ll open with Programmatic Essentials, where we’ll tackle the intricacies of programmatic, the latest advancements in this technology, and the opportunities it presents for planning and buying efficiently. Following the presentation, our Programmatic in Action panel will dive deeper into the individual channel advancements prompted by programmatic. We’ll also discuss how you can execute your highest-performing channel placements faster and more accurately – all with more room for optimization.

Who’s going? Michael Thill, Mike Olson, Christian Gonzalez, Ben Sarmiento, Jessica Hilgers, Ashley McBrearty, Amy Belton, Steven Torices, Roberta Thomas, Denise Cobian

What’s going on? An annual awards show, the event celebrates the work, people, and agencies in Los Angeles. There are a host of campaign and partner awards, as well as multiple individual awards. Centro is partnering up with Collective to host a hospitality suite at the after party for our clients and friends.

"Look at almost any RFP and you will probably see opportunities for hyperlocal targeting or location based audience targeting. Simple hyperlocal strategies often have no extra fee and can be surprisingly cost-effective due to precise targeting. With some creativity and honing of geo-spatial thoughtfulness, hyperlocal targeting will become second nature for media planning."

After a fantastic Memorial Day weekend, it’s safe to say that summer is almost here –and our Centrons are working with an extra pep in their step because of it. Speaking of peppy employees, we’ve got a new edition of Working at Centro: A Day in the Life, featuring another one of our happy Centrons.

In these brief accounts, we’ll introduce you to a variety of job titles as well as the amazing people who hold these positions. From account supervisors to media planners, event coordinators and more, we’ll offer a behind-the-scenes look at what it’s really like to work at Centro.

This month, we’d like you to meet one of our supervisors of account management, Jared Rosenbloom.

What is your current role at Centro? Give us a snapshot of what this role entails.

I am a supervisor on the account management team! I have managed a wonderful team on the east coast for the past two years, but just moved back to my roots in the Midwest in order to work closely on a client direct relationship.

Centro has some legitimate industry street cred! I always knew about Centro, and had the company on my radar while I was on the advertising agency side. With the account management team at Centro growing at a rapid pace, the need for supervisors became crucial. In addition, it was the perfect fit and time for me to take the step over to a completely different side of advertising.

Centro offers a wide spectrum of perks and benefits. Which one is your favorite/what have you found to be the most useful perk?

That is a tough one, as we offer so many great things! If it came down to two, I’d say that the daily fresh fruit delivery and our three week paid sabbatical are definitely my favorite. One reason is because I try to stay healthy and that is easy to do when you have fruit every day. And the sabbatical? Well, who wouldn’t want an additional three week vacation?

What is your favorite hobby outside of work? How has Centro encouraged you to pursue your goals outside of the office?

I love to ride my bike. Actually, through the Dream Empowerment Program here at Centro, I was able to not only discuss my desire to compete in a long-distance bike race, but I was encouraged to plan my training regimen to fully prepare for the race. Now I can cross that off my bucket list!

Well, I enjoy chocolate almond milk. I think it would be really cool to have some fountains dispensing chocolate almond milk around the office.

If you were trying to convince someone to work in your group at Centro, what would say to them?

For me, Centro is like one big, happy family. Not only are you taken care of in terms of benefits, but everyone at the company genuinely cares about one another. Being a part of such a tight-knit group of people is something that is so infrequent in the workplace. At Centro, you get that every day.

I was an Apple brand ambassador for what seemed like forever and just recently switched to Android. Why do I feel like I betrayed somebody?

In the first wave of mobile computing, marketers did little to optimize their websites for smartphone browsers. But in the early days, most consumer activities on smartphones were oriented towards games and messaging, so these categories drove early action on mobile apps. Mobile apps offer clear advantages in terms of interactive functionality, improved user experience, and access to customer data (i.e. location). As smartphone and tablet adoption exploded, we saw a corresponding increase in the number and variety of apps available.

As a result, the conventional wisdom is that the mobile web is not widely used and that apps are now the only game in town. This isn’t true and here’s why.

According to Nielsen, 89% of mobile usage now occurs inside apps. However, if we look more closely, we would discover that most of that 89% is not relevant to marketers. That’s because it mostly represents usage of apps for email, subscription services, texting and social media, where there is often little to no advertising, or where it may have relatively less impact.

Centro tracks more than 23 billion impressions daily across more than 90,000 mobile apps and Web sites. Our data shows that the mobile Web still represents 84% of total mobile sites and almost 55% of total mobile impressions, while mobile apps only account for 45% of impressions and 16% of mobile ad sites.

What we are seeing now is a complex scenario: on the one hand, increasing activity in mobile apps, and on the other hand, mobile websites continuing to steal share from traditional desktop sites. So the questions that remains is, “Mobile apps or the mobile web?” Well, the logical answer is “Both.”

You’re wandering around in a strange city looking for a good place to eat, drink, have coffee and/or be entertained. You consult Yelp on your smartphone and click thru to several websites; all of which are relevant to you, with some in proximity to the street corner where you are standing.

Along the way you may see ads that inform or inspire you to direct your feet in unexpected directions. Chances are good that you’re seeing those ads on mobile optimized sites. Occasionally, a site may ask if you want to download a mobile app. Remember, you’re standing on a street corner. You may or may not want to stand there and wait for that app to load.

Mobile apps are great places to advertise, but the mobile Web is alive and well. The moral of the story is simple: when planning your mobile ad campaigns, don’t forget the mobile Web.

Growth in Video Advertising
Video consumption is at an all-time high and, due to developments in device and app capabilities, mobile video presents a huge marketing opportunity to advertisers. Some tips for capitalizing on mobile brand presence include tapping into the consumer experience to create unique content, and providing that content in an interactive format. Check out the full article!

Growing SMB Digital Business
A recent eMarketer article touched on the biggest digital marketing needs of small and medium-sized businesses (SMBs). Most SMBs in the U.S. cited a lack of time, knowledge, and advertising budgets as their largest hurdles toward creating a digital strategy. How can you help? Small and medium-sized businesses look for an understanding of their organizational needs, delivery on commitments, post-sale support, and depth of content in regards to support. Get additional insights.

Auto Ad Spending Races Ahead
After the retail industry, the automotive industry is the second-largest digital ad spender in the U.S. in 2015, accounting for over 12.5% of total digital ad spend. A new eMarketer report predicts that the industry will spend $7.3 billion on digital in 2015, with that figure rising to just over $12 billion by 2019. eMarketer found that roughly 60% of those auto dollars are spent on direct response campaigns, leaving room for marketers to capture more branding budgets in the future. Learn more here!

We are very excited to spotlight Dispatch Media Group this month! The organization has been working with Centro since 2011 as a full-service market. Over the past few years, Dispatch Media Group has remained a top ten partner and continues to dominate the digital marketplace. By selling a variety of display, mobile, video, and search, Dispatch Media Group is providing its advertisers with an effective plan based on specific needs.

In March, the organization began running digital extension campaigns in-house when it started working with our self-serve platform, Centro DSP. Dispatch Media Group hit the ground running and is quickly becoming an expert within the platform. The company understands the benefits to programmatic selling and is excited to see what the future has in store as it continues booking campaigns and working in Centro DSP. With a strong sales force, internal buyers, and a hardworking ad operations team, we know we will witness continued success from the Dispatch Media Group.

There’s a reason why small to mid-sized agencies are grappling with programmatic; it’s not “the great equalizer” it was thought to be. Because of their size, bigger agencies are still being afforded certain advantages in the programmatic realm.

For one, publishers are starting to cut private deals with preferred partners, effectively negating the early programmatic promise of all agencies being able to buy inventory from the same pool. With private deals, power and budgets are still predominant factors. Also, programmatic talent is hard to come by and that’s especially the case for smaller to mid-sized agencies. Larger agencies can afford to hire many people and train them. Smaller agencies have to hire more strategically.

Bigger agencies can also afford to bring more resources and expertise in-house. As a result, the vendors that small agencies would normally deal with are disappearing.

5 Principles for Making Programmatic Creative Work

Bringing digital advertising out of its adolescence requires realizing the full potential of programmatic through tech-enabled creativity. It’s about making digital advertising data-driven and dynamic. To reach that maturation, five principles must be mastered.

Lead with great content. Strong content starts with innovative ideas and those ideas get people to believe. Data and tech can empower great ideas. Build ad systems — creative assets that work together across multiple screens and feeds — not campaigns. Use programmatic to make responsive and dynamic creative that’s scaled across screens. Use technology, automation and data to its full potential to create the ads of tomorrow.

Finally, rinse and repeat. Experimentation will be what helps you serve the right ad to the right person at the right time.

Programmatic TV Following its Own Path

Programmatic TV is starting mature and it looks like it’s finding its own path.

New data indicates that unlike what happened with RTB and digital display ads, programmatic tech in TV is being used more to target premium placements. For example, more than a quarter of the programmatic TV ads bought on TubeMogul’s platform between March 27 and April 5 were placed in primetime, from 8 p.m. to 11 p.m. Another example is when ESPN sold its first ad for “Sportscenter” programmatically. It ran at a time that was rated the highest for men 18-24 years old in 2014.

As MediaPost’s Tyler Loechner said, this is by no means a definitive indication of what to expect from programmatic TV when it finally finds its footing, but it does provide a tantalizing glimpse into what the future might hold.

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