Last week was a marathon of programmatic immersion: from AdExchanger’s Programmatic Essentials workshop to their Programmatic I/O conference. Both events were held in downtown San Francisco, where the programmatic community unites every year.

AdExchanger’s Programmatic I/O is a highly respected conference for ad tech insiders and it continues to grow every year, especially as programmatic media buying continues to achieve mainstream acceptance. With respect to the conference content, there were patterns and themes in the subject matter – such as the interplay of challenge and opportunity – that are worth highlighting:

1. Control and transparency are finally getting props as a major programmatic advertising benefit. According to AdExchanger’s State of Programmatic report from 2014, marketers cited “ROI” and “audience targeting” as the main benefits of programmatic.  This year, things have changed. Today the top benefits of programmatic are “control” and “transparency”. Transparency is meant in the broadest sense: pricing transparency, inventory transparency, value-chain participation, how the agency is making money, whether the agency is using any third parties or not, and so on. The unprecedented control that programmatic offers has empowered marketers. That power has, in turn, spurred many questions, driving the inevitable march towards complete transparency.

2. The number one challenge that our industry faces is “too much complexity,” according to AdExchanger Research. Many industry leaders at the event not only agreed, but also amplified this sentiment. One went so far as to say that complexity is inherent in ad tech and it will only get worse. Agencies don’t seem to mind though: Jonathan Nelson from Omnicom believes that "complexity is our friend as an agency” and that “it's our job to make sense of it." In his view, it’s the job of the agency to “ride the innovation curve” by working with a broad array of vendors, finding those who are best of breed, and normalizing everything in the service of its clients.

3. The consumption of context across multiple devices is exploding, but we haven’t caught up. According to Sean Downey from Google, there has been a 500% increase in multi-screen consumption and 90% of customers move sequentially between devices. This presents an incredible opportunity, but at the same time a massive challenge. Marketers and ad tech vendors are now tasked with measuring everything in a standardized way, creating a single view of the customer, and trying to make sense of attribution in an increasingly complex ecosystem and customer journey. Two things are for certain: (1) no silver bullets exist today, and (2) lots of people are trying to tackle this challenge.

4. Data, measurement and attribution are described as “brutal and horrible and hard”. When it comes to measurement and attribution, Scott Ferber of Videology believes that “we don’t have to have perfect vision” - kind of like that saying about the one-eyed man in the land of the blind. Many of those on stage agreed that even marginal improvements in our attribution models could yield significant returns, but that creating good attribution models involves a ton of hard work. Rudy Grahn from ZenithOptimedia described the do-it-yourself process as “brutal and horrible and hard.” To which, many people chuckled (in a tragicomic sort of way). There is simply no one-size-fits-all data management solution at the moment. Some speakers believe there will never be a common measurement model or yardstick that is ideal for everyone. Ultimately, or so the thinking goes, what P&G views as success, for example, is very different from what GM views as success, which makes it hard to share generalized prescriptions. That’s probably why Cathleen Ryan from Intuit shared overarching principles around implementing an in-house DMP solution, as opposed to the details behind Intuit’s specific setup. Ryan also reminded everyone that “first party data is gold” and that it’s your most valuable asset.

5. Programmatic TV is incredibly nascent and unpredictable at this point. According to Joanna O’Connell from AdExchanger, the traditional TV space is very different from digital and programmatic advertising. There is massive entrenchment in traditional TV processes, systems, and measurement. And now, programmatic advertising is once again disrupting and competing in a mature and inefficient space, but with a high degree of uniqueness. Yet again, with great challenge comes great opportunity. According to Dan Salmon from BMO Capital Markets, video is the most effective medium for brainwashing and propaganda, and, therefore, the amount of video advertising dollars will only continue to grow. Furthermore, Salmon believes that the “TV vs. Internet” debate is a false choice: at the end of the day, it’s all about looking at ad spend by format. Then, there is the question of whether we will see the “retrofitting” of programmatic technology into traditional TV systems first, or whether traditional TV content will migrate to digital platforms before that ever happens. I would bet on the latter. Needless to say, at this point, maturity in programmatic TV is still many years away, but it will be interesting to see it blossom.

There were many more insightful topics from the conference – including fraud, viewability, and native mobile – but for the sake of brevity, we must save those for another time. It’s always valuable to learn from other folks who speak the same language – the language of acronyms and buzzwords, a dialect only insiders can decipher. If you belong to the programmatic community and want to connect with over 700 other members of the programmatic tribe, then this event is for you. Click here for more on AdExchanger’s Programmatic I/O conference.

 

Learn more about the programmatic advertising opportunity with Centro, here.

As the old saying goes, April showers bring May flowers. Well you better get your umbrella for this hefty shower… of content that is! Here is a fresh edition of Working at Centro: A Day in the Life.

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.

Today, we are introducing you to Stacey Subject, a programmatic strategist on our real-time bidding (RTB) team. Take a look at how Stacey learned of Centro, why she loves working here, and how she tries to make the company an even better place to work on a daily basis.

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

I am a programmatic specialist with the RTB team. My primary responsibilities include providing internal and external education, sales support and thought leadership in the programmatic space in an effort to accelerate the adoption of programmatic and to help drive sales for our Centro audience buying group and our Centro Brand Exchange. I conduct regular education sessions with internal folks – account leads and media strategists mostly – as well as go on educational roadshows to agencies.

What interested you in Centro and your particular position?

I’ve worked at Centro for over three years but what originally attracted me to the company was the opportunity to work on building a new product offering, the Centro Brand Exchange, and to work at such a distinguished and culturally progressive company. I was attracted to my current role because it gave me the ability to work with many different people in varied departments and disciplines within the ad tech space. Additionally, the position allowed me to use my previously gained operational skills to apply them to programmatic strategy.

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

I think our vacation days are the envy of most of my friends! I feel that they definitely help keep us balanced, especially with how hard we work. The snacks are probably the most useful perk though!

What did you do on your ‘Change the World’ day?

I volunteered at an urban garden, hauling mulch around, composting and playing with worms!

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

I honestly can’t name just one favorite hobby. I have many interests, but something that Centro has really reminded me of through the leadership program is how much I love to read and learn. I feel like I have picked up and read more books in the past year than I have since college.

If you could add one new thing to the office, what would it be?

The desire to add a “nap room” has always been on the top of my mind but might require some monitoring. I would settle for an in-house barista that delivered afternoon coffee orders.

If you were trying to convince someone to work in your group at Centro, what would say to them? Programmatic is the future! My Dad always said the way to career longevity and job security was to master something that no one else understood.

Twitter or Facebook?

Instagram

Apple or Android?

Apple

Coffee or Tea?

Coffee

Gryffindor or Slytherin?

Gryffindor, but I read the first book ages ago!

 

 

What’s one thing that’s certain in life? Paying taxes. However, the way we pay our taxes is changing – and has been for some time now. In fact, according to Accenture Global, on average, 85% of customers are interested in using an online tax account. This means that, once again, consumers are turning to digital outlets for help. At every step of the taxpaying path, consumers’ desire for digital is high:

• 81% would consider using a Virtual Digital Assistant to enhance self-service
• 64% of taxpayers desired a tailored website, helping them to find the information they require
• 62% of taxpayers want a live online-chat service to assist them outside business hours

With tax day just around the corner, take a look at this infographic to see what’s trending and who’s spending. And keep this in mind for next year’s media plans.

Republished from the SiteScout blog.

According to the IAB’s recently released 2015 “Marketer Perceptions of Mobile Advertising” report, most marketers are keen on mobile programmatic, but only a few have actually bought mobile ads programmatically.

The report revealed that 67 percent of the 200 marketing executives polled think mobile programmatic is important, while 41 percent believe it will help them reach a specific audience, But only 27 percent have bought mobile ads programmatically. One theory to explain the disparity is that there are only a few automated ad formats available, with banner ads being most predominant. Marketers need more mobile options.

The report went on to show that 65 percent of marketers are putting more money into mobile now than in 2012, and that nine percent of marketers have increased their mobile budgets more than 50 percent over the past two years.

Read More from Adweek…

Mobile, video, and real-time bidding drive growth in programmatic

Programmatic ad-buying tools are driving an increase in the number of digital ads being sold through programmatic platforms, says new in-depth research from BI Intelligence. That’s particularly the case for ads sold via real-time bidding, especially mobile and video RTB advertising, which will help drive total programmatic ad revenue in the U.S. to approximately $15 billion in 2015.

The research, which is an update on BI Intelligence’s June 2014 programmatic report, found that the U.S. digital ad market will reach a programmatic milestone this year, with programmatic transactions accounting for a majority of of non-search digital-ad spend at 52 percent.

The research also revealed that programmatic advertising spending is growing at about 20 percent annually,and real-time bidding spending is growing faster than programmatic overall. The report found that programmatic expertise is increasingly diffusing through the agency and brand ecosystem, and advertisers and publishers are quickly adopting programmatic buying and selling tools.

Read more from Business Insider…

 

Kellogg’s spoon-feeds its secret recipe for programmatic prowess

Kellogg’s, known for its programmatic prowess, provides a strong model for brands looking to make the most out of the space. The breakfast-foods powerhouse uses a variety of platforms, from open exchanges, to private exchanges, to RTB. So far, it’s achieved much success, experiencing a significant performance improvement, with a 24 percent year-on-year increase in targeting efficiencies.

Kellogg’s believes that automation leads to ad efficacy rather than efficiency. Its programmatic approach is anchored in the notion that transparency and metrics are crucial components of a successful programmatic strategy. The brand has built an in-house programmatic team. With that expertise at hand, it’s begun moving into the more challenging realm of programmatic video after four years as a display mainstay, addressing challenges such as inflated video CPMs and pressure for videos to be viewable and appear on premium sites. Kellogg’s is beginning to see video as a brand-building opportunity.

Read more from the Drum

Imagine your target consumer waiting in line at checkout, reading the news on their phone with one hand, holding your competitor’s product in another. If you could shout at them right there – in line – and tell them that they are about to buy the wrong product and offer a deal on yours, would you?

Of course you would. And thanks to that phone in their hand, you can. The combination of hyperlocal targeting and programmatic scale is widening the possibilities of mobile advertising. In fact, it’s giving you precise and potentially profitable access to your customers in a way never before possible. If you’re ready for a game-changer, listen up.

Programmatic advertising on mobile is exploding and it’s time to dial-in.

According to analyst estimates, by 2019, mobile display ads will account for nearly 40% of all digital display ads. With the help of programmatic, marketers are capitalizing on this growth and spending their ad dollars (nearly $15 billion) in the exact moments that matter.

Join Centro mobile expert Noor Naseer on Wednesday, April 15^th at 12:00 PM CST for a webinar that will demonstrate how you can efficiently and effectively reach the right audience on any mobile device, application and/or site, no matter where they’re located. She’ll cover the latest advancements in mobile consumption and ad spend, as well as opportunities evolving from programmatic technology. Get the scoop on how to leverage hyper-local efforts in tandem with programmatic to build relationships with mobile consumers and drive business results. So whether you’re just getting started in the space or looking to extend your current programmatic play, this this hour you’ll learn how to make programmatic on mobile smart investment.

In case you missed, check out the recording below!

Brought to you by the experts at Centro.

After what seems like ages, the warm spring weather has finally arrived. The birds are chirping, the bees are buzzing and everyone is pulling out their chino shorts and wayfarers! We are feeling adventurous this week and hope you are too. So why not join us for some awesome digital media events? If you’d like additional details on where we will be or would like to set up a meeting, email us at [email protected]. We’d love to chat!

 

What: Forrester's Forum For Marketing Leaders - 4/14 – 4/15

Who’s going? Kelly Wenzel

Where: New York, NY

What’s going on? Forrester’s forum educates attending marketers on how to build and lead the next generation of marketing organizations. Part of the discussions will focus on how marketers can more effectively drive the proper messaging to their customers to help their organizations grow.

 

What: AdAge Digital Conference - 4/14

Who’s Going? Leah Holzman, Jason Danahy

Where: New York, NY

What’s going on? The AdAge Digital Conference brings together 500 CMS, agency leaders, and media executives to discuss a single goal: pushing the art and science of advertising into the future!

 

What: WEBINAR - Essential Tips for Programmatic Advertising on Mobile - 4/15

Who's going: Everyone is welcome. Please register via the link above (or below)!

Where: A desktop near you

What's going on?: Our director of mobile, Noor Naseer, is speaking during this webinar on mobile advertising and how programmatic and hyperlocal targeting are essential to scaling your mobile ad strategy. You don't want to miss out on this one! Register here.

 

What: Programmatic IO – 4/16

Who’s going? Dan Raffe, Kristin Haarlow, Ratko Vidakovic, James Koesigneker, Garrett McClure, Jessica Baum

Where: San Francisco, CA

What’s going on? At the world’s largest conference focused entirely on programmatic media and marketing, hundreds of marketing executive thought leaders representing top brands, media agencies, publishers, and technology providers come together to explore the new global anatomy of digital marketing.

 

What: 4^th Annual Centro Beer Pong Madness

Who’s going? East Sales Team

Where: New York, NY

What’s going on? Our 4^th Annual Centro Beer Pong Madness Tournament will be this Thursday and our East Sales team is bringing along some of its clients. Last year, over 130 people participated –this year, we are looking to top it!

We hope to see you around this week. But if we don’t, make it a great one!

The Challenge

Recently, a small private college decided that its current digital media strategy wasn't making the grade. The school was looking for a new digital partner with a fresh perspective — one who could offer a wider variety of digital execution choices that would improve overall business.

The college turned to Centro for help achieving a few key (yet very aggressive) goals:

• Increase application pipeline to1,000+
• Reduce cost per application to $140
• Accelerate online enrollment rate to over 20%

Why Centro?

Choosing a digital partner can be a lot like choosing a college. Finding the right fit is absolutely critical to success. Ultimately, it was our 13+ years of experience helping education clients leverage digital advertising that won us the partnership.

Centro digital experts got right to work building a plan and managing placements of a custom suite of performance proven properties. To meet the client’s KPIs, we utilized site-direct placements to reach the target in unique environments as well as audience buying tactics such as look-a-like modeling and re-targeting to reengage the audience and drive conversions.

Achieving Excellence

The campaign saw results that far exceeded the original goals. With a dedicated team continuously making real-time optimizations, in three short months the client experienced:

• A 67% increase in site traffic, driving performance that exceeded all revenue and re-enrollment goals
• 7X the expected application pipeline, resulting in 1,300+ completed applications
• A cost per application decrease to $90, saving the college 36% per college applicant
• A 42% increase in total enrollment for the spring session, 2x the initial goal

As a result of these wins, the college continues to use Centro to shift traditional media budgets to digital.

No matter what sector our clients are in, we approach the buying process holistically, using a blend of historical performance data and various buying methodologies. It’s what makes Centro different from the rest. And it’s a philosophy we stand firmly behind.

Stay tuned for more case study updates. We have a lot more Centro In Action stories on the way!

For the fifth consecutive year, we’ve made the Crain’s Best Places to Work in Chicago List. After four years at No. 1, we pulled in at the No. 2 spot. Great benefits, profit sharing, and career development are just some of the factors that led to our ranking, but truthfully these perks only begin to illustrate how committed we are to creating long-term happiness in a fast-growing workplace.

Ultimately, the benefits and push for growth are all for naught without our greatest asset: the employees and awards like this rest squarely on the shoulders of our amazing team. Each of our employees come to work, day in and day out, to lead the company towards a brighter future, all while delivering a level of service that is recognized by many.

A big ‘thank you’ to Centrons near and far. With your hard work, idealism, and dedication, our success is limitless.

Head over to the Crain’s Chicago list to learn more about the rankings.

For more on our other awards and accolades, head over to our press section.