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Driving a sporty or luxury car is a dream for many. With throaty engines and soft leather seats, cars can be a symbol of success. But what is a high performance car without good tires to keep it on the road? The same goes for digital advertising. Without good consumer traction, even the best campaigns can fall to the wayside. That’s precisely what plagued our latest client, a national luxury automaker.

This automaker wanted to gain more attention from consumers looking to own a luxury car. In order to do this, it needed to drive traffic back to its website in an effort to improve two key metrics: ‘interest’ and ‘consideration.’ Both were pre-defined based on its potential customer’s website activity. But the company had a dilemma. They needed to find a partner who could outperform its previous campaign benchmarks. As a final challenge, the client wanted to see quick results, with a campaign runtime of just four weeks.

The client called on Centro for its expertise and famous turnaround times in order to get the campaign out of the pit. With the limited run time of the campaign, advanced audience targeting and real-time optimization controls were an absolute must. In addition, it was imperative that Centro comprehensively cover the entire consumer sales funnel.

The Centro team tapped into its audience buying solution where it used specific behavioral targeting tactics to reach consumers ages 25 to 54 who also have a household income of $100K+. In addition, the plan included tactics to re-target consumers who had visited the client’s landing page. To cap it off, the Centro team instituted contextual targeting to ensure that ads would run within content that was relevant.

Centro’s audience buying solution exceeded the client’s requirements. Over the course of the campaign, the client witnessed a 50% higher ‘interest’ conversion and a 20% higher ‘consideration’ conversion.

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.

To get started, first you need to find a demand-side platform with substantial inventory. Develop a thorough understanding of your target market. Make sure to disseminate that knowledge throughout your organization. Find partners with feasible costs of service. Next, build specific audiences to target. Then, optimize strategically, and there are a number of ways to do that, including testing ad frequency, segmenting audiences into finer demographic sets, testing different site placements, and testing the time of day.

Major Canadian Media Outlets Join Automated Digital Ad Group

The number of large Canadian media companies that are a part of the Canadian Premium Audience Index (CPAX) recently grew by four. Postmedia Network Canada, Yellow Pages Ltd, Halifax-based newspaper The Chronicle Herald and DHX Television have joined CPAX, with the intention of making sure more people see the ads placed on their respective websites.

CPAX came about as a result of the rise of real-time bidding, writes Globe & Mail’s Susan Krashinsky. It makes ad inventory on its members’ webpages available for purchase programmatically, restricting access to a limited number of agencies, buy-side platforms and other intermediaries in order to ensure transparency. CPAX also intends to provide a measure for ad viewability, which is currently a predominant industry concern.

Programmatic Adds a New Level of Mobile Personalisation

Sony Mobile is using wearable tech as its key for unlocking the performance potential of programmatic advertising. While wearable tech is still a fledgling advertising channel, the company believes that it will help to adjust programmatic to the ins-and-outs of the mobile space.

In an interview with The Drum, Nick Buckley, head of digital media and mobile marketing at Sony Mobile, said it was risky to ignore programmatic and the impact it will have on how the company trades and operates in the mobile ad space. He added that he’s looking forward to leveraging programmatic to deliver more relevant creative based on a user’s experience, and how they engage with the brand.

Buckley also noted that the opportunity to personalize content based on the different types of user journey (and touch points associated with the brand) is “huge.”

Read More from The Drum …

That’s it for this week’s RTB Zeigeist. To subscribe to #RTBZeitgeist, click here.

Learn more about Display Advertising with Centro.

Here at Centro, we believe that we can make the world a better place. Whether that means pouring frigid ice buckets over our heads or hosting late night fundraising events – we have the ability and responsibility to change lives for the better.

From that core belief, the Centro Giving Tree stemmed roots. This philanthropic program encourages employees to commit their fundraising time and efforts to various associations and organizations, with the help of regional liaisons and the backing of a potential Centro match offering. Chief Executive Officer, Shawn Riegsecker, believes that the program is an opportunity for people at the company to really get involved and collaborate with one another outside of just the work they do on an everyday basis, as noted in this newly released Giving Tree recap video.

But it’s not just Centro who believes in the power of giving. Today, executives are developing value-driven programs to help nurture their philanthropic efforts. In fact, a 2013 report on corporate giving and employee engagement revealed that more than 80 percent of companies say their business is committed to a giving or volunteering program.

Furthermore, when employees work together on a project that is not just about a deadline, they develop greater compatibility and are more likely to meet those future deadlines without conflict or concern, thus fostering company-wide success. Riegsecker agrees. “We really need to keep focus on making sure that the time we spend in our lives is dedicated to others outside of just ourselves and helping the world around us. And I think if we do that, we’re not only going to have a really successful organization internally, but also a successful company overall.”

To learn more about how Centro helped the Giving Tree grow in 2014, check out this recap here.

What’s better than one week filled with events? Try two! This week we are giving you a double dose of event action. We are always striving to bring you the best and brightest in digital advertising and part of that includes attending some pretty spectacular events. Check out our schedule below to see where we are heading to over the next two weeks. 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’s going on? This event helps teach advertisers and marketers how to use data and insights to drive action. In addition, the industry’s top analytical minds from Google, AOL, and Proctor and Gamble will be there to connect and share their experiences with attendees.

Who’s Going? Kaitlyn Pearsall, John Hyland, Katie Risch, Ryan Adams, Rafael Pocasangre

What’s going on? Borrell features 500 local online media executives to discuss the future of local, digital’s impact on advertising, audience extension, and retargeting.

What’s going on? R4 is Remax’s internal conference held in Las Vegas. This year, Centro is joining the event as a title sponsor. Adam Herman will be presenting on the state of digital advertising as it pertains to real estate.

What’s going on? The ANA Media Leadership conference brings together the leaders of the media industry to share insights on the newest ways of reaching today’s consumers and on methods of optimizing media spend to build your brand and drive sales.

What’s going on? The big topic of the Street Fight Summit in Denver is data. Key insights will include what is presently happening with data and how it will arise to impact your business in the coming years.

What’s going on? Centro is bringing a coffee truck over to Saatchi LA for some delicious breakfast bites and coffee.

What’s going on? As Canada’s largest digital advertising, marketing, and retail tradeshow, Dx3 brings together agencies, brands, publishers and retailers for two days of networking and education. This year, Centro is a national sponsor with three demo stations on-site.

What’s going on? The San Diego team is hosting a private spin class for some clients at The Rush Studio.

What’s going on? SXSW Interactive is the incubator of cutting-edge technology and digital creativity. Packed with five days of compelling presentations and panels from the brightest minds in emerging technologies, SXSW Interactive brings together industry leaders for scores of exciting networking events and unbeatable special programs showcasing the best new websites, video games, and start-ups.

“Our happiness is determined by the amount of personal investment made in our own growth.” - Centro Manifesto

Guided by our core principles, Centro invests in opportunities for employees to learn and grow. Particularly passionate about this is Kelly Wenzel, Centro CMO, and the only female leader in Centro’s C-level of executives. Kelly has lead the creation of a women’s mentoring group within Centro’s walls, and is actively involved in WomenAdvancing (formerly WIMMI), a women’s networking and mentorship group that was founded in 2011. On a snowy February evening, Centro recently hosted the Chicago chapter of Women Advancing for a fireside chat on the importance of mentorship for women in the workplace.

The event opened as any proper event should – with delicious wine and cheese. After a half hour of mingling, Kelly took the floor to introduce Colleen Whitney and Trish Chuipek, both senior- level women at the media agency, OMD Chicago, and speakers for the evening’s panel chat. What followed was a warm discussion around mentorship and leadership, with plenty of points worth sharing.

The best approach to mentorship is to treat it like you would any relationship, and keep it perpetuating. You might need many mentors, and you might frequently need new ones, but it’s important to understand what your end goal is and figure out what you need before you can find people who can help you. Is it a difficult relationship at work? Maybe it’s advice on being a mom, or a personal challenge you’re facing. When you identify it, the next step is to make an introduction. Don’t be afraid to reach out and ask for help. “The trap that we fall into is asking,” Colleen reminded us. But don’t forget to invest in your mentor, too. “In my world, this is known as Colleen’s office hours, but many people don’t invest in the relationship with me. It’s about a two-way investment,” explained Colleen. Remember to take the time for your mentor as well, and pay it forward. Senior or novice, we all have an opportunity for mentorship. “Everyone has something to learn and everyone has something to teach.”

Trish urged our attendees to keep a broader picture in-mind while navigating their careers. We are often told to be bold, brave, and courageous, but Trish reminds us to be thoughtful without being calculating. “Take risks, but don’t be careless,” she noted. Unearth what you are best at, and think about what you want to improve. “The broad skills you develop will transcend your role. And don’t forget to develop a craft,” said Trish. Women should be encouraged to invest in what they’re doing so they can speak intelligently and deeply about their specialties. Mentorship can play a role in developing a craft, but women must also remember not to get lost in the advice. “We want to pull (knowledge) from others, but don’t forget yourself. Remember your core things. Take what you learn and see how you best fit it, because you’re selling yourself and who YOU are.”

Attendees wanted to know: how do I make my point when I’m the only woman at the table and I’m being talked over? The best piece of advice: comfortable confidence. Trish urged attendees to be amazing at the job that they do and to pick their battles with confidence. “Don’t be ballsy for the sake of being ballsy,” but be confident and comfortable in the points that you’re making. Be persistent, and get buy-in before the meeting. Take your idea to one person, someone who knows your work and respects you, and get them on your side. Then, ask them to help share your idea. It might not work out, but that person will always respect you for voicing your concerns. Also, Kelly reminds us to not worry about what we can’t influence. She noted, “There’s a circle of concern, and there’s a circle of influence that you can make a difference in. Worry more about the circle of influence than about perception.”

WomenAdvancing, formerly Women in Media Mentoring Initiative, was founded by Jack Myers in 2011 with the mission of connecting female professionals in the media, marketing, and advertising industries. Today, WomenAdvancing has connected over 6,000 women across the country and has thriving chapters in New York, Boston, Austin, Chicago, Dallas, Las Vegas, Los Angeles, and San Francisco.

Sometimes, even the biggest industry names need a little help reaching key audiences with the right content. Recently, the second largest chemical manufacturer in the world came to us with a real branding challenge. It needed to spike brand awareness among thought leaders to position the brand as a premier solutions-based chemical and product company.

This was easier said than done. The company needed to find the right place for its ads so that the desired audience would actually see their content. However, without access to the proper research, tools, and data, developing a solid strategy and verifying its effectiveness proved to be much more difficult than the client originally expected.

That’s when the client stumbled upon Centro’s technology resources and subject matter experts and reached out to fill the gaps that it was missing in its digital content strategy. Our Centro team knew that by properly leveraging industry-leading research tools like ComScore and MOAT, the focus of the client’s campaign could be narrowed and properly structured to reach its targeted audience with the content it wanted to see.

Centro’s expertise and quick planning helped discover the exact content that the client’s audience was looking for. With scalable, high-impact ad units, we were able to ensure the client’s message was front and center. In order to confirm that the audience fully viewed the client’s message, our team reported on and optimized spend against third-party measurement data.

In typical Centro fashion, the team was able to scale our services to work with such a large client. Together, the Centro team and the chemical manufacturer tackled performance reviews and optimization. Centro implemented constant changes based on how the campaign was performing. In addition, budget reallocations showed steady, week-over-week growth, resulting in a campaign that exceeded the client’s original benchmark by 30%. The client was so thrilled with the success of the campaign that it worked with our team again to establish and implement best practices for viewability for its future digital campaigns.

At Centro, we offer a modern approach to digital media. With over 13 years’ experience 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.

Defining and Measuring Mobile in 2015
As mobile advertising becomes increasingly popular, marketers are trying to define what makes an ad truly mobile. In fact, 97% of marketers agree that smartphone and tablet in-app ads are mobile, but treatment of ad revenue is more contentious when it comes to in-browser ads on these devices. eMarketer expects mobile ad spending in the U.S. to reach $28.48 billion in 2015. Learn more about the mobile ad spending landscape here.

Eric Picard, vice president of strategic partnerships at MediaMath, offers his perspective on programmatic buying and premium inventory in a new column in AdExchanger’s Data-Driven Thinking blog. Programmatic buying platforms have historically been tied to open exchange inventory, but recently they have been used to buy across private RTB marketplaces with premium inventory that better suits the goals of advertisers. Find out how programmatic changes the way advertisers’ value inventory here.

This month, we are thrilled to feature The Fresno Bee as the Digital Extension Partner of the Month. In the beginning of 2015, this partner recognized the shift toward programmatic and was eager to jump into the driver's seat to pave the way for more effective media buying in its market. The Fresno Bee’s ability to adapt to advancements and new technologies in an ever-changing media landscape is palpable – and is the reason why it has remained in the top 25 on our leaderboard on a month-to-month basis.

Shane Kelly is the digital advertising manager at The Fresno Bee and has been championing all of the publisher’s programmatic buying efforts. He notes, “When it came time for us to take the next step into the programmatic space, Centro made the transition nearly effortless. We now have the best of both worlds in that we can continue to use the full service option when needed as well as create and optimize campaigns ourselves while still having the level of support we need from SiteScout.” With the power and flexibility that comes through leveraging programmatic technology, the Fresno Bee is slated for future success – and so are its clients. Keep up the amazing work!

Get your weekly dose of events in our Feet on the Street Series! We are continuously striving to bring you best and brightest in digital advertising and part of that includes attending some pretty stellar events. Check out our schedule below to see where we are this week. If you’d like to know where we will be in the coming weeks or would like to set up a meeting, email us at [email protected]. We’d love to chat!

What’s going on? Adapt is a retreat where senior marketing executives and their agencies come together with media companies, service providers, and brand marketers to discuss how to better reach consumers in the ever-changing landscape of digital.

What’s going on? Initiative LA and UM are joining us for a Power Perk at Starbucks for some free coffee, breakfast, and great conversation.

Who’s going? Kelly Wenzel, Jessica Soldner, Katie Sparks, Stephanie Goodman

What’s going on? WIMMI brings together women for networking, thought leadership, and learning through the sharing of life and work experiences. Centro is hosting and sponsoring the reception at our Chicago headquarters. Our CMO, Kelly Wenzel, is moderating a panel of five senior level women in advertising on the importance of mentorship.

What’s going on? Centro is attending AWNY’s Working Mothers of the Year Awards reception. The ceremony honors mothers in advertising who work hard day in and day out, both at home and in the office.

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