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We’re rapidly approaching the first holiday of the season and all of us in the media industry are knee-deep in last minute campaign activity. Before you lose yourself completely in the flurry, don’t forget to take time to assess the actual performance of the campaigns you’ve planned so diligently.

Are you hitting your KPIs? How are your conversions looking? Any more traffic to that website?

We know the holidays can be fast-paced for many reasons, not the least of which is your media plan. To help you out, we’ve put together a quick holiday checklist to ensure that your campaigns are giving you the gift of performance. Go ahead and run those numbers, we’ll take it from there.

For over 13 years, Centro has been executing digital campaigns in a rapidly changing media landscape. We’ve learned a lot in that time, including which solutions produce the best results for our clients. Recently, a large CPG beverage company came to us with a big picture goal. The KPIs for its campaign were determined by an overarching company strategy:

After some complications with the television schedules threatened the company’s media strategy, it came to Centro looking to reinvest budget into digital video. However, the company was looking for more than a reinvestment option – it had also set very aggressive campaign goals around video viewability and completion. After finding many partners who were dissuaded by the aggressive goals, the CPG company found Centro, and knew right away it could count on our media plans to perform and deliver.

Our Centro teams knew immediately that this brand’s campaign would need both expert planning and precision execution. With over 100,000 campaigns’ worth of performance information at their fingertips, our teams began by building a strategic media recommendation that included video placements with a history of high viewability and completion rates. Once the campaign began, we closely monitored delivery numbers in real-time, passing along insights and optimization suggestions to the client with full transparency. Thanks to rapid optimization executions, Centro’s campaign capitalized on the client’s business strategy, driving the awareness and brand perception results it needed.

Centro’s expertise and speedy planning came through with the performance and business results the client was looking for. With Centro, the CPG brand was able to go from a threatened media strategy to a fully launched campaign in just one week. Not only did our service model provide renewed flexibility and transparency, but our dedication to the client’s campaign strategy enabled us to exceed the goals. The client was thrilled with the results, enjoying performance they’ve never seen before.

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.

Hey there, peeps! After a week off, our Five on Friday series is back and ready to rumble! Like always, the Centrons were as busy as bees, hard at work on all of that ad tech ‘honey’. But now the week is almost done so loosen that tie and reflect on a great week.

If industry insiders keep an eye on the dynamic changes evolving in their space, they’ll see that they have an opportunity to similarly transition their roles. New jobs and opportunities will be created as programmatic continues to gain momentum, as is the case when businesses outsource positions, for example.

Digital marketing staff need to remember that change is the norm, and learning as much as possible about programmatic is the best way for ad buyers to flourish and prosper in the programmatic ad buying ecosystem.

IAB unveils standard API for ‘programmatic direct’ trading

It’s official — programmatic direct now has a standard API. The IAB has released OpenDirect 1.0 to the public, the first time it’s seen the light of day since Microsoft, AOL, Yahoo and Yieldex agreed to embrace programmatic direct and develop a standard API a little over a year ago.

The OpenDirect 1.0 specs are more than 100 pages long, but there are two things the IAB said should be considered. Firstly, the API takes an “advertiser first” approach — both advertisers and agencies need to receive credentials with publishers. Secondly, lines must have creative assigned to them in order to be booked, whether they’re the actual creative or placeholders.

The IAB says the standards will improve publishers’ workflow efficiencies. It also notes they’ll let buyers access more unique users, increase efficiency with one API integration across a number of publishers, and access media offerings that are unavailable through exchanges.

What are the biggest challenges for the programmatic advertising industry?

Most people are in agreement that programmatic advertising is the way of the future. That said, it still has its fair share of challenges, which need to be addressed if the industry is to ever live up to its potential.

New proxies for identification are needed to help the industry move beyond the cookie. They’ll have to be defined and leveraged outside of “walled gardens.” Publisher collaboration with marketers has to be improved, particularly when it comes to the availability of granular site-level data. Programmatic’s own hype is also perceived as a challenge — rushing into the space means results may vary. Take time to learn what works for your strategy.

Fraud is still a major concern. All industry players need to work together to effectively combat fraud. Lastly, a current lack of communication and understanding between buyers and sellers remains problematic. There’s still much work to be done, but once these challenges are addressed the industry will reach the next level of maturity.

Read More from Digiday…

You’ve probably heard of the Coca-Cola happiness machine. Why? Because it’s memorable. The happiness machine delivers the ultimate prize: engaging consumers with an idea that stirs up a range of emotions while bringing to life a defining brand value: drinking coke = happiness and smiles.

While we can’t promise laughter and free soda, our media experts at Centro can help you build a digital plan that packs a punch. High impact digital placements offer brand recognition, awareness, interaction, scalability, and viewability. If you’ve got a big idea, high impact placements are the most effective way to share it with the world.

Engage and impress with a perfect fit.
Not all ad impressions are created equal, with unique sizes, animations and formats, these units break through content and clutter to capture the viewer’s attention and prompt engagement. Explode through the front page of a national website, or push your ad across the travel page on a local news source; impact can be scaled according to your specific brand goals.

With a growing relationship base of over 15,000 publisher partners, our teams precisely align placements with content that fits your brand message. Whether you’re making a splash locally, seeking regional exposure or running a national campaign you can be assured your campaign will reach your audience with a highly interactive message at the right place and time.

Control impact with scale.
Even better, these high impact executions are available across the entire spectrum of channels and sites your audience uses. Centro works without contracts and without limits, so choose one powerful execution, or choose many. The combinations are infinite, and the scale is up to you; maintain complete control over all sites, channels, and creative executions. No matter what,, every execution offers the same quality and transparency you’ve come to expect from working with Centro. We’ll show you exactly what we’re seeing at any point in the campaign- right down to the placement level. And to ensure success, we’ll make any necessary adjustments along the way.

Interested in putting your brand front and center? Reach out to a Centro sales representative today to leverage the power of high impact creative.

When it comes to business-to-business sales, advertisers look to target all kinds of niche segments. Recently, a B2B communications provider wanted to stay top-of-mind for in-market officials in the public sector. The communications company wanted to reach this very specific audience segment, but also wanted to stay within brand-safe content without paying a hefty price. Impressed with Centro’s team of experts they reached out, and challenged us with three goals: Generate brand awareness, increase engagement, and drive a CPC of $15.50.

Action Plan
With hyper-targeting and efficiency baked into the campaign goals, we were determined to deliver a plan that cost-effectively incorporated the appropriate layers of data. With access to 30 billion daily impressions, Centro’s Audience Buying team provided the perfect solution, using cross-channel scale to find their unique audience online. Through activation of both contextual and data-driven tactics, Centro’s plan was executed across video, social, and display inventory. Brand safety controls were activated to ensure that contextual alignment was not sacrificed in the name of efficiency.

Ticking the Boxes
Our expertly designed Centro Audience Buying plan not only achieved the set client goals, but greatly outperformed them. Compared to other partners on the plan, Centro delivered the largest volume of impressions at the lowest price:

Now THAT is a plan you can take to the bank! The B2B client was thrilled and continues to capitalize on Centro’s Audience Buying Solution and other digital media solutions.
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.

Hello, readers! Welcome to the latest edition of the Digital Innovations Awesome List (DIAL).

We know it can be tough and time consuming to stay on top of the latest trends in the advertising technology space, so we’ve compiled this list of articles, reports, and other bits of awesomeness you may have missed over the last month, but should definitely read. Let’s DIAL into the details.

What do Justin Bieber and the banner ad have in common? They both turned 20 this year! Also noteworthy: neither one will score you a lot of cool points if you talk incessantly about your undying devotion to either of these topics in social settings (or so my wife tells me). Read through a quick history of the revered banner ad and start planning for the big 2-1 party next October.

67% of buyers plan to employ more Native Advertising in the future. Read eMarketer’s report to find out what’s happening with this space as well as gain some good insights from advertisers and publishers who are doing native now.

With more and more automotive purchase journeys taking place online, smart manufacturers and dealerships are using digital channels to engage customers in the early phases of their research.

This article sheds some light on a few common misconceptions about digital video.. Myth #1: Is digital putting an end to TV? Find out here.

How much would you pay for just the channels you want? October was the month for news about confirmed and/or potential digital subscription services from a few partners like HBO, CBS, and even YouTube.

Learn why cross-screen video advertising continues to be a hot topic and how certain challenges are stunting growth.

Could a newly developed digital content rating establish a new way to evaluate digital video partners in the future?

The release of the new iPhone 6 and 6 Plus are bringing new changes to mobile advertising opportunities and how brands can leverage the devices for greater activity with consumers.

Is your client gaga for beacons? Find out how shoppers are reacting to this new technology and what considerations you should keep in mind.

Da Bears, Da Bulls, Da Data. Chicago is becoming a leading model for collecting and managing real-time big data from sensor nodes and mobile phones allowing city leaders to make smarter, earlier decisions regarding a range of urban challenges. Other folks, like the Austin airport, are getting smarter about their data and real world user-experiences, too.

BONUS: If you’ve got a bunch of Halloween candy calling your name, check out this infographic ranking America’s favorite candies and something called a “health rank”. Could there really be such a thing as a healthy candy choice?

It’s officially November! And we couldn’t be more excited to kick it off with a jam-packed week filled with a few fun, local, and national events in the Big Apple. Take a look at this week’s schedule below and let us know if you will be in the area by emailing us at [email protected]. We’d love to chat, so stop by if you’re in the city. Let’s make it a great week!

What’s going on? Speakers and participants will discuss the challenges facing the industry and take a deep dive into how operation professionals can build fixes for them. If you’re heading to the event, keep an eye out for Jill, Zach and Ken, who will all be in attendance!

What's going on? Join us at the 6th Annual AWNY Impact Awards, where you’ll be inspired by industry executives as they celebrate and honor a special mentor in their lives. Our very own CMO, Kelly Wenzel, will be chairing the event.

Who’s going? Matt Sauls, Matt Davis, Steve Monti, Kaitlyn Pearsall and more peeps from the SiteScout sales team

What’s going on? This is an event you surely don’t want to miss! Centro is one of the exclusive national sponsors at what is referred to as “the year’s best creative and marketing technology event.” We will be conducting demos of SiteScout similar to what we did at ad:tech London and ad:tech San Francisco. Stop by our booth to get a sneak peek of the software and chat with our peeps!

What’s going on? We have another big national sponsorship on our plate this week! Join us and some of the most prestigious names in our space, including Facebook, Google, eBay, Handy, Ford, Thinknear, OpenTable, Yext and more, as we take on the business of hyperlocal.

What’s going on? The Digiday Awards highlight the industry’s best campaigns, creatives, and advertisers who drive the brightest ideas and lead innovation to push the industry to new levels. New York native, Keith Brewer, will be in attendance, so give him a shout!

That’s a wrap for this week. Be sure to check out these Feet on the Street posts every Monday to see where we are off to next. See you next week!

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IAB unveils standard API for ‘programmatic direct’ trading

What are the biggest challenges for the programmatic advertising industry?

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