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Centro is set for another week packed with high-level sponsorships and international events. Over the next five days, you'll be able to find us all over the US and even across the pond in London. Check out where we will be and stop by to chat if you're in the same neighborhood. For more information, email us at [email protected] and we'll loop you into the fun or you can head straight to our events page now.
What: Be On the Look Out (BOLO) Conference
Who’s going? Mike Olson, Rich Brown, James Koesigneker, Luke Lambert, Jun Wang
Where: Scottsdale, AZ
What’s going on? Centro is the official 3P track sponsor for this year’s BOLO conference. We will be hosting an exclusive invite-only dinner for some of the attendees to discuss strategies for business adaption, and share advice on how to transform your company into a self-reliant agency partner in the current turbulent digital landscape.
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What: AdTech: London
Who’s going? John Botero, Matt Kershaw, Steve Monti, Matt Sauls, Darrly Singer, Terry Taouss, Ratko Vidakovic, Ben Zelikovitz, Mallory Szabo
Where? London, UK
What’s going on? Adtech: London is where the UK digital marketing and media community meet to source suppliers, network with the industry, benchmark digital strategies and understand the latest trends and technologies. Our Sitescout team is hosting an exhibit booth to demo their products and services for RTB. Come to the SiteScout booth, #220, to chat!
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What: Vitro Outing
Who’s going? Chris Theilen, Lisa Olszewski, and Michael Thill
Where? San Diego
What’s going on? Centro is taking out the media team at Vitro agency for a Monday night football outing with food, brews and bowling. We can’t wait!
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What: Media & Technology Summit
Who’s going? Shawn Riegsecker
Where? New York, NY
What’s going on? Our CEO Shawn Riegsecker is speaking on a Programmatic Advertising Panel at the Media & Technology Summit, moderated by TubeMogul.
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What: Programmatic Summit
Who’s going? Ben Sarmiento, Matt Davis, Michael Mahler, Garrett McClure
Where? Los Angeles, CA
What’s going on? thinkLA is partnering with IAB to host a summit focusing on programmatic. Centro will be there to stay ahead of the latest programmatic tips, tricks, and trends.
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What: Power Perk: Carat
Who’s going? Ashley McBrearty, Michael Thill
Where? Los Angeles, CA
What’s going on? Centro LA is swinging through Carat LA with the Brasil Kiss Coffee Truck for morning bites, gourmet coffee, drinks, and smoothies.
Hello again, friends, and welcome to another Friday! It has been quite a busy week for us, packed with plenty of action and adventure but it is time to slow things down and unwind for the weekend. So find your comfy chair and dive into the latest Five on Friday.
From all of us at Centro, be happy, be kind, and have a wonderful weekend.
When it comes to navigating the digital media ecosystem, you don’t have to do it all alone. There are highly skilled digital media partners who can help you manage each and every buying method from site-direct to ad exchanges and ad networks to real-time bidding (RTB).
In fact, if you carefully vet a digital media firm who pairs modern technology with human expertise, your most complex digital campaigns can be created, executed, and reconciled faster than ever before.
The first two posts in this series talked about site-direct, followed by ad exchanges and ad networks. Today, we’re closing this series with RTB.
If you’re willing to play the bidding the game, RTB offers its own unique set of benefits. For example, if scale, sophisticated targeting, and profitability are key considerations for your digital campaign, then RTB offers a fully controlled, rapid-fire approach.
Download this handy infographic to learn more about each buying method, including when and where they work best.
Real-Time Bidding (RTB) is an automated process that enables advertisers and agencies to buy and sell display, video, mobile, and social assets via auction in real-time, at the impression level.
This is made possible through a demand side platform — software that provides advertisers and media buyers with efficient access to display, mobile and video inventory on multiple digital ad exchanges, SSPs, and programmatic direct software providers. Simply put, this layer of technology facilitates automated bids on available ad impressions all in real time.
Pros:
Cons:
SiteScout is Centro’s self-service DSP. This real-time bidding (RTB) technology enables marketing professionals and agencies to achieve high levels of transparency and control by building custom allowed lists and selecting publishers that perform most efficiently. In general, DSPs tend to achieve lower CPMs ($2 - $4) for allowed listed local publisher inventory. Our clients often shift spending towards our DSP to optimize for direct response KPIs such as CPA, CPL, Downloads, etc.
Are you just making it by or just about to make it big?
For many of us, digital is a dark, scary world where it’s easy to get lost in algorithms and acronyms, and hard to know how much budget to allocate to which buying method and where. One thing’s for certain — the more buying options you leverage, the greater your chances for success.
When building your next plan, start by building a digital team of experts first. Learn more about Display Advertising with Centro.
Building a digital media campaign today is increasingly complex. With so many digital advertising buying methods and an abundance of inventory, deciding how to effectively reach potential consumers requires agility, data, and a whole lot of expertise.
The first post in this series focused on the pros and cons of site-direct. But, if you’re looking for a more middle-tier approach to digital, private exchanges and private marketplaces are a good option. For campaigns hinging on factors such as scale, targeting, creative flexibility, data, even price — private exchanges offer a sound and moderate approach.
A private exchange is an exclusive real-time marketplace where suppliers to sell/reserve valuable ad impressions to carefully vetted buyers. This method offers access to a massive amount of quality, brand-safe inventory. When managed by a team of industry experts, exchanges and networks can round out your digital plan, delivering quality results and a healthy ROI.
Pros:
Cons:
Chances are when researching ad exchanges and networks, you’ll quickly learn there is a level of concern associated with brand safety as well as the quality of inventory. In the large, open marketplace of exchanges and networks, how can you really tell the good from the bad? If brand safety and quality of content are top concerns, your best bet is to work with a private ad exchange.
Private exchanges offer premium, pre-negotiated inventory not available within the open market. But be warned, all private exchanges are not created equal. Look for an exchange that’s been vetted by a third party, such as Trust Metrics, who measures publisher quality and effectiveness.
The Centro Brand Exchange (CBX) is a highly brand-safe, cross-platform, private, exchange that addresses the need for cost-effective scale. Brand Exchange is the largest premium local supply source with a 95% ideal rating on Trust Metrics. With publisher relationships spanning more than 13 years and 100 trillion impressions, we receive “first look” at secondary inventory. CPMs range between $4 and $6. For driving engagement and KPIs, such as CPC, these partners tend to perform extremely well. The Brand Exchange is an excellent partner for advertisers wanting to run against the safest content on the web.
As you dig deeper into the benefits and challenges associated with each buying method, the balance between complexity and opportunity can become precarious. This is where the right digital media partner becomes critical to your success.
Visit centro.net for more about our services and capabilities. And be sure to check back for the last part of our Display Advertising Buying Series: Demand-Side Platforms, fueling the success of your plan.
What is the RTB Zeitgeist Playbook? We’re glad you asked.
This ebook is a compilation of the most popular RTB Zeitgeist Newsletter articles and blog posts, which were expertly written by our SiteScout team and read by paramours of programmatic from around the globe.
In this ebook release, we’ve selected the articles and posts we feel best cover the entire programmatic journey — from getting started to measuring success at campaign close.
Here are just a few strategies you’ll find inside:
If you’re ready to create your own winning programmatic strategy, look to this playbook for a game plan. If you like what you see, share it with friends and colleagues. The more people who adopt tactics like the ones found in this ebook, the faster we can all become programmatic gurus.
Republished from the SiteScout blog.
People aren’t worried about being replaced by robots, and instead see tech as a time-saver. At least, that’s the prevailing opinion in the advertising industry.
According to a recent AOL study, more than half (57%) of industry execs don’t think that programmatic technology replaces people. But more than a third of participants felt that the biggest issue facing the programmatic space is a skill gap requiring a strategic plug.
Some of the participants also feel that the tech is a time-saver. Two-thirds said programmatic frees up their time so they can focus more on talking strategy. A third said it gives them more time to focus on value-added services. Another third added that they have more time to spend communicating with clients thanks to programmatic.
Human insight and skill make programmatic run seamlessly. As anyone deep in the space knows, the programmatic process truly requires manual configuration in order to succeed.
Of course, the technology plays an important part in the equation, but it’s smart thinking that truly unlocks programmatic’s potential. Why? The human brain brings honesty to the table. Transparency is crucial to a successful programmatic campaign. Humans guide the process, helping to troubleshoot as necessary.
And then there’s service — at the end of the day, dependable end-to-end service ties a pretty bow on the entire programmatic package. Creative services and consultation can make all the difference when striving for client success.
Both Kellogg and Netflix have taken their programmatic practice in-house and revealed the many reasons why they went this route.
Bringing programmatic in-house has enabled Netflix to act quickly on sensitive information they’d rather not share. In that same vein, it’s allowed Kellogg to unlock the value of its first-party data. Better internal collaboration has been another bonus for Netflix. It’s also helped Kellogg embrace an emerging focus on ad effectiveness.
Finally, for Netflix, being essentially a tech company itself, the choice blended well with its culture. For both companies, the benefits for an in-house programmatic practice were ultimately too attractive to resist.
Remember the good old days when media plans boiled down to a few simple options: print, direct mail, and maybe broadcast? Like so many things, media buying seemed simpler then.
Today, planners are faced with an enormous amount of choice. One look at the LUMAscape and your head starts to hurt. What does it all mean?
Strip away the industry jargon and what you’re really looking at is a ton of advertising inventory and terabytes of data. In fact, there is so much inventory up for grabs that we actually need software to access it all.
If you want to leverage the opportunities associated with digital, understanding the different buying methods and the objectives that each one fills is a great place to begin. In this three-part series, we’ll take a look at site-direct, ad exchanges, and ad networks, as well as RTB, highlighting the pros and cons of each.
As you make your way through each method, you’ll begin to notice that there isn’t a one-size-fits-all approach — which makes sense considering there’s no such thing as a typical campaign either. At the end of the day, it seems the more buying opportunities you leverage, the greater your chance of success.
From site-direct to RTB and everything in between, there are a few key factors to consider before selecting the best buying methods for your particular campaign:
Download this handy infographic to learn more about each buying method, including when and where they work best.
With the right partner, creating a balanced digital media presence is within reach.
At Centro, we build digital media plans complete with a full spectrum of inventory types. Our approach is: All digital. All channels. Across all industries. And, unlike our competition, it’s the only way we work.
Part One: Site-Direct
Site-direct is the most straight-forward buying method and is a great way to reach your target audience. In the simplest of terms, buying site-direct is finding websites that relate to your product or service and purchasing space there. This method is best for plans where objectives include guaranteed delivery, high-impact creative, and brand lift.
Pros:
Cons:
The more you understand the pros and cons of digital, the faster you’ll be able to select the right digital media partner, one who will help you build and execute a smart, well-balanced plan.
Tune in for Part 2 of our Display Advertising Buying Series: Ad Exchanges and Networks. Until then, remember when it comes to digital media, variety is the key to success.
- See more at: https://centro.net/digital-display-advertising-how-build-healthy-plan-part-1-3#sthash.xV1NZOM7.dpuf
Our Feet on the Street series is back! We love to meet and chat with people wherever we go and what better place to chat than at great industry events? Here is where you will find us this week. For more information, email us at [email protected] and we’ll loop you into the fun or head over to our events page.
What: JD Power Automotive Marketing Roundtable
Who’s going? Tyler Kelly, Ben Sarmiento, Michael Thill, Mike Olson, Mark Peake, Doug Thomas, and Bryan Weston
Where: Las Vegas, NV
What’s going on? Centro is hitting the Bellagio hotel with industry leaders from retailers, agencies, publishers, dealers, and other affiliates to deliver valuable insights and perspectives on critical marketing issues in the automotive sector.
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What: ANA Masters of Marketing Annual Conference
Who’s going? Martin Crawford, Jason Danahy, Katie Dettman, Lauren Furey, Jill Hamilton, Leah Holzman, Tyler Kelly, Scott Neslund, Mallory Szabo, Charlie Thomas and Kelly Wenzel
Where? Orlando, FL
What’s going on? Centro is a proud sponsor of this annual event for the nation’s chief marketing officers and leaders from the agency and media world. This conference offers an opportunity to learn and engage with the visionaries who have built brands, leveraged media and made marketing more accountable.
Here we are again! It’s Friday and time for the new Five on Friday. As your week winds down, take a minute or two to reflect on all the positive and inspiring things that have happened over the past few days. To help get you get in the spirit of things, take a look at today’s Five on Friday; our way of celebrating another fast-paced workweek.
Thanks for tuning in and enjoy the rest of your Friday and weekend. And remember, be happy and be kind.