In this webinar, Ken Rood, Centro's VP of Media Systems, will share recommendations for how you can create a healthy media operation, how to prepare for a future with different identifiers, and offer specific action plans for your programmatic, search and social campaigns.
Which digital segments are driving the most growth in 2021? Despite the tumultuous state of 2020, certain mediums have proven their value, with more growth anticipated. Download the infographic below to view the digital segments driving the most growth, the ad spend outlook for the U.S. in 2021, and digital ad spend growth by industry.
Advertisers and marketers are facing an identity crisis. Major changes to Apple's iOS 14, coupled with Google's announcement about the deprecation of third-party cookies, means that we must find new ways to target audiences and measure performance.
While many groups are working towards innovative identity solutions, media planners are wondering what they can do now to adapt to these changes.
Read on to find out how you can prepare your DSP, social, and search campaigns for iOS 14 and the loss of third-party cookies.
PMP deals have proven to be a successful alternative to connect with the right audience. Many publishers offer their first-party data as PMP deals.
Contextual targeting has a variety of benefits beyond privacy compliance, such as the ability to safely target sensitive categories like healthcare, real estate, and cannabis.
Convert offline records, such us e-mail or physical addresses, into custom targetable segments for your digital media executions.
Enable machine learning to gather knowledge for your campaigns.
Apple’s iOS 14 will have a limited impact on the following (for more detail, check out LinkedIn's help center article):
The impact on Google Products will include:
Looking for more content on the future of data privacy? Check out this episode of AdTech Unfiltered featuring Facebook's head of privacy, data policy, and advertising; or this Centro Institute webinar featuring IAB Tech Lab's senior director of product management.
Like many sectors, the financial services and banking space has been transformed by the COVID-19 pandemic. By and large, these changes stem from the consumer demand to manage finances virtually, rather than in-person.
Banks and other financial institutions had to scramble in 2020 to boost or create virtual service options for their clients. Although lockdowns are now lifting in some countries, the preference for online banking is here to stay.
As a result, here are four trends that will continue to shape banking and financial services in 2021 and beyond:
Mobile and online banking will grow in coming years, fueled by wide adoption among millennials and Gen Z. At the same time, eMarketer forecasts that in-branch banking use will steadily decline.
Neobanks, or banks that only operate online, are making a dent in the market. Successful brands fueling accelerated innovation include Ally, Aspiration, Chime, and Varo.
A growing preference for contactless payments is another development that just makes sense in the context of COVID-19. From 2020 to 2021, the number of contactless payment users in the US rose by a whopping 29 percent!
Virtual assistants and chatbots may not be new for financial businesses, but different uses of AI are emerging. These will focus on providing data-driven insights for finance management, and enabling frictionless online customer service.
For more insight into the opportunities available to finance marketers, check out Vertical Viewpoint: Conquering Challenges as a Finance Brand.
Plus, take a look at our Finance in 2021 infographic for more insights about the consumer and market trends driving change this year.
CBDeebly, a division of CleverFunnel, propels CBD brands into using vertical expertise, CBD-specific advertising tactics, and risk-free data-driven strategies. They pioneered the PDM framework which uses a brand’s data to build audience personas, understand the drivers that resonate, and craft effective messages.
CBDeebly brings a fresh, data-driven perspective to CBD marketing. CEO Chris Franks finds significant value in data for targeting, but pontificates about the impact of analytics on the budding CBD industry at a macro level. Here is how CBDeebly uses data in unexpected ways:
Basis offers a myriad of CBD-friendly targeting options for CBDeebly to go beyond the expected and find niche audiences for their myriad clients.
Analytics enables CBDeebly to drive digital marketing optimizations to meet and exceed media KPIs like CPA, AOV, and ROI.
CBDeebly blends data from Basis and other sources to identify clusters and guide their clients’ business, surfacing new targets, surprising use cases, and product innovations.
CBD advertising is highly regulated and constantly changing, but there is significant opportunity in the confusion. Basis’ world-class Success Managers are true partners to CBDeebly, bringing Basis expertise to CBDeebly’s strategic vision.
“Hands-on, strategic, and technically capable. It’s rare to find someone who can answer issues both technically and strategically. Our Customer Success Manager can answer most questions without running to a technical team and I learn something new every time we speak. Luke Rothschild, Ad Scientist at CleverFunnel
Chris Franks, CEO of CleverFunnel adds, “We’re trying to do advanced, technical things. We’re not standard. We do things differently and our account team is not only supportive, but they also contribute. We see them as partners, which is really high praise in our world.”
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Chris Franks, CEO, CleverFunnel and CBDeebly
"The blend of advanced tech and remarkable support has been a huge success in the CBD world. Basis, our account team, and our PDM framework has led us to a 198% ROAS for one of our clients."
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From device preferences to generational behaviors, to shopping trends—consumer habits post-COVID are reshaping the new normal. Consumers are relying on mobile more than ever before and Gen X and Boomers' adoption of technology has been accelerated. Download the infographic below to review digital trends and device preferences one-year post-pandemic.
So much has changed for healthcare marketers in the past 14 months. The COVID-19 pandemic has both transformed and put a spotlight on healthcare and pharma, and the marketing landscape can feel almost unrecognizable to what it was just a few years ago.
As unsettling as this upheaval can be, change brings the opportunity to reevaluate—and improve upon—the status quo. Here are three reasons why the time is right for challenger brands in healthcare:
In times of economic churn, challenger brands present opportunities for choice and change. With the status quo in question, there’s a big opportunity for brands to represent something new and different to consumers.
Health, wellness, and choice have been huge topics of conversation ever since the beginning of the pandemic. There’s an opportunity for brands to participate in that dialogue, and educate engaged consumers about their options.
Private-pay is at an all-time high, and health and wellness are top of mind for everyone. These factors have contributed to consumers being more engaged than ever in their healthcare decision-making process.
While the past 14 months have been difficult for everyone (to say the very least), it's clear that the upheaval brought by COVID-19 has created opportunities for healthcare marketers. Challenger brands are particularly poised to ride this wave of change, breaking the “cycle of sameness” within healthcare marketing and reshaping the status quo.
For more insight into the opportunities available to healthcare marketers, check out Vertical Viewpoint: Conquering Challenges as a Healthcare Brand.
Plus, check out our Healthcare in 2021 infographic for more insights about the consumer and market trends driving change this year.
At the Brand Innovators 2021 Media Buying Summit last week, experts from across the industry discussed how the media buying landscape is evolving. They shared, learned, and connected—and covered a lot of ground on topics such as cost constraints, pain points in ad tech, creative messaging in the media world, media plans post-pandemic, the cookieless future, and more.
Centro was proud to sponsor at the event, which was highlighted by our CEO & Founder, Shawn Riegsecker, who led three fireside chats with senior-level marketers hailing from the likes of Hilton, Facebook, and HBO Max.
Check out the key takeaways from each fireside chat below—the sessions are available on-demand, and worth a listen:
Shawn and Rebecca chatted through media planning from a business/leisure travel, as well as global, perspective and what that looks like in terms of creative messaging post-pandemic. Rebecca shared insights on the cost constraints that have come with the heightened complexity within the media space and what it was like to shift from the agency to the brand side, "In terms of advice, I try to over-communicate as best as I can. Context is king – giving the rationale and explanation for what we’re trying to solve for; I invite my agency to be a part of those discussions. I give them permission to ask more questions and work through problems together. It’s more of a partnership."
Shawn and Christine talked through her transition from Mastercard to Facebook and how that presented interesting challenges and a shift in perspective along the way. She spoke about the emotional tie to Facebook and its products, and how the brand is pivoting from an overarching/high-level umbrella brand perspective. Christine talked about how Facebook aims to use the platform for good and shared more details on their promotional initiatives through 2021 and highlighted the most important tactical media and marketing KPIs. Ultimately, Christine stated, “It’s all about the consumer at the end of the day. So if this is a consumer-driven initiative that will improve brand trust, then we’re all about that."
Shawn and Su chatted through her career journey within Warner Brothers and the exciting opportunities and challenges that presented themselves throughout her time there. They also discussed an omnichannel approach to reaching consumers from a media perspective, how first-party data should be defined, the biggest struggles of advertising technology, and what releases are coming down the pipe for HBO Max. What's Su's number one piece of advice on to best reach consumers? "Start with your goals and requirements. If you start with the data and just start doing things, there is so much that can be done—a never-ending list of things that you could do or try to track, etc. That’s why I think every company has a slightly different MarTech or Ad Tech stack—each one is different based on the goals of the company."
Click the links above to catch up on all of the fireside chats from Brand Innovators Media Buying Summit 2021 - you definitely don't want to miss these! For more on how to add automation to your current MarTech or Ad Tech stack, check out our comprehensive tech solution, Basis.
At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!
10 Psych Principles to Attract and Grow Your Audience [:12]
Paid media often drives to owned media, particularly in the B2B space. While content marketing tactics and times change, one thing remains constant – human behavior. This article breaks down 10 ways marketers can attract and convert more of their audience by anchoring their strategy to human psychology.
CMO Tenure Slips to Just 40 Months–the Lowest Average Since 2009 [:03]
According to the new research, the average tenure of chief marketing officers at 100 of the top US ad spenders fell to 40 months last year, down from 41 in the year before and the lowest average since 2009. The report also delivered some good news, with the proportion of female chief marketing officers rising to 47% last year, up from 43% in 2019 and 36% in 2018.
Amazon’s Ad Business Grows 73% To $6.9B In Q1 [:02]
Amazon’s “other” segment, which houses its advertising business, continues its monstrous growth. While Amazon’s ads business grew over the last year due to traffic increases, its ad products have also improved. On its most recent earnings call, video product listings were called out as an area of creativity and growth, as well as the company’s use of deep learning to make ads more relevant to users.
U.S. Now Has More Streaming Subscriptions Than People [:01]
There are now nearly 340 million subscription contracts to OTT streaming services in the U.S., exceeding the country’s 330-million population, according to a new report. The average U.S. consumer subscribes to 4+ subscription VOD services, and one-quarter subscribe to five or more.
In the Roaring Twenties, Ads Make a Comeback {:06]
While digital media executives scrambled to tell their boards about new subscription products last year, something strange happened: Their old advertising businesses exploded as consumers stayed home and shopped online.
Now, travel companies, liquor companies and basically everyone else hoping to capitalize on the marketing dream of a post-pandemic Roaring Twenties economic boom have begun to pour money into advertising on virtually every platform, but digital media most of all.
Confused About Identity? This List of 80 Identity Partners May (Or May Not) Help [:02]
80 identity solutions are vying to fill the void left by third-party cookies, according to analysis by marketing trade group MMA Global and Prohaska Consulting. The solutions providers come from various backgrounds.
Besides the Google-Facebook-Amazon triopoly, the list includes media companies with proprietary identifiers (NBCUniversal, NewsPass ID), DSPs, SSPs, agency-owned data companies (Publicis’ Epsilon, Merkle’s Merkury), TV manufacturers (Vizio, Samsung) and even payment processors (Visa).
Perfect Your iOS 14 Opt-In Strategy with Pre-Permission Prompts Built with Context and Trust [:05]
With ATT, advertisers can continue to receive deterministic attribution data and carry on with segmentation and retargeting efforts—they just need to focus on building customer relationships based on trust. This article offers some practical tips on best practices. Also, see this gallery of App Tracking Transparency (ATT) prompts for inspiration.
First-Party Data Is a Good Start But It’s Not Enough [:02]
First-party data is the lifeblood of any brand’s marketing efforts, and 86% of the marketers surveyed for this year’s Nielsen Annual Marketing Report recognize its importance. But overall confidence in data quality is universally low, with 41% of the marketers at large companies viewing data accuracy as a challenge.
Facebook’s Clubhouse Competitor is Coming This Summer [:03]
Over the next few months, Facebook is going all in on audio. The company announced multiple products that emphasize voice content over text, images, or video. Most notably, Facebook is preparing to launch a competitor to the buzzy social audio app Clubhouse, with a feature called Live Audio Rooms.
