Oct 24 2013

Centro Helps Brands and Agencies See Benefits from Digital Video Advertising Solutions

CHICAGO, IL – October 24, 2013 – Centro (centro.net), a provider of software and services for modern media agencies, today announced the release of specialized digital advertising solutions for video. Centro provides strategies, techniques and technology for digital video, where clients benefit from cross-platform execution, augmentation of broadcast strategy and interactive and dynamic experiences for target audiences. The company’s knowledge in video advertising encompasses more than 1,800 campaigns for brands across 25 industries. For more information, please visit: http://medialogistics.centro.net/industry-solutions-video

Devices and advanced technology have transformed video viewing and has shifted audiences to digital formats. The concept of ‘Primetime’ has morphed to ‘wherever, whenever, however.’ According to Time Inc., digital natives are shifting attention from television to other devices once every two minutes during down time. Smart marketers have seen that strategically mixing TV with online video buys can yield better results in brand and message recall as well as likeability, according to a Nielsen and IAB study.

“The convergence of traditional television and digital video can introduce challenges to media planning and buying, but it also creates opportunities for new or enhanced tactics that help deliver on campaign objectives,” said Scott Neslund, EVP of Media Services at Centro. “There are unique opportunities with online video and Centro has been a trusted partner in guiding agencies and their clients through the ever-evolving landscape.”

Centro’s expertise in digital video media buying empowers agencies to:

  • Execute video-everywhere campaigns – seamless cross-platform video on tablet, mobile, connected television, over-the-top (OTT) devices and more
  • Augment traditional broadcast strategies – extend reach to any audience on 400+ web publishers to deliver on any type of campaign objective
  • Customize the online experience for customers and drive engagement through interactive and dynamic video elements tailored to performance goals

Centro’s online video expertise is demonstrated by the results it drove for a national brand that used multiple video platforms to increase awareness, lift brand sentiment and drive efficient performance. Centro orchestrated 17 different media and technology partners for a media plan that included 25 unique video concepts on mobile and tablet video. The video portion of the campaign increased brand lift by 67%, site traffic by 10% and search activity by 42%. Performance metrics for video completion (70%), click-through rate (CTR) (1.3%) and viewability (92%) all significantly beat industry averages.

About Centro
Centro (centro.net) provides unified, cloud-based software to simplify digital media operations. Our media management platform streamlines and scales ad buys across all channels, accessing both guaranteed and biddable inventory, to achieve any campaign objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization and reporting needs. Since 2001, Centro has successfully planned and executed more than 22,000 local and national campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 33 offices in North America, Centro’s success and commitment to culture has led to many accolades, including #1 on Crain’s Best Places to Work in Chicago in 2011, 2012 and 2013.

Anthony Loredo

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