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Ad Spending Data from Centro Reveal Digital Media Strategies of Political Campaigns
Washington, DC, April 14, 2021 – Centro (centro.net), a global provider of advertising technology, announced 2020 U.S. Elections research showing how political campaigns increased investments in CTV advertising, which represented 19% of their programmatic budgets. This was a 280% increase in CTV’s programmatic advertising share from the 2018 U.S. midterm election cycle. The data was compiled from more than 400 advertisers for state, local and national races managing digital ad buying via Centro’s platform, Basis. These political and advocacy advertisers encompassed more than $100 million spent across display, video, native, search and social media.
The report, ‘U.S. Elections Digital Advertising Trends,’ is available at: https://centro.net/2021/04/2020-us-elections-digital-advertising-trends.
The report illustrates U.S. Elections digital strategies on:
“CTV has been a revelation for political marketers, combining the big-screen impact of TV with the agility and targeting of digital. Traditional TV buyers are including CTV on their plans because there are audiences of voters not reachable through linear TV,” said Grace Briscoe, SVP of Candidates and Causes, Centro. “The 2020 Elections proved out many of the digital strategies that were being previewed in 2018. Despite a frenetic election cycle where campaigns had to navigate factors such as shifting tech platform policies, unprecedented early voting, and a pandemic, the most successful campaigns are capitalizing on emerging technologies that overcome the hurdles of this environment.”
Centro’s technology and services have been trusted by agencies and consultants in politics, public affairs, and advocacy since 2008. Centro’s Candidates and Causes division has helped power digital media for 1500+ political campaigns and independent expenditure committees, and 2000+ issue advocacy advertisers. Its proficiency for driving perception in government, in the public sphere, and among specific audiences, is a differentiated and valuable asset in this field.
Basis, Centro’s flagship technology for marketers, is the industry’s most comprehensive, automated, and intelligent digital media platform, and the only software solution of its kind to consolidate digital operations across programmatic, direct, connected TV (CTV), search, and social campaigns. Learn more at: https://centro.net/solutions/basis.
Centro (https://centro.net) is a provider of ERP and automation software for digital advertising teams and organizations. Its technology platform, Basis, is the first of its kind SaaS advertising solution unifying programmatic and direct media buying, along with workflow automation, cross-channel campaign planning, universal reporting and business intelligence. It streamlines business operations and optimizes advertising performance by enabling marketers to plan, buy and analyze real-time bidding (RTB), direct, advanced TV, search and social campaigns in a single platform. Headquartered in Chicago with 44 offices covering North America, South America and Europe, Centro has received numerous accolades for its commitment to employees and workplace culture.
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