Resource Center


Girlfriends watch video on their connected TV while sitting on the couch
Mar 14 2023

Connected TV Advertising: Best Practices for Planning, Targeting, and Measuring

Learn how to most effectively plan, target, and measure CTV campaigns in today's fragmented landscape.
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Strategy Resources

Beyond the Lunch n’ Learn: Next Steps to Building a Relationship

In the digital industry, the main way to sell your site and offering is to set-up a brief meeting or a classic lunch n’ learn. As you walk away from the meeting, quite often you are feeling good and can already see the RFP’s coming through, but then you ask yourself, “what’s next?” At Centro, we usually meet with 10-15 different publishers nationwide each week, so we have seen it all. For that reason, I wanted to share a few tips on what to do after the meeting.

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Best Practices For Converting An RFP Into An Insertion Order

Read the Entire Story on MediaPost 

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All in a Digital Day: Dealing with Media’s Most Precious Resource

We live in a digital world. We communicate using digital technology, our ads are placed live with the click of a digital button and user data and interaction is monitored, aggregated and housed digitally. Yet when the clock strikes 5:00 pm, the digital media industry lets out a collective groan. Why don’t we have more time? In an industry that expects instantaneous results, how do we make the most of the time we have? Below are a few tips to keep you ahead of the game.

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Is FBX Creating Performance-Enhancing Products?

Since its release in 2012, there have been continuous industry updates and hype around Facebook Exchange (FBX), the site retargeting program introduced for Facebook ad inventory. Much of the early speculation and reports compared FBX performance against both Facebook and general display. Over time, product improvements and attribution functionality have influenced FBX’s valuation. As such, it is necessary for marketers and advertisers alike to understand how performance has evolved and is defined so as to adequately determine its value and impact on the advertising ecosystem.

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Can Blogs Show Their Value to Advertisers?

All blogs are not created equal, and some will have the opportunity to drive ad revenue better than others due to their audience, growth, content and sales strategy. For these networks to stand out against others in the marketplace, we have a couple suggestions…

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Big Data – It’s Not the Size that Counts, It’s How You Use it

Over the past few years, there has been a literal and figurative explosion in the amount of data available to analyze business activities. Companies that can rapidly process publicly available (or licensable) data and turn it into actionable information have been able to develop real competitive advantages. From a systems perspective, the playing field (with regards to how fast you can do both of those items) is leveling pretty quickly. So where will new sources of competitive advantage come from?

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Can Responsive Design Be Applied to Content?

As things started to grow and change in the mobile advertising landscape, publishers quickly realized that responsive design was going to be super important for their content to morph to the screen that it was being shown on. As a publisher, you’d want your readers to have the same great experience whether they were on their phone, iPad or desktop computer.

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Why Local Matters in Digital

Local digital advertising is about delivering ads based on the vicinity of the consumer, including messaging that supports national brand exposure but is contextually relevant to the in-market consumer. However, a legacy connotation is that local equates to local-only publications such as local newspapers or community magazines. This leads advertisers to raise the skeptical question of, “Why local?”

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To Spend or Not to Spend on RTB, That is the Question

Many analyst firms estimate that Real-Time Bidding (RTB – the ad buying process where bids are placed on impressions in the milliseconds before an ad space loads) will represent 20% of all digital display ad spend by the end of this year.

For media planners and buyers, this method of running campaigns is getting more and more interest as clients continue to ask about it and look for greater precision and efficiencies in their media buys. It behooves us to evaluate how well it drives the advertiser’s objectives. So, how much should we spend on RTB when planning a campaign?

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