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Analyzes Industry-Wide Digital Ad Performance Trends for Media Planning and Reporting; Measures KPIs Across Publisher-Direct, Programmatic, Search and Social Buying
Chicago – October 19, 2021 -- Basis Technologies (https://www.basis.net), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today released research and benchmarking capabilities on its Basis platform. Basis Technologies previously operated as ‘Centro.’ Its platform now provides a proprietary tool, Market Trends, that delivers rapid reporting of industry-wide digital ad performance trends on all major channels and properties. It surfaces metrics on ad spend and KPIs across publisher-direct, programmatic, search and social buying channels. It enables advertisers to reduce time and cost associated with collecting, researching, and organizing data for media planning. Basis is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. It provides a comprehensive selection of buying methods across all channels and devices for all major creative types and formats.
Effective management of omnichannel media strategies requires empirical industry benchmarks for common tactics. However, most research tools for digital advertising data are disconnected from media workflow, and incur significant costs. Free tools have limited views of channels, categories and performance standards. Without research tools, media professionals often rely on a ‘best guess’ of performance goals based on their teams’ past campaign experience. Further, employee attrition causes the organization to lose institutional knowledge on standards or benchmarks. To formulate industry standard objectives for campaigns, advertisers need data about market segments, KPI types, and inventory costs that is easy to gather from a wide base of advertisers.
“Because performance on clients’ campaigns is a differentiator for our business, we appreciate having the research capabilities within Basis that helps enhance our media strategies,” said Carol Gleeson, CEO, Gleeson Digital Strategies. “Basis automates another key process and gives us more market intelligence, which enables our team to move faster and deliver superior results for brands.”
“Basis helps raise the knowledge and capabilities of media professionals at every major juncture in the campaign life cycle. Data about industry trends is readily available for our users because of the breadth and depth of Basis across all verticals, media channels, and goal type,” said Jennifer Schaen, SVP of Basis customer experience, Basis Technologies. “Our research tools give marketers actionable, statistically significant information from campaigns by all types of advertisers to guide the creation of high quality, data-driven media plans.”
Market Trends empowers advertisers to:
Market Trends measures the advertising industry’s spend and performance across channels, properties, verticals and KPIs. It is anonymized and analyzed from ad spend managed in hundreds of thousands of line items by thousands of agencies and brands using Basis over the past five years. Performance metrics being tracked monthly or in pre-set time frames include eCPM, eCPVC, CTR, and Viewability, with more measurements in development. Advertiser segments being tracked include Autos & Vehicles, Finance, Shopping, Sports, Travel and more. Users customize the data to measure performance over time, performance by KPI, performance by property, and spending by media mix.
About Basis Technologies
Basis Technologies (https://basis.com), formerly operating as ‘Centro,’ is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices covering North America, South America and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
Basis Technologies is a Leading Comprehensive, Automated, and Intelligent SaaS Platform for Marketers; Improves the Lives of Marketers and Increases Business Outcomes by Addressing Advertising Complexity
Chicago – October 15, 2021 – Centro, Inc., a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today announced it has changed its corporate name to Basis Global Technologies, Inc. (“Basis Technologies” or the “Company”). Celebrating its 20th corporate anniversary, the Company is rebranding to position its core technology as a focal point of its automation and intelligence vision for enterprises. The Company’s vision is to develop the marketing industry’s most comprehensive, automated, and intelligent SaaS platform. Its Basis platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. It provides a comprehensive selection of buying methods across all channels and devices for all major creative types and formats. For more information visit: https://basis.com.
Marketing operations have become too complex for media professionals and marketing team leaders because of new channels, ad formats, reporting metrics, and more. This expansion is straining marketers, leading to higher labor costs, deteriorating unit economics, decreasing customer service quality, lower efficacy of paid ads, and declining profitability. The marketing industry continues to utilize disparate, legacy point solutions that are disconnected from the core elements of media workflow. Basis Technologies’ mission since the beginning of the Company’s incorporation in October 2001 is to improve the lives of marketers and increase business outcomes through automation.
“Basis Technologies is powering the future of work for the global media industry. Our integrated automation, intelligence and collaboration software is essential for improved performance, increased productivity, faster collaboration, streamlined processes, and better intelligence across all professionals,” said Shawn Riegsecker, CEO, Basis Technologies. “The velocity of industry change is accelerating, leaving a wake of complexity, disorganization, and disconnection of people, processes, and platforms. These problems have led to increasing levels of employee fatigue, exhaustion, frustration, and burnout, and it has become enormously challenging to overcome them with antiquated tools. Our industry requires modern technology solutions built for where the business ecosystem is going, and Basis Technologies is in prime position to lead this era of automation.”
Automation with Basis
Basis unifies and automates all major aspects of digital media operations. It is a single system of record across marketing and advertising functions with comprehensive and connected tools that alleviate the reliance on separate point solutions.
Core elements and solutions weaved together in Basis include:
Benefits for media teams and leaders includes:
Corporate Values and Quality
While operating as Centro, Basis Technologies was building a nationally recognized workplace focused on employee happiness and development. The Company is continuing to drive its core values and culture, and will further add to its team across various skillsets and regions. The Company has numerous open positions in software engineering, product, services, sales, marketing, operations and more. Learn more at: https://basis.com/company/careers.
About Basis Technologies
Basis Technologies (https://www.basis.net), formerly operating as ‘Centro,’ is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices covering North America, South America and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture.
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Contact:
Anthony Loredo
917-573-4157
New Executives Bring Decades of Experience to Help Centro Drive Technology Development, Vision and Market Adoption of its Basis Enterprise Automation Platform for Marketers
Chicago – September 14, 2021 -- Centro (https://www.centro.net), a global provider of enterprise automation technology, today announced the addition of Toby McKenna as SVP of client development and Lee Chow as VP of product strategy. Both McKenna and Chow are joining a senior leadership team focused on driving automation for marketers through the company’s Basis platform. Basis 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.
Toby McKenna is leading Centro’s East region sales team in the U.S. McKenna was previously chief revenue officer at D2C marketing platform AdWallet. She has also served as SVP of global advertising at Bazaarvoice, overseeing the division’s business and revenue growth. Prior to Bazaarvoice, McKenna was EVP and GM for fan engagement platform Answers.com. With nearly two decades of experience leading digital sales and marketing teams at top tier brands such as The New York Times, Priceline, American Express and Yahoo, McKenna's industry expertise spans across media, mobile, and e-commerce.
Lee Chow is overseeing Centro’s product strategy, focused on long-term opportunities and expansion of its technology solution across diverse customer groups. She brings a wide range of experience from video and telecom industries. Lee has served as CMO for the video business unit of global telecom company Huawei. She also spent a significant part of her career in product management and strategy at AT&T with a focus on video. Her three-decade product and engineering career encompassed numerous roles for prominent technology organizations such as Tellabs, 3Com, Motorola and more.
“To fulfill Centro’s vision for media automation in marketing, we continually look to strengthen our team with diverse experiences in product development, software engineering, sales and services,” said Tyler Kelly, president, Centro. “The addition of Toby McKenna and Lee Chow ensures that Centro has the leadership, knowledge and vision to solve marketers’ challenges today and in the future.”
Basis delivers robust, integrated media tools designed for usability and ease of adoption for media professionals at any level in agencies and brands. Customers use it to drive business outcomes by unifying digital operations, integrating otherwise disconnected processes, systems and point solutions to create a seamless workflow and centralized system of record for the marketing enterprise. Learn more here: https://www.centro.net/solutions/basis.
“Advertising complexity continues to increase in our industry. Centro’s unique development approach to Basis brings together disconnected parts of the media workflow process for marketers -- empowering professionals to manage them holistically. Basis is a platform for brands and agencies to run their entire businesses on top of,” said Toby McKenna.
“Automation has been the core tenet of Centro’s product strategy around Basis. Our responsibility is to bolster the tools and technology that customers need today, and envision more possibilities for our industry – anticipating where automation fits and devising how it can be applied,” said Lee Chow.
To continue development and market adoption of Basis, Centro is continuing to recruit across various skillsets and regions. The company has more than 80 open positions in software engineering, product, services, sales, marketing, operations and more. Learn more at: https://www.centro.net/company/careers.
About Centro
Centro (https://www.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 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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Contact:
Anthony Loredo
917-573-4157
Helps Evolve Centro’s Workplace Culture and Engage Employees to Foster Inclusion, Representation, and Equity in Digital Media Industry
Chicago – August 24, 2021 -- Centro (https://centro.net), a global provider of enterprise automation technology, today announced the addition of Lois Castillo as head of diversity, equity and inclusion (DEI). Castillo helps Centro evolve workplace culture, enhance corporate infrastructure and engage employees to foster greater inclusion, representation, and equity in the digital media industry. By adding a business leader who has guided advertising industry companies on implementing internal and external diversity and inclusion programs, Centro is prioritizing an inclusive workplace as it scales and grows rapidly.
Lois Castillo has built a depth of expertise driving diversity and inclusivity at scaled and start-up organizations. Previously director of talent and inclusion at agency Highdive Advertising, Castillo established the agency’s HR organization and architected its practices for staffing, onboarding, training, and employee support. Prior to this role, Castillo held various positions at Leo Burnett, first with a multi-year career working with clients, and then transitioning into roles supporting employee professional development and growth. When promoted as Leo Burnett’s director of inclusion and engagement, she guided numerous aspects of its DEI strategy and goals. Before starting her professional career in the private sector, Castillo served in the U.S. Army for five years. She has multiple accreditations for inclusionary practices and employee development.
“Centro is committed to building a diverse organization that fosters a culture of awareness and drives fairness,” said Joanna Vahlsing, EVP of operations. “Lois Castillo is an accomplished DEI practitioner who unifies and galvanizes professionals at all levels. Her knowledge, vision and fresh thinking brings more accountability and advancement to our DEI programs, which are vital for Centro’s maturity, growth and expansion.”
Diversity, equity and inclusion has been a company-wide priority at Centro and a strategic driver of its business momentum. Castillo’s newly-created cross-functional management role synchronizes, enhances and amplifies the company’s multiple DEI efforts that have been in practice the past few years. Greatly driven by its talent and development group, inclusion efforts have been a key aspect in attracting, developing and retaining Centro’s professional talent.
“Our nationally-recognized workplace culture and consistent year-over-year growth has established Centro as a standard for jointly prioritizing people and profit,” said Lois Castillo. “We want to ensure that diverse audiences and professionals have equal access to the opportunities that forward-thinking companies like ours are providing for the market.”
Centro operates robust programs and has taken multiple steps aimed at inclusivity. Community sponsorships include OneGoal, CodeNation, and Urban Alliance, which serve high school students in underprivileged communities in major cities. It partners with organizations such as COOP, The Boyd Initiative, and Onyx that diversify job applicant pools by providing networking for people of color. Centro provides job candidates with interview guides to ensure equity to make hiring more inclusive. The company also removed college degree requirements in 2020, being mindful of how they have been used to bar certain communities from professional opportunities.
About Centro
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 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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Contact:
Anthony Loredo
917-573-4157
Research Framework Calculates Risk-Adjusted $5.4 Million Net Present Value of Benefits Generated When Brands Use Basis by Centro
Chicago – July 29, 2021 — Centro (https://centro.net), a global provider of enterprise automation technology, today announced the results of an independently researched study showing a 48% return-on-investment (ROI) for advertisers automating on Centro’s Basis platform. Furthermore, enterprise-scale marketing organizations can gain $5.4 million in net present value (NPV) from using Basis. The complete findings are revealed in “The Total Economic Impact of In-Housing with Basis,” a commissioned study conducted by Forrester Consulting on behalf of Centro. Download it here: https://centro.net/guides/2021/07/basis-economic-impact-study.
Forrester Consulting (https://www.forrester.com) provides objective research-based consulting to help leaders succeed in their organizations. Its financial and ROI analysis of Basis customers quantified benefits from:
Forrester Consulting’s Total Economic Impact (TEI) study examines the potential ROI enterprises may realize by deploying Basis. It constructed a framework by interviewing large brands using Basis to better understand the benefits, costs, and risks associated with this investment. This information was rationalized with Forrester’s industry expertise to model a composite company representing an enterprise-scale Basis customer. The study provides marketers with a framework to evaluate the potential financial impact of Basis on their organizations.
“The rapid adoption of Basis has established it as the software of choice for the marketing enterprise to integrate workflow automation, intelligence and programmatic trading,” said Tyler Kelly, president, Centro. “The quantified and qualified benefits of Centro’s technology shows that it is the solution for the ever-growing complexity and disconnection in digital advertising.”
Customer comments published in the study further illustrate the attributes of Basis:
Basis 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. Customers use it to drive business outcomes by unifying digital operations, integrating otherwise disconnected processes, systems and point solutions to create a seamless workflow and centralized system of record for the marketing enterprise. Learn more at https://centro.net/solutions/basis.
In the study, Forrester Consulting also qualifies other benefits of Basis that customers highlight:
About Centro
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 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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Contact:
Anthony Loredo
917-573-4157
Research Sponsored by Point to Point, Centro, and the American Institute of Architects Showcases B2B Marketing Strategies of BPM Industry
Chicago, July 22, 2021 – A new study examining manufacturers of building products and materials reveal that less than 50% review their B2B marketing strategies quarterly, although budgets have risen from 15% of sales (average) in 2019 to 18% in 2021. The ‘Building Materials Manufacturers Marketing Study’ provides data on B2B marketing strategies and behaviors of the building products marketers (BPM) segment, showing how they engage customers such as architects, designers, contractors, building owners and facility managers. The information encompasses opinions from 156 BPM executives from brands selling appliances, flooring, doors, HVAC, cabinets and more.
Sponsored by Point to Point (https://www.pointtopoint.com), Centro (https://centro.net), and the American Institute of Architects (https://www.aia.org), the report is available at: https://www.pointtopoint.com/2021-bpm-research-study-white-paper-download-form.
Additional findings from the report show that:
“The transition to digital-driven, B2B marketing is happening fast, bringing more sophisticated tactics, channels and a wealth of customer data. The effect was magnified in a pandemic year, where marketing plans should be pivoted quickly to keep pace with consumer demand shifts,” said Megan Kacvinsky, CEO, Point to Point. “Point to Point, Centro and the American Institute of Architects created a groundbreaking benchmark study that gives BPMs the data that impacts revenue and operational success.”
Point to Point is a B2B marketing communications agency focused exclusively on the building materials and industrial manufacturing categories. Its technology partner, Centro, provides the industry’s most comprehensive, automated, and intelligent digital media platform — a software solution consolidating digital operations across programmatic, direct, connected TV (CTV), search, and social campaigns.
The data from the report was compiled through a survey of BPM professionals conducted in March 2021. Two-thirds of participating executives were CMOs, directors of business development, or directors of marketing. Most have been in their roles for more than two years, with longer tenures being common. The companies represented in the study comprise a wide range of corporate revenues: 18% with revenues of $100 million to $500 million; 33% with revenues of $500 million to $1 billion; and 49% with revenues of $1 billion or more.
About AIA
Founded in 1857, AIA consistently works to create more valuable, healthy, secure, and sustainable buildings, neighborhoods, and communities. Through more than 200 international, state and local chapters, AIA advocates for public policies that promote economic vitality and public wellbeing.
AIA provides members with tools and resources to assist them in their careers and business as well as engaging civic and government leaders and the public to find solutions to pressing issues facing our communities, institutions, nation, and world. Members adhere to a code of ethics and conduct to ensure the highest professional standards.
About Point to Point
Point To Point, LLC, is composed of B2B marketing communications experts focused exclusively on the building materials and industrial manufacturing categories. We prefer to specialize so clients get the expertise they need to engage their audience and drive results.
Point To Point partners with clients to create data-driven content strategy and campaign performance through six key capabilities: Scalable Engagement, Product Launches, Database Activation, Account-Based Marketing, Driving Specification and Brand Development. Founded in 1982 in Cleveland, Ohio, the agency now has offices in Columbus, Chicago, Minneapolis and Buffalo. Visit Point To Point at https://www.pointtopoint.com.
About Centro
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 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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Contact:
Anthony Loredo
917-573-4157
Privacy-Compliant Cookieless Targeting Feature Powered by Peer39 Analyzes Campaign Audiences to Identify Best-Performing Contextual Categories
Chicago – July 13, 2021 — Centro (https://centro.net), a global provider of enterprise automation technology, today announced a first-of-its-kind cookieless targeting feature that automatically recommends contextual categories based on a marketer’s best-performing audiences. The privacy-compliant contextual analysis is powered by Peer39 (https://www.peer39.com), the leading global provider of pre-bid keyword, contextual, and brand safety solutions for modern marketers. The contextual category recommendation technology is exclusively available in Basis by Centro, 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.
Marketers are supporting consumers’ demands for privacy in digital channels by disentangling campaigns from the use of third-party cookies while exploring innovative ad targeting methods. Contextually targeting the same audience as cookie-reliant campaigns, without automated tools, can be complicated for media professionals. It involves manual analysis of numerous data points from different sources and inferring why certain domains perform well, without knowledge of the content on the page. Basis users are now able to synthesize audience targeting performance in programmatic buying into contextual ad buying that reaches similar customers with more pricing efficiency.
“Addressable advertising is not going away despite the deprecation of third-party cookies, which elevates the importance of contextual tactics. As the ad industry evolves, brands and agencies are equipped with a comprehensive toolset in Basis to effectively engage audiences in digital channels,” said Tyler Kelly, president, Centro. “Peer39 has driven the advancement of contextual advertising far beyond simply identifying content on a page. It powers our advertiser users’ ability to convert audience data into actionable contextual ad targeting seamlessly.”
The technology solution from Centro and Peer39’s collaboration, utilized natively within Basis, analyzes brand insights and performance metrics such as campaign impressions, conversions, completion rates, general KPIs, and others. Based on that first-party advertiser intelligence, Peer39 and Basis predict which contextual targeting categories will perform the best for a brand or campaign, whether or not the original campaign utilized contextual targeting. This analysis is applicable across all types of inventory, including desktop, mobile apps, and CTV.
The technology enables media professionals to:
“The direction of the market is clear, evolving to a privacy-first approach,” said Mario Diez, CEO, Peer39. “Our collaboration with Centro is a landmark initiative providing marketers the visibility, measurement, and optimization insights required to bolster their media performance as they face the deprecation of legacy cookie-based signals.”
About Peer39
Peer39 is an independent data company that provides the largest data set available in the digital advertising ecosystem. Every day, the industry’s leading brands, agencies, and publishers trust Peer39’s AI-powered semantic analysis engine to provide a holistic understanding of page content, meaning, and sentiment. We do this by analyzing the relationship between words on a page, the content of a video, or in an app, ensuring appropriate classification. As people’s time and attention become more fragmented, Peer39 believes that to succeed, you need as much contextual understanding of your audience as possible. We believe that it’s as much about the digital environment as it is about the physical environment. Only then can you deliver the right ad to the right user in the right context.
About Centro
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 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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Contact:
Anthony Loredo
917-573-4157
Definitive 2021 List Showcases Top Agencies and Strategic Partners
Chicago, July 8, 2021 — Centro (centro.net), a global provider of enterprise automation technology, announced that it has been named a 2021 Programmatic Power Player by AdExchanger. AdExchanger is the premier content resource for technology providers, publishers, and marketers active in the marketing technology ecosystem. This is the second year in a row that Centro has been selected for the definitive list described as “the best agencies, tech providers and partners in the business.” Companies were chosen from hundreds of submissions received from across the globe. AdExchanger’s editors evaluated each entry based on the strength and breadth of offerings, documented case studies, and client references.
“AdExchanger is a leading voice in our industry that recognizes the agencies, solutions providers and strategic partners who power marketing technology,” said April Weeks, EVP of media services and operations, Centro. “Centro blends omnichannel digital media expertise, buying services, hands-on training, and our automation platform, Basis, to create a unique solution that drives success and satisfaction for agencies and brands.”
According to AdExchanger (https://www.adexchanger.com/go/power-players/?id=167911), “Centro streamlines and automates digital media for agencies and brands.” Centro is powered by Basis—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. The platform’s nucleus is a top-rated DSP connected to publisher-direct buying functions and integrated with major search and social platforms -- enabling holistic campaign performance insight and workflow efficiencies. Coupled with education and managed services support offered by Centro, these tools provide users with an informed perspective to optimize cross-channel strategies.
Centro’s service team manages activation across all digital channels – enabling customers to execute across display, connected TV, search, social, native, rich media, and audio inventory. Regardless of a customer’s level of experience, Centro’s flexible support model helps agencies and brands seamlessly transition digital media capabilities in-house when they are ready, which provides more control, transparency, and return on ad spend.
To learn more about Basis, visit: https://centro.net/solutions/basis.
To learn more about Centro’s service offerings, visit: https://centro.net/solutions/digital-marketing-services
About AdExchanger
Founded in 2008, AdExchanger is an integrated media and events company devoted to the digital advertising and marketing space.
Our award-winning publication enables the exchange of ideas between all members of the “ecosystem,” including marketers, agencies, publishers, data providers, advertising and marketing technology companies, analysts, the investment community and the press. AdExchanger has 223,000 monthly unique visitors, and editorial newsletters with more than 23,000 subscribers. In addition, we produce Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology, as well as the leading conference in programmatic media PROGRAMMATIC I/O New York.
To learn more and to subscribe, go to https://www.adexchanger.com.
About Centro
Centro (https://centro.net) is a provider of enterprise-class software for digital advertising 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 boosts media, team and business performance by enabling advertisers to plan, buy and analyze real-time bidding (RTB), direct, advanced TV, search and social campaigns in a single platform. Headquartered in Chicago with 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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Contact:
Anthony Loredo
917-573-4157
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.
About Centro
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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Contact:
Anthony Loredo
917-573-4157