The Centro Blog

Our Musings on Digital Media, Technology & Everything In-Between

Why is Video Inventory Lacking in Programmatic Channels?

There’s no question the historical, labor-intensive method of buying media has been disrupted. Today, marketers don’t even need an IO or a relationship with a publisher, as they can log into a system to buy media in an automated fashion. However, programmatic video hasn't quite evolved the way traditional display advertising has.
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Video Everywhere

While digital ad spend continues to increase year over year, a few lingering questions still remain – how are we going to view and manage the dollars that are being shifted over from television budget to digital video? Will television teams buy digital video? What does the future of digital video look like?
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Instagram Doesn’t Have a Dislike Button, So Don’t Try to Dislike the Ads

Despite a lot of complaints about the ads Instagram began running recently, the application is seeing success so far from the ads, Instagram CEO Kevin Systrom said at a conference in early November. The Michael Kors ads drew some complaints for their prominence in peoples’ news feeds, but they have also drawn “very positive comments,” including people recommending the advertised to friends and asking where they can get it
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Bridging the Gap: Behind the Paywall

With declining print sales and the pressure to monetize digital, many newspaper websites have considered putting their content behind a paid or metered wall. A common theme is to bridge the gap between the two revenue streams. The potential of additional revenue via a paid subscription also comes with challenges; most notably a decline in advertising dollars. When a publisher places content behind a paywall, they risk losing readership, leading to less page views, and that means less ad space to be sold. Should online publishers take the plunge? For some online publishers, yes, but it might not the best route for everyone.
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Let’s Get Interactive on Digital Place-Based Screens

While digital place-based (DPB) media reaches on-the-go consumers throughout their day, the inability for consumers to directly engage with DPB screens leaves more to be desired from this medium. However, technological advances are giving DPB a significant role in cross-platform digital programs. Using push and pull messaging technologies via consumer mobile devices, the following methods drive engagement by putting DPB-initiated ads right into consumer’s hands.
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Campaigns of Champions: Congrats to the Q3 Winner!

This quarter’s Campaign of Champions Grand Prize winner was submitted by Callie Crisp. The team on this account is being recognized for their work with a distinguished financial client in creating an evaluation system for scaling the complex process of running rising star units across multiple publishers. The system is used to prioritize key sites and placement opportunities based on the criteria for this client’s campaigns. The grading process and publisher management system has also led to the use of video rising stars and mobile/tablet rising star filmstrip placements being explored across upcoming initiatives.
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Will it be a Mobile First Cyber-Monday?

Two years before the iPhone and five years before any of us had a tablet, Shop.org coined the term Cyber Monday to describe the Monday after Thanksgiving as the online side of the Black Friday retail shopping surge. A 2005 press release explained that consumers were expected to head online in droves on Cyber Monday during work hours (where many had stable Internet connections) to take advantage of sales and holiday specials. That year, consumers spent north of $484 million in e-commerce on Cyber Monday.
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Got Sabbatical? Centro Employees Do

Sabbaticals are Centro’s adult version of those holiday breaks! On top of our generous paid time off benefits, every Centron is eligible for three consecutive (and paid!) weeks off during their 5th, 9th, 13th and 17th year of service. A sabbatical is a celebration of our peeps’ commitment to Centro and a way of showing our gratitude for dedication to this organization.
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Publishers Participating in Exchanges Should Look Closely… There Might Be Hidden Treasure

The effect of real-time bidding (RTB) on publishers has been well documented. Such insights have often focused on the challenges RTB poses for publishers, including how it negatively impacts their direct advertising revenue and relationships.
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Content is Still King with Native

The wheels were already in full motion on “native” digital offering. What is it? Simply put, it is sponsored content designed to be perfectly positioned within the publisher’s editorial content. But, the trouble with this definition is that it can be, and is, so much more than that.
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