Centro Blog

Well, it’s finally here.  Are you planning to pick one up?  With today’s announcement of the iPhone 5, millions of consumers will shortly be gearing up to wait in enormous lines and pick up the latest piece of consumer technology.  However, this one could be a big deal.  Some analysts are predicting the potential of Apple moving 10MM devices by the end of September.  Additionally, the market is prime for a new iPhone.  50% of the US market still doesn’t own a smartphone and this is the first major redesign for the iPhone since June 2010 (iPhone 4).  

I recently read a great article on Digiday called The Ad Network Transparency Conspiracy that resonated with me – I felt it aligned perfectly with some industry challenges Centro has aimed to address. If you ask any media planner or buyer to think back to when they studied media planning and were asked to create a “dream campaign,” they’d probably tell you that they hadn’t yet gained understanding of the challenges execution poses in reality. And I seriously doubt that anyone would have relied on networks to account for much of their plan.

“The act of clicking on a display ad is experiencing rapid attrition in the current digital marketplace. Today, marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84% of internet users who don’t click on an ad.” Linda Anderson, comScore VP Marketing Solutions View-through attribution: A performance metric that propagates heated debate between display planners and search marketers – and jump starts perpetual headaches for CMO’s. As a self-identified data nerd, I am always perusing the internets for stimulating perspectives on this idea of “attribution.” The rousing POV below is my READ MORE

Is mobile an essential part of your marketing mix? A new MMA (Mobile Marketing Association) study concludes that the optimized level of spend on mobile advertising for U.S. marketers in 2012 should be 7% (on avg.) vs. the current budget allocation of less than 1%. Findings also reveal over the next 4 years, mobile’s share will increase to at least 10% (on avg.) based on increased adoption of smartphones alone.

(Part III) Adding third-party digital media logistics experts to a service provider adds another layer to the evolution of the industry. According to Craig Montgomery, principal of marketing strategy firm CMG partners, “It can be done, but it will take time and there will be some carnage along the way.” Montgomery contends that adding outside support staff can and will happen if the process can be codified and commoditized. The first step is for a company to realize that digital media logistics is not its core competency and that service providers can do it better, for less.