Centro Expands Winning Political Advertising Solutions
Centro Promotes Grace Briscoe to Vice President to Lead Candidates and Causes Division;
Political Advertising Requires Flexible Technology and Service Solutions
Washington, DC – Nov. 16, 2015 – Centro (www.centro.net), a provider of enterprise-class software for digital advertising, today announced the expansion of customizable digital advertising solutions for political and advocacy campaigns. As part of the announcement, Centro promoted Grace Briscoe to Vice President to lead a newly created Candidates and Causes business unit, which delivers digital media expertise and technology that political marketers need to drive action from key voter constituents. Since joining Centro nearly a decade ago, Grace has guided the company’s most important political advertising clients.
The complexity of channels, sites, content, ad units, devices and data in digital media are increasingly difficult to navigate for political marketers. Centro helps these marketers precisely target loyal and important audiences who can swing a vote, through multi-layered technology-driven solutions that include:
- Proprietary cross-channel programmatic ad platform that empowers political agencies and teams to execute and control digital campaigns with full transparency and control
- Precision targeting based on voter file data integrations and sophisticated predictive models around key issues
- Tailored mobile audiences built from location data patterns to target residents of a congressional district regardless of their location at any moment
- Scalable high-impact advertising across influential local and national sites
- Private exchange of brand-safe journalistic content sites nationwide
- Flexible service models, including a rapid response taskforce to facilitate the speed required in political campaigns
“In politics, there are only two outcomes – you win or you lose. Through the years, Centro has demonstrated incredible proficiency in blending political marketing and digital media to consistently drive winning outcomes – from the local level to the highest post in the country,” said Grace Briscoe, VP of Candidates and Causes at Centro. “We know that each campaign and each cause face unique challenges, therefore, we’ve tailored flexible technology, data and service solutions that can maximize the effectiveness of ad dollars at every level.”
Centro has been at the forefront political advertising in digital media since 2006, having worked with more than 150 political campaigns and independent expenditure committees, and 400 issue advocacy advertisers. Centro’s Washington, DC, office has been established for five years and has more than 20 team members with political expertise — allowing for separation of teams aligned with partisan work. Centro has also staffed regional offices across the country with subject matter experts for digital advertising in the political arena and will be adding additional category specialists in major U.S. regions.
In every election cycle, there are a multitude of political and advocacy campaigns vying for attention from voters. Digital has emerged as a critical awareness and engagement channel for political campaigns, and there is a huge opportunity for these groups to leverage technology to their advantage in 2016. The targeting capabilities, efficiency and scale achievable in digital media would appeal to political and issue advertisers looking to maximize the impact of their funds.
Centro (www.centro.net) is creating a platform to make digital advertising easier. Its enterprise-class software centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Our holistic approach gives marketers a single system of record to fulfill their research, planning, buying, optimization, reporting and reconciliation needs. Since 2001, Centro has successfully planned and executed more than 250,000 campaigns across all digital display platforms and ad format types. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
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