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1 Unified Approach: Display March 2015. 2 PROPOSAL Creative Spec’s Delivery Traffic Billing The Method.

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Presentation on theme: "1 Unified Approach: Display March 2015. 2 PROPOSAL Creative Spec’s Delivery Traffic Billing The Method."— Presentation transcript:

1 1 Unified Approach: Display March 2015

2 2 PROPOSAL Creative Spec’s Delivery Traffic Billing The Method

3 AGENCIES 6,000+ BRANDS 50,000+ CAMPAIGNS

4 4 SITE-DIRECT UNIFIED APPROACH DISPLAY

5 5 RECOMMENDED FOR Large canvas creative at scale Contextual alignment with very specific high quality content Emotional brand attachment to local for upper funnel marketing Supporting specific events/dates with increased media in select markets Avoiding bot or fraudulent traffic in programmatic buying disciplines NOT RECOMMENDED FOR Plans where acquisition is the primary objective Plans seeking efficiencies via long-tail sites Campaigns where guaranteed delivery is not a priority Campaigns where contextual alignment is not a priority WHEN TO USE SITE-DIRECT

6 6 Historical IO-Based Expertise High Impact/Fixed Position ~$10-$15 eCPM Rotational Site-Direct ~$7eCPM 13 Years of experience 22,000+ campaigns, 5,700 brands, 1,200 agencies Need for Guaranteed The most accurate way to secure 100% fixed positions in digital media and ensure client visibility High impact and sponsorship executions at scale Reserved inventory on content sites in advance and with known quantity Alignment with local publications builds trust and offers targeting flexibility WHY CENTRO SITE-DIRECT

7 7 EXCHANGE UNIFIED APPROACH DISPLAY CBX

8 8 RECOMMENDED FOR Higher quality content at scale Plans that require control over ad placement and site selection Increased scale and efficiency Campaigns where CTR or eCPC is a primary KPI NOT RECOMMENDED FOR Fixed placements Campaigns that require mass reach and scale in smaller markets Custom creative executions and unique ad units Campaigns where cost and performance trump content and ad quality WHEN TO USE PRIVATE EXCHANGE

9 9 Content Quality First look inventory 1,500+ vetted sites with strong journalistic content Trust Metrics certified, 95% of sites with top rating Overall Scale 100mm unique users and nearly 6 billion impressions sold in 2013 Multi-screen: display, tablet, mobile Targeting: geo, channel, site category, day-part Standard IABMobile300x600 CPM Average $3.00$3.50$6.25 CTR Average0.08%0.40%0.19% CPC Average$3.78$0.94$3.40 4% 1% WHY CENTRO BRAND EXCHANGE

10 10 RTB UNIFIED APPROACH DISPLAY

11 11 RECOMMENDED FOR Dynamic rates and delivery Campaigns seeking more efficient rates and maximum scale when activating in local markets When CPA is a primary campaign objective Campaigns that require extensive data integration capabilities and advanced targeting controls NOT RECOMMENDED FOR Campaigns where CTR is a primary KPI Campaigns where content alignment and/or viewability are important Advertisers seeking a high impact presence across specific publications Plans that require custom creative executions WHEN TO USE RTB

12 12 RTB Site Lists ~5.00 CPM Guidance Performance RTB ~2.00 CPM Guidance Technology to target transparent list of sites Efficient supplement to site-direct and exchange buying strategies Ability to layer audience targeting and data filters Find your audience using 1 st and 3 rd party data integrations Extensive geo-targeting controls enable granular location-based targeting Increase performance with a maximum rate of efficiency WHY CENTRO AUDIENCE BUYING

13 13 TRANSPARENCY PRICING EFFICIENCY Site-Direct Transparent buying powered by Centro software to efficiently purchase media across hand picked sites Centro Brand Exchange First look inventory from vetted publishers across 1,500+ sites with a 95% Trust Metric rating Audience Buying Ability to purchase RTB media through a hand picked white list or performance based strategy LEVERAGING CENTRO

14 14 Sample Topics Sample Speakers One Agenda EXAMPLE UNIFIED PLAN SiteMarketSectionPlatformAd TypeDate Impression s CMPTotal Cost Chicago Tribune.com Chicago Homepage Takeover Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /1/2014 1,429,000$16.79$24,000 Philly.comPhiladelphia Homepage Takeover Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /1/2014 1,350,000$20.74$28,000 NYPost.comNew York Homepage Takeover Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /1/ ,000$24.44$22,000 Centro Brand Exchange Chicago DMA RON Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /29/2014 1,031,746$3.25$3,354 Centro Brand Exchange Philadelphia Philly DMA RON Desktop 300x250, 320x50, 728x90 10/1/ /29/2014 1,031,746$3.25$3,353 Centro Brand Exchange New York NYC DMA RON Mobile 300x250, 320x50, 728x90 10/1/ /29/2014 1,031,746$3.25$3,353 Audience Buying ChicagoRON Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /29/2014 1,062,667$5.00$5,314 Audience Buying Philadelphia Philly DMA RON Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /29/2014 1,062,667$5.00$5,314 Audience Buying New YorkRON Mobile, Desktop 300x250, 320x50, 728x90 10/1/ /29/2014 1,062,667$5.00$5,314 Total Chicago, Philly, NYC Multiple Desktop, Mobile Multiple 10/1/ /29/ ,239$10.04$100,000 Plans built in one unified approach Plans optimized across buying types Plans built to outperform KPIs

15 15 THANK YOU


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