The Basis Minute | July 2020

This is The Basis Minute, July edition! 

Welcome to The Basis Minute, our monthly newsletter written specifically for Basis users.  Each month, we’re excited to deliver Basis resources, product updates, user profiles, and more to your inboxes.

Basis Updates

Coming Soon: Basis Assistant! 

Be the first to see the latest innovation in Ad Tech!  

Capture all campaign notes and optimizations across your entire advertising toolchain, without switching programs.

Join our CEO and Founder, Shawn Riegsecker, on July 15th for a LIVE product demo. 

Register now.

Microsoft Ads

Manage DSP, direct, search, and social campaigns from a single interface! Basis now facilitates a one-way integration with Microsoft Ads, a provider of pay-per-click advertising with access to a network of 124 million unique searchers across Bing, Yahoo! and MSN. With Microsoft Ads you can:

• Help customers find your business information quickly.

• Boost online and foot traffic to your website and store.

• Drive more leads, conversions, and sales.

• Achieve goals unique to your business.

• Give consumers more information about your business with ad extensions.

Read more here.

Creative flighting

Schedule up to ten different dates for each creative linked to a tactic! With Creative Flighting, you determine when each ad goes live and when it pauses. Read more here.

Manage Delivery

Mapping delivery sources is now easier with a full-view screen. 

The new Delivery tab allows you to Link Sources, Upload Delivery, Manage Selective Metrics & Bulk Metrics, Track Conversions, and Map Delivery Sources to applicable line items. 

Read more here.

Naming Conventions 

Automate the process of creating and exporting ad tags.

With this feature, you can create naming formulas that standardize your nomenclature and improve how data is organized in Basis. Once saved, these can be applied to all line items, expediting the ad tag creation processes and maintaining elements properly labeled free of mistakes, or typos. 

Read more here.

Get excited about CTV!

Discover new and improved CTV PMPs within the Private Deals Library!  Access premium partners and gain access to first party or third party data extensions on this popular device type. Uncover detailed site lists, inventory analytics for directional forecasting through the PMP details and analytics sections. Execute CTV with these recommended PMPs:

• Verizon – highlights: CBS, Hispanic

• Roku – highlights: Cord Cutters, Spanish, Female Millennials, Children in HH, Sports

• Sling TV – highlights: Demo (Age & HHI), Spanish, ESPN, HH with kids, Entertainment

• Hulu – highlights: Gamers, Lifestyle, Parents, Sports

• Tubi – highlights: LDA Compliant, Rated R

• Telaria – highlights: Spanish, Full Episode Player, Homeowners, News, CBD/Cannabis, A&E

• Xandr– highlights: DIRECTV, Sports, AT&T

We're here to help! Reach out to your CSM to discuss how CTV can fit your campaigns and goals.

Upcoming webinars

Adweek Elevate / Cannabis and CBD

Wednesday, July 8th, 2020

1:00 ET / 12:00 CT / 10:00 PT

Cannabis and CBD at a Turning Point. 

The cannabis and CBD brand landscape has changed dramatically in recent years as the industry has undergone financial turmoil, byzantine regulatory hurdles and now a drawn-out quarantine disrupting the dispensary model. 

What will the industry look like on the other side, and how will marketers, investors and advocates help make the most of this new era? 

Adweek's editors and industry experts talk to brand leaders, analysts and high-profile personalities about where the field is headed next. 

Secure your virtual spot.

Breakthrough 2020 Series

In the Breakthrough 2020 webinar series, Centro features clients who have gotten creative in times of uncertainty. Our guests share the challenges they’ve faced, the tough calls they’ve made, and how it’s all played out against the backdrop of 2020.

Part 3: Transforming Travel

Wednesday, July 1st, 2020

1:00 ET / 12:00 CT / 10:00 PT

COVID-19 hit the travel industry hard—but it's not all bad news! Tune in to part 3 of the Breakthrough 2020 series to hear how Jay Salyers, SVP at Miles Partnership, is working to accelerate recovery for his clients.

Register here.

Part 4: Reinvention Through Expansion

Wednesday, July 8th, 2020

1:00 ET / 12:00 CT / 10:00 PT

Eric Myers, President of Belo + Company, will share how traditional publishers can reinvent themselves through the expansion of services, while building trust and delivering results for local clients.

Sign up now.

Recent webinars

Breakthrough 2020 Series

Part 1: Focus and Strategy

Part 1 features Matt Wilson, President/COO of Eastport Holdings, who shares how his agency network responded to the COVID-19 pandemic with focus and strategy to come out stronger. 

Catch up here.

Part 2: Creating Experiences

Part 2 features Mary Ellen Dugan, CMO of WP Engine, who discusses how digital experience creators need to quickly adapt to serve the masses and help businesses of all sizes press ahead. 

Watch the recording now.

Centro Certified has gone virtual

Basis Foundations

Next session begins August 4th, 2020

The virtual Basis Foundations is designed for new Basis users that are responsible for the day-to-day buying in Basis. We’ll take you through a full campaign cycle – from hierarchy naming conventions, and group and daily budget settings, to conversion tracking, optimizations and more! 

Get #centrocertified! Join us.

Basis Foundations 2.0

Begins September 1st, 2020

The virtual Basis Foundations 2.0 is designed for existing Basis clients with a firm understanding of campaign set-up and looking to build a new set of capabilities within Basis.  Enhance existing knowledge, gain new strategies and execution tactics, and learn the ins and outs of mobile, connected TV, video, native, audio campaigns – and more!  

Join us on this new journey to become #centrocertified! Learn more now.

Listen Here!

New episode! AdTech Unfiltered with Noor Naseer:

The Art of the Subscription Box with Dustin McAdams

Dustin McAdams, CEO of petcare subscription service PupJoy, joins the podcast to share what he’s learned in his pursuit of offering the best customer care in the subscription services space.

Listen now.

On Our Reading List

DIAL: Digital Innovations Awesome List

Our fabulous Media Innovations team, Ryan Manchee, Noor Naseer, and Christine Kim are always on the cutting edge. Check out their recommendations on what to read from this month’s Digital Innovations Awesome List (DIAL):

Read the June 2020 DIAL.

SMILE: Social Media Innovations List Email

Centro’s VP of Paid Social, Amy Rumpler, recommends taking a look at social trends and updates in the Social Media Innovations List Email (SMILE):

Read the June 2020 SMILE.

We're Listening!

Feedback makes us better. If you have something to share with us, praise or where we can improve, please don’t hesitate to reach out. You can also send any feedback to me and I will route it to the correct channels.

Product feedback: We’re all ears! Please share any thoughts or ideas you have with your CSM.

Newsletter: Feel free to share any feedback or comments.

Love being a Basis customer? We want to hear from you! Please reach out to aubrey.lehrmann@centro.net and we can set up time for you to share your story with us.

Life is better with Basis,

Your Centro Team

Basis Releases: 7/1/20

Enhancements to the Delivery Tab

Basis's new Delivery tab was released in early June and makes mapping delivery sources even easier with a full screen workspace.

Our latest enhancement to this view shows the number of mapped sources for each line item. This allows for quick scanning and a visual QA that your campaign is mapped correctly.

Detailed information about the new Delivery tab can be found here.

S.M.I.L.E. in June 2020

Welcome to the June 2020 edition of the Social Media Innovation List Email, or SMILE! Here are resources to help keep you up to date on the latest announcements, articles, features and reports related to Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest… and more.

Mark Zuckerberg: Facebook Campaign to Boost Voter Registration

In USA Today, the Facebook founder published this Op-Ed outlining how they plan to launch a new campaign to prevent voter suppression and encourage over 4 million people to vote. This includes building a new Voting Information Center at the top of the Facebook and Instagram Feed, as they expect more than 160 million people to seek authoritative information on the upcoming elections over the following months. They also plan to continue efforts to protect against fraudulent advertising during this election season, and allowing the ability to turn off all political ads in the newsfeed.

Report: US Social Media Usage Changes

This latest report from eMarketer looks to explain what has changed for social media users since the beginning of the pandemic; addresses which specific social media activities are gaining more attention (time in feed, messaging, live streaming, gaming); and, breaks down the latest statistics for each major social platform. They also make some long-term predictions for how long this engagement increase can be expected to last. Spoiler alert: trends will start to moderate in late 2020, with a potentially more visible return to pre-COVID levels by later in 2021—although, for the time being, many people (67%) surveyed a by a recent Business Insider Intelligence survey estimated that they are spending 1 hour of time or more on social media per day.

Non-Medical Facemask Ads Allowed on Facebook

Heads up: the platform recently updated their temporary ban on products (such as face masks) that could lead to scams, misleading medical claims, supply shortages, and inflated prices—and are now allowing the promotion of non-medical face masks in organic posts, ads and commerce listings.

Facebook and AppsFlyer Provide Campaign-level ROAS Data

The new measurement solution allows gaming application developers to measure revenue in-app in order to calculate return on ad spend as a result of Facebook and Facebook Audience Network campaigns. Prior to the integration, ROAS calculations were estimated and imprecise.

Facebook Report: How Machine Learning is Used to Deliver Ads

Facebook recently published some additional information and hosted a webinar explaining how their ad products are designed to deliver value for both people and businesses through machine learning. Common questions answered here include: How does Facebook decide which ads to show people? How do they use machine learning to inform ad delivery? How does that improve the experience for users? And finally – what controls can people utilize to help determine what ads they see?

Snapchat Dynamic Product Ads Available Worldwide

The feature (similar to another product available on Facebook) lets brands automatically create ads in real-time based on product catalogs, and interactions users are taking on-site to engage with those products. This Ad Week article includes some great visuals on how the ads work. More upcoming Snap features—such as a range of new AR lenses, a new function bar to improve in-app navigation, and a variety of new content in Discover and Stories—was also announced at their recent partner summit.

Twitter Insights: How the Dining Industry is Adapting

During the pandemic, Twitter analyzed conversations around dining to determine how users were changing their eating habits—and how brands were responding. This report provides some great examples of how advertisers are leaning into the platform to show support for the community, offer deals and new menu items, protect quality and sanitation, and using humor to provide moments of levity.

Twitter Allowing Short-Form Audio Recordings

The platform revealed today a new feature that lets users record and tweet up to 140 seconds of audio. The feature will be limited to certain iOS users at first, but will quickly roll out to everyone in the coming weeks.

TikTok Is Growing Up, and So Are It’s Users

In this brief history of TikTok, Ad Week discusses their recent growth during the pandemic, and emerging data that shows millennials are making up a greater share of the app’s user base than ever before. “Not only are more people using it because it’s fresh, but because people now actually have time to sit and watch things on their phone and have time left to create content,” says Alex Devlin, a WME talent agent who represents TikTok influencers.

Watch (:08): Marketing In Uncertain Times with LinkedIn

Penry Pence, VP of marketing solutions at LinkedIn, joins eMarketer VP of business development Marissa Coslov to discuss the platform’s response to COVID-19. Penry shares how strategy has shifted to support new behavior around job searching and sales activity, best practices for how advertisers can adjust, and considerations for the future.

LinkedIn Adds Retargeting by Video Views, Lead-Gen Form Activity

The new features rolls out to Ads Manager over the next month, allowing marketers to retarget people who completed a certain percentage of a video, or opened and submitted a Lead form. The goal of the new feature is to help brands message users based on where they are in the purchase process.

Pinterest Pushes Into Online Grocery

Last June, the platform started testing a new feature that lets users purchase groceries directly from the site. Image seeing a photo of a dish or recipe you like, and clicking to order all of the items needed to recreate it at home. With recent events, and a surge in search queries on Pinterest related to topics like “cooking tips”, CPG food brands like Hormel have started to lean into this new shoppable ad format with positive results.