• Gabriel Ribadeneira L

Microsoft Ads

For 19 years, Centro has been binding the fragmented digital media ecosystem through unique product features and strategic partnerships.

Today, Basis’ capabilities expand to include Microsoft Ads, a provider of pay-per-click advertising on Bing, Yahoo! and MSN search engines, and a network with 124 million unique searchers.

Through a one-way integration, Basis can ingest delivery data from Microsoft Ads, a leader in the paid search space. The connection facilitates cross-channel campaign management, increases reporting accuracy, and eliminates manual tasks, freeing up time to focus more on strategy.

For instructions on how to add your Microsoft Ads to Basis, visit our help center.

Learn more about Microsoft Ads on their website.

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.

To create, manage, and assign naming conventions, your account must have Agency Management permissions. If your account only has Planning permissions, you can only assign naming conventions. More information about permissions can be found here.

Creating and Managing naming conventions:

  • From the Basis menu, navigate to Agency Account > Client/Brands > choose a Client

  • Switch to the Naming Conventions tab and click on the Create button

  • Create a naming convention by giving it a name and defining standard and custom fields

  • Once ready, click on the Save button

Assigning naming conventions:

  • Create a new media plan or edit an existing one

  • Enter the name, budget, type and now select a naming convention

  • Click Save when finished

When you create a new line item, the naming convention will auto-populate with the fields you’ve chosen, creating harmonized records.

  • Aubrey Lehrmann

This is The Basis Minute, June 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.

Hello, Spring!

Our teams have been working to bring more functionality, color, and vibrancy to the way you experience Basis.


Focus on what is most important, connect with your team, and increase productivity.

Basis' dashboard includes a gallery of widgets and a comments feed to give you a holistic view of your account and help you prioritize your tasks. You can set this dashboard as your home screen from My Settings. Learn more about the dashboard and its capabilities.

Campaign Performance Presentations

Grow your business with polished presentations that highlight your campaigns. Through a unique reporting option, Basis generates PowerPoint slides that narrate your campaign’s journey to success. Customize the presentation with your branding and quickly share it with anyone inside or outside your organization. Download a presentation today from the Reporting section in Basis. Find more information here.

Google Data Studio Connector

Access to visual and customized data empowers your organization.

Basis passes planning and delivery data to Google Data Studio so you can create interactive reporting dashboards. This provides your stakeholders with access to real-time information and showcases your campaign’s success.

To learn more and get detailed instructions on how to connect Basis to Google Data Studio, click here.

Wait, there's more!

Basis also added the following tools to improve your workflow:

• Accelerate campaign creation with Tactic Templates you can save and use at any time.

• Quickly copy line items and choose if you want to include the groups and tactics in it.

And we are not done yet!

Stay up to date with all the latest enhancements through our blog - product updates are posted every week and we have lots in store for you!

It's a great time to try to Native!

Native ads align content with form, function, and feel of the webpage. When compared to standard display, Native ads can:

  • Drive more attention and brand lift

  • Result in 18% higher lift in purchase intent

  • Increase brand affinity by 9%

  • Drive an 8.8x higher CTR

Execute Native with these recommended PMPs**:

New Native PMPs:

Top-performing favorites:

**Basis login required to view PMP details

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

Centro webinars

Upcoming Webinar! Emerging Social Platforms Wednesday, May 27th, 2020 1:30 ET / 12:30 CT / 10:30 PT With most of the world now practicing social distancing, emerging social platforms such as TikTok, Reddit, and Pinterest have grown at insurmountable rates. In our upcoming webinar on Wednesday, May 27th, you’ll learn about:

  • Recent user and engagement growth across emerging social platforms

  • The varying opportunities across TikTok, Reddit, and Pinterest, and

  • How advertisers can leverage creative media across these platforms.

Register today to join us on May 27th.

Recent webinars:

Industries in Flux: From the Home Office

COVID-19 has changed our world, and the economy is experiencing unprecedented change across all industries. Catch up on our conversations with industry experts to address how specific verticals are pivoting in real-time to adapt. Each week, we focused on a different industry, and shared strategies based upon consumer trends and changes in media consumption. PART 1: Advertising Through Crisis PART 2: State of QSRs PART 3: State of Pharma and Health PART 4: State of CPG PART 5: State of Education

Access all recordings here!

Centro Certified has gone virtual

Basis Foundations

Begins June 1st, 2020

The virtual Basis Foundations is spread out over 3 weeks and meets twice a week for 2 hours at a time. This 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! Centro’s Basis experts will share best practices and use cases from every stage of the campaign process.

Get #centrocertified! Join us.

Basis Foundations 2.0

Begins June 2nd, 2020

The virtual Basis Foundations 2.0 is spread out over 3 weeks and meets twice a week for 2 hours at a time. This 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. If you have the foundations down (i.e., you’re comfortable with the hierarchy naming conventions, group and daily budget settings, etc.) – then this is for you. 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:

Think Clearly Under Pressure with Lola Wright

This episode features speaker, author, and coach Lola Wright, who supports teams from an array of industries through transition and conflict.

Listen in as she discusses how advertising professionals—or anyone—can work better in these adverse and unusual times, both personally and professionally. 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 May 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 May 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 and we can set up time for you to share your story with us.

Life is better with Basis,

Your Centro Team

  • amyrumpler

We're excited for this month's Social Media Innovation List Email, or SMILE, because the theme of the month is definitely INNOVATION.

With increases in usage continuing to hold strong across many social apps and networks, publishers have announced fast feature releases to help channel user engagement into strong ROI for brands—specifically in the areas of e-commerce, direct-response and video.

Report: Social Networks See Boost In Engagement, But Not Equally

eMarketer expects time spent per day on social media for US adults to equal 1 hour, 22 minutes in 2020. This report breaks down engagement increases across Facebook, Instagram and Snapchat—and predicts that Instagram will be the winner in terms of seeing the biggest percentage increase in time spent between the three.

Facebook Releases Shops and Other E-Commerce Features

Aimed at allowing small and midsized businesses to make their goods available for sale online, Shops allows you to set up an online store accessible via Facebook and Instagram. Businesses can feature items from catalogs and customize the shop’s design. If Instagram Checkout is enabled, shoppers can checkout from within the shop. They can also contact the business through Messenger to ask questions, get support, and track deliveries. With more e-commerce features coming soon, the move resulted in an all-time high of Facebook shares this week.

TikTok Also Expanding Shopping Features

While their current e-commerce tools are not as robust as Instagram’s or Pinterest’s features, TikTok is testing a “Shop Now” call to action in creator videos. Ad revenues will be split between TikTok and the creator, and the feature allows links between influencer content and branded e-commerce ads. The timing is interesting as TikTok has made other large moves recently, naming Disney’s head of streaming as their new CEO. Definitely seems to point to a strong strategy for U.S. growth in the years to come.

Chipotle Shows Off new App Features in TikTok Campaign

What I think is most interesting about this campaign is how Chipotle is looking to leverage the leaned in mobile audience on TikTok to promote usage of their new app features, at a time when many customers are still unable or hesitant to walk into a restaurant to place an order. The brand’s TikTok videos revealed how users will be able to customize their orders and offered $1 delivery on any order of $10 or more until May 31.

Pinterest Launches Shopify Partnership

Now any merchant using Shopify’s platform can easily upload product catalogs to Pinterest and turn them into Shoppable Pins. The integration also includes new features around tag installation, pixel set-up and automatic updates of catalog details, creating better automation around the Shoppable Pins opportunity. Pinterest also recently launched Shopping Spotlights, giving pinners access to expert recommendations from tastemakers and publishers. These posts appear on the search tab, and link directly to in-stock retailer product pages: which can now be powered by this Shopify integration.

Takeaways from Twitter’s Q1 Earnings Call: Direct Response is Top Priority

The platform reported that they aim to accelerate their road map for direct-response advertising, beginning with improvements to their mobile app download ad format. There are definite signs discussed in this report as well that their increase in user engagement might be short lived, as the number of daily active users is already starting to re-stabilize after significant gains in March.

Reddit Launches Cryptocurrency to Reward Users for Engagement

The new currency can be used to buy exclusive badges, animated emoji’s and to unlock the ability to respond to Reddit comments using gifs. As opposed to other in-app rewards programs, this one is powered by the Ethereum network—meaning as users get used to the idea of currency on the platform, Reddit is paving the way for to eventually build the program into a valuable general exchange (where users could purchase goods, content and subscriptions, or trade with other users.)

Report: Live Video Replacing In-Person Interactions

Topping the list of videoconferencing services used by US adults in a recent survey is Apple’s FaceTime; with Facebook Messenger coming in second (above Zoom, Skype, WhatsApp and other options.) This report also discusses Facebook’s recent release of Messenger Rooms, their new live videoconferencing solution designed to host up to 50 people at one time, which will eventually be integrated and accessible from across their family of apps and services.

Facebook Adds Native Targeting, Nielsen DMA’s to In-Stream Reserve

While in-stream reserve buying launched in early 2019 as a way for media buyers to purchase inventory that aligns with premium content from top-tier publishers and creators, these new targeting options now make it easier to run more regional campaigns during the pandemic. AdWeek also shares here some results of a study run last October among people who watch publisher videos on Facebook to understand why they watch them, how they share them, and why. (NOTE: Centro’s social team does have access to in-stream reserve inventory; please let us know if you are interested!)

Facebook Creates a Chatbot Using Reddit Posts

The program was trained on how to respond and interact with humans based on 1.5 billion examples of human interactions, on Reddit. While not at all perfect, this experts believe this is a step in the right direction to make Chatbots more interactive, automated, and able to respond with all of the nuances of a human.

Facebook Acquires Giphy

The Gif library and creator platform will be folded into Instagram, making it easier for users to incorporate GIF’s and stickers into Stories and Posts. Snapchat and Twitter haven’t yet commented on whether their relationships with Giphy will be impacted (Giphy GIF’s can currently be integrated into Tweets and Snaps.)

LinkedIn Adds Polls and Live Video-Based Events

In an effort to focus on capturing increased engagement, LinkedIn is focused on how to recreate a virtual office environment and make it easy for users to conduct essential work remotely. These new tools let users canvas for opinions and create and broadcast live video events.

ICYMI (In Case You Missed It)…

Here are a few useful webinars some of the social publishers have shared recently – recordings can be found at the links below for those that have already passed!

And just for fun…

Facebook has Avatars Now: Here’s How to Make One!