• Aubrey Lehrmann

Welcome to The Basis Minute!

Hello! Welcome to The Basis Minute, our monthly newsletter written for Basis users. We’re so grateful to have you as clients and thrilled to deliver Basis resources, product updates, user profiles, and more to your inboxes.

Product Releases Our product teams have been busy improving Basis for you! Check out the past month of releases below with links to more information:

○ Users can now leverage Basis’s AI technology to optimize tactics towards a target CPA. The technology customizes bids based on real-time learnings to generate better results for your campaigns.

○ Basis now automatically syncs media plans to Strata to manage bill pay within SBMS! This saves teams time, improves accuracy, and reduces frustration in the AP process.

○ Basis’s proprietary technology looks at billions of data points, in real time, to make predictions based on a tactic’s setup.

○ Users can now download a csv in the “domain” section of the tactic editor.

○ Comments made within Basis can now be formatted using bold, underline, italics, bulleted lists and numbered lists.


Webinar: Leveraging Basis for New Business Pitches

Winning new business is complicated and intense! Basis can help make your pitch stand out from the rest and bring innovation and creativity back to the new business process. Join us during this webinar for talking points and collateral

Wednesday, November 6th 1:30 ET / 12:30 CT / 10:30 PT

Register here!

Centro Certified: Our fantastic certification events will be back in 2020! The team is setting the schedule now. Stay tuned for dates. Dallas! Meet us in Dallas at the Digital Summit from 12/2 - 12/4 at the Irving Convention Center. St. Louis! We will be at the St. Louis Digital Symposium on 11/21 at the Ballpark Village/Fox Sports Area. Missed an event? Check our resources below.

  • Webinar: Illuminate Your Business Using Insights by Basis Business Intelligence is more critical than ever to the success of your campaigns, accounts, and company. In this webinar for current Basis users, one of our platform experts will demonstrate how to use the Insights feature within Basis. ○ The recording of the webinar is available HERE. To access, please use the password Illumin8ing.

  • Webinar: Bidding with Confidence: Strategies for Media Buyers ○ Real-time bidding (RTB) has been a driving factor in the growth of the digital media ecosystem. As the industry continues to evolve, media buyers are expected to navigate not on guaranteed direct media buys, but biddable media as well. ○ Watch the recording here.

Basis User Spotlight

This month, we’re featuring Basis rock star, Lisa Campolmi. Lisa is a Media Strategist at Verdin Marketing in sunny San Luis Obispo, CA.

Aubrey Lehrmann: Lisa! Thanks for chatting with me. Can you share how you got into media planning and buying? Lisa Campolmi: Sure! After being a classical musician in my early years, I became fascinated with marketing. I spend the bulk of my career in LA and San Luis Obispo in media sales, finally crossing over to the other side of the desk 7 years ago.

AL: What do you like about working in media? LC: I love figuring out what makes people tick, what motivates them and how we can try to get them to engage with our brands. I like remembering that its real people we are talking to: are we annoying them or entertaining them? I like asking my family, friends, and even strangers how they find out about something (did you hear it on the news? Read it online? Social?) I always want to know how they live their lives.

AL: What is your favorite Basis feature and why? LC: I love the ability to see everything that is happening and make quick adjustments, but my real favorite part are the results for clients with the same budget.

AL: What is your favorite marketing campaign that you personally worked on? Why?

LC: Our biggest client is Ventura County Coast. It is a destination 90 minutes north of LA. Tourism is a great marketing niche: the creative is fun and engaging and people don't mind seeing exciting outdoor video. We always have multiple tactics for this destination, but last winter during the 'polar vortex" we ran 15 sec video ads in snowed in communities to invite them to come escape the freeze. We ran over 4 months and rotated the locations weekly based on weather. We used this as a test for markets we don't normally target, and guess what? I worked really well. We had huge video completion rates; really good CTRs and most importantly, my client thought I was a genius! We are currently doing a similar campaign targeting hot weather and it is also being well received.

AL: What is your favorite marketing campaign that you didn’t personally work on? Why? LC: This past year Africa tourism did a great campaign based on the slur "Go back to Africa" that has been in the news lately. It used hate speech from social media to show how wonderful, rich and cultural Africa is. We rarely have big budgets and clients who are up for something that out of the box, but it was really great to see marketing speak to social justice and tourism.

AL: We love the energy you bring to your job. Outside of media, how do you spend your time? LC: I’m a big dog lover and always have multiple random dogs. My adult daughter trains service dogs, and my adult son is a famous Opera singer who travels the world. I'm also super into crafting and DIY stuff, and used to spend every weekend racing sailboats.

Listen here!

New Episode! AdTech Unfiltered with Noor Naseer: Growth Hack your Ad Career This month on AdTech Unfiltered: Meet Anas Ghazi, an ad exec who worked his way to the C-suite in just six years! Tune in to hear Anas speak to the tools and his experiences that carried him from an aspiring actor - to his current role as a Marketing and Technology Exec at WPP. Find AdTech Unfiltered here.

On our reading list

  • Centro’s VP of Paid Social, Amy Rumpler, recommends checking out Gen Z Audiences Spending More Time on YouTube than Netflix. According to a new report from Piper Jaffray, summarized here by Ad Week, 37% of Teens daily video consumption is spent on YouTube. Among social media sights, Instagram is the most widely used by this same audience, over Snapchat.

  • Our fabulous Media Innovations team, Ryan Manchee, Noor Naseer, and Christine Kim are always on the cutting edge. They suggest looking at the results of Google’s change to first-price auctions in Publishers Enjoy Short-Term CPM Spikes Up To 50% In First Few Days. Google Ad Manager rolled out first-price auctions in September and since then, publishers have seen CPM increases between 9% - 50% as a direct result. Any type of transition of this size will initially see a price fluctuation, however, with bid shading, this is thought to even out over time.

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.

Yours in Basis, Aubrey and the Centro Team

  • Aubrey Lehrmann

Approve Media Plan with Empty Properties (Property without a Line Item)

Users can approve a media plan where a property doesn’t have any line items included.

Cancel Line Items (Passed start date & Without Delivery)

Users can cancel Line Items that have passed their start date when they have no delivery

How To:

  1. Create a Revision

  2. Click to edit the property

  3. Click the three stacked dots menu to the left of the line item

  4. Click “Cancel”

Additional Info:

When in a revision in the Planning Screen, users can cancel line items

  • If line items have spend(or if the Groups and Tactics have spend), the user will be prompted with an error

  • Line items will appear cancelled in the media plan until it is approved

  • Users cannot edit cancelled line items

Users must approve the Media Plan to complete the “Cancel” action

  • Note that there is the potential scenario where the line item has accumulated spend between the user's “cancel” action and their media plan approval. In this scenario, the user will be prompted with an error at the time of approval.

  • Approved media plans will remove line items from view

  • Cancelled line items do not appear in billing reports

Hiding Canceled Line Items

  • When a line item is canceled in "Edit"/Revision mode and Saved, it will appear canceled and stay in view, if "Canceled" is selected in “View Settings”, until the media plan is approved

  • When a line item is canceled in "Edit"/Revision mode and Saved, it will disappear from view, if "Canceled" is NOT selected in “View Settings”

Provide Archive Reason to Vendors

In an effort to reduce any back and forth on an archived (and otherwise “hidden” from view) campaign, the user-selected Archive Reason will be provided to the vendor in Notifications and through the vendor Dashboard Activity Feed.

Save Terms & Conditions at the Client Level

Only Available to Select Clients

  • Users with “Agency Management” Permissions can now upload a Terms & Conditions agreement at the Client level

  • Users with “Client Approval” and “Vendor IOs” Permissions now have the ability to select which Terms & Conditions will be sent with the IO to the Vendor

Uploading Client T&C:

  1. Click into “Agency Account” from the menu

  2. Click on “Clients/Brands”

  3. Click on the client name that you want to apply client-specific T&Cs

  4. There is a new tab called “Terms & Conditions” (A) – click on this tab to add client-specific T&Cs (B)

Sending an IO:

  1. After approval, when in the IO screen, there is a new tab called “Terms & Conditions” (A)

  2. Click on the “Terms & Conditions” tab. There is a drop-down that defaults to the client-specific T&Cs (B)

  3. Click on the drop-down to see the other options for T&Cs (C)

Additional Information:

Uploading Client T&C:

  • The client must already be created to upload T&Cs at the Client level

  • The T&Cs file can be uploaded and deleted in the T&Cs tab after clicking on the Client

  • Basis will only allow one file to be uploaded

  • If a user wants to replace the current file, they will have to delete the existing file and upload another one

Sending an IO:

  • T&Cs will default to Client (if available), then to Vendor (if available), then to Agency

  • Users will see the “Terms & Conditions” tab next to the IO Summary from where they can select which T&C they wish to send with the IO

  • The “Name” input by the user during Terms & Conditions upload will appear in the T&Cs dropdown

  • Basis will not remember the previously selected T&Cs in the last IO

  • The selected T&Cs will return to the default, Client (if available), then to Vendor (if available), then to Agency, and the user would have to select the preferred T&Cs again