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  • Aubrey Lehrmann

Please find the newly released Basis features below:

  • The Basis Dashboard [BETA] now includes new widgets for Proposals and Insertion Orders! The new Dashboard is designed to quickly surface information about your Basis campaigns, personalized to you.

  • Users can now see hits against their Universal Pixels for a given timeframe.


  • Aubrey Lehrmann


The Basis Minute, November edition! Hi Basis friends! This is The Basis Minute, our monthly newsletter written specifically for Basis users. Each month, we’re excited to deliver Basis resources, product updates, industry resources, landscape education, and more straight to your inbox.

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

  • Now Available! Dashboard (Beta)

○ Upon logging into Basis, you will have a customized experience! The dashboard hosts a collection of widgets, and a comments feed to connect team members, increase productivity and add focus. Expect additional widgets in the coming months!


  • Now Available! Factual Audience Designer integration

○ Factual’s Audience solution lets you deliver ads to mobile users based on previous real-world behaviors. Now you can create your own Factual Audience segments directly in Basis from the Inventory Directory.







New Resources and Trainings Our Centro Institute team has developed some new tutorials to get you up-to-speed or brush up on Basis.

  • Basis Tutorials: Workflow

  • Basis Tutorials: DSP

  • The password for all showcases and videos is BasisTutorial2019!

Events Join us for some exciting and educational events in the future.

  • 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.

Missed an event? Catch up on our recent activity below.

  • 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. In a world where you're asked to squeeze margins and shave down CPMs, it can seem like a race to the bottom. Basis can help you bring innovation and creativity back to the new business process.

Webinar recording | Please use the password: Basis4NewBiz

Leveraging Basis for New Business Pitches (Basis-branded slides) | Please use the password: Basis4NewBiz

Leveraging Ad Tech for New Business Pitches (white-labeled slides) | Please use the password: Basis4NewBiz

Product tour video


  • Webinar: The Future of Automation

○ Earlier this year, the 4As set out to create a 360-degree view on the future of programmatic and other forms of automation. In partnership with The 614 Group, Centro is now helping to share the findings of this report to increase awareness of how automation will continue to impact business.

■ Catch up to the future here.


  • Webinar: How to Harness the Power of Data

○ Data is the most powerful asset marketers have available to them. At the same time, using that data effectively is one of the most challenging aspects of the job. In this month’s webinar, we’ll share the marketer’s blueprint for data strategy.

■ The recording can be found here.

Listen here!

New Episode! AdTech Unfiltered with Noor Naseer: Selling the American

Dream (with James Schwartz)


James Schwarz is tasked to do a whole lot more than sell the American dream. He’s helping people fulfill the goal of buying and selling property across the globe in over 100 countries. He’s also working to attract and retain realtors by providing innovative marketing tools that help close deals. As VP of Marketing & Media Strategies at RE/MAX, Schwartz oversees digital marketing, media and creative services for the noted real estate company’s more than 6,800 offices and over 100,000 agents. James shares the challenges the company faces in a crowded and competitive marketplace and how RE/MAX is making it easy for realtors to use digital tactics to get in front of prospective buyers and sellers. The episode is available now via Apple Podcasts, Google Podcasts, Spotify and wherever you listen to podcasts. Search for ‘AdTech Unfiltered’ in your favorite podcasting app to subscribe.


















Spotlight on...

We’ve joined forces with OmniVirt to introduce an innovative opportunity to help you level up campaign performance in Basis. OmniVirt can transform your existing display assets into 3D ads for better performance. Check out their demo to see an example of a 3D ad!


How it works:

  • OmniVirt receives your JPG or PSD display asset and converts into 3D.

  • An HTML5 ad tag (for each display asset) is then served across your desired inventory through Basis.

  • These awesome units are served in existing display inventory and are the same size as the original display assets.

  • A serving fee is charged and scales down based on impression volume.






Results: Brands like Paramount Pictures, Facebook, and Little Caesar's are seeing 30-300% increases in digital KPIs, including click-through rate and conversions.

To get started, contact Michael Rucker at michael@omnivirt.com.

What's on our reading 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):


  • Can Contextual Targeting Replace Third-Party Cookies?

  • As the California Consumer Privacy Act goes into effect in January of 2020, companies are preparing for advertisers to use more contextual targeting. While some agencies believe that contextual targeting is only a band-aid, others believe that the level of contextual targeting will become more sophisticated. For example, advertisers can create dynamic keyword targeting lists in 33 different languages that automatically get updated based on what’s likely to achieve higher performance and reach.


  • Solving OOH's attribution problem takes on new urgency amid a renaissance

  • With OOH being one of the few non-digital categories growing (4.5% in 2018 over 2017, upwards of $8 billion), the challenge around attribution remains one of the channel’s biggest challenges, with brands are unsure how to measure how many people actually saw an ad and what, if any, impact it had on the viewer. As lines continue to blur between traditional and digital ad buying and execution, new innovations in measurement are offering ways for savvy marketers to more deeply understand the impact of OOH.

Centro’s VP of Paid Social, Amy Rumpler, recommends reading through the following articles in her Social Media Innovation List E-mail (SMILE):

○ In a September 2019 survey of US Teens, 2% said TikTok is the social platform they use most often

○ 12% of internet users from 16-64 in North America used TikTok in Q2 2019

○ 63% of the apps users are in the Asia-Pacific region (not including China)

○ Brand safety issues, content censorship and privacy concerns may hold some brands back from investing in the platform

○ Douyin, older sibling to TikTok, is starting to affect usage of WeChat in some demographics: new features such as shopping integrations and more quality content are helping to drive engagement.

○ In the US, TikTok is the ninth-largest mobile social media pp among adults, with a unique visitor count of 37% of Twitter, 15% of Snapchat, and 10% of Facebook/Instagram.

○ 75% of US adults say they watch video on YouTube, 56% choose Facebook, and 8% use TikTok.

○ 17% of internet users 10 to 17 check the app daily, ranking it 14th of all apps surveyed (YouTube, Netflix, Instagram, Facebook, Snapchat, Amazon Prime, Hulu, Fortnite, Twitter and Candy Crush rounded out the top 10.)


  • Facebook Report: Video Streaming Trends

  • Facebook commissioned Accenture to find out how video streaming trends are playing out in key markets across the globe. Aside from providing important data points on how video streaming users in each market are consuming content across one or more services, the report also breaks down the key takeaways marketers should keep in mind when creating content and channel strategies.


  • Verizon to Pre-Install Snapchat on 5G Phones

  • The two compVerizon to Pre-Install Snapchat on 5G Phonesanies recently announced a partnership that will give Verizon ad placement in Snap Originals programming, and will allow the company to work with Verizon’s 5G Labs to build AR experiences for live events and Verizon marketing activations. On the flip side, Verizon aims to show off their 5G tech by allowing the app, their filters and AR to load quickly on new devices. This move has interesting timing, as Fast Company also recently published excerpts from a report that shows the demographic growing the most of the platform is no longer the 11 to 17 year old set, but in fact the above 35 year old crowd.


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.

Love being a Basis customer? We want to hear from you! Please reply to me and we can set up time for you to share your story with us.

Life is better with Basis, Your Centro Team

  • 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.

Events

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