• Aubrey Lehrmann


Facebook Adds Carts to WhatsApp

With this new feature, people can browse a catalog of products, select multiple items and send the order as one message to the business to fulfill. For more info on how this works, check out this handy infographic. As a business owner, all that’s needed to enable carts is that you first establish a catalog of products for customers to view.

Report: TikTok Users Around the World

eMarketer predicts that TikTok will continue to be a social powerhouse in 2021. Their updated forecasts assume there will not be a US ban to contend with, and shows that TikTok users are expected to continue to increase through 2024 in many countries around the world (including the US). In the US alone, TikTok’s user base grew y more than 85% this year.

Snapchat Acquires Music App Voisey

Described as a “TikTok for music creation,” Voisey provides a range of vocal effects and backing track options or lets you record your own vocal tracks. Snap may start adding Voisey elements into their main app next year, tapping into the music creation trend on the coattails of TikTok.

Reddit Buys Dubsmash to Compete with TikTok

With significant growth of video on Reddit, this acquisition allows Dubsmash’s video tools to be integrated directly into the social platform’s website and app. The video platform is popular with young, diverse audiences and its users are largely female. According to Reddit, the partnership makes perfect sense as the number of videos posted to subreddit threads doubled in 2020, and the success of TikTok has changed the industry focus entirely.

Introducing Snapchat Spotlight

Late last month the platform rolled out a new tab in the action bar that allows Snapchatters to choose content to feature in Spotlight. The platforms algorithms will then surface the snaps most likely to entertain users, based on their preferences and favorites. While no ads will appear in Spotlight to start, it’s likely that this new feature will become available as a placement for full-screen ad units early next year.

BETA Alert: LinkedIn Story Ads

The Closed BETA program is allowing advertisers to test tapping into their new content format with full-screen video and single-image ads served in both vertical and square orientations as an additional placement from existing sponsored content campaigns. Stories can be used to drive traffic to landing pages, feature industry topics and news, provide product announcements and customer testimonials, or promote upcoming events. Additional BETA testers will be announced in January, with a more broad launch date for all advertisers coming next year.

LinkedIn Report: Understanding the Rising B2B Decision Maker

LinkedIn recently conducted a study to analyze the changing behaviors and attitudes of 17,000 knowledge workers in 10 different markets, age 12 to 40. The thought being, these are the professionals who will influence the structure and behavior of enterprises most in years to come as they move through the ranks and take on more leadership roles in the workplace. This report contains some really interesting insights on how these individuals make decisions around hardware, software, employee perks and benefits, and company events—as well as what is most important to them in the workplace today.

Twitter Integrating with Snapchat, Instagram Coming Soon

iOS users will now be able to add tweets directly into Snapchat snaps, providing more options for sharing tweet conversations. This new feature could help drive users back to Twitter to participate in expanded discussions. For Instagram, Twitter will be testing the ability to share a tweet as a sticker in a Story.


Facebook Report - Road to Recovery for Small Business: This report shines a light on some of the biggest challenges facing small and medium businesses around the world today, and discusses whether or not the situation as improved at all over the course of the pandemic.

Twitter’s Best Tweets of 2020: There are some great examples here of how brands leveraged the unique situations 2020 brought us all to connect with people on a deeper level.

Reddit Year In Review: Highlighting the communities and conversations that were front and center in 2020.

TikTok Holiday Guide for Small Businesses: I actually don’t think this one is just for 2020; there are some good tips in here around how to set yourself up for success any time of year.

TikTok Top 100: Get inspired for 2021 by reviewing the top 100 TikTok moments of 2020.

2020’s Top Trending YouTube Videos and Creators: This year’s top videos show how creators adapted to the challenges of 2020 and how they’re preparing for 2021.

What We Learned from UGC in 2020: In a year where UGC was more important than every before, there are some great learnings available that can help set you up for success next year.


eMarketer Report - US Social Media Advertising in 2021: This report shares predictions for how much marketers will spend on social media advertising next year (11.4% more) and breaks down growth for each platform, in addition to talking about what challenges marketers are likely to face in 2021.

Hoot Suite 2021 Trends Report: Download for free to read about how brands will use social media to create new customer experiences and conversation next year.

Social Media Today’s 25 Predictions for 2021: Click through for platform by platform predictions for what’s coming next for Facebook, Twitter, Instagram, Snapchat, TikTok, and LinkedIn.

Making Standout Video Content for Facebook: Something to work into your 2021 goals – take these free Facebook blueprint courses to learn more about how to take your content to the next level!

2021 Pinterest Moments Planner: A comprehensive guide to reach Pinners during meaningful moments.

Pinterest Predicts: Providing a window into what trends people will care about in 2021 related to fashion, beauty, travel, food and beverage, home, wellbeing, parenting, hobbies, finance and more.

  • Aubrey Lehrmann

This is The Basis Minute, November 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, industry articles, training, and more to your inboxes.

Basis Updates

Basis is constantly improving. We've recently released:

Related Audiences give you the scale and performance needed to meet a campaign's KPI, and provide a good alternative to choosing third-party segments based on intuition or by chance. Check out more here.

New Naming Convention Organization lets you set naming conventions for one or multiple clients at once! Read more here.

Campaign Creation is even easier! When “Creating campaigns from existing,” you can now choose to include groups and tactics and also carry over any optimizations. More information is available here.

Labels for Basis Assistant allow you to add one or many labels, similar to how you add a #hashtag to a social media post. Labels then become filters users can summarize info by, when exporting logs, allowing you to gain insight. Learn more about it here.


We Invest in You

Whether it’s enhancing Basis’ capabilities, creating educational resources, or providing Raving Fan Service, Centro is always working to help your organization grow and succeed.

New updates. Every week.

Did you know that we update Basis every week? From an enhanced dashboard to smaller design improvements, our technology team is constantly finding creative ways to improve your experience with Basis. All our 2020 features and integrations can be reviewed at (there’s a lot!).

When the world changed, so did we.

Our award-winning training program Centro Certified went fully virtual this year. The best part? 652 participants across North America, South America and Europe have been able to join us to learn as a group. Additionally, our monthly webinars feature industry experts that give us their perspective on hot topics. These webinars can be viewed anytime on our website.

Providing Raving Fan Service is in our DNA.

If you aren’t raving about our people and our products, we have not achieved the level of customer happiness for which we strive. There are over 400 Centrons dedicated to helping you maximize your experience with Basis and navigate the complexities of digital media.

We aren’t done yet.

2020 isn’t over, and in the next months you can expect to see visual changes implemented to make Basis more interactive, new partners added for campaign targeting, and more stimulating conversations published for you to tune in.

Always evolving. Always innovating. For you. Find out more about how we invest in you here.

Basis in the News

Basis is a Challenger in the 2020 Gartner Magic Quadrant for Ad Tech!

Centro has been positioned as a Challenger in the recently released 2020 Gartner Magic Quadrant for Ad Tech. Gartner is one of the most influential analyst firms for the technology industry and offers unbiased views and evaluations.

A Leader in all 5 categories

Centro continues to attain No. 1 rank for Demand Side Platform and is now leading in every G2 category it is featured in: Demand Side Platform, Cross-Channel Advertising, Video Advertising, Mobile Advertising, and Display Advertising.

PMP Spotlight

Live Sports PMP Deals

Stadiums may be missing fans, but sports are back! Did you know that 46% of live sports viewers prefer to stream sports on a big screen? Basis can help you find more of the 47.1MM Live Sports CTV viewers on the screen they prefer using our Live Sports PMP Deals.

Looking for more info on Live Sports and Connected TV inventory? View our Live Sports Overview.

Upcoming webinars

Basis Success Webinar:

New for 2021, we are updating the format for our Basis Success webinars. Our webinars will now cover a demo of recent releases and dive into a topic relevant to our Basis users.

The Basis Top 5: Our favorite releases from 2020

Tuesday, January 12, 2021 // 1-1:30pm CST

Join Basis expert Kevin Jacobsen as we review the top 5 feature releases from the past year. Then Basis Solutions director Mike Destree will demo the recent Basis features. Keep your eye on your inbox for an invitation in the New Year.

Recent content

Audio consumption is one among many consumer habits that have transformed in 2020. Audio content is booming, with 62% of listeners streaming more audio, and 29% streaming more podcasts, than ever before.

Join Spotify’s Brad Grealy to hear the latest listening insights from 2020, and find out how to innovate with audio in 2021. Listen in here.

After weathering 2020, agency and technology professionals are seeing a comeback. Join guest speaker, Forrester Principal Analyst and former agency executive Jay Pattisall, for a conversation about how agencies and marketers will evolve their relationships and performance in 2021 and beyond. Catch up now.

Centro Certified for today’s media landscape

Stay tuned for exciting news on our innovative plans for Centro Certified in 2021!

Listen Here!

AdTech Unfiltered with Noor Naseer:

New episode: Committing to Professional Growth with Jeffery Smith

Accomplished tech leader, speaker, and author Jeffery Smith joins the podcast to discuss finding new ways to grow during COVID-19, what authentic tech leadership looks like, and how to not let the pandemic—or your mindset—hold you back from career growth. 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 latest 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). Check out the newest 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

  • Gabriel Ribadeneira L

Naming Conventions

Create naming formulas across all your Clients in Basis with the new Naming Conventions option.

Under My Organization, navigate to Naming Conventions, and establish the desired formula.

Next, you will be able to choose what Client(s) you want this to be available for, saving you the time of creating the same naming convention for each Client.

When you create a new Client in the future, you can come back to this section and apply the formula you've already built.

Note that existing naming conventions that have been created for a Client cannot be copied to another Client. If you would like to re-use a naming convention, first create it again in the Naming Conventions tab and apply it to all the Clients you need to.

What are the benefits of Naming Conventions?

Your data is a valuable resource– naming conventions allow you to strengthen its organization and structure. Maintaining media plans properly labeled, free of mistakes or typos, lets you aggregate and analyze information with agility, export it to third-party sources without errors, and minimize negative down-stream impacts. You can create harmonized records by storing your nomenclature in Basis, as it easily lets you apply it to your campaigns. It also lets you:

  • Streamline third-party ad server integrations

  • Improve communication across individuals and teams by automating standardized taxonomies.

  • Generate cost efficiencies by minimizing down-stream issues resulting from human error.

  • Reduce data loss when exporting to third-party sources without errors.

  • Facilitate decisions–organized data allows you to aggregate and analyze information with agility.

For more information about Naming Conventions, visit our Help Center.