Meet the Centriply Team

Posted by Valerie Myers on March 10, 2021
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Get to know some of the faces behind the service, innovation and success of Centriply.

Now that 2021 is rolling along and business and communication goals come into focus, we thought we would take a quick break for a glimpse into the Centriply team. Because we're all about the people, whether it's audiences, the marketers or our team. We believe people are the backbone of any type of accomplishment - and we’re here for it. But we’d be nowhere without our trusting clients.

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That's why we’re constantly testing new ways to help brands and agencies take back control of TV campaigns, to find audiences across screens, make costs more predictable, relationships more profitable, and sales efforts more repeatable.

How does "the sausage get made" at Centriply? Centriply was created to provide advanced Linear TV ad campaigns using Big Data and scientific analysis. It combines traditional media strategy with cutting-edge, data-driven solutions. Taking advantage of advances in geo-fencing capabilities and granular audience targeting, the company makes it possible for agencies to scale their clients’ cross screen campaigns by applying best-in-class data to custom geographies and then activating across a large pool of local linear TV inventory. Centriply is fueled by specialized, proprietary software, Tango Media Suite , which identifies media opportunities across multiple geographies.

“The potential of advanced TV via data-driven programming measurement is becoming well understood,” says Centriply founder and president, Scott T. Stansfield. “Consumption of both media and products varies widely by region, age, race, income level, education level and device, and for many large advertiser categories, this geographic change– or delta– is still vastly underestimated. We provide advertisers the power to multiply, then measure, impressions across media to meet their communication goals. 

“In many respects, Centriply was decades in the making,” adds Stansfield. “Cable Scope, Centriply's predecessor, was launched in 1988 and is now a part of Centriply. The team provides advanced TV advertising solutions, always pushing towards the dream of a future in which we could target right down to zip codes in individual zones using an array of video media options. Today, the confluence of Big Data, highly sophisticated analytical tools and the “video everywhere” explosion has made this dream a reality and a company like Centriply possible.”

We do four things really well to help agencies and brands grow:
  1. Find TV viewers--think of us as the search engine for TV audiences
  2. Match media footprints and count universes
  3. Add data to inventory valuation/pricing
  4. Automatically and quickly create large media buys according to spec 
Our team members know there's going to be a sweet spot for media and they find it. As brand builders, for ourselves and for others, we were born to make things and make things happen. Our experienced team of tech developers, media planners and buyers puts it all together so that brands and media owners can grow while being flexible enough to include other developments in the industry and most importantly consistently support business growth
 
'Centriply finds the right TV audiences for a client's ad campaign by applying the power of syndicated and first party data. Even predictive digital and behavioral consumer targets can be used to reach TV audiences through both geographic and program targeting. These custom universes can combine individual cable systems, Smart TVs, Household Addressable, and more, and can be measured as broadly as region, state or DMA, or as granularly as cable system, zip code, congressional district, or households. This foundation creates the building blocks for comparing the value of media across multiple layers.
 
In offering Centriply as a managed/white label solution, “everyone from consultants to established media agencies can now have the ability to include cutting edge advanced linear TV campaign services and, more importantly, activation, for their clients, without upsetting current departmental resources,” says Stansfield. “Centriply enables marketers and agencies to use advanced TV advertising as part of their broader national media plans. We provide attribution to TV impressions, the ability to test/control, measuring against sales at the bottom funnel and across the mid-funnel to track communication goals. Our marketing teams create TV advertising campaigns that are the foundation for growth, profitability, predictability."

Topics: Targeted TV, ROI on TV ads, Media Planning, Fast Incremental Reach, TV Impressions, CRM Data can drive TV planning, Media Planners, AdvancedTV, increase ROI, Retail Marketing, driving sales, data, advertising, media consultant, CMO, Audience Buying, Political Advertising, Targeted TV for Political Advertising, SPROCKIT, advanced TV advertising, Advanced Linear TV, TV attribution

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Rich Kaufman
212-983-2357
rich.kaufman@centriply.com

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