By: Jennifer Saba A new media firm specializing in online ad buys launched last week. Centro, a Chicago-based company, works with national advertisers and their agencies to place ads on newspaper, TV, and other local Web sites.
Centro works closely with advertising agencies with accounts like American Airlines, Dell, Ford, and State Farm that want a one-stop shop for local online buys. "We understand the last thing the industry needs is 20 local rep firms," said Shawn Riegsecker, president of Centro.
The idea is that an advertiser goes through Centro to make several local buys simplifying the process. Riegsecker said that many advertisers placed ads on national portals because of the ease of the transaction.
The agency maintains a database with creative specs, sizes, and performance of about 1,300 local Web sites in the top 100 markets. So far, Centro places the bulk of its buys on newspaper Web sites.
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