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Centro - News: Intégrent Launches First Online Local Media Buying Service - Press Releases

Intégrent Launches First Online Local Media Buying Service

For Immediate Release

Centro Eases Local Media Buying for Agencies

Chicago, IL – November 28, 2005 – Interactive agencies that have been reluctant to purchase advertising on local publishers due to the difficulties involved with building and scaling campaigns across hundreds of quality, local web sites need no longer worry. A new service working with local media publishers has been launched by one of the fastest-growing media services firms in the US.

The new local buying service is called Centro and Chicago-based Intégrent is banking on drawing its share of the increasing opportunities for more local media spending online from national clients.

“Centro makes it easier and more cost-efficient for agencies to effectively and substantially purchase advertising on hundreds of branded local websites at once,” said Alan Schanzer, North American Managing Partner of MEC Interaction. “This includes newspapers, TV sites, radio sites, alternative weeklies and business publications – the places consumers tend to trust for local insight.”

Centro’s system includes more than 1,300 local sites encompassing online newspapers, TV and radio sites, alternative weeklies and business publications from each of the Top 100 markets in the US, comprising over 50 million unique users each month. Centro has established relationships with leading local media brands such as Advance, Belo, CBS Television, Cox, Hearst, McClatchy, Media General and others along with helping over 150 recognized brands, through their respective agencies, such as Allstate, American Airlines, Dell, Ford, Mercedes-Benz, Northwest Airlines, SBC, State Farm and United Airlines.

“For all intents and purposes, agencies have not purchased online local media they way they do in traditional media, even though the local publishing industry represents one of the largest quality audiences online. The value proposition for local publishers to agencies has never been established and, unfortunately, the portals have made it much easier to geo-target through them,” said Shawn Riegsecker, President of Centro. “Through one company, Centro brings together and establishes the strength and power of the local industry and gives agencies an easy, cost-effective and successful solution to leverage the power of local media brands.”

Centro is designed to do for local advertising what eBay did for consumers and Overture did for search engine marketing. Centro makes buying hundreds of local publishers easy, fast and cost-efficient through the use of proprietary services and technologies.

“Until now, when online media planners have thought about geo-targeting, the first call they have made was to the portals, not local publishers. Or they would attempt to stitch together a large group of local sites and drive up their planning workload. Centro will change that,” said James A. Hering, EVP, Director of Integrated Media, TM Advertising. “This launch is important to agencies who want to align their advertisers’ messages exclusively with branded sites and not have to worry about multiple iterations of trafficking, optimizing, reporting, creatives, and billing. Now, it’ll all be in one place for branded traditional media sites across the US.”

Local websites produce the best in-depth, vertically targeted audiences on the web. Whether it’s Business/Finance, Entertainment, Sports, News, Family, Automotive, Real Estate or Travel, local web sites deliver this audience en masse. Local publishers are the most trusted and respected sources of news and information. Local web media provide news with a local flavor and place world news in the context of peoples’ everyday lives.

“Consumers share a personal relationship with their local media brands unlike any other media relationship,” said Mr. Riegsecker. “They seek critical information from these local sites for everyday personal, business and family decisions. Marketers are better served to associate with websites where consumers have unmatched loyalty.”

About Centro and Intégrent

Centro was borne out of its parent, Intégrent, in 2005 to create systems and processes to more efficiently and effectively facilitate transactions between national agencies and local publishers. Since 2001, Intégrent has enabled national advertisers and their agencies to reach buyers at the local level by providing media services and industry-leading technology for many of the premier local sites on the web. The company enables clients such as Allstate, American Airlines, Dell, E*Trade, MasterCard, Mercedes-Benz, Northwest Airlines, SBC, State Farm, United Airlines and Wrigley’s to effectively and efficiently reach high-demographic consumers on premium-branded local web sites. The Chicago-based firm works with major online newspapers in the US, as well as local TV and Radio sites, alternative weeklies, business publications and internet yellow pages. For more information, please go to:

Contact: Mark Naples:
Phone: 646.265.7372.

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