The Agency Approach
McClatchy uses a number of digital extension solutions for customers, including the Local Media Consortium and Simplifi, but favors Centro’s self-serve DSP for larger clients with larger budgets. Having multiple options, including self-serve, enables it to act more like a full-service marketing organization.
“We’re taking business from digital agencies,” said John Jordan, director of digital revenue development for McClatchy. “We’re able to operate in a competitive media landscape because we have more flexibility by doing it ourselves.”
McClatchy can handle desktop, mobile and video advertising through Centro’s DSP, in addition to its capabilities in search engine marketing, reputation management and print spends for a company. And it wins the ability to manage spends statewide or even nationwide, not just in a newspaper’s region.
Using a self-service DSP enables quick optimization and the ability to shift budgets without working through an intermediary. Right now, McClatchy runs self-service buying desks in six of its 27 markets, along with a centralized desk to support smaller properties.
It’s brought on additional staff to help execute the buys and focus on delivering ROI. “More than having staff, it’s forcing us to train differently,” Jordan said. “We’re big on selling solutions, not a product.”
The Audience Approach
PureWow uses Centro’s DSP in order to provide scale the niche publisher cannot provide on its own. The growing site attracted 3.3 million unique visitors in June, its best month yet, but it receives RFPs that ask for audiences it just can’t deliver.
“If a client or agency says we need to reach X% of this market, and we can’t fulfill that number via comScore, we say we have audience extension that reaches more than they want,” said Kevin Stetter, SVP of sales and operations at PureWow.
The female-oriented lifestyle publisher often retargets existing readers for reach extension buys. It can bring in third-party data, like “female small business owners,” to satisfy advertiser targeting requirements.
PureWow trained its existing trafficking and ad ops specialist to execute reach extension buys.
While PureWow has added reach extension, it views it as supplemental to its core offerings, which focus on native content, Stetter said.
“It’s a tool in our arsenal to not lose buys” when those buyers need certain scale or reach, Stetter said.
Reach extension adds flexibility, a sentiment echoed by Jordan.
“It’s an evolution from one-size-fits-all to putting together many solutions for an advertiser," he said, "of which audience extension is one of them.”