Centro Partners With BAT

Centro, a local online media planning and buying agency, is offering advertisers the ability to place locally targeted ads with athlete and celebrity endorsements through an agreement with Brand Affinity Technologies.

Among the first advertisers to take advantage of the partnership is Ford, which is running ads for Ford Fusion featuring Detroit Red Wings’ captain and four-time Stanley Cup winner Nicklas Lidstrom.

Through the partnership announced Monday (May 18), advertisers use BAT’s platform to identify and deploy the most appropriate talent for their brands and markets from a roster of more than 2,000 athletes and celebrities.

Endorsement ads have long been recognized as among the most effective of advertising.
According to in-market data from BAT, endorsed campaigns delivered an average of 13.5 times advertisers’ typical conversion rates and 3.5 times advertisers’ typical click-through rates.

“Associating Ford with Nick is incredibly powerful. He delivers instant recognition and an enthusiastic response from consumers. The ability to quickly and easily secure endorsement talent through Brand Affinity Technologies is a ‘game changer’ compared to the old model and a significant opportunity for brands like Ford,” said Brian Box, senior vp and convergence director for Mindshare, Team Detroit, Ford’s agency.