This document discusses Centro's MediaOps service, which provides end-to-end digital campaign operations for agencies to help address issues around profitability, execution challenges, and staffing constraints. MediaOps takes over campaign setup, tracking, reporting, optimizations, and other functions so agencies can focus on strategy. The service offers benefits like improved delivery rates and a variable cost model. It is targeted towards mid-sized agencies and can help agencies improve efficiency and profitability of their digital media businesses.

2. WHAT is the problem we’re trying to fix?
$ Profitability $
© 2011 Centro, LLC. Proprietary & Confidential | 2
Effective
Commission/
Cost of
Execution
Digital
Spend
Digital Buy
Size
Fees
This is the basic broken financial model that we can help solve.

3. © 2011 Centro, LLC. Proprietary & Confidential | 3
WHAT are clients saying?
“Clients are willing to pay us for two things today…ideas and
strategy.”
-SVP of major Chicago-based media agency
“We’re a $400mm shop. $50mm of that is digital, and it’s by far
the most painful $50mm we’ll bring in.”
-VP/Media of major Minneapolis-based media agency
“I’ve never had a client fire us for strategy. When we’ve been
fired, it’s because of execution.”
-VP/Media of major Minneapolis-based media agency
“We’ve gotten to the point where trafficking and operations is
just taking up too much of our staff’s time. It’s not efficient,
and leads to high turnover and gaps in staffing.”
-Director/Media Services at major retail advertiser

4. 52%
44%
36%
34%
31%
31%
23%
22%
20%
40%
58%
18%
11%
15%
12%
9%
31%
17%
17%
32%
10%
10%
6%
2%
5%
9%
9%
4%
4%
6%
11%
12%
11%
21%
34%
46%
39%
42%
44%
54%
62%
63%
44%
26%
0% 25% 50% 75% 100%
Application development & maintenance
IT infrastructure
Document &print ops
Contact center outsourcing
Industry specific processes
(i.e. advertising)
Marketing operations
Finance & accounting
Human resources outsourcing
Procurement & sourcing
Legal processes
Analytics & lnowledge processes
Already outsource & likely to
increase over next year
Will look to start outsourcing
for the first time over next
years
Already outsourcing & likely to
decrease scope over next year
Do not outsource and have no
plans
WHAT does demand for outsourcing look like?
% Buy-side enterprises
Source : HfS Research and the London School of Economics Outsourcing Unit, 20141

5. WHERE are first-time buyers looking to jump
into outsourcing in the next 12 months
0% 5% 10% 15% 20% 25%
Source : HfS Research and the London School of Economics Outsourcing Unit, 20115
Industry specific processes
(i.e. advertising)
Finance & accounting
Procurement & sourcing
Marketing operations
Human resources
Analytics & knowledge process
Legal process
IT infrastructure
Application development & maintenance
Document & print ops
Contact center
Enterprise Buyers :
$500m+ revenues
Mid-Market buyers:
$50m-$500m revenues

6. WHAT is MediaOps :: what we do for clients
MediaOps is an end-to-end campaign operations resource.
Reporting
Billing Wrap-Up
• Invoice validation &
discrepancy
management
• Generate single
monthly billing
summary
© 2010 Centro, LLC. Proprietary & Confidential | Slide 6 of 8
Campaign & Ad
Server Set-Up
• Campaign set-up
• Building out of ad
placements
• Creative support
Tag Development &
• Creative intake/QA
Distribution
• Creation of tags
• Tag/tracking QA
• Pixel
implementation
• Tag distribution
• Issue resolution
Campaign Ops &
Delivery
• Troubleshoot site
creative/tag issues
• Launch verification
• Pacing management
to ensure full
delivery
• Implement plan
revisions/updates
• Provide ongoing
performance
reports
• Provide analysis &
optimization
recommendations
• Post-campaign
analysis & summary

7. MediaOps Can Help Make Digital Media
Profitable For Agencies
According to an AAAA, “digital can typically
require resources that equate to an effective
commission rate ranging from 25%-30%”; a
Savings
commission two times greater than the
traditional 15% agency commission.
© 2011 Centro, LLC. Proprietary & Confidential | 7
Agency Loss
Cost of
Execution
Digital Media
Costs
Percentage
Agency without
MediaOps
Agency
with MediaOps
Agency
Fee
MediaOps allows
the agency to
profitably provide
digital media
solutions to its
clients, while also
providing benefits
in rates and
service.
Digital Media
Costs
100 -
90 -
80 -
70 -
60 -
50 -
40 -
30 -
20 -
10 -
Agency
Fee
Execution

8. WHAT does a MediaOps client look like?
• They want to maintain direct relationship with publishers
• They want control of media planning and buying
• They want to focus on strategy/planning, but are getting bogged down
in execution/ops
• They do not have operations resources or expertise
• They are thinking of building or buying technology for media
planning/buying or ad operations
• They are or beginning to have trouble finding and retaining quality
staff
• When we’re not getting all their digital dollars!

9. HOW to work with us
• Reciprocal sharing of leads & opportunities
• Ask all the questions you’re probably already asking
• When you hear a MediaOps ‘cue’, loop us in—we’ll work with you to
discuss the client’s needs, understand their business, and act
accordingly
• We take the lead in further client education, pulling together
materials/proposals/SOWs
• We’ll work with you to determine how best to handle the official
“hand-off” if the client wants to go down the MediaOps path

10. WHO is our targeted audience (aka buyer)?
Small Mid -size
Standardized Complex
Large
(e.g. Creative Shop) (e.g. Regional Agency) (e.g. Holding Companies)
Agency
count: over
2,500
Limited
interest
Agency
count:
~250
“traditional” Centro
Media Services clients
Not economically
viNaobtle
economically
viable
Agency
count: over
3,000

11. WHY does MediaOps makes sense for
agencies and client direct opportunities?
MediaOps flawlessly handles campaign operations so agencies can focus on the
most critical client-facing, strategic activities that differentiate them
KEY BENEFITS:
• Improved Delivery with MediaOps’ 98%+ historical delivery rate
© 2011 Centro, LLC. Proprietary & Confidential | 11
• Boost scalability and efficiency & improve profitability
• Move to a VARIABLE cost model instead of a FIXED cost model
• Improved billing and issue resolutions, as time spent on such is reduced along
with errors and discrepancy management
• Dedicated, locally-based support staff—no tickets, automated requests, or
‘black hole’ email aliases
• Technology infrastructure used and improved upon for 6+ years
• Can be used across 100% of your digital buys, regardless of Centro Media’s
involvement

12. WHAT do we believe is our competitive
positioning/differentiators) in the marketplace?
MediaOps In House
Differentiators :: Operative Theorem Acceleration
Outsourced Ad
Ops (Co.)
Ad Serving
Vendors
US based operations
Breadth of digital offerings
Advertiser focused
Depth of publisher relationships
Creative support services
Invoice discrepancy management
Customized performance reporting
Proprietary SaaS platform
Full capabilities No/limited capabilities

13. MediaOps is billed on a Cost Per Placement (CPP) per month basis.
Complexity
• Low volume of placements and sites
• Standard display banners
• Longer-term campaigns (e.g., 9 mos. –
1yr)
Service
• May leverage less TMO services
• Low volume of revisions and optimizations
• Basic/standard reporting needs
Term
• Longer term contracts (e.g., 2yrs+)
$65
Complexity
• Broad media mix
• Some rich media/high impact
• Avg. campaign term = 3 mos.
Service
• Monthly revisions & optimizations
• Standard reporting + analytics
• Some custom setups/services
Term
• ~1 yr. commitment
Complexity
• Complex plans
• Large volume of high impact/rich media
• Integrated content, nonstandard/ custom
executions
Service
• Short campaign flights.
• Frequent revisions/optimizations
• High frequency of reporting and analytics
• Custom, nonstandard tracking/reporting
Term
• Short term commitment
WHAT does this cost?
SCOPE / COMPLEXITY

14. Marketplace feedback so far
• Overall, very positive
• Lead reciprocity with CMS is common (ie, TMO meetings have turned into solid
CMS leads)
• Main reason a prospect hasn’t been interested: they don’t have the
volume/workload to “feel the pain”
• “We love that Centro is thinking this way.”
• “This would help our team focus on what’s most important to the client.”
• “We’d love to get a test underway to see how it changes our workflow and
time allocation.”
• “MediaOps made our launch so much smoother, and cut down on about 4
hours per day of work while we were live.”

15. Thank You!