Ayuda Media Systems demonstrates the elimination of the conventional playlist in favor of online ad serving model for DOOH networks, at Digital Signage Expo 2014
By Daniel Fleischer, Las Vegas, NV
Feb 12, 2014
Ayuda Media Systems, makers of the world’s most sophisticated software platform for DOOH networks, is unveiling a concept demonstration of Nirvana, which explores the possibility of transforming a conventional digital signage software player into an ad server that mimics the behavior of online internet ad servers. Using Big Data sources, Nirvana continuously re-targets desired demographics during the campaign and shifts the creative accordingly, effectively delivering an automated way for Digital Billboard operators to sell audience and budget as opposed to locations.
Nirvana uses Ayuda’s Cerebro out-of-home media plan optimization engine that automatically chooses optimal locations for campaigns based on the desired campaign objectives. Cerebro already uses audience data such as TAB OOH ratings as campaign goals, but can also use an infinite number of additional parameters and input sources to create the best plan. Nirvana essentially continuously re-runs Cerebro during campaign execution using Big Data sources such as FourSquare check-in APIs, cellular carrier data insights and others, while keeping an eye on what’s trending in social networks. Nirvana rotates the campaign creative to maximize demographic fulfillment.
“Programmatic buying is all the rage today”, says Andreas Soupliotis, Ayuda’s founder and CEO. “While a lot of interesting work is being done for digital place-based advertising, no platform has yet addressed the unique aspects of digital billboard companies, where loops, spots, and playlists are beginning to show their age. Therefore, the initial focus of Nirvana is on these outdoor digital companies, who are already using the Ayuda Platform to manage their digital signage. Nirvana brings the online ad server method of ad targeting and distribution to the digital billboard operator, eliminating the need for the conventional playlist.”
Pierre Yves Troël, Ayuda’s Chief Software Architect and head of the Ayuda Labs group of technophile developers, further explains: “We are exploring algorithms that cross-reference the Big Data sources and what’s trending demographically to gather anonymous “outdoor cookies” on vehicular and pedestrian observers passing by digital billboards to enable behavioral and contextual targeting. “This is how banner advertising on Web sites work – your Internet browser gathers cookies about sites you’ve visited, and then Web sites tap into those cookies to serve you targeted ads. With Nirvana, we’re trying to make digital billboards work that way.”
Soupliotis further elaborates on why Nirvana is particularly interesting to the outdoor digital billboard operator: “Multiple ad serving platforms exist for online media, both multi-publisher (multi-website) and specialized single publisher ad servers. Nirvana is analogous to the latter, which makes sense for the very large outdoor digital operators who I do not believe will agree to be part of a cross-company ad serving platform for some time. This is one of the reasons why today’s DOOH cross-company ad serving platforms focus on the digital placed-based space. For the moment, a single-company ad server like Nirvana affords the large outdoor digital operator the control they want. The Nirvana ad server currently works with Ayuda’s own Splash™ players, although Ayuda is exploring how some of these extensions can be offered to the public open source community. Says Soupliotis: “If we one day extend Nirvana to the OpenSplash community, what we’ll see is essentially a free, open source digital signage player that has ad serving capabilities. This would finally liberate digital signage operators from selling spots in loops and day parts, enabling them instead to sell an audience that can be continually re-targeted throughout the campaign, just like in online media. Do I think that large digital billboard companies will start trading in playlist-based players for ad serving players tomorrow? No. And I don’t think it will happen next year either. But in three to five years? Maybe. When that happens, Ayuda will be there.”
Ayuda Media Systems (Ayuda) has been providing the D/OOH industry with the world’s most sophisticated media management platform for over 10 years. As the developers of the Ayuda Platform (which notably includes Juice™, Splash™, BMS™, Zest™ Rewind™, Cerebro™, and now, Alto™), Ayuda’s products have invoiced over two billion dollars in OOH billing and provided media management functions for more than 500,000 advertising faces globally. The Ayuda Platform is cloud-based, and includes functionality for D/OOH networks such as avails and proposal generation, invoicing, lease payouts, financial reporting, inventory management, scheduling, content management, mapping, network monitoring, business intelligence, a free software player, real-time annotated proof of play, and the world’s only D/OOH vendor focused CRM. Ayuda was founded in 2003 by ex-Microsoft employees with the mission of empowering the D/OOH industry with state-of-the-art tools that make D/OOH easier to manage and buy. In November 2012, Microsoft presented Ayuda’s Splash™ product with the highly coveted Windows Azure Application – Partner of the Year Award for its use of the Microsoft Azure Cloud. For more information about Ayuda, visit www.ayudasystems.com
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