Lamar first to offer optimized OOH Ratings based campaigns based on Ayuda Media System’s CerebroTM media planning engine
By Daniel Fleischer, Los Angeles, CA
May 19, 2013
Ayuda Media Systems proudly announced at the 2013 OAAA National Convention that Lamar Advertising is paving the way for TAB OOH ratings based media plans, by being the first out-of-home company to implement the Ayuda Cerebro™ media planning optimization engine. Cerebro helps automate how proposals and plans are generated from Lamar’s internally built sales and charting applications.
Lamar Advertising is North America’s largest OOH advertising company, with the nation’s largest overall coverage of regional markets. Ayuda’s Cerebro is a mathematical, algorithmic engine that ingests TAB audited audience data in real-time using the TAB’s web services. The data is then referenced against a set of objectives and parameters from the operator in order to create an optimized plan across all campaign goals. Cerebro inputs an unlimited number of parameters and objectives, including audience demographics, multiple specific geographic constraints, and the operator’s own business rules. Cerebro then outputs a set of candidate media plans that match the campaign objectives, ranked in order of maximum amount of objectives achieved, while also using the operator’s own business logic to ensure that the same “favorite” panels are not always selected.
By crunching all these objectives against the operator’s own actual inventory while using their business rules as guidance, Cerebro assists the operator’s sales executives and chartists to propose and pick inventory that maximizes occupancy.
Tommy Teepell, Lamar’s Chief Marketing Officer, commented: “The Lamar experience is about an outstanding relationship with our clients, and our service offering to them. To keep up that level of service, we wanted to fully embrace and support the TAB’s OOH Ratings. We wanted our own proposal and charting applications to speak the language of demographic audience. Bringing our idea of a decision engine, that would tie ratings to our in-house systems, to Ayuda helped us accomplish this goal. We want to pave the way for smarter proposal creation, optimize and automate the way our team sells. ”
Andreas Soupliotis, Ayuda’s CEO, proudly states: “Lamar played an instrumental role in the innovation of the decision engine and helped evolve its initial iteration. They wanted to embrace TAB OOH Ratings as a first class citizen, within their already outstanding set of in-house developed sales, proposal generation, charting, and finance tools. Considering that Lamar already has a deep set of business rules that they apply to their sales and charting methodology, they were in a perfect position to provide us with guidance to refine and polish the optimization parameters. What Ayuda was able to bring to the table was the mathematics and creativity to create the world’s first artificial intelligence media planning brain, using Lamar’s business logic input. Lamar wanted to have their tools speak the language of TRPs, Reach & Frequency, and OOH Ratings, while performing the almost impossible task of optimizing all these objectives within very specific geographic constraints, all from their own inventory. Optimizing across all these parameters generally requires a media planner’s experience and brain, so Ayuda built a decision engine to accomplish precisely this task in an automated manner, specifically for the operator’s own inventory. We then took this decision engine and branded it as Cerebro, designed to have its parameter logic customized using the specific business rules of any outdoor company using it.”
Cerebro is being unveiled today and is available to any outdoor operator as a set of APIs that plug into the operator’s existing set of inventory management tools, or as an optional add-on to Ayuda’s own platform which manages all elements of the media sales, operations, and execution workflow.
ABOUT LAMAR ADVERTISING
Lamar Advertising is the nation’s leading out-of-home advertising company. We specialize in out-of-home advertising and provide solutions for our customers in the form of Billboards, Digital, Transit and Highway Logo Signs. Founded in 1902, Baton Rouge-based Lamar has a broad corporate reach with over 200 locations across the United States, Canada and Puerto Rico. In addition, Lamar has 28 locations devoted to the highway logo sign business. This network provides clients with local market insight, as well as the services provided by a firm on a national scale. With over 100 years of corporate history, over 800 media reps across North America and a market-leading inventory of over 178,000 out-of-home advertising displays, Lamar has built its reputation as the foremost out-of-home advertising company in the United States. We offer our customers a blank canvas and provide the support to deliver their messages with maximum impact, from start to finish. Please feel free to explore our website for additional information.
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
Director of Business Development
Ayuda Media Systems
+1 (514) 845-0824