Ayuda Media Systems to bring Cerebro™ Out-Of-Home Media Plan Optimization Engine to Canadian Operators, along with Juice™ OOH audience-based media sales app
By Daniel Fleischer, Toronto, ON – Canada
Nov 14, 2013
Ayuda Media Systems, makers of the world’s most sophisticated software platform for digital and traditional OOH networks, is introducing its Cerebro™ OOH media plan optimization engine to Canadian Operators, on demonstration today at OMAC’s IGNITE event in Toronto.
At the same time, Ayuda’s Juice™ app which delivers the industry’s only unified tool for checking avails, generating audience based proposals, and CRM, will take full advantage of Cerebro™’s optimized audience planning engine. This means that Canadian Operators who use Juice™ will be able to create GRP based proposals and plans, optimized according to any set of geographic and demographic constraints, directly from within the avails engine and proposal generator. Cerebro™ and Juice snap onto Operators’ existing inventory and scheduling tools, making it easy for the Operator to enhance sales capabilities without having to replace any of their existing operational software.
Ayuda launched Cerebro™ earlier this year and has been introducing it to markets where OOH is sold using audited audience data. Until now, Cerebro™ has been available to the US market using TAB OOH Ratings data, and in the UK using Route data. Recently, Ayuda enhanced Cerebro™ with the ability to ingest any source of audience data, which has paved the way for its introduction into Canada. Cerebro™ is a mathematical optimization engine that takes prioritized goal inputs such as reach & frequency, panel quantity, geographical dispersion, as well as any manner of audience data, and delivers a plan that optimizes over each of those targets. Cerebro™ inputs an unlimited number of parameters and objectives, as well as the media Operator’s own business rules, and consequently uses various mathematical optimization and meta-heuristic techniques to combine these disparate goals and output a set of candidate media plans that match the campaign objectives.
By crunching all these objectives against the Operator’s own available inventory while using their business rules as guidance, Cerebro™ assists the Operator’s sales executives and schedulers to propose and pick inventory that precisely meets campaign objectives, and ultimately assists in maximizing occupancy.
Daniel Fleischer, Ayuda’s Vice President of Business Development, elaborates: “Ayuda is excited to be introducing Juice™ and Cerebro™ into the Canadian OOH landscape, filling what I believe to be a void in the marketplace from a software perspective. Today in Canada we sell on GRPs, but the systems that media salespeople use don’t automatically ingest that data for direct usage within their proposal and planning software. Ayuda flexibly solves this problem. In its simplest version, Cerebro™ can deliver audience data as web services directly into the software that the Operators are already using. Or, the Operator can have Cerebro™ do the number crunching for you, and deliver an optimized plan directly to the proposal or charting systems that are already in place. Similarly, Cerebro™ can deliver the audience data or optimized plans directly into our own Juice™ application, enabling the media account executive to propose plans based on audience instead of locations, based on the Operator’s real-time avails, recorded within the CRM automatically. Whether via integration or as an add-on, Cerebro™ and Juice™ will help Canadian Operators sell smarter.”
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
Vice President of Business Development
Ayuda Media Systems
+1 (514) 845-0824