Investing in the future of OOH
March 11, 2014
We started ADstruc with a vision to better connect the Out-of-Home (OOH) industry, enabled through a technology platform providing operational workflow for OOH buyers and sellers. Over the last 4 years, we diligently asked questions and intently listened to the industry’s answers. By engaging in this process, we learned how to build the right product and built relationships with companies who became important partners. We are also fortunate to have investors who believe in us and continue to support our vision for the OOH industry.
Today, one of those relationships became both a great partner and a great investor. We are excited to announce IPG (Interpublic Group) invested $2M in ADstruc for a 10% equity stake in the company. We are also excited to share that Rapport U.S., IPG’s global OOH specialist agency, has signed on to process their billings through ADstruc.
One thing is guaranteed: the way OOH media agencies plan and buy is changing. Every agency is in the game of improving their speed, output, and service to their clients to avoid losing out to other media types with more efficient and accountable processes. Yet, the OOH industry continues to be challenged by a cumbersome and disjointed process.
It is absolutely critical to the success of the industry that OOH is planned more effectively, bought more efficiently, and better connected. By streamlining the process, ADstruc enables agency account teams to maximize their time spent on client service and results, rather than on Excel, PDF maps, and Photosheets.
Today, IPG and Rapport set an example for the industry: one of the biggest advertising holding companies understands the importance of optimizing its operational workflow for OOH. ADstruc is proud to be their partner in that pursuit. Who will be next?
While we reflect on the past, learn in the present, and invest in the future, I want to recognize the tireless commitment and everyday hard work of the ADstruc team. Their teamwork and belief in the vision and opportunity ahead for the OOH industry makes me tremendously proud.
Today is simply a checkpoint, a recognition of the progress we have made toward achieving our vision of better connecting the OOH industry. We are excited to continue working on the future of this industry and making it easier to plan and buy OOH media.
John F. Laramie
A Creative Review: Resurrection
Welcome back to A Creative Review with James Cooper. Today Coop ponders the strategy behind the ABC television show, Resurrection.
Resurrection is what ABC is calling a Television Event. I’m not entirely sure what that means other than they are spending a lot of money on it and clearly hope it’s going to be The Next Big Thing. I don’t know much about the show beyond the numerous trailers that I’ve seen and a few friends saying that it is based on French show that was really good. ABC tends to water things down a bit too much for my liking. You can see the way it’s even filmed - the colors are milky compared to the more vibrant colors of AMC’s Breaking Bad for example. But it’s an intriguing thought and great shows like Lost are all about asking questions at the start.
These billboards do a great job of setting up these questions. I love the simplicity of them. Handwritten white font on a backlit black screen really pops - especially when everything else is so colorful.
What is also interesting about these ads is they remind me a little of the religious billboards you see around the country. Quite often the headline is a simple quote from the bible. Who knows how far Resurrection is going to take the religious theme but again as a simple way to get people talking I think these do a pretty good job.
Agency Capabilities Overview
ADstruc is the leading planning and buying platform for the Out-of-Home industry. It’s been our mission since day one to make it easier to buy and sell outdoor advertising. So, to show you how we did it, we made our agency capabilities overview public for everyone to see.
To get started today, just email firstname.lastname@example.org.
Our New Platform Updates Help You Build Smarter Media Plans
Market TRPs Summary
For TAB members, our TAB OOH Ratings integration ensures your outdoor campaigns target the right demographic. Our Market Summary pane now includes a market-by-market breakdown of your average weekly TRPs so you understand how effectively you’re reaching the folks buying your clients’ products and services.
CPM Data Now Available
Data enables you to make smarter buying decisions, and we’re committed to giving you what you need to build and execute a winning media plan. All TAB-audited media in ADstruc will now be accompanied by a CPM calculation to help you understand whether any given unit is a wise use of your client’s ad budget.
New Proposal Creation Workflow Updates
Place-Based Proposal Automation
When you created Indoor and Place-Based proposals on ADstruc in the past, say for Airport or Shopping Mall media, you had to input a venue name and its latitude/longitude coordinates that you probably didn’t have handy. Now you can skip digging up coordinates and just add the venue—we’ll automatically fill in the lat/longs behind the scenes!
New Coverage Package Workflow
Proposing small or mobile media just became easier. We gave our coverage package workflow a facelift to simplify the process of proposing media like street furniture and transit.
MediaGrid Required Fields Now Labeled
Hate it when you fill out a form only to be reminded that you missed a required field you didn’t see? So do we! Next time you complete MediaGrid to send your proposal, you’ll know right away which data is required so you can quickly create proposals and get on with the rest of your day.
A Creative Review: Speck
Welcome back to A Creative Review with James Cooper. Today Coop ponders the (impending?!) robot invasion of advertising.
Perhaps it was the 75th Anniversary of Orson Welles’ ‘War of the Worlds’ or that it was Halloween, but when I saw this piece for Speck I immediately thought about how cool it would be if it was a campaign about machines or robots taking over.
Photo credit: ADstruc
This then lead me to a lot of questions about the nature of Artificial Intelligence and how that would affect advertising.
Would the machines be in tune with the current Banksy debate in New York City? I guess they would be able to read Twitter, so yes.
And what would robotic advertising look like? Sometimes I feels like it’s already upon us. Just turn on your TV and wait - you won’t have to wait very long - for the first pharma ad to come on and there’s your answer. It goes something like this:
Old but quite attractive smiley person goes about his business, but then feels pain. He looks unhappy and dour. He goes to see a man in a white coat. Who gives him some pills. At this point there is a voice over about how these pills could actually kill you but you shouldn’t worry. Then our smiley attractive person carries on with his business looking even more smiley and attractive.
I do wonder though, what a robot authored billboard look like? Maybe the Apple campaigns.
But back to this piece. I think it’s far more likely that is not in fact the first sign that the machines are taking over, and instead just an ad for cellphone cases. And it does that singular job very well. It’s bright, the headline is mercifully short (remember the 6 word rule) and I can see logo and product clearly.
Good job humans.
That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email email@example.com.