Mediaocean and ADstruc Announce Integrated OOH Platform
Mediaocean and ADstruc form partnership to provide the first fully integrated ad management solution for the outdoor advertising industry.
ADstruc, the leading planning and buying platform for the outdoor advertising industry, and Mediaocean, the largest independent advertising technology company, with annual billings over $130 billion, partnered to provide the first fully integrated OOH platform for advertising agencies.
By integrating ADstruc’s platform with Mediaocean’s ad management system, Prisma, agencies will now be able to simplify the media buying process by automating their OOH billing process as well as purchase and measure multiple advertising mediums in a single environment. The integration will also enable agencies to leverage their historical purchasing data in Prisma and ADstruc (e.g., price, location, audience, etc.) to make better planning and buying decisions for future campaigns. Agencies have shown particular interest in being able to utilize past campaign data to better evaluate against proposed inventory. The ability to effectively leverage this data is a critical step forward for the outdoor advertising industry.
Ray Rotolo, COO of Posterscope, noted: “ADstruc & Mediaocean’s integration is the first step toward automating transactional processes. It enables us to draw meaningful insights that help us provide value in terms most relevant to our clients. I’m most excited because this paves the way for us to leverage data as an organizational asset. By allowing us to deliver fully informed operational excellence and business intelligence, it complements our superior understanding of consumers and the OOH space.”
John Laramie, CEO of ADstruc, said of the partnership: “Our core focus is enabling agencies to buy smarter and more efficiently by having everything they need, from planning, to RFP management, to buying, to processing payments in one environment. This partnership provides the necessary architecture agencies and holding companies need to operate entirely in one system. We are proud to work with Mediaocean to provide the most efficient end-to-end solution for the outdoor advertising industry.”
Fraser Woollard, VP of Business Development, Mediaocean, added: “Mediaocean promotes integration with technology partners who share our vision of truly efficient, scalable media planning and buying. The integration of ADstruc with Mediaocean’s Prisma fits perfectly within that philosophy. Connecting our systems brings digital intelligence to every form of out-of-home media–that’s a huge step ahead for the industry, and a tremendous benefit to agencies looking to push the boundaries of what OOH agencies can achieve for brands.”
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About ADstruc
ADstruc is the leading planning and buying platform for the outdoor advertising industry, including both traditional and digital out-of-home media. With an emphasis on data-driven planning, ADstruc helps agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results. ADstruc’s cloud-based solution also allows outdoor advertising operators to easily manage their inventory online and interact with new and existing clients in real-time. Learn more at www.ADstruc.com
About Mediaocean
Mediaocean empowers businesses and professionals across the global marketing ecosystem with intelligent automation, flexibility, and open platforms—letting its partners define their business and future, no matter where the landscape turns. With over 80,000 users conducting 7 million transactions daily and managing $130 billion annually through our systems—across all media channels, in areas from workflow to real time bidding—Mediaocean drives the marketing universe ahead. Learn more at www.Mediaocean.com.
ADstruc & Telmar Integration
via PRNewswire-USNewswire
Telmar Information Services Corp., a world leading supplier of advertising media systems, announced the release and immediate availability of its TOPS(TM) out-of-home (OOH) planning software with direct seamless link to the ADstruc media buying platform, providing a complete end-to-end, planning to buying solution for advertising agencies and media sellers.
The TOPS OOH planning system is the leading multi-market, multi-media analysis system for OOH media ratings measured by the Traffic Audit Bureau for Media Inc. (TAB) for both detailed site level and market average media delivery evaluations.
ADstruc provides a fully integrated set of tools for connecting media planners with the most extensive network of out-of-home inventory. These tools streamline the RFP workflow and enable a more efficient purchase process across multiple operators. The ADstruc integration incorporates the TOPS media plan goals into an RFP, which is submitted directly to OOH operators without ever leaving TOPS System. As operators respond with proposals to the RFP, ADstruc’s technology automatically organizes the proposals and presents them to the buyer in an interactive and unified online proposal. Agencies can upload custom data sets and historical campaign data, along with ADstruc’s social, mobile and census data, to better analyze proposed inventory through the use of heat maps. These tools enable OOH campaigns to be planned and executed in the most data driven and effective way possible.
“ADstruc provides a very powerful suite of tools for media buyers and media sellers,” said Telmar President Corey Panno. “The integration of our OOH planning software with the ADstruc platform automates and eliminates the most cumbersome aspects of the traditional RFP process, creating greater efficiency for OOH buying specialists and allowing easy access to the OOH buying process for any media planner — especially those who are new to evaluating OOH as part of their strategic plans.”
“We are excited to be the first to release this critical workflow solution for the Out-of-Home industry,” said ADstruc CEO John Laramie. “As the industry continues to evolve and the demand for more targeted audience-based buying increases, the need for an integrated planning and buying system becomes more and more important.”
SOURCE Telmar Information Services Corp.Originally published 5/14 at WSJ.com
A Creative Review: Draw Something 2
Welcome back to A Creative Review with James Cooper. Today Coop’s all about Zynga’s wild posting campaign for Draw Something 2.
I’ve said before that I believe outdoor can be an interactive medium. People talk about digital being the way forward for everything, but what I think we really mean by this is interactive. Digital just makes it easier to interact. But if you are smart and have some balls, you can invite your audience to interact with you in a more public and permanent way.
When I worked with Sony Ericsson, I did a lot of photo upload sites. And our client would always ask us about the potential for user abuse. It was the first question: ‘What do we do about naked pictures’? Well, of course, it’s easy enough to employ moderators, and most folks will act like grown ups. But, there is still some primeval urge by men - I’m assuming it’s men! - to upload pictures of their naughty bits and draw pictures of them too.
Photo credit: ADstruc
The why of that I will leave for the more Freudian of you, but my reaction is the same now as it was back then in early Internet days: at least these people are interacting with your brand. They have at least read your message. That’s more valuable than a simple dismissal. And if you think about it, drawing genitalia on something makes it more likely that the next person who walks by will take notice.
So props to Draw Something 2 and Zynga - an Internet era company if ever there was one - for using outdoor as a medium, but staying true to the ideals of web company that values interaction over inaction.
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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 coop@adstruc.com.
A Creative Review: The Original Hipster
Welcome back to A Creative Review with James Cooper. Today Coop is befuddled by a new campaign from the Catholic Diocese.
Sometimes you see something and you say to yourself ‘I don’t get that’. Other times you see something and you say, ‘I see what they were trying to do here, but it missed the mark by a little bit’ - that’s curse of being a Creative Director. You never switch off. And then there are times when you just completely have no idea what’s going on. Case in point - The Original Hipster.
A. What? B. Hold on, what? C. Oh, I think I get it…wait….no I don’t.
Photo credit: ADstruc
I literally have no idea what’s going on here. And that’s not because I’m English, and therefore am a heathen, or that I’m one of these people that is a hipster but furiously denies it. For the record, I think I’m a semi-hipster. ( I don’t have any tattoos, wear skinny jeans, or ride a fixie - but I do live in Brooklyn and do artsy fartsy stuff every now and then).
Of course, it could be that this poster is so random that it just makes you stop and think about its true meaning. The true meaning of the poster - and of life. And if that is the case, then it’s a work of divine inspiration.
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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 coop@adstruc.com.
Bleacher Report used ADstruc to secure this huge 3-piece billboard promoting their coverage of this week’s NFL Draft at Radio City Music Hall.
Zipcode Targeting in Proposals
At ADstruc, we believe that software should support you. That’s why we release new features and upgrades every two weeks. Today we’re improving local targeting for advertisers and agencies.
Zipcode Layers
Last month we introduced Census demographics and data layers to give you better insight into proposals. The response was so positive that we decided to add more.
Starting today, you can map target zipcodes alongside proposals. With 6 tier color-coding, descriptive labels, and automatic highlighting, it’s easier than ever to go local.
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at support@adstruc.com or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
MediaGrid Improvements and Inventory Tagging
At ADstruc, we believe that software should support you. That’s why we release new features and upgrades every two weeks. Today we’re updating several of our operator tools.
MediaGrid Improvements
You can now download our MediaGrid template, enabling you to prepare proposals online or in Excel.
Inventory Tagging
Tag uploaded units with descriptive snippets for quick identification (e.g “downtown,” “long-read,” “Broadway”). Afterwards, search by tag to find and add them to your proposal.
Anytime Messaging
Whether you just received an RFP, are drafting a proposal, or want to follow up on a contract, you’re in control. We’ve enabled direct messaging between you and clients at every step of the sales process.
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at support@adstruc.com or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
A Creative Review: Daft Punk
Welcome back to A Creative Review with James Cooper. Today Coop delves into Daft Punk.
There was a time when agencies believed in ‘matching luggage’, or leveraging the same idea, art, and copy across all media. Back then - this is probably the late 90’s - all media meant TV, outdoor, print, and some banners. 360 marketing was the big thing. Every agency wanted to prove that it had the capabilities to produce a coherent message across different shapes and format. And it was a good idea.
But, without today’s more reliable analytics & targeting, you couldn’t guarantee or track if a consumer who saw your TV spot had also seen your banner, and so the message was often repeated until it got really boring. Eventually, the idea of matching luggage became shorthand for a lack of creativity.
Photo credit: ADstruc
That’s why this Daft Punk billboard is great. The simplicity demonstrates confidence - confidence that its audience already knows what it’s talking about: Daft Punk’s upcoming album Random Access Memories. Further, while it matches the other media in play: wild posters in SoHo, Vice’s Creators Project videos, viral clips from Coachella, etc, it’s not repetitive. It’s light on messaging and big on impact.
Engaging an audience doesn’t require matching luggage, rather a talented storyteller.
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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 coop@adstruc.com.
A Creative Review: Louis C.K.
Welcome back to A Creative Review with James Cooper. Today Coop digs into a billboard for Louis C.K.
Wouldn’t it be great to be in a position where you could say, ‘You know what, I don’t need this whole billboard. Let’s just use the bottom 20%’? This particular example breaks all the rules for normal outdoor. We are always told six words or less, big striking image and use the real estate.
Photo credit: ADstruc
But Louis C.K. is a guy who breaks the rules. I am a huge proponent of brands (and Mr C.K. is now most definitely a brand) staying true to themselves, no matter what media they are in. Every time you interact with the brand it should feel consistent. Especially these days where there are myriad ways to connect with a brand.
So this slightly unusual billboard - in a way that you can’t quite put your finger on - feels spot on. I’m even prepared to forgive the art director for the crime against punctuation and typography where the period after the K and the colon collide.
Colon Collide. That’s going to be the name of my new band.
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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 coop@adstruc.com.
4-Week Pricing, Census Demographics, and Improved Notifications!
At ADstruc, we believe that software should support you. That’s why we release new features and upgrades every two weeks. Today’s update completes the makeover of our proposal and upload tools.
4-Week or ‘Per Cycle’ Pricing
Starting today, pricing is based on industry standard 4-week cycles. Just indicate your flight dates and 4-week rates. ADstruc will do the math!
Census Demographics
Use age, income, and ethnicity data from the US Census to identify the best units for your proposal.
Notification Center
Check the notification center for new messages, contract information, and other proposal updates.
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at support@adstruc.com or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
