Ayuda Media Systems to Unveil Outdoor Media Planning Optimization Engine
By Daniel Fleischer, Los Angeles, CA
May 19, 2013
Ayuda Media Systems, makers of the world’s most sophisticated media operations platform for Outdoor and D/OOH networks, will be unveiling a revolutionary media planning & optimization tool specifically designed for Outdoor operators to maximize occupancy rates, during the planning, proposal, and booking phases of the media sales workflow. Cerebro™ is a mathematical optimization engine that takes prioritized goal inputs such as reach, frequency, Target Rating Points, panel amount goals, and geographical location goals and delivers a plan that optimizes over those targets. Cerebro uses various mathematical optimization and meta heuristic techniques to combine these disparate goals and output an optimal plan.
Because the CerebroTM planning optimization engine is exposed as web services, it can plug into any contemporary sales, proposal, or charting tool that is typically used today by the Outdoor operator, including homegrown software. It also seamlessly integrates with the Ayuda Platform, for those operators already using Ayuda to run their outdoor operations.
Andreas Soupliotis, CEO of Ayuda, provides details: “People have asked us why not just use the existing TAB web services to obtain TRPs and Reach & Frequency data. That’s fine, until you want to add geographical constraints or optimize over specific geographic coverage, in which case the mathematics quickly become non- linear and complex. You can use TAB web services to create a 200 TRP plan in a specific DMA, but what if you want those 200 TRPs to come from specific targeted locations? That’s quite difficult, which is why you need the brain of a media planner. Cerebro is the brain that automates this process, no matter how many plan objectives you throw at it, returning a media plan that optimizes over all of the potentially unlimited objectives you feed it. This non-linear optimization is the core of Cerebro ’s power, and the math behind it is what Ayuda does so incredibly well. We recognize that not everyone in the outdoor community runs Ayuda’s line-of-business platform, and that they may already use their own proprietary systems for proposal generation, charting, POP and operations. So, by making Cerebro available as a set of web services separate from our core platform, we can help the entire industry maximize their occupancy rates while leveraging TAB OOH ratings, all proposed from their own available inventory. ”
Ayuda’s Cerebro is an 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. Cerebro is being unveiled today and is available to any outdoor operator (who is a TAB member) as web services 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.
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