Industry veteran develops free-to-all, online buying system to facilitate and automate the purchase of traditional and digital out-of-home
By Joe Cotugno, New York, NY
Nov 1, 2010
Ayuda Media Systems (“Ayuda”) announced today that it is releasing a new online buying system for the out-of-home (“OOH”) industry that will make traditional and digital OOH easier to buy. The system, which is free to network operators and agencies, called Symphony, is a Web-based software platform that allows OOH buyers to put together and procure an OOH campaign in seconds. “Buying and posting an ad on the Internet today takes seconds thanks to Google AdSense. We feel that traditional and digital OOH should be just as easy,” said Andreas Soupliotis, CEO of Ayuda.
“We’ve been developing solutions for the OOH industry for 7 years, so we feel we are uniquely positioned to understand the needs of OOH media buyers,” referring to the success Ayuda has experienced with its industry-renowned BMS software for network operators. Symphony is a free buying platform that enables media buyers to manage media plans and offers more visibility into the world of traditional and digital out-of-home. Media buyers can use the system to browse digital and traditional OOH networks, drill into networks, look at associated media measurement data such as Eyes On Ratings (for traditional OOH assets), detailed venue profile information (for digital OOH assets), as well as demographics, maps, photos, and videos. Optional functionality includes digital campaign execution, proof of performance/play, and creative trafficking. “This is the richest exchange platform out there,” Soupliotis continued, “and it’s free, both to agencies as well as media operators.”
Symphony will eventually connect to Planning systems such as the recently announced DPAA planning tool and other OOH panning systems, to achieve the industry’s ultimate objective of simplifying the entire D/OOH planning and buying process. Ayuda also announced that it will customize Symphony for all participating agencies based on their specific requirements and will ensure that all their data remains confidential. Each agency will thus have their own, customized version of Symphony. Moreover, all network operator data will also remain confidential, passcode protected, and will only be accessible to agencies of their choosing. Ayuda is the most advanced software provider to the OOH industry with over 300,000 boards under management and over $250 million in billings having been managed through its flagship BMS system.
Current clients range from CBS Outdoor and Van Wagner to Eye Corp. This does not represent the first time Ayuda has come into the D/OOH arena offering a free solution to the industry. Ayuda has built the highly adopted Eyes On Web platform for the Traffic Audit Bureau for Media Measurement (TAB), and has recently co-announced an upcoming release of a DOOH planning tool developed with the Digital Place-Based Advertising Association (DPAA) that incorporates research studies from Arbitron and measurements from Nielsen.
Soupliotis commented: “Symphony is being offered to the industry at no charge to network operators and agencies. The reason we chose to offer it for free is that buying exchanges do not represent rocket science and should thus be priced accordingly. The major value proposition comes from the networks themselves, not our software aggregation layer.” When asked how Ayuda would monetize Symphony, Soupliotis replied “We’ll make money by selling optional additional services, such as campaign execution, and being able to tie into trafficking, billing and financial systems. Such “add-ons” will be on an “at request” basis. So if media operators and agencies just want to use the basic buying exchange system, there is no cost.”
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
Partner, Senior Vice President of Global Client Services
Ayuda Media Systems
+1 (514) 845-0824 x200