Groundbreaking social media and audience analytics dashboard for DOOH networks to be unveiled at the 2013 Digital Signage Expo
By Daniel Fleischer, Las Vegas, NV
Feb 26, 2013
More and more DOOH networks “like” social media. So does Ayuda Media Systems, who today announced its latest product offering called Social insights. With this latest addition to the Ayuda Platform for managing all aspects of an OOH operator’s systems, the Social Insights module allows for the compositing of interactive content directly from Ayuda’s Splash™ digital signage CMS, designed to interface with social media apps. Moreover, the Social Insights dashboard provides rich audience analytics that identifies who interacted with the ad campaign, thus helping networks demonstrate the value of OOH to their buyers.
“Our Splash™ clients have continually looked to Ayuda for guidance on how to tie in their digital OOH campaigns with social media,” recalls Andreas Soupliotis, President and CEO of Ayuda. “For example, a DOOH network may wish to offer their advertisers the ability to author content that is likeable on Facebook in exchange for the advertiser offering some kind of loyalty reward. Up until now, the answer was to have the agency or advertiser simply bake the interactive elements into the content. With Social Insights, we help the network provide more value to the advertiser by having the software do it for you, which makes it possible for the software to provide valuable audience profile data to the buyer.
“Instead of simply being a content delivery mechanism, the digital signage CMS becomes a tool to capture valuable data – the kind of data that helps networks attract the ad dollars.” Social Insights accomplishes two objectives. Instead of requiring an advertiser to bake in a QR code into the ad copy, Ayuda’s Splash™ CMS enhanced with the Social insights add-on provides a mechanism for the operator to generate the QR code directly from Splash™ and layer it on top of any piece of content. Next, the consumer’s profile data is captured and tabulated into a dashboard that the network can share with the advertiser. “
After the QR code has been composited,” continues Soupliotis, “the real magic happens. Today, without Social Insights, when the QR code is baked into the content, the QR code would for example point to the advertiser’s Facebook campaign. The problem with this traditional method is that it may be difficult or impossible to distinguish which interaction came from the DOOH campaign versus having come directly from the site. This does not help demonstrate the value of DOOH. With Ayuda’s Social Insights, the software-generated QR code allows Ayuda to intercept the “likes” and tabulate the results into a rich dashboard for the network. The consumer is incentivized to opt-into allowing the advertiser to tap into their profile, which populates the Social Insights dashboard with metrics that the DOOH network can demonstrate to the buyer. When the advertiser tabulates the insights into their Facebook ad manager dashboard, they will know exactly which interactions came from OOH. That’s how we help our DOOH customers provide more value and win more business. Ayuda has made the CMS relevant again.”
Ayuda’s Social Insights module snaps into Splash™, Ayuda’s digital CMS. Both Splash™ and Social Insights are tightly integrated into the Ayuda Platform, which manages the entire OOH media execution workflow from sales, to inventory management, scheduling, billing, and audience reporting.
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