Lamar Advertising Company Deploys Ayuda’s Cerebro™ Planning Engine to Embrace TAB OOH Ratings

Lamar first to offer optimized OOH Ratings based campaigns using Ayuda Media System’s Cerebro™ media planning engine

19 MAY 2013, LOS ANGELES, CA
Summary
Lamar first to offer optimized OOH Ratings based campaigns using Ayuda Media System’s Cerebro™ media planning engine

Ayuda Media Systems proudly announced at the 2013 OAAA National Convention that the Lamar Advertising Company is paving the way for TAB OOH ratings based media plans, by being the first out-of-home company to implement the Ayuda Cerebro™ media planning optimization engine. Cerebro™ helps automate how proposals and plans are generated from Lamar’s internally built sales and charting applications. Lamar Advertising is North America’s largest OOH advertising company, with the nation’s largest overall coverage of regional markets.

 

Ayuda’s Cerebro™ is a mathematical, 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.

 

Tommy Teepell, Lamar’s Chief Marketing Officer, commented: “The Lamar experience is about an outstanding relationship with our clients, and our service offering to them. To keep up that level of service, we wanted to fully embrace and support the TAB’s OOH Ratings. We wanted our own proposal and charting applications to speak the language of demographic audience. Bringing our idea of a decision engine, that would tie ratings to our in-house systems, to Ayuda helped us accomplish this goal.  We want to pave the way for smarter proposal creation, optimize and automate the way our team sells. ”

 

Andreas Soupliotis, Ayuda’s CEO, proudly states: “Lamar played an instrumental role in the innovation of the decision engine and helped evolve its initial iteration. They wanted to embrace TAB OOH Ratings as a first class citizen, within their already outstanding set of in-house developed sales, proposal generation, charting, and finance tools. Considering that Lamar already has a deep set of business rules that they apply to their sales and charting methodology, they were in a perfect position to provide us with guidance to refine and polish the optimization parameters. What Ayuda was able to bring to the table was the mathematics and creativity to create the world’s first artificial intelligence media planning brain, using Lamar’s business logic input. Lamar wanted to have their tools speak the language of TRPs, Reach & Frequency, and OOH Ratings, while performing the almost impossible task of optimizing all these objectives within very specific geographic constraints, all from their own inventory. Optimizing across all these parameters generally requires a media planner’s experience and brain, so Ayuda built a decision engine to accomplish precisely this task in an automated manner, specifically for the operator’s own inventory. We then took this decision engine and branded it as Cerebro™, designed to have its parameter logic customized using the specific business rules of any outdoor company using it.”

 

Cerebro™ is being unveiled today and is available to any outdoor operator as a set of APIs 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.

Quotes
"The Lamar experience is about an outstanding relationship with our clients, and our service offering to them. To keep up that level of service, we wanted to fully embrace and support the TAB’s OOH Ratings. We wanted our own proposal and charting applications to speak the language of demographic audience. Bringing our idea of a decision engine, that would tie ratings to our in-house systems, to Ayuda helped us accomplish this goal. We want to pave the way for smarter proposal creation, optimize and automate the way our team sells. " Tommy Teepell, Chief Marketing Office, Lamar Advertising Company
"Lamar played an instrumental role in the innovation of the decision engine and helped evolve its initial iteration. They wanted to embrace TAB OOH Ratings as a first class citizen, within their already outstanding set of in-house developed sales, proposal generation, charting, and finance tools. Considering that Lamar already has a deep set of business rules that they apply to their sales and charting methodology, they were in a perfect position to provide us with guidance to refine and polish the optimization parameters." Andreas Soupliotis
Spokespeople
About Ayuda Media Systems

Ayuda is a digital out-of-home ad tech company. The Ayuda Platform is a supply-side platform (SSP) that is used by media sellers worldwide to manage day-to-day operations. Aside from the usual CMS + player functionality, the Ayuda Platform includes iOS apps for proposal generation, CRM, inventory and contract management, invoicing, leasing, financial reporting and BI dashboards. The Ayuda Platform also includes a full programmatic stack, enabling media vendors to setup private marketplaces & exchanges, a self-service buying app for media buyers, and an ad server that can work with first party data to serve ads and target demographics in real-time. Ayuda is a proud member of the iAB, DPAA, OAAA and FEPE. For more information about Ayuda, visit www.ayudasystems.com

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