DOmedia, Ad Planning Giant Telmar Forge Alliance

I’ve no idea how meaningful this will be in activity, but if there is value in the company you keep then DOmedia just developed a very nice alliance with advertising planning giant Telmar Group Inc.

The alliance uses an API to connect Telmar with DOmedia and will “will enable Telmar’s agency clients to turn their media plans developed with Telmar systems into media buys through DOmedia’s agency software,” says a release today. “Additionally, DOmedia’s agency clients will be able to use Telmar’s planning analytics, the industry’s most advanced, on proposals requested through DOmedia.”

The connection between Telmar and DOmedia will lead with Out-of-Home media, and will follow with additional media. With its first in class Universal API, all plans and buy requests (RFPs) generated through the connection can be completed either directly through this new platform or via third-party services such as authorized buying exchanges, ad servers and financial systems.

This is an expansion of the Telmar offer, says Corey Panno, who signed on as President of Telmar Group earlier this year. “This increase in functionality is vital given the heightened importance of targeting the right demographic throughout the media planning process. The last thing a media planner needs to worry about is how to mesh data gathering with the analytical phase of media planning with the proposal and implementation process.”

With this alliance every phase of media planning will be completed with Telmar media planning tools, spanning from the initial Request for Proposal to the creation of the buy request. This alliance fits squarely into the Telmar MediaVision™ platform and philosophy that ensures effective and efficient advertising outcomes through integrated marketing, media planning and buying processes.

“Telmar users will now be able to seamlessly transition from planning to proposal management and buying with even more efficiency and responsiveness to meet client needs,” saysRich Langdale, CEO of DOmedia, LLC. “This alliance will help advertisers better understand the full capabilities of out-of-home media with accountability.”

With the integration, all of Telmar’s agency customers are able to use DOmedia’s RFP software to turn media plans into media buys. Agencies currently using DOmedia can analyze vendor proposals using Telmar’s planning analytics.

Agencies and Brands who are currently Telmar TOPS 2.0 customers can connect to DOmedia’s search and RFP software for free. Non-Telmar customers can still use DOmedia for free.

Running more buys through DOmedia is critical for the company, as the business model is based on volume, not a healthy sales commission. It’s a teeny percentage – like a processing fee – so they need to love a lot (unless something has changed since I got the run-through).

Telmar’s advertising and media information software and services have about 10,000 users across 85 countries, including many of the world’s leading advertising agencies, digital and print publishers, broadcasters and advertisers. DOmedia is s small Columbus, OH start-up, but has done deals for its system to be used by Starcom-Mediavest and is also integrated with NEC’s VUKUNET.

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