The Montreal out of home ad software firm Ayuda Systems has made what it calls a pivot by spinning off a wholly-owned subsidiary called AYUDA[x] that uses geospatial data to hyper-target and deliver ads to Digital OOH screens AND smartphones.
“Digital marketers are increasingly buying location-based mobile media, and we are intentionally melding DOOH and mobile into one bucket which we refer to as location,” explains Andreas Soupliotis, CEO of both Ayuda and AYUDA[x], in a press release this morning.
“This is a pivot for us,” adds Soupliotis. “We’ve spent the past 13 years building a wildly successful ERP and digital signage software business for the OOH sell-side. Now we’re adding mobile as a first-class citizen to our programmatic tech stack, and AYUDA[x] is working directly with marketers and digital agencies on the buy side.”
AYUDA[x], the company says, is built around a platform that includes a cross-screen ad server, that can seamlessly shift mobile impressions to DOOH screens in real-time.
The platform analyzes massive spatiotemporal datasets and uses geo-fences to tag devices that are physically observed in places of interest. It delivers ads in real-time to mobile apps on devices while inside the geo-fences, and retargets those same devices after they leave the geo-fences on both mobile apps and DOOH screens.
The platform accesses data feeds from a variety of sources ranging from mobile exchanges & cellular to beacons. Algorithms optimize, in real-time, how creative is moved around screens, both mobile and DOOH.
The platform is an ad server as well as a supply-side ad exchange that enables digital OOH network operators to do things like schedule a placeholder in their content rotations that will accept and play ads automatically based on bookings (and on rules and pre-approvals, etc, etc).
Big and interesting step for the relatively small company, based among the centuries-old buildings and cobblestoned streets of old Montreal. It’s a logical and probably necessary move as media planning gets more and more programmatic and big data, not people, informs and shapes what media gets bought and where and when it runs.
I don’t pretend to understand a lot of it (read the tech details to learn about things like Nirvana Scores and geotemporal signals), but the very dumbed-down gist of this is that the days of planning media days, weeks and months in advanced, based on simple things like postal/zip codes and gross demographic data, are ending. The future is all about heat maps and geofencing and real-time targeting.
There are lots of online and mobile targeting platforms that could in theory do digital OOH (and maybe some do … dunno), but this is the first platform (I think) going the other way, from DOOH to mobile.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.