Burkhart brings their Business Online by Implementing Zest, allowing Buyers to Discover Inventory, Request Proposals, and Build Campaigns Based on Actual Avails and TAB EYES ON TRPs and Reach Frequency
By Daniel Fleischer,Miami, FL
Apr 30, 2012
Burkhart Advertising announced at the annual TAB/OAAA Conference that the company has selected Ayuda’s Zest product to bring their business online. Zest will “snap” into Burkhart’s corporate Web site and offer potential buyers the ability to discover inventory, check live avails, target point of interests using mapping, and build audience-based showings using TAB EYES ON demographic target rating points (TRPs) and Reach Frequency. “What’s really unique about what we’re doing with Zest is that the system hooks into our charting engine and the TAB engine, both at the same time” stated Charlie Miller, CEO of Burkhart.
“With Zest, we are offering our buyers total transparency. Buyers can run a live avails check on our inventory against a target EYES ON demographic. Burkhart has always strived to make our business easier to buy for our clients. Zest is a clear step in that direction, and in a world where we do everything online we think this is only the tip of the iceberg.” Zest offers two modes. The first is a hyper-local, geographic targeting mode that allows buyers to target locations by specifying point of interests, and the second is a campaign-centric mode that centers on audience buys, incorporating TRPs and Reach Frequency.
“Burkhart has always demonstrated leadership in thinking about modernizing out-of-home” said Andreas Soupliotis, CEO of Ayuda. “Charlie and I have been talking for years about what we need to do to make out-of-home more accessible to the buyer. With Zest, buyers can discover locations, and get to an RFP stage within a few clicks. Moreover, we’ve built Zest to be able to hook into existing charting systems so we can check avails. And as the builders of the TAB EYES ON ADS system, it was a natural progression for us to bring TRPs and RF into the mix. The end result is a state-of-the art discovery and campaign building tool.” While Zest is a fully-compatible HTML5 Web application that can run on any browser and any operating system (including Safari, and Apple operating systems), Ayuda also offers Zest customers an App available on the Apple AppStore.
“While HTML5 runs on any platform, Apps are richer and more fun when consumed on an iPhone or iPad. We’ve also built a Zest App that takes advantage of local hardware such as GPS and the Accelerometer. These features make it easy for anyone who encounters a roadside billboard on the street to identify that specific board as well as similar inventory, immediately or while in transit. And I think operators will love the fact that with Zest, they can get their very own App in the Apple AppStore”.
ABOUT BURKHART ADVERTISING
Serving Northern Indiana as a family-owned & run business since 1964, Burkhart covers 38 counties providing more than 3,000 outdoor locations, including bus shelters and TriVision bulletins. Burkhart’s Transit advertising includes full bus wraps, posters and interior cards in the South Bend Market. Burkhart also has a presence in the Midwest, serving the Tri-State area in Southeast Nebraska, Fremont County Iowa, Northwest Missouri and Northeast Kansas.
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