Ayuda & Ströer lay the foundation for a programmatic future
By Daniel Fleischer, Montreal, Quebec, Canada
Jun 1, 2016
In the 12 months since Ströer and Ayuda first announced their partnership at the 2015 FEPE Congress in Budapest, much progress has been made towards updating and modernizing Ströer’s bespoke software ecosystem to lay the foundation for future programmatic innovation.
The migration of almost 3,500 screens to the Ayuda Platform was completed earlier this year with practically no downtime or disruption to the Public Video network. This is no small feat considering that the transition process involved remotely converting the player OS from Windows to Linux to reduce operating costs; physically swapping out older hardware devices to enable enhanced hardware acceleration features; and installing and configuring over 350 local Ayuda Cloud Extenders – software that minimizes the need for network bandwidth in malls and train stations throughout Germany. Leveraging this updated software foundation, Ströer and Ayuda continue to push forward with innovative new features and technology on the Public Video network such as real-time Twitter and social feeds integration, deployment of state-of-the-art roadside digital billboards, and a dynamic, impression-based booking and playout system.
The innovation and progress that Ayuda has enabled at Ströer doesn’t stop with the digital technology landscape either. Working with Ströer’s local & regional sales force teams, Ayuda has deployed a tailor-made Local Sales app which is currently being rolled out across Germany to several hundred local sales reps. Developed as both a native iOS app, as well as a responsive HTML app, the Ayuda Juice app enables local sales teams to track leads and contacts for local business accounts and obtain a 360 view of the activities against those accounts. Future enhancements will include availability checking, proposal generation, and booking confirmations – all while on the go from a salesperson’s mobile device.
One of the cornerstones of the Ströer / Ayuda partnership is the shared vision of a programmatic future for OOH. Both companies firmly believe that the only way to exponentially grow OOH revenue is to enable programmatic initiatives that tap into new online/digital revenue streams. With that goal in mind, rather than introducing disruptive, new, OOH-specific programmatic solutions, Ayuda has integrated their OOH ad-tech platform with industry-leading online Demand Side Platforms (DSPs) by leveraging initiatives such as the Interactive Advertising Bureau (IAB)’s OpenRTB and VAST industry standards.
“When an online buying agency can use their existing demand-side tools to instantly purchase Public Video inventory alongside YouTube pre-roll video ads and mobile ads, we have successfully opened up new channels of revenue that we would never have seen. This dream is now a reality in our Public Video network,” explains Christian von den Brincken, Head of Business Development, Strategy and Innovation at Ströer and the chief driver of Ströer’s programmatic initiatives.
With several DSP integrations already completed and running pilot programmatic campaigns, interest from other leading DSPs has surged. “We are in contact with many of the largest online ad-tech suppliers in Germany and across the world,” says Bruno Guerrero, Director, Programmatic Products at Ayuda. “Our mission is to integrate our OOH ad-tech platform with as many online DSPs as possible in the coming months,” adds Guerrero.
With the partnership already bearing fruit in the form of a modernized digital infrastructure and enhanced sales tools, both companies are looking ahead to the coming years with the goal of extending the reach of OOH into the online programmatic ecosystem.
Ayuda is an ad tech company specializing in OOH. The Ayuda Platform is used globally by some of the largest OOH companies in the world to manage day-to-day operations. It includes an ERP specially built for OOH, a digital signage platform, and a programmatic ad-tech stack that enables OOH media companies to tap into new digital revenue streams. Ayuda is a proud member of the iAB, DPAA, OAAA and FEPE. For more information about Ayuda, visit www.ayudasystems.com
Ströer SE & Co. KGaA is a leading digital multi-channel media company and offers advertising customers individualized and fully integrated premium communications solutions. In the field of digital media, Ströer is setting forward-looking standards for innovation and quality in Europe and is opening up new opportunities for targeted customer contact for its advertisers. The Ströer Group commercializes and operates several thousand websites in German-speaking countries in particular and operates approximately 300,000 advertising media in the out-of-home segment. It has approximately 3,300 employees at over 70 locations. In fiscal year 2015, Ströer SE generated revenue of EUR 824m. Ströer SE & Co. KGaA is listed in Deutsche Börse’s MDAX.
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