ADCentral Platform Overview

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ADCentricity's ADCentral platform has been developed to make the advertising campaign planning, purchasing and executing process efficient and effortless. Perfect for media buyers, or for companies who lack media buying staff.

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ADCentral Platform Overview

  1. 1. PLATFORM OVERVIEW
  2. 2. This  presenta,on  will  outline  the  ADCentral  pla4orm,  it’s  components,  their  a9ributes  and  uses.      It  will  also  provide  real-­‐world  examples  of  situa,ons  where  the  ADCentral  pla4orm  was  essen,al  in  the  development  and  implementa,on  of  media  campaigns.  IntroductionContent and Interaction
  3. 3. IndexCase  Studies    Digital  Signage  –  4  &  5    Bluetooth  –  6    SMS  –  7    In-­‐store  Radio  –  8  &  9    Mobile  –  10  &  11  ADCentral  Components    Overview  –  12    ADVenue  –  13    ADTarget  –  14    ADFormat  –  15    ADReporLng  –  16    ADAir  –  17    ADMobile  –  18    Conclusion  –  19  
  4. 4. Inventory  &  Venues:  30  screens  over  10  Mac’s  convenience  store  loca2ons  Target:  ‘Breath  Freshener’  category  Market:  Toronto,  Ontario    Objec,ve:  Demonstrate  the  effec2veness  of  DOOH,  in-­‐store  and  point-­‐of-­‐  sale  adver2sing  Delivered:  64,800  ad  plays  and  118,000  impressions  over  the  10  day  campaign  Digital SignageBreath Freshener Case StudyThis  case  study  demonstrates  ADCentral’s  robust  selec,on  of  digital  loca,on-­‐based  inventory,  venues  and  target  parameters  to  improve  the  success  of  a  campaign  and  ul,mately  improve  category  liL  
  5. 5. Results  •  A  15-­‐second  spot  played,  on  average  648  ,mes  per  loca2on  per  day  on  both  in-­‐store  and  POS  screens  •  Average  cost  of  15-­‐second  ad  per  loca2on  per  day  is  $5.32  •  The  average  impressions  per  loca2on  per  day  were  1,180  •  10%  to  40%  liM  in  transac2ons  Digital SignageBreath Freshener Case StudyBreath  freshener  category  liL  due  to  digital  display  adver,sing  Source:  Executed  by  ADCentricity,  sales  data  provided  by  iSign  Media  
  6. 6. BluetoothConfectionary Case StudyInventory  &  Venues:  30  loca2ons  –  10  with  digital  screens  –  10  with  Bluetooth  –  10  with  both  screens  and  Bluetooth  Market:  Toronto,  Ontario  Objec,ve:  Prove  the  effec2veness  of  using  Bluetooth  in  conjunc2on  with  digital  place-­‐based  adver2sing  to  generate  sales  liM  for  confec2onary  product  category  Results    Sales  LiM  (%):  •  Digital  Screens:  24%  •  Bluetooth:  5%  •  Digital  screens  and  Bluetooth:  28%  This  case  study  proves  ADCentral’s  ability  to  facilitate  the  incorpora,on  of  mul,ple  media  types,  improving  the  impact  of  a  campaign  and  generate  product  sales  liL  Source:  iSign  Media  
  7. 7. SMSMobile Coupon Case StudyTarget:  Baseball  fans  Market:  Toronto,  Ontario    Objec,ve:  Provide  mobile  coupon  campaign  for  Rogers,  the  Toronto  Blue  Jays  of  MLB  and  Research  In  Mo2on  Delivered:  Fans  respond  with  first  and  last  name  to  receive  a  personalized,  track-­‐able  coupon  for  $50  for  a  Blackberry  phone  Results    •  Par2cipa2on  and  coupon  conversion  was  very  high  •  Client  opted  to  con2nue  the  program  deeming  it  a  success  This  case  study  proves  ADCentral’s  ability  to  incorporate  SMS  messaging  in  campaigns  to  add  consumer  engagement  with  brands  and  improve  the  consumer’s  overall  experience  Source:  Impact  Mobile  
  8. 8. Screens  &  Venues:      Pharmacy  (audio):  4%  of  total  loop    Doctor’s  Office  A:  10%  of  total  loop    Doctor’s  Office  B:  4%  of  total  loop    Fitness  Centre:  42%  of  total  loop  Market:  Tampa  Bay,  St.  Petersburg,  Sarasota  -­‐  US  Delivered:  1x60  second  ad  on  digital  signage  and  2x30  second    in-­‐venue  radio  ad  -­‐  4  week  dura2on  In-Store AudioAmerican Insurance Case StudyObjec,ve:  Execute  and  measure  success  of  a  digital  media  campaign  across  mul2ple  venue  types  Source:  Executed  by  ADCentricity,  data  provided  by  PeopleCount  
  9. 9. In-Store AudioAmerican Insurance Case StudyBrand  Awareness:  •  82%  aware  of  brand  •  19%  aware  of  brand’s  adver2sing  on-­‐site    Campaign  Influence:  •  26%  that  saw/heard  ad  would  consider  purchasing  insurance  aMer  viewing/hearing  ad    409  intercept  quesLonnaires  were  taken  Results    Media  No,ce:  •  80%  no2ced  audio  •  50%  no2ced  digital  screen  Adver,sing  Message  Recall:    •  11%  recalled  audio  •  68%  recalled  video  Purchase  Intent  and  Product  Usage:  •  10%  plan  to  purchase  insurance  in  next  12  months  Source:  Executed  by  ADCentricity,  data  provided  by  PeopleCount  This  case  study  demonstrates  how  ADCentral  allows  adver,sers  to  plan  and  execute  mul,-­‐channel  campaigns  to  improve  awareness  and  recall  for  a  brand  
  10. 10. MobileADMobile Case StudyInventory  &  Venues:  One  major  retailer  –  7  Wi-­‐Fi  access  points  Market:  Downtown  Toronto,  Ontario  Objec,ve:  Prove  ADMobile’s  ability  to  reach  consumers  on  the  path-­‐to  purchase  and  influence  behavior  in  an  ahempt  to  increase  basket  size  Target:  <35  year  old  urban  dwellers  –  High  disposable  income  Delivered:  Promo2on  offer  “10%  off  with  spend  of  $50  or  more”  via  Wi-­‐Fi  
  11. 11. MobileADMobile Case StudyResults    Strong  Mobile  Offer  Redemp,on:  •  46%  of  ADMobile  members  redeemed  the  10%  promo2onal  offer  Basket  Size  Improvement:    •  Average  increase  in  basket  size  of  22%  Posi,ve  Shopper  Experience:  •  Experience  ra2ngs  average  from  good  (>40%)  to  excellent  (>50%)  [source:  1500  surveys)    Efficient  Mobile  Checkout:  •  Customers  showed  their  offer  code  on  mobile  phone  to  cashier  for  redemp2on  –  Mobile  savings  printed  on  receipt  ADMobile  proved  to  effec,vely  deliver  in-­‐store  mobile  promo,ons  over  a  Wi-­‐Fi  network  to  increase  basket  size,  improve  shopper  experience  and  prove  consumer  adop,on  of  mobile  shopping  
  12. 12. The  ADCentral  plamorm  contains  a  broad  inventory  of  loca2on-­‐based  digital  media  assets  for   inclusion   in   standalone   or   omni-­‐channel   marke2ng   campaign(s)   and   predefined  business   processes   for   campaign   execu2on.   With   access   to   over   240,000   digital   media  assets   consis2ng   of   in-­‐store   screens,   interac2ve   displays/kiosks   and   windows,   in-­‐store  radio,  mobile  aps  and  wireless  networks,  ADCentral  provides  a  great  deal  of  flexibility  as  a  planning  plamorm.    A  turnkey  interface  incorporates  a  variety  of  campaign  parameters  (geo-­‐targe2ng,  demographics,  psychographics)  to  create  an  extremely  refined  campaign  and  provide  mul2ple,  tailored  campaign  proposals.      ADCentral  is  composed  of  several  key  components;  ADVenue,  ADTarget,  ADFormat  and  ADRepor2ng.   These   components   provide   a   robust   series   of   op2ons   for   planning,  purchasing  and  execu2ng  a  campaign  that  will  effec2vely  reach  the  target  audience.    Managing   all   aspects   of   campaign   workflow  including  inventory  across  all  channels  Enables   insight   and   behavioral   customer  targeLng,   aligning   customer   profiles,   venues  and  channels  with  campaign  objecLves.  Automated  delivery  of  specific  localized  content  ReporLng  and  proof-­‐of-­‐play  for  all  campaigns  
  13. 13. ADVenue   is   an   extremely   powerful   inventory,   data  and   automated   workflow   module.   It   serves   as   a  pricing   and   proposal   system   for   digital   out-­‐of-­‐home  (DOOH)  adver2sing  campaigns  ADVenue  is  the  core  of  ADCentral;  controlling  aggregate  inventory,   planning   by   audience,   relevant   venue  matching,  repor2ng  and  campaign  workflow.    ADVenue  also   provides   informa2on   in   regards   to   pricing   and  crea2ve   guidelines/requirements   for   each   venue   and  channel  
  14. 14. ADTarget   provides   targe2ng   methodology   that  powers  predic2ve  consumer  behavior  for  all  products,  services   (including   most   brands   or   compe22ve  brands)  and  psychographics  provided  by;  HubThe   patent-­‐pending   methodology   is   designed   specifically   for  DOOH,  loca2on-­‐based  media  and  integrates  a  wealth  of  insighmul  consumer  data.  This  allows  brands  to  effec2vely  align  consumer  profiles,  venues  and  channels  with  their  campaign  objec2ves  Plan  na,onally,  execute  hyper-­‐locally  and  maximize  ROI  Simmons  
  15. 15. ADFormat   is   a   tool   developed   to   allow   for   flexible  incorpora2on   of   crea2ve   into   the   marke2ng  campaign.   Its   main   ahribute   is   the   ability   to  automa2cally  understand  and  change  the  context  of  local   messaging   based   on   what   happens   to,   at   or  around  a  loca2on,  in  real-­‐2me  At   its   simplest   level,   ADFormat   automa2cally  adjusts  the  dimensions  of  the  crea2ve  to  meet  the   criteria   of   the   digital   screen   it   will   be  delivered  to  At   its   highest   level,   ADFormat   allows   for   the  real-­‐2me   adjustment   and   delivery   of   crea2ve  based   on   loca2on-­‐specific   requirements   for  any  campaign  4:3  16:9  
  16. 16. ADRepor2ng  is  a  ‘behind  the  scenes’  component  of   ADCentral.   In   conjunc2on   with   networks   and  venues,   ADRepor2ng   provides   data   on   currently  running  or  already  finished  campaigns  Adver2sers   receive   proof-­‐of-­‐play   reports   and  documenta2on   to   accurately   track   impressions   and  interac2ons  on  engaging  media  to  effec2vely  measure  campaign   success   (including   ad   plays,   impressions,  engagement  and  photo  of  running  crea2ve)  and  make  adjustments   to   the   crea2ve   in   real-­‐2me   using  ADFormat  
  17. 17. ADAir  Transmi9er  Nodes  Compact   devices   deployed   along   or   in  parallel   with   loca2on-­‐based   media   to  deliver   content   seamlessly   via   Wi-­‐Fi  and/or  Bluetooth  ADAir  Ad  System  (AAS)  Content   management   system  enabling  uploading,  maintaining  and  scheduling  of  content  ADAir  allows  networks,  venues  and  adver2sers  to  include  wireless   push   messaging   capabili2es   to   turn   everywhere  the   consumer   is   into   a   loca2on-­‐based   adver2sing  opportunity  Engage  with  consumers,  create  a  dialogue,  gain  insight  and   accurately   track   impressions   and   interac2ons   on  engaging   media   to   effec2vely   measure   campaign  success  
  18. 18. Third  Party  Integrated  applica,ons  ADMobile   integrates   the   core  capabili2es   of   the   applica2ons   of  Impact   Mobile   (Opt   in/out   SMS/MMS  messaging),   Aisle411   (Indoor   Mapping  and  Product  Search)  and  Qthru  (Mobile  Commerce   &   Wallet)   and   extends   this  into  ADCentral  ADMobile   acts   like   a   kit   of   loca2on-­‐based   mobile  shopping   tools,   providing   businesses   with   mobile  u2li2es,   loca2on   services,   content   management,  analy2cs  and  robust  repor2ng    ADMobile  Applica,on  Private  label  or  white  label  iOS  and  Android  based  applica2on,  delivering  loca2on  aware  offers  and  shopping  tools  to  mobile  devices    ADMobile  Web  Service  APIs  Full  suite  of  web  service  APIs  that  replicate  the  func2onality  of  ADMobile  app  and  allow  brands   to   incorporate   its   features   into  exis2ng  interfaces  Scout  Loca,on  Services  Providing   consumers   with   access   to  loca2on-­‐specific  mobile  content,  regardless  of  the  consumers’  loca2on  Content  Management  System  In   conjunc2on   with   Scout,   allows   for  content   push   when   consumers   enter   a  pre-­‐defined  geographic  zone  
  19. 19. THE  TURNKEY,  PLUG  AND  PLAY  PLATFORM  FOR  PLANNING,  PURCHASING  AND  EXECUTING  DIGITAL  LOCATION-­‐BASED  MEDIA  CAMPAIGNS  

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