February 2008

Adcentricity unveils digital OOH
planning and buying platform

New York, Chicago and Toronto – Adcentricity has announced Adcentricity ADVenue, the company’s next generation software platform that assists businesses in connecting with the audiences they desire in over 70 venue types within the fragmented Digital Out-of-Home media space. The ADVenue platform is designed to help marketers to more quickly understand, plan and launch Digital OOH advertising campaigns.

The new platform is built to complement its high-touch service, expertise and knowledge in planning and buying Digital OOH —to effect more efficient, accurate and targeted media buys. ADVenue currently consolidates over 130,000 screens in over 200 DMAs.

“Adcentricity ADVenue represents a completely new way of approaching advertising in Digital OOH,” said Rob Gorrie, the firm’s president, in a statement. “...ADVenue is backed by an incredible amount of supporting data, including integrated census information, making in-depth media decisions possible.”

The platform provides three key elements that advertisers already making use of the space will no doubt find useful:

The ability to truly understand by region and venue type, which geographies and venues are a fit for campaign and business objectives, supported by census, association and third-party data.
The ability to set priorities for a plan, such as defining tighter targeting on a desired audience or larger reach, while automatically assigning priorities based on a defined budget across tens of thousands of venues.

The ability to plan local and buy national. Marketers can now build national plans and buys, DMA by DMA, allowing for different plans in markets, under the same consolidated annual or campaign plan.
“Where ethnography has had an enormous impact on more recent planning decisions, 'Topographical' advertising, literally translated as 'place writing,' has the ability to connect brands and consumers, in-context, like no other medium,” added Gorrie. “You simply have to know where to look and how to speak to them. ADVenue makes advanced decisions on each venue based on millions of calculations per campaign.”

ADVenue further supports marketer needs by providing detailed proposals, campaign summaries and analytics for planners; making more in-depth decisions and strategic use of the medium possible.
The new platform will offer advertisers and agencies access to some of the most sophisticated targeting, planning, buying and measurement tools available in the Digital OOH marketplace and across Adcentricity’s network of partners. For more information, please contact Jeff Atley by telephone at 866.611.3664 x 201 or e-mail: jeff@adcentricity.com.