Ayuda[x], Ayuda Media Systems’ sister company that focusses on location-based marketing technology announced this week at #dse2017 that it has introduced an overhauled version of its Digital Out-Of-Home (DOOH) ad server that uses Artificial Intelligence (AI) techniques to improve the efficacy and targeting of DOOH advertising.
Andreas Soupliotis, CEO of Ayuda[x] (and Ayuda Media Systems)told us “Studies show that 94% of retail sales still take place offline in brick-and-mortar stores (almost $4.5 trillion USD) while only 6% happen online,” said There are a massive number of ad tech firms whose sole purpose is to drive consumers to online shopping sites, yet few companies are thinking about how to drive consumers to offline, physical brick-and-mortar stores. Ayuda[x] is continually improving our ad tech to better target offline, custom audiences. We have introduced an all-new version of our DOOH ad server that continually improves its own targeting efficacy as a campaign runs. By leveraging our mobile partner ecosystem, we can understand whether consumers exposed to DOOH placements are effectively converting into store visits.”
Using AI-based supervised learning techniques, Ayuda[x]’s ad server adjusts and course corrects its delivery strategy to favor panels that are generating desired foot traffic to stores, and disfavors panels that are not generating foot traffic. As a campaign unfolds, the ad server learns the optimal delivery and pacing strategy while reducing spill impressions.
We asked Andreas Soupliotis why this marriage of computer science and marketing is relevant “Digital marketers today are smart. Really smart. They only want to buy ads from platforms that have a great targeting story. We believe the phone in consumers’ pockets tells a story about their offline behaviors, and we use it to activate DOOH.”
Ayuda[x] is an interesting sister company / potential spin off. It’s mantra would seem to be to generate new revenue for DOOH operators from digital buyers who don’t normally buy DOOH. These buyers, who are used to buying online video, mobile and display typically become confused when presented with the acumen of DOOH today. We are sure that they find little value in spots, loops, and third party research studies BUT they do get really excited when it is explained that Ayuda[x] has a self-adjusting ad serving platform that learns which panel and what time to activate based on foot traffic data from mobile data, and that’s when their budgets WILL open up.
We understand that the ompany is currently testing the AI-based ad server with a consumer products goods company and a quick-service restaurant chain.