Gail Chiasson, North American Editor
InfoCenter, Digital Place-based Advertising Association’s long awaited online search and discovery tool is now officially in operation after being launched March 22.
InfoCenter allows advertisers and agencies to search a full listing of digital place-based networks by audience demographics and psychographics, audience and programming profile, venue profile, advertising format, research providers and a wealth of other pertinent information.
“DPAA’s InfoCenter is an invaluable software mechanism for media strategic planners and the digital place-based industry,” says Andreas Soupliotis, CEO, Ayuda Media Systems, the Montreal-based company that created the infrastructure of InfoCenter. “This software platform will put digital place-based networks right alongside other media on the desktops of every major agency and client organization.”
“The advertising community has stated a need for a rich, visual tool to help facilitate the use of this nascent industry,” says Sue Danaher, president of DPAA, the driving force behind the launch of this digital place-based media platform, “ Now they have it. Throughout our Beta testing, the feedback from the advertising community has been overwhelmingly positive.”
Kris Magel, executive vice-president, director of national broadcast at media agency Initiative, says, “This is a great new tool for anyone looking to identify venues that might fit their communication objectives. I’m confident it will aid in the implementation of our place-based media strategies.”
“A key strength of this software platform is the ability of both Arbitron and Nielsen to feed their information directly into InfoCenter,” says Danaher. “This will greatly aid in heighten credibility of our industry. InfoCenter, housed on our newly designed website, is free to all the advertising community. It is currently a listing of member network operators but we welcome non-member information, for a nominal charge, to also be included on the site. Interested non-member network operators need only contact us.”
InfoCenter was in the works for over six months, with the enthusiastic cooperation and support of its member network operators, Ayuda Media Systems and numerous research providers.