Adrian J Cotterill, Editor-in-Chief
Burkhart Advertising announced at the annual TAB/OAAA Conference yesterday that the company has selected Ayuda’s new Zest product to bring their business online.
Zest will ‘snap’ into Burkhart’s corporate Web site and offer potential buyers the ability to discover inventory, check live avails, target point of interests using mapping, and build audience-based showings using TAB EYES ON demographic target rating points (TRPs) and Reach Frequency.
Charlie Miller, CEO of Burkhart told us “What’s really unique about what we’re doing with Zest is that the system hooks into our charting engine and the TAB engine, both at the same time”.
He continued “With Zest, we are offering our buyers total transparency. Buyers can run a live avails check on our inventory against a target EYES ON demographic. Burkhart has always strived to make our business easier to buy for our clients. Zest is a clear step in that direction, and in a world where we do everything online we think this is only the tip of the iceberg.”
Zest offers two modes. The first is a hyper-local, geographic targeting mode that allows buyers to target locations by specifying point of interests, and the second is a campaign-centric mode that centers on audience buys, incorporating TRPs and Reach Frequency.
Andreas Soupliotis, CEO of Ayuda told us “Burkhart has always demonstrated leadership in thinking about modernizing out-of-home”
“Charlie and I have been talking for years about what we need to do to make out-of-home more accessible to the buyer. With Zest, buyers can discover locations, and get to an RFP stage within a few clicks. Moreover, we’ve built Zest to be able to hook into existing charting systems so we can check avails. And as the builders of the TAB EYES ON ADS system, it was a natural progression for us to bring TRPs and RF into the mix. The end result is a state-of-the art discovery and campaign building tool.”
While Zest is a fully-compatible HTML5 Web application that can run on any browser and any operating system Ayuda also offers Zest customers an App available on the Apple AppStore.
“While HTML5 runs on any platform, Apps are richer and more fun when consumed on an iPhone or iPad. We’ve also built a Zest App that takes advantage of local hardware such as GPS and the Accelerometer. These features make it easy for anyone who encounters a roadside billboard on the street to identify that specific board as well as similar inventory, immediately or while in transit. And I think operators will love the fact that with Zest, they can get their very own App in the Apple AppStore” added Andreas Souptonuts.
About Burkhart Advertising
Serving Northern Indiana as a family-owned & run business since 1964, Burkhart covers 38 counties providing more than 3,000 outdoor locations, including bus shelters and TriVision bulletins. Burkhart’s Transit advertising includes full bus wraps, posters and interior cards in the South Bend Market. Burkhart also has a presence in the Midwest, serving the Tri-State area in Southeast Nebraska, Fremont County Iowa, Northwest Missouri and Northeast Kansas.