News

New tech finds customers, where they've been and where they're going

September 16, 2016

Global software company Ayuda Systems announced today the creation of Ayuda[x] to help brands deliver ads to mobile devices and DOOH screens. Ayuda[x] analyzes huge geospatial datasets to pinpoint where customers are, as well as where they’re headed and where they’ve been. 

"Digital marketers are increasingly buying location-based mobile media, and we are intentionally melding DOOH and mobile into one bucket ,which we refer to as Location," said Ayuda and Ayuda[x] CEO Andreas Soupliotis, in a news release.

The company is using a go-to-mobile-market strategy to sell mobile buyers on the value of cross-screen campaigns.

"This is a pivot for us," Soupliotis said. "We’ve spent the past 13 years building a wildly successful ERP and digital signage software business for the OOH sell-side. Now we’re adding mobile as a first class citizen to our programmatic tech stack, and Ayuda[x] is working directly with marketers and digital agencies on the buy side."

The new system uses a platform with a cross-screen ad server to shift mobile impressions in real time to DOOH screens, then analyze the datasets and use geo-fences to tag devices located in places of interest. Ads are real-time-delivered to mobile apps inside the geo-fences. The system retargets those same devices after they’ve left the geo-fences on both mobile apps and DOOH screens.

Data feeds are accessed from sources like mobile exchanges and cellular, as well as beacons. Then algorithms optimize and move creative around mobile and DOOH screens.

"We’ve finally cracked location-based mobile marketing," said Soupliotis. "Digital marketers are now empowered to target their desired audience based on past and present location, which is, after all, the ultimate cookie."