Easing The Buying Pains
ADCENTRICITY understands that no two campaigns are the same and each brand and industry requires unique insight and flexibility in each plan - without added cost or paying for unnecessary media.
Digital OOH can be a complex medium when planning on multiple Digital OOH Networks with varying structures. With this in mind, ADCENTRICITY's platform and service was developed to provide strategic planning capabilities that meet or exceed your objectives while saving you enormous amounts of time and energy.
ADCENTRICITY answers 6 specific complexities of Digital OOH planning, removing the barriers to making use of the medium and opening up access to enormous national audience potentials. The specific pains are:
Ultimately, ADCENTRICITY allows 1 Plan, 1 Buy, 1 Bill solutions on Digital OOH through a single point of contact on unlimited Networks - in as little as a week from engagement to campaign launch, depending upon the complexity of the campaign.
PLANNING
Central to the pains that exist in Digital OOH media is understanding what is available in the marketplace and what the audience composition is in each environment. A thorough and expedient analysis of every venue is required to ensure the selected venues and audiences are relevant to the strategic objectives of a campaign, through demographics, geography or channel. This ensures your campaign's success by buying on campaign requirements and consumer profile.
ADCENTRICITY's platform, capabilities and services allow for in-depth knowledge of audience and venue profiles across an unlimited number of Networks, with a multitude of approaches to planning.
BUYING
Once the planning has been completed across Networks (e.g. a campaign plan may include 80 Networks, nationally), a negotiation and purchase process between the Brand/Buyer and each individual Network. Each Network has varying rate structures and requirements which makes a multifaceted buy long and difficult to not only understand but also accomplish. A plan with 80 different Networks and thousands of venues still means 80 separate media sales negotiations.
ADCENTRICITY has streamlined the identification, reservation of inventory and purchase process with its Network partners to make purchasing Digital OOH as easy as purchasing most forms of traditional media. ADCENTRICITY allows for a single point of contact and a single negotiation, saving time, money and energy and supporting your internal needs most effectively.
CREATIVE
A common point of pain in Digital OOH media use is understanding the full scope of creative requirements once a media buy is finally executed. Diverse standards, technology and Network operating processes make for difficulty in understanding what's required. If a campaign is inclusive of 80 Networks, it is common to get a number of different content type requests with varying file types, lengths and sizes.
ADCENTRICITY's understanding of each Network's capabilities and requirements allows for a dramatic reduction in the amount of formats, effort and time associated with any media plan.
DISTRIBUTION
Once creative requirements have been met, usually just in time for a campaign launch, it is vital to not only have the content effectively distributed to the selected Networks, but also be assured that each Network has performed its responsibility of implementing, launching and auditing the respective creative. When distribution time arrives for a campaign with 80 Networks involved, this requires contact with and management of 80 separate Networks.
ADCENTRICITY has standardized the distribution process and reporting/campaign flight guarantees across every Network partner to ensure that each campaign is launched and executed as promised, In addition, ADCENTRICITY performs random spot tests and audits on its Network partners to verify that media is being delivered as promised throughout the campaign.
This dynamic and robust process also allows for near real-time updates to live creative throughout the campaign for mid-campaign alterations.
REPORTING
The reporting or "proof of performance" process is vital to ensuring a campaign was sufficiently serviced and the Network partners involved in the campaign have performed their duties to the satisfaction of the advertising contract. A campaign with 80 separate Networks will result in managing 80 separate companies with 80 different formats of performance reports to assemble for analysis, post-campaign.
ADCENTRICITY has standardized the reporting process and content from each Network to ensure that, once a campaign has successfully run, a full, standard report is delivered in a single file for review.
BILLING
Upon final delivery of the performance reports, a campaign involving 80 Networks will require financial reconciliation. Account Payable departments simply can't be overloaded with 80 separate requests for payment on a daily basis.
ADCENTRICITY acts as a single billing contact for the entire campaign, easing pressure on internal departments and ensuring payment is manageable. All reconciliation processes between ADCENTRICITY and its Network partners are pre-established and managed upon receipt of payment.
ADCENTRICITY provides a full "1 Plan, 1 Buy, 1 Bill" solution to Media Planners, Buyers and Brands. Truly influential advertising.
