ADstruc is a Tool for Outdoor Advertising
Media spending on outdoor advertising reaches into the billions and continues to grow. ADstruc’s developers tout it as the easiest way to plan and buy outdoor advertising, bringing this potentially lucrative business further into the online marketplace. The startup works to make it easier for existing buyers to find and procure outdoor ad inventory and, beyond that, to increase the number of buyers of ad campaigns using outdoor advertising. In essence, ADstruc’s service could make buying billboards easy by offering a tech platform that automates some of the media planning and buying process.
While most campaign planning happens on spreadsheets, ADstruc lets advertisers post requests for proposal for their campaigns, and outdoor ad companies can bid to participate. The advertisers can actually browse the bids in a map, narrow down their search based on different criteria, and even see what their ad will look like in a given location. Once a campaign is running, ADstruc also offers a product called ADtrack that maps geo-tagged social media conversation along with the ads so that advertisers can see whether the ads are driving online conversation. With basic tech support features, users can access all these features from any device connected to the Internet.
The key is ADstruc’s focus on OOH, or Out Of Home advertising, which is advertising reaching the consumer while they are outside the home. It is useful for larger companies with a thinly stretched workforce or smaller companies who simply do not have a large advertising department, using automation to take some weight off employees. While a company may prefer using automation to free their people to be more creative, it can also free them to focus more on customer service, which is important in its own right.
One of the most interesting aspects of ADstruc’s service is the ability to link digital events to OOH advertising, even if the ad is not on a digital billboard. For one thing, a company can now measure campaigns in direct correlation with other media. For example, you can discover who is tweeting about your brand or liking it on Facebook in proximity to your billboards at any time. Clients, knowing this as it happens, can then choose to reply to the social media discussion. Little is needed other than the dependability of a good computer support company to help you get the most out of Adstruc’s service at all times.
ADstruc’s platform has analytics to help you understand the impact of your outdoor advertising, but the ability to connect social media buzz to specific OOH campaigns will give advertisers even fresher data to work with. Geotargeting features built into the platform help companies identify precisely the right media for a campaign. Overall, ADstruc is a fantastic tool to streamline the planning process for advertising, yielding more time to strategize around your specific marketing objectives while providing the impact you want your advertising to produce.
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