Technology is seeping into every business vertical as a complete must for efficient work environments. A software application makes the job of staying organized by creating streamline operations. In the Outdoor Advertising Industry, there is a large demand from both sides of the preverbal media fence. The need for media buyers is a much defined need for software solutions. And indeed there are companies such as Telmar, Abritron, Nielsen and IMS/VNU offer media planning and buying tools for all verticals of advertising. These software companies allow media buyers to plot and chart locations, airtimes, slots and reach and frequency calculations and so on. For a planner who will need to share their media plan with clients, media directors, and VPs of Marketing these tools are extremely helpful in the explanation of the intended results on audiences. Demographic research in conjunction with a well planned stragey provides better accuracy in media placement.

There is a high demand placed on Outdoor Advertising to bring the accountability and tracking reports that are provided by other media formats. Many of today’s top Outdoor Media Companies already have sophisticated database driven software applications for their massive inventories. Clear Channel, Viacom, Lamar Outdoor among the top giants of the industry is prepared for this movement well in advance of the smaller independent operators. The transition for the independent operators means that dedicated person within the company must be trained on all the functions of the outdoor media software. A point of reference to a company named Datek offers software in tandem with hand held devices to report installations, removals, repairs of an outdoor media company inventory from the field agents who conduct these activities. This is also a helpful tool to track the progress and activity of their installers. This information is share with clients in a Proof of Performance reports and statements, lead to improved tracking of an ad campaign for the media planner. BMS a recent new comer (2-3yrs) offers a web based platform for their operators to upload information of outdoor media postings. These postings are then shared via an online interface for media planners and buyers to review. This is a significant improvement on the 2 to 4 week turn around on Proof of Performance packages provided in the days prior to the 2000’s.

Currently there are a few mentionable software companies that focus predominately with Outdoor Media Companies as strategic partnerships. The Siroky Group out of Canada was one of the first if not the first company, to develop a software application to streamline the redundant information common to outdoor media providers. An outdoor media companies needs to track hundreds of billboard, bus shelters, taxi division advertising faces. Like hotel software it can accurately display what is vacant or sold at a moments demand by any number of authorized personnel within a company.

MISA Technologies (Market Information Services of America) offer a diverse package software solution named Charting Pro. The software supports many of the timing issues that plague the operations offices. Issues and instances are plotted out and an operations officer will be notified of routing maintenance requirements, cleaning groups, installers all within one application. Sales department use the service for Proof of Performance packages, tracking reports, installation notes and dates etc. Accounting departments to track the receivables, and deliverables owed provide a bird’s eye view on the company in detailed reports. An entire media company can be managed in a seamless software application. MISA in particular has many others add in software applications from companies like Ad Block, Ad Sales, and Datek can be applied with their Charting Pro Software.

The Great Outdoor Network is a B2B Network for the out-of-home advertising community. Our network connects all associations of the outdoor industry. The information provided on this web site is offered freely to interested parties for outdoor media. .

Visit Premier Member Profiles.. (See Software Provider / Inventory)

---