Local Media Buying Automation Tools Integrate Research and Contact Management

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With an interactive database of local consumer advertising opportunities in traditional and online media channels, Avenue Right’s web-based media buying software saves media buyers on average 25% of their time in the research and planning process. The release of Avenue Right 3.3.1 introduces advanced search functionality, additional campaign targeting capabilities, and more options for managing and accessing media outlet contacts.

"[Media buyers]can find and interact with media outlet contacts, complete their transactions online, maintain a history of their activity, and generate reports to analyze the results.” Brian Gramer, Avenue Right Founder & CEO

Avenue Right’s web-based media buying software streamlines and automates the manual, administrative processes of buying traditional and online media, saving users time with a central location to manage and report on all local advertising and media buying activities.

To help local advertisers keep up with the changing media landscape, Avenue Right provides a comprehensive, crowdsourced media outlet database and the tools to plan, negotiate, buy, and report on local consumer advertising in multiple media channels.

The release of Avenue Right 3.3.1 (http://avenueright.com/media-buying-software/ ) introduces advanced filtering options for media outlet search results, greater flexibility in managing campaign geographies, and additional contact management functionality.

Avenue Right’s planning tools save media buyers anywhere from 25-50% of their time researching a marketplace (http://avenueright.com/media-buying-resources/case-studies/ ). With a single login, media buyers can quickly find the local advertising opportunities that reach their audience, put together a media plan, communicate with media sellers, and execute and report on that media buy.

The ability to plan and manage local online and offline advertising from a central location lets media buyers see where they are getting the most value based on audience delivery and budget, optimize the media mix accordingly, and communicate that value to their clients or business stakeholders.

Tools to Find and Target an Audience

Instead of spending hours searching the internet or making phone calls, media buyers can login to Avenue Right and quickly identify online and offline media outlets that reach their local target audience. Researching a new marketplace, media buyers can narrow their options from 400 media outlets to the most relevant 30 in minutes.

Avenue Right’s media outlet database (http://avenueright.com/media-buying-software/plan/#database ) helps users find local advertising opportunities in any market—radio, broadcast and cable TV, newspapers, magazines, and online—and get results based on campaign criteria. Users can also add new local advertising opportunities to the database for use within their personal account and to be considered for inclusion in the Avenue Right media outlet database.

The media outlet database is searchable by metro area, county, or up to 200 miles of a specific zip code, and by media type (for example, radio or print) and subtype (AM radio, or daily newspaper). The release of Avenue Right 3.3.1 introduces new filtering options, such as the ability to sort results by letter, name, number, or existing relationship, and greater flexibility in planning regional buys by defining multiple DMAs with the Campaign Builder tool.

Media Outlet Contact Management

Throughout the market research and automated RFP process, Avenue Right integrates data directly into the buying process (http://avenueright.com/media-buying-software/buy/ ) for traditional and online media.

Avenue Right 3.3.1 applies this same concept to media outlet contact management. Media buyers can now access contacts from within the planning and buying workflow, interact with those contacts on the fly, and search contacts based on specific RFP. Agency media buyers have the ability to manage media contacts on a per-client basis.

Media outlet contact management is a feature of the File Cabinet, which also allows media buyers to keep track of historical rates with each media outlet they’ve done business with, providing better marketplace insight with visibility into how these rates change over time.

Multi-Channel Media Buying for Small Businesses

Avenue Right’s web-based media buying software streamlines and automates the process of planning and buying local advertising, across online and offline media channels.

The technology enables an efficient automated RFP process (http://avenueright.com/media-buying-software/plan/#rfp ) that makes it as easy to buy traditional media as it is to buy online advertising. Features like the schedule builder, electronic negotiation and confirmation, campaign dashboards, and reporting allow media buyers to make actionable the information collected in the planning process.

Using automation to streamline the media buying process for both traditional and online advertising is a much-needed change for the industry, says Brian Gramer, founder and CEO of advertising technology company Avenue Right.

“Thanks to the internet, we can gather, evaluate, and act on information more efficiently in almost every other industry,” Gramer says. “We purchase airline tickets online based on inventory availability, manage our business and household budgets and transactions with online banking, and stay connected with our professional contacts through social networks.”

Avenue Right uses similar technologies to improve the media buying process. “Buyers can easily go online to research information and products—advertising opportunities—in order to make educated purchasing decisions. They can find and interact with the media outlet contacts, complete their transactions online, maintain a history of their activity, and generate reports to analyze the results,” Gramer says.    

Avenue Right is a pragmatic media buying solution that connects media buyers and sellers in real-time to streamline the business of advertising. It’s designed for small businesses and ad agencies that need to plan, negotiate, buy, and measure local advertising more efficiently; increase ROI on advertising spend; and get the exposure needed to generate leads.

For more information about Avenue Right, visit http://www.AvenueRight.com .

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