Investment in programmatic buying is growing steadily among global advertisers, especially as brands look to make all of their advertising addressable. However, brands continue to lack control and transparency of their online spend and they stand to lose millions of dollars to fraud, poorly targeted advertising, and fees associated with intermediaries and arbitragers that come between them and the consumer.
It doesn’t have to be this way, which is why the global ad technology company AudienceScience today launched AudienceScience® Helios, a first of its kind Enterprise Advertising Management System that allows brands to own their online data, technology, budget and customer relationships.
“For all their investment online, large global brands have lacked the tools and transparency needed to spend more than 5 to 8 percent of their media budgets in digital,” said Mike Peralta, CEO of AudienceScience. “As we see TV dollars shift to a multi-screen approach, digital will command more of the budget, and advertisers will demand more transparency to measure their success. While brands have struggled to find value in digital advertising, intermediaries and arbitragers have prospered. AudienceScience® Helios intends to right that situation by firmly putting technology in the hands of the advertiser.”
A SaaS-based technology, AudienceScience® Helios provides global advertisers with:
- Proprietary audience development & insights
- Unparalleled global data protection
- Fully transparent media execution
This all takes place within an integrated, single closed-loop system, executed through AudienceScience’s global professional services team.
AudienceScience® Helios derives its name from heliocentrism, the astronomical model that places the sun at the centre of the universe, with the planets in orbit around it. In the global brand advertisers’ world, customers occupy the centre of the universe, with marketing strategies, tactics and technologies orbiting. AudienceScience® Helios puts global brands in control of their customer assets, empowering them to own their audience, data and ad spend, while providing them with 100 percent transparency across all media spend.
Waste occurs in a number of ways across the ad landscape, including fraud, non-viewable ads, low-quality inventory, inefficient frequency, excessive frequency and redundant reach. This transparency finally gives advertisers a clear view of where every dollar is spent and how that investment resulted in campaign performance.
THIS JUST IN! Introducing AudienceScience® Helios, our enterprise advertising management system. Learn more: http://t.co/9tEzT4gZMJ
— AudienceScience® (@audiencescience) November 19, 2014
By combining this level of media transparency with data ownership and addressability, AudienceScience® Helios effectively brings programmatic technology in-house, shifting control away from the vendors and back into the hands of advertisers, while at the same time helping advertisers shift their spend to reach consumers across multiple screens.
AudienceScience is actively encouraging advertisers to use the leverage they have to create a more efficient ecosystem, and recently published “OwnerShift: A Manifesto for Change” to show brands how they can take control of their online advertising. The company’s new campaign, “It’s your world. Own it,” encourages advertisers to get closer to the technology used to plan, target, deliver and measure digital media across channels.