Introducing AdQuick's OOH Campaign Genius

AdQuick.com launches Campaign Genius, an AI-powered outdoor planning software that optimizes outdoor ad campaigns based on company’s specific demographics, budget, look-alike geos, among dozens of other inputs

Today we’re thrilled to launch the AdQuick Campaign Genius, a product that empowers companies of any size to optimize their outdoor ad campaign across the country and get the most out of their advertising spend.

Launching the Genius has been a work in progress for the last 18 months as we’ve been fine tuning the algorithms and inputs across hundreds of different outdoor ad campaigns and ingesting billions of dollars of inventory across dozens of media types in almost every state in the country (and abroad!).

Why did we build it?

Quite simply, we built Campaign Genius to make it easy to build the best possible outdoor advertising campaign. Truly optimizing outdoor advertising campaigns can be incredibly complex. There are thousands of media owners in the US alone, with dozens of media types, differing demographics, and dramatic swings in pricing by market and media type. Even at modest budgets of $10,000, finding the best locations, at the best price, with timing that works for your company can be incredibly challenging. As the budgets and number of markets increase, the complexity grows exponentially.

So how does it work?

First, a company or brand provides as much information about their customers and campaign as possible. Example inputs can include campaign goal, geographic targets, demographics, timing, budget, media type, strong zip codes, points of interest, among others. Based on these inputs, AdQuick’s Campaign Genius optimizes the inputs and constraints above across the millions of different locations that are potential fits across the country.

In speaking with thousands of companies in the past few years, we saw some common themes of frustration in outdoor advertising that the Campaign Genius addresses.

This frustration and confusion tended to result in marketers a) avoiding the channel altogether (OOH is only 3% of US ad spend) or b) buying suboptimal campaigns that only included a subset of media owners or geographies. Not good.

Below is the pain point we’ve heard from brands in quotes and how the Campaign Genius addresses these:

“I’m uncertain whether I’m getting a good deal or spending my budget efficiently”

AdQuick’s Campaign Genius uses algorithms to optimize a brand’s budget across inventory options anywhere in the country including hundreds of markets, millions of locations, and thousands of media owners. Local and regional media companies own 40-50% of media locations, so brands often overlook these locations that would give them better CPM or demographic targeting.

“I’m not sure what markets to include in my campaign”

One of the inputs for the Campaign Genius is look-alike audiences. Borrowing a concept used in online marketing, the Campaign Genius uses psychographic, census, and market-level pricing data to determine where the most cost-effective zip codes throughout the country that brands can arbitrage to acquire their customers most cost-effectively.

“What works better - billboards, subway ads, bus advertising or other media types?”

Brands can input various campaign goals, from brand awareness building to direct response, to retail launch and the Campaign Genius will automatically recommend relevant media types based on the campaign goals.

“How much should I spend?”

Of course, it depends. By analyzing market reach and frequency data, the Campaign Genius suggests the appropriate spend level by market. For instance, $50,000 budget is much more effectively and measurably deployed in a smaller market like San Antonio than NYC. We’ve spoken with dozens of brands that have abandoned outdoor advertising because they spent a trivial amount in a large market and, not surprisingly, saw minimal results.

Every day we use software to help us find a restaurant reservation, find the best flight or hotel, or measure our fitness. Why wouldn’t you use technology to plan your outdoor advertising?

Now, with the AdQuick Campaign Genius, every brand can do just that with a few clicks.