Bulletpoints
- AMS introduced modern, digital outdoor advertising solutions, but struggled to leverage data to enhance value for their clients efficiently.
- Alterdata created a robust and user-friendly ecosystem, integrating crucial information, including data from ad carriers.
- With Alterdata solutions, the agency could offer clients access to crucial data enhancing control over campaigns and optimizing ad spend.
AMS: leader in OOH and DOOH advertising solutions in Poland
AMS S.A., part of the Agora group, is an award-winning Polish agency and a leader in out-of-home (OOH) and digital-out-of-home (DOOH) advertising. It operates over 23K carriers, including billboards, citylights, and large format displays, in high-traffic areas of 22 major Polish cities.
The company excels in digital transformation and provides its clients with innovative, integrated advertising solutions using the latest technology. AMS creates data-driven strategies to deliver targeted campaigns, engage audiences and maximize ROI.
Market pressure: ad agency needs to keep up with digital trends
AMS aimed to maintain its pole position in the advertising industry by adopting the latest trends and technologies. To deliver value to even the most demanding clients, the company decided to revamp its data storage and management.
As the Digital Out-of-Home (DOOH) segment grew, AMS faced significant challenges. The agency needed to ensure its data could be used to optimize targeting strategies. It was crucial to offer clients seamless campaign planning and demonstrate the success with data.
Without advanced digital display data management, AMS risked falling behind in a competitive market, losing clients, and ultimately, compromising its leadership position.
AMS revolution: from outdated metrics do data-driven insights
The agency already had access to information from their ad carriers. Now they needed professional help to establish a single platform to gather and process incoming data and turn them into actionable insight for their clients.
AMS aimed to become a fully data-driven advertising agency, shifting focus from outdated reporting to in-depth insights on how many people from specific demographic groups viewed the ads. Additionally, the company began emphasizing conversions, similar to online advertising metrics.
The goal was to achieve a better alignment between the offer and the evolving customer expectations. Previously, AMS charged clients based on the number of broadcasts, after the change, it had a more sophisticated pricing model that reflected the actual audience reached by the advertisements, including detailed demographic information.
Leveraging data from Proxi.cloud and CitiesAI gave the agency insights into the viewer behavior and demographics and allowed it to transition from a traditional media buying system to programmatic buying, a media sales approach that uses viewer behavior data obtained from ad carriers.
Our customers say:
Alterdata is characterized by a personalized approach to clients. The team has extensive expertise in the latest IT solutions available on the market.
I highly recommend collaborating with Alterdata in the area of data digitization.
Alterdata is characterized by a personalized approach to clients. The team has extensive expertise in the latest IT solutions available on the market.
BigQuery and Google Cloud: using real-time data
The initial phase of collaboration between Alterdata and AMS focused on integrating data from multiple sources:
- Footfall Counting Systems: number of visitors or passers-by at locations
- Proxi.cloud: user traffic data monitoring via smartphones and geolocation
- CitiesAI: advanced demographics, including gender and age recognition from extensive photo libraries
- as well as AMS internal system, which included detailed ad information, including carrier data and display frequency
Data was stored on Google Drive and processed with specialized tools for precise traffic analysis in shopping malls and other environments where the agency had ad carriers.
Next, we created a new data warehouse by migrating AMS's existing Vertica platform to BigQuery on Google Cloud. This was crucial for efficient data processing and analysis.
Other tasks included:
- Building and monitoring ELT processes
- Addressing process-related errors
- Preparing data access interfaces
- Design and construction of a data model for marketing campaign analysis
- Training and implementing machine learning models for advanced prediction
The client also required that all solutions prepared by Alterdata considered the existing network infrastructure at the Agora group.
Insightful data for enhanced engagement
After implementing Alterdata-designed solutions, AMS could seamlessly use data from various sources:
- Partner data: systems, Google Sheets and Google Drive
- Data from internal systems: campaign management, ad carrier metadata, files from business users
That data was then processed by BigQuery and BigQuery ML, analyzed by Power BI and used for planning future campaigns, optimizing running campaigns, and billing.
AMS also required additional expertise to fully leverage the new data management tools. Alterdata worked with the agency's team to identify areas for improvement and conducted technical training. This ensured that data analysts were up-to-date with the new requirements and greatly accelerated the project.
The implemented solutions allowed AMS to efficiently process vast volumes of data on the target audience and campaign efficiency. This data was then transformed into actionable insights giving advertisers superior control over their campaigns and associated costs.
Advanced data solutions: AMS secures its position as an industry leader
Dedicated solutions: better data efficiency and a wealth of actionable insights
By leveraging cloud computing and advanced machine learning, AMS S.A. revolutionized its data architecture, enabling the agency to customize advertising campaigns to meet the needs of its clients. This innovative approach allowed for flexible, real-time campaign management, significantly boosting effectiveness and enabling swift adaptation to evolving trends and audience preferences.
Immediate benefits: audience estimation and improved targeting
The seamless integration of diverse data sources facilitated the accurate estimation of audience reach with a sophisticated but easy-to-use measurement methodology. This provided detailed demographic and behavioral insights, elevating advertising targeting to a brand-new level.
A solution that’s praised by clients: superior ad reach and ROI
Ultimately, it was AMS clients who reaped the benefits of this innovation first-hand, witnessing significant improvements in their campaign KPIs. This, in turn, led to a marked increase in ROI from their digital advertising, strengthening AMS’s position as a leader in the industry.
