​The data provided by Orange allows the YOOH advertising platform to obtain the best audience targeting in the local advertising market from billions of data processed by artificial intelligence algorithms.

A new technology that involves the use of data and algorithms, developed by a local startup under the YOOH brand, opens new perspectives for the programmatic advertising market in Romania thanks to an ingenious way of combining two advertising media – outdoor and digital. YOOH uses over 100 mobile screens that broadcast digital video, all installed in ride-sharing fleets across the capital and controlled via a software platform. The absolute novelty that the company brings to the advertising market comes from YOOH’s development of an audience data module, developed on the basis of information provided by Orange, with which YOOH can provide customers with the first way to target audiences. in real time, based on gender, age, region, or even based on the brand of phone used by the consumer viewing the ad.

“This is a product that is still under development and has been tested daily for the past months to make sure it works smoothly and provides all the data we need. Now we know that the whole process is perfectly set up. Our screens are equipped with GSM and GPS antennas to have real-time data on the execution of media campaigns, while at the same time we process millions of audience data from the location.

All this data comes to us, and we have developed, through a time-consuming procedure that meets all GDPR standards, a product that includes this huge stream of socio-demographic information.

This data has been integrated by our programmers for 6 months into the new version of the YOOH operating platform, which uses algorithms and artificial intelligence, so that all our clients can benefit from audience profiling, which they currently do not know exists in Romanian. market And the end result is that we can offer the best cost per thousand users (CPM) in Romanian advertising,” says Bohdan Vikol, CEO of the company.

Broadcast advertising is audited by the Romanian Circulation Audit Authority (BRAT) to provide customers with proof of play, given that there are 100 screens in continuous motion.

Targeting the desired audience has become so valuable for advertising agencies because most advertising campaigns use automation of the ad buying process, based on data and interpretation algorithms, the goal of which is to broadcast ads to the right audience at the right price, that is, at the best competitive price.

YOOH now offers audience reports based on dozens of criteria, all the way to geo-targeting for client-defined areas such as streets, boulevards or neighborhoods. “Whether it’s large chain store operators, pharmacies, banks or shopping malls, advertisers now have the assurance that, using YOOH, they are getting the most effective use of their campaign by delivering the right ads to exactly the audiences they are targeting. And the ease with which you can set up a campaign on our platform with just a few clicks of the mouse allows any brand to communicate in a diverse, effective and simple way,” says Adrian Ionescu, co-founder of the company that manages the YOOH brand.

The interest that YOOH has generated in the market in recent months is also demonstrated by the partnership signed on January 1, 2023 with one of the main players in the advertising sales market in Romania, eAD.ro Orlando Nicoare. “We like YOOH because it is a platform that combines, using technology, two media promotions, digital and ooh, offering all the necessary tools to clients for effective marketing campaigns. YOOH is digital because it offers all the targeting and reporting capabilities. YOOH is mobile OOH, because the messages are displayed on modern screens that “circulate” the city, which are “followed” by YOOH technology and provide audience reports using Orange data,” says the CEO of eAD.ro.

Thus, eAD.ro becomes the exclusive sales force of YOOH, and the shared goals are ambitious: entering the Cluj-Napoca market this month with 20 cars and developing a new product that involves displaying the weather and the level of air pollution on the screens – up to the level of a neighborhood in Bucharest .

YOOH is a product developed by ATDS, which belongs to a group of investors from the field of IT, communication and banking, who aim to develop the YOOH platform in 5-6 largest cities of the country and enter the European market. In 2023, the company aims to be valued at approximately €5 million, which will allow it to receive significant investment for national and regional expansion.