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Avenue Right, LLC

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Web-Based Software Automates Media Buying for Ad Agencies

Marketing technology company Avenue Right combines technology and services to streamline a business process for advertising agencies—media buying.

Fargo, ND, December 05, 2009 --( Avenue Right offers a simple, affordable way to solve an old problem in the advertising industry—how to plan and buy media more efficiently and effectively.

The answer? Real-time data delivery and process enablement. Avenue Right provides more accurate information on a local marketplace, and helps media buyers save time through automation.

Delivered online, media buyers can login to Avenue Right from any web browser, and the information is always up to date, backed by a comprehensive database of local radio, television, print, and online media outlets.

Avenue Right offers dynamic market and media outlet data, rather than the static information collected via traditional survey methodology as is typically the case with media ratings companies.

That information is made actionable for media buyers through the software’s full functionality for planning, negotiating, and buying local media.

The concept reflects the “shifts occurring in the way people communicate, collect information, and transact,” says Brian Gramer, founder and CEO of Avenue Right. “Current media buying processes and technologies fail to embrace new software and internet advancements and the outstanding efficiencies they can provide via automation.”

Media buyers can find local advertising opportunities relevant to their client’s campaign, quickly expand or narrow their consideration set, view benchmarking data for their market, and add their own contacts for media outlets.

Tools such as the schedule builder, electronic negotiation, campaign dashboards, and customized reporting allow media buyers to make actionable the information collected in the planning process.

In addition to a client environment, Avenue Right users can also manage their own contacts, preferred media outlets, and favorite media schedule templates.

Ad agencies have been saving time in the media buying process since Avenue Right launched the beta version of its product last October. Using the software, a market with 400 media outlets can be narrowed down to the most relevant 30 or 40 in minutes.

As Texas ad agency Bucket Works says, Avenue Right is “what the next generation of media buyers is looking for.”

Avenue Right leverages a variety of data sources and collects information via their national call center to build and maintain its database of over 49,000 media outlets.

Along with more mainstream media outlets such as daily newspapers and popular radio stations, media buyers can also find niche advertising opportunities in a market, such as the community college newspaper or a local parenting website.

“We’re creating a marketplace that doesn’t exist today, and we’re automating a process to make it more efficient for both sides,” Gramer says. “The seller and buyer can exchange information in a free marketplace, and small agencies and businesses have information and resources that are currently unaffordable to them.”

The company does not pre-purchase inventory or take commission on the buys, so the platform and any campaign recommendations remain free of bias. Avenue Right’s goal is to provide an improved marketplace for the advertising industry through access to better information, media planning automation, and streamlined communications.

Contact Information
Avenue Right
Jessie Johnson

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