SCOTTSDALE, Ariz. -- DynaTek Media Corp. has connected its SpotAccess Advertising Portal to BroadSign International Inc.'s Digital Media Logistics Suite (DMLS) media distribution engine to allow full-cycle network management that begins with content authoring and ends with campaign proof-of-play reporting. DynaTek started deploying its BroadSign-enabled network management application in Phase II of the Hess Petroleum pilot following the success of Phase I.
The plan is to have more than 1,000 new sites online by the end of 2007. The Hess Petroleum pilot [image-nocss] is the latest in DynaTek's installations, which include advertising revenue-based networks in convenience store and medical vertical markets with Fortune 100 clients, it said.
Over the past three years, DynaTek has developed the technology to support its model of digital signage networks driven by advertising revenue. The SpotAccess Advertising Portal is used to produce content and book ad space by targeting the desired audience with the help of market and demographic criteria. The next step was to find the right application to facilitate ad sales process and execute the reserved campaign.
Rather than trying to develop our own ad sales and campaign execution (traffic) piece of the software to complete the workflow cycle, DynaTek decided to go with BroadSign, said Ron Gross, chairman and CEO of DynaTek.
After a few years of thorough research and testing dozens of contenders, BroadSign was chosen for its robust architecture, strong support infrastructure and compatibility with media sales process. Utilizing the BroadSign engine allows us to focus on our core business which increases our speed to market with uncompromising reliability and quality, added Gary Quasebarth, vice president of operations for DynaTek.
We deliberately stayed away from the content production side of the business knowing that there were providers who would do it better than us, and focused on the media sales and campaign execution functionality, said Brian Dusho, executive vice president of sales and marketing for BroadSign International.
DynaTek is also expanding its operations into the United Kingdom, it said.
Scottsdale, Ariz.-based DynaTek offers a variety of services including business model and ROI consulting, installation, network operations, 24/7 network monitoring and support, in-house content production, advertising agency services and national deployment over its proprietary STS wireless network.
BroadSign, Eagle, Idaho, is a provider of software solutions for operating digital signage networks. The company's core product, DMLS, resolves the challenges facing operators of digital signage networks: the need for ad sales functionality, robust performance and scalability, it said. The desktop component of DMLS, DML Administrator, is an intuitive interface enabling media specialists to target, sell or purchase network airtime, similar to the way they do it in network and cable TV.
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