SeeSaw Unveils Online Media Tool

LOS ANGELES Fulfilling an earlier commitment to make the buying of out-of-home advertising more efficient, SeeSaw Networks this week rolled out what the company said is the first online proposal generator, according to Peter Bowen, CEO.

Bowen said the more than 25 shops, including media services such as OMD, MediaVest and Starcom and independent agencies Wieden + Kennedy and Mullen, have been “provisioned” to use the system.

Buyers with access to the online module can generate customized proposals to present or approve digital signage buys with reports on traffic, geographic specificity, demographic raw numbers and percentages (including automatic optimization compared against a network baseline), campaign costs and details on screen locations, for example.

Bowen said the system was formulated to provide media buyers with an easy method of getting client approval of out-of-home media plans. A module allows several levels of restricted access for colleague collaboration. “We understand agencies and how they operate,” he said. “We’ve designed the system with that in mind.”

The San Francisco-based out-of-home network, which launched in February, is up to 22 million possible weekly gross impressions across 11 venues, including PetroTV (gas station displays) and emebaVet (veterinarian offices), which were added late last month.