Exterion Media implemented AXAD, a system built by ANEGIS on Microsoft Dynamics AX: a complete media management module integrated with Salesforce, BroadSign and Interverse.
A European leader in outdoor advertising
Exterion Media (part of the British media group Global, and operating under its brand, since 2018) is one of the largest privately owned out-of-home advertising companies in Europe, serving advertisers in the UK, Ireland, France, Italy, the Netherlands, Spain and China. The company engages audiences with advertising messages on transport, billboards, street furniture and in retail.
Project Description
As a leader in digital and traditional out-of-home advertising operating in seven countries, Exterion Media needed a system capable of handling complex media sales processes: real-time management of advertising inventory availability, campaign bundling, pricing of creative artwork, document flow and invoicing. Standard ERP modules did not cover the specifics of the out-of-home industry.
ANEGIS implemented AXAD, its own media and advertising management solution built on the Microsoft Dynamics AX platform. AXAD covered the agency’s full workflow: from sales and CRM, through campaign and inventory management, to invoicing and reporting. The project included adapting the system to Exterion Media’s processes, building dedicated tools and integrating with three external systems: Salesforce, BroadSign and Interverse.
Challenge
- No integrated system for managing advertising inventory and real-time availability
- Manual processes for campaign bundling and artwork pricing
- The need to integrate with the CRM system (Salesforce), the digital media platform (BroadSign) and the Interverse system
- Complex pricing logic covering traditional and digital media in several countries
- The need to automatically send video content to digital displays
- No tools for managing flow journals for consignment orders
Solution
- Implementation of AXAD, an ANEGIS solution built on Microsoft Dynamics AX, supporting the agency’s full cycle: sales, campaign management, invoicing and reporting.
- Development of a complete media management module: an advertising inventory package builder, an availability mechanism and simulator for booking inventory, and artwork planning and pricing.
- Integration with Salesforce, enabling orders to be controlled directly from the CRM system.
- Integration with BroadSign for automatic transfer of video content to digital advertising displays.
- Integration with the Interverse system for the exchange of operational data.
- Modification of the pricing module, linking prices with campaign orders.
- Development of automated code build and testing scripts, ensuring quality control of the system extension.
Benefit
- Integrated advertising inventory management: availability checked and booked in real time.
- Automatic campaign bundling eliminates manual pricing and configuration of media packages.
- Orders flow from Salesforce into the system without manual re-keying of data.
- Video content is sent automatically to BroadSign digital displays without operator involvement.
- The AXAD module works in full consistency with existing Dynamics AX functionality, with no data silos.
- A single system covering finance, media sales, campaigns and invoicing for operations in several countries.
Exterion Media markets supported by the implemented system
Salesforce, BroadSign, and Interverse launched as part of the project
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Here is the step-by-step implementation process with Anegis: from analysis to post-launch support
