Kinetic launches new cloud-hosted system

Leading out-of-home (OOH) media planner and buyer Kinetic has launched the Aureus system in Malaysia, marking the agency's first market deployment as part of a major global roll-out across the rest of APAC, North America and Europe.Aureus is Kinetic's unique cloud-hosted platform, designed to facilitate growth for the media owner community while ensuring agencies and clients can quickly assess the value of their media placements.The system brings together local market data, insights, industry and proprietary research and allies this to detailed inventory information.This drives optimised campaign planning and delivery in an end-to-end system, simplifying the path to purchase and ensuring seamless access to the market.Aureus is also designed to seamlessly integrate with existing software and systems.As part of the Aureus launch, Kinetic also announced the debut of its proprietary OOH audience measurement research, KRM, another major first for the Malaysia market.Fully integrated into Aureus, KRM uses local demographic, visibility and traffic data, to facilitate audience measurement across major roadside formats in the Malaysian market.Susannah Cery (pictured), country head of Kinetic Malaysia, said the Aureus solution adds vitality to an already exciting market."We believe that simplifying access to the market will be one of the key factors in driving growth for the OOH sector," said Steve Ridley, global CEO, Kinetic.