The winning experience on The Pitch made leadership realize that the technology developed within the agency – if packaged into a platform – could scale to help more companies achieve their goals faster, more easily, and at a lower cost than the alternatives: hiring an expensive agency (like Conversation), piece-mailing solutions together, or trying to figure out how to execute in other ways.

Let’s face it – strategic, integrated marketing is still hard, expensive, and has largely been reserved for larger brands and companies.

This is where the tech platform – initially launched as Odem Global – was born.

In 2015 after winding down the team at Conversation, Odem Global launched and stood for “On Demand Effective Marketing” integrating CRM, Email, Social, Reporting and other tools to help clients of all sizes reach their customers and work with team members more efficiently and effectively.

This was a time before Digital Out of Home, Connected TV, Streaming Audio, and AI were a part of the daily marketing and media vocabulary.

In 2017/2018, now known as Five Tier, the platform had the opportunity to assist an Out of Home client with technology that enabled them to more efficiently and effectively send ads to their screens in Times Square. It was at this point that the company realized the opportunity to sell unsold inventory in real time, at peak hours, on a per ad play basis that just so happened to be in one of the most premiere advertising locations in the world – the iconic Times Square billboards.

This technology spread to other locations – eventually spreading globally – to reach nearly any digitally enabled screen you see today including those found on road side billboards, bus shelters and other transit hubs, in airports, in supermarkets, and 250+ other screen types.

Eventually, with Connected TV and Streaming Audio coming online the platform expanded it’s access and model to reach these advertising channels as well – all through it’s platform now known as Five Tier Connect: