New Software Allows For Out-of-Home Transparency And Data

New Software Allows For Out-of-Home Transparency And Data
SHARE
THIS



Advertisers can now access real-time proof of their classic and digital out-of-home campaign delivery and receive rich data to help evaluate campaign performance, with the launch of a world first aggregated reporting platform in Australia.

Seedooh, a fully independent business, has over the past two years created a highly secure, scalable, cloud-based ‘compliance as a service’ platform for the out-of-home industry.

The design and development of Seedooh included an initial phase in consultation with leading global OOH agencies and media owners, followed by deep technical integration and rigorous testing with oOh!media.

The automated and verifiable reporting software is now available as a service to agencies, media vendors and advertisers globally.

Beyond simple verification of ‘posting’ or ‘plays’ (which can be viewed in aggregate, or sorted by supplier, campaign, message, time, location etc), the Seedooh platform has been designed to integrate with multiple location-based data sources. This integration will enable speedy evaluation of out-of-home influence and ultimately the real-time optimisation of messages, based on effectiveness measures.

Seedooh Founder and CEO Tom Richter said that the growing demand for such a service in out-of-home had peaked recently as a result of rapid digitisation rates, plus the heightened focus on transparency and accountability in other media channels, particularly digital.

“Thanks to the foresight of oOh!, who opened their doors to us about a year ago, we now have a market-ready product that has been robustly tested across an expansive format range with high volume data events across both classic and digital assets. This means we are in a position to rapidly connect and deploy scaled data integrations with additional participants,”Richter said.

“We are excited to be launching this product in Australia with the support of our local agency and media owner participants and look forward to extending the platform availability to global partners.”

Brendon Cook CEO oOh!media, said it was clear from the testing that Seedooh had the potential to help accelerate the progress of the out-of-home industry.

“In a world where accountability and transparency is critical, Seedooh is a welcome solution and one that we hope can be a standard way of reporting for the Out-Of-Home sector,” Cook said.

“Over the past year, Seedooh has demonstrated that it is able to integrate an entirely independent and auditable verification system across our classic and digital assets in the diverse environments we operate in.”

Joe Copley, director of partnerships at Seedooh, said he has been impressed by the positivity from the ‘sell’ side of the industry about the new platform.

“On the whole, it seems there is nothing to hide. Out-of-Home businesses these days are happy to be held accountable for delivering what is booked – and also for their added value to be recognised and independently verified,” Copley said.

“Seedooh is a necessary step for verification in the sector first and foremost. Then, brands can focus on the value derived from the complete and timely data about where, when and how their messages are being displayed to consumers. By integrating other data such as location based audience, actions and influence, it will be possible to measure effectiveness and also to optimise with speed. The platform has been designed and built with this in mind and in such a way that agencies can customise the role Seedooh plays within their business and for their clients.”

Bryan Magee, managing director of Posterscope Australia said: “Seedooh is now ready to provide a solution to an industry problem that we have been looking at for some time, we’re excited to continue working with the team to integrate this as a standard practice within our business.”

Jo Dick, head of partnerships, outdoor and audio at Omnicom said: “Transparency, accountability and reporting in OOH has been an increasing challenge through the recent period of explosive digitisation – Seedooh offers a significant step forward in data-led automation that will assist to inform Outdoor media placements and creative optimisation”

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]