Seedooh has agreed to provide its independent, out-of-home (OOH) campaign delivery reporting and verification technology platform to OOH media buying agency Posterscope.
The new agreement means Posterscope and its clients will have the opportunity to assess the value of complete, connected OOH delivery data, while participating in feedback that will be incorporated into the final production version of the platform, to be released in the last quarter of 2018.
Seedooh founder and CEO Tom Richter said: “Posterscope is Australia’s only OOH specialist agency and has a highly developed understanding of how to achieve the best returns for clients in the fast-changing sector.
“Posterscope has been engaged in the Seedooh journey for some time, having recognised early the importance of timely, connected data in the present and future of OOH and location-based communications.
“We’re delighted that Posterscope and its well-informed client base will play an important role in further developing the Seedooh buy-side solution, and benefit from being our first customers with access to complete campaign reporting data.”
Posterscope managing director Bryan Magee said: “The third-party verification of OOH delivery has been an issue that Posterscope has been looking to address for some time.
“Being part of a network that is the biggest global buyer of OOH inventory means that we have the ability to look at every market, and at this point in time, we believe that Seedooh offers the most complete solution for clients.
“This is an industry challenge that needs a transparent solution that gives clients comfort they are getting what they are paying for.”
By the final quarter of 2018, all advertisers will have the ability to access all of their verified classic and digital OOH campaign delivery data through a single dashboard in near real time via the Seedooh Agency and Advertiser platform.
Already, oOh!media (and soon JCDecaux) utilise Seedooh’s Media Owner platform to report campaign delivery to their customers across both OOH formats.
Joe Copley, partnerships director at Seedooh said that, as well as JCD and oOh!, the platform is also receiving source-connected campaign booking, playout and installation data from APN Outdoor and Adshel, with most other Australian media owners in the final few weeks of integration and testing.
“In order to give agencies and their clients the complete picture of every campaign from booking to delivery, the Seedooh Agency and Advertiser platform will aggregate their full campaign data into a single, standardised view.
“One advantage of aggregation at this scale means that agencies can access all their campaign delivery data in a single place, for a fraction of the cost of alternative, partial campaign checks which invariably use disconnected and unverified systems,” he said.
“Overall, this is a really significant step forward in the use of technology and also of collaboration in OOH. The improved access to campaign delivery data, with additional confidence through verification, will be positive for all parties.”
In addition to Posterscope, Seedooh is also working with other agency groups and their clients to help determine the value in a complete transparency solution for OOH.