Dentsu Australia, whose clients include Woolworths, Medibank & Tabcorp, have partnered with thorndyke to independently verify their DOOH activity across all dentsu agencies for the Australian market.
Australia leads the global verification market in OOH with most major agency groups working with a preferred vendor. Programmatic DOOH has been a hot topic for the past 12 months which is driving digitisation across OOH and demand for more transparency across the channel.
Dentsu ran a competitive RFP, looking closely at all vendors in market and ultimately chose thorndyke as their preferred vendor, providing a complete 360-degree view of the market.
The team behind thorndyke are all ex-Integral Ad Science and have a strong track record in verification and measurement. The thorndyke verification platform will empower the agency teams and the media owners with realtime insights into delivery issues that may have otherwise gone undetected, allowing these to be resolved faster and potentially saving advertisers thousands of dollars in otherwise wasted media spend.
Emma Hegg (main photo), head of outdoor for dentsu said: “We are very excited to partner with thorndyke, as we continue to navigate the evolving DOOH landscape on behalf of our clients. The last 12-18 months has seen a huge demand from advertisers to have more transparency in OOH and as a result, a number of verification providers have entered the market. For dentsu, our objective was to not only ensure independent verification for our clients, but also to partner with a provider whose technology was scalable for the future.”
Jason Cooper, MD of thorndyke added: “We’re delighted to have been selected to partner with dentsu. We’re looking forward to working with everyone across the group and providing essential verification for DOOH campaigns. DOOH is probably the last digital medium to be verified. This deal gives DOOH measurement parity against other digital environments: independent verification that delivers exposure, SOV and time-in-view, which are table stakes in digital today.”
