WPP AUNZ media agency Ikon Communications has selected independent digital out of home (DOOH) verification platform, Veridooh, to track, measure and verify DOOH campaigns for some of Australia’s biggest advertisers.

Following a review, Ikon, which counts Commonwealth Bank, nib, Lindt and Subway as clients, appointed Veridooh to drive greater transparency and accountability for DOOH campaigns.

Using Veridooh’s  platform, DOOH campaigns booked by Ikon will be monitored and verified to give clients total transparency over the delivery of their DOOH campaigns.

Veridooh’s platform measures and verifies the key DOOH metrics in the categories of panels, plays, exposure time, ad length and share of voice, creating greater transparency for the DOOH industry. Veridooh’s latest release also provides campaign insights and analytics that makes post-campaign reporting easy.

Pia Coyle, national head of investment at Ikon said: “We selected Veridooh for its ease of use and unmatched analytic capabilities. Veridooh will help ensure we continue to maximise our investment in DOOH advertising for our clients by providing previously unavailable measurement and performance metrics.”

Mo Moubayed (main photo), co-founder of Veridooh added: “Some of Australia’s biggest advertisers have invested significantly into DOOH and want to independently track their campaigns. Using our proprietary SmartCreative technology, we can deliver that verification and we’re delighted Ikon has become the latest media agency group to join our platform. This partnership further solidifies our position as the leader in independent verification for the DOOH industry.”

Veridooh’s proprietary SmartCreative technology tracks, measures and verifies key DOOH metrics including ad length, share of voice, number of plays, exposure time, number of panels and the location of panels. Essentially, Veridooh will allow every second of every play at every location for the entire duration of a campaign to be independently tracked and measured.

Over 40 individual campaign, format, and panel metrics are provided by Veridooh on a daily basis – a first for the DOOH industry. Veridooh uses its proprietary SmartCreative technology to independently track ad play data in real-time, which is then compared and analysed against booked information and displayed via a user-friendly dashboard.

Veridooh co-founder, Mo Moubayed, explained: “Transparency creates trust, which creates buyer confidence, which generates more revenue. It’s a win for the entire digital out of home industry, and it’s why we created Veridooh.”

“The peace of mind we give our clients is the ability to be sure that they have received what they have booked. Clients are seeking independent verification from all media, and digital out of home is no exception. Our platform provides total transparency and answers any critical questions that advertisers may have around the delivery of their campaigns,” he concluded.