GroupM has signed an agreement with digital out of home (DOOH) verification platform Veridooh to use its technology across its agencies to drive greater transparency and accountability for clients.
Following a competitive analysis of a number of companies, GroupM agencies including MediaCom, Mindshare, Wavemaker and Essence will use Veridooh’s proprietary SmartCreative technology to measure digital OOH campaigns across the country.
The deal means GroupM Australia’s agencies are the first in Australia to offer truly independent, third party verification of 100 per cent of all digital OOH campaigns, for its advertisers.
Veridooh’s platform has been accepted by all major DOOH networks, which means advertisers, agencies and media owners can independently verify that digital OOH campaigns are delivered exactly how they were planned and purchased, with a level of accuracy and immediacy far superior to other verification models that rely solely on supplier data.
Nicola Lewis (feature image), chief investment officer at GroupM who led the project said: “More than half of all OOH ad spending is now digital, so having independent and robust verification that ensures our clients’ campaigns are delivered as they were planned and bought is essential for transparency and accountability.
“After an exhaustive and robust process that analysed multiple metrics including data capabilities, sophistication of technology platform, guaranteed service levels, market leading reporting and, of course, a strategy that considers the ongoing future of verification in DOOH, we are thrilled that Veridooh have become one of our Digital OOH Verification partners – bringing a best in class, future proofed solution, that will provide a superior level of independent verification to DOOH buys.”
Digital OOH campaigns booked by GroupM agencies will now implement Veridooh’s SmartCreative technology before being made live, to give advertisers and media buyers full transparency on campaign delivery.
Using SmartCreative, Veridooh tracks, measures and verifies key DOOH metrics including ad length, share of time, number of plays, exposure time, panels displaying the ad and location of the panels. The data is independently collected and analysed in real time by Veridooh before it is displayed on its bespoke user-friendly dashboard alongside key performance analytics.
Mo Moubayed, co-founder of Veridooh added: “Delivering transparency and verification of DOOH is a win for DOOH suppliers, advertisers and agencies as it builds confidence and trust in the medium enabling advertisers to make greater spending commitments through increased transparency.
“We have carried out a number of trials with major advertisers and agencies and, after a thorough review process, we’re delighted that GroupM has become the first agency group to select Veridooh. We will be announcing other partnerships in the coming months.”
Veridooh has also bolstered its team with the appointment of veteran OOH and media executive Areef Vohra joining as commercial and partnerships director.