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

New Software Allows For Out-of-Home Transparency And Data
B&T Magazine
By B&T Magazine
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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”

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