B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: OMG, Adshel & IAS Delivers New Verification Solution For DOOH Campaigns
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > OMG, Adshel & IAS Delivers New Verification Solution For DOOH Campaigns
AdvertisingMedia

OMG, Adshel & IAS Delivers New Verification Solution For DOOH Campaigns

Staff Writers
Published on: 26th June 2018 at 11:16 AM
Staff Writers
Share
4 Min Read
SHARE

Omnicom Media Group (OMG), Adshel and Integral Ad Science (IAS) have successfully run a pixel-based verification solution across digital out-of-home (DOOH) campaigns as part of a beta measurement project.

It is the first time this type of verification has been deployed in Australia, and while it is still in a beta, the initial results have demonstrated the usefulness of the IAS verification solution in DOOH to capture plays and, more importantly, exposure time.

Adshel’s head of platform sales, Steve Geelan, said: “We have a long-held belief that measurement and transparency play an important role in enhancing confidence and investment in the OOH industry, and via our work with IAS and OMG, we are proud to have led the charge on that front.

“Measurement, in our view, needs to be at an individual play level. Measurement should be universal, constant and independent.”

OMG’s Jo Dick said: “At OMG, we are constantly looking to improve the way we buy media for our clients and we have been advocating for better verification in the OOH market for a long time.

“We have worked with IAS to measure our online campaigns for years, and so it made sense to see if their technology and expertise could be deployed to bring independent verification to the OOH market.

“It is still early days, but the work Adshel and IAS have done on this proof of concept has laid a great foundation for us to build on.

“We want our clients to have complete confidence that they got what they paid for and we believe that independent verification is key to achieve that.

Toyota billboard in Sydney (Adshel)

“For the benefit of our clients, we will continue to push IAS to enhance their verification technology so that the industry has a robust solution for verification.

“The Adshel team deserve recognition for their willingness to engage in this process. It is never easy being the first to run technology like this, but they were incredibly open and helpful as we worked through the process.

“It sets a great example for other media owners to be open to verification from an independent third-party provider such as IAS.”

James Diamond of IAS said: “We are in the very early stages of building our this capability, but working with both OMG and Adshel, who have taken a leadership position on verification and transparency in the DOOH market, has really accelerated solution development.

“To have been able to run this type of verification on one of the first time/day location DOOH campaigns to ever run in Australia is a fantastic result.”

“Our focus now is on working with more media owners and creating ways to better visualise the campaign results. We still have a lot of work to do, but being able to directly measure the ad plays has set the stage for independent third-party verification in the DOOH market.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adshel, Digital Out of Home, DOOH, IAS, integral ad science, omg, Omnicom Media Group
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?