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

OMG, Adshel & IAS Delivers New Verification Solution For DOOH Campaigns
B&T Magazine
By B&T Magazine
SHARE
THIS



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.”

Please login with linkedin to comment

Adshel Digital Out of Home DOOH IAS integral ad science omg Omnicom Media Group

Latest News

Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
  • Technology

Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham

Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]

Taboola Lays Out Plans To Go Public
  • Technology

Taboola Lays Out Plans To Go Public

Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.

The Three Must-Haves For Your Data Strategy
  • Technology

The Three Must-Haves For Your Data Strategy

Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.

Opinion

by B&T Magazine

B&T Magazine
Business woman study financial market to calculate possible risks and profits.Female economist accounting money with statistics graphs pointing on screen of computer at desktop. Quotations on exchange
  • Technology

Third-Party Data Sales Spike 109% For Lotame In APAC

Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]

Busting Six Of The Biggest Ad Tech Myths
  • Partner Content

Busting Six Of The Biggest Ad Tech Myths

Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.

Partner Content

by B&T Magazine

B&T Magazine
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]