Veridooh has signed a deal with Omnicom Media Group (OMG) to independently verify and measure all digital out of home (DOOH) campaigns across the group.
The deal will involve DOOH verification and measurement across OMG’s Australian agencies including OMD, PHD, and Hearts & Science.
After a rigorous 12-month review and testing process comparing solutions available in the market, OMG has chosen to partner with Veridooh, taking accuracy, security, reliability, the level of analytics and dashboard usability into account.
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.
Rather than relying on media owner or aggregated proof of play reports or settling for one-off photos of a small sample of panels, 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 (feature image) 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 planned and paid for. Clients are seeking independent verification from all media, and digital out of home is no exception. Our platform answers any critical questions that advertisers may have around the delivery of their campaigns.
“Given the size and the number of moving parts in DOOH campaigns, independent verification and measurement is the only way to be certain that campaigns are running as intended. Any campaign discrepancies can be identified by agencies or media owners and rectified in real time, ensuring optimal campaign delivery,” he added.
Jo Dick, Head of Partnerships, Outdoor and Audio, at OMG, said: “We are thrilled to be working with Veridooh to provide advanced verification and measurement for our clients. Veridooh’s technology puts OMG at the forefront of the quest for utmost transparency and delivery insight in the digital out of home industry, and ensures implementation is as intended. Our rigorous review process led us to Veridooh, the most accurate and client-centric solution in the market.”
With no limit to the number of screens that can be monitored at any given minute, the capacity and scale of Veridooh meets the needs of even the biggest of media agencies, and is closing the gap between the data available for online advertising and DOOH.
“All digital out of home campaigns should have the metrics and level of tracking that digital online marketing can give, and that level of independent insight gives brands confidence that they can make informed decisions. Veridooh’s SmartCreative is compatible across everything from digital street furniture to billboards and retail displays, and will help ensure our clients’ dollar is being maximised every step of the way,” she added.
Jordan Scott, who joined Veridooh in September 2019, will be managing the Omnicom Media Group account. Scott has over a decade’s experience at various media businesses including Val Morgan and MCN.