Adshel continues momentum with new DOOH measurement venture

By Luke Anisimoff | 26 June 2018

Hot on the heels of being snapped by Ooh!Media for $570 million, Adshel is continuing its momentum by revealing a new ad campaign measurement offering.

By teaming up with measurement and analytics business Integral Ad Science (IAS) and media network Omnicom, the trio say they have successfully run a pixel-based verification solution across digital out of home (DOOH) campaigns.

Aimed at improving measurement for digital out of home campaigns, and providing full transparency for brands, Adshel says it's the first time this type of verification has been deployed in Australia.

Wile it is still in a beta, Adshel says the initial results have demonstrated the usefulness of the IAS verification solution in DOOH to capture plays and, more importantly, exposure time.

Jo Dick, head of outdoor cinema and radio at Omnicom, says while in the very early stages of building this capability, by taking a leadership position on verification and transparency in the DOOH market, it has 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,” Dick says.

“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.”

Adshel head of platform sales Steve Geelan say it is proud to have led the charge on this front and in his view, measurement should be "universal, constant and independent.”

While the project is still in its early stages, the promise of transparency is a major move in a rapidly growing industry sector.

“Our focus now is on working with more media owners and creating ways to better visualise the campaign results,” said IAS MD James Diamond.

“We still have a lot of work to do, but being able to directly measure plays has set the stage for independent third-party verification in the DOOH market."

The terms of the Ooh!Media deal – which is still to be given the go-ahead by the ACCC – will see the company cease using the Adshel brand within three months of completion.  

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