WPP-owned media agency network GroupM has signed an agreement with digital out of home (DOOH) verification platform Veridooh to use its technology across its agencies to drive greater transparency and accountability for clients.
Following a competitive analysis of a number of companies, GroupM agencies including MediaCom, Mindshare, Wavemaker and Essence will use Veridooh’s proprietary SmartCreative technology to measure digital OOH campaigns across the country.
Veridooh’s platform has been accepted by all major DOOH networks, which means advertisers, agencies and media owners can independently verify that digital OOH campaigns are delivered exactly how they were planned and purchased.
“More than half of all OOH ad spending is now digital, so having independent and robust verification that ensures our clients’ campaigns are delivered as they were planned and bought is essential for transparency and accountability," GroupM chief investment officer Nicola Lewis says.
"After an exhaustive and robust process that analysed multiple metrics including data capabilities, sophistication of technology platform, guaranteed service levels, market-leading reporting and, of course, a strategy that considers the ongoing future of verification in DOOH, we are thrilled that Veridooh have become one of our Digital OOH Verification partners."
Digital OOH campaigns booked by GroupM agencies will now implement Veridooh’s SmartCreative technology before being made live, to give advertisers and media buyers full transparency on campaign delivery.
Using SmartCreative, Veridooh tracks, measures and verifies key DOOH metrics including ad length, share of time, number of plays, exposure time, panels displaying the ad and location of the panels.
The data is independently collected and analysed in real-time by Veridooh before it is displayed on its dashboard alongside key performance analytics.
“Delivering transparency and verification of DOOH is a win for DOOH suppliers, advertisers and agencies as it builds confidence and trust in the medium enabling advertisers to make greater spending commitments through increased transparency," Veridooh founder Mo Moubayed says.
"We have carried out a number of trials with major advertisers and agencies and, after a thorough review process, we’re delighted that GroupM has become the first agency group to select Veridooh."
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