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Adshel claims Australian first with pixel-tracking digital billboards

Out-of-home provider Adshel is to start tracking the duration and placement of its digital advertisements in what has been claimed as first for Australia’s industry.

The company teamed up with Omnicom Media Group and Integral Ad Science to roll out the technology, which captures ad plays and exposure time, although not the passing audience.

Adshel head of platform sales Steve Geelan said about the new tech: “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 head of outdoor, cinema and radio Jo Dick said: “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. 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.”

IAS MD for Australia and New Zealand James Diamond added: “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.”

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