Electric vehicle charging network Jolt to verify all campaigns via Seedooh
Australia’s first free electric vehicle charging network, Jolt, has partnered with Seedooh to verify its entire 100% Digital Out-Of-Home (DOOH) advertising network.
Mumbrella can reveal that Jolt will use Seedooh integration to ensure that brand messages across digital charging stations are verified, with advertisers to receive full transparency on campaign delivery.
Speaking with Mumbrella, Seedooh founder and CEO, Tom Richter, said: “They’ve got very ambitious plans for growth and we’re integrated with the launch phase of that. We’ve been doing this for quite a while, it’s our fourth birthday, so the actual process of implementation is a very straightforward one for us.
“I think what’s important is that as the Jolt network scales, there’s nothing more that Seedooh and Jolt need to work on together other than providing, that deep verification across every player… and each new screen that comes online.”
Seedooh founder & CEO, Tom Richter
Seedooh’s Independent Verification Platform will verify the national network of stations, giving advertisers immediate and granular access to data for every play across Jolt’s urban panel network, via the Seedooh platform.
Richter added: “I think confidence is a critical factor in any digital out-of-home network and that’s the core value proposition that Seedooh brings for any publisher.
“It’s an urban format, it’s an exciting new format for Australia, and advertisers who are making investment on the Jolt network will really benefit from understanding in a granular sense that what they booked was delivered as planned.
“That’s ultimately got great value for Jolt because confidence drives investment, but it’s also important to the industry as a whole because verification goes hand in hand with standardisation Confidence drives investment.
Jolt head of sales and platforms, Michael Selden, said: “Accountability and transparency is a core element to any digital buy, and Digital Out of Home is no different. This will become more important as we move to an audience-led future of transacting Digital Out of Home.
“Enabling Seedooh now means we are set up for this future and can ensure that our customers have confidence in knowing exactly how their campaigns are delivered across our network.”
Speaking with Mumbrella, Richter also reflected on Seedooh’s four years in the industry
“What came first – the verification product or the requirement for verification? What we saw a number of years ago when we designed the platform, was a future for digital out-of-home as having similar requirements as digital online when it comes to verification.
“The key issue in digital out-of-home is [abound] “is the right ad on the right screen at the right time”. We’re seeing growth in our business that aligns with that operation requirement for advertisers who are booking the format.
He said that ultimately verification is incredibly important for the OOH industry, because consistency is what leads to improving outcomes for advertisers.
“As any industry sector matures, standardisation comes next. We think that standardisation and setting appropriate standards are important for the growth of DOOH. Not just for the ease of doing business [but] it also drives outcomes which are based around confidence.
Can you measure the outcome consistently? If you can measure it, you can improve it.
Seedooh will have more announcements in the coming months, as it works towards verification of advertising in the cinema sector. Seedooh will verify if and when an ad has been playing during a cinema pre-show, something that is simply reported by cinemas themselves at this stage.
“We’ve been working long and hard, the nuances that are unique to that sector. It’s a really interesting area…. essentially the same as DOOH, but the logistics of connecting to and verifying that data is quite different.”
On top of that, Seedooh is working with stadiums to verify ads shown in that environment.
“We’ve been working on digital advertising in the stadium environment. What’s happening on the perimeter screens in stadiums. We’re investing time and effort into solving those problems.
“It’s an exciting time for Seedooh. After a difficult year for everyone.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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