MKTG partners with Seedooh to deliver real-time campaign tracking for stadiums

The Dentsu Aegis Network’s sports and entertainment marketing agency, MKTG, has partnered with Seedooh to offer a bespoke reporting platform that tracks real-time campaign performance across its stadium advertising solutions.

Seedooh provides complete and standardised reporting for buyers and sellers in the out-of-home advertising industry. The independent verification platform (IVP) has been adapted to the provide complete transparency of campaign delivery for stadium advertising.

Seedooh is currently the only reporting system that provides real-time, third party verified data for out-of-home campaigns in all formats.

Seedooh’s tool will integrate with MKTG’s suite of tools and the real-time data will be available through the one client dashboard, enabling clients to access to verified third party data to monitor and measure their campaigns, including how many in-game displays and commercial moments are delivered. MKTG’s offering also includes the MKTGDrop, which allows seamless creative file uploading for brands and advertisers, and the Ross Content Playout System, which ensures delivery of in-stadium advertising.

MKTG’s national managing director, Matt Connell, described Seedooh as a ‘best-in-class’ tool in the OOH industry.

“Now, more than ever, brands are wanting to have easier access to deeper data and insights, presented in real-time. An important step in our product development has been to integrate an independent, auditable, proof-of-posting system for brands running campaigns within the sport and entertainment industry,” he said.

“Our teams have worked closely with Seedooh to enable an extension of their proven OOH platform and create a bespoke solution for stadium verification and reporting, which will improve the robust digital ecosystem of stadium advertising.

“We’re already rolling out the solution with the AFL, Cricket Australia and soon the VRC. After a challenging year for the industry, it’s exciting to be offering our clients the world’s only fully integrated, independent verified reporting system as our standard product offering.”

MKTG has commercial partnerships with the AFL, FFA, Victorian Racing Club and Cricket Australia.

“MKTG have been a partner of the AFL for over 16 years. During this time, they have proven themselves to be a trusted and dependable partner with a consistent commitment to delivery of innovative solutions,” AFL executive general manager of commercial and consumer, Kylie Rogers, said.

“The partnership with Seedooh will bring an increased level of transparency to our advertising solutions, and allows us to further extend that trust and confidence to our partners, ensuring that they have the peace of mind that they are reaching Fans in the right place at the right time.”

Seedooh’s founder and CEO, Tom Richter, commented: “As with out-of-home, digitisation and innovation in stadia networks now offers brands more flexible display parameters. Following a period of time invested in fully understanding the various ways MKTG deliver value to their customers, and how this may evolve in the future, we have now completed an extension of the core Seedooh platform and intuitive user dashboard to suit the stadia environment.

“This enables MKTG, along with their sporting partners and associated brands, access to verified, factual display data from the various source systems – however complex the booking parameters.”


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