Omnicom appoints Veridooh for digital out-of-home measurement

Digital out-of-home (DOOH) verification company Veridooh has been selected by Omnicom Media Group (OMG) to provide verification and measurement for DOOH ads across Omnicom Media Group’s agencies.

As part of the appointment, Veridooh will work with OMD, PHD and Hearts & Science, independently verifying and measuring all DOOH campaigns across the agencies.

Veridooh’s co-founder Mo Moubayed says the transparency offered by the measurement business is attracted OMG to the partnership.

The appointment comes after a 12-month review and testing process between the two businesses, with Veridooh’s commitment to accuracy, security, reliability and its dashboard usability among the winning factors for the company, according to a statement.

Veridooh’s Smart Creative technology tracks, measures and verifies key DOOH metrics including ad length, share of voice, number of plays, exposure time, number of panels and the location of panels.

Veridooh’s measurement doesn’t rely on the media owner, aggregated proof of play reports or one-off photos of a small sample of panels, instead allowing every second of every play at every location for the entire duration of a campaign to be independently tracked and measured, the company said.

Over 40 individual campaign, format, and panel metrics are provided by Veridooh on a daily basis. Ad play data is measured in real-time before being compared and analysed against booked information and displayed via a user-friendly dashboard.

Veridooh co-founder Mo Moubayed said the business seeks to elevate the entire out-of-home industry.

“Transparency creates trust, which creates buyer confidence, which generates more revenue. It’s a win for the entire digital out of home industry, and it’s why we created Veridooh.

“The peace of mind we give our clients, is the ability to be sure that they have received what they have planned and paid for. Clients are seeking independent verification from all media, and digital out of home is no exception. Our platform answers any critical questions that advertisers may have around the delivery of their campaigns.

“Given the size and the number of moving parts in DOOH campaigns, independent verification and measurement is the only way to be certain that campaigns are running as intended. Any campaign discrepancies can be identified by agencies or media owners and rectified in real time, ensuring optimal campaign delivery,” said Moubayed.

OMG head of partnerships, outdoor and audio, Jo Dick, said the agency was thrilled to be partnering with Veridooh.

“We are thrilled to be working with Veridooh to provide advanced verification and measurement for our clients.

“Veridooh’s technology puts OMG at the forefront of the quest for utmost transparency and delivery insight in the digital out of home industry, and ensures implementation is as intended. Our rigorous review process led us to Veridooh, the most accurate and client-centric solution in the market.”

Dick added: “All digital out of home campaigns should have the metrics and level of tracking that digital online marketing can give, and that level of independent insight gives brands confidence that they can make informed decisions. Veridooh’s SmartCreative is compatible across everything from digital street furniture to billboards and retail displays, and will help ensure our clients’ dollar is being maximised every step of the way.”

Jordan Scott, who joined Veridooh in September 2019, will manage the OMG account. Scott has over a decade’s experience at various media businesses including Val Morgan and MCN.


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