Up to 8% of outdoor market not delivering ads correctly, claims compliance company as it relaunches viewability product

Advertisers will be able to check whether outdoor ads are actually delivering on their promises, with the relaunch of outdoor advertising compliance company OIS’ viewability product.

The launch of the realtime product, OIS inview, will allow advertisers to eliminate an estimated $60m of advertising compliance inefficiencies, ranging from physical obstacles blocking ads, broken ad units, units which don’t exist and incorrect share of voice.

Justin Singh’s OIS will now be able to report to advertisers if their ad is being delivered correctly through its tool, inview

Issues also could include damaged panels, dead screens, dead pixels and illumination issues.

OIS, which has been in market for some time, will now use a sample of more than 500,000 compliance checks across vendors and advertisers to deliver the new product. Those outdoor screens which are not delivering ads correctly – which is estimated to be around 7% to 8% of total outdoor advertising market – will be deemed not ‘inview’.

The data can be obtained for both traditional and digital outdoor screens, and will be available in real time through an ‘inview’ dashboard, which will allow advertisers to tackle issues directly with vendors and ensure return on media investment. Agency groups Group M, OMG and IPG are already working with the company.

Justin Singh, CEO of OIS, said the industry would benefit from an independent compliance service, which is not funded by media vendors.

“It’s very easy to be a purist and think about out of home in a similar way to digital. All you are trying to define is whether an ad unit was in view as a consumer sees it,” he told Mumbrella.

“This is the only product that stretches across both traditional and digital in the sense of we send people out, through our tech, complete workflow program and they will stand in front of a panel and make sure that panel is in view in a compliant manner.”

Using the tech stack developed by IOS over time, inspectors will go to each site, complete the ‘inview’ check and send the data straight to the cloud which aggregates the information into automated reporting.

“We are a reporting function, so an advertiser knows exactly what is going on at that point in the time, through the eyes of one of their consumers,” Singh said.

When asked whether the device could measure compliance around the number of ads on a particular device, Singh said that was the future.

“That is going to evolve and it is very early days. To be brutally honest, a lot of vendors don’t even sell their inventory on plays.

“We are not even talking about impressions or audience at this stage. We really do have the best interests of the industry at heart however what we do is we come at it from an advertiser-centric model. We are a completely independent solution for advertisers. We don’t get paid, we don’t get any revenue from vendors. Advertisers pay for our solution in the way they pay for first-party verification in other channels.

“This is not just people running around randomly on the streets. We’ve created very robust methodology, process and operations team here, and everything has been shifted to a world-first proprietary tech stack.”


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