Australian out of home verification company Seedooh has landed an export contract in South Africa, partnering with Outdoor Auditors to bring third-party verification of digital OOH in South Africa for the first time, according to the release.
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| Warburg |
Outdoor Auditors is an independent auditor of OOH media, collecting quantities of data at set intervals each year, to provide reports and bespoke information to media owners, media planners and direct clients.
Outdoor Auditors has piloted the Seedooh Platform with Tractor Outdoor’s DOOH campaigns over the past few months. Tractor Outdoor owns one of the largest digital OOH networks in South Africa, and the trial has delivered levels of network visibility.
«Digital OOH is now receiving 20% of OOH investment spend in South Africa and is growing fast, as more sites are digitized and advertisers take advantage of the premium locations and flexibility that sophisticated networks offer,» Erik Warburg, marketing director at Outdoor Auditors, said in the release. «It’s important that advertisers know what they are getting in return for their DOOH investment — just as it is in every other media channel. Seedooh’s technology creates complete transparency of what is being displayed in the real world, in granular detail, so Outdoor Auditors can provide advertisers with real time, granular analysis and rapid remediation support if there are any variances from what has been booked, plus comprehensive post-campaign reporting.»
Seedooh’s Independent Verification Platform involves automated secure processing to bring timely and accurate results, removing the potential for human error or manipulation in manually handling large amounts of data.
«We agree that the future potential of OOH will be enhanced by greater accountability and confidence,» Simon Wall, CEO at Tractor Outdoor, said in the release. «We were pleased to be involved in the pilot with Outdoor Auditors and to be South Africa’s first Seedooh verified network. Our customers naturally expect that they will get what they pay for and we are committed to demonstrating that they do — via third party verification that works seamlessly for all parties. On occasions where campaigns might be affected by a technical issue, human error or power outage, instant and verified confirmation of the facts is invaluable to make sure we can address this in a timely and efficient manner.»
Availability of Seedooh’s solution is growing in Asia and Europe, with more announcements to come soon, according to the release.