GroupM has signed an agreement with digital out of home (DOOH) verification platform Veridooh to use its technology across its agencies to drive greater transparency and accountability for clients.
Following a competitive analysis of a number of companies, GroupM agencies including MediaCom, Mindshare, Wavemaker and Essence will use Veridooh’s proprietary SmartCreative technology to measure digital OOH campaigns across the country.
Veridooh’s platform has been accepted by all major DOOH networks, which means advertisers, agencies and media owners can independently verify that digital OOH campaigns are delivered exactly how they were planned and purchased.
Nicola Lewis (pictured), chief investment officer at GroupM who led the project, said: “More than half of all OOH ad spending is now digital, so having independent and robust verification that ensures our clients’ campaigns are delivered as they were planned and bought is essential for transparency and accountability. After an exhaustive and robust process that analysed multiple metrics including data capabilities, sophistication of technology platform, guaranteed service levels, market leading reporting and, of course, a strategy that considers the ongoing future of verification in DOOH, we are thrilled that Veridooh have become one of our Digital OOH Verification partners – bringing a best in class, future proofed solution, that will provide a superior level of independent verification to DOOH buys.”
Digital OOH campaigns booked by GroupM agencies will now implement Veridooh’s SmartCreative technology before being made live.