26 Jun OMG, Adshel and IAS improve digital out-of-home measurement
Adshel are running full steam ahead.
OMG, Adshel and IAS have successfully run a pixel-based verification solution across digital out-of-home (DOOH) campaigns as part of a beta measurement project aimed at improving measurement for DOOH media campaigns. It is the first time this type of verification has been deployed in Australia and while it is still in a beta the initial results have demonstrated the usefulness of the IAS verification solution in DOOH to capture plays and, more importantly, exposure time.
Adshel’s Head of Platform Sales, Steve Geelan says “We have a long held belief that measurement and transparency play an important role in enhancing confidence and investment in the out-of-home industry, and via our work with IAS and OMG, we are proud to have led the charge on that front.”
“Measurement, in our view, needs to be at an individual play level. Measurement should be universal, constant and independent.”
Omnicom’s head of outdoor, cinema and radio, Jo Dick quotes “At OMG we are constantly looking to improve the way we buy media for our clients and we have been advocating for better verification in the OOH market for a long time. We have worked with IAS to measure our online campaigns for years and so it made sense to see if their technology and expertise could be deployed to bring independent verification to the OOH market.”
“It is still early days, but the work Adshel and IAS have done on this proof of concept has laid a great foundation for us to build on. We want our clients to have complete confidence that they got what they paid for and we believe that independent verification is key to achieve that. For the benefit of our clients, we will continue to push IAS to enhance their verification technology so that the industry has a robust solution for verification.”
“The Adshel team deserve recognition for their willingness to engage in this process. It is never easy being the first to run technology like this, but they were incredibly open and helpful as we worked through the process. It sets a great example for other media owners to be open to verification from an independent third party provider such as IAS.
So what does this all mean for media buyers? As DOOH continues to grow, technology and data continue to increase the capabilities of it and more importantly the value of it to advertisers. Automation and data will further enable an advertiser to target audiences out-of-home by time, day, location and audience segmentation. As buying out-of-home becomes less rigid and more fluid, the need for sophisticated, 3rd party verification showing that an advertiser is getting exactly what they paid for is critical. It means confidence and accountability of the medium.
James Diamond, MD at Integral Ad Science (IAS) says of the verification solution “We are in the very early stages of building our this capability, but working with both OMG and Adshel, who have taken a leadership position on verification and transparency in the DOOH market, has really accelerated solution development. To have been able to run this type of verification on one of the first time day location DOOH campaigns to ever run in Australia is a fantastic result.”
“Our focus now is on working with more media owners and creating ways to better visualize the campaign results. We still have a lot of work to do, but being able to directly measure the ad plays has set the stage for independent third party verification in the DOOH market.”
View our other releases here.