New company solution aims to verify out-of-home advertising impact

Australian company, Seedooh, aims to bring more transparency and accountability to out-of-home digital advertising

An Australian company is promising to bring fresh levels of transparency and data insight to the out-of-home advertising space with a new automated software reporting tool.

Seedooh’s scalable, cloud-based offering is available as a service to agencies, media vendors and advertisers and is designed to provide aggregated reporting on classic and digital out-of-home campaigns.

The company claims its selling point is being able to integrate multiple location-based data sources, around audiences, actions and influence, allowing advertisers to look beyond straight verification analysis of posts or plays and into the wider impact of their out-of-home activities.

Seedooh, which was established two years ago, has spent the last year testing the platform with Australian OOH giant, oOh!media. Founder and CEO, Tom Richter, said a growing focus on transparency and accountability around digital advertising, along with a rapid rise in digitisation of out-of-home platforms, made it a great time to be launching its verification toolkit.

“Thanks to the foresight of oOh!, which opened its doors to us about a year ago, we now have a market-ready product that has been robustly tested across an expansive format range with high volume data events across both classic and digital assets,” he said. “This means we are in a position to rapidly connect and deploy scaled data integrations with additional participants.”

Richter’s long-term hope was to extend the platform out from Australia to the global market.

Ooh!media CEO, Brendon Cook, said it was clear from testing that Seedooh’s offering could help trigger further growth in out-of-home.

“In a world where accountability and transparency is critical, Seedooh is a welcome solution and one that we hope can be a standard way of reporting for the out-of-home sector,” he said. “Over the past year, Seedooh has demonstrated it is able to integrate an entirely independent and auditable verification system across our classic and digital assets in the diverse environments we operate in.”

Other supporters of Seedooh’s offering are Posterscope Australia and media giant, Omnicom.

According to the Commercial Economic Advisory Service of Australia, out-of-home advertising represented 5.74 per cent of the $13.7 billion spent on advertising in 2016, up 0.4 per cent year-on-year, and 1.1 per cent since 2012.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in