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

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Sign in