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

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.

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