Chemist Warehouse looks to lift digital out-of-home advertising auditing

Out-of-home campaign auditing and effectiveness improvements is in the sights of Chemist Warehouse as it adopts Seedooh’s reporting platform.

The retailer was confirmed today as Seedooh’s latest customer and will use the latter’s products and services to provide independent verification of its digital out-of-home (OOH) campaigns nationally. The deal will see Chemist Warehouse’s media agency, Stratosphere, working with Seedooh to gain visibility over campaigns to ensure messaging is being shown where it’s supposed to be shown.

According to Chemist Warehouse group media and partnerships manager, Rutene Wharekewa, the solution will provide a more complete and accurate data picture of activity across every OOH screen, removing the potential for human error while also creating significant efficiencies by automating manual processes.

“It makes reporting and analysis at scale easy as information is standardised across all of our media partners and vendors,” Wharekewa said. “The real-time view enables us to report verified campaign delivery to our brand partners.”

Seedooh’s verification platform offers direct integrations with ad servers scheduling and delivering digital out-of-home campaigns across almost all networks in Australia, allowing data to be queried and analysed in real time. These integrations are based around the company’s Controls Framework, which uses globally recognised SOC 2 data auditing practices. Seedooh was founded in 2017.

Seedooh founder and CEO, Tom Richter, said the deal with Chemist Warehouse was a sign of how brands are increasingly looking for assurance around the targeting and viewability of their digital advertising.

“High-profile clients like Chemist Warehouse need a robust level of assurance that their marketing budget is not going to waste. Our solution gives them that confidence and is an important part of the service they provide to their brand partners,” he commented.

“Using our platform, any advertiser or agency can access their complete campaign data on demand for all out-of-home activity, without any additional steps required.”

Chemist Warehouse reportedly spends more than $100 million annually on advertising.

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