Australian out-of-home verification company Seedooh has landed a new export contract in South Africa, partnering with Outdoor Auditors to enable global best-practice, third-party verification of digital OOH in South Africa for the first time.
Outdoor Auditors is South Africa’s leading independent auditor of OOH media, collecting large quantities of high-quality data at set intervals each year, to provide reports and bespoke information to media owners, media planners and direct clients.
Demonstrating its local viability, Outdoor Auditors has successfully piloted the Seedooh Platform with Tractor Outdoor’s DOOH campaigns over the past few months. Tractor Outdoor owns one of the largest digital OOH networks in South Africa, and the trial has delivered enhanced levels of network visibility.
Seedooh’s best-practice Independent Verification Platform involves automated secure processing to ensure that results are timely and accurate, removing the potential for human error or manipulation in manually handling large amounts of data.
Outdoor Auditors marketing director, Erik Warburg, said: “Digital OOH is now receiving 20% of OOH investment spend in South Africa and is growing fast (25% YOY), as more sites are digitised and advertisers take advantage of the premium locations and flexibility that sophisticated networks offer. It’s important that advertisers know what they are getting in return for their DOOH investment – just as it is in every other media channel.
“Seedooh’s technology creates complete transparency of what is being displayed in the real world, in granular detail, so Outdoor Auditors can provide advertisers with real time, granular analysis and rapid remediation support if there are any variances from what has been booked, plus comprehensive post-campaign reporting.”
Tractor Outdoor CEO, Simon Wall, sees the long-term value for the OOH industry: “We agree that the future potential of OOH will be enhanced by greater accountability and confidence. We were pleased to be involved in the pilot with Outdoor Auditors and to be South Africa’s first Seedooh verified network.
“Our customers naturally expect that they will get what they pay for and we are committed to demonstrating that they do – via third party verification that works seamlessly for all parties. On occasions where campaigns might be affected by a technical issue, human error or power outage, instant and verified confirmation of the facts is invaluable to make sure we can address this in a timely and efficient manner,” he said.
Seedooh CEO and founder, Tom Richter, commented: “The work we have done in Australia over the last five years to establish best-practice standards for verified campaign delivery, is a proof case for the global sector. Transparency and confidence ultimately benefits all participants as OOH matures to compete with other digitised media – whilst remaining the only truly broadcast channel. We believe that 100% accurate and verified campaign data should be available on demand to both buyers and sellers, via a low-impact, highly secure platform.
“We’ve designed and proven the tech to be low impact and scalable. While third-party oversight of campaign delivery is a baseline requirement, it is of equal importance to the sector’s ongoing growth that any independent verification process adds value, rather than disruption, cost and confusion to the process of campaign delivery.”
Richter added: “Seedooh Platform has been proven at market scale to accurately and automatically verify thousands of active bookings every week in Australia and New Zealand. Best in class, one-time integrations enable this confidence to be delivered as a service, without creating additional production steps in an increasingly complex campaign scheduling process.”
Availability of Seedooh’s verification solution is growing in Asia and Europe, with more announcements to come soon.