How Veridooh tackled the trust deficit in digital out-of-home advertising

Our Objective

Veridooh was founded to provide a definitive answer to that question. Our objective was to completely transform the digital experience for OOH advertisers by creating a platform for independent, accurate, and real-time campaign verification. We aimed to move the industry from an ecosystem based on faith to one based on fact. By providing brands with indisputable proof of performance, our goal was to instill the confidence needed to invest fully in the power of PDOOH, thereby creating a 'flywheel effect' of trust and growth that would benefit the entire industry.

The Strategic Concept

Our strategy centered on a groundbreaking piece of proprietary technology: the Veridooh SmartCreative. The concept was to develop a world-first solution that was both powerful and incredibly simple to use. We envisioned a tracking URL that could be embedded within any ad creative. This would allow us to independently track every single time an ad was played on any screen, anywhere in the world, without requiring any complex or costly integrations or hardware installations. This approach would provide a scalable and universal standard for independent verification, making PDOOH as transparent and accountable as other major digital channels. Our vision was to become the essential technology partner for any brand serious about measuring the true impact of their PDOOH investment.

Execution: Delivering Transparency Through Seamless Technology

Implementation: The genius of the Veridooh platform lies in its seamless implementation. An advertiser or media agency simply adds our SmartCreative tracking URL to their creative—a process that takes only a few seconds. This tagged creative is then delivered through their existing workflow via their preferred Demand-Side Platform (DSP).

From the moment the campaign goes live, our platform starts working silently in the background. Every time the ad is displayed, the SmartCreative sends a signal to our servers, capturing over 400 unique data points. This information flows directly into the Veridooh dashboard, where clients can log in and see, in real-time, exactly how their campaign is being delivered. They can track impressions, monitor which creatives are playing on which screens, and instantly verify performance against their media plan. It's a frictionless solution that empowers advertisers without disrupting their established processes.

Creative Excellence: The creative excellence of our platform is rooted in its elegant solution to a complex industry problem.

• Innovative Technology: The SmartCreative is a world-first patented technology that redefines what’s possible in OOH measurement.
• A Transformed Digital Experience: We have fundamentally upgraded the digital experience for OOH advertisers. The Veridooh dashboard replaces ambiguity and doubt with clarity and confidence. It gives brands the control and oversight they expect from their digital media investments, allowing for in-flight optimization and data-driven conversations with partners.
• Driving Efficiency and Collaboration: By automating the entire independent verification process, our platform saves countless hours of manual work for agencies and brands. Furthermore, it provides a single source of truth that fosters healthier, more transparent partnerships between advertisers, agencies, and media owners. When all parties are looking at the same independent data, challenges can be resolved quickly and constructively.

Results: Proving the Impact of Trust

The impact of bringing true transparency to PDOOH has been transformative for our clients and the industry at large.

A Case Study in Value: The power of our platform was clearly demonstrated in a campaign for a major UK client.

• Uncovering the Truth: Shortly after their first campaign went live, our dashboard revealed a critical issue: only 17.6% of the planned impression goal had been delivered, resulting in a significant underdelivery of 82.4%. We also discovered that some ads were being played outside of agreed-upon times, reducing their effectiveness.
• Data-Driven Resolution: Armed with this independent data, the client was able to work with their DSP to rectify the situation. In the following campaign, the DSP delivered an additional 508,255 on-target impressions to make good on the initial shortfall.
• Demonstrable ROI: The value of these additional impressions, which the client would never have known they were owed without Veridooh, delivered an incredible ROI of 4,014%, calculated against the cost of our verification service for that second campaign.

Fueling Industry-Wide Growth: This client story is a microcosm of a larger trend.

• Rapid Business Growth: The market's demand for transparency is clear. Veridooh’s PDOOH revenue has seen exponential growth in the judging period, with a substantial increase in our monthly client base.
• The Blueprint for a Stronger Market: Our success is tied to the industry's success. The Australian OOH market, where Veridooh first launched in 2019, has seen tremendous growth since the adoption of independent verification, becoming one of the world's largest OOH markets by share of ad spend. This proves our thesis that trust fuels growth.

As PDOOH continues its rapid evolution in the UK, with forecasts suggesting it will account for 16% of all OOH ad spend by 2027, independent verification is becoming the bedrock of its success. Veridooh’s platform is delivering the new standard in digital experience for OOH, creating lasting value for our clients and helping to build a stronger, more transparent future for the entire industry.

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