In a strategic move to bolster transparency and accountability, IPG Mediabrands has announced the expansion of its partnership with Veridooh, a leader in verification technology specifically designed for out-of-home (OOH) advertising. This extended collaboration will encompass all OOH media purchases across IPG Mediabrands’ various agencies, signaling a heightened commitment to ensuring advertisers receive comprehensive and reliable metrics for their investments. IPG Mediabrands’ ongoing relationship with Veridooh, established in 2020, has already proven pivotal in tracking and enhancing the performance of Digital OOH (DOOH) campaigns through Veridooh’s innovative SmartCreative technology. By expanding this partnership, IPG Mediabrands aims to set a new standard in measuring the success of OOH campaigns, thereby increasing overall client confidence and satisfaction.
Independent Verification and Client Confidence
One of the main benefits of this expanded partnership with Veridooh is the significant boost in independent verification capabilities for IPG Mediabrands’ clients. According to Lucy Formosa Morgan, Magna National Manager Director, the priority for clients has always been transparent and independent verification of their advertising investments. She emphasized that Veridooh’s advanced verification technology and professional approach play a crucial role in this regard. SmartCreative, Veridooh’s proprietary technology, tracks over 400 metrics on campaign delivery, thus providing advertisers with a detailed and comprehensive platform to assess campaign performance. This level of detail and accuracy not only allows campaigns to be fine-tuned for better results but also builds a strong foundation of trust and reliability between the agency and its clients.
So far, various agencies under the IPG Mediabrands network, including UM, Initiative, Rufus, and Kinesso, have reaped significant benefits from Veridooh’s technology. The integration of Veridooh’s verification capabilities has ushered in a new era of transparency and confidence, greatly enhancing the perceived value of OOH advertising. Previously, OOH campaigns often suffered from ambiguous metrics and uncertain return on investment (ROI). However, with Veridooh’s verification tools, these campaigns can now be rigorously evaluated, ensuring that every advertising dollar is accounted for and effectively utilized. This transparency not only meets clients’ demands for accountability but also positions IPG Mediabrands as a frontrunner in adopting advanced verification technologies.
Expanding the Horizons of OOH Advertising
The role of IPG Mediabrands as a pioneer in integrating Veridooh’s technology significantly impacts the landscape of out-of-home advertising, both in current operations and future potential. As Mo Moubayed, Veridooh Co-Founder, expressed excitement about continuing the collaboration, he highlighted how the advanced data capabilities of IPG Mediabrands profoundly align with Veridooh’s mission to enhance client outcomes. This synergy is expected to bring about even more verified campaigns, making OOH advertising a more trusted and effective channel. The enhanced scope of the partnership not only assists in immediate campaign verification but also sets a precedent for the entire advertising industry regarding the importance of robust and independent verification mechanisms.
Veridooh’s influence extends beyond just IPG Mediabrands, as it is also a preferred verification partner for other major holding companies like GroupM and Omnicom Media Group in Australia. This widespread acceptance underscores the reliability and effectiveness of Veridooh’s technology. By continually verifying and refining OOH campaigns, Veridooh contributes to making these advertising efforts more precise and impactful. The increased confidence in OOH advertising, driven by tangible and trustworthy metrics, is likely to attract more advertisers to this medium, fostering its growth and evolution. This broader industry acceptance also highlights the potential for Veridooh’s technology to become a standard-bearer for OOH verification globally.
A Global Reach with Local Expertise
IPG Mediabrands’ forward-thinking approach in adopting Veridooh’s technology is reshaping out-of-home (OOH) advertising both now and moving forward. Veridooh Co-Founder Mo Moubayed expressed enthusiasm for the ongoing partnership, noting how IPG Mediabrands’ advanced data capabilities align with Veridooh’s mission to boost client results. This collaboration is set to increase the number of verified campaigns, making OOH advertising a more trusted and effective channel. The extended partnership not only aids in current campaign verification but also establishes a new industry standard for robust, independent verification systems.
Veridooh’s impact goes beyond IPG Mediabrands; it is also a go-to verification partner for other major holding companies like GroupM and Omnicom Media Group in Australia. This broad acceptance underscores Veridooh’s reliability and effectiveness. By consistently verifying and fine-tuning OOH campaigns, Veridooh makes these advertising efforts more accurate and impactful. Greater confidence in OOH advertising, driven by reliable metrics, is likely to attract more advertisers, fueling the medium’s growth. This widespread industry acceptance positions Veridooh’s technology as a potential global standard for OOH verification.
