Advertisers want independent verification in OOH

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srcset="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/nick-parker-v28b56191-21ac-4d8a-b5ca-7f7c0e61f34c.jpg?w=50&ar=default&fit=crop&crop=faces&auto=format&dpr=1 1x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/nick-parker-v28b56191-21ac-4d8a-b5ca-7f7c0e61f34c.jpg?w=50&ar=default&fit=crop&crop=faces&auto=format&q=40&dpr=2 2x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/nick-parker-v28b56191-21ac-4d8a-b5ca-7f7c0e61f34c.jpg?w=50&ar=default&fit=crop&crop=faces&auto=format&q=20&dpr=3 3x" src="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/nick-parker-v28b56191-21ac-4d8a-b5ca-7f7c0e61f34c.jpg?w=50&ar=default&fit=crop&crop=faces&auto=format" loading="lazy" alt="" title="" /> </figure> </div> </div> <div class="article__header__author__content"> <h4 class="article__font article__header__author__name"> By <a href="/profile/veridooh/team/0ff8a314-ba6f-4e18-9b3b-7d50239e7529" class="article__header__author__name__link"> Nick Parker, </a> <span class="article__header__author__name__title"> Global President </span> </h4> <div class="article__header__author__sponsor"> <h4 class="article__font article__header__author__sponsor__name"> <a href="/profile/veridooh" class="article__header__author__sponsor__name__link"> Veridooh </a> </h4> <span class="article__font article__header__author__sponsor__separator">|</span> <div class="article__header__author__sponsor__popup__wrapper"> <p class="article__font article__header__author__sponsor__claim"> <a href="#" class="article__header__author__sponsor__popup__toggle">Open Mic <span class="article__header__author__sponsor__popup__arrow"></span></a> article </p> <div class="article__header__author__sponsor__popup"> <div class="article__header__author__sponsor__popup__close article__header__author__sponsor__popup__toggle"></div> <p class="article__font article__header__author__sponsor__popup__text">This content is produced by a publishing partner of Open Mic.<br><br>Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.</p> <a href="/open-mic" class="article__font article__header__author__sponsor__popup__link">Find out more</a> </div> </div> </div> <p class="article__font article__header__author__time"> February 3, 2025 <span>|</span> 4 min read </p> </div> </div> </div> </div> <div id="articleMainBody" class="article__data"> <p><strong>So, let’s give it to them, says Nick Parker, Global President of Veridooh.</strong></p> <div class="image_gallery_item "> <div class=""> <figure class="photo "> <img class="" srcset="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=940&ar=default&fit=crop&crop=faces&auto=format&dpr=1 1x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=940&ar=default&fit=crop&crop=faces&auto=format&q=40&dpr=2 2x, https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=940&ar=default&fit=crop&crop=faces&auto=format&q=20&dpr=3 3x" src="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=940&ar=default&fit=crop&crop=faces&auto=format" loading="lazy" alt="" title="" /> </figure> </div> <div class="image_gallery_item__handle js-ga_event_click" data-event-label="Open Gallery" data-gallery-img="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=1280&ar=default&fit=crop&crop=faces&auto=format" data-gallery-caption="" data-gallery-mobile-img="https://thedrum-media.imgix.net/thedrum-user-assets-prod/s3/images/original/ooh-verification-life-cycle-1.png?w=640&ar=default&fit=crop&crop=faces&auto=format" data-gallery-caption=""></div> </div> </p><p>Out-of-home (OOH) advertising is on the rise. According to a Magna report, <a href="https://uk.themedialeader.com/magna-expects-strongest-traditional-advertising-performance-in-14-years/">global OOH ad spend grew 9.4% to $36 billion in 2024, and is projected to grow by 7% in 2025</a>. With digital OOH (DOOH) also on the rise and technological advancements transforming the industry, advertisers are embracing the potential of this growing, dynamic channel.</p><p>However, with growth comes the need for accountability, and the demand for independent verification of campaign delivery has never been greater. In my previous role as Global COO of Kinetic, I was constantly asked by advertisers for independent verification of their OOH campaigns. While such requests are gaining traction in most markets, I am still stunned to hear from some markets that no advertisers are asking for it.</p><p>But independent verification is not just about accountability. As I’ve seen firsthand as Global President of Veridooh, the world’s first 100% independent verification pioneer headquartered in Australia, independent verification is a clear driver of growth for the OOH industry.</p><p>It works like a virtuous cycle:</p><p>As advertisers increase their spend in the OOH industry, they increase their demand for independent verification.</p><p>Similarly, as independent verification becomes widely adopted across the OOH ecosystem, it drives growth by increasing trust and client confidence leading them to invest more in OOH.</p><p>If you increase one, it increases the other, and from there the cycle continues like a flywheel, helping to consistently increase advertiser spend in the OOH channel.</p><h2><strong>Australian case study</strong></h2><p>On my recent trip to Veridooh’s international headquarters in Sydney, I was reminded of this evidence. Let me share with you some impressive numbers:</p><ul><li>Independent verification achieved mainstream adoption in Australia in 2021, with all major media owners implementing Veridooh’s 100% independent verification technology.</li><li>As of September 2024, <a href="https://www.adnews.com.au/news/a-quirky-advertising-market-waiting-for-that-big-spend-surge">Australia’s OOH market share of total ad spend reached an impressive 16%</a>, more than three times the global average.</li><li>A recent survey conducted by Veridooh found that 100% of media agencies agree that independent verification has increased their confidence in OOH. 35% have increased their OOH investment since its introduction.</li><li>Between 2021 and 2023, the average annual growth rate of the Australian OOH industry doubled to more than 21%. </li><li>75% of Veridooh clients have increased their OOH investment after adopting independent verification, with an average spend increase of 60% per client.</li></ul><p>These data points speak for themselves. And they are getting more and more attention around the world. In the UK, where I am based, three of the largest media agencies have expressed strong interest in independent verification in the last months. And over 15 of the largest OOH advertisers are ready for independent verification pilots.</p><p>This growing attention to independent verification is mirrored in a report from the global OOH industry trade body, the DPAA. <a href="https://dpaaglobal.com/advertisers-are-telling-us-that-independent-verification-is-essential-to-the-growth-of-ooh-its-time-for-the-industry-to-take-action/">According to the report</a>, advertisers and media agencies in the US are increasingly making 100% independent verification a mandatory requirement. This reflects not only a desire for accountability, but also a recognition of how verification drives confidence and deeper investment in the channel.</p><h2><strong>Online problems</strong></h2><p>Independent verification represents one of the most significant technological advances in OOH – and is driving growth because the technology is ready.  OOH inventory is being digitized at lightning speed and media owners are investing heavily in their technology, meaning it can now be interoperable with true 100% independent verification. The tech for programmatic out-of-home (PDOOH) is also ready, enabling the automated buying, selling, and delivery of digital out-of-home advertising.</p><p>Advertiser demand is also strong because online advertising is facing a plethora of challenges. Ad fraud and brand safety come immediately to mind. Political scrutiny of social media platforms, as evidenced by <a href="https://www.campaignasia.com/article/why-australias-social-media-ban-impacts-global-marketers/499869">Australia’s under-16 social media ban</a> and the delayed ban of TikTok in the US, are among the more recent challenges.</p><p>With the demand from advertisers and the technology in place, and with online advertising plagued by all sorts of problems, it’s high time to adopt independent verification and drive growth in OOH.</p><p>Because when we build trust, we grow investment – and build the future of OOH.</p> </div> <div class="article__header__tags"> <a href="/topics/out-home" class="article__header__tags__item" data-guid="t--139736">Out Of Home</a> </div> </div> <div class="articleContainer__sidebar"> <div class="articleContainer__sidebar--top"> <div id="DFP_mpu_dh_1" class="advert advert--mpu"></div> <div class="articleTrending"> <div class="articleTrending__title"> <h4 class="article__font 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data-td-dfp-targeting='{"environment":"prod","url":"https:\/\/www.thedrum.com","tags":["Out Of Home"],"premium":"false","author":"Nick Parker","article_id":"3c5c2e2e-acd7-46ad-933a-94e193d17988","content_group":"self_published","content_group_category":"industry-insight","path":"\/open-mic\/advertisers-want-independent-verification-in-ooh"}'></div> </body> </html>

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Advertisers want independent verification in OOH | The Drum