Industry pioneers AdMobilize  and Seedooh  have announced a new data integration partnership that will enable the automated integration of two foundational data-sets, of increasing importance for brands. For the first time, complete and independently verified Out-of-Home message delivery data will be instantly available, alongside high fidelity, real-time audience data.
The first business to integrate the data-sets will be Lumo Digital Outdoor, based in New Zealand. Phil Clemas, Co-Founder & CEO told us “This is a key component of a number of initiatives we are putting in place this year, to give our team and our customers access to the data they need to plan and execute better campaigns. It’s critical for Out-of-Home to prove that it can both compete with, and complement brand messages in other media channels, particularly mobile and digital, but also TV and radio. Audience and message delivery metrics are both table stakes for the future of our sector, we look forward to bringing them together”
Seedooh’s independent verification platform, uses low-impact system integrations proven at market scale, to provide complete and automated, best-practice verification of every play-out in a DOOH network or installation of a static poster. The data is reported via a mature platform dashboard, enabling summary or granular analysis of every conceivable campaign delivery metric, including; share of voice / time, location, milliseconds on screen, spots in loop, creative execution / rotation, dynamic delivery reporting, and more.
AdMobilize’s computer vision and AI software can provide, in real time and 100% anonymously, data regarding audience impressions, demographics and overall engagement at scale. Together with Seedooh, AdMobilize continues to drive the industry forward by excelling accountability in audience measurement and campaign delivery. AdMobilize’s suite of analytics and engagement products are designed to be “Plug and Measure,” enabling real-time audience analytics and intelligence to be instantly activated at scale on any software/hardware platform.
Rodolfo Saccoman, AdMobilize’s Founder and CEO said “Our partnerships, such as with Seedooh, exponentially advance our solutions in providing “truth metrics” across the global DOOH and OOH advertising landscape. Together with Seedooh we expect our value proposition to provide immense value to media owners and advertisers alike”.
Tom Richter, Seedooh’s Founder and CEO was quoted as saying “It’s a logical next step for us to enable audience reporting alongside Seedooh’s verified play-out data. Our platform is designed and built to connect data and improve efficiency via standardisation, aggregation and automation. Independently verified proof of play data at scale provides a solid foundation on which to build rich, connected data-sets of high value in the data-led future of Out-of-Home and location based marketing.”
Seedooh is a fully independent technology platform specifically designed, built (and proven at scale) to provide complete and standardised reporting for buyers and sellers in the Out of Home industry. Since launch in Australia in July 2017, Seedooh has provided third party reporting on over 30,000 campaign bookings, by actively consuming, analyzing and verifying log level data from more than 50,000 continuously monitored panels – to over 2,000 registered platform users. It is the only fully independent reporting system that provides near real-time, third party verification of display for both digital and traditional formats. The efficiencies of standardised and automated reporting are significant for both buy and sell-side users. The level of confidence in the data is ensured by the Seedooh Confidence Framework which demands best practice data controls are applied and assessed against globally recognised reporting standards. Seedooh has an alignment with PwC to provide further market confidence in the platform’s ability to independently verify the integrity of campaign delivery data.