Verification – the current status in Aotearoa

AUCKLAND, Tuesday: The dynamic and contextual nature of digital out of home is a significant contributing factor to the continued growth of the medium, according to the Out of Home Media Association of Aotearoa.

Drum agency’s Ruby Masters said:“As demand for DOOH grows, so does the need for independent verification – having this additional layer of transparency has been welcomed by OOHMAA and its members, with the vast majority already engaged with various third-party verification companies.

“Like most businesses, verification companies have slight differences to set them apart from their competitors; differences such as toleration levels and measurements of key metrics – length, share of voice, number of plays, exposure time and number of panels.

“A uniform and agreed-upon approach to verification was identified as essential in the Australian advertising market nearly two years ago.

“Progress on developing these standards has been thorough, consultative, and robust, and should be published in early Q3.”

“Since then, work on developing this verification standard has been led by the OMA and the Outdoor Futures Committee in consultation with OMA members, verification companies and advertising agencies.

“Progress on developing these standards has been thorough, consultative, robust, and lengthy and should be published in early Q3.

“With many of the advertising agencies, out of home owners and verification companies contributing to this standard in Australia also operate in New Zealand, adopting this standard makes a lot of sense.

“A dedicated steering committee (members of vendors and agency partners) will analyse the final standard to determine its transferability to our market and hopefully have the standard ready for NZ’s market in early Q4.

• oohmaa.co.nz