OOHMAA launches DOOH verification standard

The Out of Home Media Association Aotearoa, along with representatives from the media agency market, has developed a verification standard for Digital Out of Home (DOOH) campaigns.

The association, known as OOHMAA, was joined by the Out of Home Buyers Committee* and a Steering Committee in creating the verification standard, which it says will provide transparency and contribute to a strategic pillar for the sector, making the DOOH channel easier to understand and transact.

OOHMAA’s CEO, Natasha O’Connor, says, “Third-party DOOH verification platforms have been developing and evolving as our members have continued to invest in DOOH inventory and contribute to the sector’s growth.

“With a continued focus on DOOH and new products across DOOH formats, there is a heightened need from advertisers for transparency around their investment in DOOH, with third-party independent campaign verification evolving from this development.

“The verification standard helps to simplify and clarify the DOOH verification process, provides education for the market on the key principles of DOOH verification, agreed metrics by which campaigns can be measured, plus a robust dispute process should campaigns not meet the agreed metrics.

“In Aotearoa, we are early adopters of DOOH, which is evident in the speed at which Advertisers have embraced this channel; 76 percent** of all revenue is from Digital Out of Home—the highest digital revenue share in the world as of 2023.

“OOHMAA thanks the OOHMAA Standards Committee and the Out of Home Buyers Committee for their work over the last year to develop a set of fair and reasonable verification metrics that the industry agreed upon.

“This is one of a suite of initiatives the sector is undertaking to future-proof and move the industry forward; over the next 12 months, our focus will also be on achieving industry alignment around audience measurement standards, terminology and a singular currency, again simplifying the way advertisers can transact with our medium,” O’Connor concludes.

*Out of Home Buyers committee members are Lou Watkin (OMG), David Turner (FCB), Vicki Anderson (Publicis), Richard Pook (Dentsu), Catherine Hamilton (MBM), and Ben Poole/Rohan Prasad (Billie Media)

**OOHMAA reported revenue as of January 2024

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