IPG Mediabrands announces OOH advertising partner

BY Matthew Leong

September 16, 2024 9:42

IPG Mediabrands announces OOH advertising partner

IPG Mediabrands has chosen “its preferred verification partner for [out-of-home] OOH advertising”, following a nine-month pitch process.

After successfully passing a testing and review period that saw it satisfy IPG’s vision “for scaled-up account service” and wholly independent tracking via a simple platform, adtech tool Veridooh will be providing independent OOH verification duties for IPG Mediabrands’ agency list, such as for UM, Kinesso and Initiative.

The win sees Veridooh’s ability to automate campaigns and deliver “fully independent verification across all OOH media buys” strengthened. The adtech solution has been working with IPG Mediabrands since 2020, serving as an indie verification partner focusing on digital out-of-home (DOOH).

In the past, the agencies – Kinesso, Initiative, UM and Rufus – have leveraged Veridooh to maximise their OOH investment value, leading them to use better-quality data to “plan, track and verify campaign delivery” for several major brands, such as Amazon and Optus.

Now that the solution oversees “all OOH formats across digital, programmatic and static media buys,” the new deal will see this level of cover expand to include every IPG Mediabrands’ agency.

“Independent Verification is a high priority for our clients, so we couldn’t be more excited to be expanding our partnership with the global leaders in this space,” said Lucy Formosa Morgan, managing director at Magna National.

“Not only is Veridooh global leaders in verification, but their professionalism and commitment to helping us to go above and beyond for our clients is absolutely second to none.

“Over the past three years our agencies have leaned on Veridooh’s unique independent verification technology to track, measure, and verify the performance of digital OOH. We know that this partnership is going to be a game changer in delivering even greater value for our clients.”

Mo Moubayed, co-founder of Veridooh, said IPG’s and Veridooh’s continuing partnership will result in greater impact for all those involved.

“IPG Mediabrands are trailblazers in leveraging advanced data capabilities to drive growth, and it is super energising to have the opportunity to continue to work with a partner whose mission so closely aligns to our own,” Moubayed said.

“Over the past three years it has been impressive to witness first hand IPG’s unwavering commitment to delivering the best outcomes for their clients, and with this renewed deal I know that we will have an even greater impact moving forward.

“Our verification technology will be working across all formats across all IPG Mediabrands agencies, meaning we will be verifying more campaigns than ever across Australia, helping make OOH a more automated, trusted and effective channel.”