AdMobilize & Seedooh Announce Data Integration Partnership

AdMobilize and Seedooh have announced a new data integration partnership.

The partnership 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.

Company co-Founder & CEO Phil Clemas said: “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.

AdMobilize’s founder and CEO Rodolfo Saccoman 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.”

Seedooh’s founder and CEO Tom Richter said: “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 creates new roles to focus on global expansion

Seedooh is actively targeting Europe, the US and Asia for its next growth phase after consolidating its business in Australia.

There is growing overseas interest in the Seedooh platform from media organisations who want to be as transparent as possible to give advertisers confidence in their products, as well as advertisers and agencies who want to receive a more complete view of their entire campaigns.

Seedooh uses global best practice verification controls, and no such rigorous independent third-party assurance currently exists in any other market.

To focus on these international growth priorities, the company has created two new roles. Seedooh’s Director of Confidence, Kenta Shimizu, has been appointed SVP North America, while Joe Copley becomes MD Europe and APAC.

“We have stepped up our marketing and business development activities in Europe and the US particularly, as a result of heightened interest in our solution,” said Seedooh Founder and CEO Tom Richter. “Australia is leading the way in the technology and control systems necessary to independently verify advertising campaigns, especially in the Out of Home market, which traditionally has not always been easy to measure.”

The company recently extended its Australian offering beyond the Out of Home category into cinema, with Val Morgan announcing last month it would be providing transparent verification and reporting of cinema advertising campaign delivery via the Seedooh platform. Val Morgan opted for the Australian owned and developed verification platform after a thorough global review of available technology, in order to help deliver more transparency.

Seedooh’s Out of Home platform provides fast-time, independently verified, complete delivery reporting for any Digital Out of Home campaign using the top seven media suppliers in Australia, with ongoing growth in New Zealand. The company offers the most robust solution in the market across digital and classic formats, with direct connection into media owners’ systems and a rigorous controls framework around connections and data. This means Seedooh can offer subscribing agencies and advertisers a consolidated view of their verified campaigns across multiple suppliers, instantly and at scale.

The platform has reported on 20,000 campaigns since launch, and is now processing 1.4bn data points a month – consumed by almost 2,000 registered users in Australia. The Seedooh platform will also complete its SOC2 level assurance report via PwC early in 2020.

“Since launching our Independent Verification Platform (IVP) almost three years ago, we have focused on delivery reporting that provides efficiency and confidence for all participants, while enabling improved automation through standardisation and connectivity,” Mr Richter added.

“The best practice assurance controls within our IVP are well designed and can be easily adapted for other industry sub-verticals, and we are looking forward to building our business as interest continues to grow in connected, independently verified data at scale.”

About Seedooh

Seedooh creates new value for the buy and sell participants of the OOH sector by connecting, standardising and verifying both Classic and Digital Out-of-Home delivery data. Seedooh’s Independent Verification Platform (IVP) is purpose built for the present, with future-proof system architecture. Since 2015, Seedooh has been working with Australian and global businesses to develop, test and prove its own proprietary, entirely independent reporting technology and controls methodology – at scale.