Seedooh adds TorchMedia to verified DOOH networks

Torch Digital Portrait at Rundle Mall Adelaide Light Rail Stop


TorchMedia, Australia’s leading transit media specialist, now features on the expansive list of DOOH networks that can be automatically included in Seedooh’s independent, best-practice, ‘Verification as a Service’ for advertisers and agencies.


Kirsty Dollisson, Managing Director TorchMedia, said: 

“We have some exciting plans for the future of our transit assets in Australia. Verification of our digital networks is critical to providing a market leading portfolio and advancing the position of Transit Media in market.

We’re pleased to be joining Seedooh’s verified networks, so that Seedooh customers can receive complete, accurate and independent verification for every play on every verified screen, as our network grows.”


Tom Richter, Seedooh Founder and CEO said:

“In Australia and New Zealand, we now have always-on access to data for more than 4,000 active bookings every week, including every play for most DOOH networks and every installation for the largest Classic OOH networks. 

Our advertiser and agency customers can access their independent, best-practice verified data and Seedooh’s campaign support and analytics service instantly, on-demand, with no additional steps to complicate the campaign execution process.”

Seedooh Launches Independent Cinema Verification


Seedooh Launches Independent Cinema Verification


Seedooh has launched the world’s first independent cinema-based ad verification technology, bringing a new level of transparency to cinema advertising in Australia and New Zealand.

This comes at a time when Cinema advertising across Australia and New Zealand is experiencing the strongest post-COVID ad spend resurgence of all media. 

The Seedooh platform is integrated with cinema exhibition ad delivery systems to deliver best practice, independent verification of cinema advertising content within the Val Morgan pre-show and will also be augmented by the addition of CineTAM campaign audience data, providing a unified view of audience delivery and play-out verification.

The integration, available from today across HOYTS Cinema locations in Australia and New Zealand, will further extend across Val Morgan’s exhibitor network in the coming months.


Founder and CEO of Seedooh Tom Richter said initiatives such as the third-party proof-of-play verification platform had proven to increase market confidence in media channels, as it provided greater levels of transparency.

“When we launched Seedooh into the Australian Out of Home sector, publishers saw the value it could bring to their brand and advertisers responded positively to the new level of robust and independent verification,” Mr. Richter said.

“We expect the same response will be realised for cinema advertising.”


Seedooh is ANZ’s leading third-party verifier of Out-of-Home campaigns, automatically measuring precise delivery data for thousands of active campaigns every month. 

The platform also verifies every ad played on the digital perimeter boards at the MCG and Marvel Stadiums, during AFL games, and will do the same for every Cricket Australia game over the summer.


Mr. Richter said the cinema verification product was another example of the company extending its proprietary technology and data analytics services beyond Out of Home, and into other public space media.

“Our core platform uses the same, best-practice system integration methodology to monitor the delivery of Cinema campaigns, as we do with static and Digital OOH and Stadia activity,” he said.

“We are delighted to see the conclusion of product development with the Val Morgan Cinema team and to now bring our growing roster of agency and advertiser customers such a unique and in-demand solution for the cinema sector. 

“Any advertiser with a Cinema campaign active from today can now receive verification and campaign support monitoring on demand, directly from Seedooh’s verification specialists.”


Advertisers will be able to receive independent verification to confirm whether their advertising played as per their booking, via standardised measurement reporting metrics such as:

  • plays by screen, by location, by movie, and by time;
  • the position in the break; and,
  • exclusivity compliance, where relevant


Guy Burbidge, MD of Val Morgan Cinema said the company was keen to enable third-party verification as a hygiene factor, for the benefit of all Cinema advertising participants.

“Independent verification provides additional confidence to our clients and further strengthens Cinema’s position as the most powerful AV opportunity for advertisers, delivering unmatched levels of attention, scale, and ad impact.”


Nick Behr, Founder and CEO of Kaimera agency welcomed the improvement in transparency and third-party accountability in Cinema. 

“Kaimera’s clients have been receiving great value from Seedooh’s Out of Home verification service, and we’re now excited to receive the same level of confidence in the delivery of cinema campaigns.”


Seedooh Verified Network grows into Europe with ECN

Seedooh Verified Network grows into Europe with ECN

ECN becomes first European DOOH publisher to enable the third-party verification platform


Melbourne, Australia, 15 November 2022: Leading independent verification platform provider, Seedooh, has expanded its reach into Europe with Executive Channel Network (ECN).

The integration with ECN, a world-leading Digital Out of Home (DOOH) office media publisher, will see the AdTech company perform independent verification across all of ECN’s pan-European digital network of more than 530 locations in Germany, France and the UK. 

Seedooh provides independent, best-practice verification of campaign delivery, by automatically measuring and reporting every play, of every message, on every connected screen. This enables advertisers and their agencies to know with absolute certainty, exactly how their campaigns are being delivered in the real world, in near real time. 

Founder and CEO of Seedooh Tom Richter, welcomed the decision by ECN to embrace fully automated third-party verification and to become the first European DOOH publisher to provide complete campaign transparency for all of its customers using the Seedooh platform.

“Seedooh’s verification technology has been proven to be 100% accurate at market scale in Australia,” Mr Richter said.

“ECN’s decision to enable our robust solution for their European advertisers, demonstrates true leadership in markets where DOOH verification has not traditionally been available at scale for advertisers.

“Seedooh provides independent verification for most OOH campaigns in Australia and New Zealand, and we are delighted to expand into the European OOH market, adding ECN to our growing network of verified publishers globally"  


Charles Parry-Okeden, Global CEO, of ECN said the introduction of Seedooh was an important step for the business as it provided full transparency to advertisers that they got what they paid for.   

“Third Party independent DOOH campaign verification should be the minimum standard for any campaign, and Seedooh is a perfect solution for ECN given the increasing number of pan-European campaigns running across our network,” Mr Parry-Okeden said.


About Executive Channel Network (ECN): Executive Channel Network (ECN) is a world leading digital-out-home (DOOH) office media publisher connecting brand partners with affluent audiences in premium office environments. ECN delivers 17 million weekly impressions across 850 digital screens in 530 locations, and is present in 12 cities including London, Paris, and the main German cities.  ECN is a wholly owned subsidiary of Executive Channel Holdings (ECH).  


GroupM NZ Signs with Seedooh for Independent Verification

Seedooh to provide Independent Verification for GroupM in New Zealand

GroupM’s New Zealand agencies and their clients will be able to monitor and verify digital and static out of home campaigns in near real time, following an agreement with Seedooh to provide third party verification.

Under the agreement, GroupM agencies and clients can activate Seedooh’s best practice, 100% accurate ‘Verification as a Service’ instantly, for any campaign, using any format of Digital or Static OOH.  The Platform is fully integrated with New Zealand’s Out of Home companies’ content delivery technology, enabling it to measure and verify every play on more than 1000 digital screens across the country.

Seedooh is Australia and New Zealand’s leading third-party verifier of OOH, with its platform enabling precise analysis and comparison of all booking parameters in close to real time. The company also deploys independent field audits, to evaluate delivery of static OOH postings where required.  


Tom Richter, Seedooh Founder and CEO says that New Zealand was a fast-maturing OOH market. 

“We’ve been using our DOOH measurement and verification technology in New Zealand at scale for some time, and in the past six months have verified more than 3,000 campaigns within the NZ market,” Mr Richter said.

We’re really pleased to expand our provision of campaign support and verification as a service further via this new partnership. We are looking forward to working with GroupM agencies and their clients, across all formats of OOH in New Zealand.”


Vicki Anderson, Head of Trading at GroupM, said the review process for a verification solution had been thorough, with Seedooh being selected for the ongoing partnership as the benefits were clear for agencies and clients alike. 

“Accurate and efficient verification and measurement of campaign delivery means that we can ensure that our media activity is being executed on the right panels and locations, at the right times, and under the right conditions to deliver effective results for our clients,” Ms Anderson said.

“Working with Seedooh’s campaign analysts means that we will always know how our campaigns are performing in the real world, and be able to remediate any delivery issues promptly, for our clients – an outcome that is perfectly in-line with our GroupM vision of making advertising work better for people. In the partner selection process, service and efficient agency process from brief received to campaign PCA were key selection criteria for us – Seedooh ticked all boxes.”


Seedooh’s 5th Birthday!

What’s with this Newsletter?

When the AFR announced Seedooh’s launch as a ‘new start-up’ in July 2017 it could be said that Seedooh was an early innovator, if not first, to address this market requirement at scale. Either way – that was 5 years ago and with OOH Verification now a hot topic in many developed markets, to celebrate this milestone our 5th birthday newsletter takes a quick look back on how it all began, what has happened since – along with sharing some thoughts from a few of our partners. Happy Birthday Seedooh!

A quick history: The Seedooh Journey so far

Despite the official launch in 2017, in actual fact the Seedooh journey had started 6 years earlier – in 2011 – so let’s start there…

A lean Seedooh team, in the genuine spirit of collaboration, initiated a process of consulting with progessive OOH thought leaders within the buy and sell side, about the requirement for OOH verification.

With a vision to create a solution fit for the global sector, for every format type, in every market, these conversations were extensive and wide ranging.

After taking on board critical end user, operational, technical and system requirements, Seedooh began building technology and an assurance process to deliver the first iterations of the Seedooh Platform in 2013.

The early MVP version of Seedooh performed the simple but critical function of demonstrating, in real time, to both media owner and advertisers which static poster design appeared at which fixed location (and how long it stayed there).

Of course, verification of six second Digital Out-of-Home (DOOH) copy changes has a significantly higher compliance measurement requirement than copy that is changed on a 7, 14, or 28 day rotation. Our philosophy for the platform system architecture was – and still is – that for either format, what is being verified has the same structure – time, place, message are the foundational data points.

The ‘place’ and ‘time’ data required for every sign, as a starting point – and every ‘event’ that happens on each sign – is only available at scale from the systems that Publishers (or Media Owners) use to run the networks. Only these systems contain the information and data on the precise dimensions, format, installer work-order, screen IDs, player IDs and many other site attributes required to establish the first layer of factual information.

Following the MVP release, the rapid digitisation of the premium locations in Australia created a market opportunity which in turn enabled Seedooh to scale our initial simple idea to address a fast emerging sector reality.

In 2016, oOh!media, Australia’s largest OOH media owner, was the first to agree to enable Seedooh to bring connected accountability and efficient, independent, verified reporting to Australia, across their huge, complex multi-format digital and static network.

2017 was the start of the great verification debate, which consumed the sector for about 4 and a half years. What did I buy? What did you sell me? Why are they different? What is the source of truth for those things… and also… what’s the source of truth for what actually happened in the real world?

By 2020, the market requirement for OOH verification began its transition from ‘nice to have’ to a mandatory requirement attached to a media brief. This surge in demand for transparency in delivery reporting was especially prevalent in DOOH.

Throughout this period, Seedooh has continued to provide real time verification confirming whether static and digital ads are displayed as booked across any OOH format in Australia and New Zealand – using best-practice techniques to independently assure the completeness and accuracy of data, directly from the systems which have recently been established source of truth.

And as a fully automated, hosted and supported technology, there is no noticeable impact on the demand or supply participants – except a remarkable increase in reporting efficiency.

Despite the recent arrival of start ups to this fast growth market opportunity, our view since the early years has been that the best methodology to perform scaled verification of D/OOH, must be both accurate and scalable to suit the unique, real world of DOOH. Seedooh has demonstrably proven both of these capabilities in Australia and New Zealand.

Undoubtedly the OOH sector is poised at  the cusp of transition – as trading models and currencies that facilitate OOH transactions evolve from fixed time and location, to audience based metrics.

Within this future, Seedooh’s ongoing success will ultimately be defined by our partners’ success. Specifically this value will be realised in the ability to effortlessly meet the rapidly emerging requirement of transparency in verified delivery reporting – with accuracy, confidence and efficiency at scale. 

Being the first OOH verification business to collaboratively achieve fully automated confidence at market scale is a pleasing milestone. The reality is, however this journey is only just beginning. And while the first 5 years have been exhilarating, we remain just as excited about the opportunity to continue to deliver our highly scalable, accurate and valuable technology to buyers and their supply side partners as this requirement continues to gain traction in OOH markets across the globe.

Beyond technology, to succeed in becoming transparent, the sector needs to be ready for change. It has now been proven a maturing sector can reach this step-change collaboratively, without the need for disruptive, divisive and painful mandates for change. When the OOH sector reaches this inflexion point in other developed and developing markets, Seedooh is ready to help all participants achieve value as an outcome of this maturity.

Did You See…

Here are some recent case studies and testimonials from our customers.

Campos Coffee

Campos Coffee

Campos Coffee have been making the most of OOH for their recent Brand campaign, starting with Large format DOOH billboards to introduce the ‘Day Made’ positioning, then going interactive with QR codes on Classic OOH – with specific placement for every single site, ensuring a pleasing value exchange for every interaction.

Campos’ objective: launch the new brand positioning and creative ‘Day Made’ through high reaching and contextually relevant environments, whilst also supporting cafes and selected grocery, through hyper targeted OOH.

The campaign was planned and bought by Kaimera, in collaboration with oOh!media, JCDecaux and QMS.


Sarah Ansell, Head of Marketing at Campos: 

We loved this OOH campaign idea from the outset and have been really pleased with the execution and engagement. Our ability to work collectively as a diligent and agile team has been key to this campaign’s success.


Laura Addison Planner / Buyer at Kaimera:

We worked closely with our media partners to bring this idea to life. The detail in the planning and execution was critical, to make the most of the location based message engagement, and to support the Campos Café Network. Seedooh’s always on verification throughout the campaign, including the installation period for the Classic postings, enabled complete, timely visibility of how the campaign was being delivered on the streets – and any issues were immediately notified and rectified quickly.

Stan. Entertainment 

Stan. Entertainment is one of Australia’s largest and most consistent users of Digital and Classic  Out-of-Home, promoting an impressive stream of exclusive and premium content on a weekly basis.

In fact, much of the DOOH messaging is updated daily, counting down to series launches, or sporting events – and often, multiple campaigns are active simultaneously, across hundreds of locations.

The time and location of each message is carefully planned and often executed at short notice, using all available data to reach the most valuable audiences, at the right times, with very specific booking parameters for each placement.

Janice Rauter, Media Manager at Stan.:

OOH is one of our key channels and we expect it to work hard for us in driving awareness, engagement, viewing and subscriptions, alongside our other media investments. We have a dedicated team of specialists to manage the always on delivery, to ensure we make the most of the opportunity.


Naturally, there are complexities in the very real world of OOH, which mean that things don’t always go exactly to plan, but Seedooh’s always on verification and campaign support service means that we catch and rectify any challenges as they happen, increasing our confidence that our investment, and planning effort will return the best possible contribution.

What do Publishers think?

oOh!media is the out of home market leader with 35,000 Out of Home locations across nine products with a mixture of digital and classic inventory in all states and regions across ANZ. oOh! believes that it is the right for all our customers to independently measure the delivery of a media campaign through accurate third party verification.

oOh! was the first Australian Out of Home media owner to securely integrate the processes for proof of posting and proof of play data with the Seedooh independent verification platform back in 2017.

Since then, oOh! has maintained a strong and open relationship with Seedooh and the primary success factors in this relationship have been; the independent reporting of the truth, and secondly a scalable solution that can operate efficiently and accurately as the number of verified campaigns increase.

Along with the new Industry standards implemented earlier this year, we believe Seedooh is strongly placed to deliver a credible and reliable independent 3rd party verification service against the required industry metrics, using the POP data directly from the media players as the primary source of truth for DOOH.

Happy 5th birthday Seedooh – keep up the good work.

Stephen Luck
Group Commercial & Operations Director


Heading into our sixth year and beyond, we are deeply appreciative to all our current partners, investors, industry stakeholders and transparency believers. Thank you.

Thanks also to our growing, dedicated team of experts – many of whom have been with us since the early days.

Agencies FCB and UM New Zealand select Seedooh for Automated Verification

FCB and UM New Zealand have partnered with Seedooh for the verification of Out of Home campaigns. The announcement follows a 6 month period over which the Seedooh Platform was proven to improve  clients’ confidence in DOOH - whilst significantly increasing the efficiency of campaign monitoring, delivery, reporting and remediation of any issues.

Seedooh’s market-leading automated platform has been active on all FCB and UM DOOH campaigns since December last year. With digital now representing around 65 percent of Out of Home investment in New Zealand, detailed, accurate and efficient real time monitoring is a focus for conscientious agencies and advertisers.

FCB has always-on, instant access to the verified data for every play of all campaigns, for every client who chooses to participate.

Seedooh was selected after an extensive review of the verification market because it offers an independently verified and 100% accurate account of campaign delivery, ensuring the right messages are being shown on the right screens at the right times.

The solution also creates significant efficiencies through automation of reporting without laborious manual processes, removing the cost - and potential for human error or manipulation - in handling large amounts of data.

As Seedooh nears sector-wide integration in Australia and New Zealand, the service is experiencing increasing demand from media agencies and advertisers. The company already has best-practice integrations with most Digital Out of Home networks in New Zealand, and also offers Classic Out of Home posting verification via a combination of system integrations and in-field audits.


David Turner, Head of Investment at the agency group, said independent verification of campaign performance was essential as the Digital Out of Home sector matured and agencies began to invest in data-led and programmatic delivery.

“It's important that we can offer best-practice solutions to our clients, to ensure absolute transparency without adding unnecessary risk or complications to the campaign execution process,” he said.

“Verification and real time campaign support  is activated and delivered seamlessly and having real-time data at our fingertips means that we get the whole picture right away, and can address any issues immediately. Most importantly though, it enables us to focus on creating better campaign outcomes by investing more time and effort on the innovation, insight and creativity that drives success for all our clients. 

As we continue to explore programmatic DOOH opportunities, we’re looking forward to the application of Seedooh’s best practice third party verification for that investment too, which is a critical piece of the DOOH future.”

Seedooh Founder and CEO Tom Richter said the company’s platform gives brands, media agencies and media owners a competitive advantage when it comes to campaign verification.

“Access to system connected, complete and accurate source data on an ‘always on’ basis, enables planners, buyers and publishers to have confidence that they know exactly how their campaigns are being delivered in-market. Seedooh’s campaign analytics service identifies any issues immediately, so they can be rectified quickly, without wasting valuable time settling data-disputes.” he said. 

“David and his team recognise that offering independent and automated verification to their clients builds confidence, and enables more effective analysis of their marketing investment.”


About FCB Media:
FCB Media is New Zealand’s most awarded strategic media planning and buying agency having won 99 Gold Beacons and 7 Best in Shows over the last 10 years. FCB Media has a team of over 60 working across strategy, communications planning, investment, performance and data specialisms. FCB Media client list includes both full service agency clients as well as media only clients. FCB Media is an affiliate partner with UM who is a global media network operating in more than 100 countries worldwide. UM is the leading global agency as judged by Forrester in their 2020 Wave Report.

Outdoor Auditors partners with Seedooh in South Africa

Cape Town, 28th February 2022: Outdoor Auditors, South Africa’s leading independent auditor of Out-of-Home (OOH) media, has announced a partnership with Seedooh, enabling global best-practice, 3rd Party verification of DOOH in South Africa for the first time.

Seedooh launched the world’s first independent verification technology platform for DOOH in 2017 and is in operation at market scale in Australia and New Zealand, where 3rd Party verification is now considered a requirement for DOOH campaign delivery. 

Tom Richter, Seedooh CEO and Founder explains:

The work we have done in Australia over the last 5 years to establish best-practice standards for verified campaign delivery, is a proof case for the global sector. Transparency and confidence ultimately benefits all participants as OOH matures to compete with other digitised media - whilst remaining the only truly broadcast channel. We believe that 100% accurate and verified campaign data should be available on demand to both buyers and sellers, via a low-impact, highly secure platform". 


Erik Warburg, Marketing Director at Outdoor Auditors agrees:

Digital OOH is now receiving 20% of OOH investment spend in South Africa and is growing fast (25% YOY), as more sites are digitised and advertisers take advantage of the premium locations and flexibility that sophisticated networks offer. It’s important that advertisers know what they are getting in return for their DOOH investment - just as it is in every other media channel".


Seedooh’s technology creates complete transparency of what is being displayed in the real world, in granular detail, so Outdoor Auditors can provide advertisers with; real time, granular analysis and rapid remediation support if there are any variances from what has been booked, plus comprehensive post-campaign reporting”.


Outdoor Auditors has been piloting the Seedooh Platform on Tractor Outdoor’s DOOH campaigns for a few months and the network visibility has been enlightening and well received.


Simon Wall, CEO at Tractor Outdoor sees the long term value for the Out-of-Home industry:

We agree that the future potential of OOH will be enhanced by greater accountability and confidence. We were pleased to be involved in the pilot with Outdoor Auditors and to be South Africa’s first Seedooh verified network. Our customers naturally expect that they will get what they pay for and we are committed to demonstrating that they do - via 3rd party verification that works seamlessly for all parties. On occasions where campaigns might be affected by a technical issue, human error or power outage, instant and verified confirmation of the facts is invaluable to make sure we can address this in a timely and efficient manner”.


“We’ve designed and proven the tech to be low impact and scalable”, adds Richter. “While 3rd Party oversight of campaign delivery is a baseline requirement, it is of equal importance to the ongoing sector’s growth, that any independent verification process adds value, rather than disruption, cost and confusion to the process of campaign delivery. 


Seedooh Platform has been proven at market scale to accurately and automatically verify thousands of active bookings every week in Australia and New Zealand. Best in class, one-time integrations enable this confidence to be delivered as a service, without creating additional production steps in an increasingly complex campaign scheduling process”. 


Availability of Seedooh’s leading verification solution is growing in Asia and Europe, with more announcements to come soon. 



Vast Billboards joins Seedooh verified DOOH networks

Curletts Road, Christchurch, New Zealand (Outbound)


Vast Billboards is one of New Zealand’s youngest and fastest growing Out-of-Home companies, offering a dynamic network of billboards throughout the country in prime advertising locations.

The business has a focus on using world leading technology to increase the accessibility of New Zealand DOOH for all advertisers. 

Ivana Moreton, Account Manager at Vast, explains:

“We are a small, nimble team, with a growing network of premium digital roadside billboards. By selecting the best locations and connecting them via best-practice systems, we provide our customers with a seamless service and create easy access to exceptional value.

Enabling Seedooh to integrate directly with the system source data closes the loop on every campaign, with always on, third-party verification of delivery for every play, on every screen. This independently verified data will be available to all our customers via the Seedooh Platform, so they can have complete confidence in the facts of when and where their messages appeared across our network.”

Tom Richter, Seedooh Founder and CEO said:

“We’re really pleased to welcome Vast to our portfolio of Seedooh verified publishers. We believe that best-practice, third-party verification should be a hygiene factor for the DOOH sector as it recovers, grows and matures to compete with other digitised media channels, both locally and globally.

Vast is our 22nd connected network in Australia and New Zealand, demonstrating the scalability of the platform. With automated, always on access to live event data direct from source, we remain committed to providing low impact, 100% accurate Verification-as-a-Service at market level, for the benefit of all sector participants.”

Seedooh adds Stream Outdoor to verified DOOH networks

Bruce Hwy, Rockhampton, Queensland


Stream Outdoor is a relatively young, innovative network of high quality digital billboards, celebrating their first birthday recently with their tenth new sign.

The business is led by Out-of-Home specialists Colin Mitchell (Managing Director) and Chris Perera (Head of Sales & Marketing), who have a combined 35 years of experience in Australia and other markets.

Colin Mitchell said:

“We offer advertisers the highest quality digital billboards available to reach the valuable regional Queensland audience at scale. Whilst we distinguish ourselves through value, innovation and service, we also believe that future readiness is about accessibility and connectivity via technology solutions.

By enabling Seedooh’s always-on, verification solution, both we and our customers can focus on more effective campaigns, with confidence that all parties have access to a 100% accurate data-set of exactly when and where each message was displayed.”

Tom Richter, Seedooh Founder and CEO said:

“Stream’s offer to brands brings together premium assets and cutting edge technology, enabling customised, flexible campaign execution. We’re pleased to add them to our growing list of verified networks.

In Australia and New Zealand, we now have data for about 4,000 active bookings every week, which advertisers and agencies can access in almost real time, on-demand, with no additional steps to complicate the campaign execution process.”

Seedooh to Verify all Revolution360 campaigns


REVOLUTION360 campaigns to be independently verified by SEEDOOH

A Street Poster industry-first, closing the loop between data-for-planning, reporting and verification

Out-of-Home (OOH) media provider Revolution360 has enabled end-to-end transparency with independent verification platform Seedooh following the launch of its proprietary planning and data tool 360Intelligence in March of this year.

Seedooh provides complete and standardised reporting for buyers and sellers in both digital and classic OOH in compliance with SOC2, the highest global standard in non-financial data assurance. 

The software integration provides all clients with complete transparency in campaign reporting by independently verifying the time, location and creative details of every posting and take-down.     

“Accountability with posting isn’t a nice-to-have in OOH, it is a must-have. We knew that if we were going to invest in our audience profiling and reporting capabilities we couldn’t stop there. We needed to ensure we fully closed the loop on any client’s out-of-home buy,” said VMG Group Head of Marketing Samantha Summers.

“This is a first for the Street Poster sector with no other operators enabling independently verified campaign reporting, let alone to this standard. Clients can have complete faith that they will know what is posted and if there are errors, we can quickly and transparently address them. This brings us in line with the major players in the marketplace and puts Street Posters firmly on the map,” said Ms Summers. 


Seedooh’s PwC alignment provides further market confidence in the platform’s ability to independently verify the integrity of campaign delivery data. 


“In order to meet the requirements for best-practice data assurance and verification, Revolution360 have upgraded their processes and systems for campaign scheduling and installation. This commitment to technology and connected data has enabled Seedooh to provide automated transparency in campaign delivery verification for all their customers, whilst also generating significant efficiencies for their business,” said Seedooh Chief Data Officer Kenta Shimizu.


Since launching the 360Intelligence platform’s unique audience profiling and reach-based metrics, Revolution360 has increased its revenue by 300 per cent and have been able to carry a broader range of clients such as Heinz, Coles and NAB. Seedooh now closes the loop to drive further confidence.


“For me this is about walking the walk. We have talked for a long time about how our product and service is superior to those who operate in the same space as us, now we are backing that up with audience data, reporting and the final piece, post-campaign verification,” said Revolution360 GM of Operations, Sean McCaull.


Clients and agencies have the ability to access the Seedooh platform and confirm campaign posting in real-time, completely independently of Revolution360.


Source: Revolution360 MEDIA RELEASE - 29 July 2021


About Revolution360

Revolution360 is a  multi-dimensional marketer specialising in Street Posters and bespoke marketing activations, experiences and brand moments that are inside, outside, all around. 360Intelligence is a prosperity planning and data tool that has applied a digital methodology to profiling audiences across each of its OOH panels using mobile location data. The data provides an overall reach-based metric by panel as well as a view on those users’ interests in particular products, brands or topics.

Seedooh to verify Tonic Media Network


Seedooh to verify Tonic Media Network.

Out of Home campaigns across Australia’s largest health and wellbeing media network will now be verified by Seedooh, with Tonic Media Network becoming the latest addition to a growing list of clients using the innovative platform. 

Under the contract, all Tonic’s advertisers and partners can receive transparent campaign delivery reporting, with every second of every play on each of its c.3,000 displays verified by Seedooh in line with globally accepted standards in data assurance.

Seedooh’s best-practice Independent Verification Platform involves automated secure processing to ensure that results are timely and accurate, removing the potential for human error or manipulation in manually handling large amounts of data. 

Tonic CEO Richard Silverton said:

"As we continue to improve the sophistication of our network and data, we can offer very broad or very targeted access for brands to a high value audience with plenty of time to engage with the most relevant messages."“It’s critical that our customers have the confidence that we are delivering the right content, to the right screens at the right time – and that if anything happens to impact that endeavour, then we are able to identify and rectify the issues as quickly as possible." 

“Seedooh is designed and proven to enable these things automatically and at scale, so we are very pleased to activate this integration, to help us improve our campaign reporting and delivery promise to all our customers.

Seedooh Founder and CEO Tom Richter said the new partnership would provide robust and independent assurance for campaigns running across Tonic’s network. 

Our solution is efficient and automated, meaning less work for the Tonic team in demonstrating to their clients that their marketing budgets are being used effectively. With complete campaign data on demand for all Out of Home activity, we are making life easier for businesses like Tonic, giving them confidence backed by best practice controls in data integrity.”

Seedooh launched in Australia in 2017 as the world’s first Independent Verification Platform for Out of Home media. Since then, the platform has automatically verified over 50 billion delivery events within more than 50,000 campaigns, using a controls framework aligned with the SOC 2 global best practice assurance standard in non-financial data. 

Tonic Media Network joins JCDecaux, oOh!media and BIG Outdoor in offering third-party verified reports to its customers. Campaigns with QMS, Shopper Media Group and most other significant DOOH networks can also be Seedooh Verified automatically on request, to the same best-practice standards. 

Seedooh has also expanded its Independent Verification Platform capabilities into cinema and stadium delivery verification, offering the same rigid standards and compliance reporting for advertising in public space media.

QMS NZ integrates Seedooh with national digital network


QMS NZ press release 16th September 2020 

QMS NZ is pleased to announce the launch of Seedooh’s independent reporting and verification platform, for all QMS Digital Out of Home (DOOH) campaigns, as advertisers increasingly focus on brand safe and transparent environments for their advertising.

Digital outdoor has seen phenomenal year-on-year growth and is increasingly used for complex dynamic multi-flight and multi-site schedules. Understanding this, QMS NZ recognises that utilising independent verification platforms will help provide reassurance and confidence to their client base. Seedooh’s platform easily integrates into QMS NZ’s digital operational system to allow advertisers access to proof of their DOOH campaign delivery, as well as giving them access to data that helps evaluate campaign performance, across New Zealand’s largest large format digital network.

Angus Swainson - Strategy Director, Outdoor

“QMS NZ’s national digital network continues to deliver unparalleled reach across New Zealand and has rapidly expanded into key regional metropolitan areas. As our network coverage increases and the breadth and complexity of campaigns escalates, we recognise the need to give our advertisers confidence that their campaigns have run on time and in the right locations.  This is a natural step in the maturity of DOOH in New Zealand”

Tom Richter, Founder and CEO of Seedooh said:

“Our entirely automated, low impact approach to providing best practice independent verification and campaign reporting at scale has been proven and adopted at market level in Australia over the last 3 years. We’re very pleased to now be adding New Zealand’s biggest large format digital network to the platform, as we continue to expand the business into progressive markets, where standardisation, automation and confidence are recognised catalysts for innovation and growth”.

QMS NZ (specialist out-of-home, digital media and production business) is part of MediaWorks, New Zealand’s largest independent broadcaster. The combined businesses are the first in market to realise the combined power of out-of-home, radio, TV and digital as an unrivalled destination for advertisers to build brands and maximise audience reach.

Seedooh's 3rd Birthday Newsletter

It’s been a big 3 years for Seedooh and we’d like to share a few of our learnings and recent updates.


3 years ago, Seedooh launched its Independent Verification Platform (IVP) to the Australian market, providing much needed visibility to all buyers and sellers of Out-of-Home (OOH) media – on how their campaigns are displayed in the real world.

Since then:

  • We have verified over 50bn plays and installation events on c.50,000 D/OOH ‘signs’ in Australia and New Zealand
  • The platform has expanded its core capabilities, to provide automated, independently verified reporting solutions for Cinema and Stadia screen networks
  • What began as a very localised debate on the importance of accountability and transparency in OOH delivery (particularly Digital OOH or DOOH), is becoming recognised as a matter of critical global importance for the sector

There’s been another, very significant change locally, too. In the first 12-18 months of our Australian market scale proof of concept, much of the demand for verification was driven by a concern that advertisers may not be getting ‘what they paid for’…

In general terms; the right amount of exposure, on the right number of screens, in the agreed locations, for the right message – and the big one… the agreed ‘share of the loop’.

This makes sense, in a fast digitising world, where demand (and prices) were growing fast and booking parameters were becoming infinitely more complex – in a sector with little standardisation – few knew exactly what they were buying… and nobody knew for sure what they were getting.

After just 18 months, though – almost all DOOH networks were system integrated with Seedooh and best practice controls enabled standardised, automatic verification and instant reporting of campaign delivery – for any advertiser who requested it.

So that’s the biggest change – from a sector where nobody really knew anything for sure about their campaign, to a sector where anybody can find out – instantly – and analyse every verified play on every validated screen, if they really want to.

From a transparent reporting perspective, Australia and New Zealand are leading the world. The Seedooh platform standardises, verifies, analyses and reports Big Data – in summary, or in granular detail – and has virtually no impact on the campaign implementation process for buyers, sellers or intermediaries. Even better, the campaign reporting process is actually up to 90% more efficient and 100% more connected than the old manual self-reporting processes – for publishers and agencies using the platform to its full potential.

This hygiene factor is only part of the reason we designed and built the platform: Automation of an important process for the world’s oldest medium, seeking to compete and add value in a digitised world.

The other driving factor has always been the absolute certainty that OOH buyers and sellers will never be able to make the most of data-led automation (and programmatic) – unless advertisers can have absolute confidence that they are getting something of value*. Regardless if the ‘value’ is; a delivered audience, or exposure time on screens, or sales of widgets, or shifts in perception or intent – the baseline factual foundation is whether or not the right ad was shown on the right screen at the right time. Every time.

* When we attended conferences and meetings in London, New York, Las Vegas, Amsterdam, Singapore, Hong Kong, Tokyo and offered this point of view: two years ago – there was almost universal shrugging, a year ago – much more interest, and more recently, especially in the last few months – a number of informed people are now making well reasoned, very familiar statements about the importance of independent verification for the future of OOH. (We have included some examples below, which are also featured on our website at www.seedooh/news).

This is a good thing for OOH – and for advertisers who want to make the most of OOH in the future. It’s also good for Seedooh: we’ve got a future ready platform, proven at scale over 3 years, in one of the world’s most advanced and rapidly evolving media markets with a well defined roadmap to enhance and scale locally and globally.

We’re already working closely with progressive thinkers and doers in multiple northern hemisphere markets and we’re always looking for new, challenging and productive discussions.

We’ll try and get some more newsletters out before our 4th birthday – but please feel free to get in touch with thoughts or questions in the meantime.

Partner Profile

Brendon Cook, CEO, oOh!media

Brendon Cook, CEO of oOh!media talks to us about: how the “COVID world” has further sharpened his focus on data and technology, the ever-changing dynamics of the sector, and the importance of scale, efficiency and transparency.

Seedooh: The oOh! business has grown enormously through both organic and acquisitive expansion in the last 10 years, most recently with the onboarding of Adshel in 2018/9. What’s the plan for growth from here?

BC: With Adshel coming into the business, our portfolio of assets and ability to reach audiences at scale is now unrivalled, at both a metro and national level. Our plans moving forward will demonstrate how scale of reach, combined with category buyer targeting, delivers the most unmissable and effective campaigns for our agencies and clients. Addressing the needs of the market by delivering efficient reach of audiences is how we will be best positioned to grow.
On top of this we want to make the process of planning, buying, managing, tracking and analysing Out of Home campaigns a lot simpler and smarter through our investments in technology and quality data. If we can streamline that customer experience, we will create more advocates for the medium and growth will follow.


Seedooh: oOh! took a strategic leadership approach and began investing in connected data and technology across the business a few years ago – how’s that going, and how has COVID changed your perspective on this?

BC: When you have tens of thousands of assets, understanding audience at location and understanding how to influence ROI through the most effective combination of environments and formats is critical. We made very deliberate choices about the type of data we chose to map our panels against. Developing our SmartReach planning tool, powered by Quantium, provides retail purchasing data mapped to location, giving us the ability to know what the audience buys, and not just where they are.
Targeting category buyers, or buyergraphics, is proven without doubt to drive greater campaign effectiveness than demographic targeting. Developing the tech to deliver category buyers, at speed, across thousands of locations is a huge task, but will deliver a step change in the way we deal with the industry – saving time while delivering cost efficiencies and certainty of audience, is a huge focus. COVID-19 hasn’t changed our direction, but intensified our focus on the importance of delivering the best outcomes for our clients through the scale of our network, enabled by our data and tech.


Seedooh: There’s a new competitive environment on at least two new fronts from here on in. Firstly, JCDecaux are a global force to be reckoned with in ANZ now, since their acquisition of APN, and secondly, media budgets may be challenged moving forward. Is this a new battleground? Do any of the old rules apply? What’s the biggest priority for the next 12 months?

BC: The competitiveness of the landscape has always existed, but the opportunity for consolidation, which looked like it would occur, hasn’t eventuated as such. Street Furniture is a great example – by this time next year there will be three players, and there are also multiple players in retail. Our biggest priority is focusing on what we can deliver for our customers, and the one thing that will not change for us and that is what we can deliver to the market as a scaled, national offering, underpinned by robust third party and industry approved data. We have incredible reach, with the ability to deliver greater efficiency through that scale, and that is especially valuable as the media landscape becomes more complex to navigate. Disparate data sets, questionable data quality, complex and convoluted offerings… all of these things make Out of Home hard. Our priority is to make buying audiences at scale simple, effective and efficient.


Seedooh: oOh! were the first Out-of-Home business to embrace independent verification and complete transparency at scale. What were you thinking at the time? And now, after 3 years?

BC: Our decision to enter into verification was built on the belief that our advertising partners have the right to know they got what they paid for – it’s that straightforward.
This view remains the same as the industry develops. It is interesting to see that themes around ad fraud, brand safety and delivery are not going away in other channels. However, Out of Home as a physical, not blockable or skippable medium, continues to value third party verification to ensure we deliver on our promise.
The Seedooh platform provides us with the cleanest and most transparent integration into our systems. It is a platform that is always available to both buyer and seller to track campaigns and, most importantly, provides advertisers a reporting solution across digital and static inventory. These are the important reasons that make Seedooh the right verification platform for oOh!media’s business across Australia and New Zealand.

Seedooh Feature Development

Insights & Analytics

Seedooh Insights & Analytics will provide users with a macro-level snapshot of campaign performance. Key metrics, such as share of voice or time on screen, can be viewed at an overall campaign level instantly. Granular data supporting these metrics can be queried on demand.

After 3 years, supporting over 2,500 users, we know that there are hundreds of relevant and useful queries that are regularly made – based on individual campaign parameters and user requirements. Our Insights & Analytics feature will enable quick, interactive access to top level campaign insights, for the most common use-cases – and customisation of automated notifications by campaign.

Interested in learning more about Seedooh’s Insights & Analytics module? Get in touch!

Programmatic Verification

With the rise of dynamic and programmatic DOOH, the topic of verification in OOH has rightly extended into the prDOOH supply chain. Expanding on its core of static and digital OOH, Seedooh is now testing and refining a best practice demand-side initiated prDOOH verification solution.

As with Seedooh’s current USP, all future verification solutions will be in line with global best practices, with no manual processes – which create inefficiency and the possibility of error or manipulation of data. For Advertisers or Agencies who would like to see their prDOOH and / or Dynamically delivered DOOH campaign data alongside their other D/OOH, Get in touch!


Our favourite campaign this month

The World Out-of-Home Organisation (WOO)’s #OurSecondChance global campaign started locally on 4th August. So far in Australia, Seedooh has recorded and verified almost 24 million plays in DOOH – over 43,000 hours of time on-screen – and 800+ Classic OOH installations. A tremendous contribution from OMA members – and a genuinely positive and engaging message, perfect for the great canvas of OOH.

For more information, see

* These metrics have been updated since our original newsletter and are current at 25th August 2020.

Recent News & Opinion Pieces

Go Media integrates with Seedooh

“In our quest to provide the best of outdoor solutions for advertisers, we wanted to deliver to their expectation of accountability. Our integration with Seedooh enables us to provide a user-friendly dashboard proving spot delivery either during or post campaign.”  – Simon Teagle, General Manager, Go Media

LIVE BOARD & Seedooh conduct POC to prepare for future of DOOH

“It is critical that advertisers have confidence and trust that their messages are being delivered as intended. We know this from the digital world and DOOH must also address this requirement, particularly in the programmatic future. To meet this demand, we have been working closely with Seedooh’s expert team to ensure that LIVE BOARD can satisfy the stringent requirements of their Independent Verification Platform.” – Ichiro Jinnai, CEO, LIVE BOARD

Admobilize & Seedooh announce data integration partnership

“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.” – Rodolfo Saccoman, CEO, AdMobilize

The programmatic potential for Digital Out of Home

“An immediate focus for both emerging and established players is accountability in the market. Currently, media owners and buying technologies report on the effectiveness of the same campaigns that they ran. The PrOOH ecosystem will need to develop independent reporting solutions rather than rely on buying and selling platforms to provide transparency in campaign performance.”

Digital Out of Home and its verification capabilities the next big thing for advertisers in APAC?

“The dynamic and contextual nature of digital out of home increases the possibility of incorrect ad delivery which makes third-party verification critical to the success of the medium.”

Go Media Integrates with Seedooh

Pressing GO on transparency

Go Media, New Zealand’s largest locally owned outdoor media company, has just finalised an integration with Melbourne-based Seedooh to provide independent 3rd party delivery verification of campaigns across Go Media’s digital assets.

Go Media General Manager Simon Teagle said:

“In our quest to provide the best of outdoor solutions for advertisers, we wanted to deliver to their expectation of accountability. Our integration with Seedooh enables us to provide a user-friendly dashboard proving spot delivery either during or post campaign.”

Go Media’s Head of Digital, Parris Downey also added:

“As we press further into the digital environment with OOH, the established pillars we see in traditional digital such as ad verification, accurate audience measurement and data-driven insights, will become common-place and provide a more familiar, accountable and dynamic proposition for key client partners.”

Seedooh Founder & CEO Tom Richter said:

“The Seedooh platform offers tremendous efficiency in the campaign reporting process, as well as the confidence that every play-out event is independently verified to global best practice standards. We applaud Go Media’s approach to transparency and look forward to helping demonstrate the increasing value of connected data at scale in New Zealand.”


About Go Media:

Go Media is New Zealand’s largest locally owned outdoor company, with the most comprehensive nationwide portfolio of outdoor media assets on offer. Go Media digital network spans Auckland, Hamilton, Tauranga, Hastings, Gisborne, Taupo, New Plymouth, Whanganui, Palmerston North, Masterton, Levin, Kapiti Coast, Wellington, Nelson, Christchurch and Dunedin. What sets Go Media apart is their unrivalled support of community-based organisations and firm belief in being a champion for brand Kiwi growth and success; expressed by giving back at a local level.


About Seedooh: 

Seedooh is a fully independent technology platform specifically designed, built (and proven at market scale in Australia) to provide complete and standardised reporting for buyers and sellers in the Out of Home industry.  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 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.

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.