The Antidote to TikTokification: DOOH and the Power of Uninterrupted Exposure

Video has become the dominant form of creative communication, commanding our attention across a multitude of screens. But not all video platforms are created equal. While brands invest heavily in creating engaging content for social media platforms like TikTok, Digital Out-of-Home (DOOH) offers a distinct advantage in capturing audience attention, especially as the “TikTokification” of media intensifies.

What is TikTokification? It’s the trend of short-form, visually-driven, and algorithmically-fed content taking over not just social media, but even traditional media outlets. This trend, while engaging, has led to an explosion of video content, making it harder than ever for brands and creators to stand out.

Consider the sheer volume: millions of videos are uploaded to TikTok daily – more than 273 videos a second, each vying for a fleeting moment of attention. Data from ShortSend.ai reveals the average watch time per video is just 3.33 seconds – highlighting the difficulty of breaking through the noise in a dynamic and content-saturated environment.

In this context, DOOH emerges as a beacon of clarity and predictability. A captivating video ad displayed on a large digital billboard in a busy urban center naturally attracts the attention of passersby; unskippable, free of ad blockers and clutter. Without competing videos, distractions, or the urge to scroll, viewers are more likely to engage with the brand’s message.

thorndyke recently introduced a new metric to quantify this advantage: “Total Uninterrupted Exposure.” This metric measures the cumulative hours of uninterrupted brand exposure across all screens and media owners within a DOOH campaign.

uninterrupted_exposure

The results are noteworthy. Currently, a quarter of all DOOH advertising verified by thorndyke is video-based, with an average Total Uninterrupted Exposure time of 2000 hours per campaign – or 83 days of continuous exposure. Compare that to the average TikTok viewing time of 3.33 seconds – you’d need an equivalent 2.3 millions plays on a single TikTok video to match that, relying on an opaque algorithm for it work.

This difference in exposure time emphasises the unique value proposition of DOOH in the age of TikTokification of media. While short-form video excels at delivering quick, impactful bursts of content, DOOH provides a reliable platform for deeper engagement and more nuanced storytelling, that’s uninterrupted.

Here’s why DOOH excels in capturing attention amidst the content deluge:

  • Guaranteed Exposure: Unlike the unpredictable nature of algorithmic feeds, DOOH provides a guaranteed level of exposure in high-traffic locations; its doesn’t require an algorithm to go viral to get the required reach
  • Impactful Formats: Large-format digital screens and innovative displays command attention and deliver immersive experiences that can’t be replicated on a small mobile screen.
  • Contextual Relevance: DOOH ads can be strategically placed in locations relevant to the target audience, increasing engagement and recall.
  • Measurable Impact: With advanced measurement tools like Thorndyke’s Total Uninterrupted Exposure, brands can quantify the true value of their DOOH campaigns.

In a world saturated with fleeting video content, DOOH offers a haven of uninterrupted attention. It’s a reliable and impactful way to connect with audiences and deliver lasting brand messages. It’s time to embrace the power of DOOH and cut through the noise of the TikTokified media landscape.

The Rise of Retail Media Networks: Where DOOH Takes Centre Stage

The Rise of Retail Media Networks: Where DOOH Takes Centre Stage

Retail Media Networks (RMNs) are rapidly becoming the next big thing in online marketplaces, and Digital Out-of-Home (DOOH) is playing a pivotal role in this evolution. No longer just a static billboard on the highway, DOOH is now the dynamic intersection where the physical and digital worlds collide, offering brands an unprecedented opportunity to connect with consumers at the point of purchase.

Over the past year, we’ve witnessed significant investments from industry giants like Quad and RR Donnelly, who are acquiring screens and technology to expand their in-store measurement capabilities. This trend underscores the growing recognition of DOOH’s value within the retail environment. Even telecommunications giant T-Mobile has recognised this potential, recently launching an in-store network of 20,000 digital screens across its US retail locations. This network provides brands and advertisers with a powerful platform to engage customers precisely when their purchase intent is highest.

This shift towards RMNs is backed by hard data. A recent DoubleVerify report, “The Rise of Retail Media,” surveyed advertisers and publishers and revealed a compelling trend: the top-performing RMNs all possess a strong physical retail presence. Think Walmart Connect in the US, ASDA in the UK, and Carrefour in France. These retailers are leveraging their physical stores as powerful media platforms, integrating DOOH screens to create immersive brand experiences and drive sales.

The trend is mirrored in Australia and New Zealand. thorndyke’s verification data shows that 39% of the 30,000 digital screens they monitor are located within retail locations. Major players like Woolworths, with its extensive network of supermarkets, are capitalising on this opportunity. Similarly, Coles has launched Coles360, a comprehensive media offering that seamlessly integrates the digital and in-store experience.

But what’s driving this convergence of RMNs and DOOH? Several factors are at play:

As RMNs continue to evolve, integrating physical locations and digital screens with real-time sales data and foot traffic analysis, the need for robust verification and measurement becomes paramount. Ensuring accountability across all aspects of the transaction is crucial for maintaining trust and transparency within this rapidly growing media landscape.

thorndyke, with its expertise in DOOH verification, is well-positioned to play a critical role in this evolution. By providing independent, third-party verification, thorndyke ensures that RMN campaigns are delivered as promised, providing advertisers with the confidence they need to invest in this exciting new frontier of media.

thorndyke Unveils Revolutionary Drag-and-Drop DCO Tool for Effortless, Engaging DOOH Campaigns

FOR IMMEDIATE RELEASE

thorndyke Unveils Revolutionary Drag-and-Drop DCO Tool for Effortless, Engaging DOOH Campaigns

Sydney, Australia – November 27, 2024 – thorndyke, a leader in DOOH verification and innovation, today announced the launch of its groundbreaking Dynamic Creative Optimization (DCO) tool. This intuitive, drag-and-drop platform empowers brands to effortlessly create captivating DOOH campaigns that adapt in real-time to weather, location, and other dynamic data triggers.

Designed specifically for the DOOH environment, thorndyke’s DCO tool simplifies the creation of dynamic creatives, eliminating the need for complex coding or specialized design skills. With its user-friendly interface, advertisers can easily incorporate real-time data feeds, such as:

thorndyke’s DCO tool is certified across all major OOH media owners, ensuring seamless compatibility with both direct and programmatic DOOH campaigns. This comprehensive compatibility allows brands to effortlessly deploy dynamic creatives across a wide range of digital screens and networks.

“Our new DCO tool revolutionizes the way brands approach DOOH advertising,” said Jason Cooper, CEO at thorndyke. “By simplifying the creation of dynamic, data-driven campaigns, we’re empowering advertisers to deliver more engaging and impactful experiences that resonate with audiences on a deeper level.”

Key Benefits of thorndyke’s DCO Tool:

thorndyke’s DCO tool is available now. To learn more and request a demo, please visit contact jason@thorndyke.ai.

About Thorndyke:

thorndyke is a leading provider of DOOH verification solutions, delivering accurate and reliable measurement data to advertisers, agencies, and media owners. Clients include Publicis, Dentsu and Cartology/Woolworths. thorndyke’s innovative technology and commitment to data integrity empower clients to make informed decisions and maximize their DOOH investment.

thorndyke Expands Programmatic DOOH Verification Capabilities with PlaceExchange, VIOOH, and StackAdapt Integrations

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thorndyke Expands Programmatic DOOH Verification Capabilities with PlaceExchange, VIOOH, and StackAdapt Integrations

Sydney, Australia – November 27, 2024 – thorndyke, a leading provider of DOOH verification, today announced expanded programmatic DOOH verification capabilities through new integrations with PlaceExchange, VIOOH, and StackAdapt. These partnerships empower advertisers to measure and verify their programmatic DOOH campaigns across leading supply-side platforms (SSPs) and demand-side platforms (DSPs), ensuring optimal performance and accountability.

Advertisers can now seamlessly verify their programmatic DOOH campaigns executed through:

These integrations provide advertisers with several key benefits:

“We are committed to providing advertisers with the tools they need to confidently invest in programmatic DOOH,” said Jason Cooper, CEO at thorndyke. “By partnering with leading platforms like PlaceExchange, VIOOH, and StackAdapt, we are making it easier than ever for advertisers to verify their campaigns and ensure they are getting the most out of their DOOH investments.”

These new integrations are available now to all thorndyke clients. To learn more about thorndyke’s programmatic DOOH verification capabilities, please visit contact jason@thorndyke.ai.

About thorndyke:

thorndyke is a leading provider of DOOH verification solutions, delivering accurate and reliable measurement data to advertisers, agencies, and media owners. Clients include Publicis, Dentsu and Cartology/Woolworths. thorndyke’s innovative technology and commitment to data integrity empower clients to make informed decisions and maximize their DOOH investments

thorndyke Launches Industry-First Programmatic DOOH Bundle with Hivestack, Unifying Buying, Dynamic Creative, and Verification

FOR IMMEDIATE RELEASE

thorndyke Launches Industry-First Programmatic DOOH Bundle with Hivestack, Unifying Buying, Dynamic Creative, and Verification

Sydney, Australia – November 27, 2024thorndyke, a leading provider of DOOH verification, today announced a groundbreaking partnership with Hivestack, the world’s leading independent programmatic digital out-of-home (DOOH) ad tech company. This collaboration introduces a new bundled solution that empowers advertisers to seamlessly plan, execute, and verify data-driven DOOH campaigns with unparalleled ease and efficiency.

This industry-first offering combines the strengths of both platforms, providing advertisers with a single point of access to:

Through this integrated solution, advertisers can now streamline their DOOH workflows, optimize campaign performance, and maximize return on investment. The bundle offers several key benefits:

“We are excited to partner with Hivestack to launch this innovative solution that simplifies programmatic DOOH for advertisers,” said Jason Cooper, CEO at thorndyke. “By combining the power of programmatic buying, dynamic creative, and independent verification, we are empowering advertisers to unlock the full potential of DOOH and drive exceptional results.”

This new bundled offering is available now to advertisers globally. To learn more, contact jason@thorndyke.ai.

About thorndyke:

thorndyke is a leading provider of DOOH verification solutions, delivering accurate and reliable measurement data to advertisers, agencies, and media owners. Clients include Publicis, Dentsu and Cartology/Woolworths. thorndyke’s innovative technology and commitment to data integrity empower clients to make informed decisions and maximize their DOOH investments

About Hivestack:

Hivestack is the global, full stack, adtech company that powers the buy and sell side of programmatic digital out of home (DOOH) advertising.

Contact:

Jason Cooper, CEO, jason@thorndyke.ai

thorndyke Achieves SOC 2 Type II Compliance, Setting New Standard for Data Security in DOOH Verification

FOR IMMEDIATE RELEASE

thorndyke Achieves SOC 2 Type II Compliance, Setting New Standard for Data Security in DOOH Verification

Sydney, Australia – November 27, 2024thorndyke, a leading provider of Digital Out-of-Home (DOOH) verification, today announced it has successfully achieved System and Organization Controls (SOC) 2 Type II compliance. This accomplishment reinforces thorndyke’s commitment to data security and integrity, setting a new industry benchmark for DOOH measurement and verification providers globally.

The Outdoor Media Association (OMA) of Australia recently mandated that all third-party vendors must be SOC 2 compliant by January 1, 2025. thorndyke is the first DOOH verification vendor worldwide to meet this stringent standard, demonstrating its dedication to providing clients with the highest level of data protection and operational excellence.

SOC 2 is a comprehensive auditing standard developed by the American Institute of CPAs (AICPA) that assesses the effectiveness of a service organization’s controls related to security, availability, processing integrity, confidentiality, and privacy. Achieving1 SOC 2 Type II compliance signifies that thorndyke has undergone a rigorous independent audit of its systems and processes, proving its ability to safeguard client data and maintain a secure operating environment.

“We are thrilled to be the first DOOH verification company globally to achieve SOC 2 Type II compliance,” said Jason Cooper, CEO at thorndyke. “This accomplishment underscores our unwavering commitment to data security and our dedication to providing our clients with the most reliable and trustworthy verification services in the industry. As the OMA’s deadline approaches, we are proud to lead the way in setting a new standard for data protection in the Australian DOOH market.”

thorndyke’s SOC 2 Type II compliance provides clients with several key benefits:

About thorndyke:

thorndyke is a leading provider of DOOH verification solutions, delivering accurate and reliable measurement data to advertisers, agencies, and media owners. Clients include Publicis, Dentsu and Cartology/Woolworths. thorndyke’s innovative technology and commitment to data integrity empower clients to make informed decisions and maximize their DOOH investments.

Contact:

Jason Cooper, CEO, jason@thorndyke.ai

Dentsu Australia partners with thorndyke for DOOH verification

SYDNEY, AU – JULY 16, 2021 – thorndyke pty ltd, a global leader in verifying DOOH media, today announced a partnership with Dentsu Australia to independently verify its Digital Out-Of-Home (DOOH) activity across all Dentsu agencies for the Australian market.

Programmatic DOOH has been a key talking point over the past 12 months, driving digitisation across OOH as the demand for more transparency across the channel increases.

Dentsu ran a competitive request for proposal (RFP), looking closely at all vendors in market and ultimately chose thorndyke as its preferred vendor.

The team behind thorndyke are all ex-Integral Ad Science and have a strong track record in verification and measurement. The thorndyke verification platform helps agency teams and the media owners with real-time insights into delivery issues that may have otherwise gone undetected, allowing these to be resolved faster.

Emma Hegg, head of outdoor for Dentsu said: “We are very excited to partner with thorndyke, as we continue to navigate the evolving DOOH landscape on behalf of our clients.

“The last 12-18 months has seen a huge demand from advertisers to have more transparency in OOH and as a result, a number of verification providers have entered the market. For Dentsu, our objective was to not only ensure independent verification for our clients, but also to partner with a provider whose technology was scalable for the future.”

Jason Cooper, MD of thorndyke added: “We’re delighted to have been selected to partner with Dentsu. We’re looking forward to working with everyone across the group and providing essential verification for DOOH campaigns. DOOH is probably the last digital medium to be verified.

“This deal gives DOOH measurement parity against other digital environments: independent verification that delivers exposure, share of voice and time-in-view, which are table stakes in digital today.”

Dentsu Australia is thorndyke’s third major deal in Australia alongside Publicis & Cartology.

 

The Future of DOOH in ANZ

Digital out-of-home has gone through some significant changes over the past few years. This has presented not only opportunities but challenges for advertisers.

Listen to our industry experts, Jessica Miles, Country Manager AU, Laura Wall, Head of Programmatic at Shopper Media Group, Phoebe Chan, Operations Director, Performance at Publicis Media and Jason Cooper, Founder and MD of Thorndyke as they discuss how advertisers can navigate their way through DOOH and what lies ahead for the ANZ market.

 

thorndyke featured in oOh!media Pulse Report

oOh!media produces a monthly ‘Pulse Report’ that is shared with their customers and keeps them updated of all the latest data and trends. In September 2021, thorndyke was interviewed for their ‘Future of OOH Planning & Buying’ special. Jason Cooper spoke about the trends in verification and measurement in DOOH:

The time for DOOHs Renaissance

According to Statistica outdoor is one of the few mediums expected to grow in the next 3 years. The outlook is positive, however the growth isn’t by any means explosive or meteoric. But this the time is ripe for this medium to experience a renaissance especially when digital is facing many issues.

On paper DOOH should be raking in the dollars from the digital budgets that are fraught with issues such as privacy (GDPR/CCPA anyone?) and the forthcoming deprecation of the cookie in Chrome (goodbye uniques, reach & frequency.. hello context.) Talk to any digital media buyer who’s having to deal with brand safety, fraud and viewability issues (anything 50% + viewability is perceived as good). DOOH should be a breath of fresh – except that growth is modest and the digital and DOOH agency buyers for the same client, aren’t even in the same room. But the wider, macro issue with DOOH is a lack of independent measurement.

The digital buyer has had access to a plethora of tools for tracking measurement and ROI; ad servers; publisher & agency side, verification pixels, audience measurement & more. But for the large part DOOH’s been a walled garden, a locked down environment that hasn’t allowed 3rd parties in. It’s an industry where the technology has been designed and built by the sell side, for the sell side with little to no input from the buyer. That in part has hampered investment in the medium. We talk about taking budget from the digital pot, but what tools does the digital buyer have to measure success in DOOH when they’ve always had – and expect, measurement tools at their fingertips?

Until we have independent 3rd party measurement as de facto (this includes verification, 3rd party ad serving..) in DOOH, the big digital budgets will struggle to justify the investment into an unmeasurable medium. This is something that was solved recently for mobile in-app. Arguably for in-app the challenge was harder – and it took a solid effort from the major verification vendors and the IAB Tech Lab, together with a handful of key publishers to agree on a solution. The Open Measurement Working Group was formed and developed an SDK that could be adopted to solve for amongst other things, viewability and transparency into the app environment. For DOOH media owners, the solution is even simpler – open up your firewalls and processes and embrace 3rd party measurement.

The good news is change is on the way. Here in Australia a few of the major agency groups have recently conducted a review of verification vendors solving for DOOH. Programmatic is also starting to move into this medium that will bring about change – Vistar have launched an office in the region. And global verification heavyweight Integral Ad Science are making moves into DOOH.

At a time when digital is fraught with issues, investment into DOOH should be an open goal – but let’s give the buyers the empirical, evidence based data that is independently measured.

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thorndyke is your independent verification partner for all DOOH campaigns

The team at thorndyke has years of experience building ad technology and verification products. And we’ve delivered solutions that solve problems in unique and challenging environments including native and mobile in-app. We love measurement, but more than that, building products that deliver empirical, evidence based metrics that help buyers make better buying decisions.

Our products deliver complete coverage & insight, that’s independent and reliable. thorndyke is your robust measurement partner for DOOH.

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