With verification, DOOH is finally able to stand up to independent scrutiny as a digital platform that is supported with robust measurement. OOH is free from some of the issues that have plagued digital advertising over the last decade; brand safety, fraud and viewability are less complex in DOOH. What’s been missing to date has been verifiable results delivered by an independent source - and that’s changing with thorndyke verification.
Thorndyke verification allows plays and impressions to be reported on independently; the right screen and package, at the right time and day of the week in the right area. thorndyke uses a proprietary solution in making this determination from inside the player and ad session in real time. No log files.
Now is the time we should be pouncing on the digital planner/buyers with the big budgets - there’s no click or impression fraud, there’s no brand safety issues, there aren’t ad blockers and subscription models where ads are filtered out.
The macro challenge in OOH right now is measurement - independent measurement. For the medium to become more compelling, more attractive - we need data. Data that is representative of the market - we need the coverage