In February 2024, OOHMAA, in collaboration with representatives from the media agency market (Out of Home Buyers Committee*) and a Steering Committee made up of subject matter experts from OOHMAA members, developed a Digital Out of Home Verification Standard.
Out of Home (OOH) verification platforms have been developing and evolving as media owners have continued to invest and grow the industry with new products across classic and digital formats. Out of this development comes the need for greater transparency around 3rd party independent campaign verification.
The Verification Standard is for Digital Out of Home ad play verification for Share of Voice/Time Buys; Classic Out of Home Buys are currently not part of the verification Standard and will underpin and clearly define the verification process guidelines for the future of our industry.
By ratifying a set of unified and agreed industry verification principles, the Standard delivers a solid technical framework to assist with the adoption of new tools and market technologies as they emerge.
*Out of Home Buyers committee members are Lou Watkin (OMG), David Turner (FCB), Vicki Anderson (Publicis).Richard Pook (Dentsu), Catherine Hamilton (MBM), Ben Poole/Rohan Prasad (Billie Media)
