Why I swapped billboards for Independent Verification
Bring DOOH into the transparent performance age.
By Jon Kemp, Agency and Client Partnership Director, Veridooh
Inspired by the recent Billups ‘OOH for the Performance Age’ event, and seeing a parade of familiar industry faces, from clients to specialists, agencies to media owners, I was met with one universal question: ‘Why Veridooh?’ After 15 years immersed in media owner sales, it was time for a change. A positive change, to where I felt I could make a real difference.
Representing the channel, loud and proud
I love OOH. I’ve dedicated my career to it. The power of a poster to stop you in your tracks and spark conversation is undeniable. I want this industry to succeed, to grow, and to finally shed its reputation as the channel that is collectively adored, yet needs to catch up (a key theme at the Billups event).
So what’s holding the channel back? While every brand expects meticulous, almost forensic accountability from digital channels, in UK DOOH, Independent Verification has historically been treated like a rogue sock, one you only notice when the washing is done.
Frankly, DOOH runs the risk of falling behind. At all media upfronts and industry events, it’s a dead certainty that someone will get up on stage and mention growth. However, to accelerate growth, we need to shift the mindset from internal-facing to external and ask: what do brands want?
My move wasn’t about selling a new shiny format or location; it was about becoming a champion for the entire medium and helping shift OOH into an age of certainty and brand confidence.
Generational talent
On a personal note, shifting roles was also about finding genuine daily inspiration. Our Co-Founders, Mo Moubayed and Jeremy Yang, are not just bringing new tech to the market; they are forces of drive and determination. Before joining, I was told about their tenacity and resilience, but seeing it in action elevates them to a new level. They are both like a generational talent in football; world-class players who redefine the game. Then there’s the Godfather of OOH, our Global President, Nick Parker. His industry knowledge, prowess, and experience were a massive pull factor. If Nick Parker speaks, OOH listens.
If Nick Parker speaks, OOH listens.
Sydney to Shoreditch
Over the last two years, the Australian OOH market share has increased by 4% to 16%, with a significant contributing factor being the inclusion of Independent Verification, pioneered by Veridooh. Now, it’s the UK’s turn.
There’s noise in the market. My job is simple: educate and challenge, yet share our mission to make DOOH more trusted, automated, and effective. The ultimate shared goal of all in our channel is growth.
For those who aren’t aware, we use patented SmartCreative technology to provide market-leading, independent verification. Our SmartCreative is self-aware and independently collects play data every time an ad plays on a screen, anywhere in the world. We do not use media owners’ play logs or ask media owners to share data.
Across the globe, we’re already working with over 250 of the biggest-spending DOOH brands, including giants like Uber, Diageo, Amazon, Google, and Unilever, offering complete transparency and accountability for their DOOH campaigns. We deliver certainty at scale.
Three months in, three observations
- Brand demand for Independent Verification is accelerating
The DOOH industry is at a critical juncture where wide-scale adoption of Independent Verification is no longer an afterthought. Brands, having been trained by digital channels to expect transparency and accountability, are now demanding verification as a fundamental requirement for their DOOH plans. Let me be clear: media owner data, no matter how you dress it up, does not solve brands’ challenges.
…media owner data, no matter how you dress it up, does not solve brands’ challenges.
Trust can be the new currency for DOOH investment. To achieve the industry’s shared goal of accelerated growth, the channel must proactively embrace new technology and transparency to meet brand requirements for confidence and performance.
- The blueprint for global success is proven
We may be 11 hours apart, yet there is synergy between the Australian and UK markets; spend, media owners and technology. However, there is one major difference, the adoption rate. Here in the UK, we often sit and wonder why we haven’t seen predicted growth pushed beyond 3% market share. As a channel which is yet to adopt truly Independent Verification – is this why?
wonder why we haven’t seen predicted growth pushed beyond 3% market share
- Personal growth
Naturally there is also a big focus on wider channel growth, however a personal observation which was made crystal clear from day one, is the attention to personal growth at Veridooh. Wellbeing is often thrown around as a company benefit, however rarely goes beyond set days in the year which can be posted on socials. Here it’s different. It’s ingrained in one of the company’s principles: ‘Care about yourself, your work and your team’. Since joining, I feel fitter, both physically and mentally, and motivated on a daily basis. I couldn’t be more prepared and enthusiastic about the challenge ahead: to help bring DOOH into the transparent performance age.