Russ Curry, Ministry of New Media
OOH TRACE an independent platform for real-time, Poof-of-Posting/Proof-of-Play verification of outdoor advertising creative campaigns,.officially launched this week.
Developed by Carlos Viladevall, ex. CEO, Posterscope Spain, OOH TRACE describes itself as a “leap in the management of the investment and execution of brand campaigns across all OOH formats”.
Carlos Viladevall told us “Our focus is to help outdoor media increase trust and value, by creating a first level content display verifier for any ad campaign throughout its duration across all markets and across all vendors. I am sure that the use of OOH TRACE will bring increased consistency to the management and impact on the return that the outdoor media provides to advertised brands.”
OOH TRACE automatically tracks, verifies, and certifies that all Outdoor advertising campaigns are rendered to specifications, during the time, places, and spaces they are supposed to be without incidents.
Carlos explained “We are not analyzing the quality or audience of the medium, but whether the creative message is rendered in its entirety as contracted. OOH TRACE identifies whether the content is there or not, other sources will measure and evaluate the audiences”.
OOH TRACE is being made available in seven countries initially; France, Belgium, Luxembourg, Brazil, the United States, Canada, and Spain via local partners.
It is preparing to enter eight other markets, some of which will be incorporated in 2022.
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