Adrian J Cotterill, Editor-in-Chief
Primedia Outdoor has announced that its digital out-of-home inventory has been independently verified by Seedooh, a globally recognized leader in media verification, for over a year.
Genevieve Coward, marketing and revenue growth executive at Primedia Outdoor told us “At Primedia Outdoor, we are dedicated to delivering transparent and reliable media solutions to our clients. Our partnership with Seedooh, which has now been in place for over a year, reflects our commitment to elevating the standard of accountability in out-of-home advertising. The ability to provide real-time, verified data empowers our clients with greater confidence in their campaigns, ensuring that every investment delivers maximum impact. When a campaign underperforms on a particular screen, we can swiftly amend it, optimising performance without delay.”
As digital out-of-home advertising continues to evolve into a critical and dynamic platform in Africa, the need for transparency and data integrity has never been greater. Advertisers today require complete assurance that their campaigns are being executed as planned – free from discrepancies or inefficiencies. Independent verification provides an objective and automated system that guarantees accuracy, instilling confidence in every campaign.
Without third-party verification, advertisers are left relying solely on internal reporting systems, which can lead to ambiguity. Seedooh’s platform eliminates this uncertainty by verifying every aspect of a campaign’s performance, ensuring that clients receive exactly what they paid for – down to the very last impression.
Seedooh’s platform offers real-time reporting, providing immediate access to verified campaign performance data. This includes live insights into overall campaign health, enabling clients to optimise their campaigns as they run. Real-time reporting ensures that any discrepancies are promptly flagged and resolved, offering advertisers confidence in the accuracy of their media investments.
Erik Warburg, director at Outdoor Auditors was quoted as saying “Primedia was the first publisher in South Africa to see the value of the Seedooh offering, and the need that our industry has for independent verification. For our DOOH industry to grow we need DOOH to be trusted and verifiable; it simply won’t grow otherwise. It’s not easy being a completely transparent media company, but Primedia have shown a great deal of courage and confidence in their operations by embracing third party verification. We (Outdoor Auditors) have now monitored multiple Primedia campaigns via the Seedooh platform, and every time that an error has been caught, Primedia has fixed the problem quickly and effectively. When the problem could not be fixed (e.g. stolen hardware), Primedia have made a plan to ensure that the client still gets the right exposure.”
By integrating with key technology stacks, Seedooh automates compliance and simplifies data management. This automation not only accelerates the verification process but also ensures that compliance with industry standards is maintained throughout the campaign’s lifecycle.
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