Sydney, Australia – Havas Australia has appointed technology platform OIS as its independent and third-party verification partner for its digital, programmatic, and classic out-of-home client campaign investments.

As the OOH sector evolves, the partnership sees Havas clients positioned to meet the challenges faced by advertisers wanting to independently verify their OOH investment, independent of publisher reporting, aligning to already adopted practices in other media.

At any moment in time, OIS tracks hundreds of out-of-home campaigns across Australia and New Zealand, processing billions of verification data points. 

Michelle Lee, group investment director at Havas said, “Our strategy is not to just keep up, we want to be ahead of the curve as out-of-home evolves, as there are some fantastic opportunities for brands and agencies. One example is the shift to programmatic, however, smarter trading and campaign management of existing direct investments is also top of the list, both areas where OIS technology will support Havas teams.” 

She added, “OIS was a standout, from their world-first programmatic solution that tracked a billion plus impressions across multiple markets to their proprietary physical inspection data which we can access to verify quality data for every screen across Australia.”

Meanwhile, Justin Singh, founder and CEO at OIS, commented, “It’s great to be appointed after a competitive review that centred on innovation and has acknowledged our broader suite of proprietary tags, pixels, and physical inspection data solutions. Unlike other verification alternatives in the market which may rely on publisher ‘pops’ or ‘log data’, brands recognise that all OIS solutions are completely third party, aligning to industry best practice and how agencies and brands verify other media channels.”

Australia – Third-party verification platform OIS has partnered with demand-side platform (DSP) Vistar Media to launch its new programmatic DOOH solution.

The new pixel-based solution allows advertisers to centralise programmatic DOOH alongside directly traded classic and digital OOH campaign delivery data, a key step forward in third-party measurement and verification. Moreover, it allows advertisers to measure every single impression delivered on every screen for their programmatic DOOH campaigns in real-time, with trusted data that’s purpose-built for the OOH industry, driving better analytics and campaign optimisation.

OIS said that it exclusively overlays proprietary contextual display tracking, including pre-verified display location and screen quality data, helping ensure ads are consumed by audiences as they should be in the real world.

Justin Singh, the CEO of OIS, shared that the investment in programmatic DOOH across APAC is growing at a pace and is set to experience significant growth over the coming years. 

He further shared that third-party measurement is integral to building a trusted marketplace and providing parity against other digital media.

“A first step in the programmatic DOOH verification journey, we’ll see more announcements this year, with a movement to other ‘on device’ verification solutions further aligning to the broader digital industry,” said Singh.