(Pictured L-R: Robin Arnold CTO and co-founder, LENS, Tom Richter CEO and founder, Seedooh)
New Zealand-based technology and analytics company, LENS Outdoor (LENS) has announced a new data integration partnership with independent technology firm, Seedooh.
LENS, which launched last month, is a purpose-built audience measurement platform, created specifically for Digital Out-Of-Home (DOOH) media companies, that provides real-time audience accountability and unprecedented transparency.
This new partnership is the next step in delivering on that promise of transparency by adding reach and frequency data from LENS into Seedooh’s Independent Verification Platform (IVP). This verification reporting process occurs with no hands-on involvement from the DOOH operator or LENS due to an application programming interface (API) giving Seedooh access to both platforms, ensuring independent, proven and trusted reporting.
The reports will include total audience contacts from each campaign, along with site visitor frequency and unique reach.
LENS CTO and co-founder Robin Arnold says agencies and advertisers are waking up to the fact that historical methods for providing modelled audience metrics for OOH is simply not up to scratch, lacking both the accuracy and transparency that brands are now demanding and expecting.
Says Arnold: “The integration of LENS data into Seedooh’s reports is an important step for the OOH industry, allowing agencies and brands access to independent post-campaign data to prove played campaigns, quantify reach and frequency and help better plan future campaigns.”
Seedooh’s IVP provides complete and automated, best-practice verification of every play-out in a DOOH network. The data is reported via a platform dashboard, enabling summary or granular analysis of every conceivable campaign delivery metric, including share of voice, location, time on screen, number of slots in loop, creative execution, dynamic delivery reporting and more. They can now also include real-time audience data through this new partnership with LENS.
Seedooh founder and CEO Tom Richter says Seedooh brings together valuable datasets at scale and makes them accessible to those who need them: “Our platform is agnostic and standardises campaign delivery data for all OOH assets, both digital and classic. Ultimately, a campaign will reach a real world audience as intended, with the right message, to the right audience at the right time. It makes sense to combine high fidelity audience data with granular message delivery data. Our integration with LENS makes this combined dataset available automatically, on-demand.”
LENS’ launch client, LUMO Digital Outdoor is the first to supply its agency and advertiser clients with these enhanced Seedooh reports.
Says, Phil Clemas, CEO, LUMO: “We have partnered with Seedooh since early 2019 and their display reports help us deliver on our transparency promise to our clients. The addition of the LENS data has come at a good time as the global COVID-19 pandemic has turned the world on its head and clients are expecting greater accountability of campaign delivery and audience accountability.
“Site-based camera technology and live-streaming audience data is the only way to accurately and reliably answer those questions about audience reach and visitor frequency.”