DOOH Verification 101: Why third-party verification has become essential in the DOOH industry?

On a very basic level, DOOH verification solutions such as UniLIVE provide, confirmation and assurance that DOOH ad campaigns are running and delivered as planned. Alongside insights into how they are performing inflight.

But let’s be clear – third-party verification (TPV) is not a new concept; it has been used in the world of online advertising for several years.

Following its digitalisation, the OOH industry followed suit with the UniLED team leading the way. We were the first company in the UK to develop and offer a TPV platform for DOOH ad campaigns – one which meets the exacting needs and nuances of the industry.

As a result, TPV (including our award-winning UniLIVE platform) is now being used by advertisers, agencies and media owners alike across the UK, US and beyond to provide a more accurate and transparent picture of DOOH ad campaign performance.

Third-party DOOH verification software tracks and verifies every single play of the DOOH ad, 24/7.

As a result, it also validates impacts – or impressions for our friends overseas – every day for the period of the campaign. And not forgetting the analysis of impression multipliers for programmatic DOOH ad campaigns.

This includes full transparency and oversight as to whether the ad campaign has played on every one of the agreed screens, in the correct locations. As well as substantiating it has adhered to scheduled times and frequency and has played for the intended duration.

This invaluable play data is then captured in a verification dashboard and is cross-referenced by UniLIVE against the campaign booking information. The reports provided give an accurate picture of the actual delivery – this includes both under and over delivery.

Aside from allowing media agencies to track and measure campaign performance more accurately, it offers peace of mind that their clients are getting what they paid for. This trust and confidence that is being built through verification, gives advertisers the transparency and accountability in their DOOH media investment, contributing to the growth of the medium.

TPV also enables agencies to identify anomalies in campaign delivery – such as a specific screen over- or under-delivering, or ads running out at the wrong time. These insights help them to quickly address any discrepancies and implement mid-campaign adjustments, ensuring performance stays on track.

The in-flight insight can also prove invaluable for media owners as it can help to spot when a screen is not playing. This vital information can ensure that the issue is rectified in a timely manner, and then the ad can play as planned.

It doesn’t end there.

The powerful data insights and campaign analytics captured, can be used to optimise future campaign performance and drive better outcomes for advertisers.

Why is it needed?

Accurate ad campaign performance measurement across all media channels has never been more essential.

Advertisers want access to data and insights that show their ad spend is delivering the expected results – return on investment (ROI) and business growth.

DOOH continues to evolve exponentially. As a medium OOH has reaped the benefits of technical innovation and digitisation – from static billboards to digital screens and onwards to programmatic DOOH (pDOOH) and 3D DOOH.

Additionally, unlike other media channels – i.e., linear TV and radio – OOH audiences are not going away. In part, this has been driven by global urbanisation – more people either living, working or commuting into cities. As well as the growing sprawl of city boundaries. The opportunities for advertisers are endless. As a result, we are seeing an increase in investment into the roll out of digital screens. 

Which is one of the reasons why according to the World Out of Home Organisation (WOO) global OOH spend eclipsed $46.2bn in 2024. It predicts that spend will grow further and hit $49.8bn in 2025.

With this expansion and increase in ad spend comes the critical challenge: ensuring that ad campaigns are delivered exactly as intended. The clarity and transparency that TPV offers, helps to further solidify the trusted relationship between advertisers and media owners.

Quite simply, DOOH verification is no longer a ‘nice-to-have’ but an essential part of every campaign’s success story. By making it a standard part of DOOH campaign measurement, the industry is moving towards even greater clarity, transparency and accountability – strengthening the industry and building further trust in the medium. And there’s not a vanity metric in sight!

What is UniLED’s role in all of this?

Since 2017, UniLED Software has been at the forefront of developing and implementing the very best DOOH verification solution.

Our award-winning software platform, UniLIVE was born out of a vision to empower advertisers to maximise DOOH performance by providing data driven insights, ensuring accountability through third-party verification, and enhancing efficiency with automation. 

As a result, UniLIVE is now trusted by many of the world’s leading advertisers, agencies and media partners across the UK, Europe & USA. It is fast becoming an essential part of their tech stack.