Veridooh cofounder Mo Moubayed says his company is 100% independent because its patented smart creative collects its own delivery data rather than relying on media owners.
Veridooh began when a brand challenged its founders to prove their ads had played, leading them to build a first proof of concept.
AdQuick plans to make Veridooh's independent verification a standard across all its programmatic campaigns, while Mo argues brands that verify first will see outsized returns.
Veridooh wants to give billboard buyers proof their ads ran
Out-of-home advertising has lacked the proof of delivery that online buyers take for granted, and Veridooh exists to supply it. Its smart creative records each play independently of media owners. Both speakers expect that trust to matter more as AI erodes search clicks and budgets shift toward billboards and brand building.
Takeaways
Veridooh verifies delivery with its own data. Its patented smart creative works like a tag inside the ad, recording when, for how long and on which panel it plays. Because Veridooh never relies on media owner data, Mo calls it 100% independent, letting buyers compare delivery against bookings.
A brand's challenge sparked the company. Mo and his cofounder were launching digital signs on taxis and Ubers in Australia when agencies kept asking how to know ads had played. A brand dared them to prove it, prompting a proof of concept. Five years later Mo calls Veridooh the market leader.
Early verification adopters should see outsized returns. Mo argues verified campaigns are delivered better than unverified ones, so brands that demand verification first gain an edge. Verification is familiar online but very new in out-of-home, which leaves room for first movers among agencies, brands and advertisers.
AdQuick plans verification as a programmatic standard. Under the new partnership, AdQuick intends to verify all its programmatic campaigns, including those of direct digital out-of-home buyers. Mo found the companies complementary from their first trial campaigns and calls AdQuick a pioneer that builds much of its own technology.
AI is pushing search budgets toward billboards. People click fewer links as chatbots answer questions directly, and Adam now asks ChatGPT and Perplexity for recipes. Mo predicts budgets once bound for search will look to out-of-home, citing Kieran's forecast of a $100bn market by decade's end.
Brands need brand and performance together. Mo calls a return to brand building inevitable, citing research that pairing brand with performance raises performance ROI. Direct-to-consumer brands should start with performance, then invest in brand as returns fade, as Gymshark did in moving to billboards.
Public attention beats intrusive online ads. Adam, formerly at Google, says big ad tech overstepped with intrusive ads, recalling a Google search ad that led to a phishing site. People in public have focused attention instead of their phones, which makes him bullish on out-of-home.
Selling new technology to the old guard
Veridooh invested early in communications and PR, spends little on paid ads, and focuses on educating buyers about a concept new to out-of-home.
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On this episode 2
Show 1
Adam sees marketing leaders split between tech enthusiasts and old-school marketers who prefer handshakes and golf. Both agree startups win the old guard only by showing value.
Adam dragged International Dairy Queen's executives onto Facebook, building one of the first quick service restaurant pages, and says early adoption pays off asymmetrically.
He warns that many AI startups overpromise what their technology can do.