News

AMS announces real-time DOOH verification tech

November 21, 2010

Automated Media Services Inc. (AMS) recently announced that it has developed and patented a video verification technology, PlayScan, which provides — for, the company says, the first time — a continuously-audited real-time, non-sampled, electronic confirmation of digital video play and performance.

This low-cost technology, offered through the company's new measurement division, directly addresses the industry's need for a 100 percent-reliable confirmation as to whether or not DOOH video advertisements have played, and played correctly according to the advertiser's creative, technical and scheduling specifications.

For years, the Out-Of-Home advertising industry has sought a standard for video verification that provides a level of certainty akin to that provided by the in-home television business. According to a recent Arbitron report, the lack of standardized metrics has been "one of the barriers to large-scale media buys in the digital out-of-home space." By adopting the PlayScan auditing service, AMS says, DOOH media companies can provide media agencies and their clients with a reliable solution to the challenge of measuring the return on DOOH advertising investment. With PlayScan, the company says, marketers will no longer be paying for advertising that doesn't meet minimum performance criteria or doesn't play at all.

"The lack of DOOH compliance methods has always been a major source of waste for advertisers – and a barrier to both revenue generation and investment in out-of-home advertising," said AMS CEO Bob Wolinsky. "3GTv's PlayScan verification technology will offer media agencies and their clients unprecedented media execution, transparency and security and will encourage significant growth in the sector.

The PlayScan verification technology is a standard feature of the company's out-of-home television platform, 3GTv Networks, which the company says provided marketers with a reliable solution to the major issue of compliance for in-store campaigns. Approximately 50 percent of printed in-store promotional materials is left undistributed, with the associated waste in the tens of billions of dollars each year, AMS says. 3GTv's digital video platform, equipped with the PlayScan auditing service, brings in-store compliance levels to nearly 100 percent, according to AMS.

In 2011, AMS plans to accelerate the expansion of its media measurement division, beginning with the unveiling of its next measurement service, a system that will offer real-time in-store audience delivery auditing and analytics for the digital out-of-home industry.