What you need to know:

• $5m VC funding secured.
• International expansion planned.
• Firm says tech can help DOOH compete for broader digital budget pots.

Veridooh has raised $5m to expand beyond Australia.

The Sydney-based firm, which independently measures the impact of digital out of home ads, launched in 2019, months before Covid savaged out of home advertising.

But it has since added some 140 clients in Australia and New Zealand, including Google, Unilever, Amazon, McDonald’s, Uber, Telstra, Commbank and Nine. Holdcos including Omnicom Media Group, GroupM and Mediabrands use its technology, which it states uses some 300 metrics.

The firm ultimately aims to crack key global markets while capitalising on digital out of home growth locally, with out of home players now eyeing broader digital budgets as programmatic DOOH starts to mature.

“If you can remove any doubt about the delivery and performance of out-of-home advertising then you can increase buyer confidence while putting OOH advertising on a level, if not better, playing field than other digital channels, such as online,” according to Veridooh co-founder Mo Moubayed.

The funding round was led by EVP, with partner Dan Szekely joining the Veridooh board. Other investors include Jelix Ventures, Seniel and Gravel Road.