Ex-Kinetic Global COO Nick Parker has switched Kinetic for Veridooh, joining the fast-growing OOH player to drive global growth.

As global president, Parker will be working with Veridooh’s, Co-CEOs Mo Moubayed and Jeremy Yang, and responsible for driving expansion into key new markets for the company, as demand for independent OOH verification and OOH automation accelerates globally. He’s joining the group as a fractional executive.

Since launching in Australia in 2019, Veridooh claims to have grown to be the world’s leading solution for independent OOH verification and campaign automation, with its proprietary SmartCreative tracking solution for tracking and reviewing an advertiser’s campaign delivery.

Parker has more than 35 years of OOH experience, the majority of which he spent within WPP. Over the last 10 years, he has held c-suite positions including Global Chief Investment Officer and Global Chief Operating Officer within Kinetic Worldwide, overseeing more than 350 staff and with oversight for clients' OOH investment in excess of $2.5bn.

Since leaving WPP, Parker has founded Go2OOH Consultancy to work with clients looking to make a difference and drive growth within the OOH medium. All these efforts saw Parker receive the World Out of Home Organisation Lifetime Achievement award in 2023.

Parker’s appointment completes a series of international-focused hires for the company, with Nick Wong and Alexander Fleming recently joining Veridooh as Chief of Staff and Head of Marketing, respectively.

Parker said he was attracted to Veridooh’s vision for OOH growth. “I have always been clear that I want to work with companies that will drive OOH growth and increase the client experience,” he commented.

“Veridooh’s vision for a more trusted, automated and data-driven OOH ecosystem ticks all the boxes for me.”

Parker also claimed OOH was going through a “huge renaissance”, thanks to digitisation of inventory.

“Now is the time for OOH to double down on this momentum by implementing tech-enabled tools that have become standard in other channels, specifically automation and verification,” he said. “This really is mission critical for the OOH industry. Delaying implementation means that the channel will struggle to ever break out from the 4% of global ad spend it currently commands. Let’s change that. The Veridooh platform will be a seismic shift for OOH when implemented across the board.”

Veridooh co-founder Mo Moubayed cited strong demand from advertisers globally for its independent verification solution he did not see slowing down any time soon.

“Having Nick join bolsters our international capabilities and rounds out our international go to market team,” he said. “What was evident from day one with Nick, is that we shared a vision to make OOH the most trusted medium. With his experience, knowledge and relationships, we have no doubt we can fast track this mission globally making a huge impact for advertisers and the industry.

Veridooh, which is headquartered in Australia, now has over 160 advertisers on its books.