Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast · AdQuick

Mo Moubayed - Making DOOH more trusted | E74

·32 min·2 clips

Mo says a brand can spend a million dollars on out-of-home and still not know if it was delivered.

1. Madvertising by AdQuick episode E74 focuses on Mo Moubayed and Veridu’s role in out-of-home verification. 2. Mo Moubayed is Veridu’s co-founder and CEO, and Adam hosts as an AdQuick marketer discussing the company’s partnership with Veridu. 3. The episode asks why marketers still need independent verification for out-of-home campaigns and what that changes for spend, trust, and planning. 4. Mo says Veridu began while he and his co-founder were trying to launch digital signs on taxis and Ubers in Australia. 5. Agencies kept asking, “how do I know if my ad played?” when they were selling the media space. 6. That question led Mo to ask, “how do you know today” if a million-dollar out-of-home campaign was delivered. 7. He says media-owner play reports felt like “marking your own homework,” which pushed the team to build a proof of concept. 8. Mo says a brand in Australia challenged them to prove the ads played and promised to be the first client on the digital taxitops. 9. Five years later, he says Veridu is the “market leader independent verification company in the world.” 10. He defines Veridu’s purpose as creating transparency around the delivery of an out-of-home campaign after brands spend money, time, and strategy. 11. Mo says the technology is “100% independent” because the verification provider collects its own data. 12. He says the data is not supplied by the media owner and cannot be changed or influenced by the media owner or buyer. 13. Veridu’s patented “smart creative” behaves like a tag or pixel and can understand when it is played, for how long, and where it is played. 14. Mo says that information is compared with what was booked so marketers can see delivery clearly. 15. He says brands and marketers gain more confidence in out-of-home buyers when delivery can be verified. 16. Mo also says that confidence can translate into higher advertiser spend. 17. On growth, he says Veridu relies on comms and PR, not much paid advertising, because the company’s audience needs education. 18. He says independent verification is new to out-of-home, while it is already familiar in the online world. 19. The conversation is interview-style, fast-moving, and practical, with Adam pressing Mo on marketing, AI, and channel shifts. 20. Anyone working in out-of-home, ad tech, or B2B marketing would likely get the most from it, while listeners wanting a pure consumer-story episode may skip it.

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