MediaCom drives better out-of-home media ROI for KFC by integrating reporting metrics via OIS

KFC, via its media agency MediaCom, is the latest advertiser to utilise OIS’ DOOH campaign reporting platform, combining it with OIS viewability metrics to provide unprecedented transparency across Digital & Traditional out-of-home campaigns.

When asked about the importance of campaign delivery and contractual compliance for out-of-home media that they buy, KFC Angela Richards, CMO: “We continually strive to get better returns from our media investment, and by using the OIS platform, we can extract more value through improved transparency. It’s very important to know if your ad had ‘played’ or been posted, but it’s imperative to ensure that your ads were ‘in view’.”

Says Nick Thomas, head of marketplace, MediaCom: “We constantly strive to improve the effectiveness of client media investment, through innovation and improved contractual compliance. The OIS platform offers clients transparency for out-of-home, as it not only offers the convenience of aggregated campaign reporting but additionally tracks compliance using its standard viewability metric that tracks compliance all the way to the actual screen.

“A system that in our eyes is built for the advertiser not the supplier.

“It’s been great to see our out-of-home partners jump on board and help support our mission to make out-of-home more accountable, specifically in the case of KFC.

“With a lot of disruption in market currently, viewability is going to be an interesting space to watch, but one we need to ensure is kept on the agenda.”

Says Justin Singh, CEO, OIS: “We stand firmly on the side of the advertiser with our mission simply being to help clients improve transparency of OOH campaign delivery and contractual compliance via independent means. We believe that ‘auditing’ must go beyond purely campaign delivery reporting and include viewability metrics also, giving a more complete picture of verification.”