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Ebiquity launches OOH auditing service

Media and marketing insights company Ebiquity has launched three outdoor media auditing services in the UK, in an effort to create more transparency within the industry.

The move follows calls for greater visibility and understanding from both ISBA and the Office of Fair Trading. In response, Ebiquity will now highlight issues such as on-going price deflation and give advertisers the opportunity to spend less.

The three tiers of audit fall under three headings: Enhanced Audit, Pre-Flight Service and Standard Audit.

The purpose of the outdoor auditing is to make Ebiquity’s analysis and database readily available and exploitable for clients. It will include visibility on buys, context of what an advertiser should be paying under the circumstances and clear actions about how to reduce costs.

“Advertisers can do more to ensure they get a good deal from specialist outdoor buyers and media agencies,” read a statement in the Office of Fair Trade Market Study 2011. “Advertisers should take steps such as using media auditors to monitor campaigns to ensure agencies and specialists act in the advertiser’s best interests."

Jenni Baker, London