Out-of-home (OOH) advertising continues to attract sustained advertiser investment. Global OOH spend crosses $46.2 billion in 2024, with steady growth across billboards, transit media, and digital screens.
As investment grows, expectations around accountability grow as well.
Images are widely used as proof of presence. While they establish that a site exists, they do not verify installation status, site condition, visibility, or campaign duration.
As a result, brands and advertisers increasingly look for independent verification in OOH advertising campaigns that is backed by actual proof of performance.
Scale Brings Execution Risk
OOH campaigns operate at scale. A single campaign spans hundreds of sites and multiple vendors under various timelines. With such mass scale execution, issues such as delayed installations, missing sites, damaged media, incorrect creatives, and obstructed visibility are common realities.
Despite strong reported ROI, OOH performance often relies on assumed delivery rather than on-ground verification.
Independent Verification Exposes the Non-Performance Issues
A clear example of this gap emerged during a large-scale OOH campaign audit conducted by OOHAudit in Meerut.
The campaign plan included multiple hoardings across high-traffic locations. On paper, the sites were confirmed as installed. Standard campaign photographs were available. However, when we audited the campaign on-ground, several listed sites were found missing entirely.
In some cases, structures existed but carried no media.
In others, the ads were removed mid-campaign without replacement.
Geo-tagged, time-stamped evidence revealed that a significant portion of the planned ads were never delivered as intended. Without our independent media monitoring, these gaps would likely have gone unnoticed, marked as delivered based on trust rather than verification.
Read the detailed case study: Media T̶h̶e̶f̶t̶ Missing in Meerut – A Chronological Exposé
Why Advertisers Are Adopting It
An increasing number of advertisers report that greater transparency would enhance the value of their OOH investments.
Independent monitoring and measurement is already standard practice in digital and television advertising. OOH is moving in the same direction.
For brands and advertisers, independent verification helps to:
- Identify missing or under-delivered sites early
- Validate that campaigns run as planned
- Resolve discrepancies using on-ground evidence
- Increase confidence in campaign spend and delivery
- Improve accuracy in future OOH planning
As OOH continues to grow, independent verification is no longer a post-campaign formality. It is becoming part of how campaigns are planned, managed, and trusted.
Independent Audit and Verification Services by OOHAudit
OOHAudit provides independent on-ground media monitoring for outdoor advertising campaigns across sites, formats, and durations. Campaigns are reviewed through physical site visits supported by geo-tagged, time-stamped evidence and structured reporting.
Our audit and verification process includes:
1. Nationwide Coverage
OOHAudit operates with a nationwide on-ground network of 500+ field auditors, covering over 200,000 locations across India.
2. On-Ground Site Verification
Each campaign is verified through physical site visits. Field teams confirm that ads are installed, live, visible, and intact, and not altered or removed during the campaign period.
3. Geo-Tagged Proof of Performance
Every site visit is supported by verifiable, tamper-proof photo evidence. Images are captured with precise GPS coordinates, date, and time stamps using the Moshpit app.
4. Centralized, Tamper-Proof Reporting
All audit data is reported through a centralized dashboard. Reports are available in PDF and Excel formats and include visual proof, location details, compliance status, and site-level insights.
With OOHAudit, brands and advertisers gain a clear view of what is live, what is missing, and what requires corrective action during the campaign duration.
To explore how our independent verification supports better OOH outcomes, view our case studies or connect with our team to review your next campaign.