Desktop-Based Broadcast Verification System Launched

Media auditor FastChannel Network began marketing its new broadcast verification service Monday, promising a "distribution/verification solution" that users can control from their desktops through an online invoicing system.

FastChannel's service has been in development for nearly a year, with beta testing beginning last October using several clients, such as Omnicom's DDB and BBDO Detroit, WPP Group's J. Walter Thompson, Atlanta-based ad agency WestWayne, and media shops such as Interpublic's Initiative, as well as marketers such as Geico and Office Depot. The service currently covers 32 national broadcast and cable networks, 25 local markets, and over 200 stations.

The company, which is headquartered in Needham, Mass. and has offices in New York, Chicago, Hollywood, and London, uses "hybrid detection" technology, which combines watermarking with fingerprinting of ads.

"The most compelling aspect to us about FastChannel is the near real-time reporting of discrepancy data, as well as capture of the aired spot for review from the desktop," said Joe Caponigro, executive vice president, executive media director for WestWayne. "This can be a big time saver, and allows you to know you're getting what you paid for while the client's campaign is still active."

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