13 - Mo Veridooh - After Dinner Chats, Ripped Off Less: OOH, Trust, and Gentleman's Clubs

13 - Mo Veridooh - After Dinner Chats, Ripped Off Less: OOH, Trust, and Gentleman's Clubs

Welcome to After Dinner Chats, where host James Welch sits down with Mo, the co-founder of Veridoo, the company bringing trust and automation to Out-of-Home advertising. Mo discusses the return to 'in real life' activations (like Puma's) and how his patented tech stops media wastage before it happens. This is a must-listen for anyone who wants to understand the future of OOH verification.

Interview Guide

This chat follows our After Dinner Chats series one “Ripped Off Less" format, where we find out what makes the industry's brightest tick. Here’s what we covered:

News That Caught Our Eye: Mo was impressed by Puma turning London Bridge into a football goal. He saw it as a powerful move away from 'CGI out of home' and a 'huge return to in real life activations,' proving that OOH is the perfect way to amplify online activity.

How to Get Ripped Off Less: Mo's company, Veridoo, helps brands get ripped off less by tackling media wastage in Out-of-Home. Acknowledging that OOH has unpredictable elements (like a screen being down), his 'patented smart creative technology' acts like a pixel for billboards, tracking exactly what's played and where. This verification increases campaign effectiveness by about 20%.

The High Five: A quick-fire round to get to know them better:

Hero: Mark Pritchard (P&G). Mo admires him for his famous speech demanding an end to 'self-reporting' and 'complicated, non-transparent' media supply chains, calling him a 'hero in that context'.

Best Decision: Investing in the company culture. He learned culture isn't perks but 'purpose,' and by setting a clear vision and principles, it has become Veridoo's 'superpower'.

Worst Decision: Hiring someone based purely on their 'years of experience' and 'resume' rather than their 'ability to learn' and openness to feedback. This 'bad hire' was toxic but ultimately forced the company to fix its culture.

Funniest Moment: Walking into Veridoo's first-ever office in Sydney on day one and 'realising that it was situated above a gentleman's club.' He says they 'never invited anyone to that office' and got out as soon as the lease ended.

One More Person: Nick Parker, Veridoo's Global President (and former Global COO of Kinetic). Mo describes him as a 'wealth of knowledge' who has seen the OOH industry 'transform numerous times' and is a 'very good storyteller'.

Sponsored by @jobsinadtech

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