Proof of Play: What it is and what is its importance in Digital Signage
Proof of Play, DOOH, Digital Signage, ROI, PoP
For companies investing in digital signage, it is important that there is a guarantee that the advertisements and/or content for which they have paid is actually exhibited on the displays. Thus, Proof of Play aims to ensure, in real time, that the displays of all billboards and digital displays are connected and exhibiting the contents, ensuring their correct and normal functioning.
Digital-Out-of-Home (DOOH) has shown marked growth and is increasingly used for demanding and complex campaigns. At the same time, advertisers are demanding proof that these campaigns are actually running. Thus, it is necessary to respond to this need, more specifically through the Proof of Play (PoP).
Having the ability to ensure Proof of Play is a prerequisite in campaigns for DOOH, since, in addition to allowing customers to feel more secure and confident whenever they do these types of campaigns, it can make ROI (Return on Investment) a reality.
With Proof of Play solutions, it is possible to capture meaningful information and generate reliable reports, which increases credibility with customers.
How does it work?
The Proof of Play system includes a video playback device, which in turn contains a display, a sensor, a transmitter and a processing unit.
A video will be shown on the screen and the sensor detects this situation. The processing unit, in turn, will collect information about this display and will communicate with the transmitter so that it sends the information to a device, so that it can be known if, in fact, the video was displayed.
What are the purposes of Proof of Play?
Bearing in mind that an ad can be planned and not be displayed, if a display becomes too hot and dark or there is a loss of energy (for example), advertisers require reproduction records that record what is played on the displays.
Proof of Play solutions therefore check whether the monitor is receiving power, whether it is connected to the network and whether it is performing its functions normally.
Therefore, and with Proof of Play, advertisers should receive the following information:
A campaign performance report;
A summary of the Proof of Play report.
So, there are some advantages of Proof of Play that demonstrate its importance for digital signage:
- It allows digital signage to reach and even surpass other media;
- Reports can be generated in real time;
- Proof of Play can be consulted by campaign, time period and network segments, among other ways;
- It determines which content attracts the most attention and, consequently, allows the development of more effective content strategies;
- It is increasingly being demanded by advertisers.
Make sure your DOOH campaigns are running through Proof of Play.