Proof of Play Metrics

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Proof of Play Metrics

Proof of play, as a digital signage metric, is a term used in measuring and validating the effectiveness of a digital signage network. It enables the paying company to determine if the advertisement provider played their advert as promised. Captivate uses Captivate PLACES for a similar purpose.

Definition of proof of Play

What it entails

  • Although most ads are likely to be played in 99% of cases, what counts as proof of play is the actual validation that "what was planned to play on a display did (or didn’t) play as expected". This is an important metric in measuring the success of the advert.
  • However, proof of play does not ascertain if the display board is actually displaying at the particular time the ad was scheduled to be shown or if the display board was down, hence unable to display. It can only record when the content is scheduled to play and what content was played by the playback device without confirming if it was actually played or what content was actually displayed.

How it is used

  • Proof of play pulls and stores data on the number of times the content is scheduled to play from the server of the playback device. The data is used by the advertiser to verify that the content they paid for is being displayed as agreed by the advertising provider.

What companies use it

  • Proof of play is used by companies paying money to advertisement providers for digital out of home advertising.

If Captivate use it

  • Captivate uses Captivate PLACES to aggregate and analyze their brand's campaign and effectively measure campaign ROI for digital out-of-home advertisements.

Research Strategy

To provide an overview of proof of play, our research team searched for an analysis of proof of play as it relates to digital signage from several media publications, expert studies, and academic journals. While we found several publications on this topic with very similar explanation, we have selected a few publications with a concise definition and explanation. Then we extensively scoured through the website of Captivate to determine if they use proof of play but found out that they use an alternative platform that is similar to the functionality of proof of play. There was only one mention of proof of performance (which is also known as proof of play) on the website of Captivate which is a blog post.
Sources
Sources

Quotes
  • "Proof of play (PoP) is the term used to describe the logging of data on media players. Each time a piece of content is played, the player logs the occurrence and stores it, which is then available for use in reporting to verify the advertiser has received what it paid for."
  • "These logs are used to validate that what was planned to play on a display did (or didn’t) play as expected. It’s important to note that player logs on their own can’t confirm the display was turned on."
Quotes
  • "For companies paying good money for advertising, having validation that the ads they’ve paid for have actually played on screens when and where they are supposed to is of critical importance. The advertising industry has long relied on “Proof of Play,” or an auditing process that shows advertisers that their ads played when they were supposed to on a digital display."
  • "The hard truth is that “Proof of Play” only reports on scheduling – whether or not the ad actually played on working display is simply an unknown."
Quotes
  • "North America’s largest digital video office network, today announced Captivate PLACES, an all-new centralized analytics and planning offering. This platform aggregates highly sought-after business and consumer data and pinpoints locations, devices and timing, empowering advertisers to optimize their brand campaigns. Now advertisers can use data-driven targeting capabilities to further identify on-the-go professionals and then effectively measure campaign ROI, which is unique in the digital out-of-home industry."
Quotes
  • "With marketer’s budgets under closer scrutiny, there is a high demand for measurement and proof of performance – important things that many social networks have yet to provide."