Proof-of-play is the term used in digital out-of-home to describe the summary playback reports and the raw play logs. Proof-of-play is the equivalent of tearsheets in newspapers and of online exposures served to a web page.
In conjunction with our partner BroadSign, MOSAIC MediaHouse has invested in creating a robust reporting component to help advertisers gain a better understanding of how to buy advertisement space, and determine whether the buy was successful or not.
Our proof-of-play reports are the foundation of accountability in digital out-of-home. They can be generated in real time, across the whole network, and be queried by campaign, time frame, network segments or in many other ways.
What is reported to advertisers?
Following the industry’s best practices and feedback from the advertising community, MOSAIC MediaHouse provides customers with the following proof‐of‐play reporting structure:
Forecasted number of ad plays
The purpose of the campaign plan is to provide a measurable commitment to our advertisers prior to campaign, along with our quotation. Whether you choose to book by network, by audience or by media, we deliver a forward‐looking plan that estimates how many times the ad will play in each targeted location (broken down to individual screens, venues, network, etc).
Proof of Play
Accurate, 3rd‐party‐auditable proof of play logs
Our digital displays produce raw play logs that track which ads were played, the date and time they were played, and the duration of time they were played. By providing playback records at the screen level, we can then audit which ads were actually displayed on each screen in case one or more of the screens were off or disconnected during the campaign.
Summary that lists planned ad versus achieved
Our campaign performance report can be generated at any moment of the campaign (for monitoring purposes) and at the end of the campaign. Our standard format is an affidavit‐type summary that lists planned ad plays versus achieved. Detailed raw logs can also be provided upon request for closer scrutiny, if needed.
The campaign performance report aggregates the raw play logs for that campaign and presents the total results of the campaign against the “estimate” made in the campaign plan report. The comparison between the planned plays and the achieved plays is how performance is calculated.
Proof‐of‐play report summary
Our affidavit is basically a proof‐of‐play report summary which provides a simplified view summarizing the ad plays achieved and basic parameters of the campaign.