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Apr
16
Proof of Play on Digital Signage - An Evolving Standard
Filed Under Advertising, Digital Signage, metrics
I was just on POPAIs Site:
They have a full brief on their evolving standards for “Proof of Play” or Proof of Performance. I wrote about this last week and I got a lot of emails around this topic. It’s a doozy, and adopting this standard could be a monster to tackle for most networks but I think this one may be worth supporting for everyone. Does anyone know of any other organizations doing proof of play standards? IAB? OAAA? If you do, throw it in the comments.
The full link to the PDF on the specification is at the end….
…the brief overview or topline view is well represented in these graphics and is broken into 4 primary categories:
- Playlog
- Network Info
- Player Info
- Content Info
Here’s some graphical highlights:
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4 Responses to “Proof of Play on Digital Signage - An Evolving Standard”
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As a POPAI member, I sat in on a couple of conference calls when this process started in ‘05. If I put my agency/media hat on I know that it is a standard that we need to move towards, because we will absolutely need that granular level of measurement to prove ROI, measure sales lift, content impact, etc.
However, it will simply not be possible for many deployed networks (or soon to be built networks for that matter) because of the sheer amount of data that will be required for implementing the proposed standard. There are other implications for sure, but presuming every single network owner has massively scalable databases for data mining is optimistic at best today.
But the sooner we can move to such standards, the faster our industry will become a more important factor in the media mix for brands.
I would agree that this is too much data…however, I think that if you just stuck to the “contentPlayLog” that is defined above, that would suffice.
The big concern is backwards compatibility - the older networks that were put in without this capability. The hope is that newer networks learn from the trials and tribulations and address this right off the bat
[…] Please see http://www.robgorrie.com/2007/04/16/proof-of-play-on-digital-signage-an-evolving-standard/ […]
[…] written in the past about how POPAI’s standards committee has assembled a full proof of performance standard spec for the industry. It’s a VERY healthy read and spec that goes into a lot of […]