Digital out of home ads were once impossible to track in the same way as in online advertising. These days, with Proof of Play data (or POP data) the industry has been transformed. Media buyers and media owners can access insights that explore and prove the value of ad space. In this article, we explore exactly how that looks.
How does Proof of Play work?
Put simply, proof of play data provides evidence that an ad played on a digital signage system on a specific date within a certain time range. Whilst logs provided by ad scheduling platforms or digital signage software can show this information, they do not account for technical errors, such as devices losing power. Media buyers, therefore, often expect additional proof. Third-party audits and external cameras can be used to provide further clarity on ad play by confirming that devices retain power and remain connected to the network.
Through audience analytics software, such as that provided by Sightcorp’s DeepSight Toolkit, media buyers and owners can receive POP data alongside additional insights. In a POP data report, advertisers will receive records on network activity and campaign performance insights that show when their ad played and to which demographic of people in terms of age and gender. It also offers extended insights about mood and attention times that we will explore later in the article.
How can you collect POP Data?
To collect proof of play data using our DeepSight Toolkit, users need to download the toolkit, set it up according to their specific requirements, and then connect with their digital sign. The analytics software will work in real-time to analyze screen and audience analytics such as impressions, demographics and more and this data will then be aggregated to a dashboard of the users preference. Connecting with digital signage is easy. For full instructions, click this link.
Where can you view POP Data insights?
Once set up, you’ll be able to view the full set of POP data and campaign metrics on a data visualization dashboard on any computer. This tracks and analyzes key performance indicators over any time range you choose.
Sightcorp offers a fully managed data visualization solution, DeepSight Data Studio, which is natively integrated with the DeepSight Toolkit and can be used out-of-the-box.
The metrics that our software anonymously collects include:
Opportunity To See VS. Likelihood To See
Whilst opportunity to see allows media buyers and owners to understand how many impressions their content could have gained, likelihood to see pinpoints how many people were in close proximity to a digital ad and therefore were likely to see it. Accurate viewing data can be attributed to each piece of content shown through head pose analysis. This allows for a much deeper understanding than traditional POP data.
Dwell time indicates audience interest by tracking head pose eye gaze in order to determine how long someone looked at a digital display for.
Age & Gender
By anonymously analyzing facial landmarks, our software can predict with high levels of accuracy the gender and age of those viewing a digital display.
In distinguishing between happy and neutral facial expressions, Sightcorp can indicate levels of interest in a piece of content on a digital display.
Face Mask Analysis
In recent years, users also want a POP data report to indicate face mask use in public areas. This can help places that own ad space to tighten their restrictions and improve customer safety.
The benefits of measuring POP
In light of these metrics, it’s clear that there are a huge number of benefits to measuring POP data.
In a POP data session, which can happen in real-time, media owners can gain insights that prove the value of their ad space and media buyers can tweak content to optimize their results. This type of insight allows for content strategies that are just as, if not more effective, than in the online space.
By being able to segment network activity by the hour and day, individual campaigns can be optimized even further. For example, media buyers might see that on a particular day more of their target audience attend a location and they see better results. They can then continue to advertise on this day in order to improve return on investment.
The Importance of POP Data
When looking at the relationships between media buyers and media owners, POP data reports are key. By not only being able to show exactly how many impressions ad space is getting in real-time, but also each viewer’s demographic breakdown, media owners can truly prove the value of their ad space, command higher rates and show credibility.
For media buyers, insights on network activity act as a guarantee that their content is being played across the relevant devices and ensures that their marketing budget is not being wasted.
As increasingly complex campaigns take place across DOOH and digital signage, a POPdata session allows both parties to remain confident that they are getting results on any specific date.
To find out more about our software or get a free trial, click the link.