Proof of Play: Digital reporting and confirmation of DOOH campaign fact

Proof of Play by Advison: at the request of IAB Ukraine and the DOOH committee, developed a solution for digital reporting to confirm the placement of advertising campaigns on DOOH inventory

The development of the DOOH market requires proactive steps, primarily in reporting (Proof of Play). The specialized committee of IAB Ukraine conducted a series of tests to confirm campaign fact using a third-party counter integrated into the Advision software, which could fundamentally change the approach to reporting in the industry, bringing it closer to digital practices. The guide contains key recommendations and solutions for implementing a third-party verifier in DOOH. Templates for operation and a thematic glossary have also been developed.

 

 

Roman Ivaniuk – Chief Technical Officer at Advision.digital DOOH CMS

 

 

“Proof of Play by Advision, a leading company that develops software for managing advertising on digital mediums, enabling advertisers to receive transparent statistics of their advertising campaign’s exposure in real-time mode.

 

An interface and functionality have been developed that allows representatives of advertisers to independently add the verifier counter code (tested with Gemius) to their digital advertising campaigns. This interface enables advertisers to select campaigns to which they want to add the counter and add the counter code simply by copying and pasting. This significantly simplifies the process of adding the counter and reduces the time required for it.

 

Additionally, as part of the project, a module was developed to automatically call the verifier counter during the playback of an advertising campaign in the Advision software player (Proof of Play). This module enables easy and automatic invocation of the verifier counter when playing an advertising campaign on an external digital medium. This ensures the reliability and accuracy of the exposure statistics for the advertising campaign.”

 

 

Vadim Husachenko – Head of the Information-Analytical Department at Octagon Outdoor company

 

 

“The technical part involves multi-level testing of the functioning of various types of counter codes (pixels) in current advertising campaigns across different DOOH operators.

 

It became clear as early as September 2022 that the test system for analyzing the exposure of advertising content on digital outdoor mediums operates with an acceptable margin of error for such measurements. However, the task was to prevent outdoor advertising operators from interfering with the counter codes (pixels). Much work was done on interface programming, and extensive testing was launched on active advertising campaigns. Thanks to coordinated efforts, server-side functionality for advertising agencies and advertisers was implemented. Thus, in April 2023, the ability for advertisers to integrate counter codes into their digital posters bypassing outdoor advertising operators became operational.

 

This opens up broad opportunities for advertisers to receive transparent exposure statistics directly from the screens in real-time mode. Moreover, if an advertising campaign uses multiple communication channels, advertisers have the capability to obtain statistics in one place (for instance, the Gemius workspace) across all channels.”

 

 

Oleksii Dotsenko – Strategic Development Director at Posterscope Ukraine | dentsu Ukraine

 

 

“Description of the experiment conducted by Posterscope Ukraine and Amplifi Ukraine. Objective: to find and test the functional parameters of a counter that would enable an independent measurer to control/verify the number of impressions on outdoor digital panels.

 

Input parameters: the test was conducted on 32 outdoor digital panels located in Kyiv, on actual commercial placement of Brand X, in the second half of August 2022. Two outdoor advertising operators with the Advision DOOH management system were involved in the test:
• Octagon Outdoor – 23 medium-sized digital panels (3.14×2.3)
• Luvers – 9 large-format digital panels (6×3)
• Gemius counter with the Impression script code in IMG format with XML creative type was used.

 

Testing advertising campaigns with a third-party verifier: Posterscope Ukraine and Amplifi Ukraine (part of the communications group dentsu Ukraine)

Preparatory work:
1. Dentsu generated necessary gDE counters and passed them to Advision.
2. Advision assembled an integration package (template) consisting of commercial creative (advertising video) and a counter, which was then passed to the operators.
3. Octagon Outdoor and Luvers integrated the packages into the player for each digital panel in the campaign.
4. Counter functionality was monitored in the personal online Gemius dashboard and compared with data obtained from the operators’ players.

Results:
1. The specified type of counter functioned.
2. The difference (error) between the counter readings and the data from the players was up to 5%, with a dispersion of readings in both negative and positive ranges.

Examples of differences between the counter readings and data from the players for specific digital panels:

 

Conclusion: The specified type of counter demonstrated sufficient functionality and accuracy for further use as an independent verifier of impression counts. Further experiments are needed for other digital panel management systems.”

 

 

Evgeniya Klimkevich  – OOH Buying Group Head at RAZOM group

 

 

“The test comparing the data from subcontractors (Octagon and Luvers) and Gemius was conducted from September 10 to 15 on 10 advertising platforms. The results showed that the difference between the data obtained from subcontractors and Gemius is less than 1%, indicating the potential use of Gemius counters as confirmation of the conducted advertising campaigns.

 

During the DOOH test using gDE (gemiusDirectEffect) monitoring scripts, we managed to test 2 types of codes for IMG and JS impressions out of the 3 available options (IMG, JS, Tag) in gDE. However, the use of JS-type scripts did not yield the desired results, so we transitioned to testing IMG-type codes. Upon concluding our test, we conclude that when using gemiusDirectEffect monitoring for collecting statistics on DOOH placements with Luvers and Octagon partners, it is advisable to use scripts specifically of the IMG type.”

 

 

Anastasiia Baydachenko – CEO of IAB Ukraine

 

 

“For most industry inquiries, we increasingly hear the response “not relevant” now, but the worst thing our industry can do is to freeze in uncertainty and stop moving. Therefore, the unfortunate decline in advertiser activity in DOOH due to the war, we will try to use for regulation and updating the approach to reporting and campaign verification, taking the best experience from digital but considering the specifics and needs of outdoor advertising. By the way, our industrial testing of a third-party verifier fully corresponds to the European industry development vector, as similar processes are already taking place in Poland.”

 

 

We express our gratitude to our partners MGID and Gemius UA for supporting the Proof of Play project.

 

Document link: IAB DOOH Giude Proof-of-Play

 

Share the news

Other news

  • case

    13 July 2024

    How to create content for a Digital screen

    #

    Learn more
  • case

    10 July 2024

    The role of advertising in modern business and its types

    #

    Learn more
  • case

    7 July 2024

    Real examples using Digital Signage equipment

    #

    Learn more
  • case

    4 July 2024

    Video analytics of visitors, what is it and why it’s needed

    #

    Learn more
  • case

    1 July 2024

    How Digital Signage technology enhances guest experience in the hotel industry

    #

    Learn more
  • case

    28 June 2024

    Advantages of LED panels and their applications

    #

    Learn more
  • case

    25 June 2024

    Audio design for business, why it’s needed and how it works in 2024

    #

    Learn more
  • case

    22 June 2024

    How small businesses can use Digital Signage on a limited budget in 2024

    #

    Learn more
  • case

    19 June 2024

    Automatic control of Digital Signage and why it is needed, implementation methods in 2024

    #

    Learn more
  • case

    16 June 2024

    Digital screens: how to develop a microbusiness with the help of it in 2024

    #

    Learn more
  • case

    13 June 2024

    How the combination of outdoor advertising and mobile devices provides access to the audience in 2024

    #

    Learn more
  • case

    10 June 2024

    How digital signage enhances passenger comfort in the transportation sector in 2024

    #

    Learn more
  • case

    7 June 2024

    Application of artificial intelligence in outdoor digital advertising in 2024

    #

    Learn more
  • case

    4 June 2024

    Transition of LED screens from passive to active communication in 2024

    #

    Learn more
  • case

    1 June 2024

    How to use software for indoor Digital Signage and various AV equipment formats in business in 2024

    #

    Learn more
  • case

    29 May 2024

    Why do businesses choose DOOH advertising in 2024 for their promotion?

    #

    Learn more
  • case

    26 May 2024

    Advertising platforms in the USA in 2024 became physical stores

    #

    Learn more
  • case

    23 May 2024

    DOOH advertising – 10 tips for creating creative DOOH advertising

    #

    Learn more
  • case

    20 May 2024

    6 examples of digital signage applications in the medical industry

    #

    Learn more
  • case

    17 May 2024

    Automating outdoor advertising – the possibilities of artificial intelligence in 2024

    #

    Learn more
  • case

    14 May 2024

    10 key trends for DOOH advertising in 2024

    #

    Learn more
  • case

    11 May 2024

    The evolution of digital screens in the advertising industry in 2024

    #

    Learn more
  • case

    8 May 2024

    How Digital Signage Software helps sell promotional products in 2024

    #

    Learn more
  • case

    5 May 2024

    Digital indoor advertising in European supermarkets in 2024

    #

    Learn more
  • case

    2 May 2024

    Top 6 global companies in the DOOH industry

    #

    Learn more
  • case

    29 April 2024

    As advertising displayed through digital signage is perceived by store customers in 2024

    #

    Learn more
  • case

    26 April 2024

    Digital signage presents your product better in 2024 than other technologies

    #

    Learn more
  • case

    23 April 2024

    DOOH + online advertising = pDOOH and its 4 main advantages

    #

    Learn more
  • case

    20 April 2024

    What digital signs can be placed in 2 ways: vertically and horizontally?

    #

    Learn more
  • case

    17 April 2024

    Digital signage for financial institutions in 2024

    #

    Learn more
  • case

    14 April 2024

    Forecast of the digital advertising market development for the next 6 years

    #

    Learn more
  • case

    11 April 2024

    Industrial indicators of the growth of the outdoor advertising market – DOOH in 2024 and 2025

    #

    Learn more
  • case

    8 April 2024

    Why is digital signage the best tool for advertising food products in 2024?

    #

    Learn more
  • case

    5 April 2024

    Digital signage for advertising services. The 5 most suitable placement locations

    #

    Learn more
  • case

    2 April 2024

    Effectiveness of outdoor digital advertising – 4 key questions from advertisers

    #

    Learn more
  • case

    30 March 2024

    How DOOH networks transform the cityscape in 2024

    #

    Learn more
  • case

    27 March 2024

    Digital Signage technologies in the subway for passengers

    #

    Learn more
  • case

    24 March 2024

    Television for digital menu in a cafe: 5 actions to create an affordable digital signage

    #

    Learn more
  • case

    21 March 2024

    Digital Indoor and Outdoor advertising – What’s the difference?

    #

    Learn more
  • case

    18 March 2024

    Digital signage in hardware stores: 4 obvious advantages

    #

    Learn more
  • case

    15 March 2024

    Advertising on LED screens becomes even more affordable due to the cheapening of technologies in 2024

    #

    Learn more
  • case

    12 March 2024

    Digital signage in toy stores – trends of 2024

    #

    Learn more
  • case

    9 March 2024

    Digital price tags on shelves with goods – 12 benefits

    #

    Learn more
  • case

    6 March 2024

    Digital technologies in pet stores: Trends of 2024

    #

    Learn more
  • case

    3 March 2024

    Digital indoor advertising stimulates purchases – 7 useful tips

    #

    Learn more
  • case

    29 February 2024

    DOOH – eco-advertising is supported by over 80% of companies

    #

    Learn more
  • case

    26 February 2024

    The role of digital signage in enhancing efficiency and comfort in airport waiting areas in 2024

    #

    Learn more
  • case

    23 February 2024

    How digital signage stimulates impulse purchases in clothing stores: 6 advantages

    #

    Learn more
  • case

    20 February 2024

    DOOH (Digital Out Of Home) as an effective advertising channel in 2024

    #

    Learn more
  • case

    17 February 2024

    Digital advertising screens in a household appliance store in 2024

    #

    Learn more
  • case

    14 February 2024

    Digital Signage and CMS for post offices: 6 factors for choosing

    #

    Learn more
  • case

    11 February 2024

    Big LED screens in shopping malls: modern trends of 2024

    #

    Learn more
  • case

    8 February 2024

    Creating a DOOH advertising business using LED screens and CMS in 2024

    #

    Learn more
  • case

    5 February 2024

    Digital signage for travel agencies: effective travel advertising in 2024

    #

    Learn more
  • case

    2 February 2024

    Digital displays for car advertising: innovative opportunities in 2024

    #

    Learn more
  • case

    29 January 2024

    Geotargeting in DOOH: effectiveness of precise ad targeting in 2024

    #

    Learn more
  • case

    26 January 2024

    LED software for screens at stadiums: modern technologies in sports event broadcasting and advertising in 2024

    #

    Learn more
  • case

    23 January 2024

    Digital signage software for advertising in elevators – 2 roles for earning

    #

    Learn more
  • case

    20 January 2024

    Digital Signage System: modern display technologies in sporting goods stores in 2024

    #

    Learn more
  • case

    17 January 2024

    Digital Signage Software: technological differences between indoor and outdoor LED screens in 2024

    #

    Learn more
  • case

    14 January 2024

    Digital Signage for a furniture store – a new level of business in 2024

    #

    Learn more
  • case

    11 January 2024

    Digital indoor advertising is closest to the shelf with goods in 2024

    #

    Learn more
  • case

    8 January 2024

    Digital screens in cosmetics and perfumery stores in 2024

    #

    Learn more
  • case

    5 January 2024

    Digital signage in railway infrastructure and stations in 2024

    #

    Learn more
  • case

    2 January 2024

    Digital Signage in fitness clubs: media technologies in the sports environment in 2024

    #

    Learn more
  • case

    29 December 2023

    Digital Signage technologies and software for cafes in 2024

    #

    Learn more
  • case

    26 December 2023

    Programmatic advertising in Digital Out Of Home as a complement to internet advertising in 2024

    #

    Learn more
  • case

    23 December 2023

    Digital signage screens for movie advertising in cinemas in 2024

    #

    Learn more
  • case

    20 December 2023

    Software for digital signage and LED screens in retail in 2024

    #

    Learn more
  • case

    17 December 2023

    What Digital Signage technologies to expect at ISE 2024 exhibition

    #

    Learn more
  • case

    14 December 2023

    Creating your own Digital Out Of Home (DOOH) advertising in 2024

    #

    Learn more
  • case

    11 December 2023

    Targeting in outdoor digital advertising: key aspects and advantages in 2024

    #

    Learn more
  • case

    8 December 2023

    Airport Digital Signage: innovations for passenger convenience in 2024

    #

    Learn more
  • case

    5 December 2023

    Digital signage in car showrooms: efficiency with Digital Signage in 2024

    #

    Learn more
  • case

    2 December 2023

    Digital screens in jewelry stores – showcasing beauty and elegance in 2024

    #

    Learn more
  • case

    29 November 2023

    Digital signs in shopping centers in 2024

    #

    Learn more
  • case

    26 November 2023

    Software for LED displays: top 5 unique projects

    #

    Learn more
  • case

    23 November 2023

    Enhancing fueling stations with Digital Signage: revolutionizing visual communication in 2024

    #

    Learn more
  • case

    20 November 2023

    DOOH advertising on large LED screens in 2024 attracts more attention

    #

    Learn more
  • case

    17 November 2023

    Proof of Play: Digital reporting and confirmation of DOOH campaign fact

    #

    Learn more
  • case

    14 November 2023

    Digital Signage management software in medical institutions in 2024

    #

    Learn more
  • case

    11 November 2023

    How to more effectively use digital screens in stores to increase sales in 2024

    #

    Learn more
  • case

    8 November 2023

    Digital signage in bank branches attracts customers – 2 cases

    #

    Learn more
  • case

    5 November 2023

    How to create digital menu boards for a restaurant using home TV in 2024.

    #

    Learn more
  • case

    2 November 2023

    Digital signage software cloud: How you can turn a television into a source of income №1 in your business

    #

    Learn more
  • case

    29 October 2023

    5 Ways to Increase Store Sales Using Digital Signage Software Cloud

    #

    Learn more
  • case

    26 October 2023

    In 2023 Samsung wowed new wall LED screen guests at a luxurious hotel in Dubai

    #

    Learn more
  • case

    23 October 2023

    Success guidelines for digital signage system in 2024

    #

    Learn more
  • case

    19 October 2023

    10 Digital Signage trends for 2023

    #

    Learn more
  • case

    15 October 2023

    Digital technologies in the world of restaurants in 2024

    #

    Learn more
  • case

    12 October 2023

    Digital Signage for advertising – choice №1

    #

    Learn more
  • case

    9 October 2023

    10 Tips for digital signage content

    #

    Learn more
  • case

    6 October 2023

    Transformation of advertising on Digital Signage

    #

    Learn more
  • case

    2 October 2023

    How to generate earning with Digital Signage in 2023

    #

    Learn more
  • case

    29 September 2023

    Digital Signage for the hotel industry: revolutionizing guest experience in 2023

    #

    Learn more
  • case

    25 September 2023

    Digital signage system is №1 in education

    #

    Learn more
  • case

    14 September 2023

    Digital signage for advertising – 5 possible locations for installing

    #

    Learn more
  • case

    10 September 2023

    Digital signage application vs print media in 2024

    #

    Learn more
  • case

    4 September 2023

    Managing screens – placement of advertising on digital screens

    #

    Learn more
  • case

    29 August 2023

    Digital menu boards: 4 important factors of definition and advantages

    #

    Learn more

Contact us now, and we will provide the best solution for your business!