What is proof of play
Proof of play, often shortened to PoP, is the automatic record of every piece of content aired by a digital signage system. For each play the software logs screen, store or site, date, time and duration. Those lines together become the report the client receives at the end of the campaign.
Why it matters
In DOOH and retail media the screen is an advertising medium: whoever sells the space must be able to prove what was sold. Without proof of play there is only the media owner's word. With proof of play what the brand buys is exactly what airs, and every play is proven by the platform logs.
What a report contains
- Every play, with site or store, screen, date and time.
- Spot length and format, video or audio.
- Total plays per campaign, period and site.
- For impression-based campaigns, the audience reached.
A sample line: 10:18, store 088 in Bologna, in-store radio, 10-second audio spot, aired. The same log applies to department screens, LED walls and large screens.
Proof of play and monitoring
Proof of play tells you what aired. Monitoring tells you whether the screen was on and working. You need both: FluidNEXT monitors sites 24/7 with automatic tickets, so if a screen has a problem you know before the advertiser does.
From proof of play to results
In retail media the next step is matching plays with sales. FluidNEXT Media measures proof of play, reports and impact on sales, so the network's value grows campaign after campaign.
Frequently asked questions
What does proof of play mean?
It is the certified record of every piece of content aired on a screen or over audio, with place, date, time and duration.
Does proof of play apply to in-store radio?
Yes. In FluidNEXT every audio spot is logged like video spots, in the same report.
Who asks for it?
Brands, media agencies and programmatic platforms: it is the standard way to verify that a screen campaign was delivered.