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April 16, 2007
Proof of Play on Digital Signage – An Evolving Standard
Posted by Rob Gorrie under Advertising, Digital Signage, metrics[2] Comments
April 17, 2007 at 11:20 am
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.
April 17, 2007 at 1:12 pm
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