Measuring DOOH Honestly: Proof of Play, Uptime and What Impressions Really Mean
Digital out-of-home reporting mixes what is measured with what is estimated. Knowing the difference is what makes a report credible.
Every out-of-home report holds two kinds of number. Some are recorded by the device. Others are estimated. Both are fine to use. Presenting an estimate as a fact is not.
What is actually measured
Three things can be checked directly. First, proof of play: which creative ran on which screen and when. Second, uptime: whether the device was online and reporting. Third, share of loop: your spots divided by all spots in the rotation. Ask for these three and you know the campaign ran as sold.
What is estimated
Impression counts are estimated everywhere in out-of-home. For in-cab, the estimate combines verified plays with trip and occupancy data. It is a useful planning figure, not a headcount. Any network should be able to say plainly which numbers are recorded and which are modelled.
A trustworthy impression figure comes with its assumptions stated. If a network cannot explain how it got there, treat the number as marketing.
Connecting to business outcomes
Because the medium is not addressed to individuals, results are read by comparison. Run in some areas and hold back in others, then compare sales, footfall or branded search. QR and short links give a useful trend line, though they always under-report.
A reporting standard worth demanding
- Daily plays by creative and by screen.
- Uptime percentage with the definition written down.
- Delivered share of loop against what was contracted.
- Any impression figure clearly labelled as an estimate.
- A make-good policy agreed before the campaign starts.
This is the standard we hold ourselves to, and the one the category needs to earn a bigger share of accountable budgets.
Put your brand inside the ride
Share your objective and target corridors — we will come back with an inventory map, loop share and a measurement plan for your campaign.
