Using its Portable People Meter technology, Columbia, Maryland-based Arbitron Inc.’s first, full audit of the proof-of-play component of Montreal-based BroadSign’s digital signage software has revealed an overall proof-of-play accuracy rate of 99.64%.
The results were obtained by processing over 210,000 commercial plays detected by PPM devices, which were placed for several weeks at locations operated by multiple BroadSign-powered digital signage networks in the U.S. and Canada.
For the purposes of the audit, Arbitron randomly selected a sample of screen locations with various configurations that included both ‘audio’ and ‘no audio’ programming and screen-level and player-level reporting.
“There has been a lot of progress lately in developing audience metrics for digital signage,” says Brian Dusho, CEO, BroadSign International. “However, screen audience numbers mean little to advertisers if you cannot prove first that their ads played as scheduled. By having Arbitron audit our proof-of-play reporting system, we are giving our client networks an added level of confidence in the accuracy of their campaign reports, which helps them justify ad rates and negotiate with advertisers.”
George Brady, vice-president, Out of Home Services, Arbitron Inc., says, “For this new medium, our Portable People Meter technology provides an auditable proof-of-play system that equips digital out-of-home networks with an independently verifiable means of ensuring that advertiser’s schedules are played as contracted.”
Arbitron’s survey marks the beginning of a series of annual audits to be conducted for BroadSign International. The PPM technology-based proof-of-play audit by Arbitron replaces manual monitoring of screens with advanced technology, making the task of verifying advertising compliance more affordable for digital signage networks.