The country is reconsidering the value and potential benefits of different forms of products derived from Marijuana or Cannabis. Since this is a state issue and not necessarily a federal issue, lets focus on the states, and which states have laws in favor or against the differing degrees of legality for cannabis. To be clear we are not taking any sides in this debate, but simply highlighting the potential for growth of the industry and how the different states will need to determine how cannabis companies will be allowed to promote and advertise their products and services.
They breakdown to the following categories this way. Legalized, Medical & Decriminalized, Medical, Decriminalized, CBD only, and Fully Legal.
The industry seems to be taking several cues from the Beer/Liquor & Wine industry and how it has negotiated and determined what rules and restrictions each media channel will follow. The long standing “Alcohol Industry” standard for advertising was that 70% or more of an ad medium’s viewership had to be 21 or older. That was recently revised to the new standard that 71.6% of the audience must be 21 or older. Additionally, alcohol advertising’s creative messages should not be designed to target or appeal to people under the age of 21. Using cartoon characters etc. is discouraged. The advertising cannot promote brands based on alcohol content or its effects. Lastly, the ads must not encourage irresponsible drinking.
As an example of how states are applying a similar line of thinking with regards to its regulation of cannabis advertising, Colorado law states that cannabis companies cannot advertise on television or radio without “reliable evidence that no more than 28.4% of the publication’s viewership is reasonably expected to be under the age of 21.” This rule is also applied to print and digital media. Of course, some digital properties can add “age gating” to help enforce this.
Cannabis advertising has various levels of censoring by social media platforms like Instagram, Snapchat and TikTok.
One example to consider is the city of Denver. The city at first, was not allowing billboards, except for company store signs. Any advertising visible from the streets, sidewalks, parks, or other public places within the city limits was prohibited. Thanks to changes to a 2019 bill overhauling the marijuana industry regulations, restrictions were eased. Those same businesses may now utilize outdoor advertising if it is placed at least 500 feet away from schools, playgrounds and churches. This is similar to the restrictions billboards must comply with regarding Alcohol.
In the lead up to these easing of restriction, several dispensaries skirted the laws by sponsoring sections of the “Adopt-a-highway-Program.” This secured the companies name on signs along highways as partners with the state DOT, which maintained regular clean ups of 2 mile stretches of the highway in CO. More than 48% of the programs 248 miles of highways in 2018 were sponsored by marijuana companies.
One of the key concerns, most often cited as reasons for restricting advertising methods, are based upon a myriad of studies about how cannabis products can alter the developing mind of younger people, who have not reached adulthood yet. Despite society’s declining concern over the risks associated with cannabis use, neuropsychiatric conditions, automobile crashes and substance use disorders are often sited in studies as negative outcomes more associated with teens than with adults. In 2019, the Surgeon General’s report warned, “Cannabinoid receptors are crucial for brain development, which is why cannabis use during adolescence carries special risks.”.
A recent study was published in the “Journal of Studies on Alcohol and Drugs” led by Dr. Pamela J. Trangenstein, Associate Professor of Health Behavior at the UNC-Chapel Hill Gilling’s School of Global Public Health. The research of 172 teens, ages 15 to 19, who lived in states with legal recreational marijuana and who used the drug at least once, reported that compared with those that never saw a billboard or storefront ad, those that said they saw them “Most of the time” or “Always” had seven times the odds of frequent cannabis use and nearly six times the odds of having Cannabis use disorder. Ironically, Teens who occasionally saw some form of cannabis ad on Instagram were 85% less likely to use marijuana frequently compared to those that never saw such promotions.
So is a takeaway from an advertising perspective, that outdoor advertising is more effective at promotion of certain products, than other forms of advertising like social media? Or is it that that some limited and defined parameters modeled after the Alcohol industry, like the distance from schools, playgrounds and churches should be strictly adhered too?
Who is ultimately responsible for cannabis advertising? The “Advertiser” or the “Vendor” that owns the platform. It seems to be a mix of responsibilities based upon the type of media. With OOH, the largest player Lamar, has published a slightly more restrictive policy directive than the state, at least in Colorado. Lamar’s rules for Cannabis ads include the Minimum of 85% of the targeted audience must be 21 or older, vs the state rule of 71.6%.
It’s other guidelines mirror much of the Alcohol and Cannabis laws currently in place.
- Copy must not appeal to minors
- Slag words like “Weed” or “Pot” cannot be used
- No images of the plant or leaf
- No mention or image of ingestible products or paraphernalia
- No false Health Claims
- No images of any product that is ingestible or edible
- All copy must first be approved by Lamar and is subject to state and local authorities.
- Disclaimers may be required in select markets
It should be recommended that the Cannabis industry continue to take their lead from the alcohol beverage industry. They should pool their resources of the different advocacy groups, to focus efforts now to study, establish, and publish guidelines of “best practices” for the nation, as it relates to advertising of Cannabis products. Codify the restrictions intended to keep the products out of the purview of children. Distinctions should be drawn that better define the right-minded promotion of legal Cannabis products. Early adoption and codification of the standards pre-emptively should head off government intervention and potential heavy handed crushing regulations that can often follow.Reading Time: 2 minutes
If I had a nickel every time, I have heard that…
Let me explain. After every buy placed here at A3 Media, our traffic and reconciliation department sends out a brief (one sheeter) “Procedure Letter” to each vendor. This procedure letter details the items we will need from the vendor to help us review and then ultimately approve invoices for payment in a timely manner. Receiving this information is important for us, but it’s also important to the vendor as they all want to get paid.
The most important item on this procedure letter is where and how invoices are to be submitted. In addition, each advertising medium has unique requirements specific to the medium. For example: for out of home, we require proof of posting, for TV/Cable we require programming information, radio we need to see dayparts, etc. We remind the vendor, if there is Added Value on our campaign and it does not run, we will take credits. The point here is that all these requirements are listed and then sent to our vendors for signature prior to the start of all our campaigns. I will also add that our team schedule’s introduction calls with all our new vendors to introduce ourselves and go over these details that are listed on this “Procedure Letter.”
It’s now 6 weeks after this correspondence and the start of the campaign (solely with new vendors) when things can go a little sideways. At this point we have received our first invoice and now our team is looking for the information we had requested in our “Procedure Letter” to reconcile the invoice. We need to make sure that what was contracted, was in fact delivered. We need that information to approve invoices for payment as well as serve as supporting documentation to our clients that what they paid for was received. This might sound weird, but we prefer to pay promptly and not necessarily sit on invoices until the last minute. If we have the information that we need to approve payment, then it gets moved to final processing.
Often after we reach out to these new vendors, we get a response of “What Procedure Letter.” This usually sets off a few emails back and forth of some funny responses like “I didn’t sign any Procedure Letter” or my personal favorite is “O yeah, I remember that, but I didn’t read it.” It’s the ones that don’t read the letter, sign it, and send back that we have growing pains with. This letter is to help them as much as it’s helps us and our client. We have had several cases when a vendor would sign the procedure letter and agree to the terms just to get the buy.
We here at A3 Media have had the privilege of collaborating with some incredible people and vendors through the years. We are always adjusting our procedures to ensure that there are no surprises for both parties. We value our partnerships and want to work together to ensure smooth sailing ahead.Reading Time: 2 minutes
Would you be mine, could you be mine, won’t you be …my neighbor? For those reading this under the age of 40, that was a verse in the opening scene of Mr. Rogers Neighborhood. Google it and watch the (:60) video after you read this blog about Partnerships.
A partnership is an arrangement where parties agree to cooperate to advance their mutual interests. The partners in a partnership may be individuals, businesses, interest-based organizations, schools, governments, etc.
As an adult you are reading this and reflecting on partnerships you have with friends, spouses, co-workers, clients, associates, club members, etc.….
The beautiful thing about partnerships is we all began to learn about them when we were born. The first partnerships we had was with our mom / caregivers and ourselves. The relationship was created so we can both excel and have the satisfaction of being together. It then evolved into crawling on the floor with play dates or siblings and learning to share and partner so both parties can benefit from the relationship.
Let’s fast forward to those of us reading this today. You are reading this on a blog in a social media channel that you are a member of to form partnerships.
There are some key components that are essential for a good partnership. First there should be an understanding how each party can benefit from being partners, so they have the chance to make 1 + 1 = 3.
Key components to partnerships are CCA – cooperation, collaboration, and alliance. In a partnership you are working together because two sides have something different to give with the goal that they will build something better than they could have done alone. 1+1=3 (Not 2). (If you are an in-house agency, you are just 1)
Why am I writing about Partnerships? I am a new employee of A3 Media. I am here for one reason; A3 Media was my client for 20 years while I was at Comcast. Over those 20 years, even though I was a seller, and they were a buyer, there was one goal, do what’s right for the client and we together as partners will grow the business for Comcast (1) + Agency (1) = Client (that’s 3).
Being a good partner is like being a good neighbor. Be kind, be respectful, be courteous, cooperate, collaborate, and align for a common cause.
Reach out to us we would love the chance to be your Neighbor and Partner.
Director of Retail Relationships
Changing software that your company has been using for years can be exhausting and intimidating, but change is inevitable in business, unless you want to be out of business. It can take weeks or even months to make the change and for everyone to learn and understand how to use it. The time investment can be staggering for the employer. I am saying this, and I’m the employee!
As the employee, should I not consider the cost of what it takes to do my job if something comes along that is equal to or better than something we currently have in place? Being open to change requires a certain mindset that I don’t often see.
We had a software system that works, already in place and it was adequate at best. It doesn’t do everything we would like it to do, and it comes with many headaches. We have learned to work around its shortcomings in our office and at times spend hours on the phone with tech support only to find out that the system can’t perform the way we want it to do.
In all honesty, the way we do things here in our office is not the norm. We spend more time on every aspect of our buys from the actual research prior to our campaigns to the maintenance during the campaigns. And don’t get me started on reconciliation of our clients’ buys and money. The details of these aspects we take benefits our clients. I haven’t seen a software program yet that has been able to check all of our boxes and not break the bank.
My employer recently asked me to do some research on a software program that is has become more popular in our industry over the last couple of years, that could possibly replace our existing system. One of the most important things we needed to keep in mind was our clients and we first had to ask ourselves, will our clients benefit from this change, or will this change make delivering information back to our clients become an issue?
After we had determined that the system could deliver what we needed for our clients it then became a process for each one of us to test this new system to make sure it would work for our individual duties. Most of us use the software slightly differently. It was during the information gathering and research on this new software that I saw anxiety, among its users. Change is hard especially when it’s something you have been doing for decades.
I was fortunate enough to have owned my own business prior to coming here to A3 Media. It was during this time that I was forced to look at things differently being the employer. As an employee you typically are not thinking of what it takes to keep a business running and the day-to-day operational expense and hassle. It’s important that the employees keep an open mind especially when it comes to vetting new companies and the employer to understand the tools their staff needs to effectively do their jobs. There are always two sides, and it really does have to work for both parties for success.
The amount of research on this new system and time spent was truly staggering. As I mentioned earlier there is a large investment associated with this entire process and this time from the employees is paid for by their employer. This investment should be treated with the same care we as employees would give to researching a college for our children.
For things to work, doesn’t mean it has to work equally as well for everyone, but it needs to work for everyone. Just because an employee doesn’t want to make the shift, if their employer is willing to invest the money into the new software and training necessary, employees need to embrace the changes. While everyone should have their input in the end a business can’t win staffed by a group of naysayers.
Business can’t afford to stay in one place and be complacent. Everyone can benefit when there is a fair and open-minded assessment. Sometimes you need to be willing to move out of your comfort zone with an open mind and no preconceived notions.
Because business cannot grow stagnant and still compete and at the end of the day, business employs us all!Reading Time: 3 minutes
Why do Pilot’s execute a pre-flight take off checklist before every flight when they’ve completed hundreds or thousands of take offs previously? Because checklists are important tools that assist the flight crew in the safe and proper operation of the aircraft. Items can be missed because of distraction or being in a rush. Using the checklist every time helps them eliminate both types of mistakes and may even save lives. In short, the pilot’s checklist ensures that everything is in order for a smooth and safe flight.
How can we apply a pilot’s pre-flight checklist to our pre-flight duties on an advertising campaign?
Simple! At A3 we use a checklist for each vendor before each campaign. The checklist is a tool that helps us organize and prioritize our tasks. Like a pilot’s checklist, our checklist has been designed to reduce errors and ensure consistency and completeness of tasks required before the flight even starts. Our checklist doesn’t save lives like a pilot’s might, but it sure makes sure a campaign runs smoother!
In an ideal world, once the contract is signed, we would have plenty of time to complete our pre-flight duties before the flight starts, unfortunately, things aren’t always ideal. There are rush contracts, last minute changes and workload tsunamis that cause errors and impede the completion of our tasks. That’s the best time to use the checklist!
It’s important to use the checklist to ensure that all tasks are completed in order, expectations are set, and communication is in place before the flight starts. The checklist is a great tool for teamwork as well. At any given moment, it helps team members know what steps have been completed and what still needs to be done. This can be a life saver in the event someone has to unexpectedly “step in”.
Our checklist includes simple steps to ensure that everything is in place before the flight. We include the following number of steps, some are obvious, some more obscure, but all the steps collectively are necessary to avoid any in flight turbulence.
Our steps include simply checking the accuracy of the buy and contract, making sure all the Ts are crossed and Is are dotted and that the information on the contract is accurately entered into our buying and accounting software. This is the time to pay particular attention to any special instructions on the buy.
We also make sure that we touch base with each and every AE before the buy – yes, every time even if we’ve worked with them dozens of times before. The purpose is to introduce any new members of the team, set expectations and discuss reporting, proof of performance requirements, and invoicing timing and payment processes. Now is the time to get dashboard access, if available.
Next, we proceed to draft, send, and confirm receipt of all traffic instructions and creative. Then, we request and review the IO to make sure it matches all the specs on the buy. Finally, we reach out on the first day of the campaign to make sure that everything is started and running. We do not want to be surprised by any late starts!
Completion of all these steps will ensure that the campaign starts correctly and that expectations are clearly set reducing miscommunication issues. It will decrease turbulence and surprises and increase the communication between the agency and vendor. Generally, completing all these steps will make managing the campaign in flight much easier. A little pre-work upfront will save you loads of time later and ensure a successful start to the campaign!
There is a new technology that has been in the works for many years and has recently been heavily invested in. This technology is known as blockchain and could potentially revolutionize the marketing and advertising industry. Google apparently thinks the same and as of 1Q2021, invested $120Million bucks into developing it further.
“Theta Labs, a venture-backed blockchain company, has struck up a new partnership with Google Cloud, the rapidly-growing Alphabet subsidiary. Google Cloud will offer a new service allowing users to deploy and run nodes of Theta’s blockchain network. Perhaps more importantly, Google Cloud itself will operate a validator for Theta’s network — servicing all of Europe. It’s a baby step for Google but make no mistake about it: the company is now engaging in blockchain. “This is one of our first validators, but we have many crypto customers,” says Allen Day, Developer Advocate for Google. “We had already made Bitcoin, Ethereum and six other cryptocurrencies’ data available through our public dataset program. This is the next step.”
This is all possible skirting off the tails of the creation and solid history of establishing the iCloud as a foundation. The iCloud has proven itself to be the most secure network globally at this time.
“Security is our number one priority,” says Lewis Tuff, Blockchain’s Head of Platform Engineering. “Google Cloud goes above and beyond to protect data, infrastructure, and services from external threats, while internally, the permission model integrated with Google Workspace gives granular control over access rights.”
Blockchain and the use of cryptocurrency in the ideal world, would be devoid and remove all digital ad fraud. Bots, ad layering, etc. would essentially never happen in the perfect blockchain advertising utopia. The kicker with using blockchain, besides getting the world to jump on their wagon to ride along, is standardizing a solid bitcoin or currency that doesn’t ebb and flow like a stock.
As of August 3, 2021, Google has already started transitioning their advertising business model using this method. Google is requiring ads placed on their platform to have both blockchain contracts agreed too (called Smart Contracts), as well as using cryptocurrency for payment. The United States is the ‘beta’ test with plans to go global as quickly as possible.
“Certification requires advertisers to be FinCEN registered in the Money Services Business and with at least one state as a money transmitter, or a federal or state-chartered bank entity.
The advertiser also must comply with relevant legal requirements — including any local legal requirements, whether at a state or federal level — and ensure that ads and landing pages comply with all Google Ads policies. The new policy applies to crypto wallets based in the U.S. only, but the ads will serve up globally.”
The secondary advantage to utilizing this technology is enacting the privacy laws the U.S. has been floundering over enacting. The google blockchain advertiser contract will forbid any personal data without consent to be used.
How would this look for an Over-the-Top advertiser?
“Content companies like Netflix NFLX -0.3% or Alphabet’s YouTube essentially keep the content in centralized data centers, dishing video out when a customer asks for it. For every customer request, there’s a big download.
Theta, however, has come up with a decentralized system that would move the content in small chunks around the extreme edges of the network. Their genius is the recognition that we’re all watching the same stuff.
If you decided to watch “Narcos” at noon and then a neighbor decides to watch the same thing fifteen minutes later and yet another wants to watch it in an hour, chunks of the content would jump from your TV to your neighbors to the next — even though you were the only one downloading Narcos from the central Netflix server. One server ping, many viewers.”
If you want to see a current list of where other countries stand with using blockchain technology click here.Reading Time: 3 minutes
Growing up in a top sports market like Philadelphia has had its ups and downs in terms of winning teams. But if nothing else, it’s always an exciting place if you love sports. Eagles, Sixers, Phillies, Flyers have provided year-round conversation, drama, and debate amongst me and my friends. One thing that goes along with those conversations is sports betting. What lines we like, what games to bet, which teams we think are a lock. As early as middle school my friends and I have been betting on sports. Fast forward to 2021 and now we can pick up our cell phones, download a sports betting app, deposit money from our bank account and away we go. And the best part, it’s all legal.
Working for A3 Media, I think about the following question and how it relates to our industry. What impact will the sports betting industry have on media and advertising opportunities?
First some background. In 2018 the Supreme Court overturned a federal ban on sports betting, striking down the Professional and Amateur Sports Protection Act (PASPA) which took away the federal government’s power to regulate sports betting. Sports betting is now legal in 22+ states, with more currently working on legislation. Since the PASPA ban was lifted, over $45 billion has been legally wagered in the U.S., according to Legal Sports Report. However, it is important to understand that there are no national advertising standards or federal agencies in charge of monitoring marketing activities. Rules and guidelines are ever changing. All sports betting practices, including marketing and advertising, are regulated by the individual gaming commissions in each state.
An Increase in Advertising Opportunities
One indicator that there will be growth in sports betting advertising and sponsorships are the number of recent mega media deals. More and more broadcast and cable networks are partnering up with sportsbooks. For example, Fox Sports invested in their own Fox Bet branded app, then there is CBS inking a deal with William Hill to make them their official sportsbook sponsor and both DraftKings and FanDuel are working on plans with Turner Sports.
The interesting thing about these deals will be how they will create a shift in content when it comes to TV, sports radio, social media, mobile apps, and even in-game commentary. Look for television commercials that promote betting apps and offer a bonus or a cash incentive to download their app. I expect an increase in network broadcasters and personalities discussing the betting lines, over/under plays, and even their picks before, during, and after the games. I read a recent article that satellite TV provider Dish Network has partnered with DraftKings to incorporate content into live sports games. Users can then use their DraftKings app to initiate bets, and then view live games that correspond with those bets on their TVs. US sports betting revenue is expected to increase from $2.1 billion in 2021 to $10.1 billion by 2028.
As advertising dollars and revenue increase, expect to see a greater number of things like podcasts and influencer marketing related to sports betting. There will be even more sponsorships from players across the different sports leagues promoting betting apps and websites. I also expect to see some stand-alone sports betting parlors open where patrons can view all the lines, place bets, and watch their games. Look for social media to play a greater role specifically with Twitter. As a real-time platform Twitter can help provide insight, commentary, and video all related to sports matchups.
In conclusion, some may continue to view sports betting as a vice industry that lacks morals and pushes non-suitable content. However, the numbers don’t lie. It’s been shown that there is a rabid following for this industry especially with online and mobile betting. As each generation becomes even more tech savvy than the next, and things like bragging rights and social relevance become more important, sports betting will be commonplace.
In the next 10-15 years the outlook looks strong for advertising and media opportunities related to sports betting. This will lead to increased fan engagement and will ultimately increase overall viewership, making sporting events that much more exciting.
One thing is for sure, sports betting revenue and advertising opportunities are the odds-on favorite to increase for years to come. That’s a stone-cold lock.
Social Media Specialist
TV upfronts are a big deal and are worth millions in negotiations to network media buyers and TV networks. Every summer there is an upfront in which large inventory pools are sold by station networks to advertising agencies in order to ‘get the best deal’ for national clients. Traditionally the TV stations sell about 70% of their national TV inventory in the upfront selling period which starts in June, with cable TV networks making upfront deals for around 50% to 60% of their inventory. This year OTT provider Roku came to the table, and they came with industry changing standards:
“Unlike TV networks, Roku says it is much more flexible when it comes to marketers adjusting their media buys. Roku offers a two-day cancellation option. For traditional TV, marketers typically can cancel only 25% of their buys in the first quarter and 50% in each of the second and third quarters — and must do so with a 60-day advance notice.”
Roku as a Disruptor
Linear TV is already under immense pressure to compete with digital, impression-based buys. The digital space is advantageous for TV marketers because of all the analytics and data that can track spots down to the household and viewers within those households. Linear TV and cable providers have taken a big hit in ratings because of the rise of OTT viewership (that has trackability) during the COVID pandemic. As audiences fragment further linear TV and Nielsen data sources are trying their best to figure out a way to measure their audience viewership more accurately. Not only is Roku disrupting the Linear space but now the upfront negotiations.
What Makes Roku Such a Big Player in the Space?
“Roku touts OneView, its ad buying platform, as the first platform to feature Nielsen-measured reach and frequency reporting across all four screens: linear TV, TV streaming, desktop and mobile.”
“One of the immutable laws of television holds that people between the ages of 18 and 49 are the most desirable viewers to reach. This year, the networks want to loosen that definition.”
Millennials were the first generation to really break up with linear TV, and the Gen Zoomers are following that trend. It’s evident the death of linear tv sales is happening in real time.
As Audiences Fragment so does the Advertising Inventory
“NBCUniversal has made no secret of the fact that it believes streaming video represents the new primetime. Ad buyers say the company is in some instances seeking eye-popping increases of around 50% in CPMs – the cost to reach 1,000 viewers, a unit that is central to the annual upfront negotiations – for ad on Peacock. The CPM rates for HBOMax are said to possibly be even higher.”
Gone are the days where upfronts where between the 4-6 top station networks. These negotiations will continue to see more and more big players in the OTT space participate. There may even come a day where prime linear TV inventory is offered as ‘added value’ to an OTT campaign.
Clients, whether national, regional, or local, need to look to their agencies to place their messages inside OTT and CTV now, if they want to capture a lion share of the younger generations. If your agency isn’t well versed in both forms of media, then it’s time for you to look for another agency.
Part III: Proof of Performance (POP)
Media planners and buyers spend hours, days, weeks and sometimes months, crafting and planning the perfect buy to maximize impressions within a client’s given budget. It is important to monitor the buy to ensure the plan matches the reality and you get what you paid for. Some advertising mediums are easier than others to monitor and measure effectiveness.
Generally, Out of Home (OOH) advertising is the most difficult form of advertising to measure effectiveness. It is hard to determine the actual impact of the billboard or how many people saw it. For these reasons, it is extremely important that media buyers require proof of performance for all out of home advertising purchases. At A3 Media, we believe a well-thought-out buy deserves effective post-buy monitoring to ensure the buy runs as designed, that is why we require and review proof of performance reports for all out of home advertising.
Proof of Performance, also known as POPs, is a certificate sent to advertisers by the outdoor vendor that contracted services were rendered. POPs reports, usually include the vendor and advertiser name, installation date, flight dates, photos of the actual ad on the specified board, and in the case of digital spots, number of times played. POP reports are usually required from large and national advertisers/agencies, but because of the important role they play, they should not be overlooked by regional media companies and advertisers.
Requiring proof of performance is one way to ensure that the advertising plan matches the reality of the delivery. As soon as the contracts are signed, our traffic team confirms creative and flight dates with the out of home company. Then, once the posting period begins, photo proof of installation is required. These photos serve several purposes.
- One, they confirm that the billboard or other out of home advertising was installed on time. This may be extremely important if your campaign is of a time sensitive nature. If installation was delayed beyond acceptable or contracted terms, then request the posting period be extended to compensate for the delay.
- Two, the photos will show actual visibility. Many out of home companies will provide the billboard’s ‘glamour’ shots during the contract process. These glamour shots are designed to show the billboard in the best possible way. Some of these glamour shots might be outdated. The POPs photos will bring to light visibility issues including obstructions like taller trees, or poor lighting.
- Three, the POP photos will confirm the correct creative spot is posted in the correct location. Often, out of home advertising campaigns include multiple creative pieces which are specifically geographically placed for greatest impact. Despite previous confirmations, installation mistakes can happen. It is important to confirm that the out of home advertising is installed where it was planned.
There is an added element to Proof of Performance required when digital advertising is part of your advertising plan. At the end of posting period, the OOH vendor needs to provide a digital play report for agency or advertiser review. The digital play report should summarize the number of times your ad(s) was shown on the billboard (or other structure). If you have multiple creative spots running, the digital play report should include the number of ads shown for each creative spot so traffic rotation can be verified.
Whether you use a service or verify internally, it is important to monitor and require Proof of Performance and Proof of Play Digital reports for every out-of-home advertising campaign to ensure that the media plan is delivered correctly. Do not hesitate to ask for POPs from your vendor, Proof of Performance should be stipulated in the contract and verified prior to invoice payment.
Effectively monitoring Proof of Performance is one way to ensure that the planned buy is executed as designed. Without regular observation adjusting the buy is impossible and the monetary investment as well as the time planning and strategizing for a successful campaign is wasted.
Click on the following links to read part one and two of this three-part blog series:
Part I: Impression Pacing