OORO Editorial 2 min read Reviewed 12 November 2026
Define the outcome before launch
Choose a primary business outcome such as qualified enquiries, visits to a location, offer redemptions or awareness research. Record a baseline period and decide how long the campaign and evaluation window will run.
Where possible, create a trackable destination, unique QR code, campaign-specific URL or offer code. These can connect some interactions to a campaign, but they miss people who respond later or through another path and do not capture every exposed person.
Separate delivery from response
Delivery reporting may list scheduled spots, device-reported plays, screen identifiers or playback exceptions. Ask which event qualifies as a completed play, how duplicate records are handled and how offline device data is reconciled. A booked schedule is not the same as verified playback.
Response indicators can include QR scans, landing-page visits, calls or redemptions. They show recorded interactions, not every viewer or the campaign’s complete effect. Do not treat estimated audience opportunities as measured views unless a valid method supports that claim.
Evaluate incrementality with care
Compare results with an appropriate baseline or, when feasible, a comparable area or time period that did not receive the campaign. Note seasonality, promotions, price changes, weather and other marketing that could affect demand.
A before-and-after increase is correlation, not proof of cause. State the method, period, sample size and limitations in the final report. OORO’s methodology distinguishes device playback evidence from estimated passenger opportunities.
Common questions
Can Proof-of-Play tell me the campaign’s ROI?
No. Proof-of-Play can support delivery verification. ROI requires business cost and outcome data plus an attribution or evaluation method.
Are QR scans a complete measure of campaign reach?
No. Scans record a particular interaction. They omit people who do not scan and do not prove which other people noticed the screen.