What exactly are companies looking for in POP?

Drake’s 2015 billboard displaying a cryptic message– located aside the Gardiner Expressway in Toronto.

Drake’s 2015 billboard displaying a cryptic message– located aside the Gardiner Expressway in Toronto.

Creating the most cohesive package for your clients

By Casey Binkley

Every company wants to be able to say they got the most bang for their buck when it comes to investing in advertising. Proof of Placement (POP) is one way companies can look at tangible evidence that shows them they have gotten what they have paid for. This can come in different forms, such as daily delivery logs, in-depth impression analytic reports, GPS and satellite tracking, photography and video footage, and more. We live in a time where translating data into proven results is not only encouraged, but imperative for any company.

So, what exactly are companies looking for when it comes to POP? What’s effective? What drives the most success? And, what stands out?

Many advertising agencies require POP reports with photos as part of their contract be provided before payment. In the out-of-home (OOH) field, presenting the best possible image of the agency’s OOH inventory is crucial as it also represents the image of the company itself. When an advertiser chooses to advertise using the OOH medium, the agency that has been chosen takes photos of the campaign and presents them as a POP report. The images of the campaigns are meant to be high-quality photos, which can also be used to promote the advertising agency, by being used on their website (case studies), social media, content marketing, and email marketing.

Importance of beauty shots

Having high-quality photographs can have a major impact on how a business is perceived in terms of value and trustworthiness. Visual content is of high importance in the marketing and advertising world today and, is therefore, thoroughly judged. In fact, people remember only 20 per cent of what they read, but 80 per cent of what they see. This is because the human brain processes visual cues better than written language. It is also why business owners often use the power of photography when promoting products and services on their website. It helps to accurately present the quality in order to generate sales.

In the case of OOH, there are certain guidelines, that if followed, can qualify an image as a ‘beauty shot.’ When photographing an OOH campaign, whether it is a static or moving billboard, it is important to capture the billboard in the way that it is intended to be seen live, front and centre in the frame. The content of the ad must appear legible in the image so viewers can understand the message of the ad as well. For this to happen, the position of the camera should ideally be at the same level as the eyes of the audience. In this way, the photos are taken from the vantage point where the intended impression is counted, giving buyers a true depiction of what the audience’s point of view looks like.

On a similar note, ‘beauty shots’ are meant to showcase the advertisement at its best, but you also have to make sure clients are not deceived or misled. This is why staying true to the original image is important. The environment that surrounds the billboard is what makes the image authentic—something that is highly valued by any business. The location plays a major role in adding those extra features to an image. Keeping a distance provides unique identifying characteristics in the frame that allow viewers to identify the area.

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