Service 15 / Operations
Campaign Reporting
Proof of display, playback records and a campaign summary, so you can see what ran, where and when, rather than taking it on trust.
Outdoor advertising should not be a matter of faith
The oldest complaint about billboards is that you pay and hope. You cannot see the board yourself every day, you have no way of knowing whether the digital creative actually played, and the only evidence you get is an invoice.
That is a reasonable complaint and it is fixable. Static sites can be photographed in place. Digital sites produce playback records. Both can be reported per site, per period, so a campaign leaves an evidence trail.
Reporting does not turn outdoor into a click-tracked channel, and anyone claiming otherwise is overselling. What it does is confirm delivery, which is the part you are paying for, and give you a baseline for the measurement work in our ROI framework.
What reporting provides
Evidence of delivery, not an attribution model.
Proof of display
Photographs of the live board in place, dated, taken at installation and through the campaign.
Playback records
For digital sites, a record of what played and when across the booking period.
Per-site breakdown
Multi-site campaigns reported site by site rather than as a single total, so you can see which locations delivered.
Fault and downtime notes
Any interruption recorded and explained. Silence about problems is not a report.
Campaign summary
What ran, where, for how long, and what changed mid-flight, in one document at the end.
Baseline support
What to record before launch so results can be interpreted, set up during campaign planning.
How reporting works
Agree what you need
Some clients want proof of display only, others need full playback records for their own reporting lines.
Capture at install
The board is photographed on completion, which doubles as the installation sign-off.
Monitor through the run
Playback checked on digital and condition checked on static, with faults logged as they occur.
Mid-campaign check-in
On longer bookings, an interim report so problems surface during the campaign rather than after it.
Final summary
A closing report covering delivery, changes and any downtime, ready to sit alongside your own sales data.
What can and cannot be reported
| Metric | Available | Note |
|---|---|---|
| Proof of display | Yes | Dated photographs from site |
| Playback log | Yes, digital only | What played and when |
| Downtime | Yes | Logged and explained |
| Traffic passing the site | Indicative | From counts, not live measurement |
| Individual viewers reached | No | No outdoor medium can honestly claim this |
| Direct attribution to sales | No | Use the ROI framework and a baseline instead |
Frequently asked
Can you tell me how many people saw my board?
Not precisely, and nobody honestly can. We can give indicative opportunity-to-see based on traffic counts, and we will always say which numbers are measured and which are estimated.
Do I get photos of my static board?
Yes. Proof of display is standard, taken at installation and through the campaign.
Can I get reporting for my own client?
Yes. Agencies commonly need per-site records to report onward, and we supply them in a form you can pass on.
How soon can I judge the results?
Give it three months. Outdoor works through accumulated exposure, and judging at three weeks measures novelty rather than effect.
Works well with
See what you paid for
Ask what reporting is available for the sites you are considering and we will tell you exactly what we can evidence.