What is Proof of Posting?
Proof of Posting (PoP) is formal documentation issued by out-of-home (OOH) media owners that certifies an advertisement was physically displayed on a designated poster site or digital billboard for the contracted campaign duration. It serves as the advertiser's verification that the media owner fulfilled their contractual obligation.
Why It Matters
Proof of Posting is essential for campaign accountability and payment reconciliation. Advertisers invest significant budgets in out-of-home media and need assurance that campaigns ran as scheduled. For media agencies like Connect Media Group, PoP documentation protects client interests and provides evidence for performance reporting.
Without PoP, disputes can arise regarding whether campaigns actually ran, whether sites were available as promised, or if technical issues prevented display (particularly relevant for digital screens). This documentation also serves as an audit trail for compliance and regulatory purposes.
How It Works in Practice
Typically, media owners provide PoP certificates after the campaign concludes. These documents include:
- Site reference number and location details
- Campaign dates and duration
- Poster format and specification
- Client name and campaign details
- Owner's authorised signature or digital certification
For digital out-of-home (DOOH), proof may include automated system reports showing when creatives were scheduled and displayed, sometimes with timestamp verification.
UK Industry Context
In the UK market, the Outdoor Advertising Association (OAA) and industry bodies encourage standardised PoP practices. Major media owners operating across UK networks typically have established PoP procedures, though formats can vary.
With the growth of programmatic DOOH in the UK, digital proof mechanisms are evolving beyond traditional paper certificates. Real-time reporting dashboards now provide immediate visibility, though formal PoP documentation remains standard for contract completion.
When You'll Use It
Proof of Posting becomes relevant:
- Upon campaign completion for invoicing and payment approval
- When disputes arise about campaign delivery
- For annual audit trails and compliance documentation
- When certifying campaign performance to stakeholders
- For media reconciliation between agency and owner
Agencies typically collect PoP documents from all sites in a campaign portfolio to provide comprehensive evidence to clients.