Online proofing is the process of reviewing and approving creative work - video, design files, documents, web pages - in a shared browser-based loop, where reviewers annotate the work directly and approvals are recorded against specific versions. It replaces the email-attachment-and-screenshot dance with one place where the work, the notes, and the sign-offs live together.
What is online proofing?
Online proofing is review-and-approval software and the workflow around it: a creator shares a proof (a version of the work), reviewers open it in a browser without special software, leave comments and annotations pinned to the exact spot - a pixel in a design, a frame in a video, a line in a document - and an approver signs off on a specific version. The defining traits are browser-based review, in-context annotations, version tracking, and recorded approvals.
What online proofing covers
- Video - timecoded and frame-accurate comments on cuts and animations
- Design and static art - pixel-anchored annotations on layouts, packaging, ads
- Documents - markup on copy decks, brochures, technical documentation
- Web pages and emails - comments pinned to live or staged pages before launch
Video is the demanding child: static proofs need position-accurate comments, but video needs time-accurate comments, which is why video teams often outgrow general-purpose proofing tools. That distinction is worth reading twice - video proofing is the video-specific slice of online proofing.
How a proofing round runs
- Share the proof. The current version goes out as a link, usually with access controls (password, expiry) for unreleased work.
- Reviewers annotate in context. Each note lands on the exact spot it describes - no "the thing on the left" archaeology.
- Notes are resolved. Every thread gets addressed: fixed, or declined with a reason, visibly.
- A new proof goes out. The revised version replaces the current one; old notes stay with the old version.
- Approval is recorded. A named person approves the specific version - the event that closes the round.
Online proofing vs video review vs creative approval
| Term | Scope | Typical focus |
|---|---|---|
| Online proofing | All creative asset types | The review-and-approval loop as a category |
| Video review | Video and audio | Timecoded, frame-accurate feedback on cuts |
| Creative approval | The sign-off stage | Recorded decisions, stakeholder chains |
| Frooty | Video-first workspace | Frame-accurate review, versions, approval, publishing |
Who uses online proofing
Agencies run client rounds on campaigns; in-house marketing teams review agency deliverables and internal creative; brand teams enforce guidelines at the proof stage instead of after launch; and video-heavy organizations use proofing workflow for cuts, ads, and social content. The common thread is multiple stakeholders and a record that matters.
What to look for in an online proofing tool
The evaluation that matters, in order: annotations that land in context (frame-accurate for video, pixel-accurate for static), version handling that keeps notes attached to their version, access controls (password, expiry, watermark, download toggles), reviewers who do not need accounts or paid seats, and recorded approvals. If you are comparing tools, see our honest looks at Filestage and Ziflow - two proofing-native platforms - and the review practices any good tool should support.
FAQ
Is online proofing the same as video review?
Video review is the video-specific part of online proofing. Proofing covers the broader category - design, documents, web, and video - while video review tools specialize in time-based feedback: timecoded comments, frame-accurate annotations, and version comparison for cuts.
What is a proof?
A proof is a version of creative work shared for review - one cut, one layout, one document draft - that reviewers annotate and ultimately approve. Each proofing round produces a new proof; approvals attach to the proof they close.
Do reviewers need an account to proof?
In a good proofing workflow, no. Reviewers open a link and annotate directly - client stakeholders and external partners should not need logins to leave a note.
What should online proofing software include?
At minimum: in-context annotations, version stacks with per-version notes, access controls (password, expiry, watermark), free reviewers, and a recorded approval event. Video-heavy teams should also require frame-accurate comments and side-by-side version comparison.