Play Goal Type of Buy

This page describes the Play Goal Type of Buy and the specifics related to it.

Play Goal

The Play Goal Type of Buy is a type of ad revenue model that lets you define the total number of times that an ad will play. It allows selling inventory based on a number of plays that a single ad must achieve, and “spreading” plays across a fixed selection of screens so that they can fulfill their clients expectations.

The Play Goal Type of Buy delivers the target plays goal as evenly as possible calculated across a combination of all of the selected screens and the duration of the campaign. The saturation on each screen can vary each day throughout the duration of the campaign, so long as the target play across all screens is achieved.

For example: The user puts a goal of 172.8k repetitions.

  • 10 screens open 24 hrs running for 10 days have 8,640,000 seconds in total.
  • For a 10 seconds ad, that’s 864,000 possible repetitions for the campaign duration.
  • 20% SoV delivers 172.8k repetitions for the campaign.

The system attempts to deliver as evenly a possible. However, some hours can play above 20% and some can play below 20%, so long as the average across all screens for the campaign is 20%.

Some screens can have zero playout for the entire campaign, although this is rare.

Play Goal does not support a secondary goal.

A Play Goal proposal item can be rebalanced and respects the Maximum saturation limiter set at the domain level. For more information, see Default Parameters.

The Play Goal value for your current selection is displayed in the current settings component of the interface:

Note: A Play Goal-based proposal item cannot be amended.

The specified number of plays is distributed evenly across the screens selected as part of the proposal item. The main goal when distributing the plays is to have an even and smooth distribution.

The progress of the specified goal is measured by the plays reported by Broadsign Control.

When holding or booking a proposal that contains a Play Goal-based proposal item, an availability check is performed to confirm whether the goal can be reached. For more details, see Availability Check Feature.

It is possible to hold or book proposals containing multiple types of buy, including the Play Goal.

Let's consider the following attributes on the screens:

  • Max saturation = 1 play per loop
  • Open hours = 9:00 am to 5:00 pm
  • Loop length = 60s
  • Slot length = 10s
  • Total available repetitions per screen = 2880
  • Total available repetitions respecting the max saturation per screen = 480

Let's consider a proposal item with the following attributes:

  • Ad duration = 10s
  • Flight duration = 1 Day
  • Play Goal = 1000
  • Number of screens = 5

The following scenarios are considered:

  • All screens can accommodate the calculated individual number of plays
  • Some screens cannot accommodate the calculated individual number of plays

In this scenario, all screens will have the exact same number of plays. Broadsign Direct will calculate the even number of plays that will be distributed across all screens.

In the following table, all screens have the same available number of plays:

  Non-Available Plays Available Plays (with limiter) Item Play Goal
Screen A 960 480 200
Screen B 960 480 200
Screen C 960 480 200
Screen D 960 480 200
Screen E 960 480 200
    Total 1000

In the following table, some screens have different available number of plays:

  Non-Available Plays Available Plays (with limiter) Item Play Goal
Screen A 960 480 200
Screen B 960 480 200
Screen C 2496 384 200
Screen D 960 480 200
Screen E 2640 240 200
    Total 1000

In this scenario, Broadsign Direct will spread the Play Goal evenly, and if there are screens that cannot fit the number of calculated repetitions, the remainder is then distributed evenly.

In the following table, one of the screens cannot accommodate the number of plays and the rest has the same non-available plays:

  Non-Available Plays Available Plays (with limiter) Item Play Goal
Screen A 960 480 226
Screen B 960 480 226
Screen C 960 480 226
Screen D 960 480 226
Screen E 2784 96 96
    Total 1000

In the following table, one of the screens cannot accommodate the number of plays and there are variable non-available plays on the rest of the screens (Recursive even spread):

  Non-Available Plays Available Plays (with limiter) Item Play Goal
Screen A 2496 384 226
Screen B 960 480 226
Screen C 2496 384 226
Screen D 960 480 226
Screen E 2784 96 96
    Total 1000

The Suggested Price calculation for the Play Goal uses the fixed price of the rate card associated with the screen selection.

To calculate the price, Broadsign Direct calculates the price of a single play using the following information:

  • fixed price
  • flight duration
  • ad duration on the rate card
  • loop duration set on the screen

Let’s take for example a screen with a loop length of 180s, and a rate card with the following information:

  • Ad flight = 1 day
  • Ad duration = 10s
  • Price = $100

For a loop length of 180s, 1 play per loop for 1 day totals 480 plays.

The Suggested Price for a single play for that screen is thus $100 / 480 = $0,21.

For more information on the Suggested Price, see Proposal Price.