Create a Digital Line Item

This page details Step 4 – Create a Line Item of the new campaign creation process.

Note: This page describes the new Digital Line Item flow. For the previous flow, see Create a Digital Line Item (Obsolete).

Note: The Guaranteed Campaigns module is available to users with the Admin, Direct Sales Admin, Direct Sales Manager, Direct Sales Coordinator, or Direct Sales role. See User Permissions for more information.

Your Admin must add digital inventory that includes the location of all of the screens in your network before you can proceed with creating a digital line item. For more information, see Update the Screens or Faces Inventory.

Add content to your campaign by creating one or more line item.

Line items are created and managed in the Select Inventory section of the Campaign Builder.

To create a digital line item, select individual screens by selecting either one of the following options:

  • Select Screens Dynamically – Dynamic screen selection involves choosing available space from a targeted pool of screens while respecting the campaign criteria. The selected screens are displayed in list form on the builder, each row representing a line item. Refer to Create a Digital Line Item (Obsolete).
  • Select Screens Manually – Manual screen selection allows you to select the screens that you want in your campaign. The selected screens are displayed in list form on the builder, each row representing a line item.
  • Select Packages – A package is a ready-to-sell bundle of screens. You can select packages that contain static screens. The selected packages are displayed in list form on the builder, each row representing a line item.

The Create Digital Line Item page is displayed.

The page offers a menu at the top of the left section, which allows you to quickly access specific parameters.

Enter a name in the Line Item Name field. By default, the system uses the campaign name. This is mandatory to save the line item.

Set when you want your line item to run.

To set the Ad duration and schedule:

  1. Set your line item length in the Ad Duration field.

    This value will be used to calculate the screen availability. The valid range is 1-3600 seconds.

    • An administrator sets the default ad duration in the Domain Settings. Selected screens then use this setting based on the media type and any applied policy. See Default Parameters.
      • Images – Screens play the ad for the default duration specified.
      • Videos – Screens override the default duration and play the video's built-in duration.
      • Screens with a Fixed Slot Duration policy – Screens override the default duration and play the duration defined in the loop policy of our Content and Network Management solution.
    • An Admin can hide the Ad Duration field. See Default Parameters.

  2. Set the date range, in the Dates field, for your line item's run.

    This opens the calendar dialogue box. You can specify the flight duration in days, weeks, or months.

    Tip: You can select a date up to one month in the past. For example, if today is March 12, you cannot select dates before February 12, but you can select February 12.

  3. Set when you want your line item to run.

    1. Select Days – Use the drop-down menu to choose the days of the week when the line item should run. This allows you to display different content on different days.

      • If you want the line item to run ads on all days of the week, check All Day.
      • If you want the line item to run ads all the time, check Every Day and All Day.

        • Tip: An Administrator can set the starting day of the week (Sunday or Monday) in the domain settings. For more information, see Week Starts.

    2. Set Times – Uncheck the All Day box and enter the start and end times for your timeline in the from and to fields.

      3. Time ranges must be between 12:00:00 AM and 11:59:59 PM.

      Tip: An Administrator can set the hour format (12 hour format or 24 hour format) in the domain settings. For more information, see Hour Format.

      Time ranges cannot cross midnight. If you need a line item to run from 10:00 PM to 3:00 AM, create two separate line items: one from 10:00 PM to 11:59:59 PM and another from 12:00:00 AM to 3:00:00 AM

Type of Buy

Guaranteed Campaigns

Select the Type of Buy from the list of available types.

The Type of Buy is a parameter used for a campaign's digital line item that determines the goal or method of purchasing ad space. The Type of Buy defines the metric by which the campaign's success and delivery will be measured and scheduled.

  • Frequency – The number of times that an ad will play during the ad flight. Used in conjunction with the Saturation. For more information, see Frequency Type of Buy.
  • Impressions – Use one of the following:
    • Number of Impressions – The total number of times that people are likely to notice an ad. For more information, see Impressions Goal.
    • Budget – The amount that you are prepared to pay for the ad flight. For more information, see Budget Goal.
  • Plays – The total number of times that an ad will play. For more information, see Play Goal Type of Buy.
  • Share of Voice – The Share of Voice (SoV) is a type of ad revenue model that focuses on the percentage of activities for one specific brand. If an advertiser wants to increase the chances of their content to be seen, they can increase their SoV. When selecting Share of Voice (SoV), a list of SoV types is available. See Step 4E – Set the Share of Voice Type and Percentage.

    • For more information, see Share of Voice Types of Buy.

  • Takeover – Used for "domination" campaigns that take over a set of screens for a specific point in time. For more information, see Takeover Type of Buy.

Your Administrator may have defined which types of buy you can use. In that case, some of the types of buy listed in the drop-down menu may not be available for you. For more information, see Enable Type of Buy in the Platform Settings.

Your Administrator may have set a maximum saturation value, which prevents you from having a saturation that is too high. The maximum saturation value applies to the Impressions Goal, Budget Goal, and Play Goal types of buy. For more information, see Digital Inventory Section in the Platform Settings.

Pacing

Guaranteed Campaigns

This step applies if you have selected the Frequency type of buy.

Set the number of ad plays per loop or the number of loops per play. For example, you can set an ad to play twice per loop or once every two loops.

This step applies if you have selected the Impressions type of buy.

You can set one of the following:

  • Target Impressions – Set the target number of impressions that you want to reach.

    • The Impression Availability bar indicates the Total Available impressions that you can reach with your current target and screen selection.

    • If your target is achievable, the bar is green.

    • If your target is not achievable, the bar is amber.

  • Target Budget – Set the amount that you are prepared to pay for the ad flight.

    • The Budget Availability bar indicates the Total Available budget that you can spend with your current target and screen selection.

    • If your target is achievable, the bar is green.

    • If your target is not achievable, the bar is amber.

This step applies if you have selected the Impressions - Use number of impressions type of buy.

Enter SoV Limit

Guaranteed Campaigns

As an option enabled by your admin in the domain settings, the SoV Limit value can be used with the Impressions Goal type of buy to set the maximum percentage of the loop that can be assigned to the line item. This value allows you to have a more even distribution of impressions across the length of the campaign by setting a limit on how much of the loop can be used to deliver the impressions.

For more information, see SoV Limit.

This step applies if you have selected the Plays type of buy.

Set the total number of times that the ad will play.

The Play Availability bar indicates the Total Available plays that you can have with your current target and screen selection.

  • If your target is achievable, the bar is green.

  • If your target is not achievable, the bar is amber.

This step applies if you have selected the Share of Voice type of buy.

To set the SoV information:

  1. Set the SoV percentage in the Percentage field of the Create Digital Line Item page.

    2. The value on the right indicates the maximum percentage available for your current inventory selection.

    A tick on the percentage line indicates the maximum percentage for your current inventory selection. You cannot exceed the percentage shown past this tick.

    Your Administrator may have set minimum and maximum SoV boundaries to further refine the delivery pacing of Average Share of Voice line items. In that case, the boundaries are displayed below the Percentage field.

    For more information, see Min/Max Boundaries.

  2. Select the SOV Type to use.

    • Fixed – SoV ad revenue model that ensures a fixed SoV at all times. It offers the ability to commit to a specific share of voice on every loop if available. This is the most rigid of the share of voices since there is no distribution involved.
    • Daily Average – SoV ad revenue model that ensures campaigns that have been contracted maintain the specified SoV every day of the flight duration regardless of the screens where the SoV is allocated. You can thus sell a SoV that will be spread as evenly as possible on all screens while maintaining the desired average.
    • Daily Average per screen – SoV ad revenue model that allows the booking of average SoV to achieve a specific daily SoV on each screen regardless of the times the ad plays. You can thus sell a daily SoV on every screen that will be spread as evenly as possible throughout all hours of the day.
    • Campaign Average – SoV ad revenue model that ensures the requested Share of Voice is achieved on average across the duration of the campaign.

This step applies if you have selected the Takeover type of buy.

Set the Takeover saturation percentage in the Percentage field.

For more information, see Schedule a Takeover Campaign.

This step applies if you have selected Select Screens Manually.

Use Shared Goal

Guaranteed Campaigns

If you have only one shared goal defined, the Use Shared Goal option is enabled and the goal is automatically selected.

  • If you have more than one shared goal defined, the Use Shared Goal option is enabled, and you must select the shared goal that you want to use.

    • The system automatically handles the Type of Buy selection based on your goal, so it does not display the Type of Buy drop-down list.

    • The system automatically uses the corresponding type of buy.
    • For instance, if you select an Impressions goal, the system automatically uses the Impressions type of buy.

    See Use Shared Goals for more information.

    Select a priority to define the importance of your campaign. This setting determines how your line item competes for screen time and whether its playback is guaranteed, especially when screen availability is limited.

    You can use the Priority menu to change the priority level of the line item if:

    • The line item status allows it.
    • The line item Type of Buy allows it.
    • You have the necessary privileges.

    An Administrator must define the list of available rebalancing priorities in the Guaranteed Campaigns settings. For more information, see Create Priority Levels.

    An Administrator may have defined a default rebalancing priority level and preemptible priority level. For more information, see Set Default Priority.

    The Create Digital Line Item page provides various filtering options that enable you to target available digital inventory.

    Apply these filtering options to refine your selection of digital inventory. You can apply one or more of these filtering options simultaneously to achieve specific targeting. For detailed instructions, refer to Use Contextual Filtering.

    You can manually adjust your line's pricing by clicking the Add Price Adjustment button. Two options are available:

    • Budget override
    • CPM override (must be activated by contacting Broadsign Services)

    You can change the suggested cost of the line item by entering a fixed rate if:

    • The line item status allows it
    • You have the necessary privileges
    • You are the owner
    • Your Admin allows users to update the cost of a line item

    Your Admin can prevent updates to a line item's cost if a modification changes the Suggested price. To do this, your Admin checks the Prevent Price Change option within the Guaranteed Campaigns Settings. See General Section.

    In that case, the Cost of the line item cannot be updated after it has been submitted for booking and has one of the following statuses:

    • Submitted
    • Booked
    • Live
    • Ended
    • Cancelled

    CPM Override

    Guaranteed Campaigns

    Apply your own CPM value to your screen selection.

    You can also compute pricing information based on third-party integration. In this case, Guaranteed Campaigns receives a CPM override to your line item. See Use the External Pricing API.

    The CPM Override must be activated by contacting Broadsign Services.

    Note: The CPM will only be updated if you modify anything on the line item.

    You can set the URL of your external pricing API endpoint in the Domain settings. See Pricing API.

    Select the screen inventory that you want from the screen inventory list.

    You have the choice to view the screens or screen groups inventory in either:

    • Screen List – Displays a list of screens and screen groups on your network based on the filters applied in Step 6 – Apply Targeting (Optional). If you have not applied any filter, the Screen List displays all screens and screen groups on your network. See Screen List.
    • Map View – Displays the locations of your screens or screen groups selection on a map. See Map View.
    • Booking Level – Shows the fill level of the selected screens or screen groups over time. See Booking Levels.

    In Screen List view, you can:

    • Filter the screens or screen groups according to their availability. For more information, see Filter by Screen Availability.

    • Select or deselect all screens and screen groups in your inventory by using the check box located at the top of the first column. The number of screens and screen groups selected is displayed on the right side.

    • Select specific screens and screen groups by clicking the check box next to them. The number of screens selected is displayed on the right side.

      • When you select a screen group, each screen in the group counts as one in the Screens Selected field.

    • Make an automatic selection of inventory that allows you to sell inventory based on a specified quantity of targeted inventory. It is used to spread out the selection on the most available inventory. For more information, see Automatic Selection of Digital Inventory.

    It is now time to review your line item.

    Use the Summary panel of the Create Digital Line Item page to review the summary of the information for your selections:

    The following information is available, depending on your screen selection:

    • Impressions – Total number of people that your selection can target.
    • Plays –Total plays that your selection can provide for the Play Goal type of buy.
    • S.O.V – Average Share of Voice for the Impressions Goal and Budget Goal types of buy.
    • Budget – Approximate price for a campaign made up of your selection.
    • CPM – "Cost per Thousand" (CPM) impressions for your selection.
    • Screens – Total number of screens and screen groups selected. If you click the Screens tile, the Screen List displays only the selected screens and screen groups.

    For more information on each tile, see Summary Panel.

    When everything is ready, you can select an action to perform with the current filters and screen selection.

    Section Description

    Export your filtered screens or your selected screens in CSV format.

    • For screens with a fixed slot duration assigned to them, the “Ad Duration” column shows the fixed slot duration value. If there is more than one fixed slot duration, the most common one is displayed. For more information, see Screens and Fixed Slot Duration.
    • For screens that do not have a fixed slot duration assigned to them, the “Ad Duration” column shows the Ad Duration specified in the inventory view.

    Save your screens selection and the ad flight information you have entered. You can go back to the remaining steps of Create a Guaranteed Campaign.
    Cancel line item creation or editing.

    Once the line item is created, it is listed in the Campaign Builder.

    There are a number of information that you can adjust:

    • Rebalancing Priority level – You can change the priority level of the line item if the line item status and Type of Buy allows it, and if you have the necessary privileges. For more information, see Use the Rebalancing Feature.
    • Saturation Freeze – If Saturation Freeze is enabled on a line item, you can freeze the saturation on all the screens selected from the date that you pick in the calendar. This item will not be rebalanced or reallocated. For more information, see Use the Saturation Freeze Feature.
    • Preemptible status – You can set a line item as preemptible. For more information, see About Preemptible Line Items.

      • Assign a Priority value to this campaign, remembering that campaigns with higher values will be the first to be removed from the playlist.

      Priority values can range between +999 and -999, excluding 0.

      If the campaign is booked or managed by the Guaranteed Campaigns module, the priority value is synced between the Broadsign Platform and our Content and Network Management solution.

    • Cost – You can change the Cost if:
      • The line item status allows it
      • You have the necessary privileges
      • You are the owner
      • Your Admin allows users to update the cost of a line item

      Your Admin can prevent updates to a line item's cost if a modification changes the Suggested price. To do this, your Admin checks the Prevent Price Change option within the Guaranteed Campaigns Settings. See General Section.

      In that case, the Cost of the line item cannot be updated after it has been submitted for booking and has one of the following statuses:

      • Submitted
      • Booked
      • Live
      • Ended
      • Cancelled