The Guaranteed Campaigns module allows you tap into the power of real-time inventory availability and instantly book flexibly scheduled and dynamically delivered digital out-of-home campaigns on the Broadsign Platform.
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.
For digital out-of-home media owners/operators with direct advertising sales teams who want to grow their business, our OOH advertising sales management solution enables sales teams to quickly respond to client requests, identify and reserve the best available inventory matching their client’s needs, and prepare professional quotes - all while automatically optimizing bookings and revenue.
Unlike spreadsheets and other sales management solutions, our OOH advertising sales management solution is fully integrated with our content and network management solution for real-time inventory availability, providing improved sales operations efficiency and customer service.
Our OOH advertising sales management solution allows you to:
- Use many different kinds of OOH buys - such as takeovers, frequency, share of voice, CPM and more - to help you meet your advertiser’s campaign objectives.
- Cut down on emails and quickly create client-ready campaigns that highlight key out-of-home campaign details such as audience demographics, screens, flight duration, budget and more.
- Avoid double-booking. With real-time access to inventory availability, you can quickly identify the best available screens or faces to meet your buyer’s campaign criteria and close deals.
- Use our next-generation rebalancing engine to automatically optimize your network’s yield with content redistribution so smart that it could never be done by hand.
Here are some key advantages and scenarios where the module can be beneficial:
- Real-time inventory availability – Want to stop relying on back-and-forth emails and calls to negotiate and close a deal? With real-time access to your inventory, you can secure the best available ad space to hold or schedule an OOH campaign and get deals done faster.
- Flexible campaign types – Limiting your sales strategy to one campaign type can limit new business opportunities. Equip your media planners with flexible campaign types so you can better meet advertiser objectives, address changing market demands, and make more deals with your existing inventory. The following campaign types are offered: Share of Voice, Impressions, Budget, Plays, Frequency, Takeover.
- Campaign Reallocation – When a great new deal doesn't fit your existing schedule, you shouldn't have to say no… or play a complex game of Tetris to try and squeeze it in. Optimize your network's yield with automated campaign redistribution so smart that it could never be done by hand - all with a single click.
- Campaign Rebalancing – Don't underdeliver or overdeliver - just deliver. Ensure campaign goals are met with intelligent rebalancing and pacing that automatically adjusts the frequency of campaign delivery so that your customers always - and only - get what they paid for.
Screen
Guaranteed Campaigns
In the Guaranteed Campaigns module, a screen can refer to a single screen, a single frame on a screen, or a group of screens, for example, a video wall.
A screen is not defined in the Guaranteed Campaigns module.
Display Units, Frames, and Day Parts that your admin has set up in the Content and Network Management solution are translated into screens when imported into the Guaranteed Campaigns module. For more information, refer to On-Board Screens in the Guaranteed Campaigns Module.
There are different possible scenarios when importing information from the Content and Network Management solution:
- Scenario with One Sellable Frame in One Display Unit
- Scenario with Multiple Sellable Frames or Day Parts in One Display Unit
- Scenario with a Screen Group
The following describes the simplest conversion scenario:
Single Frame and Single Day Part
- Condition: The Display Unit in the Content and Network Management solution has only one Frame and one Day Part.
- Conversion: The Display Unit is directly converted to a screen in the Guaranteed Campaigns module.
- Screen Naming: The screen is named using the Display Unit Name from the Content and Network Management solution.
Multiple Frames with One Sellable Frame
- Condition: The Display Unit in the Content and Network Management solution has more than one Frame, but only one Frame is sellable.
- Conversion: The sellable Frame is used to convert the Display Unit to a screen in the Guaranteed Campaigns module.
- Screen Naming: The screen retains the Display Unit Name from the Content and Network Management solution.
In this example, the screen name in Guaranteed Campaigns is Display Unit 1.
- Condition: The Display Unit in the Content and Network Management solution has more than one sellable Frame.
- Conversion: Each sellable Frame becomes a separate screen in the Guaranteed Campaigns module if they share the same Opening Hours and Loop Length.
- Screen Naming: The screens are named using the format: Display Unit Name _ Frame Name.
Example 1
In the following example, a Display Unit has two Frames with identical Opening Hours and Loop Length. The result is two screens in Guaranteed Campaigns.
The screen names in Guaranteed Campaigns are:
- Display Unit 2_Frame 1
- Display Unit 2_Frame 2
Example 2
In the following example, a Display Unit has two Day Parts.
- Frames 1 and 3 have the same geometry and Loop Length, so they count as one screen even if their Day part is different. The Frame 1 name is used in the Guaranteed Campaigns screen name.
- Frames 2, 4, and 5 count as three screens.
The result is four screens in Guaranteed Campaigns.
The screen names in Guaranteed Campaigns are:
- Display Unit 3_Frame 1
- Display Unit 3_Frame 2
- Display Unit 3_Frame 4
- Display Unit 3_Frame 5
- Condition: A Screen Group or Sync Set is when there is one sellable unit that includes several Display Units in the Content and Network Management solution.
- Conversion: Each Frame in the Display Units is converted into a screen within a Screen Group in the Guaranteed Campaigns module. All the Frames in all the Display Units in the Content and Network Management solution must have the following:
- Same Opening hours
- Same Loop Length
- If Fixed Slot Duration is required, it must be applied to all Frames
- Screen Naming: The screen group is named using the format: Screen Group Name (Number of Screens).
For example:
In this example, the Guaranteed Campaigns module has one screen group with four screens. This screen group consolidates information from all included Display Units.
- 1 Latitude and Longitude
- 1 Name
- 1 Address
- 1 Resolution
- Criteria from all the Display Units
- 1 Audience schedule accumulating the impressions from all the Display Units
The group name in Guaranteed Campaigns is Screen Group 1 (4).
Screen Groups
Guaranteed Campaigns
Screen groups allow you to sell multiple screens as a single entity rather than individually. This enables selling based on quantity over specific screens and selling inventory as groups.
- Screen groups cannot be created in the Guaranteed Campaigns module. They are created in and imported from our Content and Network Management solution.
- A screen group consists of display units (screens) assigned the Grouping display unit criteria type. All other criteria types are not supported for creating screen groups.
- One or more display units must be associated with a particular criterion.
Note: If a screen is assigned to a Grouping Criteria, it will stop appearing as an individual screen in the Guaranteed Campaigns module.
For example, the grouping criteria could be called Car 12345.
For more information on how to create a screen group, see the Screen Groups tutorial in the Content and Network Management documentation.
Tip: If you do not want your selected screens and screen groups to play content at the same time, change that behavior in the Settings. See Groups.
Just like individual screens, screen groups can be sold using any type of buy. They can also be filtered the same way and they have their own availability level and fill rate.
Screen groups are represented as follows in the Line Item page:
The number in parenthesis represents the number of screens in that group.
Screens in a group play the same content at the same time. For example, this can be screens in a subway car. When using a Screen group in a campaign, all of the screens in that group are targeted. It is not possible to target only some of the screens in the group.
Screen groups have the same information as individual screens, except for orientation and resolution, since those fields are specific to physical screens and may be different among the screens included in the groups.
Fixed Slot Duration
Guaranteed Campaigns
The Guaranteed Campaigns module allows you to enforce a fixed loop slot duration for all content, ensuring that each piece adheres to a specified play duration. This is particularly useful for complying with bylaws that mandate specific content slot durations.
When importing screen information from our Content and Network Management solution, the Guaranteed Campaigns module stores the slot duration information for each screen. Changes to the fixed slot duration in the Content and Network Management solution automatically propagate to the Guaranteed Campaigns module.
The fixed slot duration can only be modified in the Content and Network Management solution.
For example, let's consider three screens:
- Screen 1 has a regular loop policy without any fixed slot duration
- Screen 2 has a loop policy with a fixed slot duration of 7 seconds
- Screen 3 has a loop policy with a fixed slot duration of 9 seconds
A single 10-second campaign targeted across all three screens will play back for:
- 10 seconds on Screen 1
- 7 seconds on Screen 2
- 9 seconds on Screen 3
A single 5-second campaign targeted across all three screens will play back for:
- 5 seconds on Screen 1
- 7 seconds on Screen 2
- 9 seconds on Screen 3
Although this type of variable duration is typically only used with images (as an image can be shown for a variable length of time), this logic will apply to all content, for example videos and HTML5.
If a video is shorter than the fixed slot duration, the video’s last frame will be held on-screen for the duration.
For more information, see Loop Policies and Duration Tab in the Content and Network Management documentation.
The following are some of the terms used in the Guaranteed Campaigns module that you should know.
- Campaigns are set up between you and the advertiser.
- Line items are within each campaign. These are the guidelines that you give the Guaranteed Campaigns module. You can have multiple line items per campaign.
- Creatives are for the whole campaign. These are the visual aspect of the ad. You can have multiple creatives per campaign.
- CPM (Cost per Thousand) is a major factor in what determines if the ad is chosen to play. This is determined by the number of impressions and the budget of a campaign. The CPM can either determine the budget or vice-versa (when creating a campaign, you can set the budget and it will calculate your CPM based on the impressions goal, or you can choose your CPM and it will provide the budget based on the impressions you are looking for).
- Types of Buy are set at the line item level. The Guaranteed Campaigns module supports several types of buy, such as Frequency, Share of Voice, and several Goal types.
To utilize the Contextual filter for precise geographic targeting, ensure your screens possess valid latitude and longitude coordinates. These coordinates determine the screen's location and enable accurate targeting within the filter.
You can verify and modify these coordinates directly within the Display Unit settings in our Content and Network Management solution. Detailed instructions on managing Display Unit information, including location settings, can be found in the Display Units section of the Content and Network Management documentation.
Yes ! You need to start by applying a Contextual filter and then apply criteria filter on top of that.
Also, we will bring criteria targeting inside the Contextual filter in the coming months to facilitate that workflow.
Yes.
In the Guaranteed Campaigns module, a screen can refer to a single screen, a single frame on a screen, or a group of screens, for example, a video wall.
A screen is not defined in the Guaranteed Campaigns module.
Display Units, Frames, and Day Parts that your admin has set up in the Content and Network Management solution are translated into screens when imported into the Guaranteed Campaigns module. For more information, refer to On-Board Screens in the Guaranteed Campaigns Module.
Screen groups allow you to sell multiple screens as a single entity rather than individually. This enables selling based on quantity over specific screens and selling inventory as groups.
- Screen groups cannot be created in the Guaranteed Campaigns module. They are created in and imported from our Content and Network Management solution.
- A screen group consists of display units (screens) assigned the Grouping display unit criteria type. All other criteria types are not supported for creating screen groups.
- One or more display units must be associated with a particular criterion.
Note: If a screen is assigned to a Grouping Criteria, it will stop appearing as an individual screen in the Guaranteed Campaigns module.
For example, the grouping criteria could be called Car 12345.
For more information on how to create a screen group, see the Screen Groups tutorial in the Content and Network Management documentation.
The price of a line item depends on the type of buy used.
The Suggested Price calculation for a Budget Goal-based line item is given by the budget value and calculates the possible achievable impressions using the CPM (Cost per thousand impressions) value set at the rate card level of each screen. For more information, see Add and Edit Rate Cards.
The Suggested Price calculation for Frequency-based line items uses the screen rate card price value, and prorates it based on the Ad Settings and the rate card specification. For more information, see Add and Edit Rate Cards.
Example 1:
Given the following rate card attributes for Screen A:
- Ad flight = 14 Days
- Ad duration = 10s
- Price = $100
The estimated price for a Screen A, for an ad with the following attributes, is $50:
- Ad flight = 7 Days
- Ad duration = 10s
- Frequency = 1 Play per loop
Example 2:
Given the following rate card attributes for Screen A:
- Ad flight = 14 Days
- Ad duration = 10s
- Price = $100
The estimated price for a Screen A, for an ad with the following attributes, is $150:
- Ad flight = 14 Days
- Ad duration = 15s
- Frequency = 1 Play per loop
Example 3:
Given the following rate card attributes for Screen A:
- Ad flight = 14 Days
- Ad duration = 10s
- Price = $100
The estimated price for a Screen A, for an ad with the following attributes, is $200:
- Ad flight = 14 Days
- Ad duration = 10s
- Frequency = 2 Plays per loop
The Suggested Price calculation for an Impressions Goal-based line item uses the CPM (Cost per thousand impressions) value set at the rate card level of each screen. For more information, see Add and Edit Rate Cards.
For example, given the following information:
- Screen A CPM = $5
- Screen B CPM = $7
When the impression goal that you set is 500,000 impressions and it is distributed 300,000 on screen A and 200,000 on screen B, based on the available impressions, the total suggested price would be $2,900 ($1,500 for screen A + $1,400 for screen B ).
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, the system 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.
The Suggested Price calculation for Fixed SoV-based line items uses the screen rate card price value, and prorates it based on the Ad Settings and the rate card specification. For more information, see Add and Edit Rate Cards.
Example:
Given the following rate card attributes for Screen A:
- Ad flight = 1 Day
- Ad duration = 10s
- Price = $100
The estimated price for a Screen A, for an ad with the following attributes, is $100:
- Ad flight = 30 Days
- Ad duration = 10s
- Share = 16.67% (1 Play per loop)
See Fixed SoV.
The Suggested Price calculation for Average SoV-based line items uses the screen rate card price value, and prorates it based on the Ad Settings and the rate card specification. For more information, see Add and Edit Rate Cards.
Example:
Given the following rate card attributes for Screen A:
- Ad flight = 1 Day
- Ad duration = 10s
- Price = $200
- Screen has a 60s loop length
Given the following rate card attributes for Screen B:
- Ad flight = 1 Day
- Ad duration = 10s
- Price = $100
- Screen has a 60s loop length
By booking a 50% Share of Voice with 10 seconds ad duration, the result is 3 Plays per Loop (PPL).
- Screen A – 3PPL x $200 = $600
- Screen B – 3PPL x $100 = $300
This gives a total of 900$.
Note: Availability and distribution are not taken into account when calculating the Suggested Price for one day.
See Daily Average SoV, Daily Average Per Screen SoV, and Campaign Average SoV.
Now that you know how to access the Guaranteed Campaigns module, you can do the following:
