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. See User Permissions for more information.
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.
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.
In the Contextual filter, screens must have a valid Latitude and Longitude to be targetable. You can check and edit this information at the Display Unit level in our Content and Network Management solution. For more information, see Display Units in the Content and Network Management documentation.
Screens must also be located in a country that is supported by the Guaranteed Campaigns module. The following countries are supported:
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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.
It is possible to sell multiple screens as a single entity, called screen group, as opposed to individual screens. This allows you to sell quantity over specific screens, and sell inventory as groups.
Screen groups are created in and imported from the Content and Network Management solution. They cannot be created in the Guaranteed Campaigns module. They are display units (screens) that have been assigned the same display unit criteria type. The type must be Grouping. All other criteria types are not supported. You must also associate one or more display units to a particular criterion. 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.
Note: If a screen is assigned to a Grouping Criteria, it will stop appearing as an individual screen in the Guaranteed Campaigns module.
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
If the Play Goal that is set is 480 plays, the Suggested Price for that screen is $100.
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:
