Advertising Mode

Description of Concept #1. Fixed Advertising Block.

• There will be a more advanced concept after this one, but we recommend starting with the first concept as it is easier to understand.

The business of advertising networks is to broadcast the advertiser's ads. The advertising network must guarantee the advertiser a frequency of impressions and a number of daily ad outputs. Using regular calendar playlists, this is impossible to achieve in large networks.

To ensure a guaranteed frequency of impressions, Oohdesk CMS has "advertising mode" or "campaign mode". In advertising mode, playlists do not need to be created — they are formed automatically. The operator must create an advertising campaign: specify the start date, end date, select the advertiser and their video, specify the players. A separate campaign is created for each advertiser.

The fixed advertising block concept is ideal for advertising networks

Task: to provide the advertiser with a guaranteed frequency of ad impressions. For example, once every 300 seconds. For this, a cycle (rotor) is needed, which will repeat the advertiser's video every 5 minutes. The advertiser's video will be shown once per cycle rotation.

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Part of the airtime in the advertising block is not filled with ads, but something needs to be shown during this time. Free time is occupied by non-advertising content — fillers. Fillers can be social content, weather, traffic, cats.

The described cycle is called an advertising block. The advertising block concept guarantees the frequency of ad impressions. If the advertising block is 300 seconds, then each ad video is guaranteed to be broadcast once every 300 seconds, even if there is no other advertising in the block. The rest of the time will be occupied by fillers.

If commercial advertising appears in the block, it automatically displaces the fillers. (картинка)

Smart Campaign Scheduler

The system analyzes the load of each player/screen and will not allow publishing ads on screens that have no free airtime left. The block length limits excessive publishing and does not allow reducing the guaranteed frequency of the advertiser's impressions.

Real Case

In advertising networks, as a rule, the advertiser is guaranteed a number of outputs of their videos in a cyclically repeated advertising block. Suppose the standard advertising block in the advertising network is 300 seconds. Task: it is required to place an advertising campaign with a 15-second video. The publication period is one day. The publication geography is one screen. Previously, no advertising campaigns were published on this screen. The intelligent scheduler will check the advertising block for free airtime. In our case, all 300 seconds are available for publication, and the system will allow placing the campaign. 285 seconds will remain free for publication. All free time (285 seconds) will be occupied by non-commercial content (fillers): weather, videos, traffic, etc. When publishing each additional advertising campaign on this screen, the amount of advertising content will increase, and the time occupied by fillers will automatically decrease. When the total time of all advertising campaigns on this screen reaches 300 seconds, fillers will stop being broadcast. Conversely, as campaigns end, fillers on the screen will increase. Everything happens automatically. Suppose today all 300 seconds on the screen are occupied, and tomorrow 150 seconds are free. When attempting to create a 2-day campaign (today and tomorrow), the scheduler will assess the load of the screens on which the campaign will be placed. Since all airtime is occupied today, the scheduler will mark today's date in the calendar as unavailable for placement and suggest placing the campaign on the remaining free days. This type of placement is called "Partial Placement." After creating a campaign with partial placement, you can visually assess the list of screens and dates occupied by this campaign on the placement planogram. Days when ads will be broadcast on screens are marked in green. Days when this campaign will be skipped on devices due to lack of airtime in the advertising block are marked in red.

You can also view the content loading status for each device and its status (online/offline) in the planogram.

Important

Since the scheduler places advertising campaigns automatically, the ability to manually form the order of ad playback is lost. This is because each day, various campaigns start and end on the screen, and it is impossible and pointless to manually control the order of each video on each screen. When you have a network of several dozen screens, the advantages of the scheduler become obvious. If necessary, the scheduler can automatically space competing advertisers in time so that they are diametrically opposite in the advertising block (or as far apart as possible).

Conveyor Mechanism (Cycle in Cycle)

All the mechanics described above imply that the same advertising campaign video is broadcast once per cycle rotation (advertising block). Often advertisers want different videos to be broadcast in each new cycle rotation.

Example: The advertiser "Cola" comes and says, "I have three videos, I need the first video to be shown in the first cycle rotation, the second in the second, and the third in the third rotation, and in the fourth rotation the first video from the batch again."

For this, we developed the 'cycle in cycle' mechanism.

How it works:

Suppose there is a campaign with three videos: 1, 2, 3. In the normal mode, all videos in the campaign will repeat every cycle.
In the 'cycle in cycle' mode, one video from the campaign will play in one cycle, the second video in the next cycle, the third in the third cycle, then it repeats.

How to activate the conveyor? When creating an advertising campaign, you need to specify the "Cycle in Cycle" mode. In this case, you need to add more than one video to the campaign. Videos should have the same duration. In each new cycle rotation, the next video from the campaign's video list will be broadcast.

In summary:

• An advertising campaign can have a start and end date
• The advertising campaign repeats once per advertising block (cycle)
• All time in the advertising block not occupied by ads is automatically filled with fillers

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🚀Concept #2. "Floating Frequency" Mode.

The principle is simple. There are no advertising blocks. An advertising campaign is created and specifies how many times per hour it will be repeated. The remaining empty slots will be occupied by fillers. If necessary, competitor video spacing can be activated. To do this, tags need to be added to campaign videos. Description below.

Important! Do not forget to bind the floating frequency algorithm to the device (done once). Settings - Floating Frequency - Add Device.

Example:

• Advertiser Ashan wants to run 60 times per hour (once per minute)
• Advertiser Cola wants to run 30 times per hour (twice per minute)
• Advertiser Rover wants to run 1 time per hour (once every 60 minutes)

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Three campaigns are created with the specified frequency for each. All slots not occupied by ads will automatically be filled with non-advertising content — fillers.

The "Cycle in Cycle" mode works similarly for this algorithm:

• Advertiser Ashman wants to run 60 times per hour (once per minute). But he has three videos (Ashman1, Ashman2, Ashman3) and wants them to play in turn. It will be like this:

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