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DYNAMIC

Everything you need to know about Dynamic campaigns.

What is dynamic?

Dynamic capabilities provide the opportunity for brands to use contextually relevant messaging in campaigns.

 

We use a number of triggers to decipher these relevant moments, which can be anything from the weather, day of week, time of day, location and more.

Our collaborative, ground-breaking research The Moments of Truth proves that using contextually relevant messaging in advertising can increase campaign effectiveness of up to 17%, across metrics including ad recall and sales effect.

Scheduling

There are four different methods of digital scheduling which can be used to create product-relevant moments for brands. 

 

Standard linear

  • The most basic type of scheduling is standard linear.
  • It can be one or multiple pieces of copy scheduled in equal rotation and requires no third party support.
  • It is capable of scheduling a piece of copy three working hours before in-charge, making it ideal for short-term activation.

 

Advanced linear

  • This can be two or more pieces of copy.
  • Changes to the creative are dependent on the pre-existing functions in our content management system VIOOH content.
  • These rules dictate where and when copy will playout, not only making it relevant to the advertiser and brand, but the creative and location.

 

Standard dynamic

  • Standard dynamic consists of a bespoke HTML template.
  • Bespoke template with pre-set data uploaded e.g. town names, store specific, weather etc. The pre-rendered template allows for one piece of copy to be produced, which can be overlaid with the specific data call out.
  • Changes are determined by a pre-defined functionality.
  • This does require third-party support from production houses such as GV, Liveposter, DOOH.com and Voodooh, or our internal Creative Solutions team.
  • This is a level up from advanced linear as its not limited to the rules in VIOOH.
  • There is, however, greater lead times. We require 10 working days per dynamic file to internally test prior to in-charge.

 

Advanced dynamic

  • Similarly uses a bespoke HTML build.
  • Changes are dependant on an external data feed.
  • This time the creative is designed to have multiple outcomes.
  • A file is created to read a data feed allowing visual changes in accordance to the information provided.
  • This manipulation of the creative is normally live, e.g. train times or photo uploads.
  • HTML files can be supplied by our Creative Solutions team or by a Content Production Specialist (already briefed and delivered by the likes of DOOH.com, Grand Visual, Voodooh etc).

 

Standard Linear
Advanced Linear
Standard Dynamic
Advanced Dynamic

HTML guidelines and policy 

  • All files should be tested in Digiboard (KIS) and Broadsign Administration (Broadsign) prior to delivery to us to ensure they are compatible. 
  • A single file would be provided with compatibly on both platforms. For additional help on this, please reach out to our support team who can provide detailed documentation. 
  • We do not test a file’s technical capabilities; only the capability of it playing out on our screens.
  • We only accept HTML.
  • The file must have the fall-back copy embedded.
  • Linear fall-back must be static (default).
  • The HTML file must be set up to the correct screen specs, as per the Broadsign & KIS IDs. 
  • For external data sources the preferred method is HTTPs, however FTP is also supported. Note, FTP is considered less secure. Again, please reach out for additional support. 
  • If your external data source has not been used on our network before, we will have to whitelist on our digital network. 
  • The path must be an FTP; which if not used before may need to be whitelisted by Corp requiring additional time.
  • Some HTMLs and linear files must be rotated (counter clockwise) in Digiboard (KIS) or Broadsign Administrator, so that it plays correctly on our screens – please see the route frame ID report for sites included.
  • The ad duration must be as per the route frame ID report unless pre-agreed.
  • The briefing document must contain images of the creatives and the advanced mode.
  • The External party are in control of moderating the content and an agreement must be signed pre-testing. Failure to sign will result in linear fall-back (default) being scheduled.
  • We will test the files on our internal screens and will run one night test in the live environment, if required between 1am – 4am.

 

Delivery deadlines for HTML files

  • 1 to 10 files – 10 working days.
  • 11 to 30 files – 15 working days.
  • 30 to 50 files – 20 working days.
  • Anymore must be pre agreed.


** Working hours: Monday to Thursday 9am to 5:30pm, excluding Bank Holidays.

 

Required documents 

The below MUST be supplied before testing can start:

  • Signed Moderation Agreement – this must be signed by someone at Director level or above before a HTML ad copy can be used by both the production house producing the file and any other moderators. Failure to sign a moderation agreement will result in linear fall-back (default) being scheduled for the campaign.
  • Campaign brief – including details on the expectations of the file, live date, and formats.
  • Fallback/default copy to spec per format.
  • HTML file per spec.
  • External data source using a manifest link or monitor sync/advanced mode. 

 

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