Glossary A–ZLetter C
Campaign
A campaign is a related series of content items that pursues a common goal over a set period, such as making a product known or drawing attention to an event.
It brings together creatives, run time and the screens on which it appears.
There are two kinds in screen networks. The operator plans in-house campaigns, for example an autumn promotion in all branches or a safety campaign for staff. Advertising campaigns, by contrast, are booked by an advertiser on someone else's screens; booking, proof of play and invoicing are then part of it. In both cases it helps to manage all of a campaign's creatives together so that they start and end together.
For each campaign, operators should record the goal, period, target screens and the people responsible. A campaign without an end date often stays up longer than intended. If several campaigns are shown on the same screens at the same time, a rule is needed for which takes precedence and how often each runs. Anyone reviewing advertising campaigns should make sure that previews do not count as billable plays.