DYNAMIC

Everything you need to know about Dynamic campaigns.

WHAT IS DYNAMIC? (#what-is-dynamic)What is dynamic?

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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