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January 13, 2021

Starting a CAASie Campaign

Taryn Syratt

Creating a new campaign on CAASie

If you have already read “CAASie overview”, you might recall that setting up a campaign on CAASie is like setting a bunch of rules for her to follow in your absence. Rules that determine when, where and how your campaign is delivered across out-of-home formats.

The process itself is pretty easy – but first you need to understand why you’re setting the rules. Asking yourself questions like; what kind of audiences you want to target, where you can best reach them (regarding both venue type and proximity to locations/areas), what your end goal for the campaign is, and of course - what your budget is. Knowing those things will help you to create a solid campaign instead of throwing mud at a wall and hoping for it to stick.

These things don’t just help with the setting the rules on CAASie – they’ll also help you decide what your ads should look like and what kind of ‘call to action’ you’ll include. In other words – how to best communicate the next steps for your audience once they’ve seen your ads. E.g., “search xyz phrase/brand” or “visit xyz place” or “use xzy code to get blah”.

All of this is food for thought – but we’re in a quick start article, so let’s skip forward now to how to actually start a campaign.

Starting a new campaign

Once you’re logged in you’ll see this page below – you can navigate to the campaigns page to add a new campaign, or edit an existing one. Or you can just use the shortcut “new campaign” button on the navigation bar.

Following this you’ll enter what we call a campaign wizard, which is effectively just a form to fill out. This is where you set some “global” rules – these rules will apply to every screen that you’ve chosen within your campaign. But don’t worry you can make some exceptions later if you need to.

The campaign wizard

So, first things first you need to be able to identify your campaign; so, you’ll need to name it. Then after that it’s all about the 'when's, the 'where's and the 'how's.

When do you want your campaign to run?

Set your campaign duration using the calendar. You can’t go back in time, but you can go as far forward as you like. There is no minimum duration per campaign. Well, except for one day - otherwise there isn’t really a campaign.

There’s no maximum either, but since you’re new we recommend bite-sized to begin with. 4 weeks is probably an ideal tester – go from there.

Where do you want your campaign to run?

Here’s where you enter the map. You choose exactly which screens, venue types or locations you’d like your campaign to run on.

Before you select, you might want to use filters to narrow down the types of screens that you’re looking for. You can also search for point of interest or specific boards or screen in our search bar. Almost anything that you can find on google maps can also be found on the CAASie map.

There’s a lot to digest within the map – but you can hand select each screen on its own, you can polygon select a region (draw your own shape) or you can select a radius around a point of interest. These screens are added to what is effectively your cart and you complete your selection by hitting the “save and continue” button.

How do you want your campaign to run?

Ok, now you’ve got your screens, you need to provide the rules for buying them. There are a few different things that we look at.

1. How much do you want to spend per ad play?

We call this a max cost-per-play (CPP), and what you’re saying is that for any ad that shows on your selected screens, you DO NOT want to spend more than e.g. 50 cents.

This means that you might pay anywhere between 5 cents and 50 cents, depending on the going rate of the screen at the exact point in time that your ad plays. Remember that the price will vary based on expected audience numbers at each time of the day, and the impact or value of the screen.

2. What times of day do you want your ads to be eligible to play?

You can set yourself a custom schedule that is designed to target your ideal audience. E.g. the tradie run, the school run, or the after-work work-out.  

This doesn’t guarantee any ads will play during your selected time periods – but it excludes all the other times. So, we refer to the chosen times as “active hours” – i.e. the hours in which your campaign will be active.

3. What’s your budget?

This is self-explanatory – it’s a total amount that you’re willing to spend for your set campaign duration.

4. Do you want to pace spend yourself?

This is an optional rule – in most cases CAASie will automatically pace your campaign for you, in such a way that you don’t spend all of your budget in lump sums. However, for extra control or to ensure that you maximise opportunities in campaigns that have short active windows – you might like to set your own pacing rules. You can do this by day or by hour.

Pacing is about spend – not the frequency of ad plays. However, the two are linked – the more budget you have to spend per hour, the more opportunities for ads to play per hour.

What ads/creatives/artworks do you want your campaign to run?

You were probably hanging out for this one, right? There is a place within the wizard to upload your artworks, however if this is your first time using CAASie, you might not have any ready yet.

This is an optional field within the wizard – you can skip it if you’re not ready. But I would recommend at this point that you download the list of technical/design specifications for the screens within your campaign.

If you have the ads ready, that’s great – you just drag and drop into the field or select from an existing gallery. But otherwise, we’ll do this step later. Just keep in mind that your campaign cannot run without ads.

Remember that this is all “global” settings. You can also edit any setting or effecting create exceptions to these rules later. So, with that in mind, let’s more to the next part of your campaign.

The campaign dashboard

Once you get to the end of your wizard, you’ll land in the dashboard for your new campaign. From now on, this is where you’ll communicate your rules or instructions to CAASie. It’s also where she’ll communicate your campaign’s performance and results.

Since this is a quick start article, I’m not going to go into enormous detail within the dashboard but let’s quickly cover the tabs.

1. Overview and spend.

As the name suggest, this is a really quick overview of your campaign, how much it’s spent and what’s remaining.

Since we’re looking at spend – if you need to change your budget or pacing settings – this is where you’ll do it.

2. Performance.

Here the primary thing you’ll be drawn to if your impression graph. This populates in real-time with any ad plays and approximately how many people may have seen your ad.

You can change the dates to view any time period, you can also click into any day to see the breakdown by hour. You can also view the graph by venue type.

If you want a very granular report, there’s also the option to download your results as a CSV file. This is where CAASie will record every single ad play – the screen that it landed on, the ad/creative that showed, the time that it showed, and how much it cost you (CPP) at that time.  

3. Schedule and max CPP.

Here are the global the rules that you’ve created for your campaign. You can edit them at any time. You can also change your end dates here.

There is also a small reporting section – your win rate. That’s on this page so that you can compare it against your max CPP and know that if your rate is too low (20% or less) your bid is also too low.

4. Artworks and boards.

Remember how I said that your campaign couldn’t run without ads? So, if you didn’t add them within the wizard, you can do it here. Once again, just drag and drop or select from an existing gallery. You can also change these ads at any point in your campaign.

Scrolling down you’ll see the ‘boards’ section and it’ll automatically be set to ‘map view’ for an overview of your screen/board selection.

Do you remember that I said you could make “exceptions” to some of your global rules? Switch over to the “table view” to do this.

In the artwork column and the bid column, you’ll see these little toggles. This is where you can create your exceptions to the global rules.

Let’s say for example that you had one screen that was significantly more expensive than the rest – you didn’t want pay more than 50cent for the others, but this one is worth $1.20 because it’s a great location. Toggle the override switch and then hit the manage button. You can now completely override both the schedule and bid price for this specific screen. This means that it can still be a part of your campaign – without risking spending too much on the other screens.

When you supply a global artwork, it’s automatically matched with the screens with those specs. However, if you had messages that vary by specific location – you might like to supply a different ad in that place. Using the same toggle and manage buttons, you can do that here as well.

Activate campaign!

At the bottom and top of every page within your campaign dashboard is a play button. Once you are happy with all the rules (and overrides), and your artworks are uploaded – you can go ahead and press play.

Your campaign will begin at the start date if all of these things are true;

1. End date is in the future.
2. Start date is in the past or present.
3. There’s a budget set.
4. Artworks have been provided.
5. Artworks have been approved (allow 48hrs).
6. You’ve pressed play.
7. There’s credit available in your account.

Note* not all artworks need to be uploaded or approved for the others to play

Taryn Syratt
A scientist-turned-CAASie-ist. Taryn is a natural-born introvert with no fear of awkwardness. She writes about all things CAASie, strategy and other interesting bits.
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