DOOH content consists of advertisements that appear on your screens at specific times.
To play these advertisements, you need:
DOOH spots
DOOH spots are the advertisements that you want to play.
You can create DOOH spots inside or outside of IXM One.
You can add DOOH spots to your booking items.
The system automatically assigns spots added to booking items to the DOOH playlist.
DOOH playlist
Consider the DOOH playlist as a pool for DOOH spots rather than a normal playlist.
You have to create one DOOH playlist in your network.
You don't have to fill this playlist, the system automatically assigns all spots that you add to booking items to it.
To run DOOH content, this DOOH playlist must be assigned to all players that you want to play the ads.
DOOH program scheme
In addition to the DOOH playlist, you must create a program scheme and a standard playlist that contains filler content.
Fillers are standard spots that are displayed in between DOOH spots, if your bookings don't use up the whole playback time.
If air time is left on a player and no other DOOH spot needs to be played back, you can also configure the player to play a randomly picked DOOH spot.
All types of DOOH spots regardless of playout can be filler spots, except spots with live tags.
Manage the playout
You can control which advertisements is played, how often, and how to fill gaps.
Specify the playout
The DOOH playlist doesn't specify the order in which spots run. Instead, you can specify parameters for DOOH content to calculate how often the spots run.
These parameters include:
Frequency like every 120 seconds
Live tags like only if the weather is sunny
Number of playbacks like 20 times per day
Share of voice like ten percent of the advertising airtime
You can specify the playout in even more detail by combining multiple parameters such as only from 10:00 until 14:00, only on Mondays and Tuesdays, or only on a specific group of screens.
Example: Playbacks based on frequency
The frequency parameter specifies the frequency of spot playbacks.
In this example, you've set it to every 120 seconds.
The player plays the ad every 120 seconds as soon as the currently running filler spot has finished.
After the ad has been played, the filler playlist continues.
System calculation
If filler content is too long or other advertisements lead to a delay of the playback, the system recalculates the frequency.
The system can reduce frequency for a specific advertisement as it always considers the correct number of playbacks for each advertisement.
Fill airtime and gaps
In DOOH networks, you can use your standard content as filler content.
Standard spots are displayed in between DOOH spots.
This comes in handy, when your DOOH spots don't use up the whole playbacktime.
Set the airtime
You can specify the percentage of air time reserved for DOOH and standard content for a whole network, an individual player, or a location.
For example, if you reserve 80 percent for DOOH spots, 20 percent of the air time is reserved for standard spots.
Mark priority content
If you've sold a lot of advertisement time, conflicts may occur.
The system always tries to show every ad at the specified rate, but it's possible that the time between playbacks varies.
If you want to play an ad at a specified frequency with a high probability, you can give it a higher priority than other ads. The system plays spots with a higher priority first.
You can work with three priority levels:
High priority plays spots at a guaranteed frequency.
Medium priority plays ads at a standard frequency.
Low priority plays ads if time slots are left. Use this priority for "budget" ads that you sell at a lower price. These ads are only played if enough airtime is available.
Play programmatic ads with live tags
IXM One supports programmatic ads that it plays based on real-time conditions.
You can create these conditions via a data source that provides information like weather data or sensor data and that you assign to the spot.
For example, you can specify the following real-time conditions:
Weather conditions: Play the ad only if its sunny and more than 26 degrees Celsius outside, based on data from a weather data provider.
Target audience: Play the ad only when at least one female person in the age range of 30 to 40 years is standing in front of the screen, based on data from a camera sensor.
Information system: Play the ad only when a flight to London will depart in the next 90 minutes, based on information from a flight information system.
Mixed content
You can mix programmatic ads and other DOOH spots.
If all DOOH spots have the same priority level, the system prioritizes programmatic spots based on real-time conditions.