Understand campaign kinds

The CAP Explorer has two campaign kinds. They differ in when a C.A.P. screen shows your visual.

	Loop-based campaign	Contact-based campaign
In the CAP Explorer	Loop-based Campaigns	Contact-based Campaigns
When does the visual run?	One after another in a fixed loop, regardless of who is in front of the screen	Only on an ad contact, that is when an RFID-tagged trolley or basket passes the screen
Sound	Without sound	With sound. Without sound is possible, but not recommended for good campaign results
Reports	No dashboards. A loop report is available on request.	Impressions dashboard and Performance dashboard in the CAP Explorer
Types	Commercial or Unlimited, plus Programmatic	Commercial or Unlimited
Programmatic	Yes	No

Which campaign kind fits?

Loop-based campaignLoop-based Campaigns

• Plays in the loop, alternating with other visuals, even when nobody passes by.
• Without sound. Images and videos are possible.
• No dashboards. A loop report is available on request.

Loop-based campaigns at a glance

Contact-based campaignContact-based Campaigns

• Plays only when an RFID-tagged trolley or basket passes the C.A.P. screen, then with sound.
• Videos only (.mp4).
• With Impressions and Performance dashboards as proof of impact.

Contact-based campaigns at a glance

Which campaign kinds and types your account can use is agreed with Cyreen.

Loop-based campaigns

The visuals run one after another in a fixed loop and without sound. How a loop is built and how much room your account has in it is described in Loop-based campaigns at a glance.

If there is no content at all on the system or there is a system error (for example no internet), the screen shows fallback content. Cyreen defines it, and only Cyreen makes changes.

Commercial, Unlimited and Programmatic

When you create a campaign, you choose a type. Depending on the agreement with Cyreen, only one may be available.

	Commercial	Unlimited
Playout guaranteed	Yes, one playout per loop	No, only if capacity is free
With free capacity	One playout per loop	Can run several times per loop
Priority	Before Programmatic and Unlimited	After Commercial and Programmatic
Number of visuals	Own limit for Commercial	Own limit for Unlimited

There is also Programmatic. You do not book these visuals yourself, see Programmatic advertising in the loop.

1Step 1: Commercial 2Step 2: Programmatic 3Step 3: Unlimited 4Step 4: Fallback

Play again

Store with campaigns

1. P
2. C2
3. U1
4. C1
5. P
6. U2
7. C3
8. U1

No content on the system or system error

1. Fallback
2. Fallback
3. Fallback
4. Fallback
5. Fallback
6. Fallback
7. Fallback
8. Fallback

• Commercial
• Programmatic
• Unlimited
• Fallback
• Example with 8 slots per cycle. The order of the slots is not fixed.

A loop is filled in this order of priority: first, every Commercial visual gets one guaranteed slot per cycle, then Programmatic follows, if it is enabled for the store. Unlimited visuals fill the remaining slots, chosen at random and also more than once. The order of the slots in the loop is not fixed. The only certainty is that all Commercial visuals and then the Programmatic visuals are played. The fallback plays if there is no content at all on the system or if there is a system error, for example no internet connection. Cyreen and the retailer set the number of slots in a loop for each store.

Programmatic advertising in the loop

Programmatic advertising is booked in the partner portal of the Cyreen programmatic partner, not in the CAP Explorer. A programmatic booking also appears nowhere within the CAP Explorer: not in the campaign list, among the visuals, in the reports or in the capacity per store (Store Availability).

Bookingin the partner portal→Requestthe C.A.P. screen requests a programmatic playout→Playoutin the loop, without sound

• Number of slots in the loop: Cyreen agrees with each retailer how many slots programmatic gets in the loop. This room applies equally to all stores of a retailer. It sets how often the C.A.P. system makes a programmatic request. The more room, the more often programmatic visuals run.
• Order: Programmatic comes after the Commercial visuals and before Unlimited, if it is enabled for the store.
• Playout: The programmatic booking via the partner portal controls which visual runs when.
• If no programmatic campaign is running: If no programmatic campaign is currently booked, the requests of the C.A.P. system stay unanswered. No programmatic visual then plays in this place.

Your Cyreen contact answers questions about programmatic.

Reports for loop-based campaigns

A playout in the loop is not linked to a purchase. This is why there is no Impressions dashboard and no Performance dashboard for loop-based campaigns.

• Loop report: On request through report@cyreen.de, Cyreen compares the campaign period with a period before and a period after. Who can request the loop report is described in Reports at a glance.
• Programmatic: Proof of impressions is available through the platform of the programmatic partner.

Contact-based campaigns

The visuals only run on an ad contact, and then with sound. An ad contact happens when an RFID-tagged trolley or basket passes the C.A.P. screen.

Contact-based campaigns make closed-loop measurement possible: every ad contact is linked to the purchase at the checkout. This is the only reason why there are Impressions and Performance dashboards here as proof of impact. How to proceed is described in Contact-based campaigns overview.

1Step 1: Detect 2Step 2: Play 3Step 3: Link 4Step 4: Evaluate

Play again

1. Trolley or basket detected The RFID-tagged trolley or basket is detected anonymously.
2. Ad contact The visual starts with sound as soon as the trolley or basket is near the C.A.P. screen.
3. Purchase assigned At the checkout, the purchase is assigned to the ad contact.
4. In the dashboard Impressions and impact appear in the dashboard.

An RFID-tagged trolley or basket is detected anonymously. When it comes near the C.A.P. screen, the visual starts with sound: this is an ad contact. At the checkout, the purchase is assigned to this ad contact. The number of ad contacts is called impressions. It appears in the dashboard together with the impact.

Commercial and Unlimited

When you create a campaign, you choose a type. Depending on the agreement with Cyreen, only one may be available.

	Commercial	Unlimited
Playout guaranteed	Yes	No, only if there is free capacity that Commercial visuals do not use
Contact target (impressions)	Yes	No
Distribution over the run time	By the expected number of shoppers: the visual plays more often when many shoppers are in the store, spread over the whole run time	Uneven, depending on free capacity
Optimized playout (for example by weekday or time of day)	Yes	No
Bookable programmatically	No	No
Impressions and Performance dashboard	Yes	Yes

On every ad contact, the system chooses which visual runs:

• Commercial visuals have priority. Their chance depends on the booked impressions: a visual with twice as many booked impressions is shown about twice as often. A visual that is behind its target is preferred.
• Unlimited visuals run on the free contacts. 1 % of the contacts always stays free, in all stores with the latest in-store update, so that they can run too. An Unlimited visual is not mandatory: a contact-based campaign can also have Commercial visuals only.

Cyreen forecasts how many shoppers will be in the store and distributes the booked impressions accordingly. This way the target is reached as well as possible over the whole run time.

Trolley or basket at the C.A.P. screenone ad contact→Commercialweighted by booked impressionsorUnlimitedon the free contacts

Not every contact triggers a visual

Example: if the Commercial visuals in a store fill half of the reach and there are no Unlimited visuals, no contact-based advertising is played on every second contact with the C.A.P. screen.