How campaigns work: playback strategies, touch-points and status
A campaign in Personalisation Hub is 1 brief, 1 set of targeting rules, 1 set of schedules and 1 set of creative assets. It launches across every touch-point it is enabled on. You manage campaigns in HQ Admin under Campaigns, and the same rules apply whether the campaign plays on a digital signage display, a mobile store site or your website.
What a campaign contains
Every campaign starts from Launch a New Campaign, with the brief written by the AI assistant from a typed or spoken description, or by hand. Each campaign then opens on 5 tabs. Each tab owns 1 part of the campaign, so a change in 1 place applies to every touch-point.
| Tab | What it controls | Article |
|---|---|---|
| Campaign Brief | Name, details, landing page URL, promoted products and SKUs, target audiences, objective, and the touch-points and playlists the campaign is enabled on | Launch a new campaign |
| Targeting | The AND/OR rules that decide where and for whom the campaign is eligible to play | Target a campaign |
| Scheduling | When the campaign plays: fixed times, repeat patterns or each store's opening hours | Schedule a campaign |
| Storyboard & Copy | Headline, sub-headline, body, CTA and legal copy, plus the scenes for an image or video campaign | Generate storyboard, copy and creative with AI |
| Creative | The asset for each enabled playlist, onsite banners, and the call to action and interaction settings for mobile store sites | Add a campaign to play on a digital signage display |
The activation toggle next to Status at the top right of every tab decides whether the campaign is eligible to play at all. See Activate or deactivate a campaign.
Touch-points
A touch-point is a channel the campaign can appear on. The ENABLED TOUCH-POINT(S) section of the Campaign Brief lists 7, each with its own toggle:
- Website — turning it on asks for the Website pages/sections to play on.
- Mobile App
- Store Sites — asks for the Mobile Site Template(s) to play on.
- Digital Signage — asks for the Playlist(s) to play on. A display plays the playlist of its display type, so the playlist is what connects a campaign to a screen.
- QR-Control
- Staff Tablet
- AI Agents
The Campaigns list shows each campaign's enabled touch-points as icons with a green tick in the Enabled Touch-point(s) column, and its playlists in Playlist(s).
Playback strategies
Every row on the Campaigns list carries a Playback Strategy pill. The pill describes how the campaign gets on screen, and it is also a filter on the list.
| Strategy | How the campaign plays |
|---|---|
| ON ROTATION | Plays in the normal rotation of every playlist it is enabled on, with nothing restricting it. With no schedule, an activated campaign runs continuously. |
| SCHEDULED | Plays only inside the schedules on its Scheduling tab, for example lunchtime every day or whenever the store is open. |
| TARGETED | Plays only where its targeting rules match: visitor or customer data, queueing data, or recent interactions. |
| LOCALISED | Plays only in stores or on displays that match store or location data such as store segments, display tags or staff languages. |
| TRIGGERED | Plays when a real-time event matches: a visitor scanning the QR code on a display, an AI agent interaction, or a match against connected customer or decisioning data. Triggered campaigns wait in a repository until something calls them. |
The Displays & Devices list uses the same distinction in its footer key: On Rotation and Triggered Campaigns. For the background to triggered campaigns, see What are triggered campaigns?.
What targeting can use
Targeting rules are built from a data source, a variable, an operator and 1 or more values. The data sources seen in the platform are:
- Store / Location Data — fixed and variable store segments, display tags, and the languages spoken by staff on shift.
- Queueing / Aggregate Visitor Data — the reasons visitors in the queue are waiting, as a percentage of everyone in store.
- Visitor / Customer Data — attributes of an identified visitor, or of passers-by detected by computer vision, such as gender.
Rules within a group are combined with OR; groups are combined with AND. The Localise campaigns articles walk through each variable in turn, starting with Localise campaigns with store segments.
Status values
The Status column on the Campaigns list combines 3 things: whether the activation toggle is on, whether the campaign has schedules, and whether it is playing right now. The filter offers these values:
- Draft
- Not Activated and Not Activated - Scheduled — the activation toggle is off.
- Activated — the toggle is on. The campaign detail page can also show Activated - Not Running.
- Live and Not Running — whether the campaign is currently playing.
- Scheduled - Live and Scheduled - Not Live — the campaign has schedules, and is inside or outside them.
An on-rotation campaign that stops appearing in its channel can be marked inactive automatically by the rules under Platform Admin → Campaign Monitoring Settings. See Configure campaign playback monitoring.
Related
Last updated 17 September 2026
