# How campaigns work: playback strategies, touch-points and status

> Understand what a campaign is made of, what the playback strategy pills and status values on the Campaigns list mean, and what each campaign tab controls.

Explanation · Launching Campaigns › Create and run campaigns · Last updated 17 September 2026

URL: https://personalisationhub.com/support-centre/launching-campaigns/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](https://personalisationhub.com/support-centre/launching-campaigns/launch-a-new-campaign/) |
| **Targeting** | The AND/OR rules that decide where and for whom the campaign is eligible to play | [Target a campaign](https://personalisationhub.com/support-centre/launching-campaigns/target-a-campaign/) |
| **Scheduling** | When the campaign plays: fixed times, repeat patterns or each store's opening hours | [Schedule a campaign](https://personalisationhub.com/support-centre/launching-campaigns/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](https://personalisationhub.com/support-centre/launching-campaigns/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](https://personalisationhub.com/support-centre/launching-campaigns/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](https://personalisationhub.com/support-centre/launching-campaigns/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?](https://personalisationhub.com/support-centre/personalisation-and-ai/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](https://personalisationhub.com/support-centre/launching-campaigns/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](https://personalisationhub.com/support-centre/digital-signage/configure-campaign-playback-monitoring/).

## Related

- [Launch a new campaign](https://personalisationhub.com/support-centre/launching-campaigns/launch-a-new-campaign/)
- [How displays and devices work in Personalisation Hub](https://personalisationhub.com/support-centre/digital-signage/how-displays-and-devices-work-in-personalisation-hub/)
- [What are triggered campaigns?](https://personalisationhub.com/support-centre/personalisation-and-ai/what-are-triggered-campaigns/)
- [Glossary](https://personalisationhub.com/support-centre/getting-started/glossary/)