A clear campaign brief saves time for both advertiser and operator. It explains the business goal, the audience and the practical work needed before launch. You do not need a long presentation. A concise brief with the right facts is more useful than a large set of attractive but disconnected assets. Keep the final version with the campaign so later changes have a clear reference point.
Explain the commercial goal
State what you want people to know or do and which product, service or event is involved. Add the audience and useful geographic area. Choose a primary outcome you can observe. Avoid promising the operator a sales result they do not control; ask them to confirm the delivery that can support your goal.
Specify dates and constraints
Include the desired campaign start, end, relevant hours, artwork readiness and final approval contact. Explain any immovable deadline, such as an event date. Add the budget context and currency when requesting a proposal. These details help the operator distinguish a workable campaign from an attractive idea that cannot fit the schedule.
Provide the creative inputs
Share authorised brand assets, draft message, language and intended destination page. Request the operator’s exact format requirements before final production. Identify who will approve claims and who can authorise changes. Keep supporting documents in a controlled location rather than spreading competing creative versions across several messages.
Define evidence and response handling
Agree the delivery evidence and a contact for exceptions. Prepare the business to receive enquiries: the landing page should work and the follow-up should have an owner. Keep campaign-source labels consistent when measuring response. The brief should connect exposure with the work your company needs to do afterwards.
Your practical checklist
- Write one goal, audience and next action.
- Add dates, budget context and constraints.
- Request specifications before final creative.
- Assign approval and follow-up responsibility.
Frequently asked questions
Should the brief name a particular screen?
Name it when you have a preferred placement, but still ask for availability and suitability confirmation. You can also describe the audience and area to request relevant options.
What if the campaign changes?
Create a clear revised brief and confirm its effect on dates, artwork, delivery and cost. Do not assume a change is accepted because it appeared in an informal message.
Put the plan into practice
Explore currently listed advertising screens, prepare an authorised screen listing, or organise your company workspace. Confirm the actual inventory, delivery and supported connections before committing to a campaign.
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Further information: OnScreenNow. This guide offers practical planning guidance; specific availability, rules and services need confirmation for the campaign.