Pacing and delivery: keeping a campaign on track

Two weeks into a six-week flight, the delivery report shows the campaign at about a quarter of its planned plays. It should be closer to a third. Is that a problem? Campaign pacing is the practice of tracking delivery against plan over the course of a flight, so issues are caught while there's still time to fix them. For in-store media, pacing depends on screens being live, stores being open and creative running as scheduled.

A pacing report is a tool for decisions, not a scorecard.

What does pacing mean?

Pacing compares actual delivery with expected delivery at a point in the flight. If a campaign is booked for a set number of plays or impressions over six weeks, and delivery is expected to be roughly even, then after two weeks it should be about a third of the way through.

On pace means delivery matches the plan. Under-pacing means delivery is behind. Over-pacing means delivery is ahead, which can mean the budget or inventory runs out early.

Pacing doesn't have to be even. Some campaigns are planned to deliver more at the start, around a launch, or toward the end, before a holiday. The expected curve should match the plan, and the report should measure against that curve.

A pacing report usually shows delivery to date, planned delivery to date and the gap between them. Some also project whether the campaign will finish on target at the current rate. That projection is useful, as long as it's treated as an estimate.

Why does DOOH pacing vary?

Because physical screens depend on physical conditions. A screen that's switched off, disconnected or damaged doesn't deliver. A store that closes for a day, or for a remodel, drops out.

Store hours matter. Stores open longer hours offer more delivery time. If a campaign's store list skews toward stores with shorter hours, delivery may run slower than a simple average suggests.

Creative issues matter. If a file fails review or is delivered late, the campaign may start behind.

And scheduling matters. How often the ad plays in rotation, and whether the rotation changes during the flight, affects delivery. General principles of planning an advertising campaign include monitoring for exactly these issues.

What should you do when a campaign under-paces?

Find the cause first. Ask the network which stores or screens are behind and why. A few offline screens is a different problem from a creative that never went live.

Fix what can be fixed. Screens can be repaired or reconnected. Creative can be resubmitted. Store lists can sometimes be adjusted.

Consider extending. If the shortfall can't be made up within the flight, extending the end date may be an option. Discuss it with the network.

Record it. Whatever the outcome, note the delivery shortfall in the wrap report. Results from an under-delivered campaign need to be read with that in mind.

How often should pacing be reviewed?

Early, and then regularly. The first check should come within the first few days, to confirm the campaign launched as planned. After that, weekly reviews catch most issues in time to act.

Agree on the report format before launch. Know what the network will report, how often and at what level of detail: by market, by store or by screen. Ask the NRS Digital Media team what delivery reporting your campaign can use.

Set thresholds. Decide in advance what level of under-pacing triggers a conversation. That keeps small fluctuations from causing alarm and makes sure real problems get attention.

Share pacing with the people who need it. Brand, agency and sales teams may all want to know if delivery in a key market is behind, especially when a launch or promotion depends on it. More about the network is on the NRS Digital Media site.