Campaign management treats content as time-bound campaigns rather than loose assets: planned, approved, scheduled across a set of locations, and retired as a unit. The unit is what matters: a campaign is many assets across many screens with one start and one end.
It becomes necessary the moment more than one person publishes. Without it, content accumulates: nobody is sure why an asset is playing, who approved it, or when it should stop, and the loop grows until it is too long for anyone to see the whole thing.
The caveat is that the retirement half is the half that gets skipped. Launching is exciting and scheduled carefully; ending is administrative and forgotten, which is why networks show expired promotions. Every campaign needs an end date at creation, not as a later task.
The second requirement is approval that matches the organisation. If a local manager can publish to their own site but a national campaign needs sign-off, the tool has to express that, or the process moves to email and the audit trail disappears.