Monday, July 11, 2022

Campaigns - ATV, CTV & OTT Advertising




AppSumo 
  • Purchase apps at better prices 
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  • Google Ads Manager: Double Click Ads Exchange 
    • AdExchange Programmatic - Google ADX
    • Demand Side Platforms ( DSP )
      • Adwords - advertise space
    • Supply Side Platforms ( SSP )
      • Adsense - displays content-based ads 
    • Delivery 
      • Orders, Line items (Display / Video), Creatives, Native, Delivery Tools
    • Inventory 
      • Ad units, Mobile apps, Key Values, Targeting Presets, Traffic Forecasts, Network Settings
      • AD UNITS: An ad unit is one or more Google ads displayed as a result of one piece of the AdSense ad code. You can create, customize and manage ad units on the Ads page in your AdSense account
        • Settings, Line Items, Tags (Google Publisher Tag, Mobile Application Tag, AMP Tag)
        • *CODE IMPLEMENTING: Document Header/Body -- COPY CODE (+code to blogs/ad)
          • CMS: WP Settings "insert headers/footers," "Themes / Editor," Appearance "widgets [within calendars] -> Move right sidebar"
          • 6 Ads [1,2,3 - Batch 1][4,5,6 - Batch 2]
          • Contingency Removal of Ads: Last 7-day performances
    • Protections 
    • Reporting 
      • Reports,Templates, Expierements
      • Reports: +Ad Units, Metrics
    • Admin 
  • _
  • AMP - Mobile compatibility across all devices 



Advanced Television (ATV) 



Connected TV (CTV)


Over-The-Top (OTT)


Ad management
  • Prevent cross-media ad displays via Google Ads Search Network disabled option and Facebook Partner network in Facebook Ads. 

AdNetwork
  • List of websites/apps by the reseller 
  • Google Display Network (GDN) - Have Blogs, setup with GDN, to publish ad space inventory 

AdExchange
  • Real-time bidding into ad space Buy/Sell
  • Google ADX


Audiences 
  • Affinity - Interest
  • In-Market - in the purchase process
Ad Sets
  • Facebook Limit: Similar pages, Remarketing Website Vistors,



Billing
  • Targeting 2 different audience segments 
    • Most expensive line item depending on the supplier ads

  • Campaign Manager CM360
    • Revenue Model CPM (Cost Per Mille THOUSAND), Ad Serving Fee (Standard Display/Rich Media/Video) 

Bidding 
  • Manual - small / startup business 
  • Automatic - big data 

Click Marco
  • Click Traffic & A string of text ${click_URL} in the tag in DV360 count clicks 
  • No 3rd Party Tags will DBM or DV360 count impressions - no

Creative Format 
  • awareness Rich Media / Video
  • Formats Display, Video, audio, Youtube, Mobile app Install, Gmail, Mobile ads 

Campaign
  • Facebook and Google ads: Identify performance UTM Tagging (landing page) Google Analytics, Qualified Leads tracked in CRM 
Click Through Rate (CTR)
  • low clicks: check viewability, changed/revise engagement, keyword relevant 

Cookies 
  • 1st User Direct Data stored from the browser 
  • 3rd Party Cross-site tracking, Retargeting, Ad Serving 
    • Personalization, Audience Engagement, Tracking & Measurements
      • Change Attribution Timelines, Behavioral, targeting Ad retargeting, Frequency Capping, Audience Extensions (to publish audiences), View Through attribution (user Journey Tracking / Events) 

  • Paywalls: blocked Content until paid 
  • Change Measurements to sales/time %
  • DSP 1st cookies, People-based IDs, Development IDs
  • Googles Test Sandbox: API privacy ad tracking 
    • Solutions 
      • Comscore's Predictive Analysis - Predictive Audiences, Consumer behavior OTT, automated purchase, non-FRC 
      • LiveRamp Autentificated Traffic Solution (ATS) - Connect Publisher back to match libraries with new identifiers. 
      • Trade desk - Open Source, Users provide email addresses for opt-in 
    • Audit, 1st party data (work with DMP for DSP), PMP's Market place connections, Audience engagement metrics,  Probabilistic data (contrast audiences) 

Data Security and Privacy 
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  • GDPR: European traffic and data collection 
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Ads.Txt (Programmatic)
  • Authorized Digitial Sellers - TextFile added into website owners backend
  • Helps Buyers check the validity of Inventory purchased
  • Website/ads.txt
  • Authorized sellers inventory 
  • Internet Advertising Bureau (IAB) 
  • Brand Saftey
    • Buy inventory on poor-quality websites or competitor

Data Management Platform (DMP)
  • 1st/3rd Party data organize (cookies, Device ID's - Google Advertising ID (GAID), Apple IDFA )
  • Oracle BlueKai, Lotame, Exelate 

Dynamic Video (DV360)
  • Reach, Adv Targeting, 3rd part Ad Servers, DMP, Deals

Impressions 
  • Viewport: display 50% 1 second, Video 50% 2 seconds, 

Keywords 
  • Search Ads same Broad and Exact Match

Line Items
  • Not deliver/serve impressions



Mobile Measurement Partners (MMP) 
  • Tools: Adjust, AppsFlyer, Branch, Kochava
  • Attribution Model, Deep/Dynamics Links (redirect to stores), Prvenet/Report fraud, report post-install activity

Open Exchange Campaigns 
  • Preview Tool - Screenshot 




Microsoft Ads 
  • Reviews Extension 
    • free to use extension because 3rd party 


  1. MS Ads: Ads & Extensions - Extensions / Dropdown "review extensions" 
  2. Create New & Create new Review Ad Extensions 
  3. Create on an Account level, Campaign, or Ad Group 
  4. Deeper level = more priority 



  • Free: Show individual behavior data/reporting 
  • Create Project - Tracking Code, Third party, Share Codes 
  • Recordings: Exact session recording 
  • Heat Maps -  




Prorgammatic Advertising
  • Buy/Sell Add inventory /Ad Units 
  • Advertisers run campaigns Use DSP/DMP (plugin audiences bid AD create ads) to connect ad exchange 
  • Publishers SSP - connect with Ad Exchange 


Pixels
  • Developer - Google Ads manager "floodlight tags"
  • Global Site Tag / IFrame - All pages or from events
  • Tag Manager and check performance with Tag Assistant (Google Tag Assitant Legacy - EXT) [Match Floodlight IDs)
  • ETORO software 






Stakeholders Programmatic Ecosystem 
  • Trad desk - 
  • DSP - Adobe 
  • SSP - Google Ads Manager 
  • Publishers - Facebook, CNN
  • Ad Servers - Appier, Amobee 
  • Delivery Systems/Analytics - Adobe, Oracle, Google Marketing Platform
  • Data Provider - Oracle, Lotame, SalesForce

 
SDFC 
  • Salesforce
  • Salesforce Advertising Studio is a campaign management and CRM targeting solution for digital marketing campaigns. It's a part of the Salesforce Marketing Cloud suite, making it perfect for customer-centric marketing strategies. It helps you get the most value out of the CRM data you collect.

Test 
  • 3rd Party Tags & Landing Page - JSBIN.com

Targeting 
  • DV360: Viewability, Exchange, Custom/3rd party Audiences, Contextual, Ads.txt, Deals, Environment, Ad&Fraud Saftey
  • Target Expansion DV360: More reach, cookie override, audio/display/video (~2000 Audiences)


Youtube Campaign
  • No need to own a channel, need a YT link, Post Unlisted for not being on their account 


Scenario 
  • $15K campaign 
  • $10K budget IO Level 
  • 3 line items at $5K each 
  • Total campaign amount spending: Campain for reporting/progression, line item spending ends at campaign budget























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