Each of Big Mobile's products belongs to one of the 5 Pillars.
For each of these product pillars there is a specific process for scheduling.
Determine which Product
The first step in the process is to look at each Line Item on the Insertion Order and determine "Which Pillar and Product it belongs to?"
- If the line item is assigned to a specific publisher then it is a "Sponsorship" "Site Buy" or a "Site Group Buy. This is Premium Pillar.
- All other products should be assigned to the publisher Big Mobile Network. NOTE: If they are not then there is a mistake in the IO.
- The Internal Notes will then contain one of the keywords: "ROC" "RON" "Profile+" "Places+" "Performance" or "Video"
- If these are not present then contact your BDM because it is a product that does not exist.
- The Ad Operations Product Guide contains a list of all of the available products in each of the pillars. It will show you:
- Where to schedule (AppNexus or other/managed service).
- The Direct VS RTB splits.
- The Product Reporting Labels.
Next we describe the details of scheduling products in the four pillars.
The Premium pillar contains dedicated site buys and sponsorships, plus our ROC and RON products.
Occur when a line item contains a specific publisher and the key words "Sponsorship."
The steps for scheduling a sponsorship are:
Occur when a line item contains a specific publisher and the key words "Site buy" or "Site Group Buy."
The Ad Ops Product Guide will tell you if a site buy can be scheduled in AppNexus or if it needs to be scheduled on another platform.
In AppNexus when setting the campaign you target "Direct" inventory and select the Publisher or Site from the available list.
Occur when a line item is for "Big Mobile Network" and contains the key word "ROC" followed by the specific product.
All of our ROC products are scheduled in AppNexus.
The Ad Ops Product Guide will tell you how each ROC product is broken up between Direct publishers and RTB Inventory.
- The split between Direct and RTB will change regularly, always check the Product Guide []
- The BDMs can select up to 3 ROC products on a Line Item. Please schedule individual line items for each ROC with a different Product Reporting Label.
- If the BDM has sold multiple ROCs you can choose to run only one of them. For example if they have sold "ROC: News ROC: Business" you can decide that because we presently have a shortage of Business Inventory you can run the campaign on NEWS only. The BDMs know that if they want guaranteed "ROC Business" then it needs to be a specific line item.
- Allocate the impressions or budget at the Line Item level and set daily pacing to "Pace Evenly."
- Put a "Product Label" on the Line Item.
- Create two campaigns below the Line Item and set their individual budgets to be "Custom" split as per the Ad Ops Product Guide.
- For each campaign choose the appropriate targeting template (Direct or RTB).
Occur when a line item contains a "Big Mobile Network" and the key word "RON."
RON products are either split between Direct and RTB or entirely Direct.
When the Internal Notes say "Premium RON" then is is to be scheduled against our Direct inventory only.
Occur when a line item is set to "Big Mobile Network" and the contains key word "Profile+" followed by the specific product.
Like ROC products, profile+ products are a mixture of direct and RTB inventory. The split between the two can be found in the Ad Op Product Guide.
The scheduling process is very similar, but there are additional requirements.
- Profile+ Line Items require a dedicated piece of creative with a segment pixel added on the 'view' action.
- Profile+ Line Items can have 4 or more campaigns each using different targeting.
The Scheduling Process
- Upload dedicated creative for each Profile+ Line Item.
- Attach the Profile+ Segment pixel to the view event.
- Create a Line Item with budget and Product Reporting Label
- Use the Ad Ops Product Guide to determine how to split between Direct and RTB Templates.
- Set up one campaign for each template you will use.
- If your Profile+ campaign is under-delivering you should first try the options in the Under-Delivery guide.
- If you eventually need to open up the campaign for the sake of delivery: YOU MUST REMOVE THE SEGMENT PIXEL FROM THE CREATIVE.
Roy Morgan Helix segments have their own set of targeting templates.
The name of the desired Helix Persona will appear in the internal notes of an IO.
You should only have one Helix segment per Line Item. More than one is a salsa mistake.
All Helix segments have a Direct template.
Some helix segments also have a [Segment] template which you can run on RTB inventory.
Check the Ad Ops product guide for the reporting label.
If the get an IO with the keywords "Profile+Custom" then you will need to check with the BDM to find out who authorized the Custom targeting (Usually Scot or Hawk).
A Custom Profile+ could involve Optus managed campaigns, Roy Morgan segment targeting, or a bespoke targeting solution. Each case will be different.
Places+ campaigns are currently scheduled using Millenial by passing them a list of Lat-Longs.
If you are given a list of addresses or a spreadsheet of locations that need to be targeted, you will need to contact Scot Liddell to have the tech team convert it into a set of Lat Longs.
Performance campaigns fall into one of four types: "Standard" "Ringfence" "App Download" or "Category"
- "Standard" means that we run just using the Blacklist Template.
- "Ringfence" means that we run just using the WhiteList Template.
- "App Download" campaigns are run using an external managed service. Please contact Scot Liddell.
- "Category" means that we use run the AppNexus internal categorisation.
A category performance product will be obvious because:
- The payment terms are CPC or CPO (making it performance)
- The notes will indicate that it should be targeted to a particular category of inventory i.e Sports, or News.
To schedule a Performance Category you do the following
- Use the Blacklist template.
- Modify the Inventory targeting and select the most appropriate Universal Category.
- Apply the Performance Category Reporting Label.
For all performance campaigns you are free to make use of the various templates for improving either CTR or eCPC.
See the Optimizing Delivery page for more information about optimization.
[Scot Liddell to complete this section]
Product Reporting Labels
Product Reporting Labels allow us to report on which products are performing and which are not, hence these labels are CRITICAL.
Product Reporting Labels are included in the Line Items of all campaigns scheduled in AppNexus.
When editing the Line Item, below the reporting labels section you will find a field called "Line Item Type." Copy the product label from the Ad Ops Spreadsheet into this field.
The Screen Shot Below shows where the Product Reporting Labels are placed in AppNexus.
Opening Up A Campaign
If your campaign is under delivering and you need to remove some of the targeting, so that it will stop being one product and become another.
You have a ROC-Fashion campaign that does not deliver and you are changing it to RON so it will deliver.
You should do the following:
- Edit the Line Item and change the Reporting Label to the new product
- Deactivate the running Campaign or Campaigns.
- Duplicating the campaigns and make the change to the new product
- Activate the the new campaigns
NOTE: If the product you are deactivating is a Profile+ Product, you need to remove the segment pixel, or chose a version of the creative that does not have the segment pixel.
This page written by Hawkeye