Optimizing creative delivery

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Weborama campaign management allows optimizing the creative delivery based on different criteria you can manage from the Targeting View accessible from the dashboard

USER INTERFACE

  • Example of the targeting view based on a selection of “Work on Insertion”
    If you want to use Work on Insertion to edit/assign targeting options, it means that you will need to do it for each insertion and even if the creative is the same for several insertions within the same campaign
  • Example of the targeting view based on the selection of “Work on Creative”
    If you want to use Work on Creative to edit/assign targeting options, it means that you will do it at the creative level regardless the insertion(s) to which the creative has been assigned

DIFFERENT CREATIVE OPTIMIZATION OPTIONS

The purpose of these rules is to optimize the performance of the campaign using:

  • The frequency of delivery for creatives within the same insertion (weight)
  • A rotating sequence of different creatives
  • User exposure (time, browser, geolocation), profile and prior actions on the advertiser’s site to determine the delivery of different creatives (retargeting)

You can set the following options for each creative within an insertion. Click on the links to open the configuration panels:

Weight and Sequence

Weight:

  • This option sets the weight (or share of voice) of creatives in terms of delivery volume:
  • Click on the stars to select a value (1 Star = 25, 2 stars = 50, 3 stars = 75, 4 stars = 100) or enter a custom value (200 maximum).
  • The stars are colored according to the set value. (If you entered a value greater than 100, all 4 stars will be colored. To return to exactly 100, you must enter the value manually).

Sequence:

  • This option sets the order in which creatives are served in the case of repetitive exposure.
  • You can set: an accurate impression (the creative is served after a set number of exposures )
  • An impression range (the creative is served within an interval of exposures). A minimum or maximum number of impression (up to the nth exposure or starting from the the nth exposure)
    (This option is based on information stored in user cookies).
  • If a sequence is defined for the creative, then weight is not applied.

Scheduling

  • This option sets the dates, hours and days on which the creatives are delivered.

System

  • This option sets which browsers the creative will be served on.

Geolocation

  • This option defines which country and which regions (only available for France, the UK, the Netherlands, Belgium, Germany, Switzerland, Italy, Spain and Portugal) the creative will be delivered to. (Geolocation is determined using the user’s IP address).

Profile:

  • This option defines the user profile you would like to target in terms of gender, age and profession. (This option uses cookies and is based on exclusive behavioral patterns developed by Weborama).

Retargeting:

  • This option sets a number of user actions expected on the advertiser’s site prior to serving the creative.
  • Ad serving can be contingent on:
    • Visiting one of the selected site sections or subsections
    • A conversion on one of the selected conversion pages
    • Visiting one of the stages of the selected funnel
  • The execution of any other action stored in the user’s cookie (advanced ‘free cookie’ option: set the cookie key and value.) (This option is based on information stored in user cookies).

IMPORTANT:

  • For retargeting, please contact your local support to retrieve the tags to collect cookie pools
  • For retargeting, only 1 retargeting criteria can be choosen even if you can already select several ones in the user interface

ADDITIONAL INFORMATION

  • Weight, Sequence, Scheduling, System, Geolocation, Profile and Retargeting options can only apply if automatic optimization is not enabled on the insertion and if at least two creatives are active over the insertion (status =Play)
  • These options are not available for creatives made up of several ad positions.
  • It is recommended to set a generic default creative for the insertion before configuring these options on creatives.
  • All creatives used in targets/storyboards must be assigned to the insertion. You can quickly assign different creatives to several insertions by selecting them in the Work on Insertions view and then going to the “assign creatives” tab.

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