Ad Operations (Ad Ops) is a job that people outside the digital advertising industry aren’t that much familiar with. A quick explanation of Ad Ops could be: “They run digital campaigns for advertisers”, but it can prompt a variety of questions: do they sell ads? Build the creatives? Design the ads? The answers to all of these is no. So what does Ad Ops do?
In short, at a company like RITS Ads, Ad Ops takes the order and details from clients to build the parameters for an ad campaign that meets their goal. Once a campaign launches, we check how well we’re meeting client needs, and modify details of a campaign to improve campaign performance.
As a wise man once told, “if you’re failing to plan, you’re planning to fail,” so lets take a look at how to set up a successful campaign before we deliver a single impression.
Before Campaign Launch remember this 4 Tips
- Clearly define your goals. What is “success” to your client? If they’re looking at branding or website visits, you’ll be optimizing toward CTR (click through rates), but is there a specific rate the client expects? Viewability is an increasingly popular goal, but high viewability doesn’t necessarily mean a high CTR, CPA (cost per acquisition), or return on advertising spend, and methods that help a campaign hit one goal might hurt its ability to hit another. Is there an exact number an advertiser is looking to hit in terms of CPA? Is the client running with multiple partners on the same campaign to see which does best, and if so what are the criteria for success the client is looking for? Clearly articulated goals help the entire team set up for success.
- Set expectations with everyone. The client. Your team. Yourself. What turnaround time does a campaign have to launch? It takes time to set up a campaign correctly and think through all options. For now, Ad Ops is still (mostly) comprised of humans, and sometimes humans make mistakes. The likelihood of oversight increases when speed is prioritized over process. So if there’s a specific launch date, work backwards to set deadlines. If it’s “ASAP,” communicate a launch time based on when all paperwork and assets are received. Are there campaign goals that seem unrealistic or contradictory? Are there limitations to current technology or compatibility for which we’ve got workarounds? Communicating realistic restrictions helps everyone not only set up for success, but also helps assure the client and your team that they’re in good hands. Talk to your team, ask questions, listen to responses. After a call or conversation, recap the discussion in writing to make sure all deadlines, next steps, and project owners are understood. The more you can do to keep the people involved in your success in the loop, the more opportunity the entire team has to thrive.
- Pixel Tag: One big advantage to running programmatic ad campaigns is the ability to track and target users based on previous behaviors and site visits. This ability comes in part from creating individual pixels which the client can place on their sites, and based on those pixel fires, RITS Ads’s system can generate learnings to help us build audiences which can later be retargeted. The more time a pixel has to record data, the larger the audience will be by the time the campaign is ready to launch.
- Quality of Campaign. Before sending your campaign out for a peer review, or out to sales to confirm the setup is in line with client goals, double check your own work. A programmatic ad campaign may have hundreds of moving pieces, and no one is going to know it better than the Ad Ops lead on the account. Save time in the review process by giving yourself a chance to catch any last questions or issues.
These tips should help your campaign get off to a good start for sure.
Ad Ops Team,
It is saying that shorter the video ad , better the completion rate. But for facebook the scenario may change. Kinetic Social tracked data based on 2 billion social ad impressions, including ad spending for all ad types on Facebook, across both desktop and mobile channels. Kinetic Social is a programmatic social media platform that delivers paid social ads.
According to the data, almost half (or 44%) of 30- to 60-second video ads on Facebook were viewed to completion. Meanwhile, those that ran 30 seconds or less saw a 26% completion rate. Interestingly, 2-minute or longer video ads had the second-best completion rate of 31%.
In a separate survey from Animoto, within the next 12 months, 70.8% of respondents said they plan to invest in social video ads overall, including ads to boost content. And Facebook is most likely to benefit from this intent; 65.8% of those who planned to do social video advertising planned to use it.
In 2013, the International Data Corporation (IDC) predicted that spending on RTB (real-time bidding) display advertising—one form of programmatic buying—would accelerate at a 59% compound annual growth rate through the year 2016, making it the fastest growing segment of digital advertising.
They were right. Bid It has also shifted marketers (and advertisers) to be technology and data driven experts, along with being brand champions and storytellers. Additionally, eMarketer predicts that in the US alone, programmatic ad spending will be over $20 billion in 2016, more than double the amount seen in 2014. In the UK, programmatic ad spending is expected to increase to over $4 billion in 2016, up from just under $3 billion in 2015.
The shift to programmatic tactics means a few things for marketers and the industry as a whole. In essence, it has validated and delivered against the need for datadriven, and accountable ROI-based media delivery. Additionally, it has enabled an efficient method for publishers to monetize core inventory. That said, some advertisers have struggled with premium inventory falling outside of the standard programmatic categories and are still being required to fulfill unique and exclusive campaign needs. Regardless, the entire programmatic category is seeing increased spending across the board due to its predictive yield and ROI for marketers and publishers alike, not to mention easy insertion processes and lower barriers to entry for most advertisers.
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Reporting discrepancies are common and expected when multiple systems are used in your line items. When DFP delivers line items that are hosted by RITS Ads or any third party server, reporting discrepancies between the two systems will occur, and it is common to see campaign variances of up to 20% and it is accepted by DFP users, even though internationally the acceptance rate is 10% only.
There are several reason for this reporting discrepancy between Openx and DFP report. You should consider the followings to investigate the reporting discrepancy:
- Latency: Lag between an initial line item request and the appearance of the creative can lead to differences in counts. For instance, a user will often navigate away after the browser receives the DFP line item request but before the third party responds with the requested line item, or a user may click on a link but navigate elsewhere before the landing page has loaded.
- Network connection and server reliability: A third-party ad server may fail briefly or encounter an issue that prevents it from logging an impression.
- Ad blockers: Ad blocking software can prevent the line item from being delivered by the third party after DFP has already counted an impression.
- Low impression goals: A small numerical discrepancy can cause a high percentage discrepancy if the line item delivered few total impressions. For example, if you have a campaign delivering 100 impressions per day, a single-day discrepancy of 30 impressions will lead to a single-day discrepancy of 30% even though the actual number of missed impressions is low.
- Tracking methodologies: DFP counts line items requests, but a third party may record an impression at a different time (e.g., when a tracking pixel is rendered).
- Filtering: Ad servers have different methods for filtering impressions from spammers, bots, spiders, back-to-back clicks, link analyzers, and other automated or non-representative web traffic.
- Testing: DFP excludes impressions or clicks from anyone with an IP address that has signed in to a DFP account before. Third parties do not necessarily do so.
We’ve all heard it before: Marketing is most effective when you’ve achieved the three R’s—the right message, to the right
person, at the right time.
The challenge is doing that accurately, in real time, at scale. Traditionally, brands have had to make do with generic audience segments that blunt targeting and relevance, operational inefficiencies that slow fulfillment and strain resources, and disconnected systems that make it difficult to deliver insight-driven campaigns across channels.
Today, that’s changing with programmatic buying technologies that leverage data to automate marketing across channels, achieving higher levels of targeting, relevance, efficiency and impact.
Amazon has started a display ads in the form of CPM ads.It is invite only program to members of its online affiliates program, Amazon Associates. Select members of the program have recently been invited to test the new advertising option, which will feature both display ads from Amazon as well as other “high-quality” advertisers.
The program is currently in a beta testing period –Did you see amazon ads on RITS Ads ? If yes send us a screenshot and WIN a 7 Inch tab.*