What are video ad campaigns?
Video ad campaigns are a collection of video advertisements that are all from the same advertiser/agency. These campaigns let the advertiser reach and engage with your audience.
⚠️ Note: You need to create a Release Order before creating a campaign
What is a Release Order?
A Release Order (RO) is equivalent to a Purchase Order sent to you by an advertiser/agency for the purpose of placing (releasing) an advertisement in your videos.
An RO is typically shared as a pdf, document, or workbook. It contains details like
Campaign duration- Denotes the start and end date of a campaign
RO Type - An RO type denotes the payment type for an ad. Based on this, you can create an RO.
CPM - Cost per Milli/Cost per thousand impressions. It's the amount collected for running 1000 Ad impressions.
CPC - Cost per Click. It's the amount collected for each click on the running Ads.
CPV - Cost per View. It's the amount collected for running ad completion views.
💡 Pro tip: With Ventuno, you have the flexibility to define what is considered a View.
Say your advertiser and you have come to an agreement that if 25% of an ad is watched – it is considered as view. The same can be defined while defining your RO
Number of Impressions - Denotes the total number of times ads in a campaign has to be viewed (by your users)
💡 Pro tip: With Ventuno, you also set a user frequency for an ad campaign.
Say your advertiser says that a user should not see more than 4 of their ads in a day you can define it clearly while filling in the RO details.
📈 The ability to target ads at granular levels gives you an advantage over your competitors
Each ad is an asset. This asset can be a
Video ad - video ads played at the beginning, middle, and end (pre, mid, and post-roll) of your video content
Overlay banner - Small banners placed over (overlayed) on your video
The assets (ads) can either be hosted at Ventuno Server or an External Server.
Now that you have defined your RO and added assets, let us get into managing a campaign.
⚠️ Note: A campaign name must be unique to ensure there are no clashes when campaign ads are deployed.
Creating a campaign involves filling in campaign information such as
Instream Ad Type: In streams, ads are ads that are placed within your content. Instream Ad type denotes the position in which the ad is placed.
Ads that are played before the actual video content is played
Adverts that play in the middle of a video's playback are known as mid-roll ads. Original video playing is resumed after the mid-roll ad is completed or skipped.
Ads that appear after the video has been completed is called post-roll
These are small banners that are placed over the video content
💡 Pro tip: Instead of creating three different campaigns with the same details, a given campaign can be copied as (pre, mid, and post-roll)
eg: A pre-roll campaign can be copied as mid and post-roll campaigns.
⚠️ Note: A campaign must always be linked to an RO.
While filling in the campaign information, you can select the RO for the campaign from the dropdown -- listing all the ROs you have created.
Asset Type: This denotes what type of asset will be placed on the video. Say an ad asset hosted in Ventuno server or an external server, it could be:- VAST, VPAID, Google Ad Tags, or any other type.
Asset: An asset can be hosted either on the Ventuno server or an external server. Here is how to add an asset.
VAST: Video Ad-Serving Template (VAST), is an XML schema that allows in-stream video ads to be served from video ad servers and played in Ventuno video player (or any other player) across a variety of websites (publishers) and devices.
VPAID: Video Player Ad Interface Definition (VPAID) is a code snippet that allows video ad units and players to communicate (call and response) with one another.
Google Ad Tags: These are code snippets that help you place google ads. Read what Google says about its Ad Tags integration
💡 Pro tip: You can always preview how an ad will appear after filling in the details
Click Tracking URL: Tracking URLs are used to collect user click behavior or navigational behavior to draw insights on ad interaction
Apart from the click trackers, Ventuno enables you to paste tracking other interactions such as:
First Quarter Tracker
Third Quarter Tracker
💡 Pro tip: With Ventuno, you can add multiple tracking URLs. This enables all stakeholders (advertiser, agency, publisher- you) of the ad to keep track of the performance and ensure that there are no discrepancies in measuring the performance
Campaign tags: These tags let you deploy an ad only on videos with certain tags.
eg: A stationary supply website ad campaign can be targeted only on videos containing tags like art, craft, pencil sketch.
📈 This level of content-based targeting of ads will give you an edge over your competitors
Skippable Ads: You always have the flexibility to make ads in a campaign skippable or non-skippable. This could be based on mutual agreement between you and your advertiser.
Ad Targeting: In addition to the content-based targeting you could also target campaigns based on
Location: Ad campaigns can be targeted based on Geo (nation), State, City.
Category: Categories are more like genres. Some of our popular categories (where are clients place most of their ads) are fitness and entertainment
Categories like parenting and technology, food & dining, and parenting are booming.
Device/Technology: Selecting OS and browser helps you place the ads only on the right screens. Eg: If the ad is from an advertiser who makes games for android phones, would he even consider playing his ads on iPhones or CTVs?
User Behaviour: An advertiser makes the most when his ads reach the right person at the right time.
Let's say I am a restaurant owner in Chennai (India) who delivers food round the clock. And you run an AVOD business making the best use of Ventuno's ad targeting features
I would prefer to target my ads in Geo: India, City: Chennai || Category: Food and Entertainment || OS: Android and iOS || Time: 11 pm to 5 am ||
Will I place my ad on your content that offers me this level of targeting or some website that simply plays my ad randomly?
My obvious choice will be placing ads on your content though you charge me higher than the other websites.
📈 The ability to target just the right audience at the right time on the right screen will make you the best choice for your advertisers.
Tracking the performance of a campaign
Apart from the insights from tracking URLs, you would also like to see how campaigns are performing.
The AVOD Summary gives you an overview of how your campaigns are performing.
The RO Summary gives you are more detailed insights on each Release Order. This data can be sliced at various levels such as
Campaigns - based on individual campaigns
Locations - Based on Geo, State, and City
Category - Based on categories like fitness, entertainment, etc
Show - Based on video shows (in your library) - How to create shows?
Engagement - Based on user interaction (clicks, pauses, mute)
Trend - based on datewise views.
📚 Suggested Read: How to build a successful AVOD service?