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Post-Newsweek Training: DFP. March 2010. Training Agenda. What is DFP? How does it work? DFP Dashboard Click Through Rates Common Reports Did you know?. What is DFP?.
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Post-Newsweek Training: DFP March 2010
Training Agenda • What is DFP? • How does it work? • DFP Dashboard • Click Through Rates • Common Reports • Did you know?
What is DFP? • Double-Click for Publishers (DFP) [formerly DART] allows web publishers to centralize and streamline their ad serving and ad management activities. • Provides standardized reporting. • Publishers (IB) can set targeting data, serve and report on their online ads using DFP.
How DFP Works • IB places "tags" on a site indicating open positions for ads. • These tags describe things like section, placement and type of ad. • When a user requests a page, the tag IB placed on the page sends a request to DFP for an ad. • DFP chooses an ad based on the information IB's Ad Operations Team entered into their system. • DFP counts an impression and sends a redirect back to the user's browser. • The browser follows the redirect to the appropriate content server to get the actual ad.
How DFP Works • DFP determines what ads/campaigns to deliver based on several factors: • Sections • Example: If a campaign is only scheduled to the homepage it will deliver to a homepage visitor before a campaign that is scheduled ROS as it is its only chance to deliver • Run Dates • DFP is designed to run campaigns as evenly as possible in an effort to “spread out” delivery over the full run of the campaign. • Example, if you have a client that has 30-day window to serve their goal, DFP attempts to pace towards that goal across all 30-days. • To ensure even delivery, DFP has a cap of 125% for over-delivery. During a page view spike (which will speed up delivery), the system will determine the client is pacing on schedule up to 125% of their impression goal, and DFP will slow down the client’s delivery for that particular day. • DFP will try to deliver all campaigns evenly but if one campaign has an end date before another it will choose the one that it has less time to complete
How DFP Works • DFP determines what ads/campaigns to deliver based on several factors: • Priority • In an oversold situation DFP will continue to try and evenly distribute impressions across all campaigns • Example: two campaigns are running with the same sections, dates, etc. They may both deliver 90% of their goals. • If you were to raise the priority on one of these campaigns it would deliver 100% while the other would fall to 80% • Use of high priority should be used sparingly to ensure you are not diluting the effect
How DFP Works • DFP determines what ads/campaigns to deliver based on several factors: • Special Targeting Instructions • Day of Week (example: 7-9 am Monday-Friday or 10-5 M, W, F, etc.) • Frequency Cap ( how many times per day/week/month you would like the ad to display per user) • Geo (audience)-Targeting (Country, State, City, Area Code, Postal Code to which you would like the ad to deliver) • Roadblocking (IAB ads appearing on the page together) • Take Over Targeting (ex: Client "takes over" all IAB ad units on the section page for a specific amount of time) • Weather Triggering (The weather conditions during which you would like the ad to deliver) • The more parameters that are added to a campaign the more difficult it becomes for DFP to meet its goals
DFP Dashboard 9 8 6 7 1 2 3 5 4 10 • Line Item Name • Status (running = greenlight) • OSI – On Schedule Indicator • Impression goal • Impressions delivered to date 6. Number of Clicks 7. Click Rate 8. Start date of ad unit or campaign 9. End date of ad unit or campaign 10. Overall totals
Click Through Rates • Online video ads experience click-through rates ranging from 0.4% to 0.74% • Click-through rates for plain-image ads range between 0.1% and 0.2%. • Overall click-through rate average for IAB and video for IB stations YTD is 0.05% http://online.wsj.com/article_email/SB118229331091041179-lMyQjAxMDE3ODIyMDIyOTAzWj.html
Click Through Rates • As a rule of thumb: RM placements, pushdowns, and all other "out of box" placements are about double the IAB's. • Ads with message branding receive less clicks than ads with a call to action. • A ‘fixed’ ad will garner high impressions but the Click Through Rate will be low as a user will not click on each time they receive it
Common Reports • Creative Display Report • Showcases delivery data and campaign creative • Can be sent ‘as is’ for proof of performance • Only displays ads created by IB
Common Reports • 6 Month Inventory Report • Shows: • Predicted • Booked • % Sold • Uses the previous 12 week’s average to forecast the next 6-months. • The impact of major holidays is accounted for in the reports, as these holidays tend to have lower site traffic. • Delivered to your mailbox each Wednesday, you have access to this data 24/7 via the Avails-on-Demand tool in Webscan.
Common Reports • Daily Ad Report • Snapshot of every ad that ran on the site the previous day • Shows: • Total Impressions Booked per ad • Total Impressions Delivered per ad • Percentage Delivered • Whether the Ad is on schedule or behind
Did you know? • You can easily set up weekly, monthly, etc. delivery reports to be e-mailed to your team? • You can ‘force’ DFP to deliver an ad from a live campaign to any section it’s currently scheduled so you can show a client or take a screenshot? • You can pull detailed reports for particular ads such as: • Delivery by Section • Browser • Hour of Day • Detailed PDF Ad Report (includes every metric available – 17 pages!)
