In Display & Video 360 (DV360), an insertion order (IO) is a key component of campaign management that helps advertisers plan, organize, and execute their advertising campaigns. Within an insertion order, there are various options and settings that allow advertisers to specify the details of their campaign. Here are some of the insertion order options in DV360, along with an example campaign:
Example Campaign: Let's say you're running a holiday season campaign for a retail company, promoting a wide range of products, from electronics to fashion items. Your campaign aims to reach a broad audience and maximize sales during the holiday shopping season.
Insertion Order Options in DV360:
Advertiser Selection: Choose the advertiser for which you're creating the insertion order. In this case, select the retail company's advertiser profile.
Insertion Order Name: Give your insertion order a descriptive name, such as "Holiday Shopping Campaign 2023."
Start and End Dates: Specify the campaign's start and end dates. For a holiday campaign, this might be from November 15th to December 31st.
Budget: Allocate a budget for the entire campaign. For example, set a budget of $500,000 for the holiday campaign.
Pacing: Determine how you want to pace the spending of your budget. Options include even pacing, ASAP pacing, and more. For a holiday campaign, you might choose to spend the budget evenly over the campaign period.
Currency: Set the currency for your campaign budget.
Notes and Comments: Add any relevant notes or comments that can provide context or instructions for campaign execution.
Frequency Capping: Specify frequency capping settings to control how often a user sees your ads within a specific time frame. For the holiday campaign, you may set a frequency cap to limit ad exposure to three times per user per day.
Ad Formats: Determine the ad formats you want to use. For your retail campaign, you might include display ads, video ads, and social media ads.
Inventory Sources: Define the inventory sources where you want your ads to appear. For a retail campaign, you can select a mix of websites, mobile apps, and ad exchanges to reach a broad audience.
Targeting Options: Set up audience targeting criteria, such as demographics, interests, and geographic locations. For instance, target users aged 18-65+ interested in holiday shopping and residing in key markets.
Bid Strategy: Choose a bidding strategy based on your campaign goals. For a holiday campaign focused on maximizing sales, a Cost Per Click (CPC) or Cost Per Acquisition (CPA) strategy might be suitable.
Creative Assets: Upload creative assets, including images, videos, and ad copy, that will be used in the campaign.
Conversion Tracking: Implement conversion tracking to measure the effectiveness of your campaign in driving desired actions, such as purchases or sign-ups.
Ad Scheduling: Determine when your ads should run during the campaign. For a holiday campaign, you might increase ad delivery during peak shopping hours and days.
By configuring these insertion order options in DV360, you can plan and execute your holiday campaign effectively, ensuring that your budget is spent wisely, your ads reach the right audience, and your creative assets are optimized for maximum impact during the holiday shopping season.
