The advertising case of this project is quite impressive, take it for reference~~

Today's article shares with you a summary of OTV/OTT programmatic advertising for maternal and child products, which is developed from the aspects of account structure, project analysis, execution level, data analysis, etc. It has certain reference value for optimizers and project delivery management. I hope this article will inspire you.

I. Theory

Account structure building has always been a basic but very important part of Internet advertising. The design of the advertising architecture also plays a cornerstone role in the overall operation.

The Internet advertising systems we are familiar with include SEM-type search engine systems such as Baidu and Google, and information flow-type systems such as Toutiao, Guangdiantong, and Yidian Zixun. Regardless of the type of advertising backend system, the main structure is plan-unit (group)-creative/keyword or group-plan-creative. Therefore, the main levels cannot avoid the three dimensions of planning, unit and creativity.

Today, taking DSP advertising as an example and combining it with actual work experience, I have compiled a set of DSP advertising construction methods, which can improve work efficiency to a certain extent during the actual operation process. It can also locate the data more accurately in the later stage, and discover and solve problems in time.

1. Creative Correspondence Material Dimension

The overall account structure is as follows:

2. Plan to connect with ADX dimension

The overall account structure is as follows:

2. Practice

The above is some understanding of the construction of advertising architecture in actual work. Combined with the actual project execution, use a reasonable structure to operate, observe and analyze data, and then handle problems more efficiently.

▼ Project Analysis

1. Project & KPI Assessment

Client: Maternal and child care

Agency Name:Agent 1/Agent 2

Period: 1 month

Region: N cities

TA: F25-35

Delivery terminals: PC+Tablet+Mobile+OTT

Advertisement delivery format: 15s, 30s OTV+OTT

TA%：24%

CTR: 0.6%

2. Project Analysis

1) Agent 1 and Agent 2 place ads at the same time, using multiple accounts to promote, avoid data confusion, and manage in detail;

2) Agent 1 has a large volume of delivery:

In the first phase, 30s of material was released, with a total schedule of 20,000 CPM.

In the second phase, 15s of material was released, with a total schedule of 170,000 CPM.

3) The key TA% of this customer KPI assessment is 24%, and the CTR requirement is 0.6%.

Note: TA%: the ratio of target population to stable population, that is, the ratio and concentration of the covered population;

▼ Execution level

1. Promotion and implementation:

1) Two agents place orders at the same time and implement multi-account delivery: Account 1 (Agent 2-OTT), Account 2 (Agent 1-OTV/OTT).

2) Account establishment:

Account 1 (Agent 2-OTT)

There are three video materials in total for Agent 2-OTT, which are released in stages. The account building ideas are as follows:

Account 2 (Agent 1 - OTV/OTT)

Multiple media are delivered at the same time. The terminals are divided into PC, MO and OTT. There are many regions, and the material codes are consistent. The account is built in the most streamlined way:

Take the naming of Tencent OTV delivery plan as an example

2. Data Analysis

1) Wide coverage - multi-terminal delivery

This campaign involves a wide range of terminals, including PC/MO/OTT, and multi-terminal linkage, which will play a positive role in achieving customer brand rendering and strong exposure.

a. Subdivide the media delivery ratio, estimate the approximate delivery ratio, set the maximum display level at the ad group level, control the media delivery ratio, save costs and see the daily media delivery situation more intuitively.

To increase TA%, focus on mobile devices;

b. The OTT end sets a separate schedule, and the OTT daily report performs separate data analysis to make the OTT delivery data visible.

The following is the data of agent 1:

Overall data

Media data

In order to achieve accurate management and efficient control of the effect, an estimate of the daily volume of delivery was made.

Estimated proportion of daily media volume (OTT takes 100 CPM of the daily total and schedules it separately)

Actual implementation:

Media share in the case of data fluctuations

Media proportion when data is stable:

2) Precision Reach - CTR and TA% Optimization

CTR Completion

The customer expected CTR to be 0.6%, and the actual completion rate was 1%, exceeding the expected target by 67% to complete the KPI.

TA% completion

TA% Final data

The client's final TA% data was 28.92%, and the TA% data we calculated was 24.08%, which was in line with the client's KPI assessment of 24%.

System national natural concentration (13.19%)

In order to meet the customer's KPI requirements, we made the following optimization adjustments:

TA% overall optimization trend chart: from instability in the early stage to smooth transition in the later stage.

TA% daily optimization trend chart: from fluctuations in the early stage to smooth transition in the later stage.

Optimization process:

Phase 1: Early stage of optimization, TA% continues to increase

The following is the Miaozhen data on XX day. Since Tencent’s crowd and Miaozhen’s data source were targeted on XX day, the concentration on that day increased to 20.94%.

Adjust the proportion of media, increase the investment in high-quality media Tencent, and at the same time increase TA%, and observe the changes in data.

Miaozhen data shows that as Tencent's share of the market increases and it implements targeted targeting of different groups of people, TA% has increased significantly.

Avoid TA% being too high and cancel the orientation.

Phase 2: Due to lack of data accumulation, TA% decreased significantly, and was improved through optimization

The increase of TA% on that day was not obvious and the overall concentration decreased. Youku MO terminal conducts crowd-targeted optimization and observes changes in TA%.

Youku's TA% increased, but Tencent's remained unchanged. We re-targeted the audience of Tencent media, added Miaozhen DMP data source, and observed the changes.

Tencent's TA% increased, and the overall TA% increased.

The third stage: In the middle of optimization, customers reported that the TA% was too high, and adjustments were made to reduce the TA%

Customers reported that TA% was too high, so Tencent Media made optimization adjustments.

Tencent’s TA% has decreased, but Youku’s is higher, and is generally high. The targeting of Youku and Tencent has been cancelled.

The TA% of Tencent and Youku has decreased, but is still high overall. We will continue to observe the changes in concentration. Later data show that the TA% has gradually stabilized.

The above project is a typical case of efficient subsequent operation due to reasonable account structure. Friends who are interested in Internet advertising operations can leave a message to communicate.

Source: Aichisem