The How section of the Booking header tab enables you to determine how the booking should be delivered. For example, you can define a booking as all-together in the Combination part or decide whether the booking should compete with RTB revenue in the RTB part.
The delivery method determines how the impressions of a booking will be delivered throughout the day. A frequency cap could limit this delivery.
Choose one of the following three options from the Delivery method drop-down: share of voice (SOV), auto, or rotation.
Share of voice (SOV)
The Share of voice (SOV) delivery method gives a percentage or share (as defined by the delivery percentage) of the position's expected volume of impressions (voice). The delivery percentage indicates the percentage the booking must deliver. The higher the percentage, the more frequently a booking will be delivered. If the delivery percentage is set at 20%, the booking will be delivered once in every five impressions.
To adjust the delivery percentage:
- Click the delivery percentage in the Delivery percentage field and either.
- Slide the yellow square to the desired percentage, or insert the desired percentage by hand.
- Click the blue OK button.
Some other elements, such as the actual volume of traffic and competing bookings with a higher priority level, may influence the delivery too and cause the effective delivery to deviate from the desired delivery.
If you have set an objective (see How: To reach), and want to achieve this objective as fast as possible, the delivery percentage needs to be set at 100%.
If the delivery method is set at Auto, Adhese will determine the percentage of impressions that will be delivered by the selected booking – while taking the booking's properties and competitive bookings into consideration. Adhese will always try to deliver evenly. However, variations in the daily delivery can not always be avoided as competitive bookings with a higher priority or bookings with a shorter timespan can disturb an even delivery.
When Auto is set as the delivery method, a volume must be provided in the To reach field of the booking (or on campaign level). Refer to the next paragraph for more information about the To reach field.
The purpose of the Rotation delivery method is to stop and start bookings without having to modify the properties of other competitive bookings. Rotation ensures that competitive bookings with the same delivery method have an equal chance of being delivered. For example, each booking is shown randomly for 33% of the time if three bookings with the same priority are booked on the same position – be it in one campaign or in separate campaigns; when ten bookings are booked, each one will be shown 10% of the time. The Rotation delivery method is often used to fill unsold inventory and only works when all bookings are 100% identical. The rotation method is typically used for in-house (or stopper) campaigns and are shown when no other campaigns with a higher priority are booked for a position.
Rotation is not a default setting in all Adhese accounts.
Rotation cannot be combined with other settings such as all-together and exclusive.
In the To reach field, enter the volume of impressions, clicks, etc. the booking should obtain. The delivery of the booking will stop if the desired volume is attained.
The forecasting figures for a booking will change according to the to reach volume and will predict whether or not a booking will reach its goals.
If the delivery of a booking stops before the volume of the booking is reached, you have likely combined multiple goals. Check the volume at the campaign level. If you combine multiple goals, ensure some logic between the to reach volume of a campaign and its individual bookings.
Select one of the following objective's units from the Unit drop-down:
- Unique visitors
- Tracking of certain events, for example, leads, purchases, etc.
Impressions and clicks are implemented by default. Unique visitors and events can be applied on request.
Combination or delivery multiples
Several bookings within a campaign can be set to be combined with or excluded from one another with the Combination feature.
To exclude a booking:
- Tick the Exclusive box when the current booking must not be delivered together with any other booking of the campaign.
If you want to combine the delivery, it is important to consider that:
- The combined bookings must have the same delivery period.
- The Combination feature needs to be set in the Header tab of the booking with the leading format. Which format is leading is determined by the Trigger Order setting of a format. The trigger order determines the placement of the formats at a web page by setting a number that indicates at what place the format resides within a sequence of formats. Therefore, the leading format has a lower trigger order (number 1) than the formats of the bookings (number 2 and 3) with which it is combined.
- Only the leading format needs an assigned volume.
To combine the delivery of one, several, or all (i.e., all-together) bookings with the current (and of course leading) booking:
- Tick the Together with box. The Select the bookings running together modal window opens:
The leading booking is highlighted with a darker colour; the Leaderboard format that runs from 26/10/2015 until 31/10/2015 and with an assigned volume. The bookings that can be delivered together with the leading format are also displayed.
- Tick the checkboxes of the bookings you wish to deliver together with the current booking.
- You cannot tick the boxes of bookings that are booked in the same position as the current booking.
- The radio button copies the delivery period, targeting properties and volumes of the checked booking. Only check the radio button, if you are not editing the Header tab of the booking with the leading format. If this is the case, you should check the radio button of the leading format because of the trigger order.
- Once it is determined which bookings are delivered together, these bookings will behave as a single booking. As a result, if you modify the delivery period, targeting properties and/or volumes of the leading booking, the properties of the accompanying bookings will adjust accordingly.
- In the following screenshot, the Leaderboard and Halfpage format will deliver simultaneously. The delivery of the combination will start at 26/10/2015 and will end at 31/10/2015, with a volume of 50.000.
- Click the Save button in the upper right corner of the modal window. The bookings will now behave as one booking.
As a result, the How section of the Booking header of booking 83 (Leaderboard) is as follows:
Conversely, the How section of the Booking header of booking 72 (Halfpage) is as follows:
Optional, depends on your Adhese configuration.
Determine whether the booking is allowed to compete with Real-Time Bidding or RTB, by enabling the Compete with RTB checkbox.
In the above image, the default RTB value for the chosen campaign priority states that the booking is not enabled to compete with RTB. The on radio button is ticked to allow for competition.