Media Math
What would you input as a starting bid for a $14.52 CPM guarantee bought on a video start for A18-34? (Accuracy can be found on slide 58 of go/indemoguide).
$10.16 ($14.52*.7)
AM Permissions
What columns are you responsible for filling out every other day on the Pacing Doc?
S-V, and change the date on Q
What video bid type would you recommend to a client who cares about completion rates?
6s
What would you input as a starting bid for a $36.44 CPM guarantee bought on a video view for F18-34? (Accuracy can be found on slide 58 of go/indemoguide).
$0.0233 ($36.44/1000 = $0.0364*.64)
Why do we ALWAYS include a Twitter-Owned Nielsen tag on our campaigns?
If we don’t have a Twitter-Owned tag, we can’t see how the campaign’s performing in Nielsen, which means we can’t properly optimize to the CPM guarantee.
What happens if you forget to whitelist the IO on the backend for fixed rate?
The IO will not get the 5x boost applied and you could run into issues serving the campaign.
What video bid type would you recommend to a client using MMM to measure media?
Video start or CPM (i.e. cost per 1k video starts)
What is the fixed rate for a non-OMG/Publicis client who wants to buy a NFL Sponsorship on a fixed rate (no Nielsen In-Demo guarantee)?
$42
If a client provides a Client-Owned Nielsen tag, what do we do?
We attached the client owned tag to the campaign in Ads Manager, and we add the Twitter-Owned Nielsen tag via thrift form.
Why is it so important to deliver as close to a CPM guarantee as possible?
If we deliver a higher CPM than guaranteed, then we owe the client money in the form of a makegood.
If we deliver a significantly lower CPM than guaranteed, then Twitter has lost money that would otherwise be in our pocket. (We delivered a more efficient buy when we didn’t have to, so we lost revenue for the company.)
What’s the key takeaway KDC wants you to remember about in-demo campaigns?
You WILL make a mistake - the key is to constantly check in on your campaigns so that you can catch it fast, and we can fix it!
What is the IVA fixed rate for a Publicis client spending $500K this year targeting A18-34?
$20.18
True/False. You don’t need to double check the tag a client (or CAM) provides in the go/OLVLaunchDoc. Just copy/paste into the campaign.
False - you should always double check the tag and make sure you’re copy/pasting the correct portion of the tag into the campaign.
What happens if your CPM is currently over the guarantee?
lower bid
(lower it to $0.01 for a few days and wait for it to get below the CPM again, then you can change to what max bid is saying)
Why are in-stream video sponsorships generally more expensive?
It’s considered premium content because of either the strength of the publisher (i.e. NFL) or often surrounds an event (i.e. Grammys). Advertisers need to pay more in order to be aligned with that content.
How is the Max Bid figured out?
(Spend left / impressons left) * (nielsen imp / twitter imp) *.97
What would you suggest to an advertiser who’s launching a new product and wants their :30s video ad to reach every user on Twitter?
First view is the best option because the video will be the first ad in every user’s timeline that visits Twitter in a 24 hour period. A promoted trend or Spotlight trend is not the right fit because we don’t allow a :30s video asset for those units, and we can’t *technically* guarantee that every user will visit the trending page.