Overview

Addressable TV insertions are part of Equativ’s addressable TV offer which is designed to replace linear TV ads by targeted addressable ads, using the Equativ platform. In the addressable insertions, campaign managers create the addressable ads and determine, under which conditions TV ads may be replaced by the addressable ads.

Creating addressable TV campaigns

Before you can start to create an addressable TV insertion, you must create an addressable TV campaign. In this campaign, you will then create one or multiple insertions.

To create a new campaign, first click on Campaigns in the top navigation bar, then click on New campaign:

• select Direct
• define a Name
• define the Start and end date (the time frame should cover all the time frames of the insertions in this campaign)
• select an existing advertiser or create a new one (you can also create a new advertiser under Administration > Advertisers); in case of a new advertiser, define the Name, User group (more details in Manage users and user groups and - optionally - the Agency/Agencies the advertiser is associated with (agencies can be created under Administration > Agencies) 

Creating addressable TV insertions

In the insertion list of the campaign, click on New insertion.

General settings

• Name - name of the insertion
• Ad type - select the impression type In-stream video and the environment Addressable TV
• Additional information
  • Type for reports - assign a type to the insertion that is available as a reporting dimension; custom insertion types can be defined under Administration > Types of Insertions
  • External ID - assign a numeric ID to the insertion (e. g. the ID this insertion has in a third party system)
  • External description - assign an alphanumeric description to the insertion (e. g. the description this insertion has in a third party system)
• Priority level - assign a priority to give this insertion a higher or lower priority compared to other insertions; more details in Create direct insertion: priorities
• Start and end date / Start and end time / Time zone - fill in the appropriate information; note that insertions are set to status "Archived" 10 days after they ended; Keep in mind that, by default, the end time is 11:59 pm of the last day; if you need the campaign to run into the following morning (e. g. till 05:00 am), you must select the following day and define the desired end time
• Volume - define the impression volume; other types of targets (Clicks, Share of voice etc.) are usually irrelevant in case of addressable TV
• Cost Type - define the cost data (typically CPM in case of addressable TV);
• Delivery mode
  • Paced - the insertion will be paced depending on the delivery criteria and available traffic to ensure balanced delivery.
  • As soon as possible - the insertion will be delivered continuously until either the end date or the maximum volume is reached.
• Frequency capping - optionally, limit the delivery to a specified amount of impressions for each unique user based on set top box Ids; more details in Create direct insertion: general settings and delivery.

Placement 

• Formats - select the format Video - Non Linear
• Video Ad break - these settings are not relevant in case of addressable TV
• Uniqueness - read about this feature below 
• Sites and pages - in the context of addressable TV insertions, the “site” corresponds to the channel and its “pages” correspond to the break codes of the given channel; the channels and the break codes are created automatically through the Synch TV booking data (see channelId and breakId)
• Packs - alternatively, you can select Packs instead of or in addition to sites and pages; with this feature you can combine multiple break codes (pages) or channels (sites), save them as a pack and select the pack in the insertion; for instance you could build a pack that contains all prime time break codes; the setup of packs must be done before creating the insertion in the menu Administration > Websites and page packs 
• Selected placements - use this toggle switch to show only the currently selected sites and pages

Uniqueness

The uniqueness feature is specific to addressable TV: it ensures uniqueness (mutual exclusion) of this insertion’s ad against other ads matching with the defined External advertiser/campaign/creative Id. The external Ids to be entered here are the Ids used in the TV booking system (the TV booking system data are synched with Equativ through the TV Booking API.  

Use cases

The following use cases illustrate the benefits of the Uniqueness feature: 

• a campaign has been sold on linear TV and on addressable TV; the uniqueness feature ensures that the addressable ad will not replace its identical version sold on linear TV
• a campaign has been sold on linear TV and on addressable TV; the uniqueness feature ensures that an ad break does not contain the addressable ad if the same ad is already present as a linear TV ad (i. e. it prevents duplicate ads in an ad break)

Example with External advertiser ID

You are creating an insertion with a Coca Cola ad and you are entering the External advertiser Id 12345 (which represents Coca Cola); as a result, any ad break:

• may contain a Coca Cola TV ad
• may contain the addressable Coca Cola ad of this insertion
• may only contain ads from other advertisers (no Coca Cola ad at all)
• may not contain a Coca Cola TV ad and the addressable Coca Cola ad of this insertion — this is the effect of the uniqueness feature: it ensures mutual exclusion (uniqueness)

Creative template

In the Creative template section:

• use the preselected creative template [Addressable TV] VAST 3.0 - LINEAR; this creative template generates an ad pod of addressable ads that will be included in Equativ’s VAST ad response
• click Parameters and fill in the values as described in the specification VAST addressable TV 
• ignore the Custom script since it is not relevant in case of addressable TV insertions

Creatives

The creatives section is not relevant for addressable TV campaigns.

Single Advertiser Spot Optimization (SASO) targeting 

An addressable TV insertion without any Single Advertiser Spot Optimization (SASO) targeting may replace any TV ad that is made available for replacement by addressable ads. When you add a SASO targeting to an insertion, its ad may replace only TV ads that match with the External advertiser/campaign/creative Id you entered. The external Ids to be entered here are the Ids used in the TV booking system (the TV booking system data are synched with Equativ through the TV Booking API).

Use case

A typical use case for the SASO feature is when an ad from a nationwide campaign is to be replaced by a geo-targeted addressable ad.

Example

You are creating an addressable TV insertion for Coca Cola where you add Coca Cola’s External advertiser Id 12345 under SASO targeting. As a result, this insertion may only replace TV ads from the advertiser with Id 12345 (Coca Cola).

Segment targeting

You can target segments using the keyword group functionality: the keyword group corresponds to the segment provider; the keywords correspond to the segments.

Other targeting criteria

The other targeting criteria (Geography, Platform etc.) are not relevant in case of addressable TV. In particular, the Geography targeting 

menu should not be used since geo-targeting is done with the segment targeting functionality (see previous chapter), which is more accurate.

Putting the insertion online

Once you are done with the setup, click on Save and put online to activate the insertion.

Advertiser exclusivity in video ad breaks

Advertiser exclusivity in video ad breaks ensures that only one ad of advertisers belonging to the same category is shown in an in-stream video ad break. For more information, see Set advertiser exclusivity in video ad breaks.

Replacement rules by operator

Operators can declare custom rules specific to the operator and ask Equativ to deploy them in the backend. The following rules are available:

• not allowing the first TV ad in the ad break to be replaced
• defining a maximum number of TV ads per ad break to be replaced