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AdOcean User`s Manual

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1. esaa aaa aaa aaa aaa aaa aaiaaa 15 D SCHPHOMOTMCW waski ra SARE EEE OPO OOO 15 Adding placement node es aesaee aaa aaa aaa aaa aaa aaaa aaa aaa aaa aaaa aaa aaaae 16 Downloading placement codeS es aeaaa aaa aaa aa aaa aaa aaa zak aaaa zak azak zak aia 16 Working statistics of placements eeaaa aaa aaa aa aaa aaa aaa aaa a zaa aaaw aaa 17 b Creating M ASTERSDACE aaa CG WYG EE PERE EO JEZ PAW A 17 Define MASTER advertising space ss aueaaaa aaa a aaaa a aaaa zaw azasi naa 17 NO TING CAMPION EEEE PA ARGO SEE OE koda OZE 18 a Defining basic parametersS eua aaa aaa aaa aaa a aa aaa aaa aaaaaaaa aaa zana zaa zana ziaG naa 19 Denning CAMPAIJ aaa AEO AAA ZOE EE EEE EE CZELE 19 CAMPAIGRSIANS Za ee AAA eee eee eee A Roa W A 22 Modifying and editing campaign esaae aaa aaa aa aaa aaa aaa aaaaa aaa azakzaaaazas nia 22 Monitoring campal eerren E en ESKERN 23 D Defining CHCAUVE ewa WA u EPEE EEE E EEE EEEREN OENE iia 23 c Use ol Media fa Dacosta nics c A Aaa eee eee eee eee 27 BEE OJO AE 27 d Advertising space choosSer e eesaa aaa aaa aaa aaa aaa aaa aaa aaa aaaa aaa aaa aaa aaaa aaa iece 29 a Sites SUA 0 ONE CO 29 D Categories SUDtaAD isaac ai do Z A AGR EEC Ed WE AOC 30 6 1YDES SUDIGDiee on aa AR A EA A EEEE eee eee eee 31 e Defining campaign plan euaae aaa e aaa aaa aaa a
2. and first entered s show chosen node showing a selected node Below a bar with icons there is a tree of the entire advertising space of a particular publisher On the right side of the view there are data of a node or placement highlighted at the moment If a node is highlighted as in the figure below the data there are buttons to accept entered data accept delete a node where you are right now delete this node add a new placement as a leaf of 10200 AdOcean Podrecznik the highlighted tree add placement and add a new subnode add node Below there is an option for searching a placement by name or part of name Adding placement node For every node beginning with a publisher main node you may add subnode icon Ef or zone which is placement icon E To add placement click on icon D next to a name of the node to which you are going to add placement The second method is to use button add placement on the right side of the view Next in table Placement data enter placement name choose type and category of placement optionally enter placement actual URL it is not necessary this is mainly to get the information where actually you can search for a particular placement Then click add placement In a similar way a node is added but a difference is that you should click on icon ci When adding a node it is not possible to assign a category type
3. euae aaa aaa aaa nan aaa aaa wana aaa aaa aaa aaa EN iaar 49 POMAMS Aaa W E EG AOC AGE EE e RAY PAPA ERO 49 Risks related to impression by impression programmesS 1 111111 50 Conclusions related to the use of impression programmes 51 2 SU ge glo PASTE EE EEN 51 General IRIOTMAUO aska GACEK AAAA EA Ok A W A OE 51 Recipe for defining SULrOUNG cccceecccecceeeeeecceeeeeeeceeeeseeeceueeseeeeeeeseeesaees 52 Define MASTER advertising space eccceccccecceseceeseceeeeeeeeeeeseeeeeseeeaeess 52 How to handle placement codes and Master code 21121111111 53 6 Additional FUNCTIONS ccccccecceecceeeeeeeeeeceeceeeeseeeeeeeaeetaeeteeeneceneeseeteeseeseeeeeeteeeneeseeeees 54 a Summary Topo O ZEN 54 b Statistics of impression attempts gDE statisticS saaeaaa aaa aaa aaa aan aaa 55 DMO ON PNE 56 4z 58 AdOcean Podrecznik 1 Introduction The Manual presents AdSerwer functionality to plan emit and monitor advertising campaigns Technical potential of the impression system AdOcean advertisement impression system has the potential for reaching a particular target group by a campaign in the most effective way An advertisement is emitted on the basis of defined impression plans and impressions are verified every hour The system automatically corrects the plan so as creatives are emitted evenly and as effectivel
4. Attribute style Flash version Flash 6 0 In case of lack of img 2 Emit swf always lack of plugin causes dunning letter for download creative Emit if there is plugin else do not emit anything Back to creatives list Add new creative Rysunek 11 Adding flash creative 3 html creative file a planner gives a whole creative JavaScript code including a reference to an advertised site this code will be served by impression module in the form of function series document write with the lines of creative code as operand Ina view of adding html code it is possible to choose a ready template for a few types of creatives They are popup window popunder window brandmark toplayer expand skyscraper expand bilboard popup image popunder image poltergeist If a template is used once you choose it in the html code area a proper template code will be shown Code variables should be completed with appropriate data An example of such a variable can be var bioflash http link do flashu flash swf where link should be changed into flash actual address If you choose a template and accept html code you must not 25z 58 AdOcean Podrecznik change a template used into the other If you decide to have your own html code you have 3 macros to use lt REDIR gt lt TARGET URL gt and lt PROTO gt Macros at impression are changed into relevant addresses by emitter And lt REDI
5. When you select appropriate web sites selecting appropriate checkboxes in Action column accept the selection with F add the selected You may also from placements selected earlier delete some part of them clicking on icon i delete the selected Of additional help in choosing can be columns selected placements all which show how many placements from a particular web site are selected at the moment for campaign and number of impression attempts in recent weeks Clicking on publisher name in Sites column you may choose only part of placements of a particular web site If choose this you should click button Accept changes at the bottom of detailed view 29 z 58 AdOcean Podrecznik CAMPAIGN MEDIA CREATIVE SITES SITES CATEGORIES TYPES Site Chooser Site List d d gj J fm E3 No Site publisher C wf money test 2 Asta art test 3 Atlas 4 C B Joasia testowy 5 C Jo a pl Rysunek 14 Screenshot of site chooser b Categories subtab In Categories subtab it is possible to choose placements by categories to which they are assigned Choice list by main categories w a FTE I IL Budownictwo 1 1 L dobra ai E commerce 4 E Edukacja 3 LI z Informacje Inne 7 Kobiety Rysunek 15 Placement chooser for category 30 z 58 AdOcean Podrecznik If a main category has subcategories it is possible to
6. 40 z 58 AdOcean Podrecznik e Frequency capping A capping defining a number of impressions displayed to one user within a fixed period of time weeks days hours e Impression programme random weighted sequential cyclical best performing If you select random weighted option the selected creatives are emitted at random as per shares set for creatives percentage weights Example If you have creatives creative 1 70 share creative 2 20 share creative 3 10 share then creatives are emitted at random but the impression probability is 70 for creative 1 20 for creative 2 and 10 for creative_3 This way of impression is a default way but adding it as an option to impression programme is deliberate It makes it possible to suspend cyclical impression come back to ordinary impression random weighted and later on once again to activate a cyclical way of impression in which it was earlier suspended If you choose option cyclical selected creatives are emitted to a user in a cyclical way in order they are listed Example creative_1 gt creative 2 gt creative 3 gt creative 1 gt creative 2 gt Order of creatives can be changed with buttons in shape of arrows in Creatives tab Comment There is a risk that orders will be defined in such a way that a cycle will be stopped at one moment and it will be impossible to perform a number of impressions plan
7. changed campaigns are recalculated in a separate queue depending on a number of campaigns which require recalculating and on quantity of data number of creatives placements impressions campaign duration time of update for a campaign in which changes were made may be from several minutes up to a few hour 56 z 58 AdOcean Podrecznik 7 Support Additional information on AdOcean and assistance in solving immediate problems available by e mail at helpQadocean pl Contact AdOcean Sp zo o ul Domaniewska 41 budynek Mars klatka D II pi tro 02 672 Warszawa tel 0 22 874 41 00 fax 0 22 874 41 01 hel adocean pl http www adocean pl Sf z 58 AdOcean Podrecznik Figure index AGAIN AGV GUISE aa GE R EA A CG JE AG aces cca eset 9 ACCN AGENCY eases soe sce EE EO OE AERO COS Ee Sado dep 10 Editing publisher info e aaa eau a aaa aaa aaa aaa aaa aaa ka zak aa aaa aaa a zaaa aaa waza zaza aaa aanaw ai 11 Categories tab eee AEO EEE A AAA AA ROR AE AAA yk 12 Placement Chooser for categories ueeaaa aaa aa aaa aaa aaa aaa aaaa aa aaaa aaa azaas nii 13 Edition of publisher advertising space cccccceccceeeeeeeeeeeeeeeeeeeeseeeeeeteeseeneeees 15 Screenshot Of CAMPAIGNS list es a seeeeeeceeeceeeeeeeeeeeceeeeaeeeseeeeeeeeeeeseeeaes 18 Campaign basic data eeuaae aaa eeceeeeceeeeceeeeeeeeeeeeeseeeeseeceseeeeseeessaeeseeeeseeeens 19
8. Bar WIM Creatives COJE a zz ESO OWO AAAA EE E E 23 AQOING IMO CIEQINE walenie oz R ET E E R CEO 24 Adding ASI ChE AUY 6 sata zosia A coe WE aa w c z 25 Ze EE AEON ECCE 27 Uploaded creative files to server euaa aaa aaa aaa a aaa aaa aaa aaa aa aa aaa aaa anna aaa 28 Screenshot of site chooser e ee aaa aaa aaa aa aaa nana aa aa aaaa aaa aaa zaaaa aaa naaace 30 Placement chooser for category esua aaa a aaa a aaa aaa aaa a aaaa aaa aaa aaaa zaa aaa aaa ana 30 SUITE UD Plan TAD nec ac etd OO APES EAC ACE SA AGE CE 31 Adding Orde NYC NC NN 32 Assigning space to order impression chooser by placements 33 Assigning space to order impression chooser by categories 33 Editon of order IME acs este OE AA ese esp ETA CoS 34 Adding CaP wasza EA EP OAZA POETA POPOWE 40 Adding targeting zas c A ROA EE a OE a aea A EA ENEAN AAEE 45 JU gala JA NS o 0 NPA PCE 54 Switching to campaign statistics cece aaa aaa a eeeseeeaeeceeeeeeeseeeseeeseeeseeeseeeaes 55 58 z 58
9. For each publisher with advertising space assigned you may add new nodes placements as well as Master Slave space There are two types of placements 1 Ordinary placement situated on site in place where an advertisement is to appear It references to emitter while activating its code downloads javascript code from emitter and executes it displaying a creative The number of connections to emitter is the same as the number of placements on a web site 2 Master Slaves configuration Master script in a site banner in lt head gt section connects with emitter downloads javascript codes for all the defined Slave scripts situated on a site in places of advertisement impressions Slave scripts after they are run execute javascript code intended for them there is only one connection to emitter for Master script Slave placements do not connect with emitter A script for Master is downloaded from advertising space from a relevant node in placement hierarchy Inside Master node there must not be any other nodes as logically a node is assigned to a web site and on the web site there are no smaller elements in Master node there can be only Slave placements Detailed instructions how to create Master Slaves space and Surround order for a campaign are given in Chapter 5 e iv Tip Web site configuration in which one site is one Master node and Slave nodes as ordinary placements allows for flexible administration of advertisement
10. TT in loading a complete campaigns list for a long time and show page view it is default view In Type column it is possible to enter com self and excl which respectively are abbreviations for types of campaigns commercial self promotion exclusive described below If the entire campaign is defined in ASAP or OverEmit mode descriptions of these options below then in Impression type column there is appropriate sign 16 z 58 AdOcean Podrecznik In Status column there are icons informing that a particular campaign is currently edited edited by us edited by another user Apart from these icons there are also icons indicating if a particular campaign is suspended waiting finished or current a description in item a below a Defining basic parameters Defining campaign Go to main tab Administration gt Campaigns Click icon L add new campaign and you will get a form of campaign data to complete EXAMPLE CAMPAIGN comm EXAMPLE 2005 11 09 2005 11 09 2006 12 30 ca CAMPAIGN MEDIA CREATIVE SITES MEDIAPLAN IMPRESSION STATISTICS Campaign EXAMPLE CAMPAIGN Campaign type commercial gt Advertiser EXAMPLE gt For each order For entire campaign Start 2005 f fos on urfi2 00 vyyy mm dd is End yyyy mm dd z006 FE 30 hourj23 59 Priority standard E nonstandard Campaign sh
11. agency Login examples Password pe gt Password Comment apply de lete back to agencies list Rysunek 2 Adding agency 10 z 58 AdOcean Podr cznik 3 Publishers categories a Publishers General information When you create a new publisher and assign advertising space to it an account for this publisher is opened automatically at http publishers adocean pl Publishers can see impression statistics on their websites Description of view A view shows a publishers list When you click on a selected publisher you go to a view of this particular publisher info edition login password To change to advertising space edition you should click icon TE next to a relevant publisher or when you go to a view of publisher info edition you may click edit advertising space or Advertising space subtab CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES PROPERTIES ADVERTISING SPACE Publisher Info Name newtest Login newest Password Password Comment sub mit edit advertising space Rysunek 3 Editing publisher info 11 z 58 AdOcean Podrecznik When you finish entering publisher info under a unique login and with advertising space assigned a publisher can see statistics of advertisement impressions on its advertising space after logging to the module of publishers http publishers adocean pl b Categories General information
12. be seen in Summary subtab 31 z 58 AdOcean Podrecznik i Defining orders To define an order you should indicate which creatives of a particular campaign in which period and on which placements are to be emitted When you go to Orders tab and click on L you should give a name number of impressions impression type impression time and priority Next link creatives with relevant placements sets of placements on which an order will be defined New order Name Jexample_order Number of ao impressions Impression type o 30 M ASAP Ll OverEmit campaign duration from mm dd i2006 01 12 to YY mm ddjj2006 05 15 Emission time Priority z200 Creative Placements 1 billboard billboard 750x100 sa Te kk ah g p pef 2 Cl skyscrapper skyscraper 120x600 NON REWON ZA 3 CI boks boks rectangle Jm sr 4 O layer brandmarl 5 SG_skyscraper lewy skyscraper 120x600 Em toto 6 O SG_skyscraper_lewy skyscraper 120x600 EM M wroawca EXAMPLE CAMPAIGN 7 O 5G_baner baner 468x60 Rysunek 17 Adding order Comment A number of impressions may be defined as 1 then it is treated as infinite if it is 0 then there are no impressions related to this order A difference between giving Very Large Number and 1 is that when giving 1 there will be no limitations in impressions per any hour When giving a concrete
13. contents emitted on www sites Benefits are fewer connections to emitter and possibility of emitting Surround advertisements 14 z 58 AdOcean Podrecznik Administration of publisher advertising space Description of view When you click on Publishers tab you get a view of all publishers list and it is possible to change to advertising space edition by clicking in Action column on icon TE next to a publisher chosen Here you may edit web site advertising space by adding or deleting placements and adding or deleting advertising space nodes CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES PROPERTIES ADVERTISING SPACE Publisher Info Name money test et Login moneytes Comment testowy Publisher advertising space te ta et ty Nade s data Node s name i4 Is Master CJ money best Gi E M Master i EHS sc gf a M serwis Barri mie ER Serwis Gielda Ji LD accept delete this node add place ment add node BEM rest a O back to publishers list Search placements Placement s name or it s part Rysunek 6 Edition of publisher advertising space In table Publisher advertising space there are icons which streamline administration of advertising space They are open all ts close all La opening and closing the entire advertising space sorting icons alphabetically
14. impression by impression programmes 1 If one creative fails in a cycle or sequence a number in cookie determines which creative can be next if this creative is not in a set of creatives possible for impression the sequence will be suspended this may happen because a proper creative has not been used in order or due to conditions for cutting out a creative from a set for impression cappings ending order 2 If in order there is a greater number of creatives than in the assigned impression programme impressions will be divided between creatives possible for impression according to their weights 3 If different sequences cycles overlapped it would be possible to switch from one to the other It is impossible to introduce such overlapping as it has been blocked 50 z 58 AdOcean Podrecznik Conclusions related to the use of impression programmes 1 While defining an impression programme you should ALWAYS watch out for Cappings which could forbid impression of one of creatives in sequence cycle 2 An exception is when you introduce a capping e g 3xUU on the last creative in sequence 3 RULE sets of creatives and placements in order and its impression programme SHOULD BE identical unless trafficker has exactly set aim Comment Defining a type of capping is permanent i e this type cannot be changed only parameters can be changed It is due to a type of entry in cookie which is different for different types of ca
15. is from gemius pl domain i e ppp a777 gemius pl When there is an incomming hit the emiter checks the users IP address whether it knows to which domain the IP address belongs If it does not know it sends a query to the DNS server In this pageview when sending a reugest to the DNS server is necessary the targeting to the gemius pl domain is not fullfiled because the emiter did not know to which domain incoming IP address resolves This time then any other creative will be delivered instead of the targeted one However if the same user moves to any other webiste with AdOcean code then most probably previous request sent to the DNS 49 z 58 AdOcean Podrecznik server had been already answered and such an answer is kept in the emiter s cache From this moment the answer of the DNS server reaching the emiter the emiter knows that the given IP address belongs to the gemius pl domain and it will deliver the creative according to our targeting After checking the checkbox Domains a text field appears to input the list of domain names separated by commas without the use of spaces Example In the text field we insert adnet pl adocean pl people gem pl This input targets to domains and their subdomains For the people gem pl entry the JI 1 JJ 5 targeting is valid for people gem pl test people gem pl example people gem pl etc but not to the sole gem pl Risks related to
16. morning Impressions will finish definitely on 17 May at 14 59 If to time defined in such a way you add next settings without prior deleting button delete then impression times will be added to each other Thus if you set e g impression time between 7 10 and next without deleting previous settings with button delete you set time between 9 12 then in total you will get impressions between 7 12 It is possible to check time when impressions are set in a lower colour part of the interface If spots are black an order will be emitted at those times if they are empty there is no impression at this time As times set are added to each other you should always delete previous settings before you add new ones but if to the times already set you want to add new ones then you should not delete the times previously set The moment all possible impression periods are deleted delete an order gets a blocked status which means that there will be no impressions of a particular order at all 35 z 58 AdOcean Podrecznik Comment You should remember that if an order or the whole campaign has additional overemit function set then after a campaign is finished the order will be emitted in overemit mode as overemit option has a priority over blocked status To come back to order edition click back in the left hand top corner of the view ASAP and OverEmit functions ASAP concerns ord
17. number a number of impressions per hour will be limited and definitely smaller then the one given If order name is not given without name will be taken If a set of creatives for order or a set of placement are not given an error message will come up and you will come back to a clean form for completion in order to retrieve previous values you should click back in a browser 32 z 58 AdOcean Podrecznik Space chooser for order Space a set of placements for order may be chosen in two ways You can choose appropriate placements Fig 18 or choose by categories choosing simply all the placements which belong to particular categories Fig 19 To choose by placements simply select checkboxes which correspond to placements chosen Creative Placements Categories 1 Ml sky left skyscraper 120x600 EPE 2 C bilboard billboard 750x 100 te Br gt EE 3 O sky right skyscraper 120x600 4 boks boksrectangle 150x160 I 1 LI layer toplayer CHEA Asia ort text 6 Ll brandmark w Player EH Pierwsza 7 C brandmark toplayer C Billboard 7s0e1o0 a a C bilboard2 billboard 750x100 C Ba u 9 INTERIA_TEST_AGA billboard 750x100 Mf Scycraper 16006500 5 LO El amaaa toplayer C Thr j I1 LI Simple_banner baner 468x60 BM moe test 12 L testowa billboard 750s 100 Rysunek 18 Assigning space to order impression chooser by placements To choose plac
18. string redirecting to a target site Redirection variable usually takes a form of clickTag lt REDIR gt At the moment of being emitted lt REDIR gt is changed by the system into a link which counts clicks It may happen that flash instead of click Tag will take another form to redirect e g click clicktrugh here you may change these settings Comment flash has to be constructed in such a way to make redirection possible with the use of a given redirection variable it is not sufficient to give only these data If flash is not created in a way which makes redirection possible it will not be possible even if you give these data Next you should give a target URL address of the site to which a creative is to redirect width and height determine the size of a creative served Further give background colour attribute style and flash version used 24 z 58 AdOcean Podrecznik The last option is to choose how emitter will behave in case of lack of img creative as a displayed creative if there is no plugin Flash may be always emitted lack of plugin causes dunning letter for download or impression takes place only if plugin is installed otherwise there no impressions at all Creative SWF file data Creative flash Background color FileURL tp Redirection variable feickTag Width fso pixels Height foo pixels
19. 22 Adding targeting The following types of targeting are available 6 Geotargeting This targeting allows for directing creative impressions at users coming from selected countries For Poland it is possible to choose also a province and city You may select by countries from a list available in the interface but you may also enter certain targeting expressions in expression box 45 z 58 AdOcean Podrecznik Variables used in geotargeting are as follows k country r region m city Examples 1 k 31 Poland 2 kK 31 amp amp r 10 Mazowieckie 3 K 31 amp amp r 10 amp amp m 46 Warsaw Targeting on SO browser In this type of targeting you may choose from among operating systems All Windows Windows 95 98 ME Windows 2000 NT Windows XP without SP2 Windows XP SP2 MacOS9 MacOSX UNIX Linux MacOSX From among browsers Internet Explorer 5 x Internet Explorer 6 x and higher ones Mozilla Firefox Netscape Opera if nothing is selected in a particular column it means emit to all if anything is selected it means emit to the selected lines in the column are connected with logical or columns are connected with logical and For example if you select all the browsers advertisements will no be emitted to other unrecognised browsers Similarly with operating systems IP addresses classes Targeting is also possible by IP addresses or address classes You m
20. AdOcean ocean mo liwo ci AdOcean Users Manual Copyright AdOcean Sp z o o 2006 AdOcean Podrecznik Table of contents LIMO OGUCNOM o U AE E W pz os Fate sactecqa ates onteatisnesseeteeeceeeoaiee 5 Technical potential of the impression SYSTEM ccccseccecesseceeeeeeeeaeeteeeeeeeneeeaaens 5 Technical potentialities of the system for measuring campaign effectiveness 7 Z ACWETUSETS AGENCIES ane reson R JA E EEEE EEE ZOE A 9 le IN CANS SG ORCO A EE 9 Adding and editing advertiser s data ccccccecccecceecseeeeeeeeeseeeeeeaeeeeeeaeeaeeseeees 9 EOIN PRE seeps oeten caamecke ue eaten aseieseaccearecteceh eos nsrectetcuneeantuaecaseesasisetonaes eae 10 Adding and editing agency Cata ccccceccscecscceeeseeceeeceeceeeseesuesaeesaesaeenaes 10 S RFUBISNETS lt CAIEGONES waz awa CO A Ee Aa AA AP a EE ARE SO Arki O Zi pik 11 a PUDING eaan EEE 11 General MMO ALON seic Ea ENEE EREE EIEEE ee 11 SS SITIO OP VOW err E E EEE 11 oN Soo e ET T een ee ce A ne ee 12 Generakiniofmallon sado cieku aE raaa 12 4 Defining advertising space eu ae aaa aaa aaa aaa cececeeaeeseneceeeesseeseusesueesaeesaeessueseaeeneeess 14 a Creating space nodes placements eeuaa aaa aaa aaa aaa aaa aaa aaa aaa aaa zania anac 14 Introductory information s eee aaa aaa aaa aa aaa aa cece ceceeeseeeseeeseeeeseeseeeesneeseeeeees 14 Administration of publisher advertising space
21. C 2006 01 04 C4 _ 2006 01 05 C 2006 01 06 CC 2006 01 07 CC 2006 01 08 CC Rysunek 20 Edition of order time 34 z 58 AdOcean Podrecznik Black spots in particular hours of the day lower colour part of Figure No 20 indicate planned impression time To delete impression time set earlier you should click button delete which will zero impression time black spots will change into empty spots If you unselect checkbox ALL it will be possible to enter dates from to accurate to full hour otherwise date boxes are disabled Then row Hours makes it possible to define time of the day when an order will be emitted Row Days of week below allows for choosing if an order is to be emitted in selected days of week weekends workdays or all the time It is the easiest to show how to set time with a simple example Dates from 9 05 2006 time 10 00 to 17 05 2006 time 14 59 Hours defined 7 18 20 22 Option of impression on workdays Click set and next accept data such defining will make impressions start on 9 May Monday at 10 00 they will last until 18 59 next they start again at 20 00 and will take place for three hours Next day impressions will start at 7 00 in the morning will last until 22 59 with an hours interval 19 20 and such an impression type will take place until Saturday when impressions will be interrupted and start again on 16 May Monday at 7 in the
22. ES collapse all 73 sort alphabetically 27 sort on first entered 7 select all unselect all invert selection 2 Using a right side of view you may also change a category name to accept a change click Accept and search placements by names from advertising space CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES Category s data Category s name Eo mme res Publisher advertising for category fe fo Be 2 pgp Supercategory EH rar cams B asin art ts Publisher Ea C A Suhcat i ubcategories DE _ osia soy ia B EJ Jala pl m Ea Em EM Tech pu back to categories list EH worksuor EZ wybawc EXAMPLE CAMPAN E bneditomanie cz LI maszek l money tl EG newies om probny uryc awrca Search placements Placement s name or it s part Rysunek 5 Placement chooser for categories To change to a subcategories list add a new subcategory or edit placements which belong to subcategories already existing you should click on a particular category name Fig 4 This view resembles a view of main categories list and operates the same However it is not possible to add a subcategory of subsequent degree In addition there is also icon higher level 1 which directs back to a main categories list 13 z 58 AdOcean Podrecznik 4 Defining advertising space a Creating space nodes placements Introductory information
23. NET 7 FUTURO 8 VECTRANET 9 GAWEX 10 ECHOSTAR 11 AUTOCOM 12 ASTER 13 ASTERNET 14 CHELLO 15 NETIA 16 ENERGIS 17 TELE2 255 unrecognised Example targeting 1 Targeting expression for permanent connections IF 2 2 Targeting expression for permanent and unrecognized connections I 1 or I 2 I 255 3 connection DIALUP providers TPNET DIALOG and NETIA I 1 amp amp d 1 d 2 d 15 48 z 58 AdOcean Podrecznik Comment Space should not be used in targeting expressions Of course appropriate creatives and placements should be selected as well as added targeting accepted with add Screen resolution It targets at users of specified screen resolution To activate this option you should select targeting Screen resolution and from a given list select appropriate expression where x and y variables x width y height take relevant values of screen resolution Domains Targeting is also possible by the domain of the user It should not be taken as referer targeting The address of a user visitng a website with AdOcean placement on it is taken into account The host of such a user is checked and the creatives are delivered on this basis The explanation Let s say that we would like to target to gemius pl domain this means that the impressions will be delivered only when the address of the users
24. Placement categories make advertising space administration easier and enable to define an order where impressions take place on the whole particular category i e on the set of all placements which belong to this particular category In this case instead of choosing a set of placements for order you choose whole categories or subcategories CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS Category Chooser Categories Sub Sites change view Choice list by main categories L Budownictwo 1 Ly dobra Ly E commerce 4 L Edukacja L Informacje Lp Inne Rysunek 4 Categories tab The above view Fig 4 presents a categories list In brackets next to names of main categories there are numbers which show a number of subcategories in a particular main category 12 z 58 AdOcean Podrecznik It is possible to add a new category if you click on icon Then you Change to a view of adding a category where you give basic data for a category category name and publisher to which a particular category is to be assigned If no publisher is selected such a category will be accessible to all the publishers To add or delete a placement from a particular category you should click icon b in Action column In the placement tree on the left side of view Fig 5 select or unselect particular placements and when you choose click Accept changes below the tree Icons above the tree can be of help extend all
25. R gt is changed into a link which counts clicks lt TARGET URL gt into a target site defined either for the whole campaign or for a creative lt PROTO gt macro makes it easier to handle web sites which use encrypted connection If this macro is used it is changed either into http or https depending on a protocol used by a particular site 1 JJ One more macro lt FILE_n gt is available n may be another integrate Chapter 5 c below describes the manner how this macro is used While adding any type of creative we definitely recommend verifying if a result obtained is as the one intended if a creative is properly displayed and if clicking on creative leads to a proper address A creative can be verified if you click on icon If more than one creative file is given e g img and flash a creative emitted will be put together in the following way img and swf if a user does not have flash plugin installed img file will be displayed img and or swf and html the situation will be the same as above but in addition a html code will be added It is also possible to copy a creative from other campaigns if you click icon copy creative You can search for appropriate creative to copy by creative name creative form name of Campaign which contains a creative searched and by advertiser When you find appropriate creatives select a checkbox in Action column and click 4 copy selec
26. aa aaa aaa aaa aaaa aaa aaaazaaa aaa zaaa zana aaG naa 31 i Defining orderS e sau eaaae aaa aaa aaa aaa aa aa aaa aa aaaa aaa aaaa aaa aaa aaaazaaa aaa aaaazaaG cia 32 opace Chooser TOM Cl CS R AE EA OOO EE EA OG vaste Aa 33 Detailed defining of order time esaae aaa ea aaa aaa aaa anawa aaaaazawaazaaaaaaa naa 34 ASAP and OverEmit functions es aeeaaa aaa aaa aaa aa cae eeseeeseeeeseeeseeesseeeseeeeaes 36 Priorities of orders and campaigns weights ssu esa aaaa aaa a azaaazassna 38 dor SUS ens Rete ee or EPA 39 3256 AdOcean Podrecznik H C AD INOS A PNE 40 Frequency capping within campaign duration cccccceseeceeeseeeeeeaees 40 Fred ency CADDO aaa WERE a E SAO R EA 41 Impression programme euaeaa aaa aaa aaa aaa aaa aaa aaa aaa aaa aaa aaazaw zag aaaaaaziaGaa 41 FS OI Sp tesknote O APE GE A toi E 42 Questionnaire CADPNI e o Gada EE AE Ea 43 Conditional capping internal usage s eeaau aaa aaa aaa aa aaa aaa azaaazacaaai 44 DE A ae RZ OE CE 45 Ce rzyge Z 4 2 PO 45 Targeting on SO browser eeuae aaa e aaa aaa aaa aaa aaa aa aaaa aaa aaa aaa zaaazazaaaaaaaac 46 IP addresses classeS m ueueee aaa aaa aaa nana aaa na nana na nana na nana na nana an inna 46 Type of connection and Internet provider e eaaaa aaa a aaa a aaaaaaaa anna 47 Screen resolution
27. an Podrecznik most of the users will be new new for this campaign and the 1xUU caping constraint will not be fulfilled But while the time passes more and more of the users will see the creative but the emiter will still plan the deliveries evenly In such a situation the best solution would be to plan a bit more in the first days of the order and then slowly lower the number of planned impressions of this order This way we would use the visiting users potnential in a more efficient way The way the percent of ASAP works can be described best on the 30 ASAP example 1 70 percent of the impression limit is distributed according to steady distribution algorithm for each hour given number of impressions according to the hour day weigths 2 Remaining 30 For the first hour of an order 30 is evenly distributed for 70 100 30 of the planned time of an order Let s say that this way there will be 1000 impressions planned for the first hour additionally to the impressions from the point 1 above and that for that first hour the emiter delivered 1000 planned impression reaching the plan fot that hour For the second hour the emiter settles the following plan It plans even distribution of Planned impressions 1000 impressions already delivered in the first hour for left 70 of time order In the following hour the emiter verifies the plan it plans the amount of impressions Plan 1000 the number delivered in 2nd h
28. are 100 Global URL Ihttp aneta anetas example_campaign Ip htm Introduced by test_gemius Impression mode On 2005 11 09 hour 11 37 Last modification x 2006 01 19 hour 12 04 time Monitored Yes Full statistics V enabled Comments Apply changes Delete campaign Finish Campaign Edition Suspend campaign Suspend now Rysunek 8 Campaign basic data 19 z 58 AdOcean Podrecznik Fill in this form as follows 1 Campaign name 2 Campaign type a commercial campaign to emit orders placed by commercial customers Such a campaign has a priority higher priority over self promotion campaign b self promotion campaign of low priority to make use of scenes which would be useless for commercial campaigns c exclusive has the highest priority it is emitted as the first in order only after it orders of other campaigns can be emitted If there is attempt to define two exclusive Campaigns on the same placements the system warns of conflict 3 Advertiser choose an advertiser from a list or first add a new advertiser a description in item 2 a and then choose it 4 Impression type it is possible to choose ASAP and or OverEmit mode for the whole campaign or leave this option so as it is possible to set it for separate orders These modes are described in detail in the description of orders 5 e i If you define any mode here such a mode will be
29. ated every day and every day according to it creatives are chosen for impression next day Keywords e in capping keywords separated with commas are entered e to a placement on which creatives are to be emitted with such a capping you should add parameter amp key slowo1 slowo2 where words are dynamically added by a search engine 42 z 58 AdOcean Podrecznik KeyWords Capping fulfilled if one of words given in URL as key or word is present in words list given as a parameter for KeyWords Words have to be separated with a comma The system guarantees a correct operation within ASCII characters from 33 to 126 except and however it ignores capital and small letters all capital letters changes into small ones With parameters key and word you can either separate them with a comma or give subsequent words as subsequent parameters key or word In addition in URL words may have escape characters gt space and HH gt character with hex HH code Questionnaire capping It is intended for stopping impression of all campaign creatives after a certain action is performed e g getting to the last page of a form with thanks for completing it This Capping is useful when on a particular placement e g a questionnaire is emitted and you want after a form is filled out by a user to stop next impressions of this questionnaire for the same user Creating
30. automatically set for all of the campaign orders 5 Campaign dates dates from to accurate to an hour A start date is important for Statistics purposes commencement date is the commencement date for Statistics production 6 Campaign priority priority determines an order in which campaigns are selected for impression if there is a reference to placement on which there are several campaigns emitted Then a campaign of the highest priority takes priority If on a particular placement there are several campaigns of the same priority defined campaigns are selected at random by weights 7 Campaign share when a campaign is selected for impression on the basis of priority a campaign for impression is selected at random by weights Campaign weight is a number integer gt 1 which says how much band will be taken over by the campaign If 3 campaigns whose weights are 100 200 and 300 are to be emitted then 1 6 of impression will be from the first campaign 1 3 from the second one and 1 2 from the third one respectively 8 Global URL web site address to which campaign creatives redirect you may change this address for individual creatives 20 z 58 AdOcean Podrecznik 9 Determine if a campaign is to be monitored by gDE system usually all the campaigns are monitored by gDE if it had not been specially determined you should leave a Campaign as a campaign monitored by gDE If a campaign is not monitored it will not
31. ay add 10 IP classes addresses to one capping If you add more complicated expressions it may significantly slow down operation of AdOcean 60599 In this type of targeting i variable is used An expression is entered in a geotargeting expression box 46 z 58 AdOcean Podrecznik Examples of targeting expressions 1 i 213 25 67 88 2 1 amp 255 255 224 0 212 76 32 0 and bit with mask this way you may also define IP classes or in a simpler way 3 gt 212 76 32 0 amp amp i lt 212 76 63 255 examples 2 and 3 means targeting to IP addresses beginning with 212 76 32 1 ending with 212 76 63 254 Type of connection and Internet provider To define this type of targeting use a box for targeting expression in geotargeting Targeting is possible depending on a type of connection e g permanent connection unrecognised connection and in addition you may also specify Internet provider At the moment targeting by a type of connection and Internet provider concerns only Poland Course of action p Assign a type of connection to I variable A variable may take the following values 1 DIALUP 2 permanent connection 3 DSL 4 SDI 5 NEOPLUS 255 unrecognised 47 z 58 AdOcean Podrecznik Assign Internet provider to d variable Values which a variable may take are given below 1 TPNET 2 DIALOG 3 INETIA 4 MM 5 CROWLEY 6 ICP
32. be presented in statistics 10 Full statistics if you choose this option it will not be possible to disable it 11 Comment optional Campaign basic data are sent and the campaign is created when you click accept When a page is reloaded in the lower part instead of button accept you will see Accept changes Delete campaign End editing campaign Resume campaign Resume now The first button is to accept only those changes relating to one view i e campaign basic data Button End editing campaign is useful for editing a current campaign Changes will come into effect at the nearest update of emitter which is at full hour Button Resume campaign makes information sent to the system to start a campaign of course according to dates and time set in impression plans of campaign You cannot resume a campaign which has not at least one impression plan defined correctly Button Resume now allows for resuming a campaign almost immediately 1 2 min When you define campaign basic data you should define campaign creatives and if at all send creative files on server e g flash gif etc files choose a set of placements define impression plan divided into orders i e determine which creatives on which placements and when are to be emitted In addition you should define appropriate Cappings and targeting i e decide how impression is to take place All these i
33. choose by subcategories which is more detailed To do this click on icon B To select all the placements whose category is Sport and which belong to A and B publishers first in Categories subtab you should select the whole Sport subcategory next go to Web sites subtab and select all the web sites except A and B web sites and then click icon delete the selected In such a way in the first step you chose all the placements with Sport category but which belong to all web sites In the second step you deleted the placements which do not belong to Aor B web sites c Types subtab A view of Types subtab is constructed in the similar way like Categories subtab This view is intended to select placements by types of placements assigned to them Comment It is impossible to unselect the placements which are already used in orders and Cappings e Defining campaign plan To prepare a campaign plan you prepare a set of orders surrounds a set of cappings and other ways of creative targeting e g geotargeting targeting by a type of connection When you click on Plan tab five subtabs open respectively Summary Orders JJ Ti Surround Cappings Targeting ORDERS SURROUND CAPPINGS TARGETING Rysunek 16 Subtab in Plan tab Each of these subtabs is intended for defining appropriate part of campaign plan The entire definition can
34. deletes order copy creates a copy of order capping goes to Cappings tab and allows for setting a capping for a particular order In this view you should also define order time yyyy mm dd or settle on order which lasts for the whole campaign duration If you want to define more detailed impression time i e accurate to hours only in weekends or only on workdays you can do this when you preliminarily accept an order and go to its edition Once you press button add button edit appears which is next to order time and clicking on this button you go to detailed defining of order time Detailed defining of order time When you click add in the previous step a window is reloaded and next to order time there appears option edit Clicking edit you change into a view of detailed edition of order time You may switch to edition of order time also from Orders subtab in a view of orders list if you click on a link relevant to an order in Time period column Name example order Time period ALL v from yyyy mm da 00 wf 59 Hours I e g 0 7 15 18 20 22 Days of week workdays Weekends Al Set De te 2005 Dece mber 2005 January 2005 February 2006 2007 Apply data Data day aa week month 00 0 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 wkend 2006 01 02 C4C_ 2006 01 03 C
35. dvertiser s data You should go to Administration tab gt Advertisers and then click L add advertiser Fig 1 When you enter a name login password as option you assign the added advertiser to agency more information on agencies in item 2 b and write a comment if any next click add CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES Advertiser Name example advertiser Login Jexamadv Password it Password uae Agency example agency gt Comment add Rysunek 1 Adding advertiser 9z58 AdOcean Podrecznik In a similar way you may edit existing advertiser s data For that purpose from advertisers list you should choose a concrete advertiser and when you introduce changes press accept or you may delete a particular advertiser pressing delete It is possible to delete an advertiser if no campaign is defined for it b Agencje Agency access makes it possible to observe campaign statistics for different advertisers Every advertiser may be assigned to one agency Adding and editing agency data When you go to Agencies tab to add agency click L Enter a name login password optionally a comment and click add It possible to edit data when you click a selected agency from an agencies list Fig 2 You may assign advertiser to agency in Advertisers tab CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES Agency Name xa mpl
36. dvertisers all advertisers gt v commercial suspended B lu ra waiting CAC ive lv current Campaign List ES No Name Type Advertiser creation date start date end date ger Status Stats l l Kampania reklam _usun comm reklam_usun 2005 12 27 2005 12 25 2005 12 26 Lil 2 test OverEmit comm 2005 12 21 2005 12 20 2005 12 21 e wil test_geo_1 comm 2005 12 18 2005 12 18 2006 01 17 Q u 4 nowa kampania comm 2005 12 14 2005 12 14 2005 12 15 re lil 5 test wznow 1 comm 2005 12 10 2005 12 10 2006 01 09 Q6 u 6 tescik comm 2005 11 22 2005 11 20 2005 12 18 Q w Rysunek 7 Screenshot of campaigns list In the main view of Campaigns tab there is a campaigns list In the upper part of this screen there are options for choosing a campaign to be highlighted on a campaigns list below You may search for campaigns by a part of name campaigns of particular advertiser campaigns of particular agency It is also possible to choose by campaign type commercial self promotion exclusive and by campaign status current suspended finished waiting which are chosen by selecting appropriate checkboxes and clicking on button change view Below an option for choosing in the table there is a list of chosen campaigns In the first line there are icons add campaign show all chosen campaigns on one page Comment if there is a large number of campaigns using this icon may result
37. e sent You can also add a comment In order to finish a procedure you should press Upload 2 z58 AdOcean Podrecznik A creative will be downloaded by the system and in the nearest future sent on server Sending deleting interval of a creative 1 minute In the lower part of Media tab there is a creatives list with status it says if a creative is or is not already accessible on server If you have any doubts e g a file should be already on creatives server click button reload a view and status will be refreshed The lower table with accessible creatives contains the following columns Name name of uploaded file Action with two icons the first one allows makes it possible to see a creative the second one to delete it from server Script Id macro in the form of lt FILE_ x gt is used when adding a creative in Creatives tab it is put in a box relevant to the creative target address For example when adding an img creative in place of creative address file URL enter e g lt FILE_3 gt Server server where creative is Status ok means that a creative is accessible on server another possibility is an icon indicating uploading deleting a creative from server Version file version number Comment comment written at adding Macro lt FILE_n gt for reference to a creative appears only at the last creative highest version with OK
38. ements on the basis of their categories you should go to Categories subtab next choose appropriate categories Next to a category name you can see two numbers separated with f The first one informs of a number of placements already chosen from a particular category chosen e g by means of placements tab the second one of a number of all the placements in a Tee particular category In this case checkboxes are selected with or you can see that in Figure No 19 If you use all the placements in a particular category will be added to order If you use the placements already selected from a particular category will be taken off the order Creative Placements Categories l W sky left skyscraper i 120x60 r Ta EE a 2 C bilboard billboard 750x100 ed J Ll sky right skyscraper 12060m C1 boks bo i 4 boks boks rectangle 150x160 5 layer toplayer Ba E commerce 5 6 brandmark toplayer ET BB nazywa v2 T O brandmark toplayer M pataz B L bilboard billboard 740s LOCH g Ll INTERIA_TEST_AGA billboard 750x100 Rysunek 19 Assigning space to order impression chooser by categories 33 z 58 AdOcean Podrecznik When you accept settings for a new order with button add you change into a view where you can edit order Below a table with creatives and placements you can see the buttons accept delete
39. er time This function operates in a similar way as setting a number of impressions at 1 but a difference is that impressions stop when they reach a defined number of impressions It means that impressions until they reach a defined number of impressions take place according to a definition which says a campaign is emitted at a maximum pace allowed by algorithm without detriment to other campaigns until the assumed number of impressions in orders is achieved While without ASAP function a number of impressions is divided between a number of hours set for the whole impression time defined in an order and a certain number of impressions is emitted per every hour so as a number of impressions is spread over time as evenly as possible Percent of ASAP This is an extended option of distribution of impressions Where you set ASAP option either for the whole campaign or specific order there is a text box for a percent of ASAP vlaue 0 ASAP means even staeady distribution of impressions whereas 100 ASAP gives a maximum acceleration like plain ASAP Consecutive percent of ASAP makes corresponding grow of the acceleration of the order impressions Explanation We can imagine a situation where we have an order with a 1xUU caping and the emiter plans to distribute the delivery evenly At the beginning most probably the planned impressions numbers would be reached because in first days of the time of an order 36 z 58 AdOce
40. his Master node have to be put on the same site to be downloaded in the same place Example Master node MASTER1 first placement for Master Placement second placement for Master Placement2 third placement for Master Placement3 Web site lt html gt lt head gt code for MASTER1 node lt head gt lt body gt here in appropriate places like in standard campaign codes for Placement1 Placement2 and Placement3 lt body gt lt html gt It is important that a particular Master is responsible only for placements assigned to it i e you must not mix Master codes with placement codes 53 z 58 AdOcean Podrecznik 6 Additional functions a Summary reports In Summary reports tab it is possible to generate a summary report for all the campaigns all the publishers Weekly report 02 01 2006 08 01 2006 l summary only summary and day by day Rysunek 23 Summary reports A report can be generated for a chosen day week month and for specified dates You can generate a summary report for these periods or additionally to a summary report a report for every day from a particular period separately A report after it is generated is sent at a given email address in csv format comma separated values this format is opened by all the office programmes with spreadsheet Time of report generation and sending depends on the quantity of data for processing If a generated report cover
41. ive name form weight and URL i e a web site to which a creative redirects if it is not given URL will be taken from a campaign definition comment optional Next click add creative and go to defining a creative code On the bar you can select a proper creative code from among HTML JS SWF FLASH or IMG CAMPAIGN MEDIA CREATIVE SITES MEDIAPLAN IMPRESSION STATISTICS PROPERTIES HTIMLIS SWF FLASH IMG Rysunek 9 Bar with creatives code 23 z 58 AdOcean Podrecznik 1 img src creative file a planner fills in data for the creative file URL actual location of a particular file swf gif etc file size width height attribute style css style and target i e a window where a website will open if you click on creative blank self parent _top If actual file size is different form the size given in a form the file actual size is displayed and values given are ignored Creative IMG file data Creative sif paz File URL http wwe fie comereatve pq Width 750 pixels Height foo pixels Attribute style order 10px solid blue mangin left 200px _ blank Attribute target a P _ parent _self add Back to creatives list Add new creative Rysunek 10 Adding img creative 2 swf creative file a planner fills in data for swf creative and gives swf file name file URL its actual location on server redirection variable i e a
42. lace to be a part of Master space define slave placement in the node already added i click a white icon or button Add placement li define a name type category URL e Download a code for Master click icon which corresponds to the Master node and codes for slave placements f Put Master zone code in lt head gt section of the site while codes for particular slave zones in appropriate places of the site code Define Surround for a concrete campaign a If a campaign already exists edit it if not create new one b Define creatives which are to appear in Surround c Select placements here you have to choose our defined Master node d Go to defining campaign orders click Plan e Surround subtab appears in order to add new surround click icon f Give a name and choose Master node press OK to accept g Define a number of impressions impression time and priority as in a standard order Next assign appropriate creatives defined in item b to relevant placements for Master node h Click accept 52 z 56 AdOcean Podrecznik How to handle placement codes and Master code a You should download a code for Master node it is in Administration gt Publishers gt in Action column click icon TE Find there a Master you added b Put this code in lt head gt section on a web site where Surround is to be emitted c Placement codes corresponding to t
43. lution e There is a possibility of rotating a particular order creative according to specified creative cycle In addition there is BestPerforming option available which allows for emitting creatives with the greatest effectiveness creatives with the highest CTR ratio It is possible to define advertising space in such a way that creatives emitted on a particular website depend on each other e g you emit Billboard_1 together with SkyScraper_1 It makes easier to emit competitive campaigns on the same advertising space this is so called Surround order Advertising creatives can be displayed with the use of certain words in a search engine There are no limits as regards a format of creatives displayed The impression system serves all the rich media creatives For some types of creatives defined as javascript code there are templates of creatives which allow for getting a finished creative just through completing a code with missing elements paths to files You may also create your own templates and use a function of copying creative forms It is possible to integrate creative servers with AdOcean interface This makes it possible to upload creative files flash gif etc on http server with the use of AdOcean which to a significant extent facilitates entering a campaign and taking care of defining a creative in a correct way Advertising space may be divided in the same way as a portal is or in advertising agencies case int
44. ned 41 z 58 AdOcean Podrecznik Example of campaign orders Order1 creative1 on placement1 number of impressions 1000 Order2 creative2 on placement1 number of impressions 1 Order3 creative3 on placement1 number of impressions 1000 If to such a plan you add a cyclical capping creative1 gt creative2 gt creative3 gt creative1 gt etc then after the first cycle order2 number of impressions 1 will be finished as it achieved a limit of impressions Then the whole cycle will be stopped and there will be no impressions emitted for other orders no 998 impressions emitted for order1 and 999 for order3 If you choose option sequential impressions to a user will be emitted in a proper order and when a sequence is finished a creative emitted will be the creative which is the last one in the order Example You have three creatives creative_1 creative 2 creative 3 set a sequential camping for them in such an order in which they are mentioned above In such a situation impression is as follows creative _1 gt creative 2 gt creative 3 gt creative 3 gt creative _3 etc Option BestPerforming operates in such a way that after a given date on placements only those creatives will be emitted which achieved the highest click through rate CTR and all these whose CTR is lower by less than 10 than the highest one for each placement CTR is calculated separately CTR is calcul
45. ng Comment A special placement has to be created new for every campaign in which you are going to use a blocking capping The same placement may be used once again only if you are sure that it is not used in any campaign any more all campaigns have to be finished Conditional capping internal usage Used in special cases cappings unavailable in the interface added at customer s request 44 z 58 AdOcean Podrecznik iii Targeting Targeting differs from cappings as for targeting otherwise than for cappings information stored in cookie files is not required In Plan tab select Targeting subtab CAMPAIGN MEDIA CREATIVE SITES MEDIAPLAN IMPRESSION STATISTICS BRIEF ORDERS SURROUND CAPPINGS TARGETING New target os_browser Target Geotargeting Target on 05 Browser CI All Windows Cl Internet Explorer 5 x E Windows 95 98 ME M Internet Explorer 6 x and higher E windows 2000 NT M Mozilla Windows XP without SP2 L Netscape Windows XP SP2 C Firefox MacOS9 MacOsSx L Opera CI UNIX Linux MacosX Screen Resolution Domains 1 W billboard billboard 750x100 7 OE 2 skyscrapper skyscraper 120x600 Te Te ey Sy E bi 3 O boks boks rectangle EH Test_cemuus 4 0 layer brandmark 5 5G6_skyscraper_lewy skyscraper 120x600 ET sot 6 5G_skyscraper lewy skyscraper 120x600 EM HM wyDawc EXAMPLE CAMPAIGN 7 O 5G_baner baner 468x60 Rysunek
46. o particular websites It simplifies administration of advertising space Every advertiser has its own login which allows for an access to campaign statistics of particular advertiser and makes it possible to track a campaign progress in real time There are also agency accesses A set of advertisers is assigned to a particular agency The agency can see all the campaigns of its advertisers under its access 6 z 58 AdOcean Podrecznik Technical potentialities of the system for measuring campaign effectiveness As far as measuring of campaign effectiveness is concerned AdOcean has been integrated with the advanced gemiusDirectEffect study by Gemius S A a tried and tested tool in the Polish market The system integration makes it possible to get the highest possible quality in presenting results of advertising Campaigns run gemiusDirectEffect study allows for measuring effectiveness of the campaign in progress in many respects e measuring a number of actual impressions emitted in accordance with IAB Europe guidelines e measuring a number of users e measuring a number of clicks on creatives and a number of users who clicked on the creative e measuring successful clicks or conversion onto the advertised website integration with gemiusTraffic or stat pl studies e measuring any number of post click or post view actions taken by advertisement users on the advertised website e measuring effective frequency of advertisement dis
47. or URL address You should only give a name and decide if this is to be master node or ordinary node If Master checkbox you may also give actual URL but it is not required A person preparing plans should properly define placement hierarchy to make it correspond to actual layout of pages in the space of particular site In a process of deleting leaves it is also verified if a particular zone is on a list in orders or cappings in any campaign if it is an error message will appear and it will be impossible to delete such a placement It is possible to delete nodes when all the placements inside a particular node are deleted In general it is not recommended to delete zones this poses problems of placement cohesion in AdOcean system and www space Downloading placement codes When you add a placement in line Code there are two icons and wll If you click on the former one you can see placement code and code operation in testing www site in AdOcean system For every zone you should download placement code and put it on Publisher site 16 z 58 AdOcean Podrecznik Working statistics of placements The second icon Lil opens a new window with statistics for a particular placement This icon is also available for nodes Statistics for nodes include apart from summary statistics for a node statistics for particular placements of particular node Working statistics contain information concerning visits during the
48. our scheduled for 70 of the remaining time of an order hence full time of an order 2 hours 70 Because 30 of deliveries point no 2 is planned at the beginning for the 70 of the time of an order so in the first hours or days if the order s time is long the emiter delivers more than in the later hours The number that equals 70 of the remaining time is adjusted each hour and this is why the delivery of the 30 of impressions are being served during whole time of the order and not only in the first 70 of its time Since the plan for each hour is changed according to the time passed and impressions delivered therefore the number of impressions planned for the consecutive hours lowers gradually causing that the pace of the acceleration of the delivery lowers 37 z 58 AdOcean Podrecznik OverEmit OverEmit function causes that if when order time is over and a number of impressions defined for order has not been achieved the order will be still emitted until this number in ASAP mode is achieved Detailed impression time is not observed any more It means that if order impression was defined every day between 10 15 and when order is finished it changes to OverEmit mode this order will be emitted all the time without taking into account this time period When you select OverEmit option one more radiobox appears OverEmit taking into account defined impression time applies after campaign is finished This f
49. play e geolocalisation of advertisement users divided into provinces and more than 2000 towns in Poland e technical parameters of users who have been reached by the advertisement browser operating system etc e relation between clicking and effective frequency of advertisements display All the indices are measures in an exceptionally short time data are available on line with a two hour delay For each campaign it is also possible to export data to csv files or download a professional report in pdf format such a report is generated once a day and contains data until update 7z58 AdOcean Podrecznik To define a campaign have it emitted and have statistics produced you should Choose or add and choose a campaign advertiser Set a campaign duration priority and other options of campaign mode Define creatives Choose advertising space of sites for impression oF O N gt Make an impression plan a define orders b define cappings c add selected forms of targeting 6 Accept resume campaign All these items are described in detail in the manual 8 z 58 AdOcean Podrecznik 2 Advertisers agencies a Advertisers Each campaign has its advertiser assigned an exception is a self promotion campaign Each advertiser has an access to statistics of its campaigns An access is granted after login and password defined for a particular advertiser are given Adding and editing a
50. pping A solution in such a situation is to delete a capping and to create it once again iv Surround General information A special type of order is Surround A creative is assigned to special slave placements in relation 1 to 1 which means that one creative goes on a concrete site placement while the other on the same site is emitted on the other also defined in advance place On a Publisher s Site there has to be Master script in lt head gt section in html file Slave placements of this Master can be located in any place on the site but all of them have to be on one and the same site Surround operates according to the rule all or nothing The first creative displayed from the Surround package makes other slave placements pass for its Masters use may be cutting out other Surrounds and orders 51206 AdOcean Podrecznik Recipe for defining Surround Define MASTER advertising space a After logging go to Administration and then select Publishers b From a site list choose a site where you are going to define MASTER space and in Action column click icon TS which transfers you to a tab where you can edit advertising space c Choose a subnode where you create MASTER space and clicking an orange icon next to the subnode or button add node on the right side of the view you go to adding a new node Enter a name select If Master checkbox and click Add node d For each p
51. previous 24 hours week and 28 days Next they list campaigns which are emitted on a particular placement node In order they are commercial self promotion suspended and waiting campaigns their priorities are given as well b Creating MASTER space Define MASTER advertising space a When you log in go to Administration gt Publishers b From sites list choose the one where you are going to define MASTER space and in Action column click icon TE which transfers you to a tab where you can edit advertising space c Choose subnode where you create MASTER space and clicking icon Gi next to the subnode or button add node on the right side of the view go to adding a new node Enter name and select If Master checkbox and click add node d For every spot to be a part of Master space define Slave placement in Master node just added i click on white icon or button add placement li define name type category URL e Download a code for Master click on icon corresponding to the Master node and codes for Slave placements f Put Master zone codes in the web site lt head gt section while codes for particular Slave zones in appropriate places of the website code 17 z 58 AdOcean Podrecznik 5 Defining campaign CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES T Campaign Chooser Campaigns Type m self promotion Status 7 finished change view A
52. s and those for whose creatives cappings on a particular placement have not been fulfilled i e for example if capping 3xUU is set and a user has seen an advertisement just once so far From among these orders a group of orders is chosen which belong to a campaign of the highest priority campaign priority is of top importance at choosing a creative for impression If there are several campaigns of the same priority then a campaign for impression is chosen according to campaign defined weights the weights are treated the same as creative weights explained below Next from among the campaign orders which can be emitted an order of the highest priority is chosen Then all the creatives of this order are chosen and according to weights a creative for impression is chosen at random unless cyclical or sequential capping is set If there are three creatives in the order whose weights are Creative1 weight 100 Creative2 weight 100 Creatives weight 200 one of these creatives is chosen at random for impression but the probability is 25 for Creative1 25 for Creative2 and 50 for Creatives Order status Status which an order may have similarly as for campaign described in chapter 5 a waiting current finished and suspended For orders it is possible to immediately block an order by selecting a checbox in Action column and clicking icon set the selcted as disabled If you want to unblock an order you
53. s a long period of time and moreover option day by day is selected then waiting time for a report may be extended up to 30 minutes If a report size is large it is divided into parts and compressed zip format A format of file generated and sent at email address is as follows in subsequent columns Date DMY Web site Campaign name Campaign type Advertiser Order Placement Category Creative Impressions Reach Clicks If a report is generated for a period from to column reach will remain empty It is a result of the fact that such a report is generated as a sum of daily reports for such reports it is not possible to give reach a sum of reaches for particular days will not be a reach for a particular period 54 z 58 AdOcean Podrecznik b Statistics of impression attempts gDE statistics Statistics present a number of impression attempts Impression attempts are data from the emitter not corrected with gDE statistics gDE data eliminate from impression attempts the impressions which finally were unsuccessful e g due to disconnection closing a browser clicking through before loading the advertisement onto another site The difference between a number of impressions and impression attempts is usually 5 10 A view of statistics of impression attempts contains information for each order in a particular campaign The information gives a number of scheduled impressions a number of impression a
54. should selects a checbox next to his order and click on icon 4 set the selcted as active 39 z 58 AdOcean Podrecznik ii Cappings Cappings as well as targeting are defined for a set of creatives connected with a set of placements i e they do not relate directly to orders A difference between cappings and targeting is that cappings include all the types of targeting for which a cookie file is required while all these types which do not use a cookie file belong to targeting New capping F ample capping Capping type Frequency capping within campaign duration Frequency Caping O Emission program random weighted sequential cyclical best performing from date i houf 00 Keywords Questionnaire Capping Conditional capping internal usage Creative P i E sky left skyscraper 120x600 a Sa 2 IM bilboard billboard 750x100 ts tg ay E E 3 LI sky right skyscraper 120x500 4 boks boks mctangle 150x160 s LI layer toplayer FA IB tein art test 6 brandmark u player CH M Pierwsza T C brandmark toplayer w Billboard 75hc100 A a L bilboard billboard 750x100 Fasa 9 L INTERIA_TEST_AGA billboand 750x100 Szyper lama LO z ELELELEL player L Tale wu Rysunek 21 Adding capping Types of cappings available e Frequency capping within campaign duration A capping defining a number of impressions displayed to one user within campaign duration
55. sible to use button Suspend now which immediately suspends a campaign in emergency error on site wrongly defined plan etc System response time i e to suspend a particular campaign is up to 30s from the moment the button is used 22 z 58 AdOcean Podrecznik Monitoring campaign To monitor a campaign in a statistics module in a newly created campaign you should select a checkbox of monitoring with gDE system selected by default and next accept a campaign All the data about a campaign will be delivered to a statistics module once a campaign is defined as complete at least one creative one placement and one order after button Resume campaign is clicked If you include a camping in as well as exclude a campaign from monitoring it is permanent If you have made a mistake you can 1 delete a campaign just created and once again create it with a correct mark of monitoring 2 if already there are statistics for a campaign contact with AdOcean administrators Data in a statistics module are updated each time a campaign is resumed After significant changes in configuration e g adding a new object a campaign results are recalculated on new conditions which takes from 15 minutes to several hours depending on the number of campaigns and their complexity b Defining creative When you go to Creatives subtab it is possible to add a new creative if you click on icon Give creative data creat
56. status the same will apply if you use the macro it will refer to a creative of the highest version Uploaded creative files for the campaign No Name Action Script id Server Status Version 1 1 knorrnudle_brandmark_400x400 swt a m ai mFILE_ 1 o gt emiter s myao adocean pli ok E 1 2 top4x3 brzuch sw1 emiter s myao adocean pli gt 1 3 tp_neostrada 468Bx60_20_git gif emiter s myao adecean pl Rysunek 13 Uploaded creative files to server 28 z 58 AdOcean Podrecznik Comments 1 Acreative is assigned to macro while sending information to emitters statically The fact that the highest version was deleted new version added will be noticed only during the next update of data on emitters 2 An exception is quick replacement of creative to delete the creative highest version and creating a new version with the same name connections in emitter are through fully qualified URL of creative d Advertising space chooser Web sites tab is to choose advertising space where a particular campaign will be emitted When you click on this tab a view with three subtabs opens sites categories and types These subtabs make it easier to choose placements for a campaign a Sites subtab In Sites subtab choose placements by advertising spaces assigned to publishers To facilitate selecting unselecting a number of web sites at one time use icons select all or unselect all
57. ted creatives Copied creatives have names according to the following pattern nazwa_skopiowanej_kreacji_ copyn n takes subsequent values of integrates 26 z 58 AdOcean Podrecznik c Use of Media tab Description of view Media tab consists of two parts In the upper part of the view there is a panel which allows upload of creative on the selected earlier defined server Creatives server is added to servers list as well as interoperation with AdOcean is started manually CAMPATGN MEDIA CREATIVE SITES MEDIAPLAN IMPRESSION STATISTICS Upload creative file Select creative file Browse Upload on server emiterfst myao adacean pl as version new creative Comment Upload reload Rysunek 12 Media tab To add creatives server you should provide authorised employees of AdOcean Sp zo o with access data to server with the following parameters access through ssh installed rsync http server Data connected with configuration and server to be made available are as follows domain chosen server name identifier which appears in interface account name login path in URL to account contents When you add server may be more than one you can upload creatives directly on these servers Media tab is intended for this purpose To send a creative on server you should select a file with button Browse next select creative version and server on which a creative file is to b
58. tems are described below 21z58 AdOcean Podrecznik Campaign status Campaign may have one of the four statuses 1 waiting in a campaigns list marked with icon a start date has not come yet and a campaign has been resumed 2 current in a campaigns list marked with icon 6 a campaign resumed start date passed 3 suspended in a campaigns list marked with icon o a campaign can be edited but at the moment is not edited 4 finished in a campaigns list marked with icon end date passed Modifying and editing campaign It is possible to modify a campaign and its elements within its duration You should use Edit campaign button in the main view of a particular campaign a screenshot with campaign basic data is presented in Fig 8 When a campaign editing is finished you should again go to the main view of the campaign and press End editing campaign In the campaigns list a campaign whose edition is in progress has in Status kolumn icon indicating a campaign edition status icons edited by us and edited by another user Important Changes made in a current campaign will not be taken into account until button End editing campaign is pressed You should remember that ending a camping edition does not result in resuming it at the same time To resume a campaign you should click Resume campaign or Resume now In a current campaign in addition it is pos
59. the aforementioned capping illustrated with questionnaire impression You should create additional placement in Publishers tab lets call it placement_stop Put a code of this additional placement on the last page of a questionnaire e g on the page with thanks for completing a form Next in tab Administration gt Campaigns gt Creatives define a special creative e g named auxiliary_creative will be assigned to placement_stop in order description below In tab Plan gt Orders define order which assigns to a creative questionnaire popup creative appropriate placements on publisher site In addition you can specify a Capping e g 3xUU for this order Next define a special order assign placement_stop to auxiliary_creative in order setting impression at 1 Then define a blocking capping to auxiliary_creative assign placement_stop 43 z 58 AdOcean Podrecznik Effect of orders and cappings defined in such a way A user will have a questionnaire displayed for 3 times If a user 3 times refuses to fill out a questionnaire it will not be displayed to him her any more it will be caused by 3xUU capping Whereas if a user fills out a questionnaire first time i e he she gets to a site with thanks where a special placement placement_stop is located the questionnaire will not be displayed to him her any more impression will be blocked by blocking cappi
60. ttempts a number of impressions left to be emitted impression progress in percentage and the date of last update The statistics are updated once an hour Comment Update column gives time when the last non zero results were added to the database If there is no impression in a particular period data to the database will not be added and consequently the date will not be updated Data of impression attempts are just approximate data There can be intervals in their update Accurate data which show campaign statistics are given in the main tab Campaigns You can go to them also in the main tab Administration in the view of a particular campaign if you press icon Wl in the right side top corner of the interface SUMMARY REPORTS ADMINISTRATION 05 11 03 2006 12 30 m A fel ul Rysunek 24 Switching to campaign statistics 55 z 58 AdOcean Podrecznik The statistics made available by gDE for commercial and exclusive campaigns are updated once every two hours while for self promotion campaigns data are updated once every 24 hours The situation is different for campaigns in which changes were made when they were current or when they finished data of such campaigns need processing from the beginning of campaigns It is obvious that quantity of data for processing is considerable therefore to prevent affecting update of current campaigns with normal progress by processing of changed campaigns
61. unction causes that if when campaign duration is over a number of impressions defined for orders has not been achieved these orders will be still emitted until this number in ASAP mode is achieved If any of these functions OverEmit ASAP is defined for the whole campaign all the Campaign orders are emitted according to this campaign settings Thus if a campaign has ASAP and or OverEmit options set it is not possible to change them for particular orders An option should be defined for the whole campaign if you know that a particular mode will include all the orders of a particular campaign If you set both ASAP and OverEmit funtions impressions in ASAP mode will be first in current order if an order is not completely emitted within the time allotted for this order it changes to OverEmit mode which operates as ASAP but when the defined order time is over Priorities of orders and campaigns weights the way how creatives are chosen for impression The moment an emitter receives information about impression on a particular placement then on the basis of priorities and weights it determines which order will be emitted and which creative of a particular order 38 z 58 AdOcean Podrecznik Short description how it takes place in practice First all the orders which can be emitted on a particular placement are found These are all the orders whose number of impressions has not been achieved evenly spread impression
62. y as possible List of potentialities for planning a campaign e AdOcean system allows for defining any number of impression orders combining creative placement pairs for any advertising campaign e For every campaign or order it is possible to set parameters of priorities for putting an impression plan into effect e Every campaign or order may have within full hours any impression time defined e g you may define advertisement impressions on the following conditions only once a week between 12 00 and 13 00 only at weekends or only on working days e Itis possible to receive reports on impression progress which are generated automatically once every 24 hours e Campaign may be directed at users a definite number of times within campaign duration during a month week or day for example a creative is to be shown 3 times a week per user e Campaign may be geotargeted targeted only on users from a particular country province or city Geolocalisation for Poland is with a unique accuracy of 75 e Campaign or particular orders may be targeted on certain address classes IP Impression may also depend on a type of connection or Internet provider e Campaign may be targeted on users of certain operating systems or browsers for Windows XP in addition there is a division into users with and without Service Pack 2 5258 AdOcean Podrecznik e Creatives may be emitted for users who use monitors of particular screen reso

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