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AdOcean User`s Manual

1. Action column click icon TE 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 place to be a part of Master space define slave placement in the node already added i click a white icon or button Add placement ii 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 choose Master nodes where you want to define a surround d Go to defining campaign orders click Plan e Surround subtab appears in order to add new surround click icon f Give a name define a number of impressions impression mode impression time and priority as in a standard order g To selected slaves you assign appropriate creatives clicking SEL at names of placements which makes an extended list appear with names of creatives defined for this c
2. moment the button is used 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 creative 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
3. 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 w a campaign can be edited but at the moment is not edited 4 finished in a campaigns list marked with icon LJ 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 possible 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 25 z 60 AdOcean Podr cznik
4. 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 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 order 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 algori
5. s eee aaa aaa aa aaa aaa aaa aaaaaaaa aaa nnne nnne nnns 16 Administration of publisher advertising space eseeeeseee 17 DE SCHDHOMOTMEW MM Gianni AA AR WAZA 17 Adding placement node es aesaee aaa aaa aaa anawa aaa aaa aaaaa aaa aaa aaaaaaaa nnns 18 Downloading placement codeS es aesae aaa aaa aa aaa aaa a aaa zak aaak zaa azak zak aia 19 Working statistics of placements esaae aaa aaa aa aaa aaa aaa a aaaa zaw aaaa aaa 19 b GTEAUNOMASTERSDACO ana R A EE Ea a CO Ez 20 Define MASTER advertising space ss au aaa aa aaa aaa aaa nnne 20 o Defining campaign eee aae aaa aaa aaaaaaaaaaaaa zaa aaa waza zaaaaaaa aaa nnne sessi sina sina asina sre a nns 21 a Defining basic parameterS euae aaa aaa aaa aaa aaa aaa aaa nennen aaa zana nnne nnne nns 22 Defining campalgh RANE 22 CAMPAIORSLAUS e UTE 25 Modifying and editing campaign assaae aaa aa aaa aaa anawa aaa aaaa aaa azak zana anek nia 25 Monitoring CAMPAIGN EE 26 Defining KE ETZ IZ NOAA 26 Ge NUS Or Meda NAD sza dE Gz 30 Description OT MEW cession a ERNER 30 d Advertising space choosSer eesaa aaa aaa aaa aaa aaa aa aaa aaa nennen nnn nnn nne naka zak nnns 32 a oS UDAD e E 32 DE Categories SUDO a ela wan ee E EE 33 0s TYDESZSUDIGD ashes Ea ene ane api ae ne Geode A ze GEE 34 e Defining campa
6. 22z60 AdOcean Podr cznik 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 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 th
7. 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 2 z60 AdOcean Podr cznik background colour attribute style and flash version used 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 FileURL ws o0 Redirection variable feickTag Width so pixels Height fioo pixels Background color Attribute style Flash version Flash 6 0 In case of lack of img e Emit swf always lack of plugin causes dunning letter for download creative C Emit if there is plugin else do not emit anything Back to creatives list Add new creative Picture 1
8. column accept the selection with add the selected You may also from placements selected earlier delete some part of them clicking on icon 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 32 z 60 AdOcean Podr cznik CAMPAIGN MEDIA CREATIVE SITES SITES CATEGORIES TYPES Site Chooser Site List d oc Bo Hid EAA Site publisher a money test M Asia art test 1 E p C Joasta testowy Picture 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 bv main categories w PR d ES EX No Action Status Main Categories 1 E L Budownictwo i 1 2 C dobra 3 E commerce 4 LI Edukacja SN Informacje 6 C Inne a Kobiety Picture 15 Placement chooser for category 33 z 60 AdOcean Podr cznik If a main category has subcategories it is possible to choose by subcategories which is more detailed To do this click on icon To select all th
9. create additional placement in Publishers tab let s call it 46 z 60 AdOcean Podr cznik 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 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 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 capping Comment A special placement has to be created new for every campaign in which you are going to
10. 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 38 z 60 AdOcean Podr cznik Saturday when impressions will be interrupted and start again on 16 May Monday at 7 in the 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
11. delete a node where you are right now delete this node add a new placement as a leaf of 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 ch or zone which is placement icon L To add placement click on icon 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 Ei When adding a node it is not possible to assign a category type 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
12. number that equals 7096 of the remaining time is adjusted each hour and this is why the delivery of the 3096 of impressions are being served during whole time of the order and not only in the first 7096 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 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 function 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
13. 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 creative 2 gt creative 3 gt creative 3 gt creative 3 etc 45 z 60 AdOcean Podr cznik 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 calculated every day and eve
14. of update for a campaign in which changes were made may be from several minutes up to a few hour 58 z 60 AdOcean Podr cznik 7 Support Additional information on AdOcean and assistance in solving immediate problems available by e mail at helpQadocean pl Contact AdOcean Sp z o o ul Domaniewska 41 budynek Mars klatka D ll pietro 02 672 Warszawa tel O 22 874 41 00 fax 0 22 874 41 01 hel adocean pl http www adocean pl 59 z 60 AdOcean Podr cznik Figure index AGANIGGRONEMIEST epre erattu EO E E GOA 9 EGUNO ole 2 LI ARE eee eee eee 11 Eding DUDISNEN NTO RE RE TONER 12 Categories tab ao ne een ee eee ae ee eee en enn YA Ed 13 Placement chooser for categories cccceeccceecccecceaececeeecseeeeseeeseuseesueeseesanees 14 Edition of publisher advertising space a aaa aaa aaa aaa aa eene 17 Screenshot of campaigns list es ee aaa aaa aaa aa aaa kaza wana zak zaaa nnn 21 Campaign basic data uuu saaa ea aaa a aaa waza aaa aaa zaaaa aaa aaaaa zakk zaaazaaaa nnns 22 Bar With Creates COd swo eie eo IAS eR SF Ext niii ees x o alid nou R sip 26 Adding MO CIEAUNE T 27 Adding lash CAINE zaa AE R a rbd das Faai wi 28 Mei e ZEE O CERCA 30 Uploaded creative files to server _ euaa aaa aaa aaa aaa aaa aaa aaa aaa aaa aaa nania ia 31 Screenshot of site Chooser ae aaa e aaa aaa aaa aa aaa zana
15. 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 capping 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 Master s use may be cutting out other Surrounds and orders Recipe for defining Surround Define MASTER advertising space 52 z60 AdOcean Podr cznik 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
16. zana zaw aaaa aaa zana wie 33 Placement chooser for category e ae aaa aa aa aaa aaa aa aaa zana aaa zaaaaaazaaaaaaaaa ia 33 SUA iN Plan IAD saseta OE ESEE S 34 AGING Orda czai RARE m TNR 35 Assigning space to order impression chooser by placements 36 Assigning space to order impression chooser by categories 37 Editon of order ido EUM 38 AdO CAD ej aro KRN T 43 Adding targeting PRE 48 Assigning a creative to a slave lseessessessseseeeenee nennen nennen nnns o4 ourmar v TOSOLIS ae A AE dni eiusd iota ni vex EU on euius MPG Ee LU cups 56 Switching to campaign statistics Lecce ce eee cece ceeeceeceeeeaeeeseeseeeeseeseeseeees 57 60 z 60
17. 1 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 In a 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 28 z 60 AdOcean Podr cznik 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 9596 REDIR9696 is changed into a link which counts clicks 969e TARGET URL 9696 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 eithe
18. 2 18 2005 12 18 2006 01 17 e e lil 4 nowa kampania comm 2005 12 14 2005 12 14 2005 12 15 9 9 u 5 test wznow 1 comm 2005 12 10 2005 12 10 2006 01 09 c lil 6 tescik comm 2005 11 22 2005 11 20 2005 12 18 Q 9 u Picture 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 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 21z60 AdOcean Podr cznik If the entire campaign is defined in ASAP or OverEmit mode de
19. AdOcean ocean mo liwo ci AdOcean User s Manual Copyright AdOcean Sp z o o 2006 AdOcean Podr cznik Table of contents LIMO OGUCNOM ao U AE E W pios 6 Technical potential of the impression system as aaa aaa aaa aaa aaa aaa zain na 6 Technical poteniialities of the system for measuring campaign effectiveness 8 Z POV SISOS AGENCIES eee O eu OO e EROS EO MEM DD DE U 10 ANCS GG TCO A RE AE EPA 10 Adding and editing advertiser s data e eeaae aaa aaa aaa aaa aaa aaaa zak zaaazac ia 10 POU SOOM Seasons RARE AAA SE a AE ECA AA CA Aa A ad 11 DAGON O zai ESEE A E EE ee ee eee eee ee 11 Adding and editing agency data esaae aaa e aaa aaa aaa aa aaaa aaa azaaazaaazaaaanG ca 11 S FUBISNETS Cale OL IBS scat JA eo ue EO dni uua RD SUUM a eap eI NM Z E uu DEL ZOE ei 13 a 1 UBISNET uicem OR OAZA Sorten OD uns ROEE M TUI HUI QUAE 13 General isieut iio s RET OCE OE 13 Description of vieW eeuaa aaa aa aaa aa aaa aaa aa wana aaa aaa kaza aaa nnn waza naka Saareen 13 D COJONES aka AA ERU OE OSO eee eee 14 General INIO NANO E alli e e e EEG PA GEO eE 14 4 Defining advertising space esuaee aaa aaa aaa aaa anawa aaa aaaaa aaa aaaa aaa aaaa aaa nnn nnns nnn nnns 16 a Creating space nodes placements esaa aaa aaa aaa aaa aaa aaa aaa aa aaa zania ana0 16 Introductory information
20. Budownictwo 1 dobra E commerce Edukacja Informacje Inne ITFIIITI Picture 4 Categories tab 13 z 60 AdOcean Podr cznik 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 It is possible to add a new category if you click on icon L 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 FS collapse all 13 sort alphabetically 27 sort on first entered 7 select all unselect all E invert selection 3 3 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 Each placement may belong to more than one category CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES Publisher advertising for category Category s data Categor
21. 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 contents emitted on www sites Benefits are fewer connections to emitter and possibility of emitting Surround 16z 60 AdOcean Podr cznik advertisements 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
22. a campaign 41z60 AdOcean Podr cznik 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 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 impressions 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 creat
23. ame 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 examadv Password IM Password p Agency example agency gt Comment add Picture 1 Adding advertiser 9 z 60 AdOcean Podr cznik 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 Regular reports To receive reports on a particular advertiser s campaign in tab Regular Reports you should define the settings related to reports e mail address if more than one address is given they have to be separated by commas or given in separate lines language of report Polish English or Czech You should also select a type of report you want to receive Types of reports daily sent at a selected time weekly sent on a selected day of the week at about 6 a m monthly sent on a selected day of the month at about 6 a m at the end of campaign for commercial campaigns sent 4 hours after the campaign finished for self promotion campaigns 24 hours after the campaign finished b A
24. ampaign to accept click OK fig 23 Creatives are changed deleted from a placement with clicking SEL once again h Accept settings with button add 53 z 60 AdOcean Podr cznik Placements tree fea Ta amp 34 CH TEST GEMIUS EHEJ money test 5 Haster M bilboard Billboard ufO0 SEL board sky left Styacraoer IZUKEDU SFL sky left sky fight Skyscraper 120x600 SEL sky rgh ECHEN test depi2 M placement 1 HBHib5oa LU Select creative x Picture 23 Assigning a creative to a slave It is also possible to copy a surround in the same campaign by selecting a checkbox in Action column at the selected surround and clicking icon copy The surround may be copied together with cappings assigned to it and with or without targeting expressions 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 this 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 Placement1 second placement for Master Placement2 third placement for Master Placement3 54 z 60 AdOcean Podr cznik Web si
25. ase 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 Emision Mode 05 1103 2006 12 30 o0 u art date end date Picture 25 Switching to campaign statistics 57 z 60 AdOcean Podr cznik 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 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
26. ate 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 Placements tree categores wee Order Ta Ta A st dc odo Name example order di er omes Nerei H E3 C Jola p p E 3 Bl WYDAWCA EXAMPLE CAMPAIGN Impression A Bo ASAP M OverEmit z Em B strona mode T ee T Defined as campaign duration LL ba Emission time from FF to m mayer EE strona3 Priority 200 f May 2006 x 3 Ba O stones L Today ERE add Back to orders list Create new order Creations list No Action Creative Creative format 10 11 TIT 24 25 26 PIM 1 w billboard billboard 750x101 31 2 O skyscrapper skyscraper 120x6 Select date 3 a boks boks rectangle layer brandmark Picture 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 number a number of impressions per hour will be limited and definit
27. ble by IP addresses or address classes In one targeting you may add 10 classes IP addresses If you add more complicated expressions it may significantly slow down operation of AdOcean 6 235 In this type of targeting i variable is used An expression is entered in a geotargeting expression box 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 49 z 60 AdOcean Podr cznik e Type of connection and Internet provider Targeting is also possible depending on a type of connection e g permanent connection unrecognised connection and in addition you may also specify the Internet provider At the moment targeting by a type of connection and Internet provider concerns only Poland Of course appropriate creatives and placements should be selected as well as added targeting accepted with add e Screen resolution Targeting for users of specified screen resolution You may use defined screen f JI 6 JJ resolutions or define your own x and y variables x width y height used for defining a targeting expression take relevant values of screen resolution e Domains Targeting is also poss
28. ccurate 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 37 z60 AdOcean Podr cznik Name example order Time period ALL 7 from vyyy mm dd 00 wf 59 Hours e g 0 7 15 18 20 22 Days of week workdays Weekends All Set Delte 2005 December 2005 January 2005 February 2006 2007 Apply data Data day saan week month 00 01 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 CC 206008 CLC 2006 01 04 C C _ 2006 01 05 C C _ 2006 01 06 0C C _ 2006 01 07 CC 2006 01 08 C C _ Picture 20 Edition of order time 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
29. 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 PERIODIC REPORTS Publisher Info Mame example publisher Login examplep Comment Publisher advertising space Placement data dan Ha B v Placement name example slave 1 lig example pubiishee gi 3 Type Billboard 750x100 kd EM example master M 1 Category add axample placement URL Cost CPM M Get from the supernode Code amp ul accept delete this placement Picture 6 Edition of publisher advertising space In table Publisher advertising space there are icons which streamline administration of advertising space They are open all LE close all TE opening and closing the entire advertising space sorting icons alphabetically and first entered ay 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 17 z 60 AdOcean Podr cznik 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
30. e 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 z60 AdOcean Podr cznik 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 OT R 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 8z 60 AdOcean Podr cznik 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 advertiser s data You should go to Administration tab gt Advertisers and then click L add advertiser Fig 1 When you enter a n
31. e 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 9 Determine if a campaign is to be monitored by gDE system usually all the campaigns 23z60 AdOcean Podr cznik 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 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 i
32. e placements whose category is Sport and which belong to Aand 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 7 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 A or 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 7 t Surround Cappings Targeting ORDERS SURROUND CAPPINGS TARGETING Picture 16 Subtab in Plan tab Each of these subtabs is intended for defining appropriate part of campaign plan The entire definition can be seen in Summary subtab 34 z 60 AdOcean Podr cznik i Defining orders To define an order you should indic
33. ed 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 itis not possible to give reach a sum of reaches for particular days will not be a reach for 96 z 60 AdOcean Podr cznik a particular period 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 attempts 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 datab
34. ed to impression by impression programmes 51 Conclusions related to the use of impression programmes 52 2 o ge 419 PASTE EE 52 General I IOTMAUO aska A o KE AAAA EA OE W A OE 52 Recipe for defining SUrrOUNGC cccccecccecceeceeeeeceeeeeeeceeeeseeeceueeseeeseeeeseeeaaees 53 Define MASTER advertising space seseseesseene ne 53 How to handle placement codes and Master code 54 6 Additional FUNCTIONS ccccccecccecceeeeeeeeeeceeceeeeseeeeeeeaeetaeeteeeeceneeseeteeeseeseeeeeeneeeneeseeeses 56 a Summary Topo O ZEN 56 b Statistics of impression attempts gDE statisticS ueaaa aaa aaa zana ana 57 gels PAN 60 4z60 AdOcean Podr cznik 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 effectively as possible List of potentialities for planning a campaign e AdOcean system allows for defining any number of impression orders combining crea
35. ely 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 35 z 60 AdOcean Podr cznik 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 Placements tree categones wee fa Fo p zi d B g CH TEST GEMIUS d M Joa pl EHEN WYDAWCA EXAMPLE CAMPAIGN fH L strona 1 EHEN stronaz Ej bu soara _ myer wa M stronaa FH stronad Picture 18 Assigning space to order impression chooser by placements To choose placements 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 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 amp particular categor
36. f the highest version Uploaded creative files for the campaign No Name Action Script id Server Status Version 1 1 knorrnudle brandmark 40x40 s vet m m peFILE_ He emiter s myao adocean pli ak A 1 2 mp x3 brzuch swl emiter s 1 myao adocean pl up E l 3 tp neostrada 468x60 20 gif git emiterts myao adocean pl up 7 Picture 13 Uploaded creative files to server 31 z60 AdOcean Podr cznik Comments 1 A creative 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 When you select appropriate web sites selecting appropriate checkboxes in Action
37. g If you have defined targeting expressions it is possible to copy them The following types of targeting are available e 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 Variables used in geotargeting are as follows k country r region m city Examples 1 k 31 Poland 48 z 60 AdOcean Podr cznik 2 k 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 MacOSxX UNIX Linux MacOSX From among browsers Internet Explorer 5 x Internet Explorer 6 x and higher ones Mozilla Firefox Netscape Opera jf nothing is selected in a particular column it means emit to all ifanything 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 possi
38. gencje 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 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 10z 60 AdOcean Podr cznik CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES PROPERTIES PERIODIC REPORTS Agency Name example agency Login examplea Password jeee Password jenem Comment accept delete Picture 2 Editing agency For a particular agency you may also download a regular report the same as for an advertiser 11z60 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 ma
39. h do not use a cookie file belong to targeting Placements tree categories tree Capping Ta Ba ay Sy dc L de Name example capping C3 TEST_GEMIUS Order or Independent capping gt S Surround Fo Jola p EHE Bl WYDAWCA EXAMPLE CAMPAIGN EEE Frequency capping within campaign duration v apping s e THEE IM strona pping s typ Number of impressions per one u u F3 strona2 e strona3 add F3 strona4 Back to cappings list Create new cappinc Creations list No Action Creative Creative format Creative codes 1 billboard billboard 750x100 SWF 2 skyscrapper skyscraper 120x600 SWF 3 boks boks rectangle SWF 4 M layer brandmark JS 9 Picture 21 Adding capping When you define a capping you give a name determine if a capping is assigned to an order or if it is independent select a capping type from among the cappings types 43 z 60 AdOcean Podr cznik available description below For an independent capping you should define a set of placements and creatives to which it is going to be assigned It is possible to copy defined cappings by selecting a checkbox in Action column at the selected surround and clicking icon 4 copy Types of cappings available e Frequency capping within campaign duration A capping defining a number of impressions displayed to one user within campaign duration e Frequenc
40. ible 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 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 reuqest to the DNS server is necessary the targeting to the gemius pl domain is not fullfiled because the emiter did not know to 90 z 60 AdOcean Podr cznik 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 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 In box List of domains enter a list of domains separa
41. 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 19 z 60 AdOcean Podr cznik 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 20 z 60 AdOcean Podr cznik 5 Defining campaign CAMPAIGNS ADVERTISERS AGENCIES PUBLISHERS CATEGORIES Campaign Chooser Campaigns lype self promotion Status finished change view Advertisers alladvertisers gt commercial suspended rj ra waiting CXCIUSI current Campaign List B FH EF o Emission No Name A Type 4 Advertiser 2 creation date startdate enddate 5 Status Stats v v y a ov v v v i Mode 7 l Kampania reklam usun comm reklam_usun 2005 12 27 2005 12 25 2005 12 26 D liil test OverEmit comm 2005 12 21 2005 12 20 2005 12 21 wi test geo comm 2005 1
42. 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 18z 60 AdOcean Podr cznik Downloading placement codes When you add a placement in line Code there are two icons and ull 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 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 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
43. ign plan eeuaae aaa e aaa aaa aa aaa aaa aaa aak aaa aaaa zaa zaa zaaa aaa zzak aaa azac naa 34 DOEN ej te PCN 35 aCe Chooser Tor Ol CS M T T TOT 36 Detailed defining of order time esaaa aaa aaa aaa aa aaa anawa aaa azaaaazaaa zaa ania 37 ASAP and OverEmit functions s ae aaa aaa aaa aaa aa waza aaa aaa aaa aa nennen 39 Priorities of orders and campaigns weights the way how creatives are CHOSEMAONIMPPESSION G Na nderit visa bor RE AE A HN ERES II A ada 42 Gua S 42 3z60 AdOcean Podr cznik WAS AD INOS A OP 43 Frequency capping within campaign duration ssss 44 mise capping erasan ENER O AO 44 Impression programme random weighted sequential cyclical best DOr tali o WENN AC A CENE 44 aaepe EE EECC 46 Questionnaire Cap DING i scen sedat d GAMA R S a 46 OPETE ae 48 Ce rzyge Z 4 2 PO 48 Targeting on SO browser eeaae aaa e aaa aaa aaa aaa aaa ener nnns nnns 49 IP addresses classeS m ueueeea aaa IRR zana na nana na nana na nana na nana in nah 49 Type of connection and Internet provider sees 50 Screen FESOIUtION cccceeceeecceeceeeceeceeeeecceeececeecteeeegecsnetseeeeeseeeeeeteeeneees 50 DOMAS Aaa ZAJEC AEG AOC AGE E e R MU DC RO o0 Risks relat
44. ing 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 into particular websites It simplifies administration of advertising space Every advertiser has its own login which allows for an access to campaign
45. ive 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 42 z 60 AdOcean Podr cznik 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 17 set the selcted as disabled If you want to unblock an selcted as active ii Cappings Cappings as well as targeting are defined for a set of creatives combined with a set of placements or they are defined directly for the order 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 whic
46. proper creative code from among HTML JS SWF FLASH or IMG CAMPAIGN MEDIA CREATTVE SITES MEDIAPLAM IMPRESSION STATISTICS PROPERTIES HIML J amp SWF FLASH IMG Picture 9 Bar with creatives code 26 z 60 AdOcean Podr cznik 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 File URL http wwe fie com creative pg Width 750 pixels Height 100 pixels Attribute style order 10px solid blue mangin eft 200px e _ blank az C i Attribute target ah _ parent C self add Back to creatives list Add new creative Picture 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 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 clickTag will take
47. r into http or https depending on a protocol used by a particular site t JJ One more macro lt h 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 amp copy selected creatives Copied creatives have names according to the following pattern nazwa skopiowane kreacji copyn n takes subsequent values of integrates 29z60 AdOcean Podr cznik c Use of Media tab Description of view Media tab consists of two parts In the uppe
48. r 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 CAMPAIGN MEDIA CREATIVE SITES MEDIAPLAM IMPRESSION STATISTICS Upload creative file 9 Select creative file Browse Upload on server ermite st myao adocean pl as version new creative Comment Upload reload Picture 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 be sent You can also add a comment In order to finish a procedure yo
49. ry 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 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 the aforementioned capping illustrated with questionnaire impression You should
50. s 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 items are described below You may also sent regular reports on a chosen campaign to indicated e mail addresses the same as for an advertiser Settings for sending reports are defined in Regular Reports tab in a view of a particular campaign 24z 60 AdOcean Podr cznik 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
51. scriptions of these options below then in Impression type column there is appropriate sign 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 o G CAMPAIGN MEDIA CREATIVE SITES MEDIAPLAN IMPRESSION STATISTICS Campaign EXAMPLE CAMPAIGN Campaign type commercial Advertiser EXAMPLE gt For each order C For entire campaign Start 2005 ha fos A hour 12 00 vyyy mm dd End yyyy mm dd 2006 hz 3o hourf3 59 Priority standard gt nonstandard Campaign share 100 Global URL Ihttp aneta anetas example_campaign Ip html Introduced by test gemius Impression mode On 2005 11 09 hour 11 37 Last modification s 2006 01 19 hour 12 04 time Monitored Yes Full statistics enabled Comments Apply changes Delete campaign Finish Campaign Edition Suspend campaign Suspend now Picture 8 Campaign basic data
52. 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 60 AdOcean Podr cznik 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 display e geolocalisation of advertisement users divided into provinces and more than 2000 towns in Poland e technical parameters of users who hav
53. te 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 55 z 60 AdOcean Podr cznik 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 C summary and day by day Picture 24 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 covers 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 generat
54. ted by commas or each domain in a separate line 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 JJ JJ 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 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 51z60 AdOcean Podr cznik 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
55. thm 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 39 z 60 AdOcean Podr cznik 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 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 lo
56. tive 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 7596 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 5 z 60 AdOcean Podr cznik Windows XP in addition there is a division into users with and without Service Pack 2 e Creatives may be emitted for users who use monitors of particular screen resolution e here is a possibility of rotating a particular order creative according to specified creative cycle In addition there is BestPerform
57. u should press Upload A creative will be downloaded by the system and in the nearest future sent on server 30 z 60 AdOcean Podr cznik 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 969eFILE x9696 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 status the same will apply if you use the macro it will refer to a creative o
58. 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 iii Targeting Targeting differs from cappings as for targeting otherwise than for cappings information stored in cookie files is not required To define targeting select Plan tab gt Targeting When you define a targeting expression give a name determine if a capping is assigned to an order or if it is independent select a targeting type from among the targeting types 47 z 60 AdOcean Podr cznik available description below For an independent targeting you should define a set of placements and creatives to which it is going to be assigned Placements tree categores tree Target fe Ja SEEM Name example geo C3 rEsT GEMIUS Foe Independent target gt FB Jota pi eee ECHES B WYDAWCA EXAMPLE CAMPAIGN Geotargetting gt Eu IB strona Target expression Em strona2 EA a Select country Polska gt strona 3 BE tonas Target stype Region none region gt City none city gt Add to target expression Clear changes add Back to targets list Create new target Creations list No Action Creative Creative format Creative codes 1 v billboard billboard 750x100 SwF 2 skyscrapper skyscraper 120x600 SWE 3 a boks boks rectangle SWE Picture 22 Adding targetin
59. wer 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 3096 For the first hour of an order 30 is evenly distributed for 7096 10096 3096 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 40 z 60 AdOcean Podr cznik 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 hour 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
60. y 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 amp JI to order If you use the placements already selected from a particular category will be taken off the order 36 z 60 AdOcean Podr cznik Placements tree Categories tree fe Ta 5i ax CH CATEGORIES Fo Budownictwa 01 Fo Kobiety 0 1 Rorrrwka 0 1 Fa ala 0 8 Picture 19 Assigning space to order impression chooser by categories When you accept settings for a new order with add button you switch to a view where 5 copy creates a copy of the order delete deletes the order add capping makes it you may edit the order Below table Order you will see buttons accept possible to add a capping to the order add targeting allows for adding targeting to the order This type of capping targeting is active only for the order it is assigned to It means that if the same creative placement pairs are used in two cappings there will be no conflict Moreover in the view you should also define a duration for the order clicking icon calendar and selecting a proper date or writing a date yyyy mm dd or choose the order which lasts throughout the campaign duration it is default time of impression if you do not give a date If you want to define more detailed impression time i e a
61. y 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 7096 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 44 z 60 AdOcean Podr cznik 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 planned Example
62. y click edit advertising space or Advertising space subtab CAMPAIGNS ADVERTISERS AGENCIES PUBLTSHERS CATEGORIES PROPERTIES ADVERTISING SPACE PERIODIC REPORTS Data Name example publisher Login examplep Password jenen Password emm Comment submit Edition of publisher advertising space Picture 3 Editing publisher info 12z60 AdOcean Podr cznik 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 For a particular publisher you may also send regular reports to indicated e mail addresses the same as for an advertiser Settings for sending reports are defined in Regular Reports tab in a view of a particular publisher b Categories General information 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 CATEGORIES Category Chooser Categories Sub Sites D 0 0 0 0 0 change view Choice list by main categories b ES No Mam Categories
63. y s name Ta Ta z E EMI Supercategory LJ Agia arl el Eu m Eu Joia testowy U a accept delete Eu Man M tech Pu hack to categories list Ex wonksuoP Eu WYDAWCA EXAMPLE CAMPAIGN Eu iredikernzris cz m C maszek esl Eu money test Eu gt nes 1 C probny wydawca Publisher subcategories Search placements Placement s name or it s part Picture 5 Placement chooser for categories To change to a subcategories list add a new subcategory or edit placements which 14 z 60 AdOcean Podr cznik 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 15z 60 AdOcean Podr cznik 4 Defining advertising space a Creating space nodes placements Introductory information 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

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