CTV to CTV Conversion campaign
- 26 Jun 2024
- 4 Minutes to read
- DarkLight
CTV to CTV Conversion campaign
- Updated on 26 Jun 2024
- 4 Minutes to read
- DarkLight
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The Connected TV (CTV) to Connected TV Conversion campaign is designed to attract new users, encouraging them to stream specific content available within an app and increase app engagement.
This solution is available exclusively to CTV app owners. Please contact your Samsung Ads account manager for support.
Prerequisites
Complete the following steps before you create your campaign:
1) Define a creative
See Connected TV if you want your creative to be compatible with Samsung TV Plus, applications within the Samsung Content Network (SCN), streaming devices and game consoles.
(2) Set up a conversion group
Conversion Group defines how Samsung DSP interprets data received from the Connected TV. This allows you to assess the level of influence your ad has on motivating an audience to open and use a particular TV application.
See Conversion Group to create and set up a conversion group.
- In the Data Source drop-down list, select TV App Sessions.
- Go to TV App Sessions to complete the configuration of the conversion group.
(3) Optional: Create an audience
Creating an audience is optional.
However, we strongly advise you to create a Smart Audience to benefit from optimized targeting.
See Tip: Use Smart Audience for more information.
Use Audience Builder to create your target audience. See Audiences for more information.
To get the most out of your campaign select App launch and/or App usage segments if you want to reach lapsed app users, existing TV app users, or network/programs data to reach similar shows to promote.
Tip: Use Smart Audiences
We recommend setting up the following Smart Audiences depending on your business needs:
- Connected TV App New User Acquisition if you plan to attract new users. See Connected TV App New User Acquisition Smart Audience for more information.
- Connected TV App Content Based Promotion if you plan to promote specific content, or genre of content, on a Connected TV (CTV) app. See Connected TV App Content Based Promotion Smart Audiences for more information.
Smart Audience is a modeled audience created from a seed audience optimized for a specific outcome/action, such as boosting user engagement with an app, visiting a website, etc. This simplifies the creation of qualified audiences based on customer behavior and preferences.
It is possible to combine multiple audiences by using the AND/OR boolean options. Use AND to get the intersection (elements common to both segments) and OR for the union (all the elements found in either segment) of segments. If you use the OR, this will extend Samsung DSP's reach beyond user-defined targeting selections. In other words, Smart Audiences will find users with a higher probability of conversion and will not limit itself to the flight targeting criteria you might select.
If you want to combine several smart audiences, you will have to:
- Create the smart audiences following the procedure described in Smart Audiences.
- Create a Standard Audience, select the smart audience(s) you have created above in the AB Audiences section and click Add Segments. See Audiences for more information.
- Use the AND/OR operator to determine the audience scale.
For flight configuration, please add this standard audience to benefit from combined smart audiences.
Create a campaign
- In the left pane, click on Campaigns .
- In the upper right-hand corner, click on +New Campaign.
- Under Drive Engagement, select TV App Usage and click Next.
- Select Real-Time Bidding (RTB) and click on Start Creating Campaign.
- In the Inventory Source drop-down list, select Connected TV.
- In the Devices drop-down list, select Smart TV & Over The Top (OTT).
- Set up the rest of the campaign form by following the instructions in Real-Time Bidding Campaign.
Set up a flight
- Add the conversion group to the flight in the Flight Strategy tab. See Flight Conversion Tracking for more information.
- If you had created an audience in the previous step, add it to your flight using the Flight Audience tab. See Flight Audiences for more information.
- Set up the Maximize Conversions bid tactic to use machine learning to drive a higher website conversion rate and a reduced average cost per action. See Maximize Conversions Bid Tactic for more information.
- Finish setting up your flight by following instructions in Flight Setup.
Get real-time performance feedback
Track conversions in real-time with the Delivery Interactive report. Add attribution metrics to your report to capture campaign performance while it is in progress.
Use the Delivery interactive report article to learn how to create a delivery interactive report.
Evaluate what is working or worked in the past to develop optimization recommendations.
Generate post-campaign reports
At the conclusion of your campaign:
Generate a Conversion Group Based Lift Report to measure the impact on audiences exposed to your Samsung campaigns compared to audiences unexposed to your Samsung campaigns.
- See Lift report to review the best practices for creating a lift report.
- See Conversion group based lift report to learn how to create and interpret a conversion group based lift report.
Generate a Delivery report to measure capture delivery and attribution metrics for the duration of the campaign. Use the Delivery interactive report article to learn how to create a delivery interactive report.
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