The Connected TV (CTV) to Website Conversion campaign is designed to increase website conversion rates by driving traffic and encouraging actions such as website visits, product page views, adding items to the cart, and completing purchases.

This campaign setup targets an audience that is actively consuming content on their television screens. By using this approach, advertisers can attract qualified traffic to their website, boost engagement levels, and reduce CPA (Cost Per Action).

Prerequisites

The following are necessary to create the CTV to website conversion 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) Create and implement a segment/pixel

Samsung DSP supports several segment types that you can use according to your need. See Segments (Pixels) for more information about the advantages of each segment type and learn how to create one.

To enable Samsung DSP to track user actions on your website and contribute to bid optimization, you must copy the tag segment and paste it onto your website.

(3) Set up a conversion group

Conversion Group defines how Samsung DSP interprets data received from the segment implemented on a website.

See Conversion Group to create and set up a conversion group.

• In the Data Source drop-down list, select Segment.
• Under Segments, click Add to include the segment you have created in the previous step.

(4) Optional: Create an audience

Use Audience Builder to create your target audience. See Audiences for more information.
Here are some suggestions to get the most out of your campaign:

• Select the Linear Ads segment if you want to target a competitor's audience. See Linear Ads for more information.
  • You can also use this segment for incremental reach by targeting an audience that is underexposed or unexposed to your linear campaign. See Use Case:Incremental Reach (Linear Reach Extension) for more information.
• Select Campaign Exposure if you want to retarget an audience that did not engage with the ad, including people who might not have clicked to be directed to the website.

Recommended Tip: Use Smart Audience

We highly suggest that you set up a Website Conversion smart audience for optimal performance. See Website conversion smart audiences for more information. Please note that your campaign must have a minimum goal of 100,000 impressions for Smart Audience to be effective.

Smart Audience is a modeled audience created from a seed audience optimized for a specific outcome/action, such as visiting a website. This simplifies the creation of qualified audiences based on customer behavior and preferences. This data is classified into different propensity groups that determine the likelihood of a targeted audience performing an action. The higher the value, the more likely the audience is to act.

Create a campaign

1. In the left pane, click on Campaigns .
2. In the upper right-hand corner, click on +New Campaign.
3. Under Drive Engagement, select Website Conversion and click Next.
4. Select Real-Time Bidding (RTB) and click on Start Creating Campaign.
5. In the Inventory Source drop-down list, select Connected TV.
6. In the Devices drop-down list, select Smart TV & Over The Top (OTT).
7. Set up the rest of the campaign form by following the instructions in Real-Time Bidding Campaign.

Set up a flight

1. Add the conversion group to the flight in the Flight Strategy tab. See Flight Conversion Tracking for more information.
2. 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.
3. 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.
4. 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:

1. 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.

2. 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.