Select one of these options if your campaign aims to increase the reach of your brand.

Goal	Description
Reach	This goal is perfect for advertisers seeking to optimize the exposure of their ads to a wide-ranging audience. By prioritizing reach, you are focusing on expanding the number of distinct households and individuals who see your advertisement. This objective is especially well-suited for brand awareness campaigns.
Incremental Reach	If your primary advertising campaign is focused on linear TV and you have identified gaps in audience coverage, this goal can help bridge those gaps. It strategically targets audiences that may have been underexposed or completely missed on linear TV, ensuring wider coverage and reach.
Competitive Conquesting	This strategy is designed for advertisers seeking to access their competitors' audience. By retargeting viewers who have previously seen competitors' linear ads, brands can effectively introduce their product or service as a superior alternative.

Select one of these options if your campaign aims to generate more website traffic, increase app usage/installation or screen time.

Goal	Description
Website Conversion	If your main Key Performance Indicator (KPI) is to increase website traffic or user engagement on pages featuring a Samsung Pixel, then this objective is appropriate. It focuses on driving users to perform a specific action, such as making a purchase, signing up, or achieving any other conversion metric on the website. See Website Conversion Campaign to set up this campaign type.
TV App Usage	For advertisers promoting Smart TV applications, the primary objective is not only to ensure app installation, but also to encourage app launch and usage. This strategy is particularly effective for new app launches or increasing user engagement for existing apps.
Mobile App Usage	Similar to the TV App Usage, this goal is specifically designed for mobile users. Whether you are launching a new mobile app or seeking to boost user engagement on an existing one, this goal is your ultimate solution.
Game Plays	Tailored for the gaming industry, this objective places the utmost importance on driving users to play a particular game on a more frequent basis. Whether it involves the introduction of a new game or the promotion of an already beloved one, this goal effectively increases user engagement.
Tune-In	Designed for broadcasters or program advertisers, this goal aims to boost viewership for a particular TV channel or show. If you are looking to increase the popularity or viewership ratings of a show, this is the ideal goal.

General Information

Specify the basic information of the campaign like name, advertiser, timing, and the goal you want to achieve:

1. Campaign Name: Enter a name for the campaign.
2. Advertiser: Enter the advertiser's name. As you type in the name, Samsung DSP will present a list to make a selection amongst the existing advertiser names. If you need to create a new advertiser, see Advertisers for more information.
3. External label: This is a free-form text field. You can provide an external label to facilitate reporting across different systems. After Samsung DSP has delivered impressions, you will be able to pull reports pivoted around this field from the Delivery extract and interactive reports.

4. Inventory Source: Select the platform(s) where your ad should be displayed. You can select more than one value. However, the choices will affect the options available in the Devices drop-down list.
5. Device: Use the drop-down list to specify the device(s) that will be targeted by your ad. Some options may not be available based on your selection in the Inventory Source drop-down list.

This table lists the devices that are available when each of the inventory sources is selected.

6. Start Date / End Date: Select the date, time, and time zone you want the campaign to start and finish. By default, the time zone is as per your user settings.

7. Linear TV ads reach: Ticking this option increases your campaign’s unique reach by taking into account the exposures from Linear TV ads. Note that this does not affect your frequency cap unless you tick the Linear TV ads option in the Frequency Cap section.
   1. Linear ads: TV ads that we automatically identify.
   2. Custom content: TV ads that you can register to monitor easily their performance. See Custom Content for more information.

Frequency cap

Frequency Caps restricts Samsung DSP from targeting audiences that were already exposed a specified amount of times to your campaign within a specified time frame. See Frequency Cap to learn more about the feature.

• Advertiser frequency cap: See Advertiser Frequency Cap for more information.
• Campaign group frequency cap: See Campaign Group Frequency Cap for more information.
• Campaign frequency cap: See Campaign Frequency Cap for more information.

• Linear TV ads: Increase your campaign frequency count with linear ad exposures. The linear TV ads exposures that will increment the frequency count are the same as those selected in the Linear TV ads reach section. When this option is selected, the Linear TV ads impressions will also be counted in the frequency cap.

Performance Tracking

This section allows you to define the parameters that will be considered when monitoring the performance of a campaign, in order to assess its effectiveness.

• Main KPI: Choose the key performance indicator (KPI) that you want to measure as a result of the influence of your campaign. Depending on the campaign goal you have selected, Samsung DSP may provide recommendations to assist you in selecting the most relevant KPI.
• Additional KPI: You have the option to select an additional KPI to combine by using this drop-down list.

Budget

Specify the budget you want to dedicate for this campaign. You will also have to select the pacing mechanism, which will determine how Samsung DSP will distribute the budget throughout your campaign schedule.

1. In the Budget field, enter the maximum amount dedicated to this campaign.

2. In the Budget Allocation drop-down list, specify how the campaign budget is distributed within the flights .

   1. Fixed per Flight: This option allows you to set a specific budget for each flight. The total budget for all flights should not exceed the campaign's overall budget. Each flight will have its own pacing mechanism, which can be configured at the individual flight level.
   2. Fluid amongst Flights: This option distributes the campaign's overall budget amongst the different flights which are setup within the campaign.
   3. Prioritized amongst Flights: This option enables you to allocate the campaign's budget to flights based on their priority order, with 1 being the highest priority. For example, you could use this option with a flight set as Priority 1 to target premium inventory, and another flight set as priority 2 for less premium inventory.

3. The Pacing drop-down list allows you to better control how the campaign budget is distributed over a time period:

   1. If you select Campaign duration, the budget will be spent over the campaign lifetime.
   2. If you select Daily, you will be able to set a limit that Samsung DSP should adhere on daily basis. Select on budget if you want the limit to be based on a monetary amount or select on impressions if you want the daily limit to be based on a number of impressions reached. If you select Fixed Per Flight, ensure that the daily cap you set for your campaign aligns with the total of all individual flight daily caps. It is crucial to accurately calculate this to maximize the effectiveness of your budget allocation as each flight's daily cap contributes to the overall daily budget cap for the campaign. For instance, if you set $100 and have 3 flights, the daily budget cap for flight 1,2 and 3 could be $50, $20 and $30 respectively.
      1. Even: This pacing option evenly spends the budget over the entire campaign duration. If it should underspend, Samsung DSP will attempt to spend the amount which was underspent as quickly as possible to catch up.
      2. Front Load: This pacing option spends the budget at a faster rate at the beginning of the campaign and then continually decreases as the campaign progresses. This option will deliver approximately 200% of the budget at the start, then reach 100% at the midpoint, and finally reduce spending to almost 0% by the end of the campaign.
      3. Back Load: In contrast to the Front Load pacing, this option spends the budget at a slower rate at the beginning of the campaign and then continually increases as the campaign progresses. This option will deliver approximately 1% of the budget at the beginning, followed by a rise to 100% at the midpoint, and finally reaching almost 200% by the end of the campaign.
      4. As Soon As Possible (ASAP): This pacing option prioritizes spending the budget as soon as possible, regardless of the campaign duration. Please note that this setting is not available for Prioritized amongst Flights.
   Some considerations to take into account related to the As Soon As Possible pacing option:

   • This setting works best with a relatively narrow target audience.
   • Display and Video (Online Video (OLV) + Connected TV (CTV)) campaigns may exceed their budget when the bid for a flight is excessively high and/or the targeting is too broad. This can result in the flight winning numerous impressions within the same second, causing the bidding process to occur faster than Samsung DSP's budget system can accurately track spend.

4. Impression Goal: This is the total number of impressions for the campaign to deliver.

5. Campaign day/time parting (if Prioritized amongst Flights is selected): This option lets you define the specific time frame in which Samsung DSP should deliver your ad in the week's course. You can specify a time zone that differs from the campaign’s time zone. By default, Samsung DSP selects all the slots. The time zone set in the General Information will also apply to the selected time slots in the day/time parting.

   1. If you want to specify a time zone different from the Campaign’s, click on the grid and select the time zone in the drop-down list.
   2. When a slot, day (Mon-Sun)/time (12am-11pm) is selected, it will appear as purple, otherwise as white.
   3. Clicking either on an hour (column) or day of the week (row) will cause the entire column (i.e., that time slot for all days of the week) or all time slots of the day of the week, to be selected or deselected, respectively.

6. Tick the Enable optional campaign-level limits checkbox if you want to set limits at the campaign level, which will apply across all flights. Once any of these thresholds is reached, the campaign will end and all its flights will stop. These apply across all flights and channels.

Flight creation & budget allocation

Create the flights that will be associated with this campaign. Depending on the selected budget allocation, you will be able to assign priority or specific budget for each flight.

1. Click on + Add Flight or Click here to create a new flight hyperlink to create a new flight.
   

2. Name: Enter a name for your flight.

3. Buyer spend: Read-only field. This will be at 0% on creation, but increase while the campaign is live to show you the percentage of the buyer spend each flight has taken.

4. Tactic: Samsung DSP retrieves and displays the option you select in the Flight Bid Tactic section.

5. Spend objective (For Fixed per Flight campaigns): Enter the budget for this specific flight.

6. Budget % (For Fixed per Flight campaigns): Enter the portion of the budget (as a percentage) for this specific flight.

7. Daily Budget Cap % (For Fixed per Flight campaigns): Enter the portion of the daily budget (as a percentage) for this specific flight.

8. Prio. (Priority Group) (For Shared (Prioritized Impressions) campaigns): This is the priority group of this flight.

At the bottom of the page, when allocating budget to each flight, you will see the following lines: Budget Spent, Budget Allocated, Budget Remaining.

• Budget Spent: This amount is calculated by adding up all the values in the Buyer Spend column.
• Budget Allocated: This amount is calculated by adding up all the values in the Spend Objective column subtracted from the amount of Budget Spent.
• Budget Remaining: This amount is calculated by subtracting the Total Budget from the amount of Budget Spent.

Confirm the campaign creation

• In the bottom right-hand corner, click on the Create Campaign button to finish. Please note that the Campaign will be created but will not be launched. If you edit an existing Campaign, the Create Campaign button is replaced by the Update Campaign button. Click the button to save your changes.

Next Step

Once you have created your campaign, you will be redirected to the campaign page and be able to set up your flights. See Set up a Flight for more information.