Add multiple creative to flight bundle for auto-rotation

In some cases, an online media campaign can have multiple flights with the same creative ad formats running on the same publisher’s website. A typical example would be either multiple language creative in e.g. English and Arabic on a multi-language website or simply a number of different creative executions featuring multiple products of the advertiser which are all attractive to the target audience that the creative is being exposed to.

From a technical point of view, multiple flights (distinguished combination of creative, position, size, language) is programmed into Brand Central’s media planning tool using the QuickFlighting module. After uploading and linking multiple banner creative, ad tags are being generated and publishers insert each one of them into their ad server in order to deliver the ad creative from Brand Central.

Brand Central has a module called ‘Flight Bundeling’ which caters for combining multiple creative flights to one or more bundles which minimise the number of ad tags publishers need to generate and incorporate on their site and also supports auto-rotation and at the same time auto-optimization of flights and creative banner formats using multiple optimization algorithms.

The following diagram outlines how originally multiple ad tags can be combined to just one publisher bundle ad tag delivering randomly (and in an organized and optimized manner) three flight creatives:

How to create flight bundles?

Brand Central generates bundled ad tags on the fly for approved campaigns where flights of the same creative have been marked to go online and linked to a bundle.

Agency media planners and traffickers should follow this process:

• Login to Brand Central
• Select agency module “Media Planning”
• Highlight campaign and click on button to open QuickFlight module where all media planning is done
  • Create at least two flights within the same publisher and assure that the creative size e.g. 468×60 is the same and also set flight status to online
  • Mark the flights that you would like to combine to a new bundle by clicking the checkboxes at the beginning of the flight row
  • Use the ‘Add to flight bundle button’ . Please note that you need to have at least one flight selected, and you cannot add flights from multiple publishers or different creative to a new bundle.
  • If you would like to add more flights to the same bundle, mark at least one flight from the existing bundle and others and then follow the same procedure. New flights in the bundle are marked with a color automatically.
  • You can delete flights from an existing bundle by marking at least one flight from a bundle and the pressing the ‘Flight Bundle Delete’ button . Please note that currently running flights of the campaign might be effected if the publisher is not informed about that change immedately.
• At some point during the media planning stage, use the creative module and upload and link multiple (different) creative to each flights in the bundle

The following screenshot shows the QuickFlighting module with the ad bundle option for a sample campaign:

How to generate ad tags for bundles?

Ad tags can be generated from the ‘Trafficking’ module within Brand Central and all email notification and page with ad tags and download description generate automatically the correct bundle ad tag on the fly.

A sample ad tag can be found here: https://mybrandcentral.com/tags/?id=MTM1MDF8Mzk3NXxjamtFSVVZNDY3

Please note the bundle information and the auto-rotating creative at the bottom of the page.

The screenshot shows clearly distinguished bundle flights from normal flights.

Email notification can still be sent for every individual flight, although they explain that the flights have been bundled and are supposed to run in auto-rotation. The link to the ad tags differs for each flight, although every ad tag download page automatically switches to bundle ad tags once a flights has been added to a bundle.

Reporting on bundle flights

There is no change on reporting with regards to flights that have been added to a bundle. The flights run on auto-rotation and optimization and further documentation on the various optimization methods will be uploaded on this page at a later stage.

On flight level reporting, bundled flights are clearly marked and their progress adjusted by Brand Central’s ad delivery engine automatically. Please note that flight pausing and adjusting of estimated impressions is possible, but will interfere with the optimization algorithm.

Optimization algorithm

Brand Central uses the following optimization algorithms which can be manually adjusted in future updates of Brand Central:

• Straight optimization: flights with most available inventory will be shown first
• Relative optimization: flights with most relative available inventory based on progress will be shown first
• Segmented clustering: Flights based on user performance (click, post-click, view through based) in the following clusters will be shown first:
  • Geographic cluster based on IP-Geo-Targeting
  • Language cluster
  • Time cluster
  • User login data cluster

Please watch this space or join our mailing list for any future updates.