Create a Display Ad Campaign

Use a Display Ad Campaign for offsite Flash ad testing. This enables marketers to optimize a dynamic Flash ad.

To enable the Display Ad Campaign, work with your account manager. Once it's enabled, upload a set of .swf files that have been instrumented using the flashbox action script classes and Adobe Flash. These flashbox scripts and an example of their use are available from the download link under the Display Ad Campaign menu.

After you've associated your .swfs with the Display Ad Campaign, all fields specified in the .swf as dynamic become editable in Target. You can also set powerful targeting rules.

Keep the following points in mind when working with Display Ad Campaigns:

  • You generally upload one .swf file per ad size, and you target once across all ad sizes.

    To enable this, you only need to target on the first tab and it cascades to the remaining sizes.

  • After you set up your Display Campaign with all of your requirements, you traffic the .swf files to the Network, Exchange or Publisher in question.

    You can do this simply by uploading the .swf file to the Ad Server and then generating an ad tag that you send to the inventory sources.

  • You can connect the Display Campaign to onsite mboxes using the Include Site Locations checkbox, which allows you to select an onsite location.

    The onsite location appears below the dynamic ad elements in the tabbed ad section.

  • You can rotate landing pages by including code in your ActionScript to do it.

    This code will be outlined in the developer toolkit FlashDoc that is currently under development. This allows you to change your landing page from within Target and have the ad link to it.

To download the Flashbox classes required for setting up a Display Ad campaign:

Click Display > Flashbox classes, then click the Download classes link for your ActionScript version.

To create a Display Ad campaign:

  1. Click Display > Display Ad Campaign.

    The Create a Campaign page opens.

  2. Name your campaign.

    Name the campaign something descriptive that you will recognize months later.

    Example: Display Test April 2010

  3. To set up the targeting rules for the campaign, click Target this campaign and set the rules.

    For information about setting targeting rules, see Target a Campaign or Test.

  4. Select Include Site Locations to select mboxes that appear on your site.

    Use these locations to reinforce ad content and to easily coordinate the onsite and offsite experiences (regardless of whether someone has clicked on the ad, which is useful for measuring non-direct response campaigns).

  5. Set the start and end dates, including time of day.

    The time zone is determined when you create your account. To change your time zone, ask your account representative.

    The default is set to When Approved and When Deactivated. This ensures that your campaign begins and lasts for the duration of your test. Remember, you cannot view or preview a campaign before the start date or after the end date.

  6. Select a priority from the Priority dropdown.
  7. Upload the flashbox to be used in the experience.

    The flashbox name embedded in a .swf file appears as the label for the tab. You can add other .swf files to your Display Ad Campaign by selecting the plus sign on the next tab and uploading another .swf. Typically, the flashbox contains the creative size (for exaple, 300x250 or 728x90). The dynamic elements of each additional .swf file you add to your Display Ad Campaign must exactly match the dynamic elements of the previously added .swf files. A validation error occurs if the .swf files are incompatible.

    To create multiple display ad experiences, click Create Ad Experience. An ad experience spans all the .swf files in the campaign.

    For example, you could have ads that feature geckos and want to see how ads that feature a caveman perform. Build flashboxes into your gecko creatives to turn the main image into a dynamic element. For this example, assume you have both a 300x250 and a 728x90 ad. Upload two .swf files and label the first ad experience "gecko" and the second ad experience "caveman." Then, update the content of the caveman experience to swap out the gecko for a caveman in both the 300x250 and the 728x90 ads. Remember to edit all the tabs as appropriate. Click Preview Ad to verify that your changes look good. Also, note that if you've selected Include site locations each ad experience only has a single associated offer for the site.

  8. Select the conversion mbox and success metrics required for your campaign strategy.

    To select an engagement metric, click Measure Engagement, then select a metric from the Engagement Metric dropdown. When you select an engagement metric, the name of the Measure Engagement tab changes to show the engagement metric you have selected.

    To select the action that occurs when a visitor encounters the specified success metric, click Advanced Options and select an action from the drop-down list. For more information about advanced options, see Success Metric Advanced Options.

  9. Select the location where you want the conversion or success metric to occur.

    If you have no conversion activity in mind, select display mboxes as the conversion activity.

  10. Set up the segments you want to apply this test to.
  11. Click Save or Save & Approve.