CTV Third Party Audience Targeting Campaigns

AdRoll Connected TV (CTV) campaigns combine the storytelling power of TV with the targeting precision of display advertising to deliver high-impact video ads through streaming apps, either built-in or through devices like Roku, Apple TV, and gaming consoles. Click here for an overview of AdRoll's CTV offering.

Third Party Campaigns for CTV help you to drive brand awareness and grow your customer base by delivering CTV ads to selected audiences that meet your ideal customer's behavior, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors. AdRoll's proprietary bidding algorithm BidIQ powers and enhances Experian's robust 2,000+ Third Party Audience segments to reach the right customers, at the right time with the right message without wasting budget and resources.

We recommend launching CTV campaigns in conjunction with other retargeting and brand awareness campaigns for Web Display.

Who can access

Access to CTV Campaigns is available for all AdRoll packages.

To find your current package, log in to AdRoll and navigate to Settings > Billing & Subscriptions > Plan & Usage.

Requirements to launch a CTV Campaign

Launch a CTV Third Party Campaign

• Log in to AdRoll and go to Campaigns on the left side navigation menu.
• Click Create and select Ad Campaign.

  

• Select Third Party Audience Targeting as your marketing goal and click Next.

  

• Choose a clear Campaign Name to easily identify it in AdRoll reports and dashboards. We recommend using a consistent naming convention.
• Under Campaign Settings > Channel confirm your Third Party Audience Targeting Campaign should run on CTV and click Done to move to the next step. Learn more about our CTV offering here.

Choose a Campaign Schedule

Choose your Campaign Schedule and click Done to move to the next step

• Start immediately upon approval or select a future date/time.
• End on a specific date/time or run indefinitely.
• Campaigns must run for a minimum of 5 consecutive days.
• If selecting a specific time of the day, it will be set in Coordinated Universal Time (UTC).
• Upon campaign submission, there will be a review period of up to 48hrs before going live.

Choose a Bidding Strategy

Under Bidding Settings > Bid Strategy you can only choose Impressions:

• Due to the nature of CTV campaigns and how users interact with it, performance cannot be measured through Clicks, CTR or CPC. Click Data is not collected for CTV.

• Leave Target CPM blank to let BidIQ automatically maximize impressions within your budget.
• If you set a Target CPM, we suggest a target of $15 to $32 for CTV. We'll optimize for your target, but actual CPM may vary.
• We suggest skipping Advanced Options and launching your campaign with AdRoll's default settings. Learn how to customize Day Partying and Frequency Capping.

Configure your First AdGroup

By default your campaign will have one AdGroup called AdGroup 1. AdGroups are containers within your campaign to serve different ad sets to different audience segments with custom schedules, content categories and keywords. You can't set individual budgets for each AdGroup.

• Choose an AdGroup Name to easily identify it in different reports and dashboards.
• Optionally, use a Custom AdGroup Schedule if running multiple AdGroups at different times. If toggled off the AdGroup follows the general campaign schedule.

Choose your Audience 

Choose the audience you want to target by selecting an existing Third Party Audience segment you already created, or creating a new one. This type of audience allows you to refine your targeting with a wide range of 2,000+ attributes from industry leader Experian, including customer behaviors, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors.

In this example, we are selecting a Third Party Audience called In Market Electric/Hybrid Car.

The logic behind creating this example audience combines AND/OR logic balancing reach and precision:

(Income ranges = $175-199k OR 200k-249k OR >250k)

AND

(Purchase Predictor In Market - Automotive - Fuel Type = Electric Car OR Hybrid)

Choose your Audience Location

If you toggle on Locations to Automatically, we will target the best locations within the United States.

If you toggle off Locations to Manually you can choose locations within the United States, including state, city, or zip codes. In the example below we are targeting the United States, excluding the state of Hawaii.

Confirm your Audience Size Estimation

After selecting your Third Party Audience and Location filters, this widget will show you the estimated size of the number households eligible to see your CTV ads. These numbers may change over time depending on how many users do we track in your selected audience and the audience duration.

Select your Ads

Ensure your ad creative follow the technical requirements and creative best practices outlined here.

Choose your budget and Payment method

Enter your daily budget, billing information and click Done.

• A $165/day minimum budget is enforced for each individual CTV campaign.
• Your budget will be automatically allocated among your AdGroups by BidIQ.

Once you're done setting your campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft.

Measure the impact of your CTV campaigns

Read our CTV Overview Guide to learn what CTV reports are available to you and what metrics you should use to measure the success of CTV Campaigns.