Attention Based Bidding In Dv360 8211 Including Example Algorithms
Management Summary
Most DV360 users have probably been familiar with custom bidding for a long time. Mostly related to increasing conversions. However, there is another use case for how you can optimally use custom bidding for awareness campaigns in the upper funnel: Attention Based Bidding.
Using the video and display examples, we show the possible uses of Attention Based Bidding for awareness campaigns.
Video campaigns
Why do you need custom bidding here – couldn’t you just use CIVA (=Complete in-view, Audible) bidding and be done with it?
Not quite. 2 reasons speak against CIVA as a sustainable strategy:
- Inventory is limited and highly sought after. This can quickly lead to high CPMs with higher budgets.
- With CIVA optimization there is no quality differentiation within non-CIVA inventory. Factors such as Audible vs. muted, large vs. small player, partial vs. full time on screen significantly influence the quality.
Example of a video custom bidding algorithm
Display campaigns
Here too, for the sake of simplicity, you could use bidding with “Maximize Viewable Impressions”. However, it is worth going into the different quality factors in more detail here. Here in the example algorithm based on Creative Size and Time on Screen.
Example of a Display Custom Bidding Algorithm
Tip: Test quality factors in advance
The algorithms described above are just examples. For an individually tailored strategy, we recommend testing the factors in advance.
A sensible testing strategy could look like this:
Hypothesis:
- CIVA > non-CIVA
- long TOS (Time on Screen) > short TOS
- Audible Ads > muted ads
Strategy – which KPIs are used to measure success?
- Brand Lift
- Store Visits
- Conversion Lift
Test
- e.g. A/B Experiment
Analysis
- Measure uplift
- Planning & Adjust bidding
- if applicable test new hypotheses
Conclusion:
The user’s attention is closely linked to the success of the campaign. It is therefore worth using the power of custom bidding in the upper funnel in order to increase campaign success, for example with attention-based bidding.
