Automated Bidding Strategies For Video In Dv360
Management Summary
In addition to the bidding strategies already known for display“Minimize CPA/CPC”and“Meet or Beat Goal”(more information here:Bidding Strategies in Display & Video 360), there are other options available for video.
Maximize Brand Impact
Existing collections can be adapted just as easily. To do this, for example, click on “Edit Collection” in the “Life cycle” collection and you will be taken to the same editing menu. In the following screenshot, we have completely removed the monetization area for demonstration purposes and adjusted the order of the topics within the “Life cycle” collection.
Completed in-view & Audible (CIVA or AVOC)
The Completed in-view & Audible bidding strategy prioritizes buying impressions where the video was watched to the end and audio was enabled.
Time on Screen 10 sec (TOS 10)
The TOS 10 strategy, on the other hand, prioritizes buying impressions that were visible for at least 10 seconds.
The main advantage of both bidding strategies is the increased awareness of the videos. By focusing on increased viewability in bidding, not only the general viewability increases but also the completion rate.
Use bid strategies (Video 360) in a targeted manner
The matrix shows which bidding strategies should be chosen for which objective of your campaign.
Red indicates the least suitable strategy, blue the most suitable.
As can be seen in the graphic, both strategies are particularly effective in the upper funnel stages of the customer journey. Due to the improved quality of the videos, both strategies achieve KPIs such as viewability & Completion rate has the best effect.
Increased performance through automated bidding strategies
In our test of the video bidding strategies CIVA and TOS 10, the following results were documented:
Improvement Completion Rate
To measure brand impact, the completion rate is an extremely important key figure. In our test, it shows that contact with the brand was maximized and the video ads reached a relevant target group / interested users.
Improvement in click rate
Although the click rate is not the main focus of the bidding strategies mentioned, it was still able to be increased significantly.
The most important rules when using automated bidding strategies for Video 360
- Goal brand effectiveness:CIVA and TOS 10 should be used with the aim of maximizing the impact of the brand (through better/longer viewability).
- Set max. CPM only if necessary:A maximum CPM can also be set with these bidding strategies – but we recommend this at the beginningnorestrictions to be met. If the CPM increases too much, an upper limit can be set if necessary.
- Give the algorithm time:Changes are not always apparent the next day! We recommend making only minimal changes during the test period, otherwise no meaningful conclusions can be drawn about the influence of the bidding strategy.
