Setting up a Direct Sold campaign on LiveIntent's platform is quick and easy. The hardest part may be deciding what kind of Direct Sold campaign to run. Should it be a branding or a performance campaign? Should it be guaranteed or non-guaranteed? And what about Share of Voice? Below, we answer these questions and more so that you'll know how to get the most out of your Direct Sold campaign.
But, before we do, it is important to know that you must first set up a dedicated Direct Sold or House advertiser in our platform if you are to run any direct sold campaigns.
What is a Direct Sold campaign?
A direct sold campaign is one in which a advertiser and a publisher have a contracted agreement for a campaign. In a direct sold campaign, an advertiser's ad runs on a publisher’s newsletter inventory for a certain time frame or until a certain impression goal is fulfilled.
Guaranteed vs. Non-Guaranteed Campaigns
Guaranteed direct sold campaigns, or sponsorship campaigns, occur when an advertiser, or "sponsor," is guaranteed placement in a publisher’s ad unit. The sponsor’s ad will serve exclusively for the duration of a campaign or until an impression goal is fulfilled.
Non-guaranteed campaigns are not guaranteed to win an impression and instead compete against the LiveIntent exchange for an impression. This is also referred to as “unified auction.” Non-guaranteed direct sold campaigns can have branding or performance goals.
Branding vs. Performance Campaigns
A direct sold branding campaign will always bid at the CPM of your choosing, and will therefore have a predictable impression goal. Branding campaigns can optimize to impressions, clicks, or conversions. Campaigns optimizing to impressions will bid on all available impressions at that CPM. Campaigns optimizing to a click or conversion will also bid at the designated CPM, but our algorithm will only bid on users who are deemed more likely to convert on a desired action.
Unlike branding campaigns, performance campaigns do not have a predictable impression count. Bidding fluctuates to reach users that are most likely to convert on a sponsor’s campaign, which is based on the campaign optimization that is set -- impressions, click-through rate, or conversion rate.
In general, non-guaranteed performance campaigns help maximize email revenue by improving yield management. By allowing ads to compete for an impression, publishers can ensure that the most appropriate, or valuable, ad is served to users. If publishers receive the maximum value for each impression, they simultaneously maximize their revenue.
Share of Voice can help you allocate impressions when there are multiple guaranteed campaigns targeting the same ad slot. The Share of Voice (SOV) indicates the percentage of impressions a sponsor will win in a guaranteed campaign. A 50% SOV means the sponsor will only win half of the available impressions. So with a 50% SOV, it will take twice as long to fulfill a budget.
Share of voice is easiest to implement when all of the campaigns targeting an ad slot have a total SOV of 100%. However, it is possible that the combined SOV will either exceed 100% or fall short of it. While we do not recommend this, we do account for over and underbooking, and ensure that each guaranteed campaign's delivery is based on the percentage of each sponsor's SOV divided by the overall SOV percentage.
For instance, let's say we have two guaranteed campaigns targeting the same ad slot. Campaign A has a 75% SOV, while Campaign B has a 100% SOV. To find the true delivery percentage of each, you would take each campaign's individual SOV and divide it by the combined SOV percentage. So, for Campaign A, the true delivery percentage would be 75%/175%, or 43%. For Campaign B, the true delivery percentage would be 100%/175%, or 57%. Together, the combined SOV will be 100%.
On the other hand, if the total Share of Voice targeting an ad slot is less than 100% for a given impression, the same rule is applied to make the combined SOV 100% again.
If you are familiar with Google’s Ad Manager, a 100% Share of Voice corresponds to a "Sponsorship Campaign" and anything less than 100% SOV would be similar to a "Standard Campaign."
*Please note: Share of Voice will only take over after a campaign's line item priority has been filled.
To see where in our platform Share of Voice is applied, check out our article on Setting up a Guaranteed Direct Sold campaign.