Video campaigns

Best practices for connected TV in Display & Video 360

Below you’ll find some best practices for buying connected TV inventory through Display & Video 360.

Connected TV includes all devices that fit into the following descriptions:

  • Connected devices: Devices that connect to a TV screen to display video streams (Roku, Apple TV, etc.)
  • Smart TV: TVs with integrated Internet connections (Samsung Smart TV, etc.)
  • Gaming consoles: Internet-connected gaming consoles (Xbox, PlayStation, Wii, etc.)
  • Set top boxes: Devices delivering traditional cable and video on demand content.

Creative guidelines

Connected TV devices have a large screen size and support high-definition video creative formats. The following specifications are recommended:

  • VAST: Display & Video 360 supports the VAST 2.0, VAST 3.0, and VAST 4.0 specifications. Note that VPAID and MRAID are not supported on most connected TV devices.

  • File format: .mp4

  • Duration and skippability: 15 or 30 second non-skippable ads.

  • Dimensions: 1920 × 1080

Buying and targeting best practices

The following options are recommended for connected TV inventory:

  • Deals for premium CTV inventory: The majority of premium connected TV inventory is currently transacted through deals. You can negotiate direct deals with publishers or discover inventory through the Marketplace, including curated recommendations for CTV deals. Learn more

  • Device type targeting for video line items: Include connected TV inventory as well as individual makes and models in your video line items through device targeting. Learn more

  • Connected TV bid multiplier for TrueView line items: Use the connected TV bid multiplier to create TrueView line items that will bid only on connected TV inventory by setting the other available multipliers to -100%. Learn more

  • Viewability targeting exemption: By default, connected TVs are excluded from viewability targeting settings you apply to a video line item to ensure that your line items bid on the majority of devices. Learn more

  • DMA or country-level geography targeting: Granular geography targeting is available for most connected TV inventory through DMA or country options. Learn more

  • Limited coverage for audience lists: Many audience segments, including in-market and affinity lists, have limited coverage on connected TV devices. You can use the Inventory Availability Report to see what audiences / demographics are available through connected TVs. Learn more

Reporting availability

You can break out reporting across all standard reports and the Inventory Availability Report for connected TVs by using the Device Type dimension.

For connected devices and set top boxes, the App/URL dimension shows identifiers for individual apps. The data in this dimension is passed to Display & Video 360 by the app publisher. You may see different types of data in this dimension depending on whether or not the app identifiers sent to Display & Video 360 correspond to IDs that are registered with an app store:

  • If the publisher passes a numeric or alphanumeric identifier that’s registered with an app store, Display & Video 360 will show the full app name. Here are some common examples:

    • Roku: If the publisher passes "46041" as the app ID, this will be reported as the Roku app store defined name of "Sling TV - Roku."

    • Amazon: If the publisher passes B017DVROV6 as the app ID, this will be reported as the Fire TV app store defined name "Food Network - Fire TV."

  • If the publisher passes an identifier that isn’t registered with an app store, Display & Video 360 will report exactly what the publisher sends. Here are some examples:

    • Roku: If the publisher passes "com.7plus.ctv" as the app ID, this will be reported as "com.7plus.ctv" since this isn’t a registered app ID.

    • Amazon: If the publisher passes "com.amazon.tubitv" as the app ID, this will be reported as "com.amazon.tubitv" since this isn’t a registered app ID.

     

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