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Trafficking pushdowns in DCM or DFP

A pushdown creative is an expanding ad that pushes down the content of a webpage when the creative expands, moving the site out of the way to display the ad.

Enable push down of page content

After an expanding creative is added to your creative inventory, make the following adjustments:

In DCM
  1. Open the creative and scroll down to Display Properties.
  2. Check the Push-down checkbox.
  3. (Optional) Enter the number of seconds to animate the sliding down of content. For a smooth animation, match the number of seconds it takes for the creative to expand. A setting of 0 will push down the content immediately with no animation.

Use the right placement size

The size of the placement in DCM Trafficking should match the collapsed state of the pushdown, not the expanded state after page content is pushed down. 

Example: The placement size of a 1000 x 150 pushdown that expands to 1000 x 300 is 1000 x 150.

In DFP
  1. In the creative's "Settings" tab, locate the "Primary asset" section.
  2. Set the "Z-index". Push-downs default to a z-index of 0 because they are meant to push content down and aren't required to layer properly with site content.
  3. Select the "Push-down" checkbox. This enables the creative to push down page content instead of expanding over it.
  4. In the "Push-down" text box, set a number of seconds to indicate how long it will take for content to shift down. 1.0 second is a good default setting.

Use the right line item size

The size of the line item or targeted ad unit in DFP should match the collapsed state of the push-down, not the expanded state after the page content is pushed down.

  • Web example: The size of a 1000 x 150 push-down line item extending to 1000 x 300 is 1000 x 150.
  • Mobile example: The size of a 300 x 50 mobile push-down line item extending to 300 x 150 is 300 x 50.

For push-downs to work properly in a DFP ad unit, the <div> element of the Google Publisher Tag must not specify a size. For example, in the following tag:

<!-- /2052936/Masthead_970x250_Static_PG -->
<div id='div-gpt-ad-1475686513257-0' style'height:250px; width:970px;'>
<script>
googletag.cmd.push(function() { googletag.display('div-gpt-ad-1475686513257-0'); });
</script>
</div>

You should remove the height and width attributes as follows:

<!-- /2052936/Masthead_970x250_Static_PG -->
<div id='div-gpt-ad-1470971846687-0'>
<script>
googletag.cmd.push(function() { googletag.display('div-gpt-ad-1470971846687-0'); });
</script>
</div>

Set up frequency capping

Most sites require a user-initiated pushdown to serve after the auto-expanding push-down has been shown a certain number of times, so keep this in mind when media-planning. Auto- and user-expand creatives are built differently, so you must build and traffic two creatives and two ads (or line items in DFP) for each pushdown. Then assign both types to the same placement (or target both line items to the same criteria in DFP) so that when the frequency cap is reached, the user-initiated creative is served.

Steps to set up frequency capping

First, make two versions of the creative:

  • A version that expands automatically ("AUTO")
  • A version that requires the user to click to expand ("USER")

Name them in a way that it's easy to identify which creative is which. For example, "bennison_970x66_pushdown_AUTO" and "bennison_970x66_pushdown_USER".

In DCM
  1. Create two ad rotations in DCM Trafficking. Label one "AUTO" and one "USER", then assign both ads to the same pushdown placement.
  2. Associate the "AUTO" creative to the "AUTO" ad, and the "USER" creative to the "USER" ad.
  3. Set the "AUTO" ad to priority 1, and set the frequency to 1 served every 1 day. This causes the auto-expand to serve first and be capped at once per day.
  4. Leave the user ad at default priority 15, and leave the frequency at its default settings as well. This causes the user-expand to serve second and continue to serve through the rest of the day (per user).
In DFP
  1. Create two line items, labeling one "AUTO" and one "USER", and target both of them to the same criteria.
  2. For the auto-expanded line item:
    1. Set the frequency cap to "1" ad served every "1" day. This causes the auto-expand to be capped at once a day.
  3. Add the AUTO creative to this auto-expanded line item. Learn how to add creatives to line items.
  4. For the user-expanded line item:
    1. To ensure that the AUTO line item serves first, set the priority of the USER line item lower than the priority of the AUTO line item.
    2. Leave the frequency at its default settings as well (i.e., no frequency cap). This causes the user-expanded ad to serve second and continue to serve through the rest of the day (per user).
  5. Add the USER creative to this user-expanded line item. Learn how to add creatives to line items.

 

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