How Do I Optimize My Targeting of Ad Campaigns?

As an Ad Sales manager you are tasked to provide targeting information (e.g., geography, device, label) to an advertiser, agency, or ad provider to maximize CPMs. You know where your average user is coming from (geography) and the device he uses (device). You are looking for the untapped user base viewing your videos. Specifically, you want to identify the device and the geography that are generating a significant amount of traffic, and understand which videos they are watching to sell that inventory to advertisers.

You want to answer these questions: What dimensions are available for targeting purposes? What are the number of plays requested for a particular combination of device and geography? What is the most popular content for this same combination?

How To in Ooyala IQ

  1. Go to the Business Intelligence page.
  2. Set the date range to one month.
  3. Expand the breakdown view to 1 month at the upper right of the Performance tab.
  4. Hover your mouse over a specific day with a significant amount of traffic.
  5. Re-adjust the breakdown view to encompass the week that contains the day you've chosen.
  6. Find the best un-monetized content by device.
    1. Scroll down to the Device dimension panel.
    2. Select List mode.

      You notice that mobile has the most number of plays, followed by tablet. Tablet is the under-monetized platform.

    3. Click the list icon at the top of the Device panel.
    4. Expand tablet to view the operating system breakdown.

      You notice the significant plays in iOS tablets.

  7. Click the Filter icon at the top right of the Device panel.
  8. Select the checkbox next to iOS.
  9. Click Apply.
  10. Drill down on the geography dimension.
    1. Go to the geography dimension panel.

      You notice a significant number of plays in the US and Canada.

    2. Select List mode.
    3. Click the Filter icon at the top right of the geography panel.
    4. Select the checkbox next to "Canada".
    5. Click Apply.

You can use this information to determine the videos on iOS tablets playing content in Canada which have meaningful number of plays.