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The Creative Rotation feature in Synamedia Iris allows advertisers and operators to create variations of the same ad group and display different ads for the same brand. This feature improves receptibility and reduces ad fatigue among subscribers.
With Creative Rotation, you can define how ad assets are displayed within a Line Item, either with evenly or with weighted frequency. This feature applies to only OTT users.
To use the Creative Rotation feature, you need to have a Line Item with multiple ad assets. If a line item contains only one ad asset, the rotation rules will not have any effect.
The Creative Rotation feature can be defined in two ways: Evenly and Weighted. The default value will be Evenly.
When Evenly rotation is the value selected, each ad asset for a Line Item will be displayed equally using the round-robin/random method. For example, if you have two ad assets, A and B, ad asset A may show three times before ad asset B. However, over the course of the Line Item, ad asset A and ad asset B will be shown evenly. Note that Evenly rotation will be the default behavior.
With Weighted rotation, each ad asset will rotate based on the frequency you specify. You can set a rotation weight for each ad asset at the Line-Item level. The weight determines how often an ad asset will be displayed. The weight for each ad asset is divided by the total weight of all ad assets.
The following example helps you to understand more about Weighted rotation. Suppose you have three ad assets with the following weights:
Ad asset A: 10
Ad asset B: 20
Ad asset C: 25
To determine how often each ad asset will be shown, divide each ad asset's weight by the total weight (for example, 10/55, where 10 is the weight for Ad Asset A and 55 represents the total weight of all the ad assets (10 + 20 + 25 = 55). The results represent the relative weight of each ad asset:
Ad asset A: 10 / 55 = 18.18%
Ad asset B: 20 / 55 = 36.36%
Ad asset C: 25 / 55 = 45.45%
These relative weights determine the percentage of times each ad asset will be displayed to your subscribers, and it adds up to 100%.
Changes to ad asset rotation settings only affect the future delivery of ad assets. Past delivery of ad assets is not considered. Once you modify the Creative Rotation settings, all creatives will deliver based on the new settings, regardless of how many times each ad asset was already delivered in the past.
Ad rotation rules apply to both third-party tags and direct ad assets. However, the Creative Rotation feature is not implemented for programmatic campaigns.
At present, the Creative Rotation feature is not implemented at the subscriber household ID level.
The Creative Rotation feature provides flexibility for advertisers to display different ads within a line item. By using the Evenly or Weighted rotation methods, you can achieve improved receptibility and reduced ad fatigue. Ensure that you note the above-mentioned important considerations while configuring the settings for ad asset rotation.
