While creating Line Items, the delivery Pacing setting enables Synamedia Iris users to configure the desired pace of Line-Item delivery according to their business objectives.
When a delivery pace is set, this setting inherits a predefined set of rules in Synamedia Iris Ad Manager.
You can select the following pacing settings for your Line Items:
Even
As Soon As Possible (ASAP Pacing)
Front-loading
Back-loading
The default value for delivery pacing is Even.
Even Pacing
Use this setting to provide an evenly spaced delivery over the course of the campaign duration.
The calculation of the delivery pace is based on the start date, the end date, the impression goal, and the current delivered impressions. Therefore, a change to any of these settings will result in a recalculation of the current pacing target.
As a result, a change to any of these parameters may speed up or slow down the delivery rate, even if there is no change to the Delivery Pacing setting.
ASAP Pacing
Use this setting to reach the campaign impression goal as soon as possible. The calculation of the delivery pace is based on the impression goal and the current delivered impressions within the campaign start and end dates.
Once the campaign reaches its target impression goal, it will no longer be eligible for selection, even if the campaign end date has not yet been reached. Note that the daily impression volume caps to control daily delivery of ASAP campaigns will be available at a later date.
Front-loading
Use this setting to deliver a significant portion of your ad impressions during the first half of the campaign's time frame. This is useful for the following purposes:
Promotions: Promotions ensure a strong start to a time-sensitive promotion or event,
Awareness quickly building brand awareness during the campaign's launch.
Back-loading
Use this setting to focus on distributing impressions more towards the second half of the campaign. It is suitable for the following purposes:
Campaign End Push: For campaigns where the primary goal is a strong finish, such as clearing inventory at the end of a season.
Event Sustainment: Maintaining visibility and interest for extended events or promotions.
The following table describes the delivery pacing types in Synamedia Iris Ad Manager:
Pacing Type | Definition | Description |
|---|---|---|
Even | Synamedia Iris will attempt to use data from the Line Item to provide an evenly spaced delivery over the course of the set Line Item's duration run time in an even fashion. | Synamedia Iris Ad Manager will use data from delivery pacing based on the start date, the end date, and the booked impressions. Once the pacing is set, the Line Item's delivery pacing can be changed by users at any time. However, at a time, a Line Item can only be assigned one Pacing setting. |
As Soon As Possible (ASAP) | Synamedia Iris will attempt to reach the campaign impression goal as soon as possible. | The calculation of the delivery pace is based on the impression goal and the current delivered impressions within the Line Item's start date and end date. Once the Line Item reaches its target impression goal, it will no longer be eligible for selection (even if the Line Item end date has not yet been reached). Once set, the Line-Item delivery pacing can be changed by users at any time. However, at a time, a Line-Item can be assigned only one pace setting. |
Front-loading | Synamedia Iris will attempt to increase the delivery of the Line Item's impressions during the first half of the Line Item's time frame. | Use this option to boost delivery of daily target impressions that need to be achieved during the first half of the Line Item by a percentage factor. The percentage of the total target impression is configured at the tenant level and is applicable to all Line Items that use this option. Front-loading can be selected during the first quarter of the Line Item's time frame. Once Front-loading is selected as the Pacing, it cannot be adjusted for a line Item after it has started. Once the Line Item enters the second half of its life cycle, it will default to Even pacing. |
Back-loading | Synamedia Iris will attempt to increase the delivery of the Line Item's impressions during the second half of the Line Item's time frame. | Use this option to boost delivery of a percentage of the total target impressions that need to be achieved during the second half of the Line Item. The percentage of the total target impressions is configured at the tenant level and is applicable to all Line Items that use this option. Back-loading can be selected during the first quarter of the Line Item's time frame. Once Back-loading is selected as the Pacing type, it cannot be adjusted for a Line Item after it has started.. Prior to the Line Item entering the second half, the pacing type will default to Even pacing. |
Note that the delivery pacing setting works independently of any other setting and will only impact the pace of the Line-Item's delivery. Other factors, such as frequency capping, inventory targeting, or Line-Item priority levels are used to select a campaign for a specific opportunity. So, these factors will also influence the availability of impressions and might increase or decrease the volume of impressions delivered even if there is no change to the delivery pacing setting.
