Create a Connected TV insertion order

About Connected TV insertion orders

The Connected TV (CTV) insertion order offers a streamlined workflow tailored to buying digital TV inventory across screens. This insertion order type features options that are relevant for TV ads, with appropriate configurations selected by default.

Create a Connected TV insertion order

1. Open your advertiser in Display & Video 360. 

2. In the left menu, click Campaigns, then select an existing campaign or create a new one.

3. Click New insertion order.

4. Choose Connected TV  as the insertion order type.

5. Select an objective. The objective you pick determines the key performance indicators (KPI), bid strategies, and line item types that are available in the insertion order.

   • Brand awareness: Increase brand visibility and reach a broad audience.
   • Conversion: Drive user actions such as sign-ups, sales, downloads, etc.
   • Custom: Tailor the objective to fit your unique business goals. 
   • Insertion order without objective: Choose any KPI and business strategy with this objective. You can change from brand awareness, click, conversion, or custom to Insertion order without objective after creation in the insertion order details page.

6. Enter a Name for your insertion order.

7. Enter the following information for your insertion order:
   • Budget information, including start and end dates.
   • Pacing settings.
     • Your insertion order's KPI and optimization settings.

       About KPIs and optimization for Connected TV insertion orders

       Your insertion order's KPI is used to provide optimization recommendations, power automatic budget allocation (if it's turned on), and visualize performance against the KPI you've set. KPIs work best when targets are realistic and closely reflect your objectives.

       Available KPIs for Connected TV insertion orders

       Objective	KPIs	Bid strategies	Line item types
       Brand awareness	CPM Value/Cost	Maximize completed in-view and audible Maximize custom value / cost Maximize viewable for at least 10 seconds Maximize viewable impressions Maximum CPV Target CPM Target custom value / cost Target viewable impressions	Connected TV YouTube & partners on CTV
       Conversions	CPA Value/Cost	Maximize conversions Maximize custom value / cost Target CPA Target custom value / cost	Connected TV
       Custom	Value/Cost	Maximize custom value / cost Target custom value / cost	Connected TV
       Insertion order without objective	CPA CPM Value/Cost	Maximize completed in-view and audible Maximize conversions Maximize custom value / cost Maximize viewable for at least 10 seconds Maximize viewable impressions Maximum CPV Target CPA Target CPM Target custom value / cost Target viewable impressions	Connected TV YouTube & partners on CTV

        

       Optimization types

       In addition to specifying your KPl, you can also specify how you want Display & Video 360 to optimize your insertion order's bids and budget allocation:

       • Automate bid & budget at insertion order level: Use automated bid strategies and budget allocation to dynamically set your line items' bids and automatically shift your line items' budgets based on performance.
       • Control bid and budget at the line item level: Use this setting if you want to manually set your line items' bids and budgets. 
       • Automatically optimize your budget allocation: Use this setting to use automatic budget allocation to automatically shift your line items' budgets based on performance.
   • Choose your insertion order's performance goal and optimization settings. Billable outcome is set as Impressions by default.
   • Set an insertion order level frequency cap. 
   • Pick the inventory source you want to buy from. 
   • The pre-selected targeting reflects digital TV inventory. This targeting will be used as default targeting for any new line items you create within your insertion order:
     • Apps & URLs: (Optional) Include the over-the-top publishers collection to target publishers that serve in-stream video inventory on connected TV devices.

       Inventory from the over-the-top publishers collection

       This collection includes all in-stream video inventory from any publisher that serves in-stream video inventory on connected TV devices. That means that if the content on connected TVs can be viewed on other devices, it's included in your targeting. For example, you can buy video ads from Disney Media Networks across connected TV, laptops, smartphones, or tablets through this collection.

       The CTV insertion order excludes devices other than connected TVs by default with its pre-selected device targeting setting. You’ll only target connected TV inventory from this collection unless you update your device targeting settings. 

     • Position: All position-in-content options for video in-stream.

     • Video targeting: Large and HD video player sizes.

     • Device: Connected TV is included and all other device types are excluded.

   • (Optional) Click Add targeting for additional options.

8. Click Create. 

You’re now ready to add Connected TV and YouTube & partners on Connected TV line items to this insertion order.

Limitations

• You can only create Connected TV and YouTube & partners on Connected TV line items in a Connected TV insertion order.
• The following targeting settings aren’t available for Connected TV insertion orders:
  • Keywords
  • Position on-screen
  • User Rewarded Content
  • Browser
  • Connection speed
  • Carrier & ISP