Your colleague is working on their first non-YouTube connected TV (CTV) campaign targeting top premium publishers, and they want to set it up the right way. What Display & Video 360 campaign setting should your colleague modify to help the campaign run properly?
Set up the campaign to add brand safety targeting to all line items.
Set the campaign to limit the inventory to a particular device.
Set the campaign to purchase CTV app inventory through both deals and open auction.
Set the campaign to run ads that are 15-, 30-, and 60-seconds long.
Explanation
Analysis of Correct Answer(s)
The most critical setting for a non-YouTube Connected TV (CTV) campaign's success is ensuring the creative assets match the available ad slots.
- CTV Inventory Standards: CTV ad inventory largely mirrors traditional television, with standard ad lengths of 15, 30, and 60 seconds.
- Maximizing Reach: To be eligible for the widest range of premium CTV inventory, it is essential to provide video creatives in these common lengths. Failing to do so severely limits the campaign's ability to find eligible ad slots, which will hinder delivery and scale.
Analysis of Incorrect Options
- Limiting to a particular device: This is a targeting tactic that would restrict reach, not a foundational setting to make the campaign run properly. The campaign is already targeting the CTV device type.
- Purchasing through deals and open auction: This describes a buying strategy. While targeting premium publishers often involves deals, a campaign can run successfully using only deals or the open auction. It's a strategic choice, not a technical requirement for proper function.
- Adding brand safety targeting: While brand safety is a crucial best practice for any campaign, it is not a specific requirement to make a CTV campaign deliver impressions. A campaign can technically run without it, although it is highly recommended. The core issue for CTV delivery is having the correct ad formats.