This page describes the Impressions Goal Type of Buy and the specifics related to it.
Impressions Goal
The Impressions Goal Type of Buy is a type of ad revenue model that lets you define the total number of times that people are likely to notice an ad. In some markets impressions are also called impacts or Opportunity to See (OTS).
The Impressions Goal Type of Buy delivers the target impression goal as evenly as possible calculated across a combination of all of the selected screens and the duration of the campaign. The saturation on each screen can vary each day throughout the duration of the campaign, so long as the target impression across all screens is achieved.
Some screens can have zero playout for the entire campaign, although this is rare.
An Impressions Goal proposal item can be rebalanced and respects the Maximum saturation limiter set at the domain level. For more information, see Default Parameters.
The Impressions Goal value for your current selection is displayed in the current settings component of the interface:
Note: An Impressions Goal-based proposal item cannot be amended.
As you provide the impressions goal that you want to achieve, Broadsign Direct evaluates whether it can be reached. If the target audience that you provided cannot be achieved, an indicator shows you how much of the goal cannot be achieved.
Impressions calculation depend on the information uploaded using a CSV file that can contain an audience data breakdown, that at maximum can be broken down to every 15 minutes. For more information, see Import Audience Data.
As an option enabled by your admin in the domain settings, the SoV Limit value can be used with the Impressions Goal type of buy to set the maximum percentage of the loop that can be assigned to the proposal item. This value allows you to have a more even distribution of impressions across the length of the campaign by setting a limit on how much of the loop can be used to deliver the impressions.
The SoV Limit can be applied, updated, or removed:
- When creating the proposal in the Digital Inventory page.
- When editing the proposal item in the Proposal Builder.
- When amending the proposal item in the Proposal Builder.
When calculating availability, the SoV Limit is taken into account.
When holding or booking a proposal that contains an Impressions Goal-based proposal item, an availability check is performed to confirm whether the goal can be reached. For more details, see Availability Check Feature.
The requested impression goal is then distributed across the screen selection proportionally to the available impressions per screen. For more information, see Behavior.
It is possible to hold or book proposals containing multiple types of buy, including the Impressions Goal.
Broadsign Direct always aims to deliver impressions proportionally distributed on the impressions available on selected screens.
The following examples use the Impressions Goal Type of Buy with three screens. The following parameters are used:
- Goal = The impressions goal that the user aims to achieve.
- Total_Imp = Total impressions of the screen during the time period.
- Imp_Booked = Total impressions already allocated to booked/held proposal items during the time period.
- Imp_Avail = The result of
Total_Imp-Imp_Booked.
Note: These examples are assuming that the Maximum saturation limiter is not enabled on the domain.
In this scenario, the user wants to achieve a total of 30,000 impressions.
The percentage that should be applied: Goal / Total_Imp_Avail = 30,000 / 58,000 = 51.72%
| Imp_Avail | Total_Imp |
Impressions delivered per screen1
= 51.72% * Imp_Avail |
Proportionally distributed Goal | |
|---|---|---|---|---|
| Screen A | 20,000 | 50,000 | 10,345 |
30,000 Goal reached |
| Screen B | 28,000 | 30,000 | 14,483 | |
| Screen C | 10,000 | 20,000 | 5,172 | |
| Total_Imp_Avail = 58,000 | Total_imp = 100,000 |
In this scenario, the user wants to achieve a total of 54,000 impressions.
The percentage that should be applied: Goal / Total_Imp_Avail = 54,000 / 58,000 = 93.1%
| Imp_Avail | Total_Imp | Impressions delivered per screen2
= 93.1% * Imp_Avail |
Proportionally distributed Goal | |
|---|---|---|---|---|
| Screen A | 20,000 | 50,000 | 18,621 |
54,000 Goal reached |
| Screen B | 28,000 | 30,000 | 26,069 | |
| Screen C | 10,000 | 20,000 | 9,310 | |
| Total_Imp_Avail = 58,000 | Total_imp = 100,000 |
In this scenario, the user wants to achieve a total of 90,000 impressions.
The percentage that should be applied: Goal / Total_Imp_Avail = 90,000 / 58,000 > 100%
| Imp_Avail | Total_Imp |
Impressions delivered per screen3
= 100% * Imp_Avail |
Proportionally distributed Goal | |
|---|---|---|---|---|
| Screen A | 20,000 | 50,000 | 20,000 |
58,000 Goal not fully reached -36.6% |
| Screen B | 28,000 | 30,000 | 28,000 | |
| Screen C | 10,000 | 20,000 | 10,000 | |
| Total_Imp_Avail = 58,000 | Total_imp = 100,000 |
The Suggested Price calculation for an Impressions Goal-based proposal item uses the CPM (Cost per thousand impressions) value set at the rate card level of each screen. For more information, see Add and Edit Rate Cards.
For example, given the following information:
- Screen A CPM = $5
- Screen B CPM = $7
When the impression goal that you set is 500,000 impressions and it is distributed 300,000 on screen A and 200,000 on screen B, based on the available impressions, the total suggested price would be $2,900 ($1,500 for screen A + $1,400 for screen B ).
For more information on the Suggested Price, see Proposal Price.
