How to Increase Video Ad Fill Rates in Google Ad Manager?

If you want reports on all audience metrics for campaigns that run across all digital screens, Nielsen Digital Ad Ratings is the way to go. Based on the data provided by them, Video solutions for Google Ad Manager allow you to deliver impressions and sends reports to comprehend the demographics of your inventory and look over campaign performance.

Nielsen Digital Ad Ratings is available to publishers in the US, Canada, and Japan, only report data from the US for desktop, mobile web, apps, and OTT devices.

How to track and deliver impressions based on Nielsen data?

On the creation of a video line item, you can choose Nielsen Digital Ad Ratings as your GRP tracking provider. Against the line item targeting and GRP audience selected by you, which includes age and gender, impressions are delivered by the Ad Manager. 

You cannot undo the system once you have set Nielsen Digital Ad Ratings as your GRP provider.

  1. Sign into Google Ad Manager and create a video line item and select Video inventory.
  2. As your GRP provider, select Nielsen Digital Ad Ratings, and the settings of age and gender define the audience as measured by Nielsen.
  3. It is optional; you can select Impressions in GRP audience and define a specific audience on entering the impression goal.

Pacing and impression adjustments-

The impression goals are automatically adjusted by the Ad Manager to meet your Digital Ad Ratings Goals. For instance, if your line items impression goal works out to 1000 impressions each day, and on day 1, only 500 impressions have been measured by Digital Ad Ratings, based on the selection of audience you made, then on the second day, Ad Manager might adjust the daily goal above 100 0 impressions to meet the guarantee. 

As soon as Nielsen’s data is updated, Ad Manager adjustments are only made once a night.

The GRP provided or audience settings are not used by Ad Manager to restrict ad serving or alter your targeting or impression goal. It considers the configuration with the best effort methodology. It automatically adjusts the goal up or down to cater to enough impressions to meet your goal fully, as measured by Nielsen.

How to monitor your campaign to reduce wasted impressions?

As Ad Manager makes adjustments to ensure that you meet your goal, you should keep checking the ratio of ad server impressions delivered to Nielsen impressions and adjusting to your demographic targeting to limit wasted impressions.

For instance, Ad Manager could deliver 1 million impressions, according to your line item targeting. Still, the number of impressions that qualified in the Nielsen demographics that you have chosen could have been only 900 thousand. You should run a report and see where the wasted impressions were delivered and update your targeting.

How to run a Nielsen Digital Ad Ratings Report?

Once your campaigns’ delivery begins, you can see campaign reach by running a report according to the Nielsen data. You should include total inventory in your report and see the amount of impressions delivered outside your Nielsen demo and make adjustments to your line item target accordingly.

  1. Sign into Google Ad Manager and click on Reporting and then Reports.
  2. Click on New Report.
  3. Click and choose Reach and then click on Done.
  4. The Delivery Order dimension should be included, and Demographics Nielsen Digital Ad rating demographics dimensions.
  5. It is optional, and you can include one or both of-
  • Nielsen Digital Ad Ratings segment: Audience and frequency metrics
  • Nielsen Digital Ad Ratings restatement date: The date Nielsen calculated the data
  1. Choose the desired metrics and click on Run.

Nielsen Digital Ad Ratings metrics

In Ad Manager reporting, the metrics given below are available-

Impressions- The impressions that have been collected from the beginning of the row’s cumulative metrics date range. If the dimension with date is included, the metric is for all impressions that have been conglomerated from the start of this row’s cumulative metric date up to and inclusive of the row’s date.

Population base- The market’s total population is defined by age and gender for this row.

% population share- Population / Total Population (For Demographics)

Unique audience- The people who have been reached, using the ads for this campaign from the start of the row’s cumulative metric date range. If you have included the date dimension, the metric is for the complete reach that has been collected from the start of the row’s cumulative date range up to and including the row’s rate.

% audience share- Cumulative Reach / Total Cumulative Reach (For Demographics)

Audience index- % Reach Share (For Demographics) / % Population Share (For Demographics)

 % impression share- Cumulative Impressions / Total Cumulative Impressions (For Demographics)

 Impressions index- % Impression Share (For Demographics) / % Population Share (For Demographics

 % audience reach- Cumulative Reach / Population

Average frequency-Cumulative impressions / Cumulative Reach

 Gross rating points- Cumulative Impressions / Population * 100

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