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  • Gabriel Ribadeneira L

A benchmarking tool exclusive to Basis!


By analyzing information from 250,000+ line items and 14,000 brands, Market Trends reports on spend and performance across channels, properties, verticals, and KPIs.


These graphs will help you:

  • create data-driven media plans,

  • set campaign targets,

  • compare performance,

  • encourage exceeding objectives,

  • standardize sources of data and information, and

  • report on campaign execution!

By automatically aggregating and summarizing thousands of data points, Basis eliminates the time and cost associated with collecting, researching, and organizing information to guide your media plans! There are four graphs at your disposal:


1) Performance Over Time

Learn how each KPI has performed through the year with this bar graph.

How to read this graph?

The bars show you the median performance value of all line items for the chosen KPI.

What can you do with this information?

This graph shows you how a KPI’s performance fluctuates month to month. For example, you may notice that eCPMs for Shopping are greater in the second half of the year, while eCPMs for Health remain relatively consistent. This data highlights how seasonality may affect your campaign and what variations you can expect throughout the year.


2) Performance By Property

Examine which are the top spending properties within specific channels.


How to read this table?

For Direct, Search, and Social channels, each column gives you information specific to each property as it relates to spending and performance. 

What can you do with this information?

For planning purposes, you can review how properties like Facebook, YouTube, or Hulu have performed in a specific time range, or by vertical. This can guide your decision on how to set budgets, bids, and which KPI values you can expect.



3) Performance By KPI

Discover what was the median value achieved for each KPI, per channel.


How to read this graph?

In the center of the graph, you will see the number of Line Items being evaluated.

For each KPI, you have three values:

  • The percentage of Line Items per each KPI assigned in Basis.

  • The median performance achieved by Line Items, per each KPI, that was assigned at the Line Item level in Basis.

  • The median performance achieved by all Line Items, regardless of which KPI was assigned as a goal in Basis.

What can you do with this information?

Based on different time ranges and verticals, you can see which KPIs are most common. For example, you may notice Auto Line Items typically have a CPA goal, and Sports Line Items have a CTR goal. When creating new media plans, this data can help guide which goal to assign to your Line Items, and offer directional information on the results you could accomplish. As you are running a Line Item, it can also act as a goal to try to exceed!


4) Spending Distribution

Identify how advertisers are distributing budgets across different channels.


How to read this graph?

Each color in this graph represents a media channel -Direct, DSP, Search, or Social- and you can see the percentage of net spend that has been allocated to each.

What can you do with this information?

Distributing budgets between channels can be guided by using this graph. You can reference this information to see how other Basis advertisers are building their media plans.


Filters

Narrow down your information and view specific data with the filter tools available for all of the graphs!

  • To filter by date range, use the Date Range menu to choose from the preset time frames.

  • To filter by vertical, click Filter > Add new > Vertical and select from the list of 26 different verticals in the dropdown menu. Repeat this step for every vertical that you want to add to your filter.

How do these graphs help you?

  • Benchmarking: Acquire an independent perspective on how well your campaigns are performing relative to other advertisers.

  • Planning: Get a consistent source of reliable data to plan and monitor your campaigns. Set performance expectations based on empirical data findings.

  • Automation: Eliminate the time and cost associated with collecting, researching, and organizing information to guide your media plans.

  • Reporting: Compare your performance against that of other advertisers in the same channel and vertical, to demonstrate your success.

How can you access Market Trends on Basis?


To access Market Trends, open the Basis Menu in the top left of your screen and select Market Trends. Then, choose from the following graphs and tables to organize and create data-driven media plans!


For more information, click here.

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  • Gabriel Ribadeneira L

Conversion Tracking


Improvements have been made to add clarity about which conversions are being tracked, which ones aren't, and which are available for tracking. Filtering by Delivery Sours is also now available. more improvements to come to the Message Center in the coming months!


Learn more about conversion tracking here.

CTV and Audio Inventory


Beachfront and Targetspot are now available in Basis!


Beachfront brings premium Connected TV supply. Connected TV is more convenient, has premium programming, and is a cost-effective way to reach a TV audience. Learn more about it here.


Targetspot is an audio-only exchange with access to over 150 publishers, worldwide. Audio advertising offers a way for users to consume media as actively or passively as they please. Ads can be pure audio or can also have a companion ad as an added visual. Learn more about the audio advertising opportunity here.

Inventory Directory


The Inventory Directory can now be found in the main Basis menu.

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  • bethhoffman9

1. Group Budget Optimization

Basis’ Optimization Suite is expanding! And we are excited to announce that Group Budget Optimization is now available. This newest optimization feature shifts and allocates budgets between tactics based on performance.


What are the key benefits?

  • Reduction in manual optimization in groups and manually shifting budget among the tactics, ultimately leading to an increase in time saved

  • Using automation, Group Budget Optimization helps users generate better outcomes for their groups and the KPI they wish to optimize the budget for


How to use it?

Group Budget Optimization is enabled when you edit or create a group, use the following steps to set up:


Step 1: Set up the group's budget -- please note:

  • If the budget type is set to All Time, you cannot enable GBO unless you have Group Pacing enabled

  • If Group Pacing is set to Off, GBO automatically turns off

  • If the budget type is set to Daily, you can use GBO with Group Pacing set to On or Off

Step 2: Turn Group Budget Optimization on to enable it


Step 3: Select the Optimization KPI that you want to optimize the group budget for -- options include: Impression Delivered, CTR, and CPC


Step 4 (optional): Set the Minimum Daily Tactic Budget, which is the minimum amount that GBO can reduce the tactic daily

budget to when shifting the budget between tactics


Further step by step details can be found here!


What GBO data is available in the Analytics Screen?

Within the Group Table:

  • A group’s optimization type and status within the columns “Opt Type” and “Opt KPI Type”

Within the Tactic Table:

  • When the optimization type is GBO, the column labeled “GBO Daily Budget” for that group's tactics is populated (note: this column shows “Learning” if the optimizer is still in learning mode)

  • Once a model is created, this column displays the effective budget that the optimizer determined for that tactic

Interested in learning more about the updated Analytics Screen? Check out our Basis Success Webinar and more resources here.

2. Conversions Details Report

Reporting on conversion event-level data is also now available! Conversions Details Report allows you to create both one-time and scheduled reports on conversion pixels, with or without transaction ids. Note: BCI Conversion Granularity coming soon.


This report will help to:

  • Analyze the performance of various conversion pixels and help make group and tactic optimization decisions

  • See conversion data by timestamp for the purpose of reconciling data with third-party tools (e.g. ad-server)

How to access and create:

  • This new report type has been added under DSP reports

  • Select “Conversion Report”, name the report, and select “Conversion > All” from the Dimensions drop-down menu

Need an overall refresher on creating DSP reports? Head over to this link here.


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