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Campaign Creation: Planning – Draft

Create Campaign

Here you will be assigning roles for your campaign, deciding on objectives, choosing the type of campaign you want from Contobox along with the pricing breakdown and any additional features that suit your campaign. Just remember, you can always save a draft of your progress in case you need to grab any more information.

Campaign Info

This is where you will fill in the name of your advertiser, brand, campaign category, campaign name, and the primary web address you want to direct your consumers.

Managed by

This section is for identifying who is responsible for specific roles in your campaign.


Choose a Contobox office by region.

Account Executive:

The salesperson associated with the campaign who is typically from Contobox.

Account Manager:

This person handles the account after the sale is finished. Again, it is usually a Contobox employee.

Campaign Manager:

The campaign manager is responsible for activating the campaign, which is taken care of by you internally or by Contobox.

The Experience Manager:

The Experience Manager is the Contobox representative that helps you create the campaign.


Every great campaign needs quantifiable objectives to measure its success against and this is where you detail those goals. For example, if your objective is to drive traffic to your brand’s website, you could list how many website views you want your campaign to drive.

Having specified objectives also helps with making decisions about what format and features you want for your ad unit.

Secondary Objectives:

You can also list a secondary objective that’s not the primary goal of the campaign.


List of Objectives:

Data Collection

You would like to collect data on users and audiences. This can also include gauging the interest of an audience.

Drive Conversions

You want to trigger a certain amount of conversions with your campaign. Conversions entail a completed purchase or any action that can be considered a conversion such as filling out a form or scheduling a test drive.

Drive Engagement

Your goal is to get users to interact with a brand and spend more time engaged with them.

Drive In-Store Foot Traffic

You want to encourage users to go to a physical store location.

Drive Website Traffic

You want to drive users to click through to a specific website.

Earned Media (Social)

You are trying to get more users to post about your brand on social media (tip: incentives will help inspire users to share a branded post).

Increase Awareness

You are interested in increasing awareness for your brand, product, promotion or anything else you want to inform consumers about.

Increase Brand Favourability

You want to improve the public perception of your brand.

Lead Generation

Increasing the number of users in your database. Leads are often generated through email sign-ups, rewards programs, contest forms, and anything else that would require contact information from an individual to be forfeited.

Types of Campaigns

Advertisers and brands using Contobox have a variety of needs for their campaigns. You may just want to gather some numbers for the sake of interesting a potential brand in a campaign, or you may need Contobox to put together creative for you and launch your ad campaign onto the web. It’s also possible that you already have your creative assets and just need Contobox to insert them into some ad units.

This is why there are three types of campaigns to choose from to suit your specific needs: Prospecting, Request for Proposal and Sold.



This is the type of campaign you want to create if you are trying to interest a client in running a campaign. Prospecting is useful when you need some hard numbers to convince a client that your campaign is a no-brainer.

Request for Proposal (RFP)

When you have a client but require creative, you can use this type of campaign to request that Contobox pitch you creative assets that fall within a specified budget. You can also propose a due date for the creative and select the anticipated flight time (time period for the ad campaign). The designers at Contobox are experts at creating assets that work with Contobox ad units and having them work on the creative will speed up the campaign process.


Additional Options

Here you will choose the platform: Desktop – Mobile/tablet – video – custom

Types of Ad Units:


Contobox expandable ad units expand from the IAB standard size and become interactive when activated by the user. These units are a great way to generate consumer interest and first-party data from user interactions and time spent with your brand.



Non-expandable ad units remain the same size when activated but become interactive like expandable ads. These ad units are a great option if you want your ad to be placeable across any device and still collect valuable first-party data from interactions.



A non-interactive display ad. Great for driving conversions on specific products consumers have already gained awareness of.



A responsive creative tag delivery system, EasyTag registers whether a publisher’s site allows for expandable ads. Providing the appropriate interactive non-expandable unit instead.



Contobox video adds a layer of HTML5 to in-stream and pre-roll videos, allowing consumers to interact with your brand to create first-party data and insights.



Played before, in the middle or after other video content. Instream videos are a great way to increase the likelihood of your video being viewed.



A video that plays in the middle of a non-video environment such as an article or social feed. This format is useful for grabbing the attention of a user without disrupting the streaming video.


Custom Ad Units:


An ad that appears before you can access an article. These ads a sure way to increase brand awareness as they are impossible to ignore.



Ads that mimic the look of other content on a publisher’s site. This format is less likely to irritate users scrolling through the content on a publisher’s site.


Branded Page

When the ad takes over the background of a web page. These are viewable from any place on a site and don’t interrupt a user’s experience of a website.


Sold Campaign

This campaign type is if for when you already have a client and assets or an approved RFP. Using a sold campaign is handy if you’ve already done most of the work on setting up a campaign but need a new ad platform.


Insertion Order (IO)

The IO is essentially a commitment to purchasing a certain amount of inventory at a specified cost. Once you’ve completed an insertion order, it becomes an IO line that can be edited and deleted. Multiple IOs can exist at the same time if you want your campaign to operate with a variety of cost specifications.


Managed Campaign and Self-service Campaign

You can choose between a managed campaign where Contobox takes care of distribution and makes sure objectives are met or a self-service campaign where you take care of the objectives and distribution.


Pricing Model

There are three pricing models to choose from that will affect the overall cost of the campaign.


CPE: Cost per engagement.

This is where you only pay for when a user initially interacts with your ad unit. By choosing this pricing model, you guarantee that you’re only paying for ad placements that have successfully captured the user’s attention.


CPM: Cost per impression.

You pay for every instance your ad is seen by a user. This model is more appropriate if you’re not as interested in user interactions.


CPV: Cost per view.

You pay for when your video is played for fifteen seconds, to completion, interacted with or the user clicks through to your website. Using the pricing model makes sense if you are primarily using video in your ad campaign.


Booked Amount:

The amount reserved for the pricing model selected.



Your rate is the cost of one engagement if you are using CPE, one thousand impressions if you selected CPM,  or one view if you chose CPV.



The category your campaign belongs to. Ex. Sports, Food.


Ad Size

You can select the size you want your ad to be.


Build Type

Each package comes with a different amount of marketplace features, ad formats and minimum investments. As you go from express to Gold, the features and ad formats only increase. Thus, the Gold level contains all the features and ad formats available.



Express is ideal if you need a quick turn-around of two days or just a lower cost campaign. It is a scalable six format solution that uses Contobox’s most popular features.

-Feature up to 3 products

-Collect interest and intent data

-All user interactions are tracked, scored, and reported

-Activate with product specific dynamic retargeting

-Seamless programmatic delivery through Contobox EasyTag

Premium Add-Ons

These are additional features that affect your campaign’s targeting. By selecting these features, the rate of your CPE, CPM or CPV is affected, but you do gain more advanced ad targeting and personalization which can lead to a more efficient ad campaign.

Dynamic Creative

Dynamic creative allows advertisers to personalize ads based on contextual user data such as the time of day, location, device, demographics and more. Using dynamic creative will mean that targeted users are getting more relevant ads served to them.

Dynamic Retargeting

Users are retargeted based on their previous interactions with your Contobox. Using this add-on feature will allow you to target users who have demonstrated a specific interest in your brand or one of your products with an ad that reflects that interest.


Target users by city or province. This can be used in conjunction with dynamic creative to serve regional prices, event times, locations and more.

Data Layering

You can target a more specific audience segments with the help of third-party data. Reach customers interested in a particular product, or with particular messaging and creative.


This is the fun part where you get to select all the interactive features that will help you engage consumers with your brand. There are many to choose from and to help narrow your choices down, you can filter some features out by selecting your campaign categories and objectives. Each feature has a demo you can explore to see how it works.

Maximum Number of Features

The maximum number of features to add to your campaign is five. Any more and you risk dividing your users attention in too many directions, confusing them and potentially driving them away.


Save a Draft or Submit the Campaign for Review

You can now either save a draft to work on further or submit the campaign for review. When you submit the campaign for review, all the managers on the campaign will be sent an email that gives them the opportunity to go over the campaign details. One of our Experience Managers (XMs) will be responsible for reviewing the campaign.

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