This guide will provide a basic overview of how to get started with WeatherAds for Display & Video 360, and explain the key differences between the two automation flows for DV360 in WeatherAds
If the DV360 connector has not yet been enabled for your account, please contact our customer support team to request DV360 access. We will schedule an introductory call with you to assess your campaign requirements and help you get started with WeatherAds for DV360.
WeatherAds automations for Display & Video 360
For DV360, WeatherAds offers pre-bid weather targeting where you are effectively enabling and disabling delivery of impressions based on your audience's weather.
You can use a WeatherAds automation to turn on / off delivery of your ads around key weather moments, and also to rotate ads according to different weather scenarios.
How WeatherAds interacts with Display & Video 360
WeatherAds works by activating line items when your weather moment happens, and deactivating them when the weather no longer matches your rules. Consequently, this approach requires a separate line item for each ‘region’ that you want to target (assuming you are targeting based on your audience’s weather – learn more about audience targeting vs destination targeting). Each region therefor must be suitably granular, e.g. a county, city or zip code. This setup enables WeatherAds to weather target each region with high accuracy.
Setting up your Line items for use with WeatherAds
There are two ways that you can set up your line items for use with WeatherAds. The first is to manually create the line items yourself in DV360, and then assign each line item a ‘weather location’ in WeatherAds, using the 'Automate existing Line Items' flow. The second way is to create a single ‘Master’ Line item in DV360, and then automate the line item creation process using the ‘Create and Automate...’ flow in WeatherAds. With this flow, WeatherAds will automatically create the required number of geo-specific ‘child’ line items, from your ‘Master’ line item.
When to use ‘Create and Automate’ flow
The line item creation process can be automated using the ‘Create and automate new child line items’ flow in WeatherAds. With this option, WeatherAds will automatically create the necessary number of line items, based on the location targeting settings of your ‘Master’ line item. It will apply the relevant geo targeting to each one, and assign it's corresponding 'weather location' automatically.
Select this flow if your campaign is targeting a wide geographical region (E.G. a Country or a State), or if you are targeting multiple geos (of any size) within a single line item and you wish to activate delivery based on the viewer's weather.
When to use ‘Automate Existing Line Items’ flow
The ‘Automate existing line items’ flow skips the automatic line item creation step, enabling you to apply weather targeting directly to your existing line items. There are two scenarios when you might choose to use this flow.
The first scenario is if your line items are already set up in the correct way where each line item is targeting a single, granular location (e.g. county, city, zip code). For example, let's say your target market is California. In this example, each line item should be set up to target an individual county or city within California (E.G. Los Angeles, San Francisco, San Diego etc).
The second scenario is if you want to automate delivery based on the weather in an specific location, rather than your audience’s weather (e.g. a tourist board advertising to foreign markets). In this situation you do not need to create any new ‘child’ line items, since your target location is separate from your weather location.