As a publisher, you know that every dollar counts. That's why it's so important to have the right tools in place to help you manage your business and improve productivity.
As an expert in online advertising and campaign optimization, we are often asked by publishers and advertisers about how to best track and manage the health of their advertising campaigns.
As an answer and to give our customers a competitive advantage, we recently launched three new KPI metrics at the Campaign and Line Item levels: On-Schedule-Indicator (OSI), Revenue-at-Risk (RaR), and Revenue-at-Loss (RaL). These metrics can help you identify and address potential problems early on so you can maximize your revenue potential.
On-Schedule-Indicator (OSI)
The OSI metric helps you track the pacing of your campaigns and line items. It is calculated by dividing the actual delivery percentage by the expected delivery percentage. For example, if you are expected to deliver 100 units in 10 days but have only delivered 40 units in 5 days, your OSI would be 80%.
In the Placement Order Management tool, the OSI metric is displayed as a completion or on-schedule percentage in the Campaign Line Item Table, Line Item View, and Self-Service Billing Report. You can also hover over the metric to see the OSI at the 1st Party (default) and 3rd Party levels.
If a line item is a Sponsorship or Offline type, the OSI metric will not be displayed.
Revenue-at-Risk (RaR)
The RaR metric calculates and measures any potential budget that is "at-risk." It is determined through a Placements.io custom formula that evaluates historical performance and pacing. The method then identifies any additional revenue that may not deliver or accrue as planned.
Publishers should strive to maintain a RaR score of less than 10% of budget at all times.
The RaR metric can be viewed at the Campaign Level (a roll-up summary of all line RaR values) and Line Item Detail level. All Sponsorship line items will inherit a $0 RaR indicator by default.
Revenue-at-Loss (RaL)
The RaL metric represents the revenue that was lost after a campaign has ended. It is calculated by converting the RaR field to a RaL field and reflecting any revenue that has not been realized.
Publishers should strive to maintain a $0 RaL score whenever possible.
Adding OSI, RaR, and RaL into your Billing Reports
The OSI and RaR data fields can be included in your billing files. To do this, simply navigate to the Add Fields section and type the name of the indicator that you'd like to include.
How to Use OSI, RaR, and RaL to Drive More Efficiency and Revenue
By monitoring the OSI, RaR, and RaL metrics, you can proactively identify potential problems early on and take steps to mitigate them. For example, if you see that a campaign needs to catch up, you can increase your spending or adjust your targeting to get back on track.
You can also use the OSI, RaR, and RaL metrics to make better decisions about your advertising budget. For example, if you have a campaign with a high RaR score, you may want to allocate more budget to other campaigns that are more likely to deliver results.
Overall, the OSI, RaR, and RaL metrics are powerful tools that can help publishers drive more efficiency and revenue. By monitoring these metrics closely, you can make better decisions about your campaigns and maximize your bottom line.
