1. Vanilla

2. By the end of this session, you will:
LEARNING OUTCOMES
By the end of this session, you will:
Know how to book multiple creatives with a single order in FutureProof
Understand why audience is more important than creative format
Trainer to read the slide
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3. Some campaigns under-deliver when using a single creative format
CURRENT SITUATION
Booking campaigns with multiple creative formats requires each format to be booked as a separate order
Some campaigns under-deliver when using a single creative format
You told us that you like the ease of processing Ad Products
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4. Vanilla INTRODUCING The answer to that is VANILLA.... So what is it??
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5. WHAT IS VANILLA?
Vanilla enables you to book multiple creative with a single order in FutureProof - using the same standard and premium creative options that our ad products use.
You told us that you liked the ease of booking. So learning from this we created an Ad Product and then dismantled it to take all the targeting out of it. This gave us Vanilla. This enables you to book multiple creatives, in either standard or premium options via futureproof.
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6. STANDARD VS. PREMIUM Standard Leaderboard Skyscraper MPU Ad Strip
Premium Billboard Double-Height MPU MPU High Vis Adhesion Banner
Just to recap what our standard and premium options are:
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7. STANDARD VS. PREMIUM Standard Leaderboard Skyscraper MPU Ad Strip
Premium Double-Height MPU MPU Billboard Adhesion Banner
If you look at the formats on this slide. You will see that in terms of CTR, there is very little difference in performance. The big difference is between Premium and Standard. So if you want to make a higher impact then Premium formats perform better not only on CTR, but also on the fact they get higher engagement and leave a bigger impact per ad impression. This is due to their size and position on pages.
So what we are saying is, that picking just one creative is not always the right move. For one, you exclude our mobile audience, as the formats you are choosing just generally run on desktop and tablet.
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8. HOW DO WE DO IT?
Rather than a campaign being delivered across a single format, impressions will deliver across ALL of the creative formats
Example: 10,000 Ad Impressions Run Of Site
Impressions will NOT deliver evenly – they’ll deliver according to availability which will vary from site to site and campaign to campaign

9. WHY DO IT?
We are not delivering what we are selling our customers:
Trainer use
To go into your regions dashboard.
You will see common themes, same reps selling same formats. They are just all blocking each other out, so you are doing more harm than good.
Eases the pressure on availability
Encourages sales teams to focus on audience not formats
Significantly reduces the amount of time taken to book campaigns with multiple creative

10. VANILLA PRICING STRUCTURE
10,000 Ad Impressions
20,000 Ad Impressions
30,000 Ad Impressions
40,000 Ad Impressions
50,000 Ad Impressions
60,000 Ad Impressions
70,000 Ad Impressions
80,000 Ad Impressions
90,000 Ad Impressions
100,000 Ad Impressions
Standard
Leaderboard MPU, Sky, Mobile Ad Strips
£130
£235
£315
£415
£425
£510
£595
£680
£765
£850
Premium
Double Height MPU, Billboard, High Vis, In Article MPU, Mobile Interstitial
£185
£325
£485
£645
£665
£795
£925
£1050
£1180
£1300

11. How do I book a Vanilla campaign?
These screen shots predominantly apply to Enrol, but the same process applies for all Ad products and Vanilla

12. Futureproof Ad Product booking now requires you to select an Edition instead of Position for sites ad is to be delivered onto. Under Title select Ad Product as below:

13. Under Edition you are given choices pertaining to the websites the ad will be delivered to. You will need to select the centre that the titles are relevant to.
You must select something here or you will not be able to complete the booking:
I.e. in the example above you can select Basildon or Colchester. If Basildon is selected the ad will be delivered to Basildon websites. If Colchester is selected it will be delivered to Colchester websites.
All of the Ad Products will be delivered on all online titles that are relevant to that centre. However Vanilla will run on sites selected as per current ROS campaigns
NB the only exception to this is the Ad Product Enrol ‘Universities & Higher Ed’ which will be delivered onto any Newsquest website with available positions).

14. Under Pages select the type of digital Ad product you wish to book e,g Vanilla

15. Select appropriate classification.
Position is automatically populated according to what you select in the edition

16. Unlike other digital products booked in futureproof the
Size and position is not determined by the ‘size’ you
select in futureproof. It is determined by either standard
or premium creatives (style).
All digital Ad products can be sold as either a premium
product (always animated Flash) or a standard product
(always animated GIF). This can be selected under Style.
This is the easy bit.
So rather than selected different line items, you now just select Standard or Premium and the creative’s will be produced for each format

17. You need to select Price Pack 1, 2 or 3 under Size
A new digital workflow is in place which means the multiple creatives required to make up each type of ad product do not now need to be booked on separate rows (text versions).
e.g. A Standard Vanilla booking requires the following:
top_leaderboard, skyscraper, adstrip1, adstrip2 and either premium_MPU or standard_MPU (the MPU will be uploaded to whichever of these two positions is available).
Premium includes: Billboard, High Viz, in-article MPU/premium MPU, adhesion banner.
Instead of booking a separate row for each of these positions you only need to book a single row (Instruction re sizes and positions will be automatically supplied to 2AdPro with the booking xml).
NB if you need to book more than one digital ad type then each different ad product type will need a different text version.

18. Digital Ad product Form
You’ll see that there is a new digital form which displays the information selected in the booking grid (including the number of impressions and price for the price pack you have selected):
Here you must enter a web/click through address (as you do for other digital display bookings) and any relevant upload instructions.

19. Production grid
You’ll notice there is a new container type called Dig Ad Product with a file extension of ‘.DAP’:
NOTE: You will need to tell Oxford/ Southampton media services when an ad product booking has been set to Ready to Upload. This is because 2Adpro need to manually pass the booking to DFP until and automated process is in place.
Stops/ Amends
Will work in the same way as other digital ads.
To add components you need to use component dropper (or using Futureproof with the + button to add components as normal) as you do for other digital ads. This time however all creatives will be attached to a single text version for each Ad product booked. You will need to use AdManager to create layout/annotate to indicate which components are to be used for each creative if there is a preference or a specific layout to be followed.

20. ?

21. OBJECTIONS Get delegates to talk about possible objections:
One key one will be the fact they can’t see there Ad – ANS: If you bought 10,000 leaflets and I put one through your door you wouldn’t be happy? Its the same with Digital Display. An Ad Impression served on you, is an Ad Impression wasted.