How to target one ad or advertiser to a specific podcast episode, at 100 percent SOV

Also see:

• How to target one advertiser to all podcast episodes, at 100 percent SOV

• How to exclude all other ads from an advertiser's industry for all podcast episodes – industry exclusivity

This article describes how to use TAP and Omny Studio to target one ad to a specific podcast episode at 100% share of voice (SOV) for a set period of time, with no limit on impressions. It assumes you are already familiar with the basics of using TAP and Omny Studio.

In Brief:

• Set the advertiser's Ad Separation Override in TAP to "0".

• Create a campaign in TAP with a "No goal" flight for each position.

• Set the flight's priority as "Sponsorship."

• Create a Content Targeting rule that targets the podcast episode.

Detailed Description

Step 1: Set the advertiser's Ad Separation Override in TAP to "0"

1. Go to the Advertisers list in TAP and select the advertiser that you want to use in your 100% SOV campaign.

2. On the Information tab, go to the Competitive Separation section and enter "0" as the Ad separation override.
   

3. Click Save advertiser to save the change.

This overrides the default ad separation setting for this specific advertiser; when set at "0" it means ads from this advertiser can run back-to-back.

Step 2: Create a "No goal" campaign in TAP.

Tip: while not a requirement, Triton Digital recommends you create "No Goal" flights within their own campaigns instead of mixing goal-based and "No goal" flights in the same campaign.

If you plan to use more than one position (pre-roll, mid-roll, post-roll) you should create a separate flight for each position. The description below assumes you want this SOV campaign to run in all three positions.

1. Create a campaign in TAP and add a flight. Tip: start with the pre-roll flight, so include "pre-roll" in the flight name.

2. Set the date range for the period of time you want this SOV campaign to be in effect.

3. In the Priority type section, select Sponsorship. This automatically pre-selects "No goal" in the Goal section.

4. In the Delivery method section, un-select Live and On-Demand; only Podcast should be selected.

5. In the Position section, choose one position. (In this example, we select Pre-roll.)

6. In the Targeting section, create a content targeting rule that targets the podcast episode by episode ID. (In Omny Studio, this is the Clip ID.)
   

7. Finish creating the flight (e.g. enter any other required information).

8. Save the flight.

Now create a flight for the second position:

1. Make a copy of the first flight.

2. Edit the copy to change the position to mid-roll. Optionally, update the flight name to include "mid-roll".

3. Save the flight.

Now create a flight for the third position:

1. Make a copy of the second flight.

2. Edit the copy to change the position to post-roll. Optionally, update the flight name to include "post-roll".

3. Save the flight.

Finally, add the creative:

To run the same ad in all positions, simply re-use the same creative in all flights. Alternatively, you can use a different ad (but from the same advertiser) in each flight, and thus, each position.

That's it! Once you add your creative, the flights should run with 100% SOV in all positions on that episode of the podcast.