You may recall from setting up your new tvScientific account that a tvScientific organization has one or more ad accounts; and an ad account has one or more campaigns. A campaign, in turn, has one or more ad groups.

While the Reports tab is the heart of tvScientific's robust reporting, you can quickly monitory campaign performance right in the Campaigns page so that you can take action immediately. The top of the Campaigns page displays a performance graph. You can examine overall performance or filter by campaign. Expand the Controls to specify report dates.

Scroll down to the list of campaigns to edit them based on your performance findings.

In the Campaigns tab, click +Create Campaign. (If you are just setting up your tvScientific account, the account creation flow takes you to campaign creation automatically). Our Create a Campaign and Ad Group article guides you through the campaign creation flow, where you will also create one or more ad groups and upload and assign creatives.

If you want to create a campaign that is very similar to an existing one, you can scroll down the Campaigns page to your list of existing campaigns and from the Action drop menu on the right, select Duplicate next to the campaign you want to copy.

The Duplicate Campaign page displays, where you can edit the basic information copied from the original and click Duplicate.

This campaign then becomes a draft in your campaigns list, and you can select Edit from the Action drop menu to continue its setup in the campaign creation flow at any time.

Under the campaign performance graph is a list of all the campaigns under your ad account. For each campaign, you can view its ID, run dates, budget, spend, and other metrics. You can sort your list by any of these metrics by clicking on the column header. To the right of each campaign is an Action drop menu.

Your existing campaigns may include active, paused, and draft campaigns, but you can filter the list by Status on the top right. Active and paused campaigns are complete campaigns, meaning that their setup is complete.

Select Manage Campaign from the Action drop menu next to the campaign you want to edit. Click Save Campaign after making your changes.

tvScientific provides useful default values for most settings, so you can start running a campaign very quickly even if you choose to input minimal details.

Select the type of budgeting you want to set for your campaign.

Specify the time window for your campaign. To run the campaign indefinitely, remove the end date and time, leaving the fields empty. Note that choosing no end date means that you will have to specify a daily, rather than a total, budget for your campaign.

Optionally show display banner ads to visitors who have already been exposed to your CTV ad as a way to build frequency with your target audience. If you toggle this option on, enter a maximum percentage of your campaign budget to use on display ads. Retargeting CPMs range from $2-$3.

If you toggle retargeting on, you will automatically create a second ad group as part of this flow (for retargeting).

tvScientific makes an automatic recommendation based on the type of business from your Advertiser Settings information entered when you first created your account.

Optionally visit the advanced delivery options to fine-tune your campaign to set up incrementality, A/B testing, or a frequency cap.

You can choose to test incrementality by specifying a percentage of your targeted audience to use as a holdout group, excluded from seeing this campaign’s ads. This option is not available if you have selected to retarget audiences with display ads.

A random selection from your target audience will act as a control group to measure the effectiveness of your campaign. Instead of your assigned ad, the control group will be shown a randomly assigned public service announcement (PSA). You can then use tvScientific reports to examine campaign lift, where outcomes from exposed households are compared to outcomes from the holdout group.

tvScientific runs incrementality testing in the background as part of our "Always On Incrementality." However, if it's within your budget constraints, allocating a holdout percentage to test incrementality is the gold standard for analyzing lift.

Split testing allows you to test different ad groups in a way that isolates the exposed households by test group so there's no contamination.

Optionally set a frequency cap. A frequency cap limits how many times a household can be shown the same ad. Use it to prevent over-delivery of your ad to the same viewers, and to maximize reach across your target audience.

You can specify multiple rules by clicking + Add; for example, you can limit it to a maximum of 10 ads in one week, and 20 ads in one month.

In the Campaigns list, clicking on the name of an existing campaign displays its ad groups. The Ad Groups page should look familiar: you can see each ad group's system ID, its name, the Campaign to which it rolls up, its run dates, Max Bid, Spend, Budget Remaining, and other metrics by any of which you can sort the list. Ad group Status (active, paused, or draft) is on the right, along with a list of actions you can take from the Action drop menu.

To create a new ad group under this campaign, click + Add Ad Group on the top right. The bulk of the setup is at the ad group, not campaign, level: it is here that you refine your targeting.

In the Add Ad Group Settings page, create or edit your ad group as described below. The setting options depend on whether this is a regular CTV OTT ad group, or a Display Retargeting ad group (which will show display ads to visitors who have already been exposed to your CTV ad as a way to build frequency with your target audience).

Select a bid strategy for your ad group.

The bid strategies are:

All bid strategies allow you to set a Max CPM Bid. Consider the daily budget you set for the entire campaign. The max CPM bid serves as a bidding limit for our bidding engine, overriding what your overall campaign budget may allow. tvScientific provides a recommended bid range for your inventory selection.

Optionally set advanced delivery options for your ad group; these include frequency capping and dayparting.

Optionally set a frequency cap. A frequency cap limits how many times a household can be shown the same ad. Use it to prevent over-delivery of your ad to the same viewers, and to maximize reach across your target audience.

You can specify multiple rules by clicking + Add; for example, you can limit it to a maximum of 10 ads in one week, and 20 ads in one month.

Optionally specify the general time of day ads from your campaign are shown (for example, weekday evenings or weekend mornings). You can specify multiple rules, with different day parts for different days of the week. Click + Add to add each desired day-part.

Scrolling down, you arrive at targeting, which is broken down by geography, audience, and inventory.

Targeting has many aspects; begin with geo targeting, where you specify the geographical regions you want your campaign to target or block, by either using the geo-targeting selections on the page shown below, or using the batch upload.

For new campaigns, we recommend casting a large net. Once you learn more about the campaign's performance, you can refine your audience.

You can target the entire United States by accepting the Target Entire US default.

You can be more specific by specifying regions to include or exclude: specify by state, city, zip code, or designated marketing area (DMA).

Use the toggle to indicate whether the zip codes you provided should be targeted or excluded. The Save button is enabled when all the zip codes are valid.

In the example below, the entire state of New York is targeted, except for New York City. The inclusion of the city of Albany is redundant (but harmless) because the rest of the New York State is already specified.

Describe your target audience in terms of demographics: gender, age group, and household income bracket, behaviors and interests, and other descriptors. For ages and incomes, you can select consecutive options (for example, you can select the 25-35 age range and the neighboring 35-45 age range for a 20-year range).

The advanced audience options include: behaviors and interests, retargeting audiences, and 1st-party audiences.

You can scroll down the items in each tab, or start typing a word to find matches. Clicking on an audience of interest moves it to the Selected column.

You can then Save 1 result, add more from the same tab, or peruse other tabs.

Below, an additional group is selected from another tab. Clicking Save 2 results saves cumulative selections from all tabs and returns you to the ad group creation flow.

Select the inventory in which your ads will be displayed.
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The inventory targeting options are:

You can specify a list of publisher apps that you want to target or block from showing your ads. Select the desired apps to move them to the right column. For those in the right column, specify the rule: Include to target; Exclude to block.

Optionally specify device type and OS targeting to show or block your ads on selected devices and/or operating systems, but note that this can limit your scale. Move device types or operating systems to the right column and then specify if you mean to exclude all those in the right column, or include them. Click Save n results to save the cumulative selections in both tabs.

Click Add Creative to assign one or more creatives to this ad group.

You can select from the media library creatives that you have already uploaded, or upload creatives, and assign them. You can also provide a creative via VAST tag.

Once you have assigned one or more creatives (marked Assigned in the right column of the Select Creative page), click Next: Manage Creative.

Managing the creative for an ad group involves confirming that you have uploaded the right file, entering a title, adding click and tracking URLs, and deciding on the rotation of the creatives as they are shown.

Click Save Creative.

Create or edit a Display Retargeting ad group, which will show display ads to visitors who have already been exposed to your OTT CTV ad as a way to build frequency with your target audience.

If you're creating a new campaign and you enable retargeting, the campaign creation flow automatically guides you to create a second ad group for retargeting after you've created one or more regular (OTT CTV) ad groups.

You can only add a display retargeting group to a campaign where retargeting is enabled. If your campaign is not set up for retargeting, first edit the campaign to enable retargeting before you can create a retargeting ad group.

Select a bid strategy for the retargeting ad group. Setting a Max CPM Bid is important in a retargeting campaign.

Scrolling down, you arrive at targeting within the retargeting group, which, like regular OTT CTV ad groups, is broken down by geography, audience, and inventory. However, your retargeting audience may already be limited, so be cautious about further restricting the audience.

Optionally restrict the geography for the retargeting group.

Specify the geographical regions within the retargeting group that you want your campaign to target or block, by either using the geo-targeting selections on the page shown below, or using the batch upload.

You can target the entire United States by accepting the Target Entire US default.

You can be more specific by specifying regions to include or exclude: specify by state, city, zip code, or designated marketing area (DMA).

Use the toggle to indicate whether the zip codes you provided should be targeted or excluded. The Save button is enabled when all the zip codes are valid.

In the example below, the entire state of New York is targeted, except for New York City. The inclusion of the city of Albany is redundant (but harmless) because the rest of the New York State is already specified.

You can further restrict your target audience within the retargeting group in terms of demographics: gender, age group, and household income bracket, behaviors and interests, and other descriptors. For ages and incomes, you can select consecutive options (for example, you can select the 25-35 age range and the neighboring 35-45 age range for a 20-year range).

Note that the Demo Campaign campaign is automatically listed for the retargeting group; this means that the advanced audience consists of households who have been shown an ad from the Demo Campaign campaign.

The retargeting inventory automatically defaults to Premium Display inventory.

Click Add Display Creative. The creatives for your retargeting display ads must be still images: PNG or JPEG. You can upload them by clicking Upload Display or select a display creative from the existing ones in the Media Library. Optionally enter a Click URL for the display creative. Uploading a creative and assigning a creative from the media library are described in detail above.

Click Create Ad Group to finish and save.

To model a new ad group on a similar existing one, select Duplicate Ad Group from the Action drop menu next to the existing ad group you want to copy. A new ad group is added to the list under your campaign. It's named "Copy of [ad group it was modeled on]."

Select Manage Ad Group from the Action drop menu next to it. The Campaign and Ad Group creation flow displays, open to your new ad group. Enter the new ad group's name and change any other settings that should differ from the original. Click Save Ad Group.

While most of your tasks regarding creatives will be done in the Creatives tab of the platform, you can easily access the creatives belonging to an ad group from the Ad Groups list page.

Clicking on the name of an ad group displays the Creative page for that ad group.

Here you can view metrics associated with the creative. You can also view creative details by clicking on the creative name.

The creative details page displays a preview of the creative, its length, and its launch date. It also provides you a list of all the ad groups to which it is assigned and their run dates.

You can do much more to manage creatives in the Creatives tab.