Runative Training Guide

Marketing Team 3
August 2020
 Table of Contents
1. Runative Overview
2. Campaign Creation
3. Statistics Page
4. Creatives & Rejection Cases
5. Tuning & Optimization
6. Tips & Tricks
1. Runative Overview
Runative Overview
Runative is a self-service advertising network using various formats.
 Companies make advertising campaigns and make bids in order to show their aid in a spot on a website.
 The campaign, and the many adspots, must be checked manually daily for optimization.
 The goal of Runative campaigns is to make purchases.

After logging in, you will be brought to the dashboard page:

 Create a Campaign
 Create a new campaign from the beginning
 Campaign Listing
 View both live and archived campaigns for
every ad group
 News Feed
 If Runative has new updates, new publishers
relevant to Toomics, or new features, they will
often show up in the News Feed
Runative Overview
1. Campaign Listing
The Campaign Listing page gives a general overview of all the campaigns currently running on Runative.

 Ad Group: Campaigns are separated by ad groups or

rather by the language the campaign is in
 Statistics: Check and analyze campaign data
accumulated by Runative.
 It is important to note that not all data is
accurate in the Runative system, so it is
important to check with Toomic’s backend
system.
 Approved: The campaign has been approved by
Runative and is active
 Pause: pauses the campaign and remains in the list
 Edit: Edit the campaign settings & creatives
 Clone: Automatically duplicates the campaign
 Clone as Prime: Automatically duplicates the
campaign using prime rather than RON
 Archive: Pauses and moves the campaign to the
archive list.
2. Campaign Creation
 Campaign Creation
1. Settings
The Campaign Name requires this format:
language – format – title – country – cid

Example:
[EN] Native StepM US_UK_CA CID-DS150472220

The CID allows team members to see who created the

campaign and when they created the campaign and
requires this format:
name initials - time – date
Example:
DS150472220

Ad Format: Select the format of your campaign

Countries: Select the countries you want your campaign to appear in
Regions: Select/deselect specific regions for your campaign
Ad Group: Select the group you would like the campaign to be classified under in Runative ; the language group

 Toomics primarily uses two ad formats: Native and 300 x 250.

 Campaign Creation
1. Settings Example

Campaign Name:
Language: English / [EN]
Format: Native
Title: Step Mom / StepM
Countries: US, UK, CA
CID: Deanna, 15:04, 7/22/20 / DS15042220

Ad Format: Native
Countries: Canada, United Kingdom, United States
Regions: All of Canada, United Kingdom, United States
Ad Group: English
 Campaign Creation
2. Targeting

 In the beginning, only select the target language of

your campaign.

 After the campaign gets going and data is analyzed,

you may modify the other target settings such as
removing “tablet” from devices if it is not making
purchases, user registration rate is low, etc.

Languages: Select the targeted language of your campaign

Devices: Select the type of devices the campaign will appear on (desktop, mobile, tablet)
Operating Systems: Select the type of operating systems (iOS, Andriod. Firefox, etc.)
Browsers: Select the type of browsers (Chrome, IE, Opera, etc.)
Carriers: Select the type of carriers (WiFi, Verizon, US Cellular, etc.)
Campaign Creation
3. Scheduling

Day Parting: Select which days and which times the campaign will be live
Start/End Date: Select the campaign’s start date, end date, and the time zone.

 Always select the start date, but do not select an end date.
 The goal is to keep good campaigns running, so campaigns are turned off (end) when the results are
consistently bad even after tuning and optimization.
 Most campaigns are set to the UTC (Coordinated Universal Time) timezone.
 After becoming more familiar with the campaigns, it is possible to upload new campaigns in different
timezones.
Campaign Creation
4. Audience

Traffic Selection: Select the way the campaign will be targeted to sites/spots, either RON or Prime
 RON:Select to target all ad spots (always select)
 Prime: Select to target pre-chosen spots

 Under the Site ID List & Spot ID List sections, you can target (Whitelist) or exclude (Blacklist) specific Site or
Spot IDs, by listing them all at once.
 When starting the campaign, the Site ID List & Spot ID List will be inactive until spots/sites are ‘paused’ when
optimizing the campaign (more information on this later)
 It is recommended to never use a whitelist, because if a whitelist is selected, then a blacklist cannot be used
when pausing a spot/site.
Campaign Creation
5. Pricing

 Advertising Model: Select the pricing model, either CPC or CPM

 CPC: Cost per Click
 CPM:
 Standard: Cost per Mille / Cost per Thousand Impressions
 Dynamic: Bid will automatically adjust to the bid of others and will never spend more than the
maximum (always select)
 Max Bid: The maximum amount that can be spend on a particular ad spot; can be adjusted
 Daily Budget: Daily maximum budget for the campaign; can be adjusted
 Distribution:
 ASAP: Spend the entire daily budget as soon as possible
 EVEN: Distribute your budget evenly throughout the day (always select)
 Campaign Creation
6. Ads

Depending on the ad format, the Ad Page may look a

bit different based on the requirements of the selected
format.

Images uploaded and used in the campaign are called

creatives.

An unlimited amount of creatives may be uploaded,

though the recommended amount is roughly 10~20
creatives.

ID: Each creative is automatically given a unique ID number

Priority: This indicates which creative you want to display more between 1 (highest priority) and 10 (lowest priority).
Freq. Cap.: All of Canada, United Kingdom, United States
Status: This indicated the amount of times you want to display the creative to the same (unique) user.
Action: Pause, trash (delete), flag capabilities

Recommended to start a campaign with Priority set to 1 and Frequency Capping set to 1; can re-
adjust when tuning and optimizing.
 Campaign Creation
6. Ad

Native 300 x 250

Brand Name: Usually the name of the company and/or the webtoon title and is visible to users in bold
Headline: Creative ad-text to help attract users to click on the ad
Prime: Select to target pre-chosen spots
URL: The landing page a user goes to and how data is tracked in the Runative and Toomics system

Native ads require a brand name, a headline, and a URL, while 300 x 250 ads only require an URL.
 Each creative must be approved by Runative before going live
 Runative generally approves campaigns and/or changes to campaigns around 5pm KST.
3. Statistics Page
Statistics Page
1. Date
On the date page, you can gain a quick overview of how the campaign has been doing day to day.

 You can change the dates depending on how will

analyze your data.
 After you click ‘apply’, make sure to click
‘show’ for the data to appear
 The daily cost that shows up on Runative is
according to the timezone selected when creating
the campaign.
 The campaign in the example is set to the
UTC timezone, so the actual spending may
differ when checking the amount spent
according to KST time.
Statistics Page
2. Ad Spot
The Ad Spot page shows data for both site id, or website domain, and adspots, or specific spots in a website domain.

When you click the Ad Spot page, the

data is automatically shows site id
data.
 Expand All: Expand all site ids to show
each ad spot
 Show All Adspots: View the data by
adspots rather than separated by each site
ad
 eCPM: This is the average bid price the
adspot is spending according to the dates
selected.
 Cost: The amount the site id or adspot has
spent
 Set Campaign Bid: This is the bid for the
entire campaign and may be changed.
 Action: See which site id/adspot is live and
which is paused
Statistics Page
3. Country, Devices, OS, Browser, Language, Carrier
These pages show data by each metric selected in the campaign. These sections are not checked as much, as we prefer to
refer to the backend pages.
Statistics Page
4. Creative
On the Creative page, you can see how each creative is doing. Usually, CTR and cost are the two main data that we
check.

 You can change the dates depending on how will

analyze your data.
 After you click ‘apply’, make sure to click
‘show’ for the data to appear
 The daily cost that shows up on Runative is
according to the timezone selected when creating
the campaign.
 The campaign in the example is set to the
UTC timezone, so the actual spending may
differ when checking the amount spent
according to KST time.
4. Creatives & Rejection Cases
Rejection Cases were prepared for Toomics by Runative staff.
Creatives & Rejection Cases
1. Creatives
To create creatives for campaigns, Adobe Photoshop is used
The marketing design team prepares 1pic files for webtoons that can be used to make creatives for Runative
and other platforms.

These 1pic files do not contain text and may

be altered depending on the age level:
15+, 17+, 19+

Most of the webtoons currently used in

campaigns on Runative already have 1pic
files available.
 However, if a webtoon does not have 1pic files
available and/or you would like to use different
images, you can either search through the
webtoon’s chapter psd files or request them from
the marketing design team.
17+ 19+

For Runative Compliance Guidelines regarding creatives, please visit their guide here.
 Despite Runative having a compliance guide, they often change the standard of what is approved/rejected.
Creatives & Rejection Cases

Examples
1. Banner ads containing sexual activity
2. Images with clear sexual intercourse
3. Headlines sexualisation of family
relationships
Creatives & Rejection Cases

Examples
1. Images containing highly provocative
imagery provoking sexual arousal
2. In context with the headline which implies
sexual activity
Creatives & Rejection Cases

Examples
1. These creatives were rejected,
however, the same ad image with a
different headline could be
approved.
Creatives & Rejection Cases

Examples
1. Headlines directly referring to sexual
content will be rejected
Creatives & Rejection Cases

Examples
1. Adult images containing obvious
sexual intercourse will be rejected