| Oracle® Communications Marketing and Advertising Concepts Guide Release 5.1 Part Number E20238-01 |
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View PDF |
| Oracle® Communications Marketing and Advertising Concepts Guide Release 5.1 Part Number E20238-01 |
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View PDF |
This chapter describes the entities that comprise an Oracle Communications Marketing and Advertising system.
Marketing and Advertising users create and manipulate the following entities:
Ad content consists primarily of the data that comprise an advertisement. Ad content can take the form of text, graphics, code snippets and linked objects such as an embedded URL or clickable image or web banner that directs the subscriber to additional content.
You can create personalized ad content from a template in which tokens, such as %Name%, are replaced by data from the network operator's subscriber database or other information repository provided by the advertiser. The ability to access an operator's subscriber database must be configured and approved by the network operator.
Advertisers create, upload and manage ad content in the Marketing and Advertising Web client.
Ad Content created in and hosted by Marketing and Advertising can also be used by external entities that request content from the system through Web services according to Open Mobile Alliance (OMA) advertising standards.
A campaign is a combination of ad content and the container in which the ad content is delivered.
There are three types of campaigns: advertising campaigns, dynamic campaigns and marketing campaigns. Open Mobile Alliance (OMA) campaigns managed by Marketing and Advertising function as either advertising or dynamic campaigns.
The network operator user creates campaign-type-specific connection configurations for ad space owners to utilize in ad spaces. Advertising campaigns and marketing campaigns can only operate on their respective connection configurations. Therefore, it is important to ensure that a proper connection configuration and ad space is available for use in setting up a new advertising or marketing campaign.
Dynamic campaigns do not require a static ad space to be created. Marketing and Advertising actively searches for dynamic ad spaces that contain categories specified by the advertiser during dynamic campaign execution.
In an advertising campaign, the container for the ad content is unused space in an existing SMS or MMS message that an application is already delivering to a subscriber.
There are two kinds of advertising campaign:
Application-to-person (A2P): The application sends a message to a subscriber. Marketing and Advertising intercepts the message and inserts the ad. The message then continues to the network where it is ultimately delivered to the subscriber.
Person-to-application (P2A): The subscriber sends a message to an application (for example, a vote for a favorite television performer). Marketing and Advertising intercepts the message, which triggers a return message to the subscriber (for example, thanking the subscriber for voting, and offering a coupon for some product). The original message from the subscriber is forwarded to the application.
Dynamic campaigns are advertising campaigns that use dynamic ad spaces. Dynamic ad spaces are offered by ad space owners to better target ad content to subscribers. When a dynamic ad space is created the ad space owner can assign dynamic matching categories that are related to the ad space. For example, an application providing World Cup soccer updates via SMS messaging may offer an ad space with a "football fan" category attached to it. An advertiser creating a dynamic campaign can select the dynamic matching category "football fan" and better target subscribers. Marketing and Advertising will dynamically match the ad campaign with the ad space during dynamic campaign execution.
In a marketing campaign, the container is an SMS, MMS, or WAP PUSH message that is dedicated to the ad content. Unlike in an advertising campaign, the message does not contain any content other than the ad.
A marketing campaign does not rely upon an existing message originating outside the campaign to initiate distribution. It consists of a set of identical messages (unless customized using tokens) sent to multiple subscribers, using target addresses either from an uploaded subscriber list or from the network operator's subscriber database based on established criteria such as demographic information or location. There are two levels of marketing campaigns:
Premium, where the advertiser has fine-grained control over when the messages are delivered and the demographics of the target subscribers
Standard, where messages are delivered on a space-available basis within a designated and agreed-upon time frame
In an OMA campaign, Marketing and Advertising functions as an ad server exposing ad content stored in the system to external entities. Ad content in the form of URL, text or simple HTML snippets can be served to target ad mediums, such as Web pages or ad space within a video game, in the context of an OMA campaign.
Advertisers continue to bid and acquire ad space in the marketplace. However, rather than having Marketing and Advertising insert or generate and deliver ad content in a traditional advertising or marketing campaign, ads are served to fulfill incoming Web services requests identified as coming from the ad space owner.
Although typically advertisers create campaigns, ad service providers can also create special types of campaigns called proxy campaigns.
Usually the advertiser selects the container to carry ad content from a list of available containers. In a proxy campaign the ad service provider acts as a proxy for an advertiser. The ad service provider creates the campaign directly, either by using existing ad spaces or by creating new ad spaces.
A proxy campaign can be an advertising campaign or a marketing campaign.
A campaign's life cycle is divided into different campaign states. Some behaviors are only available when the campaign is in a specific state. Moving a campaign from one state to the next may require action on the part of one or more Marketing and Advertising organizations.
Table 1-1 describes the possible campaign states in Marketing and Advertising.
| State | Description |
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CREATED |
An advertiser has combined an available campaign space with ad content and has indicated interested in the space, either by direct purchase or by bidding for it. Dynamic campaigns are created without a specific campaign space. |
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REJECTED |
The ad space owner has rejected a CREATED campaign. |
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ACTIVE |
The campaign has been approved by the ad space owner. |
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ACTIVE - SCHEDULED |
The ad space owner has approved a CREATED campaign and the campaign is now scheduled to run. |
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ACTIVE - RUNNING |
The campaign is sending out messages. |
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ACTIVE - COMPLETED |
The campaign has run to completion. |
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DELETED |
A campaign in the CREATED or REJECTED state has been DELETED before it enters the SCHEDULED state. |
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STOPPED |
A campaign in the SCHEDULED or RUNNING state has been STOPPED (undeleted campaigns will be in the STOPPED state). |
A campaign space is a container for campaigns.
There are two kinds of campaign spaces: advertising space and marketing spaces.
An ad service provider creates an advertising space by publishing basic information about the space, such as the dates and times of its availability, and offers the space to advertisers in the marketplace. The marketplace is virtual auction house accessible in the Marketing and Advertising UI used by advertisers to bid on available ad spaces to host their advertising campaigns.
After the advertising space offer has been approved by the ad service provider, advertisers bid on the advertising space, indicating the number of ad messages they are willing to buy at a certain price.
When the bidding period closes, Marketing and Advertising selects the winning bid and the advertising campaign is created and scheduled.
A dynamic space is a specialized advertising space that has been tagged with subscriber information categories of interest. Typically, the ad space owner includes demographic categories in the Marketing and Advertising subscriber schema made available in the connection configuration. Marketing and Advertising matches dynamic spaces with dynamic ad campaigns to better target subscribers with relevant ad content.
Marketing spaces are offered at a predetermined price and are not subject to an auction.
An ad service provider creates a marketing space that defines the basic parameters for marketing campaigns that will run within it.
Advertisers select a marketing space appropriate to their needs, agree on the price, and request that a marketing campaign be created for them within the marketing space based on a specified source for target subscriber addresses.
Similar to a campaign, the life cycle of a campaign space consists of multiple states. Some behaviors are only available when the campaign space is in a specific state. Moving a campaign space from one state to the next may require action on the part of one or more Marketing and Advertising organizations.
Table 1-2 describes the campaign space states.
Table 1-2 Campaign Space States
| State | Description |
|---|---|
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CREATED |
An ad space owner has created a space. |
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REJECTED |
The ad service provider has rejected a CREATED ad space. |
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ACTIVE |
The ad space has been approved by the ad service provider. |
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ACTIVE - SCHEDULED |
The ad service provider has approved a CREATED campaign space. |
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ACTIVE - RUNNING |
The campaign space is sending out messages. |
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ACTIVE - COMPLETED |
The campaign space has run to completion. |
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STOPPED |
An ad space is unavailable for use. |
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DELETED |
An ad space in the CREATED or REJECTED state has been DELETED. A space can be deleted only if no SCHEDULED or RUNNING campaigns are using it. |
A connection configuration specifies the capacity and messaging channel that a network provider makes available to campaigns.
The network provider, who creates and manages the connection configurations, grants access to the connection configuration to the ad space owners or ad service providers. This allows the ad space owners and ad service providers to offer space for a campaign on a specified connection.
The connection configurations created for advertising campaigns, marketing campaigns, and Open Mobile Alliance (OMA) server campaigns are specific to their intended campaign usage.
Subscribers are the individuals targeted by a campaign.
In the context of an advertising campaign, a subscriber subscribes to the network's messaging services, in whose messages Marketing and Advertising intercepts and inserts advertisements.
In a marketing campaign, a subscriber is a member of a subscriber list (a comma-delimited list of addresses) uploaded to the campaign. The subscribers on this list, which may be filtered by demographic data, are the targets of the advertisements sent out in bulk by the marketing campaign.
All Marketing and Advertising users can receive notification of state change events that affect the entities involved in their own tasks. Users can configure which notifications they wish to receive. Notifications appear on the user's dashboard when users are logged in to the application and can optionally also be delivered as automated email.
Marketing and Advertising produces real-time and historical statistical data about the connection configurations, campaign spaces, and campaigns. Statistics can be viewed in the Web client dashboard. The type of statistics made available depends on which organization a user belongs to. Statistical information can also be made available to external systems, such as Oracle Business Activity Monitoring (BAM), for presentation.
The following statistics are available:
Connection Configuration Statistics
Number of campaign spaces based on each configuration
Current number of ads served using those configurations
Current number of ad impressions (delivery notifications) reported using those configurations
Current number of ads failed
Active Campaign Space Statistics
Active campaign spaces
Current number of ads served using those spaces
Current number of ad impressions (delivery notifications) reported using those spaces
Number of ads failed delivery
Number of click-through responses
Active Campaign Statistics
Campaign nameCampaign typeNumber of subscribers targetedCurrent number of ads servedCurrent number of ad impressions (delivery notifications) reportedCompletion rate, as a percentageInitiating AdvertiserCost
The Campaign Statistics page presents graphical information on the status of a single campaign. It includes configurable demographic information about the targeted subscribers, as illustrated in Figure 1-1.
The Campaign Statistics page also presents a graphical representation of ads served, ad impressions, ads failed and click through responses over time, as shown in Figure 1-2.
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