CTV Lookalike Targeting Campaigns

What are Lookalike Targeting Campaigns

ABM Lookalike Targeting for CTV helps you drive crucial brand awareness and influence within your key target accounts.

Unlike standard lookalike campaigns, the ABM Lookalike model focuses specifically on your target account list. AdRoll’s IntentMap machine learning analyzes the behaviors and attributes of your Ideal Customer Profile (ICP) or existing contacts. It then identifies net-new digital profiles on CTV devices who "look and act" like your best customers, but are still within those same high-value companies.

The Goal of ABM CTV Lookalikes

The primary goal is to introduce your brand to the entire buying committee within your target accounts, especially those who have not yet visited your website or engaged with your brand.

By reaching these new stakeholders on a high-impact channel, you fill your ABM funnel with quality, relevant contacts and build broad awareness across the organizations that matter most.

Creative Best Practices

Since these users are being introduced to your brand for the first time, your creative strategy is key.

• Focus on high-level branding: Your video ads should be meant to introduce your brand's value proposition and build top-of-mind awareness.
• Encourage learning, not conversion: The call-to-action should encourage viewers to learn more, whereas ABM Retargeting campaigns are better suited to encourage conversions from contacts who are already familiar with you.

We recommend launching ABM CTV Lookalike campaigns in conjunction with other ABM CTV campaigns (both Lookalike and Retargeting) to create a multi-channel "surround sound" effect on your target accounts.

Who can access

Access to CTV Lookalike Campaigns depends on your subscription package:

Step 1. Essentials before you start

• Install the Pixel to track visitors.
• Create at least one set of web ads.
• Create at least one set of CTV video ads. Your ads must meet AdRoll’s CTV Ads Format Guidelines.
• Your target audience must be located in the United States, Canada, or Australia.
• The minimum daily budget for each CTV campaign is USD $165. We strongly recommend running CTV campaigns for at least one month for optimal results.

Step 2: Create a CTV Lookalike Targeting Campaign

• Click here or go to Advertising > Campaigns & Playbooks.
• Click Create and select Ad Campaigns in the dropdown.

• Select Lookalike Targeting as your Campaign Goal and Click Next.

Step 3. Configure your CTV Campaign Settings

In this step, you will configure the settings that will be applied to your campaign, including when it will run, how you would like us to prioritize your bid strategy, advanced bidding options, and placement exclusions.

Campaign Name

Click Edit Name at the top of your campaign and choose a name that will be easy to identify across reports and AdRoll ABM platform features. We recommend following a consistent naming convention for all your campaigns.

Campaign Channel

Scroll down to the section called Channel to select the channel where you wish to run your ads:

• Web: Your ads will be served on the Web (Desktop and Mobile) and Apps.
• Connected TV: Your CTV video ads will be delivered through streaming apps, either built into smart TVs or through devices like Roku, Apple TV, and gaming consoles connected to a TV.

If you want to run the same campaign on both Web and CTV, you will need to launch two separate campaigns, one for each channel.

Please note that this article will guide you through launching a Web Channel campaign.

Campaign Schedule

Scroll down to the section called Choose your Schedule. The schedule you select will be applied to all AdGroups within your campaign, unless you set up Custom Schedules for specific AdGroups.

• Specify your Start Date:
  • Here you can specify if you want to launch your campaign immediately or on a specific date.
  • Please note that all campaigns will go through a 48-hour review period before they are approved and go live.
• Specify your End Date:
  • For evergreen campaigns, select No end date.
  • For time-bound campaigns, set up a specific end date.

Please note that all dates and times you set are expressed in UTC (Coordinated Universal Time), this default time zone cannot be changed.

Default Start and End Dates	Specific Start and End Dates

CTV Bidding Settings

Under Bidding Settings > Bid Strategy you can only choose Impressions:

• Due to the nature of CTV campaigns and how users interact with it, performance cannot be measured through Clicks, CTR, or CPC. Click Data is not collected for CTV.
• Leave Target CPM blank to let BidIQ automatically maximize impressions within your budget.
• If you set a Target CPM, we suggest a target of $15 to $32 for CTV. We'll optimize for your target, but actual CPM may vary.
• We suggest skipping Advanced Options and launching your campaign with AdRoll's default settings. Learn how to customize Day Partying and Frequency Capping

Step 4. Configure your AdGroup Settings

An AdGroup is a fundamental organizational unit within a campaign. Creating multiple AdGroups within one campaign lets you select specific ads for a specific audience, environments, locations, and custom schedules.

• At a minimum, a campaign will have one AdGroup; you can add more as needed.
• You can measure performance for each individual AdGroup.
• Your Campaign budget is automatically allocated across all the AdGroups in your campaign; you can't set specific budget allocations by AdGroup.

AdGroup Name

Choose a naming convention that is easy to recognise in reports and dashboards.

AdGroup Schedule

If you want this AdGroup to run on a different schedule than your main campaign schedule, toggle on Use Custom AdGroup Schedule and select your start and end dates.

AdGroup Audience Included

With lookalike AdRoll ABM automatically chooses the best audience for you. You cannot select specific audience inclusions or exclusions.

AdGroup Audience Location

With lookalike AdRoll ABM campaigns you must select at least one location to target. Adjusting geo targeting limits the locations of users seeing your ads. If you want to select specific audience locations, read this article to learn more.

Please note that this is an AdGroup setting, and you can have multiple AdGroups within one campaign targeting different user locations with different ads.

Select your Ads

Ensure your ad creative follow the technical requirements and creative best practices outlined here.

Create more AdGroups if needed

Add additional AdGroups to your campaign as needed by clicking New AdGroup and repeating the prior steps to define: AdGroup Name, Custom Schedule, Location, and Ad sets.

Step 5. Choose your budget and Payment method

Enter your daily budget, billing information and click Done.

• A $165/day minimum budget is enforced for each individual CTV campaign.
• Your budget will be automatically allocated among your AdGroups by BidIQ.

Once you're done setting your campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft.

Step 6. Finish later or launch

Once you have completed all the steps in this guide, you can:

• Click Finish Later to save a draft. This allows you to save your work in progress and return later to finalize and submit for launch.
• Click Submit if you are ready to confirm the campaign should launch on the Start Date. Launch date is subject to our ~48 hour ad policy review period.

Measure the impact of your CTV campaigns

Read our CTV Overview Guide to learn what CTV reports are available to you and what metrics you should use to measure the success of CTV Campaigns.