Connected TV Campaign Forecast

A new feature to forecast Connected TV campaign behaviors.

Role User Research, UX Design, User Testing
Company dataxu
Year 2019

The way people watch TV is changing rapidly. In fact, more than half of all US homes with broadband subscribe to both a pay-TV service and at least one streaming video service. As a marketing professional, reaching highly engaged streaming audiences is made possible by Connected TV (CTV) advertising. As a key player in the Connected TV space, Dataxu plans to roll out a new feature to forecast CTV campaigns.

Understand Connected TV Campaign Forecaster

What is Connected TV?

TV screens that can stream digital video, inclusive of television content. Smart TVs and gaming consoles are two examples of technology that allows CTV content to be streamed to viewers. CTV advertising is the buying of TV ads that air on internet-enabled streaming devices at full resolution.

How does legacy work?

We have a forecaster in the software. Even though CTV forecast requires different settings and would generate different results, it is still a case to study how forecast works. The right panel shows the forecaster. Left panels are used for settings including details, bugdet, creatives, etc. We would love to keep this layout and design CTV forecast in right panel. However, legacy makes users overwhelming. It is hard to differentiate between settings and forecast results.

What are requirements for CTV forecast?

When purchasing upfront TV slots, TV buyer makes investment decisions based network / daypart combinations where s/he expects to find intended audience. For CTV campaigns, a Trader or Media Planner uses same strategies. When planning a buy, the user expects forecast to be generated with respect to the typical constraints assigned. Constrains would include Geographies, Dayparts, Audiences, Frequency, etc.

Challenge

As discussed in requirements, users assign different constraints(settings) to the flights for accurate forecast. While settings are spreading in different pages and controlled by sub tabs, one big challenge is to indicate the difference between settings and avoid confusion when adding more indicators.

Ideation

Step 1:Initial Proposal

I had two proposals for the challenge. Both of them display setting indicators at the bottom of forecast panel. Option 1 displays required settings by default, and will display other considered settings if any is assigned. Option 2 displays all considered settings, but shows slight difference between required and not required ones.

Step 2:User Test

We had some user tests to get more feedbacks for proposals. Some key takeaways:

1. Start with ‘required’ stuff, and then add indicators as assignments are changed. (Option 1 is preferred.)

2. Refresh forecast to show when a new forecast is available. We should only refresh the forecast if the user adds something that will change it.

3. One option on handling ‘not considered’ is to add a new collapsible panel.

Step 3: Design Improvement

I selected option 1 based on feedbacks. After several iterations, I designed a clean layout that also better displays metrics relationship.

For required settings (including creative, inventory and geo), they are displayed by default at the bottom. If all of them are filled, forecast would be generated.

For other considered but not required settings, they will show up if any of them is assigned by users. Settings include audience, daypart and frequency under details.

Scenarios

Interaction Improvement

I made an animation to show how the bar behaves when settings are changed. To make the animation more focused, I simpfied the page to only display the forecast panel.

Next Step

1. Add some new metrics into the CTV forecast.

2. Redesign forecast for the other types of campaigns.