Set up a Sponsored Boards campaign

This article explains how to create and manage a board in Content Studio. Content Studio is the central hub for branded marketing content on Zalando, helping you create engaging stories for your customers. Once you’ve created your Board in Content Studio, you can boost its visibility by setting up a Sponsored Boards campaign. 

Sponsored Boards serve as an editorial destination for your campaigns, offering customers a dynamic way to explore your brand content.

Before setting up your campaign in Ad Manager, review the technical specifications and campaign rules.

Review how billing and budgets work for Sponsored Boards before setting up your campaign:

• CPMv pricing model:Pricing operates on a cost per mille viewable impressions (CPMv)model, meaning you pay per 1,000 viewable impressions. There are no setup fees. 

• Global campaign budget: You set one global budget shared across all selected markets. Country-level budget allocation is currently unavailable.

• Optional Max CPMv: Set a Max CPMv to place a hard cap on your maximum cost per 1,000 viewable impressions. The Ad Manager bids freely below this ceiling, but never exceeds it. You can set this cap at the campaign level (for all markets) or at the country level (which overrides the campaign value).

1. Open Ad Manager and select Sponsored Boards under New campaign.

   

2. Enter your campaign name.

3. Import your Board by clicking on Select a Board and selecting a published Board from your account. You can only boost one Board per campaign, and only published Boards created under the same account will appear here.

4. Select the campaign duration.

5. Set the campaign budget and select any incentives if applicable.

6. Optional: Set your Max CPMv. You can edit this per country in the next step, or leave it blank. 

7. Select the target countries where you’d like to run the campaign. The campaign can only run in countries where the Board is already live.

8. Choose your target gender home premises where you’d like the campaign to appear.

9. Optional: Choose your target audience segments. 

10. Click Publish, or save as a draft to complete later.

You can serve a broad reach or target specific audience segments defined by the ZMS catalogue.

• Select multiple audience segments within a single campaign.

• The setup flow shows the estimated reach for each segment, and a total addressable reach summary is shown once you make your selection.

• When you select audience segments, the campaign strictly targets those audiences. Customers outside your chosen targeting are excluded from ad delivery.

Review your campaign performance in Ad Manager under the Sponsored Boards campaign type. To make changes to a live campaign, open your campaign report and click Edit campaign.

• Campaign name, total budget, duration and Max CPMv.

• Target audience segments (add or remove existing segments from the catalogue).

You can’t edit the target gender, initial country selection, copy, creative assets, articles or the Board attached to your campaign. 

To modify these elements, edit your Board directly in Content Studio. If you want to add an additional country, you must publish the Board in that country via Content Studio first.

1. Pause a campaign: You can pause and resume the entire campaign, or pause individual countries using the live edit view.

2. Extend campaign duration: You can extend your campaign duration at any time before the end date.

If you encounter issues while setting up your campaign, please contact your Partner Consultant or submit a request via the support form using the topic zDirect and request type Marketing.