CTR Templates

Overview

Verve's (Brand+) marketplace newly launched CTR templates put you in control of how your ads behave on Verve Supply, so the ad experience matches what your campaigns are built to achieve.

Each Verve template is a ready-made set of ad rendering settings that defines what is clickable, when the ad can be closed or skipped, whether the app store opens automatically, and how audio and end cards would behave.

You can choose from four Verve templates: Low CTR, Default, High CTR brand-safe, and High CTR, each designed for a different balance between user experience and click performance.

For now, Verve would set them up for you, with one template assigned to each DSP connection. Shortly after, Verve will also enable you to choose the right template for each ad yourself, in real time via the bid stream, with no upfront setup required from the Verve team.

What CTR templates can do for you

CTR Templates enable you with a predictable, consistent Ad rendering experience across Verve's In-app SDK inventory, set to the interaction click behaviour your advertisers expect.

• Click quality for brand and compliance-sensitive buyers: Low CTR limits clickables areas to the call-to-action and turns off automatic app store opening, supporting brand campaigns and advertisers with strict click-quality requirements.
• More engagement for performance buyers:. High CTR makes the whole ad interactive and enables additional apps store and end-card features for app-install and performance campaigns.
• Get started with no integration changes: Verve applies the template for you. You don’t need to change your bid requests, bid responses or creatives, and publishers don’t need to release a new app version for a template to take effect.
• A consistent setup you can rely on: Ad served through DSP connection and rendered by Verve’s SDK use the assigned template, providing a common rendering setup across that connection.
• Controlled & transparent changes. Each template is versioned. When Verve updates a template, the change is reviewed and dated, and your account manager can tell you which version is live on your connection.

Available templates

Each Verve CTR template defines a different approach to ad interaction. Choose the experience that best fits your campaign objectives with your Verve account manager.

Low CTR (low-ctr )

Designed for brand campaigns and advertisers that prioritize clean, and intentional clicks.

• Only the call-to-action is clickable.
• No call-to-action is shown over video.
• One end card, which can be closed immediately.
• Video can be skipped after 8 seconds.
• Auto-click after a touch is delayed to the 35-second maximum.
• The app store doesn’t open automatically, and SKOverlay is off on iOS
• Audio starts muted.

Default (default )

Verve’s standard ad experience. It applies to any DSP connection that has no template assigned.

• The whole ad is clickable.
• The publisher decides whether a call-to-action shows over video.
• One end card, which can be closed after 5 seconds.
• Video can be skipped after 8 seconds.
• Auto-click uses the platform default.
• The app store can open automatically, with SKOverlay on iOS.
• Audio is on.

High CTR, brand-safe (high-ctr-brand-safe)

Designed for advertisers who want more interaction without anything covering the creative.

• The whole ad is clickable.
• No call-to-action is shown over video.
• One end card, which can be closed after 5 seconds.
• Video can be skipped after 8 seconds.
• Auto-click after a touch is delayed to the 35-second maximum.
• The app store doesn’t open automatically, and SKOverlay is off on iOS.
• Audio is on.

High CTR

Designed for performance buyers, such as app-install campaigns, who want the most opportunities for interaction.

• The whole ad is clickable.
• A call-to-action shows over video on Android.
• Up to two end cards, each of which can be closed after 5 seconds.
• Video can be skipped after 10 seconds.
• Auto-click uses the platform default.
• The app store opens automatically with no delay, with SKOverlay on iOS.
  Audio is on

How Verve sets up templates

Verve CTR templates are available as a managed service, with one template applied per DSP connection. To set up or change a template, please contact your Verve account manager.

• You agree on the right template with your Verve account manager.

• Verve assigns that template to your DSP connection.

• When you win an impression on that connection, Verve's SDK renders the ad with the assigned template.

To speed things up, let your account manager know:

• Which DSP connection the template should apply to

• Which template you want, or the click behaviour your advertisers need

• Whether different campaigns need different templates, set up on separate connection

Every change is reviewed before it goes live, and your account manager will confirm once the template is live and which version is applied.