Branding Campaign Incentives for Agencies: How Scale-Up Incentives Work
Agencies can earn Scale-Up Incentives, our own programme at DV360 Account for selected agencies and brands, on branding campaigns we run through our DV360 Managed Service or as a Campaign-Based Engagement. What you get depends on how much you spend: we either lower our fee, which works as an indirect commission for your agency, or, for large spends, agree a commission linked to that spend. The terms are agreed in writing before each campaign starts.
What incentives do agencies get on branding campaigns?
If your agency runs branding campaigns on DV360 with us, you may qualify for Scale-Up Incentives. This is our own programme at DV360 Account. We offer it to selected agencies and brands based on our eligibility criteria, and it is not offered by Google, DV360, any other DSP, or any publisher or OTT platform.
It applies only to campaigns our team runs for you, through our DV360 Managed Service or as a Campaign-Based Engagement. Self-serve DV360 accounts are not part of it.
What your agency gets depends on how much you spend with us. Based on that spend, we either lower our fee, which works as an indirect commission for you, or, when the spend is big, we agree a commission linked to it.
Why your spend decides the incentive
Branding work tends to carry serious budgets. Awareness campaigns on OTT, connected TV, YouTube and premium news sites often run for several weeks. The more of that work you bring to us, the easier it is for us to plan inventory and our team's time, and the more room we have to share the benefit with you.
That is why there is no single answer for every agency. We look at what you plan to spend and pick the option that fits. Steady, moderate budgets usually suit a lower fee. Large spends usually suit an agreed commission.
Option 1: we lower our fee
One form the incentive can take is a lower fee from us. Our fee is part of what it costs you to run a campaign through DV360 Account. When your spend justifies it, we bring that fee down.
You don't wait for a payout to see the benefit. It is built into the quote we agree with you before the campaign starts, so your cost of running the campaign with us is lower from day one. That is what we mean by an indirect commission: you earn it through a lower fee rather than a separate payment.
This option tends to suit agencies that run branding campaigns regularly and want one simple number to plan around.
Want to see the numbers for your brand?
Get a free DV360 media plan from our team within one working day.
Option 2: an agreed commission on large spends
When the spend is big, a lower fee on its own may not reflect what you are bringing to us. In that case we can agree a commission based on your spend instead.
The commission is worked out on the media value we deliver for you and is paid once the campaign has been delivered. The basis, the rate and the timing are all agreed in writing before launch. Higher committed spend can earn a better commission.
This option usually suits agencies with large brand budgets, several clients running awareness campaigns with us through the year, or big commitments around moments like the festive season or a cricket tournament.
How we decide which option fits
We decide plan by plan. Before we agree any Scale-Up Incentive, our team reviews the media plan and looks at a few things:
- the budget on the plan, and how much you expect to run with us over time
- the type of campaign and the channels in it, such as OTT, CTV, YouTube, news or DOOH
- the inventory, for example Programmatic Guaranteed deals, private deals or open auction
- the dates and length of the flight
- any brand safety needs
Based on that, we may offer a lower fee, offer an agreed commission, offer different terms, or decide not to offer an incentive on that plan. That decision rests with us.
Once an incentive is agreed in writing, its terms stay as agreed. If either side wants to change them, we sign a revised document together. Until then, the original terms apply.
Who Scale-Up Incentives are for
The programme is built for agencies that want to offer DV360 branding campaigns to their clients without building an in-house DV360 team. It fits best if you:
- run awareness campaigns on OTT, CTV, YouTube or premium publishers
- would rather have our specialists plan, set up and optimise the campaigns
- are comfortable with prepaid campaigns, since every campaign under the programme is prepaid and goes live once we receive payment
- expect your branding spend with us to grow over time
Selected brands can qualify too, but this post sticks to how it works for agencies.
What stays the same with either option
Whichever option you get, the campaign runs the same way. Our team handles it inside our own DV360 setup, and you follow it in our DV360 Reports Section. The reports pull data from DV360 through its APIs and show the campaign's delivery and performance: spend, impressions, reach, frequency, CPM and video completion, with breakdowns by creative, audience, location and channel.
Next step
If you run branding campaigns for your clients and want to know which option your spend could qualify for, start with how Scale-Up Incentives work and read the full Scale-Up Incentive terms. Then send us a brief or ask for a free media plan, and we will tell you what we can offer.
