Advertising marking and reporting for a digital agency in 1ORD (ORD Beeline)
Let's look at step-by-step instructions on how to label an advertisement for an advertising agency in ORD Beeline (ORD VimpelCom / First ORD) with obtaining tokens (erid), drawing up acts and statistics, allocating allocations according to the original agreement and creatives (sites)
Theoretical part
System material for each participant in the advertising chain when executing Article 18.1 of the advertising law 38-FZ (law on advertising labeling)
Practical part
An advertising agency, as an intermediary through which funds pass for the placement of advertising materials, can be built into various advertising chains, each of which has its own specifics.
Let's consider the classic advertising chain RD – RA – RR, where
RD – advertiser (person who determined the object/content of advertising)
RA – advertising agency or freelancer (we)
RR – advertising distributor (owner of the Internet site)
Instructions based on the example of this chain will be of a systematic nature and can be integrated into any other schemes for placing advertising materials on the Internet.
First scenario: bunch Advertiser – Agency (We)
So, the Advertiser turned to the Advertising Agency (we) so that the agency would organize the placement of advertising and information materials (RIM) on Internet sites owned by the Advertising Distributors. Moreover, the customer is the original Advertiser (AD) and is not an Intermediary, therefore, for this chain, the agreement between RD-RA and the concept of the original agreement are one and the same.
Let us recall that the initial agreement is an agreement between the Advertiser (AD) and its first counterparty in the advertising chain. The first counterparty in our case is the RA (advertising agency).
The parties RD – RA entered into an agreement, formalized in the contract, that the obligation to report in its ORD for the connection (agreement) between RD – RA will be assumed by RA (the status of an income agreement), including that RA will receive tokens in its ORD. What is important is that whoever receives the tokens reports on them with allocations (details) for creatives and platforms.
Let’s assume that between RD and RA there is an agreement No. 120 dated December 10, 2023 for the placement of advertising materials in February 2024 in the amount of 1000 rubles, where the budget for placing RIM is 800 rubles, and for the production of creative is 200 rubles.
The advertiser will pay for RIM placement services on March 05, 2024. RA will issue for RD accounting act 120-Act-1 dated March 05, 2024 for the total amount of work under the contract in the amount of 1000 rubles
Below are step-by-step instructions on what the RA should do in its ORD to report under the First Scenario for the RD – RA link
First stage:
The agency (we) will register with ORD on the website 1ord.ru, providing all the necessary documents to obtain an account with 1ORD
Second phase:
1ORD does not have the block we are used to Counterparties. Each counterparty must be indicated in the block Treaties at the stage of entering each individual contract
The agency (we) will indicate the contract with attributes (number, date, contract amount is optional) exactly as in the accounting (paper) contract No. 120 dated December 10, 2023 in the block Treaties
Let's go lower
In the end it's like this
In fact, now in the operational advertising system there is an agreement for the distribution of advertising between Eldorado (Advertiser) and IP Khatin D.S. (Agency), in which (as stated above) the Agency (we) is obliged to upload creatives and receive tokens with subsequent registration of release according to the original agreement and creatives.
Third stage:
It is required to indicate RIM placement sites (advertising and information material)
Let this be the dhprime website and the dhprime_ppc telegram channel.
Information on these sites will be known to the Agency (we) if the Agency (we) independently selected the owners of Internet sites for advertising, or the Agency (we) received this information from its contractor on the right along the chain, when, for example, there was an advertising chain of RD -RA (we) -Contractor (agency) -RR (bloggers)
When the Agency (we) adds a site, of course, it cannot be indicated that the site belongs to us (do not check the box), but this is the site(s) of the Advertising Distributor(s), which were selected and approved for placement by RIM.
Fourth stage:
Next, the Agency (we), according to Agreement 120 dated December 10, 2023, will upload the creative and receive a token.
For example, the creative will be a banner in the quality of RIM (advertising and information material), which will be placed, according to the media plan, on the sites of the Advertising Distributor(s) – the dhprime website and the dhprime_ppc telegram channel.
A. This can be done using a block Treaties
Add an agreement active, because when drawing up the agreement we indicated (checked the box) that this agreement is the initial one (see. Second phase). And according to the fundamental rule (see Theoretical part – point 6), the creative is always attached to the original contract
After clicking on Add creative the system will transfer us to the block Creatives
B. Let's use the classic method and go straight to the block Creatives. We will select the required initial agreement for execution (in our case, this is agreement 120 dated 12/10/23)
Further
Further
As a result, the system will give us a token (erid)
Attaching creatives to a block Creatives is always made to the Initial Agreement (agreement between the Advertiser and its first counterparty).
In our case, with a short advertising chain according to our First Scenario, the Initial Agreement and the RD-RA Agreement are one and the same, therefore in the block Creatives our agreement No. 120 dated December 10, 2023 is indicated.
In field Creative payment model when placing RIM with bloggers in public pages or with owners of Internet sites, as a rule, it is Other that is indicated as a universal option.
The Agency (we) will send tokens to its Contractor to the right along the chain to ensure that marking attributes are applied to advertising and information materials.
Then RIM will be placed in February 2024, according to the agreement, on the approved Internet platforms of the advertising distributor (in our case, this is the website dhprime.ru and the telegram channel dhprime_ppc).
You can see how to correctly apply advertising marking attributes to various RIM formats in my publication.
Fifth stage:
After the placement is completed, the Agency (we) needs to prepare and transfer accounting acts to the Advertiser, and also enter the attributes of the accounting act in the ORD in the block Acts with unallocation according to the original contract and indicate Statistics on creative impressions (RIM) with unallocations by creatives and sites.
There is no Statistics block in the First ORD, but in the block Creatives implemented the ability to draw up everything necessary according to statistics with allocations by creatives and platforms
In the block Creatives click on Three dots in our creative line
Click on Submit statistics
Scroll down and click on Add creative statistics
Let's add statistics for the first placement site: dhprime website
Next, fill in the data for the telegram channel dhprime_ppc
As a result, the allocation (detailing) by creatives and platforms was completed
We will have one (single) creative on two platforms. If we had two creatives (two tokens), but one platform, then there would also be two lines in the statistics – each for its own creative, but with the same placement platform. If there were two creatives and two placement platforms, then there would be 4 lines in the statistics.
The number of impressions indicated above can be taken from the analytics systems of the placement platform (for example, from the Telegram channel feed or the Telegram platform analytics system) and using Yandex Metrics from your website, indicating the number of visits to the page in February 2023 where the advertising material was posted.
The exact period of placement was indicated; if we had placement from 02/10/24 to 02/29/24, then we must indicate exactly that.
Since we have a total amount allocated for placement of 800 rubles, and there are two sites, we indicate the amount for each site at 400 rubles, or you can distribute this amount in proportion to the number of impressions on each site.
The cost of a unit of service provision for the Other type is indicated as 400 rubles, since we pay the blogger for the service – placement, so it will be a unit of service provision. In total, the service cost 800 rubles, and since we have two sites, we divide it by 2.
Sixth stage:
In the block Acts First you need to enter the attributes of your income accounting act (number, date and amount).
As stated in the introductory part, RA performed not only RIM placement services, but also produced creatives under the contract. Therefore, first (in the accounting block) the entire amount under the contract for all work must be indicated, namely 1,000 rubles
Let's go down and fill out the allocation block according to the original agreement
It is worth noting that if statistics have already been attached to the block Creativesthen in the block Acts there is no need to re-attach statistics – you need to use the checkbox No statistics
Thus, the allocation amount was allocated under the original agreement 120 dated 12/10/23 in the block Actsand also an allocation was made (details of the amount and impressions) by creatives and sites, indicating impressions for each placement site in the block Creatives
As a result, the Agency (we) prepared everything necessary to comply with the law on advertising labeling for the RD-RA combination under the First Scenario. The advertiser will not need to formalize anything in his ORD, since the report on the transaction (agreement) was fully completed and prepared by the RA.
It is worth noting that if the Agency (we) did not receive tokens, then the Agency (we) would not fill the block CreativesI would not create Statistics with allocations for creatives and sites in the block Creatives, but only the block was filled out in the reporting question Act indicating the allocation under the original agreement.
Please also note that according to the agreement, placement took place only in February 2024 (02/01/24 – 02/29/24) and since March RIM has been removed from the placement sites. If this had not happened (this should be indicated in the contract by the counterparties), then the one who received the tokens (in our case this is the Agency (we)) will be obliged to report statistics for placement from March onwards every month with zero amounts, but indicating number of impressions in a block Creatives for the corresponding creative, but without acts in the block Acts. There was so-called eternal reporting.
Second scenario: Advertiser – Intermediary-Agency (We) – RR
We have considered the classic advertising chain RD – Agency (we) – Advertising Distributor, but it is also possible that our customer will not be the original Advertiser, but an Intermediary (another advertising agency or freelancer). The advertising chain will then look like RD – Intermediary – Agency (we) – Advertising distributor.
In this case, the logic of work for our RA agency will be similar to that described in the First Scenario, but the initial agreement will now be the RD – Intermediary agreement. Therefore, the Agency (we) in the Contracts block will have to additionally enter the attributes of the original contract between the RD – Intermediary
The Intermediary must necessarily (secure this in the Intermediary – Agency agreement) transfer the attributes of this initial agreement to the Agency (we) so that the Agency (we) has the opportunity to attach tokens in the block in its ODA Creatives to the original agreement (RD-Intermediary). And also carry out unallocation according to the original agreement (RD-Intermediary) in the block Acts
So, we have fully described all the actions that the Agency has to go through under all possible scenarios when filing reports in the Beeline ORD (1ORD)
