Some numbers
• 130 million Internet users • 900 million Mobile subscribers
• 150 million GPRS users
• 45 million Facebook users (2nd in the world)
• 2,500 crore Digital Media Industry
• 76% of Indian Internet users spend more Lme online than watching TV
What consLtutes Digital?
Digital
Display
Search
Mobile
Social
Display
AIDA
Search
DA
Mobile
AA
Social
WoM, I
Role of each Digital Vehicle?
A: Awareness I: Interest D: Desire A: AcLon
Page Impression/view
One full download of a web page by a user. An ad impression is a single instance of an online ad being displayed on a page.
5 ad impressions
Jargon Buster
Cookies
• A Lny parcel of text dropped on your computer’s hard drive by a web site’s server – dropped by the site or the adverLser’s ad serving system.
• Cookies allow a server to store informaLon on a user's computer and later retrieve it.
• A server can only receive the data it has stored on your computer. It cannot look at any other cookie, nor anything else on your computer.
Jargon Buster
• Unique Browser
– Unique browsers are counted by cookies dropped when visitors visit a parLcular site – counLng period set by the site e.g. one month
• CTR
– Click Through Rate = Clicks/Impressions*100
Jargon Buster
Buying Currencies
Delivery Based
• CPM Cost Per Millet (Thousand) impressions
• Sponsor All ad impressions on a web page (e.g. roadblock)
Performance Based • CPC Cost Per Click
• CPL Cost Per Lead
• CPA Cost Per AcLon/AcquisiLon
• CPV Cost Per View
Jargon Buster
Two types of Placements
• Home page – Inventory available only on Home Page of a website
• ROS (Run of Site) – All inventory apart from the homepage inventory across inside pages
Basic types
• Banners – StaLc – Animated – Rich Media with/without video
• Text Links • Video Ad units • Emailers or eDMs
• Sponsorship
What does 468 x 60 mean?
468 x 60 refers to pixels A pixel is the smallest unit of colour used to make up images on a screen
First ever banner ad: October 27, 1994
468 pixels wide
60 pixels deep
Get Brief / Research Develop Strategy, approved by Client Brief Media Reps
Go over responses, negoLate, create
Media Plan
Present Media Plan to client Get Sign off
CreaLve Specs to CreaLve Agency
Produce & Upload CreaLve
Tag & Traffic Campaign
Go Live! Report & OpLmise
1 2 3 4
5 6 7 8
The Display Planning Process
comScore & Vizisense + Loads of past experience*
*In case of agencies
What are the planning tools used to research the target audience?
Who do you buy display adverLsing from?
• Publisher Reps – Direct – Horizontals: Yahoo, MSN,
Rediff – VerLcals: Cricinfo,
Moneycontrol
• Independent Reps – Direct – AIDEM, Publicitas
• Ad Networks – Tribal Fusion, Google, Ozone
Emerging… • DSP (Demand Side
Plaoorms)
NegoLated
Automated
Premium Inventory Secondary Premium Remnant Inventory
DIRECT
NETWORKS
DSP
Agencies/Adver?sers
The Publisher’s Media Inventory
• Publishers Rep
• Independent Reps
How do you select a site?
• Unique visitors, Registered Users • Pageviews • Time spent • Cost • Technology support
– Third party ad serving – CreaLve flexibility
• Past experience • Lead Lme • Personal RelaLonships J
What’s an Ad Network?
“A collecLon of small to medium-‐sized sites coupled with remnant inventory from larger publishers. Networks have a unifying back-‐end
technology that allows for ad serving, targeLng & opLmisaLon across their enLre
network."
Ad Network OpLons
If I buy through an Ad Network, do I know where my ads will appear?
• It depends on the network
• Some networks operate blind, meaning an adverLser doesn't know where its ads will appear
• Some networks allow you to cherry-‐pick specific sites or category of sites you want to avoid
• All networks allow you to specify category of sites
Example Media Plan
Site
CREATIVE
3rd Party Ad Server
Ad serving – how it works
TRAFFIC
SHEET
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
• Online ReporLng & Mgnt.
• OpLmisaLon
Ad Serving
Server
Ad Serving Interface
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
TargeLng opLons
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
Demographics: Sites with users of the desired gender, age, HHI, educaLon etc. are idenLfied with media planning tools e.g. comScore or Vizisense
TargeLng opLons
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
CONTEXTUAL: Aligning ads with contextually relevant areas of a web site
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
GEOGRAPHIC: Reach audience in targeted geo areas
TargeLng opLons
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
PROFILING: Target user-‐reported profile data via logged-‐in environments e.g. Yahoo Messenger, Hotmail, Rediffmail
TargeLng opLons
General Profile
• Age
• Gender
• Lifestyle info
• Marital status
• Income
• EducaLon
• Religion
• Weight / Height
Enthusiast Data
• Auto
• Consumer Electronics
• Fashion
• Games
• Health, Wellness, Fitness
• Movies
• Music
• Personal Finance
• Sports
• Travel
Geography
• Country
• State
• Regional
• Metro
• Suburb
Profile targeLng – user-‐reported data via logged-‐in environments
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
• DEMOGRAPHIC • CONTEXTUAL • GEOGRAPHIC • PROFILING
• DAY PARTING
TargeLng opLons
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
• BEHAVIOURAL: target a profile based on past online acLvity
• On-‐site • On-‐network
• DEMOGRAPHIC • CONTEXTUAL • GEOGRAPHIC • PROFILING
TargeLng opLons
BUT behavior does not always imply intent
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
BEHAVIOURAL (high funnel): target a profile based on past online acLvity
• On-‐site • On-‐network
DEMOGRAPHIC CONTEXTUAL GEOGRAPHIC PROFILING
BEHAVIOURAL (low funnel): target a profile based on past online acLvity
• Site Re-‐targeLng
TargeLng opLons
Awareness/Engagement
ConsideraLon
Purchase/ Purchase Intent
BEHAVIOURAL (high funnel): target a profile based on past online acLvity
• On-‐site • On-‐network
DEMOGRAPHIC CONTEXTUAL GEOGRAPHIC PROFILING
BEHAVIOURAL (low funnel): target a profile based on past online acLvity
• Site Re-‐targeLng • Intent Re-‐targeLng
TargeLng opLons
Intent Re-‐targeLng
‘intent’ is subject to definiLon
• Defined by the Site using on-‐site intent re-‐targeLng • Defined by the Ad Network offering on-‐network intent re-‐targeLng
Benefits of Behavioural TargeLng?
• Increase the reach of desired audience segments outside of contextual placements
• Reach your audience in a cluyer free environment, potenLal for high impact
• Offers cost effecLve efficiency to overall media campaign
• Improves conversion, especially ‘Low funnel’ behavioural targeLng
OpLmizaLon
• Media – Website – SecLon – Placement – CreaLve – Ad unit – DuraLon – Timing of delivery
• Website – Technology
• Flash vs HTML
– Content – User journey – Cross linking – Call to AcLon
Where do people look?
23%
8.7%
77%
PAGE 1 PAGE 2 PAGE 3 OTHERS
Source: iProspect 2007
Paid Search AdverLsing
Pay on a cost per click basis, therefore do not pay for impressions.
Can’t buy your way to the top – affected by CPC bid x quality score.
Max CPC Quality Score
Paid Ads
How does Google rank paid ads?
• CTR: – The historical click-‐through rate (CTR) of the ad – Your CTR account history, which is measured by the
CTR of all the ads and keywords in your account
• Ad Text Relevance: – The relevance of the keyword and ad to the search
query – The relevance of the keyword to the ads in the
AdGroup
• Landing Page Relevance & Experience: – Quality of your landing page – Landing page load Lme
• Other relevance factors
The Quality Score (score out of 10) is determined by:
Quality Score
The Higher your Quality Score the Lower The Price You will Pay per Click
How does Google rank paid ads?
Actual CPC
• The minimum amount needed to maintain a rank number higher than the ad immediately below it. (1c more than your next nearest compeLtor)
• Your actual CPC is usually less than the Maximum CPC you bid
• It is possible for an adverLser to appear above a compeLtor and pay less than they do.
When you adverLse on Google your ads show here:
• On Google
• On Google’s Search Partners
• On the Google AdSence Content Network (e.g. Gmail, Fairfax and niche sites)
1
2
3
The ‘Long Tail’ of Search
Search Term Quality
Google Traffic EsLmator
Google Keyword Tool
Google Keyword Tool
Match Type How it’s entered: The ad will show when:
The ad will show when the user types the following for example:
BROAD Caribbean Cruise All words containing this word or combinaLon of words in any order is used as the query
Caribbean Holiday Cruises
Cruise holiday in the Caribbean
PHRASE “Caribbean Cruise” Keywords are typed in the exact order specified. But have other words before or a|er
Cheap Caribbean Cruise
Caribbean Cruise Deals
Luxury Caribbean Cruise
EXACT Caribbean Cruise Keywords must be only and exactly what the user types in
Caribbean Cruise
NEGATIVE -‐Tom Ads will not appear when this search term is entered in the query
Ads will NOT show if someone types: Tom Cruise
Keyword Matching OpLons
hyp://services.google.com/awp/en_us/breeze/7338/index.html
Google Editorial Policy Tutorial:
Google monitors:
-‐ Editorial & Format (style and technical requirements for your ad text and keywords) -‐ Content (what you can and can't adverDse or promote) -‐ Link (guidelines for your URLs and the website you're adverDsing)
Editorial Policy
Link Policy
ConLnuous Test/Learn
Test Mul?ple Ads Simultaneously
• Always test 2 (or more) ads simultaneously – an A/B split test.
• Find out which one produces the higher CTR and ulLmate conversion goal. Then replace the weaker performing ad with a new one.
• ConLnue this process in your never-‐ending quest to get the CTR and conversion goal opLmised.
How to budget for PPC search adverLsing?
• Pay-‐per-‐click (PPC) search adverLsing is difficult to forecast without being acLvely engaged in a campaign
• You must test to see how many clicks to expect per day at what CPC by keyword, to determine ROI
• Determine maximum allowable CPC
Key Bank business goals
• Key Bank minimum acceptable ROI is 4:1 – For every media $1 spent they want to make $4
• A Key Bank credit card customer is worth $500
• So the maximum we’re willing to pay to acquire a Key Bank credit card customer is $125, in other words the allowable CPA is $125 ($500:$125 or $4:$1)
How much media spend is allowed to acquire 1,000 new Key Bank credit card customers?
Easy – 1,000 x $125 = $125,000
Number of Impressions?
Average Click Through Rate
Average Conversion
Rate
Average Approval Rate
1,000
Customer
How many page impressions do we need to acquire 1,000 new Key Bank credit card customers?
Need some historical learning or run a test to determine:
.3% 7% 80%
Number of Impressions?
Average Click Through Rate
Average Conversion
Rate
Average Approval Rate
1,000
Customer
How many page impressions do we need to acquire 1,000 new Key Bank credit card customers?
– Work out the numbers from the desired outcome
.3% 7% 80%
1,250 17,857 5,952,380
What CPC rate can we afford to spend to acquire 1,000 new credit card customers?
$125,000/17,857 (clicks) = $7 CPC
Therefore the maximum CPC bid is $7
What do most brands/agencies measure?
• Impressions • Clicks • Leads • And now …. Fans
& this is irrespecLve of what objecLves are! X
What should you measure?
• Clicks • Mouseovers • Video Plays • Game Plays
• Contest • Increase in Time
Spent • Repeat Visitors
• Sales • Downloads • Contest • Leads
• Unique Impressions
• Unique users reached
• Visitors on Website
• Reach of the plan • Increase in Search Queries
• Frequency
• Shares on Social Media
• Referrals • Increase in Social Buzz
• Engagement Rate
WoM Awareness
ConsideraLon Purchase
Tools for AnalyLcs
• Media Performance • Website Performance
Deciding & AllocaLng the Budget
• There is nothing called “Ideal Budget” • Decide objecLve: Awareness, ConsideraLon, Purchase
• Use tools (comScore) to arrive at site list your TG surfs
• Decide SOV (Share of Voice) through SOI (Share of Impressions)
• Decide between Impact and Sustenance or a combinaLon of both