DIGITAL MARKETING,Ad Operations & TERMS,AD CAMPAIGN,REVENUE UNITS IN DIGITAL ADVERTISING,LIFE OF AN AD CALL,VPAID,TYPE OF CREATIVES,TARGETING,AD TYPES ad selection Algorithm,Types of Advertising,SALES FUNNEL,REMNANT INVENTORY

1. DIGITAL AD OPERATIONS:BASICS,CONCEPT OF AD OPERATIONS
Kamsani Ravi varma Reddy

2. INTRODUCTION TO DIGITAL MARKETING & TERMS
 Digital advertising:Use of internet for advertising products and services.
 Benefits of online advertising:less expensive,wider reach,result analysis,Target audience.
 Impressions:No of times ad has been viewed
 Conversions:Any action performed on the landing page
 Banner:Graphic image which runs across the web page
 Click through:count of ad clicks
 Run of site:ad rotates through all non featured ad spaces on a site

3. Parties involved in AD campaign

Publishers: websites and portals who sells ad units. Ex:CNN,Facebook

Advertisers: Buy ad units from publishers and pays them. Ex:7up,sprite

Ad Network: Buys and sells ad units in bulk. Ex:Google Adsense

Ad Agency: Plan Media to get best outcome for advertiser

Ad Exchangers: open platform for advertisers and publishers to transact.

Users: views the ad
AD CAMPAIGN

4. REVENUE UNITS IN DIGITAL ADVERTISING
1.Cost Per Mille(CPM):
Advertising cost/ (number of impressions/1000)
2.Cost per Click(CPC):
Advertising cost/Ads clicked
3.Click Through Rate(CTR):
Number of clicks /number of impressions *1000
7/25/15

5. REVENUE UNITS IN DIGITAL ADVERTISING
4.Cost per Day (CPD):
Cost is paid on the daily basis.
5.Cost per Engagements (CPE):
Cost is paid only on the basis of number of engagements the audience do.
6.Cost per Acquisition (CPA):
Cost is paid on the basis of number of acquisitions (giving data, filling up forms, etc.) the AD does
over a period of time.

Technologies involved:HTML,Iframe,JavaScript,Flash
Top adserving systems in Market:
Doubleclick for Publishers,ATLAS by Facebook,24/7 media,OpenX.

6. DAY2 LIFE OF AN AD CALL
Name Dimensions
Leader board 720*90
White sky scraper 120*600
Medium Rectangle 300*250
LIFE OF AN AD CALL
1.Page request to the Publisher web server:
whenever user enters the website address, a request is sent to the publisher’s web server.
2.Page with an HTML:
HTML file is served in return to the request of the user, by the publisher’s web server
3.Ad request to the publisher ad server:
An Ad request is sent to the publisher’s ad server.
4.Ad server sends best ad of all ads :
Ad server consists of some ads from which it sends the best performing ad to the user and records
the impression.
5.Communication to the 3rd party server:
Impression data and user clicks data is also sent to the 3rd party server if involved. Final creative is
returned.
AD SLOT SIZE

7. DAY2 LIFE OF AN AD CALL

8. CREATIVE

Ad tag:Code generated by publisher Ad server.also called as Site Tagging

Creative tag:code generated by Agency which is to be implemented in Publisher's Ad server.

Standard creative:pictures and animations with basic user interaction

Rich Media Tag:Helps in strong user response,attracts user's eye.
Iframe JavaScript
Advantages Advantages
loads the Ad and the content of the
page separately without affecting
the content of the page
can serve expanding,flash
and other media rich ads
Disadvantages Disadvantages
cannot serve the expanding,floating
ads.
It can lead to delay in page
loading

9. VPAID

Cookies:Small piece of data sent from a website and stored in a user's web browser while the
user is browsing that website. Every time the user loads the website, the browser sends the
cookie back to the server to notify the website of the user's previous activity.

Cache: Is a component that stores data so future requests for that data can be served faster;
the data stored in a cache might be the results of an earlier computation, or the duplicates of
data stored elsewhere.

Cache Buster:Unique code generated by using cache information,prevents from reviewing the
same ad.

VPAID:(Video Player Ad-Serving Interface Definition)

A universal specification developed by the IAB(International Advertising Bureau) for
interaction between ad units and video players focused on “enabling a rich interactive in-
stream ad experience”.VPAID helps in providing viewers with a rich ad experience .VPAID also
helps in getting the details of the impressions

10. TYPE OF CREATIVES

Fallback Image:whenever the flash image is unable to serve,then fall back image comes into
action.

Types of video creatives:

LINEAR CREATIVES:creatives that serves as a part of video and pause the video content while
ad is playing. Ex:Video ads on YouTube

Types:Pre-Roll,Mid-Roll,Post Roll

NON LINEAR CREATIVES:these serves as a image above video content,and does not pause the
video content.

11. TARGETING

Frequency Targeting:Limiting the number of views per user over a period of time.this helps in
minimising the wastage of impressions.For example,a user can view an ad only X(maybe 10
views per day,15 views per day) number of times as decided by the Advertiser.

Behavioral Targeting:Targeting the customers based on their interests.

Technographic Targeting:targeting audience based on the web pages they search.

Demographic Targeting:Targeting audience based on their age,sex,income,whether they have
any infants(0-6 yrs).

Time of day Targeting:Targeting audience by posting ads during specific period of time,i.e.
6PM to 12PM week days.

Geographic Targeting:Targeting audience based on their geographical
location,topography,physical situations.

Benefits of Targeting:Relevant ads are served as per consumers interests.

Advertisers can reach more strongly to their consumers.

12. AD TYPES
Sponsorship/Exclusive  sold as CPD
 sold based on weight
 No impression goal and serves until end
date(due to CPD)
 Premium targeting
Standard  sold as CPM,CPC or CPD
 it is run until the goal is met(CPM,CPC) or
end date(CPD).
 Targets audience
 Second highest prioritised
Network/Bulk  used to fill unsold inventory
 sold based on weight or CPM(impressions).
will run until goal is met or end date
 no impression goal
 lower prioritised than the above mentioned
ad types
House  Non paid
 used to avoid blank slots
 no impression goal
 run until end date
lowest priority of all ad types

13. ad selection Algorithm

Any Ad is selected or prioritized on the basis of Ad selection Algorithm

Algorithm contains following parameters:

1.Priority:consider two advertisers competing for the same ad slot.if the priority is high,that
ad gets selected and the other gets eliminated.

For example,Advertiser A and Advertiser B are competing for the same ad slot.if advertiser A is
exclusive,advertiser B is standard,then Advertiser A’s ad is selected over advertiser B.this is
because advertiser A ad type is the highest priority over any ad type.

2.Weight of the ad:Ad having the highest ad size among the competitors is selected.

3.Exclusivity:depending on the keywords on the webpage,the relevant ad will be posted.

4.CPM:cost per 1000 impressions is compared.

5.Satisfaction Index:based on the number of impressions which still to be served.if the
impressions served count is low,then that ad is posted.

14. Types of Advertising

Demographic

Geographic

Behavioral

Key word

Frequency capping

Day and Time parting

Delivery

15. Reporting
Campaign details report:
Reporting details of Advertiser,Ad,Order and Creative
2.Demographic Details report:Reporting the details of country,state,district and Designated
Market Area(DMA)
3.Targeting details report:Reporting the details of section in which the ad to be posted and
custom targeting
4.Time Frame Breakdown Details report:Reporting is done on the specific date,day of
week,week,hourly basis,month & yearly basis.
5.Reach Details report:Reporting the details of uniques visitors of the ad,Average impressions and
Revenue per unique visitors.
6.Forecast Details report:Reporting the details of predicting the availability of impressions based
on site sections, availability of impressions on a specific date,geography.

16. Optimization Types

CPM OPTIMIZATION:Impression based optimization. Over Delivery,Under Delivery

CPC OPTIMIZATION:CTR based optimization. Low CTR,High CTR

CPA OPTIMIZATION:Low CPA,High CPA
Day to Day AdOps life:

Request for Proposal(RFP)

Insertion Order(IO)

Trafficking

Quality Assurance(QA)

Screen shot

Reporting

Troubleshooting

Optimization

Invoicing

17. SALES FUNNEL

The sales funnel visually describes the sales process from initial contact to final sale. It uses
the metaphor of a leaky funnel, into which a seller can “drop” sales opportunities.
Following are the Phases in a Sales Funnel

Awareness Phase – in which prospects become aware of the existence of a solution.

Interest Phase – in which prospects demonstrate interest in a product by conducting product
research.

Decision Phase – In which a final decision is reached and negotiation begins.

Sales Phase – in which goods or services are purchased.

Repurchase Phase – in which a customer repurchases a product or service.

New Customers-in which new customers are targeted.

18. BENIFITS OF RE-TARGETING

Follow up our audience

Precision targeting

Increasing marketing reach.

Heightened recall

Greater engagement

Increased conversion

More impressions.

More clicks

More acquisitions

19. RE-TARGETING

20. REMNANT INVENTORY

Remnant inventory refers to any ad units that have not been purchased by an advertiser.
Remnant inventory is sold off at wholesale prices to a large range of ad networks. These large
networks resell this inventory to advertisers on a CPM, CPC or CPA basis. Remnant inventory
can also be sold through ad exchanges.

Remnant inventory selling prices may be very low .

For example, assume a publisher is expected to generate 5,000,000 page views during the
upcoming month (let’s further assume there is one 728×90 leaderboard ad unit on every
page). If the publisher has sold 4,000,000 of those leaderboard ad impressions to advertisers,
they will have 1,000,000 remnant ad impressions that must be monetized in other ways.