the first presentation used to train Digital Marketing students

1. DIGITAL ADVERTISING –
TERMS & TERMINOLOGY
Lets get the basics right

2. Who am I?




4 years in software testing (did no testing)
8 years in digital media – planning, buying, strategy
Display+search+mobile+social+whatever comes next
Currently head media at ibs
 love taking pictures from my smartphone
 Am famous for my vacations
 Wannabe geek
 Fiction junkie (completed a triology in 5 days in spite
of 3 working days)
 Addicted to self-improvement articles
 Eat out a lot
 Travel between cities frequently

3. What we will and wont cover
Message
Placement
The scope of this session is to understand the placement choices,
options and rationale, based on campaign objective & target group

4. Questions and comments
@radhesen
@DMTIindia
Using #APDMM04

5. What you will learn today
• Types of websites
• Website statistics
• Media metrics
• Types of ad properties

6. 161 mn
Internet universe in India – Comscore August 2013

7. THE P-O-E FRAMEWORK

8. Paid-Owned-Earned Media
Paid
media
All forms of
advertising – TV
ads, print ads,
OOH, online ads
Sponsorships
Owned
media
Corporate /
official website,
specific
microsite
Social media
pages –
facebook,
twitter, youtube,
etc.
Logo, Tagline,
Communication
assets – TVC’s,
photos, print
ads, etc
Earned
media
PR coverage
Social media –
likes, shares,
comments

9. Can we get some examples of POE
@radhesen
@DMTIindia
Using #APDMM04

10. DIGITAL TOUCHPOINTS

11. 3 screens

12. TYPES OF WEBSITES &
THE STATISTICS

13. Traditional media
Daily newspaper
Niche genre magazines

14. In the digital world
Web portal = GEC
Niche website = Auto magazine

15. Understanding the Statistics – Reach
Readers
Viewers
Unique users

16. Website / Mobile Metrics
Term
Unique user
Page View
What does it stand for
A unique user is an individual visitor to a
Web site
Occurs when a users browser requests a
web page. A single page view may create
multiple hits to the server if the page
contains multiple elements such as banners.
• Unique users will always be less than or equal to the page views

17. How do UU’s & PV’s work?
1st Page View

18. UU’s & PV’s
2nd Page View

19. UU’s & PV’s
3rd Page View

20. Sources of such data
Website owner
Web
Analytics tool
3rd party audience
measurement tools
Panel data
-
Unique users
Page views
Time spent
Which sections are
more popular
- Sources of traffic
-
Unique users
Page views
Time spent
Demographic data

21. How do you read the data?
Website
Total Unique
Visitors (000)
Total Pages
Viewed (MM)
Average
Pages per
Visitor
Total Minutes
(MM)
YOUTUBE.COM*
34,299
2,165
63
3,094
FACEBOOK.COM
53,498
15,562
291
11,855
Yahoo! Sites
40,106
2,725
15
2,615
Yahoo! India Homepages
23,768
258
11
228
Yahoo! Mail
20,598
1,492
72
1,359
Yahoo! Cricket
3,800
42
11
28
The Times of India
12,140
156
13
131
The Times Of India - Cricket
759
4
5
3
The Economic Times
4,552
55
12
72
GAANA.COM
2,787
57
21
55
ZIGWHEELS.COM
2,208
12
6
8
MAGICBRICKS.COM
1,242
15
12
16
Rediff.com India Ltd
14,353
778
54
411
Indian Railways
11,761
481
41
297
Linkedin
9,079
232
26
171
FLIPKART.COM
8,149
154
19
107
Source: Comscore August 2013 data

22. Trend spotting – reading data

23. Social media metrics
It ain’t social if
you’re not sharing
it

24. Social media metrics on owned data
Page: Fans
Posts: Likes,
Comments, Shares
Channel:
Subscribers
Videos: Video views

25. Examples

26. Making Owned channels work harder

27. Have you used social buttons to connect
to any brand on social media?
@radhesen
@DMTIindia
Using #APDMM04

28. MEDIA METRICS

29. Internet Advertising
Ad
Ad

30. What happens when you see an ad?
Every time an ad
loads, it counts as
1 impression

31. Interacting with the ad
When the user
“clicks” on an ad,
this is measured
as a click

32. Clicks lead users to advertiser’s website

33. Media Definitions
Term
Definition
Ad impressions
An ad impression is reported whenever an individual ad is
displayed on your website. Different ad formats will display
varying numbers of ads
Click
A click is counted when a user clicks on an ad
CTR
clickthrough rate (CTR) is the number of ad clicks divided by
the number of individual ad impressions.
Ad CTR = Clicks / Ad impressions
For example, if your ad received 5 clicks out of 1000 ad
impressions, your ad CTR would be .5%.

34. For example
Booked
impressions
Delivered
impressions
Clicks
CTR
1,000,000
1,000,519
1,021
?
500,000
501,009
1,119
?
31,000,000
31,100,081
105,491
?
What happens to the remaining 99% of the impressions?

35. Brand Studies
Source: Millward Brown

36. How does it work?
Control
Source: Millward Brown
Exposed

37. How does it work?
Did they see
the campaign?
Do the results
indicate a difference?
Exposed*
YES
Brand Awareness
Have you heard of the
following company offering
this product?
∆ +8
47%
39%
Control*
NO
Control
* Both groups are random samples from the same population (they are statistically the same people)
Source: Millward Brown
Exposed

38. What can a brand study measure?
Brand Metric
Delta Shift
Observation
Unaided Brand
Awareness
Creatives did a good job aiding with
recall
Aided Brand
Awareness
Control Scores at 89, indicate already
high level of awareness
Online Ad
Awareness
Creatives did a good job here
Message
Association
Stable, no significant shift
Brand Favorability
Purchase Intent
Source: Millward Brown
Stable, no significant shift
Stable, no significant shift

39. Do you think online only ads help drive
brand awareness?
@radhesen
@DMTIindia
Using #APDMM04

40. TYPES OF INTERNET ADS

41. Evolution of paid media
Content
90’s
Display
Advertising
Search
00’s
Search Engine
Marketing
Share
10’s
Social Media
Advertising

42. Standard ad units

43. Large format ads

44. Expandable ads

45. Skinning/ takeover

46. Text ads

47. Video ads

48. Social media ads

49. Social Media Ads

50. Social media metrics
• Impressions – Number of times impressions of your ads were seen
• Reach – Number of unique people who saw your ad.
• Interactions – Any sort of interaction with your ad unit.
• Interaction Rate – Interactions/Impressions
• Video Plays – Number of video starts.
• Video Play Rate – Video Plays/Impressions.
• Actions - If you’re promoting a Page, Actions measures the number of times
people - liked your Page, liked posts on your Page, commented on your Page
posts, @mentioned your Page in a status update, checked into your Place, tagged
your Page in a photo, shared your Page posts, claimed your offer, answered your
question, followed your question, clicked on the Page post link, viewed the Page
post photo, viewed the Page post video.
• Daily People Talking About The Page - Daily The number of people sharing
stories about your page. These stories include liking your Page, posting to your
Page's Wall, liking, commenting on or sharing one of your Page posts, answering
a Question you posted, RSVPing to one of your events, mentioning your Page,
photo-tagging your Page or checking in at your Place (Unique Users)

51. TARGETING

52. Do we need targeting options?

53. Targeting – the objective of media planning
Youth, 1824
Male, 25+
Female,
25+
New Nokia
Lumia
Renault Duster
Surf Excel
matic “no soak”

54. Types of targeting on display advertising
Contextual
Advertising
based on
content being
consumed e.g.
samsung note
II ad on a
technology site
Demographic
Advertising to
reach a
particular
demographic
TG e.g. female
25+
Behavioral
Advertising
based on user
behavior online
e.g car buyer

55. Contextual targeting
Based on
• Targeting based on context or keywords
keywords

56. Contextual targeting by site selection

57. Demographic targeting
• Where all do you remember having given your
demographic details – age, gender, city, etc.
willingly?
Email
Messenger
Social networks

58. Traditional demographic targeting

59. Behavioral targeting
• Works best for highly involved product or TG
categories such as parenting, travel, automobiles
• Behavioral targeting video:
http://www.youtube.com/watch?v=WPfDN97lEQY

60. Targeting on the mobile
Handset
Operating system
Tablet
More…

61. Remarketing

62. Re-marketing – irritating or compeling?
@radhesen
@DMTIindia
Using #APDMM04

63. MAKING P-O-E WORK

64. Nike Fuel

65. Old Spice Super Bowl campaign 2010

66. Red Bull Stratos

67. Recommended reading
• Mashable.com: best known for their infographics
• Socialbakers.com: for social specific statistics
• Business Insider : for latest tech updates and
business analysis
• Your twitter feed

68. Please tweet your feedback on today’s
session!
@radhesen
@DMTIindia
Using #APDMM04

69. THANK YOU
www.twitter.com/radhesen