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"Online Media Planning |Interactive Advertising | Brand marketing | Media Planning |Media Planning campaign | learning Catalyst"
 

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"Online Media Planning Introduction to Online Media Planning , Ad networks , Online Media Planning Digital , Ad Placements , Learn the Skills and Strategies from Beverly D’souza ...

"Online Media Planning Introduction to Online Media Planning , Ad networks , Online Media Planning Digital , Ad Placements , Learn the Skills and Strategies from Beverly D’souza
Manager at Pinstrom"

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  • Full Name Full Name Comment goes here.
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  • This is an introductory session for…
  • According to ad planner, this is the number, but more conservatively 60mnQn : what is a safe number to go with..
  • Earlier not the case.For some demographics..
  • Everyone has communication goals For a realitytv show, it could be maximum impact in 3 months For a mobile services, it could be more long-terms- For some one else, it could be lead based
  • Qn : what do each one of them mean. In online, how relevant are they
  • Sometimes it just depends on thatCola companies, mobile companies
  • Zapakmicrosite
  • Qn : can u give us some examples
  • It’s called a floating ad because..
  • Qn : Some domestic and international examples of properties which do well in above
  • Qn : what is the most common way in which online media is bought
  • Qn : pls explain
  • Qn : pls explain
  • Qn : how do u typically go about this, which are the ones where most attention is needed,
  • Qn : What skills…and qualifications reqd
  • Qn : how does it help

"Online Media Planning |Interactive Advertising | Brand marketing | Media Planning |Media Planning campaign | learning Catalyst" "Online Media Planning |Interactive Advertising | Brand marketing | Media Planning |Media Planning campaign | learning Catalyst" Presentation Transcript

  • Online Media Planning:
    Introduction, Skills & Strategies
    Beverly D'Souza
    Manager
    at Pinstorm
    KaushikMhadeshwar
    Founder &
    Chief Catalystat Learning Catalyst
  • Some reasons for the high interest in online media planning in India
  • A rapidly growing vertical
  • In a day, Facebook alone gets more 16-35 SEC A/B viewers from India than all English TV channels put together. In a week, the 16-35 SEC A/B consumer in India spends 5 times more minutes online than he/she spends on TV, Print and Radio together.
    Good ‘Reach’ metrics happening
  • Traditional or Online, the basics of media planning remain the same
  • You identify the target audience and then hypothesize the right types of media vehicles and placements so that your communication goals (reach, frequency, etc..) are achieved.
  • Identifying target audience involves knowing both their demographics and psychographics. In the online world, there is an additional element of online behavior.
  • An online media planner’s job is to arrive at the optimal mix of websites to attract the relevant target audience for online campaigns.
  • You are expected to know what and how much would competitors be spending online
  • Good negotiating skills are a given
  • If you take display advertising itself, it is a diverse category
  • Banners
    Sponsorships
    Email display ads
    Pre-post roll
  • Emailer banners
  • Yahoo – AnswersSponsorship on Education Section
  • With a large number of formats available
    Skyscraper
  • Wallpaper
  • Homepage takeover
  • Floating Expandable
  • And ads are getting richer in formats…Rich Media
  • Such ads
    Includes using sound, video and flash
    Incorporating dynamic content
    Could include data capture
  • Let’s look at some properties of the biggest portals in India
  • Rediff – News Section
  • Yahoo – Floating Ad
  • Yahoo – LRec Expando
  • Sify – Site Capture
  • Indiatimes – Interstitial
  • What do website display rates depend on
    Reach
    Targeting
    Visibility
    Innovation
  • Knowledge of how various properties have performed historically is key
  • But remember, a lot depends on creative
  • Maintaining strong relationships with the advertising networks, portals and high-traffic sites is a part of a planner’s job.
  • Some terms you will encounter very often
    Reach, frequency, CPMs, unique users, page views, cost per click, cost per sale 
  • There are also newer targeting methods which are getting preferred by advertisers
  • One of them is Behavioral targeting
  • Where retargeting is based on
    Websites or pages visited
    Keywords searched or content read
  • The other is retargeting
    Which is targeting the visitors who have come to a particular site and not done the desired action (a ratio which is typically more than 98 percent for purchases)
  • What is the typical process which is followed by planners?
  • Typical phase
    ResearchA thorough assessment of the market data and online trends relevant to the campaign.
    Strategic PlanningIdentifying the best distribution & creative formats, the appropriate verticals and demographic and behavioural considerations.
    Proposal & Media PlanA detailed breakdown of the strategy, rationale, placements and costs.
    Report & MeasurePerformance reviews in the format required, enabling you to keep easy track of KPIs.
    Optimise & Build UpContinually optimize activity for the duration of the campaign and apply the lessons learned.
  • Digital spans many tactics and its important to have an integrated approach
  • Also, its not just about display advertising
  • Source :Pinstorm
    SEM
    We need to say the same things to prospects on all three.
    On search ads
    SEO
    On search results
    Contextual
    On related sites
    Banners
    On un-related sites
    Widgets
    On a desktop
    Communities
    On a community
    Mobile
    On a phone
    Email / SMS
    On an existing list
    ORM…
    …and more
  • A modern media planner also need to be familiar with…
    SEM, SEO activities
    Text Links, directory listings.
    Microsites
    Email
    Viral
    Affiliates
    SMO activities
    Widgets & Applications
    In-game formats
  • There are many tools which aid the planner’s job. These include free ones like Vizisense and Google ad planner
  • Vizisense
  • Google Ad Planner
  • Programs offered by Learning Catalyst
    www.learningcatalyst.in
  • Our Cour
    No one covers ‘digital’ as we do !!
    Advanced SEO
    Advanced SEM
    Basic SEO
    Basic SEM
    SMO
    Integrated Digital Marketing
    Website Analytics
    Website Usability
    Affiliate Marketing
  • Our Courses
    No one covers ‘digital’ as we do
    Flash Programming
    Modern Website Design
    Web Copy Writing
    Java Scripts and Ajex - Basic
    Content Management Systems
    PHP Programming
    Web Security
    Mobile Gaming and Application Development
    Java Scripts and Ajex – Advanced