AGENCY BACKGROUND  Lineage | Our Network | Service Offering
LINEAGEDigital is in Our DNA! Develops new ideas            India’s leading full service             Full-service digital ...
PART OF WPPWorld’s Largest Marketing Communications Conglomerate                                                   Digital...
WPP’S DIGITAL INVESTMENTSIndia’s Largest Full Service Digital Agency
A GROUPM AGENCYHigher Group Trading Volume                   Best-in-market media rates and added value                Fir...
ONE STOP DIGITAL SHOP!India’s Only Full Service Digital Marketing Agency Over 45% control of                              ...
DIGITAL MANPOWER  Organization Structure | Our Team
ORGANIZATION STRUCTURE                                            Business Head Business Director                         ...
OUR PEOPLEThe Best Digital Minds in India!              A dedicated team of 100+ digital professionals       Over 1200    ...
AGENCY SIZE AND SCALE    Overall | Media | Search | Mobile
SIZE AND SCALEOverall
SIZE AND SCALE  Display Media  We are the single-largest buyer of digital media in India  Highest share of advertisers on ...
SIZE AND SCALESearch     GroupM Search is the world’s    largest search marketing group         Search budgets worth $15  ...
SIZE AND SCALEMobile          India’s largest mobile hub with many firsts to its credit               Controls over   55% ...
CLIENT PORTFOLIOClient Relationships (By Industry) | AOR Relationships | Recent Wins
OUR RELATIONSHIPSIndustry Segmentation                        Travel
OUR RELATIONSHIPSKey Agency on Record Partnerships
OUR WORKOur Firsts | Case Studies | Awards
OUR FIRSTS!Media First agency to evangelize innovative buying in performance marketing Only agency to have worked with a...
Case StudiesQuasar and Network Cases
LENOVO WORLDWIDEViral CampaignThe challenge was to come up with anidea to highlight the lightweightcharacteristics of Leno...
LENOVO WORLDWIDEViral CampaignThe concept proved to be thewinner with over 2000comments across social mediaplatforms and 1...
CASTROLInnovation on SearchCastrolcricket.com is a key ownedasset for Castrol India. During theWorld Cup, driving traffic ...
CASTROLInnovation on SearchGiven the interest in the Live CricketScores, an API was built that would, asdynamic ad copy, d...
QUAKER OATSSearch Activation The Good Morning Heart is a long term micro-site developed to promote awareness for a healthy...
QUAKER OATSSearch ActivationPaid search utilized in conjunction withTV, print and digital display to driveinteractionThe c...
HSBC PREMIERMobile Activation HSBC Premier is a global wealth management service for HNI’s with complex investment needs T...
HSBC PREMIERMobile Activation Four interesting mobile applications were developed for the tech savvy TG and distributed us...
LAYSSocial Activation Lays wanted to strengthen the brand affinity by creating a campaign that will involve co- creation T...
LAYSSocial Activation Entries were sought through an integrated media approach which included paid social ads A YouTube vi...
CHEVROLET BEATIntegrated Media Campaign India’s 2.5 million mini car segment is cluttered with cars and brands that are so...
CHEVROLET BEATIntegrated Media Campaign The strategy revolved around engaging users with the car’s attributes viz. “TOUGH”...
CHEVROLET BEATIntegrated Media CampaignThe microsite was surroundedwith a 360-degree promotionsplan utilizing both paid an...
AWARDS AND RECOGNITION
DIGITAL AWARDS   •Agency of the Year 2005 & 2007 at Microsoft India   •Creative Gold 2009 from Lenovo Worldwide   •IDMA Go...
DIGITAL MEDIA ACTIVATION        How We Add Value?
DIGITAL MEDIA APPROACHHow We Do It and How We Add Value                                QUASAR    Planning & Buying   Execu...
PLANNING & BUYING      Platform Agnostic Media Planning Process STAGE              FAMILIARISATION          ORIENTATION   ...
PLANNING & BUYING Media Selection and Buying Approach   CPA                       Instant Return for Advertiser           ...
PLANNING & BUYINGPlanning Tools                     Research        Agency                       Data           Data      ...
PLANNING & BUYINGPower Planning Enabled      +     YOU  Research and    learnings                  +         Audience     ...
PLANNING & BUYINGPower Buying Approach: Trading Practice                                    One voice                     ...
PLANNING & BUYINGPower Buying Approach: Trading Practice Milestones       Consultation with IPL on bids/rights       Fir...
PLANNING & BUYINGPower Buying Approach: Trading Practice Benefits    30-35% share of volumes across all top media owners i...
PLANNING & BUYINGBuying Through the ExchangeYOU  TARGET          CONTROL            OPTIMIZE               INTEGRATE      ...
PLANNING & BUYINGLeveraging Buying Insights               Exposure to offline                  Search and display together...
PLANNING & BUYINGScheduling Approach                                        Nimble                                       s...
PLANNING & BUYINGOther Aspects  First “Port of Call” on all key platforms for ‘beta’ launches/trials  ‘Preferred access’...
DIGITAL MEDIA APPROACHHow We Do It and How We Add Value                                QUASAR    Planning & Buying   Execu...
EXECUTION AND OPTIMIZATIONGo-to-Market Matrix    High                       Retain & Invest     Retain & Optimize  Convers...
EXECUTION AND OPTIMIZATIONSpeedy and Efficient Campaign Process                            Approved media plan          Ca...
EXECUTION AND OPTIMIZATIONAd Serving                       A campaign executed without ad serving support  Banner Creative...
EXECUTION AND OPTIMIZATIONAd ServingMultiple creative formatsOptimize based on, not justonly clickthrough rates, butalso...
EXECUTION AND OPTIMIZATIONA/B Testing                  AD files are stored in 3rd party                    server, polite ...
DIGITAL MEDIA APPROACHHow We Do It and How We Add Value                                QUASAR    Planning & Buying   Execu...
MEASUREMENTRight Tools for Right Metrics                 Reach and                                3rd Party Ad            ...
MEASUREMENTSingle Window Reporting  MANAGE CAMPAIGN BY A BUSINESS LINE, GEOGRAPHY, OR MARGIN, INCREASING                  ...
MEASUREMENTReporting     Comprehensive & Modular Reporting                                                                ...
MEASUREMENTBeyond the Click Analysis                            Our partnership with Millward Brown allows you to         ...
MEASUREMENTBeyond the Click Analysis: Performance Against Brand Metrics
MEASUREMENTTracking Success on Defined Parameters        Owned Media                                      Earned Media    ...
Quasar
Quasar
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Quasar

  1. 1. AGENCY BACKGROUND Lineage | Our Network | Service Offering
  2. 2. LINEAGEDigital is in Our DNA! Develops new ideas India’s leading full service Full-service digital India’s leading group and entrepreneurs digital agency marketing agency buying website 1999 2011 Incubator that India’s first travel India’s leading ad- India’s leading online accelerates digital ideas meta search engine network shoe retailerPart of India’s leading digital ventures incubator – Smile GroupOver the last decade Quasar has been instrumental in collaborating with Smileto set up several digital ventures in India and activate them from a digitalmarketing standpoint
  3. 3. PART OF WPPWorld’s Largest Marketing Communications Conglomerate Digital Agencies Aegis 5 Havas 9 IPG 11 Ominicom 11 Publicis 14 WPP 63 0 10 20 30 40 50 60 70 Group WPP Publicis Omnicom IPG Havas Aegis India Media $1.58bn $0.42bn $0.06bn $0.66bn $0.15bn $0.05bn BillingLargest MARCOM group with 63 digital agencies in the networkMost number of creative and media awards won at Goa Fest 2010 – Morethan all other holding companies combined!
  4. 4. WPP’S DIGITAL INVESTMENTSIndia’s Largest Full Service Digital Agency
  5. 5. A GROUPM AGENCYHigher Group Trading Volume Best-in-market media rates and added value First mover access to new products and initiatives Media clout ensures benchmarked rates Global best practices ensure fast ramp-up of media activations
  6. 6. ONE STOP DIGITAL SHOP!India’s Only Full Service Digital Marketing Agency Over 45% control of Engagement-led thinking total digital media billing Ad ROI platforms for lead optimization 1 Media 2 Creative Over 10 years of experience in strategizing and executing campaigns Dedicated production studio and software infrastructure WPP Centre of Best-in-class paid and Excellence on Search Marketing International, 6 Search QUASAR 3 Analytics proprietary platforms Dashboard with learnings from 1200 cross-brand and cross- campaigns category learning’s from campaigns 5 Mobile 4 Social Largest mobile HUB One of India’s largest social in the country with media teams many firsts to its Successfully managing cumulative fan/follower base credit of over 2.5 million users
  7. 7. DIGITAL MANPOWER Organization Structure | Our Team
  8. 8. ORGANIZATION STRUCTURE Business Head Business Director Business Director Business Director West North South CREATIVE/STRATEGY TEAM MEDIA TEAM (Buying/Platform Specialists) SEARCH TEAM (Platform Specialists) SOCIAL TEAM (Listening/Engagement/Community Managers) MUMBAI (25) DELHI (60) BANGALORE (15) Regional Hub Staff Supporting Media, Creative, Search, Social and Mobile
  9. 9. OUR PEOPLEThe Best Digital Minds in India! A dedicated team of 100+ digital professionals Over 1200 man years of cross-vertical digital experience Largest digital agency network in India with over 200 professionals
  10. 10. AGENCY SIZE AND SCALE Overall | Media | Search | Mobile
  11. 11. SIZE AND SCALEOverall
  12. 12. SIZE AND SCALE Display Media We are the single-largest buyer of digital media in India Highest share of advertisers on Cricket World Cup and IPL Over 45% control of media spends across India that ensures better rates, first port of call and preferred partner status India Display Media Market India Digital Media Market GroupM Display Organised Digital AdexTotal Display Market GroupM Spends (in crores) Size INR (crores) 0 100 200 300 400 500 0 200 400 600 800
  13. 13. SIZE AND SCALESearch GroupM Search is the world’s largest search marketing group Search budgets worth $15 million is managed from IndiaOnly Indian agency network that has the largest brand base of search clients Largest search billing agency network from India
  14. 14. SIZE AND SCALEMobile India’s largest mobile hub with many firsts to its credit Controls over 55% of the Indian mobile market Over 80 mobile marketing awards won in India Preferred partner status over 25 companies Offers up to 25% lower rates than the nearest competition
  15. 15. CLIENT PORTFOLIOClient Relationships (By Industry) | AOR Relationships | Recent Wins
  16. 16. OUR RELATIONSHIPSIndustry Segmentation Travel
  17. 17. OUR RELATIONSHIPSKey Agency on Record Partnerships
  18. 18. OUR WORKOur Firsts | Case Studies | Awards
  19. 19. OUR FIRSTS!Media First agency to evangelize innovative buying in performance marketing Only agency to have worked with almost all travel and DOTCOM brands First agency to launch rich media and video ads First media agency network qualified by Google First agency network to provide podcasting for branded content First agency to launch a bluecasting campaign in India First click-to-call campaign by an agency network in India on Google First agency to launch Twitter-based banner advertising First agency in India to launch branded YouTube Channel
  20. 20. Case StudiesQuasar and Network Cases
  21. 21. LENOVO WORLDWIDEViral CampaignThe challenge was to come up with anidea to highlight the lightweightcharacteristics of Lenovo ThinkPadsTwo important KPI’s of this brief wereto make this concept “viral” so that itcreates buzz and becomes a topic ofdiscussion in the digital spaceInsights conveyed controversial videosare discussed the most and also tendto generate the maximum buzz. It isalso important to achieve baselinenumber of views before the “concept”attains increased viewership
  22. 22. LENOVO WORLDWIDEViral CampaignThe concept proved to be thewinner with over 2000comments across social mediaplatforms and 1 million viewsworldwideThe concept itself had createdso much hype and controversythat it got covered byDiscovery Channel’sMythBusters Programme
  23. 23. CASTROLInnovation on SearchCastrolcricket.com is a key ownedasset for Castrol India. During theWorld Cup, driving traffic to thewebsite was a critical KPI for theonline media planPast cricket based campaigns forCastrol and other brands showedthat the theme of “Live Scores”during match hours are high clickvolume drivers
  24. 24. CASTROLInnovation on SearchGiven the interest in the Live CricketScores, an API was built that would, asdynamic ad copy, display the Live ScoreCounter-intuitive as it may sound, clickthrough rates on the Live Scores weremuch higher than benchmark cricketCTR’sCTR’s went as high as 9% on certainmatch daysThis was achieved at a nominal CPC of$0.11
  25. 25. QUAKER OATSSearch Activation The Good Morning Heart is a long term micro-site developed to promote awareness for a healthy heart. Along with heart health information, visitors can sign up to take the healthy heart survey The media objectives included driving awareness, interaction and registrations to the Good Morning Heart Microsite
  26. 26. QUAKER OATSSearch ActivationPaid search utilized in conjunction withTV, print and digital display to driveinteractionThe campaign was activated on puresearch and content network todetermine effectivenessPaid search program generated over100,000 user registrations/tests and15,000 widget downloads in 8 weeksRegistration Conversion RatePaid Search: 47%Content Network: 22%Overall (Paid & Content): 30%
  27. 27. HSBC PREMIERMobile Activation HSBC Premier is a global wealth management service for HNI’s with complex investment needs The prospect is highly niche; a busy globetrotter averse to push messages. Hence an innovative media strategy was needed that would bypass the TG’s ad aversion, connect to their needs, make them aware of the product benefits and generate conversions
  28. 28. HSBC PREMIERMobile Activation Four interesting mobile applications were developed for the tech savvy TG and distributed using Bluetooth kiosks, at airports where TG presence existed Applications included – currency converter, a language translator for 6 foreign languages, a HSBC branch locator, and a domestic flight scheduler The campaign captured over 14,000 high quality leads across 9 airports in India within 4 weeks
  29. 29. LAYSSocial Activation Lays wanted to strengthen the brand affinity by creating a campaign that will involve co- creation The challenge was to get maximum mileage on Facebook with very limited investment The solution was in driving advocates for the brand on FB, who would help broadcast the message themselves
  30. 30. LAYSSocial Activation Entries were sought through an integrated media approach which included paid social ads A YouTube video channel was created which showcased video content from the co-creation campaign. The channel was intended at amplifying the potential of the limited investment on paid social media SOME FACTS 4.2 million votes. Over 30,000 fans. Most subscribed YouTube Brand Channel. High PR and Buzz
  31. 31. CHEVROLET BEATIntegrated Media Campaign India’s 2.5 million mini car segment is cluttered with cars and brands that are so “me- too”. These brands do not connect with the YOUTH The challenge was to design clutter-breaking communication that would give a distinctive personality to Beat. The objective was to engage the TG to let them speak their heart out and make friends with the car
  32. 32. CHEVROLET BEATIntegrated Media Campaign The strategy revolved around engaging users with the car’s attributes viz. “TOUGH”, “SEXY” and “SMART” and involved creating active preference for Beat A destination was conceptualized that tickled the expressive mindset of the target group. Thus an interactive site www.driveyourbeat.com was born
  33. 33. CHEVROLET BEATIntegrated Media CampaignThe microsite was surroundedwith a 360-degree promotionsplan utilizing both paid andearned mediaSocial media channels likeFacebook, YouTube, Twitteretc. ere used very effectively tocreate buzz around the launchof BeatSOME FACTSIMPS: 625 millionINTERACTIONS: 1.9 millionOver 1000 cars sold
  34. 34. AWARDS AND RECOGNITION
  35. 35. DIGITAL AWARDS •Agency of the Year 2005 & 2007 at Microsoft India •Creative Gold 2009 from Lenovo Worldwide •IDMA Gold 2009 for Best Website Design – Apollo Munich •India Digital Awards – Gold (Exchange4Media) 2009 – Apollo Munich •IDMA Gold 2010 for Best Website Design – Apollo Munich •IDMA Gold 2010 for Best Internet Marketing Campaign – Chevy Beat Launch •IDMA Best Use of Technology 2010 – Eureka Forbes •Abby Gold 2005 for Pepsi200 + AWARDS WON IN THE GROUP M NETWORK AT GOAFEST, EMVIES, IAMAI & OTHERS
  36. 36. DIGITAL MEDIA ACTIVATION How We Add Value?
  37. 37. DIGITAL MEDIA APPROACHHow We Do It and How We Add Value QUASAR Planning & Buying Execution & Optimization MeasurementPlanning Process Speedy Execution Comprehensive ReportingBuying Insights Centralized Control Beyond the Click AnalysisTools Creative Testing & Optimization Pre and Post Campaign AnalysisScheduling Maximizing Conversion KPIsBuying Techniques
  38. 38. PLANNING & BUYING Platform Agnostic Media Planning Process STAGE FAMILIARISATION ORIENTATION STRATEGIC CHOICES EXPRESSION PRICE PRODUCTION Brand Digital Objective Digital Strategy Cost Estimation Buying Negotiation UnderstandingTASKS Historical Marketing Consumer/Digital Outline Media Media Plan Activity Objectives Insight Investment Analysis and Digital channel ID Consistency with Formalisation of plan Rate benchmarkingAIM Understanding of and media/message Marketing objective and activity budget to get best value Brand and activity synergy Activity budget and Audience/traffic Insight/activation analysis Interpretation of final Detail discussion platform Cost per contact the brief Recommendation with brand teams to Channel ID (search,ACTIVITIES Prioritization Decision about analysis understand the social, mobile etc.) Use of Translating mktg Formats (sizes, rich brand and Creative media Benchmarking objectives to digital Media etc.) historical activity Usage process to maximize Setting up target Decisions on Synergy with other Value to Client group positioning and mediums media properties
  39. 39. PLANNING & BUYING Media Selection and Buying Approach CPA Instant Return for Advertiser Roadblocks CPL Premium PPC buys CPC CPMResponse Branding (network buy) CPE CPM SEO (site specific) Mobile Apps 3rd Party Social Media Sponsorships (outreach) Social Media Longer-term Return for Advertiser (monitoring)
  40. 40. PLANNING & BUYINGPlanning Tools Research Agency Data Data Specific Advertiser/ Campaign POWERED WITH CPT COMPARISON TOOLS WITH OFFLINE MEDIA TO MEASURE MEDIUM EFFICACY AND RETURNS
  41. 41. PLANNING & BUYINGPower Planning Enabled + YOU Research and learnings + Audience data + Historical data and benchmarks Better media plan with justified placements
  42. 42. PLANNING & BUYINGPower Buying Approach: Trading Practice One voice negotiation First right of Long term refusal for deals new and key properties TRADING GROUP facilitates intelligent use of volume Cross CPT & Annual CPRPs targets for intelligence savings Ongoing creation of Scalable platforms ENSURES PRICE CONTROL ACROSS VERTICALS HELPING CONTAIN INFLATION
  43. 43. PLANNING & BUYINGPower Buying Approach: Trading Practice Milestones Consultation with IPL on bids/rights First port of call on key properties: IPL Online (YouTube, Indiatimes), Yahoo! Movieplex, Vdopia/ESPN (CWC Online), KBC (YouTube) Preferred agency partner for all large networks like Google, Yahoo, Rediff, Times Internet Ltd, Web 18
  44. 44. PLANNING & BUYINGPower Buying Approach: Trading Practice Benefits 30-35% share of volumes across all top media owners in the digital space. SeasonalMedia Owner Rate benefit Impact FRR benefits Festive offersGoogle X X X XYahoo X X X X XRediff X X X XTimes Internet Limited X X X X XVdopia X X X X With this level of presence, we are able to drive varied practices with various media owners. Long term lock ins and preferred deals across leading mobile networks and publishers
  45. 45. PLANNING & BUYINGBuying Through the ExchangeYOU TARGET CONTROL OPTIMIZE INTEGRATE LEADING TO SAVINGS TO THE TUNE OF 20-25%
  46. 46. PLANNING & BUYINGLeveraging Buying Insights Exposure to offline Search and display together communication drives search boost brand recall but alone have no impact Insights based on 1200 campaigns undertaken 3yrs + of insights across multiple mobile campaigns in absence of organised benchmarks
  47. 47. PLANNING & BUYINGScheduling Approach Nimble scheduling Launch, sustenance and frequency/OTS goals Intercept media mix to maximise OTS TG consumption habits (Peak hours, days etc.)
  48. 48. PLANNING & BUYINGOther Aspects First “Port of Call” on all key platforms for ‘beta’ launches/trials ‘Preferred access’ to proprietary research and know-how Access to domain ‘best practices’ and ‘international learnings’ Access to a wide range of tools enabling efficient planning, buying and optimization Opportunity to set industry benchmarks on account of scale and size Strong POV influence on the industry as a thought leader for new platforms
  49. 49. DIGITAL MEDIA APPROACHHow We Do It and How We Add Value QUASAR Planning & Buying Execution & Optimization MeasurementPlanning Process Speedy Execution Comprehensive ReportingBuying Insights Centralized Control Beyond the Click AnalysisTools Creative Testing & Optimization Pre and Post Campaign AnalysisScheduling KPIsBuying Techniques
  50. 50. EXECUTION AND OPTIMIZATIONGo-to-Market Matrix High Retain & Invest Retain & Optimize Conversion % Retain & Remove Incentivize Low High CPR
  51. 51. EXECUTION AND OPTIMIZATIONSpeedy and Efficient Campaign Process Approved media plan Campaign set up Taken over by in ad-server OACOE Campaign Data Ported to Dynamic measures taken central database for future learnings CENTRALIZED CONTROL AND DEDICATED MONITORING ENSURES END TO END OPERATIONAL EFFICIENCIES
  52. 52. EXECUTION AND OPTIMIZATIONAd Serving A campaign executed without ad serving support Banner Creative on Campaign Duration Just an End Publisher’s Server Campaign Report ! The same campaign executed with ad serving support by Quasar Detailed Analyses Banner Creative on Campaign Duration Benchmarking for Publisher’s Server New Campaigns ALMOST REAL TIME TRACKING AND ADJUSTMENTS PROVIDING CENTRALISED CAMPAIGN CONTROL & BETTER ROI TIE UP WITH BEST IN CLASS AD SERVING COMPANY AND ENJOY THE LOWEST RATES Effective use of retargeting to upsell/cross sell thru their digital journey
  53. 53. EXECUTION AND OPTIMIZATIONAd ServingMultiple creative formatsOptimize based on, not justonly clickthrough rates, butalso post-click or post-impressions resultsCreative pre-testing thruproprietary tools
  54. 54. EXECUTION AND OPTIMIZATIONA/B Testing AD files are stored in 3rd party server, polite download method ensure that page 3rd Party server contents will load first (MediaMind) Page content is stored Publisher in publisher server Server
  55. 55. DIGITAL MEDIA APPROACHHow We Do It and How We Add Value QUASAR Planning & Buying Execution & Optimization MeasurementPlanning Process Speedy Execution Comprehensive ReportingBuying Insights Centralized Control Beyond the Click AnalysisTools Creative Testing & Optimization Pre and Post Campaign AnalysisScheduling Maximizing Conversion KPIsBuying Techniques
  56. 56. MEASUREMENTRight Tools for Right Metrics Reach and 3rd Party Ad Response Objectives Serving Awareness Brand and Attitude Survey Objectives
  57. 57. MEASUREMENTSingle Window Reporting MANAGE CAMPAIGN BY A BUSINESS LINE, GEOGRAPHY, OR MARGIN, INCREASING VISIBILITY AND CONTROL
  58. 58. MEASUREMENTReporting Comprehensive & Modular Reporting Unique Delivery Conversion Reports Engagement reports Reach and Reports Frequency Delivery Summary Detailed Delivery Performance by Unique Metrics Banner Metrics Detailed Video Out-of-banner Engagement Site Overlap Conversions Comparison Interactions Expandable Comparison Ad Format Frequency Summary Summary Summary Custom Metrics Metrics Metrics Activity EMERGES KEY FINDINGS SUCH AS IDEAL FREQUENCY, PERFORMING MEDIA MIX, CONVERSION TIME LAG, CONVERSION PATH & PERFORMING CREATIVES
  59. 59. MEASUREMENTBeyond the Click Analysis Our partnership with Millward Brown allows you to get a perspective beyond clicks and conversions. Communication, competition, brand matrix and cross media perspective
  60. 60. MEASUREMENTBeyond the Click Analysis: Performance Against Brand Metrics
  61. 61. MEASUREMENTTracking Success on Defined Parameters Owned Media Earned Media Paid Media Metrics Metrics Metrics • Unique visitors • Clicks and CTR’s • Posts and • Total time spent on • Impressions comments site • Conversion rates • Sentiment of posts • Frequency of time • Interaction time for and comment spent rich media ads • Volumes of • Registrations • SEM metrics discussion • Surveys • Comparison of • Creation of content • Measured through achieved numbers • Bookmarking and Web Trends against expected tagging numbers • Voting and polling • Measured through • Measured through Atlas/ Media Mind proprietary and free-to-market tools

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