digital media basics

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

2. 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

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

4. 130 mn
Internet universe in India – Comscore September 2012

5. P-O-E FRAMEWORK

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

7. TYPES OF WEBSITES &
THE STATISTICS

8. Traditional media
Daily newspaper Niche genre magazines

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

10. Understanding the Statistics – Reach
Readers
Unique users
Viewers

11. Website / Mobile Metrics
Term What does it stand for
A unique user is an individual visitor to a
Unique user
Web site
Occurs when a users browser requests a
web page. A single page view may create
Page View
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

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

13. UU’s & PV’s
2nd Page View

14. UU’s & PV’s
3rd Page View

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

16. How do you read the data?
Average
Total Unique Total Pages Total Minutes
Website Pages per
Visitors (000) Viewed (MM) (MM)
Visitor
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 2012 data

17. Trend spotting – reading data

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

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

20. Examples

21. Making Owned channels work harder

22. MEDIA METRICS

23. Internet Advertising
Ad
Ad

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

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

26. Clicks lead users to advertiser’s website

27. Media Definitions
Term Definition
An ad impression is reported whenever an individual ad is
Ad impressions 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
clickthrough rate (CTR) is the number of ad clicks divided by
the number of individual ad impressions.
Ad CTR = Clicks / Ad impressions
CTR
For example, if your ad received 5 clicks out of 1000 ad
impressions, your ad CTR would be .5%.

28. For example
Booked Delivered
Clicks CTR
impressions impressions
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?

29. Brand Studies
Source: Millward Brown

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

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

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

33. TYPES OF INTERNET ADS

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

35. Standard ad units

36. Large format ads

37. Expandable ads

38. Skinning

39. Text ads

40. Video ads
Note: Not actual page appearance. Background has been dimmed to highlight the ad.

41. Social media ads

42. Social Media Ads

43. 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)

44. TARGETING

45. Do we need targeting options?

46. Targeting – the objective of media planning
Youth, 18- New Nokia
color
24 accessories
Male, 25+ Renault Escala
Female, Surf Excel
matic “no soak”
25+

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

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

49. Contextual targeting by site selection

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

51. Traditional demographic targeting

52. 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

53. Targeting on the mobile
Handset
Operating system
Cell site
More…

54. MAKING P-O-E WORK

55. Nike Fuel

56. Old Spice Super Bowl campaign 2010

57. Red Bull Stratos

58. Recommended reading
• Mashable.com: best known for their infographics
• Socialbakers.com: for social specific statistics
• Youtube.com: search for video case studies
• Your facebook timeline

59. THANK YOU
www.facebook.com/radhikarani