Digital media buying involves paid, owned, and earned content strategies. Paid media through Google and affiliates uses targeting approaches like demographics, geography, behaviors, look-alikes, and retargeting to reach the right audiences. Content is an important owned asset that can be distributed across digital channels and amplified through programmatic platforms to increase exposure to relevant audiences. Programmatic buying allows automated trading of digital media inventory across channels through demand-side platforms.

1. Digital Media
Buying &
Planning
Fundamentals

2. why we trust content
it is your permanent real estate1
it comes with compounding returns
it evolves with the environment
2
3
}Because content is the
king

3. how content works
++++++
Paid & OwnedEarned
what and how
we produce
where and
how we
distribute

4. But Discovery of
content is important

5. how content reaches the audience on digital
CONTENT

6. Hence, everything comes down to..

7. Paid Media: Google & Affiliates

8. most common type of media buying
Consideration Conversion AcquisitionAwareness
(Total cost/total
impressions) x 1000
You only have to pay
when user click on
your ad
You only have to pay
when user click on
your ad
Paid every time a
consumer take action
(eg., making purchase)

10. Types of targeting
Hence it’s important to reach out to right
set of targeting

11. Demographic Targeting
• Enables you to target
based on household
characteristics:
i. Income
ii. Age
iii. Gender
iv. Ethnicity
v. Interests

12. Geo Targeting
• Enables you to connect
with your audience
online based on where
they use their computers
whether at home, work,
vacation or from a public
place.

13. Behavioural Targeting
When a consumer visit
a website
The amount of time they view each page
Create a profile that links to
that visitors web browser
The searches that a consumer
makes, the links that they click
on
Refers to a range of
technologies and
techniques used by online
website publishers and
advertisers which allows
increased effectiveness of
ad campaigns by
capturing data generated
by website and landing
page visitors

14. Look Alike Targeting
Targeting prospects who have similar characteristics to current customers
- Used to build larger audiences from smaller audience segments to create reach

15. Purchase Based Targeting
Leverages a combination of online and offline purchase
data to deliver your message to consumers who are most
likely to buy your products
- Uses multiple offline and online
data points from media vendors and
third-party data partners to reach
relevant households with digital
media impressions
- Clients can purchase “off-the-
shelf” targets such as “Heavy
Buyers of x” or Commission a
Custom Target defined by specific
campaign objectives

16. Retargeting/Remarketing
Tailored web ads based on consumers’ online behaviours -
Generally 2% of shoppers convert on the first visit
to an online store - retargeting brings back the other
98%
- Works by keeping track of the people who visit
your site and displaying your retargeting ads to
them
- Retargeting ads may appear just about anywhere
they might go online
- Maintains brand traction and recognition - Brings
“window shoppers” back when they’re ready to
buy
- Able to segment visitors and and tailor the
retargeting ads to each group

17. Demographic Targeting
A contextual advertising system scans
the text of a website for keywords and
returns advertisements to the webpage
based on those keywords
Targeted advertising in which the
content of an ad is in direct
correlation to the content of the
web page the user is viewing

18. Type of advertising

19. Google Search
Google Display
Re-marketing
Facebook Advertising
Twitter advertising
Affiliates
Networks

20. Generic Keywords
These set of keywords
would drive maximum
traffic with maximum
conversion numbers but
with a decent
conversion %.
Category & brand Keywords
Brand keywords would
have maximum ROI but
limited traffic, Category
or product keywords,
which would be less in
search volumes with
limited conv.
Competition Keywords
Few Category
Keywords which will
have maximum searches
but low CTR& less
conv.
Long Tail Keywords
These would cover PR
or any association of the
brand.
Search engine marketing: ownership of the keywords

21. SEM
GDN
ICM
Placements
YouTube Text ad, banner, Video
Genre based sites Text ad, banner, Video
Keywords Text ad, banner, Video
Search
Syndicates Keywords Text ads
Google.com Keywords Text Ads
Mobile Keywords WAP Text / Banner Ads
Paid Media: SEM

22. Gmail Sponsored Ads
v Use Gmail Sponsored Ads through google content network, upon clicking on the ad a lead form opens
inside the mail.
v Target females with age targeting & use keywords like pregnancy, pregnancy reports, yoga etc.

23. Funneling your keywords
v Target brand generic & competitors to drive traffic & transaction numbers.

24. v Use sitelinks & a call to extension in the ad copies.
v Use Review Extensions to create reliability among users about Brand Keyword.
v Also run customized ad copies for the keywords like cord cell banking & keywords insertion in the ad copies.
v Since re-marketing is banned for the pharma sector target more & more generic keywords to cover the product & generate
leads.
Generic Keyword Targeting

25. Brand Keywords
•Bid to maintain # 1 position
•Will drive HIGH ROI with
less impressions
Generic & Query
Keywords
•Bid to maintain avg. position
in top 3 search results
•Will drive maximum
impressions & be optimized
for high ROI +Brand
Competition keywords
•Bid to maintain avg. position
in top 3 search results for
optimum ROI
Long Tail & others
•Bid to maintain avg. position
in top 5 search results for
optimum ROI
Delivery by Bucket

26. • Content Integration: On parenting sites-to drive
advocacy
• Content Marketing: Seeding video/owned
content from ‘Brand’ owned/earned channels
across relevant sites
• Targeted Banners & Mailers: Parenting sites
• Content to be integrated shall include
following articles like:
• Myths around pregnancy
• FAQs
Sites: Parentune.com & iparenting
Sample
Content Targeting

27. Brand CONTENT
AMPLIFICATIO
NPLATFORM
CONTENT APPEARS
ON RELEVANT
WEBSITES
EXPOSURE TO
RELEVANT AUDIENCE
How would content marketing work

28. DSP 3
DISPLAY
SSPs
DSP 2 DSP 4
Other
Technology
Platforms
DSP 1
VIDEO MOBILE SOCIAL
PRIVATE
MARKETPLACES
AD EXCHANGES
1ST & 3RD PARTY DATA
THE GREAT AGGREGATOR
Manages and integrates multiple
platform partner technologies
TECHNOLOGY AGNOSTIC
Maintains strategic relationships with
best in class solutions, but is open to
integrating any true DSP partner with an
additive feature set
MULTICHANNEL
Provides scalable multi-channel
programmatic solutions managed in an
integrated way
1
2
3
DSP serving as a specialized marketing services platform that integrates technology, data and inventory to manage
audiences for our clients.
Programmatic buying

29. Thank You
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