Ppt about Local Business

1. DISPLAY
ADVERTISEMENT

2. Modes of display advertisements
PRINT MEDIA
The most traditional mode of
communication
Metric: circulation / no. of readers
TELEVISION
Has video content and has better
engagement rates.
Metric: number of viewers
DIGITAL
Includes ads served both via
mobile and website
Metric: unique users & page views

3. AD IMPRESSION
Recorded whenever an ad is displayed on the user’s screen
CLICKS
Counted whenever a user clicks on an ad
CLICK THROUGH RATE
Total number of clicks divided by the total number of
impressions
DIGITAL METRICS

4. FORMAT
TYPES OF DISPLAY
ADS
DISPLAY ADS
SIZE
IMAGE AD
RICH MEDIA AD
VIDEO AD
MEDIUM RECTANGLE
LARGE RECTANGLE
LEADER BOARD
HALF PAGE
LARGE MOBILE BANNER
LARGE FORMAT AD
TAKEOVER AD

5. DISPLAY
ADVERTISEMENT
SIZE
MEDIUM RECTANGLE LARGE RECTANGLE
HALF PAGE
LEADERBOARD

6. LARGE MOBILE BANNER
LARGE MOBILE BANNER
SKINNING/TAKEOVER AD
DISPLAY
ADVERTISEMENT
SIZE

7. STRONG CTA
INCLUDE PRICE
AESTHETIC
2 ADS WITH 2
OFFERS
UNIQUE SELLING
PROPOSITION
WHAT MAKES A
GOOD AD?
Happy Dent
Ad

8. HOW TO MAKE A
GOOD AD?
EMOTIONAL APPEAL VS RATIONAL APPEAL
INFORMATIONAL AD VS TRANSFORMATION AD
CENTRAL VS PERIPHERAL ROUTES OF PERSUATION
PRODUCT AS A HERO VS USER AS A HERO
FOCUS ON EXPOSURE, SALIENCE & FAMILIARITY A N E X A M P L E O F N E T F L I
X D I S P L A Y AD

9. Buying Models
CPM
CPC
CPL/CPA
SPONSORSHIPS
Cannot select section/placement.
Auto-runs based on inventory
availability
Allows planner to select best
performing sites &
placements
Suited for transaction/sign-up
based campaigns
Long-term branding
initiatives
Measured in terms of clicks, CTR
Measured in terms of actual
deliveries and cost efficiency
Measured in terms of sign-
ups achieved and cost
efficiency
However still measured in terms of
clicks, CTR
CPM : Cost per 1000
impressions CPC : Cost per
Click
CPL : Cost per Lead
CPA : Cost per
Action/Acquisition

10. Creative Strategy Principles
ORIGINALITY FLEXIBILITY SYNTHESIS
ELABORATION
ARTISTIC
VALUE
IMAGINATION
FLUENCY

11. Pillars of Paid Marketing
1. Landing Page
2. Creative
3. Target Audiences

12. Landing Page
1. Deictic Gaze – Place Action where Eyes lead naturally
2. Primary Effect – Convey the central message
3. Von Restorff Effect – What’s different
4. No Diversion on Landing Page
5. Social Proof
6. Loss Aversion – FOMO, Timer, One-Time deal etc

13. TARGETING IN DIGITAL MARKETING
Segmentation based on various

14. METHODS OF TARGETING IN DISPLAY ADVERTISEMENTS
TARGETING
REMARKETING
AUDIENCE
TARGETING
CONTENT
TARGETING
KEYWORD
TARGETING
TOPIC
TARGETING PLACEMENT AFFINITY INTENT IN-MARKET

15. STEPS TO CREATE
CUSTOM AFFINITY
AUDIENCE
TARGET EVENT
ATTENDEES
COMPETITOR
TARGETING
BEHAVIOR OF THE
USER
Events that help in creating target

16. TARGETING METHODS RELATE TO CUSTOMER
FUNNEL

17. DEMOGRAPHICS
MOBILE
GEOGRAPHIC & LANGUAGE TAGGING
CRM
LOOKALIKE TARGETING
OTHER TARGETING METHODS
AD SCHEDULING FREQUENCY CAPPING

18. PROGRAMMATIC DIGITAL
ADVERTISING
PLAYERS IN
PROGRAMMATIC
ADVERTISING
ECOSYSTEM

19. DATA
MANAGEMENT
PLATFORM
•Bluekai, Datalogix, eXelate.
White labeling to media houses
•DMP – brings all first party, third
party, public data together
•Lookalike modeling – possible
only when you know your
existing or best customers
WORKING OF DMP

20. SUPPLY SIDE PLATFORM
(SSP)
•It’s a yield manager for publisher
•Sell the impressions for as much as possible
•Send request to DSP to bid for
placements
•Shares the context (topic, keywords
targeting), page url, demographic, location,
device, browser, browser behaviour
data of its audience which is seeking
impression.
•Shares cookie ID
•DSP checks its cookies for people
who are visiting the publisher site. Flurry of activity for
each impression
DEMAND SIDE PLATFORM
(DSP)
•Optimize for your strategy - (goal such as
clicks/conversions, ROAS, budget, bid strategy)
•Turn, Appnexus, mediamath, doubleclick,
AudienceScience
•Cost efficiency and Buying efficiency
•Real time optimization – no time lag
•Granular targeting
•Scale/Reach – Contextual, Remarketing
•Media optimization
•Match audiences with the placement
targeting available with SSP
•Each DSP interacts with more than 15 SSPs and can serve
more than 15 billion impressions per day
•Programmatic

21. TRADING DESK
At media houses eg. WPP, Omnicom. Buy placements through RTB on behalf of client. Do planning–Targeting,
strategy for bid, budget
AD SERVER
•Independent reporting and analytics, verification
•Creative optimisation
•.swf file and .xml file (parent and child file)
•Dynamic Creative Optimisation
•Currently only 40% advertisers using ad server. Consider it as cost
VIEWABILITY
•When 50% of ad pixels are in view on the screen for min 1 sec and video seen for min 2 sec (Media Rating Council)
•Viewability rate – Percent of ads determined viewable out of total number of ads measured
•Most viewable position is just above the fold and not at the top of page.
Vertical ad units have higher viewability rate as they stay on screen longer as users scroll up and down.

22. OPEN EXCHANGE
PRIVATE EXCHANGE
REAL TIME BIDDING
AD EXCHANGE TYPES

23. PROGRAMMATIC DYNAMIC CREATIVE OPTIMISATION
PROGRAMMATIC
DYNAMIC
CREATIVE
OPTIMISATION
PROSPECTIN
G
PERSONALIZATION
CONTEXTUAL
SEQUENTIAL

24. Ad Fraud
Click/Impression/Conversion Fraud
• Click-Farms pay people for false digital activities
Bot Activity
• Robots use advance techniques to mask IP Addresses and create false impressions, clicks etc
Ad-Stacking
• Multiple Ads stacked on top of each other
• Technically Ad is there on the page but invisible to the eye
Pixel Stuffing
• Real Ad is compressed to 1x1 pixel
• Technically Ad is there on the page but invisible to the eye

25. Ad Fraud Detection
IP Address
• Same IP frequenting = Click-
Farms
Click Time-Stamp
• If high incidence of Clicks not
followed by Action, these might
be fraudulent
Action Time-Stamp
• If Action Time-Stamp is very
near the Click Time-Stamp,
then might be fraudulent
User Agent
• We note the Brower, hardware,
software etc to investigate
background of clicks being
human or bot-driven
Google Anti-Click Fraud
Programme
• Algorithm driven, Manual
investigation and Advertiser’s
Suspicion-based Investigation
labels clicks as invalid.

26. AD BLOCKERS
Webpage with ad-blockers
Webpage without ad-blockers

27. How Ad Blocking Works?

28. Who is blocking Ads, and Why?

29. Ad Blocking – Recourse for Marketers
• Destabilize Webpage but UX suffers
• Private ‘Whitelisting’ Pact between Ad-Blocking Software and
Brand
• Turn Ad-Blocker Off request
• Subscription (Freemium Model) Model for Ad-Free Content
• Native Ads embedded in Website Code
•