WWW.INDIANRAIL.GOV.IN
IR web por tal provides the single point
access to all the relevant infor mation
per taining to Indi...
Global Rank

835
Rank in India

56

Traffic Report
Daily Unique Visitors:
Daily Pageviews:

89,750
738,500

Source: Alexa....
Engagement

Audience Demography

Source: Alexa.com
Audience Geography

Search Visits
21.60%

Source: Alexa.com
Keywords Cloud
Train 5
railway 5
passenger 3 booking 3
cris 3 fare 2

enquiry 4
availability 4
reservation 3
stations 3

B...
ADVERTISING
The digital commercialization of Indian railways website
COMPETITION
ixigo.com

indian-railways.rediff.com
cleartrip.com/trains
zoomtra.com/indian-railways
erail.in
railkhan.com
REVENUES
Google AdSense

Average daily page views : ~ 8,00,000
Annual views: ~ 29,20,00,000
Estimated earning : ~ 14,46,00...
RECOMMENDATIONS
AS OF TODAY…
FULL PAGE STATIC FRAME
ADVERTS
Model
~ 68% visit the home page directly

Therefore average unique visits : 68,000
average daily page views: 408000
Fixed ...
Revenue Projections
Year

Slots
2014
2015
2016
2017
2018
2019

Total

Amount in INR

52
60
60
70
75
80

FCP
total revenue
...
GO MOBILE
37% of PC users have switched to a smartphone or tablet to
browse the Internet
We would like to increase the eff...
Effective with clarity

•
•
•
•
•

Better user experience
Better visible
Track able
Rich media adverts
More effective for ...
Revenue Projections

PC Format (www.)
Mobile Compatible (m.)

% views on tab and
mobiles
30
30

Views
240000
240000

Total...
Cost
Monthly Cost 59,700/- Rs

Annual Cost 7,16,400/- Rs
Percentage of cost to revenue 4.13%










Unlimited M...
CAPTCHA

"Completely Automated Public Turing test to tell Computers and Humans Apart"
Model
Min. Billing

Rs. 40,000
Pricing
* Rs. 8 / captcha
1 captcha will deliver 10 impressions
Minimum booking 5000 captch...
Revenue Projections
Year

Captcha

Rates

Total Revenue Yearly Average

2014

20000

8

160,000

19,20,000

2015

22000

8...
Effective recall
On an average, on a relative basis, the type-ins increased
brand recall by 111%
Filters for captcha adver...
BOOKING CLASS BASED
TARGETING
Target pages:

Pnr Status
Seat availability
Fare enquiry
Train berth availability
Internatio...
Target Online Behaviour then
Re-target

Demographic

Geographic

Time-based

Targeting
consumers based
on: age, gender,
so...
CPC Based Costing
Cost Per Click costing method to be followed as these
brands will be looking for more engagement that aw...
Comparison
CPM : CPC

CPM
CPC

Amount in INR

Budget Impressions
1000
35,872
1000
35,872

Clicks
50
50

CTR
0.13
0.13

Rat...
Revenue Projections

Year

Clicks

CPC

Monthly
revenue

2014

20000

20

400000

48,00,000

2015

21000

20

420000

5040...
HINDI ADVERTS ON
HINDI VERSION
Connect better with the specific language speaking users

Language change made by choice
En...
HOME ICON
Increase inter page links using the home icon
More pixels dedicated to left side banner advert
TOTAL TURN AROUND
Particulars 2014
Full Page FC
Mobile traffic
Captcha
CPC (Segmented)
Interlink Impressions
Language spec...
VENDORS
THANK YOU
Questions
Indian Railways Website (advert revenue model)
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Indian Railways Website (advert revenue model)

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Indian Railways Website (advert revenue model)

  1. 1. WWW.INDIANRAIL.GOV.IN IR web por tal provides the single point access to all the relevant infor mation per taining to Indian Railways.
  2. 2. Global Rank 835 Rank in India 56 Traffic Report Daily Unique Visitors: Daily Pageviews: 89,750 738,500 Source: Alexa.com
  3. 3. Engagement Audience Demography Source: Alexa.com
  4. 4. Audience Geography Search Visits 21.60% Source: Alexa.com
  5. 5. Keywords Cloud Train 5 railway 5 passenger 3 booking 3 cris 3 fare 2 enquiry 4 availability 4 reservation 3 stations 3 Backlinks Counter: 24,60,000 Indexed Pages: 6,270 www.woorank.com
  6. 6. ADVERTISING The digital commercialization of Indian railways website
  7. 7. COMPETITION ixigo.com indian-railways.rediff.com cleartrip.com/trains zoomtra.com/indian-railways erail.in railkhan.com
  8. 8. REVENUES Google AdSense Average daily page views : ~ 8,00,000 Annual views: ~ 29,20,00,000 Estimated earning : ~ 14,46,00,000/- Rs Source: panasianbiz.com
  9. 9. RECOMMENDATIONS
  10. 10. AS OF TODAY…
  11. 11. FULL PAGE STATIC FRAME ADVERTS
  12. 12. Model ~ 68% visit the home page directly Therefore average unique visits : 68,000 average daily page views: 408000 Fixed cost pricing of 1 lakh Amount in INR
  13. 13. Revenue Projections Year Slots 2014 2015 2016 2017 2018 2019 Total Amount in INR 52 60 60 70 75 80 FCP total revenue 100000 5200000 100000 6000000 110000 6600000 120000 8400000 135000 10125000 150000 12000000 48325000 Source: panasianbiz.com
  14. 14. GO MOBILE 37% of PC users have switched to a smartphone or tablet to browse the Internet We would like to increase the effectives of the adverts shown to this 37% and counting Increased effectiveness equals better revenue Future roadmap to phase into the mobile app market Source: NPD Group
  15. 15. Effective with clarity • • • • • Better user experience Better visible Track able Rich media adverts More effective for CTR
  16. 16. Revenue Projections PC Format (www.) Mobile Compatible (m.) % views on tab and mobiles 30 30 Views 240000 240000 Total CPM revenue 50 12000 70 16800 Increase in Revenue by 40 % for the 30% views that go mobile Hence annual revenue for 2014 could increase from 14.46 Crores to ~ 16.1 Crores that’s a addition of 1.7352 Crores Amount in INR Source: anilbatra.com Media Ant
  17. 17. Cost Monthly Cost 59,700/- Rs Annual Cost 7,16,400/- Rs Percentage of cost to revenue 4.13%         Unlimited Mobile Page Views per Month Unlimited Users Adaptive Templating Responsive Image Optimization Mobile & Tablet Website Editor 24/7 Support Line Pro Training Session Service Level Agreement Source: mobify.com
  18. 18. CAPTCHA "Completely Automated Public Turing test to tell Computers and Humans Apart"
  19. 19. Model Min. Billing Rs. 40,000 Pricing * Rs. 8 / captcha 1 captcha will deliver 10 impressions Minimum booking 5000 captcha Average captcha on the IR site 20,000 More can be added to increase revenue Source: Media Ant
  20. 20. Revenue Projections Year Captcha Rates Total Revenue Yearly Average 2014 20000 8 160,000 19,20,000 2015 22000 8.25 181,500 21,78,000 2016 25000 8.7 217,500 2,610,000 2017 27000 9 243,000 2,916,000 2018 31000 9.4 291,400 3,496,800 2019 45000 10 450,000 5,400,000 Total Amount in INR 18,520,800 Source: alexa and Media Ant Indian enquire site compulsory captcha Refresh button
  21. 21. Effective recall On an average, on a relative basis, the type-ins increased brand recall by 111% Filters for captcha advertising, Geography (city level basis the IP address) Real time tracking of budget spent and performance Bypass ad block Source: The Department of Marketing, at The Wharton School
  22. 22. BOOKING CLASS BASED TARGETING Target pages: Pnr Status Seat availability Fare enquiry Train berth availability International tourists
  23. 23. Target Online Behaviour then Re-target Demographic Geographic Time-based Targeting consumers based on: age, gender, socioeconomic category and family status Targeting audiences in a given location: country, region, city Delivering advertising messages at relevant periods of the year or on relevant days for maximum impact Contextual Behavioral Placing the advertisement next to related content on the host website Targeting based on the past browsing behaviour, interests , types of purchases Retargeting/remessaging Advertising to prospective customers who showed interest in a product or abandoned during purchase Behavioral targeting increases conversion rates 8.5 folds* *Measuring the effectiveness of online advertising, PwC
  24. 24. CPC Based Costing Cost Per Click costing method to be followed as these brands will be looking for more engagement that awareness Example CPC: 50 Rs Impressions: 12000 Clicks : 10 Total cost: 500 Rs Source: anilbatra.com
  25. 25. Comparison CPM : CPC CPM CPC Amount in INR Budget Impressions 1000 35,872 1000 35,872 Clicks 50 50 CTR 0.13 0.13 Rates 30.3 20 Source: trak.in
  26. 26. Revenue Projections Year Clicks CPC Monthly revenue 2014 20000 20 400000 48,00,000 2015 21000 20 420000 5040000 2016 22000 21 462000 5544000 2017 24000 20 480000 5760000 2018 25000 23 575000 6900000 2019 30000 25 750000 9000000 Total unique views 1000000* 0.2 (CTR) Amount in INR Annual revenue 37044000
  27. 27. HINDI ADVERTS ON HINDI VERSION Connect better with the specific language speaking users Language change made by choice English adverts will not be received well Effective in delivering better CMP for the Hindi version site
  28. 28. HOME ICON Increase inter page links using the home icon More pixels dedicated to left side banner advert
  29. 29. TOTAL TURN AROUND Particulars 2014 Full Page FC Mobile traffic Captcha CPC (Segmented) Interlink Impressions Language specific Estimated additional revenue Current revenue Estimated Revenue growth Amount in INR Amount 5200000 17352000 1920000 4800000 1000000 2000000 32272000 144600000 22.32%
  30. 30. VENDORS
  31. 31. THANK YOU Questions

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