Beauty and Hygiene products for Mothers (Both maternity and post maternity), Baby care products Digital Media Plan for Delhi NCR. Include options from Hotstar and popular parenting sites

1. www.TheMediaAnt.com
MEDIA BUYING MADE EASY

2. Client Brief
Product : Beauty and Hygiene products for Mothers (Both
maternity and post maternity), Baby care products
USP : 100% Natural , no chemicals
TG : Mothers - Mid Income and High Income
Geo - Delhi NCR
Media Selected - OTT and Website
Objective - Increase awareness of Moms Company to
drive the site traffic

3. Competition/Substitutes

4. Customer Profile
• Mother with kid(s) between 0 and 10 years of age
• Metro based
• Mid to High Income

5. Media Selected
• Hotstar
• Parenting Sites

6. Hotstar - Campaign Approach
Awareness + Performance
Variable Selection Criteria Recommendation
Ad Format • Adds trust to the brand
• Drives Traffic and minimizes
wastage (pay per click)
• Video for branding
• Native Ads
Targeting • Minimizes wastage • Users visiting Baby care section
on Flipkart
• Age targeting
• Gender Targeting
• Show Ads only to people who
have seen the video
Frequency • Recommended for a new brand • Frequency of 5 for the video
• Frequency of 1 for native
• Geography
Budget • Reaches 10% of the TG
• Women between age 30 & 40
years (5.5 Lakhs unique reach)
• 2 lakhs

7. Hotstar

8. Detailed Plan Hotstar
Platform Media Option Ad Type
Pricing
Unit
Net
Rate
Impressions Clicks CTR Frequency Reach
Traffic on
Site
Budget
Hotstar 20 Sec Video Video CPV 0.36 4,16,667 12,500 3.00% 5 83,333 2,500 1,50,000
Hotstar Native Ad Image CPC 15 3,33,333 3,333 0.20% 1 66,667 1,667 50,000

9. Parenting Sites & Audience Targeting
Seperate plans for Impact and Performance
• Parenting Sites - Use for Impact
– ParentsIndia.com
– Motherandbabyindia.com
– buzzingbubs.com
• Audience Targeting - Use for performance
– TinyStep FB Page
– People visiting sites like BabyCentre and other parenting sites
– People visiting school websites
– Proxy search terms (sample search terms)
• Kids School, Kids food, Dance Schools, Buying Diapers, Vaccination etc

10. Parenting Sites

11. Parenting Sites - Campaign Approach
Impact
Variable Selection Criteria Recommendation
Ad Format • Maximizes Reach
• Creates Impact
• Home Page Banner
Duration • Reach out to the audience at
least 5 times
• 3 Months Campaign
Budget • Rs 3 Lakhs/month for 3 sites

12. Detailed Plan
Impact
Platform Media Option
Ad
Type
Pricing
Unit
Net Rate
Impression
s
Clicks CTR
Frequenc
y
Reach
Traffic on
Site
Budget
ParentsIndia.com
Home Page
Banner Image Fixed Fee 1,00,000 24,00,000 15,600
0.65
% 5 4,80,000 10,920 3,00,000
Motherandbabyindia
.com
Home Page
Banner Image Fixed Fee 1,00,000 24,00,000 15,600
0.65
% 5 4,80,000 10,920 3,00,000
buzzingbubs.com
Home Page
Banner Image Fixed Fee 1,00,000 24,00,000 15,600
0.65
% 5 4,80,000 10,920 3,00,000

13. Audience Targeting - Campaign Approach
Performance
Variable Selection Criteria Recommendation
Ad Format • Maximizes Performance • Banner
Duration • Provides enough time for
optimization
• 1 Month minimum
Budget • Rs 1 Lakh/Month

14. Detailed Plan
Performance
Platform Media Option
Ad
Type
Pricing
Unit
Net Rate
Impression
s
Clicks CTR
Frequenc
y
Reach
Traffic on
Site
Budget
Audience Targeting Banner Image CPC 10 40,00,000 10,000
0.25
% 5 8,00,000 7,000 1,00,000

15. Plan Summary All
Platform Media Option Ad Type Pricing Unit Net Rate Impressions Clicks CTR Frequency Reach Traffic on Site Budget
Hotstar 20 Sec Video Video CPV 0.36 4,16,667 12,500 3.00% 5 83,333 2,500 1,50,000
Hotstar Native Ad Image CPC 15 3,33,333 3,333 0.20% 5 66,667 1,667 50,000
ParentsIndia.com Home Page Banner Image Fixed Fee 1,00,000 24,00,000 15,600 0.65% 5 4,80,000 10,920 3,00,000
Motherandbabyindia.com Home Page Banner Image Fixed Fee 1,00,000 24,00,000 15,600 0.65% 5 4,80,000 10,920 3,00,000
buzzingbubs.com Home Page Banner Image Fixed Fee 1,00,000 24,00,000 15,600 0.65% 5 4,80,000 10,920 3,00,000
Audience Targeting Banner Image CPC 10 40,00,000 10,000 0.25% 5 8,00,000 7,000 1,00,000
12,00,000

16. Next Steps
• Share plan feedback
• Finalize the budget for us to share a daily
calendar