APDMM04 : Digital advertising – terms & terminology

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the first presentation used to train Digital Marketing students

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  • APDMM04 : Digital advertising – terms & terminology

    1. 1. DIGITAL ADVERTISING – TERMS & TERMINOLOGY Lets get the basics right
    2. 2. Who am I?     4 years in software testing (did no testing) 8 years in digital media – planning, buying, strategy Display+search+mobile+social+whatever comes next Currently head media at ibs  love taking pictures from my smartphone  Am famous for my vacations  Wannabe geek  Fiction junkie (completed a triology in 5 days in spite of 3 working days)  Addicted to self-improvement articles  Eat out a lot  Travel between cities frequently
    3. 3. 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
    4. 4. Questions and comments @radhesen @DMTIindia Using #APDMM04
    5. 5. What you will learn today • Types of websites • Website statistics • Media metrics • Types of ad properties
    6. 6. 161 mn Internet universe in India – Comscore August 2013
    7. 7. THE P-O-E FRAMEWORK
    8. 8. Paid-Owned-Earned Media Paid media All forms of advertising – TV ads, print ads, OOH, online ads Sponsorships Owned media Corporate / official website, specific microsite Social media pages – facebook, twitter, youtube, etc. Logo, Tagline, Communication assets – TVC’s, photos, print ads, etc Earned media PR coverage Social media – likes, shares, comments
    9. 9. Can we get some examples of POE @radhesen @DMTIindia Using #APDMM04
    10. 10. DIGITAL TOUCHPOINTS
    11. 11. 3 screens
    12. 12. TYPES OF WEBSITES & THE STATISTICS
    13. 13. Traditional media Daily newspaper Niche genre magazines
    14. 14. In the digital world Web portal = GEC Niche website = Auto magazine
    15. 15. Understanding the Statistics – Reach Readers Viewers Unique users
    16. 16. Website / Mobile Metrics Term Unique user Page View What does it stand for A unique user is an individual visitor to a Web site Occurs when a users browser requests a web page. A single page view may create 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
    17. 17. How do UU’s & PV’s work? 1st Page View
    18. 18. UU’s & PV’s 2nd Page View
    19. 19. UU’s & PV’s 3rd Page View
    20. 20. Sources of such data Website owner Web Analytics tool 3rd party audience measurement tools Panel data - Unique users Page views Time spent Which sections are more popular - Sources of traffic - Unique users Page views Time spent Demographic data
    21. 21. How do you read the data? Website Total Unique Visitors (000) Total Pages Viewed (MM) Average Pages per Visitor Total Minutes (MM) 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 2013 data
    22. 22. Trend spotting – reading data
    23. 23. Social media metrics It ain’t social if you’re not sharing it
    24. 24. Social media metrics on owned data Page: Fans Posts: Likes, Comments, Shares Channel: Subscribers Videos: Video views
    25. 25. Examples
    26. 26. Making Owned channels work harder
    27. 27. Have you used social buttons to connect to any brand on social media? @radhesen @DMTIindia Using #APDMM04
    28. 28. MEDIA METRICS
    29. 29. Internet Advertising Ad Ad
    30. 30. What happens when you see an ad? Every time an ad loads, it counts as 1 impression
    31. 31. Interacting with the ad When the user “clicks” on an ad, this is measured as a click
    32. 32. Clicks lead users to advertiser’s website
    33. 33. Media Definitions Term Definition Ad impressions An ad impression is reported whenever an individual ad is 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 CTR clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. Ad CTR = Clicks / Ad impressions For example, if your ad received 5 clicks out of 1000 ad impressions, your ad CTR would be .5%.
    34. 34. For example Booked impressions Delivered impressions Clicks CTR 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?
    35. 35. Brand Studies Source: Millward Brown
    36. 36. How does it work? Control Source: Millward Brown Exposed
    37. 37. How does it work? Did they see the campaign? Do the results indicate a difference? Exposed* YES Brand Awareness Have you heard of the following company offering this product? ∆ +8 47% 39% Control* NO Control * Both groups are random samples from the same population (they are statistically the same people) Source: Millward Brown Exposed
    38. 38. What can a brand study measure? Brand Metric Delta Shift Observation Unaided Brand Awareness Creatives did a good job aiding with recall Aided Brand Awareness Control Scores at 89, indicate already high level of awareness Online Ad Awareness Creatives did a good job here Message Association Stable, no significant shift Brand Favorability Purchase Intent Source: Millward Brown Stable, no significant shift Stable, no significant shift
    39. 39. Do you think online only ads help drive brand awareness? @radhesen @DMTIindia Using #APDMM04
    40. 40. TYPES OF INTERNET ADS
    41. 41. Evolution of paid media Content 90’s Display Advertising Search 00’s Search Engine Marketing Share 10’s Social Media Advertising
    42. 42. Standard ad units
    43. 43. Large format ads
    44. 44. Expandable ads
    45. 45. Skinning/ takeover
    46. 46. Text ads
    47. 47. Video ads
    48. 48. Social media ads
    49. 49. Social Media Ads
    50. 50. 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)
    51. 51. TARGETING
    52. 52. Do we need targeting options?
    53. 53. Targeting – the objective of media planning Youth, 1824 Male, 25+ Female, 25+ New Nokia Lumia Renault Duster Surf Excel matic “no soak”
    54. 54. Types of targeting on display advertising Contextual Advertising based on content being consumed e.g. samsung note II ad on a technology site Demographic Advertising to reach a particular demographic TG e.g. female 25+ Behavioral Advertising based on user behavior online e.g car buyer
    55. 55. Contextual targeting Based on • Targeting based on context or keywords keywords
    56. 56. Contextual targeting by site selection
    57. 57. Demographic targeting • Where all do you remember having given your demographic details – age, gender, city, etc. willingly? Email Messenger Social networks
    58. 58. Traditional demographic targeting
    59. 59. 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
    60. 60. Targeting on the mobile Handset Operating system Tablet More…
    61. 61. Remarketing
    62. 62. Re-marketing – irritating or compeling? @radhesen @DMTIindia Using #APDMM04
    63. 63. MAKING P-O-E WORK
    64. 64. Nike Fuel
    65. 65. Old Spice Super Bowl campaign 2010
    66. 66. Red Bull Stratos
    67. 67. Recommended reading • Mashable.com: best known for their infographics • Socialbakers.com: for social specific statistics • Business Insider : for latest tech updates and business analysis • Your twitter feed
    68. 68. Please tweet your feedback on today’s session! @radhesen @DMTIindia Using #APDMM04
    69. 69. THANK YOU www.twitter.com/radhesen

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