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APDMM04 : Digital advertising – terms & terminology
This document provides an overview of digital advertising terms and concepts. It begins with an introduction to the presenter and what will be covered in the session. The document then discusses the key concepts of paid, owned, and earned media and provides examples. It explores digital touchpoints like desktop, mobile, and tablets. Different types of websites and their statistics like unique users and page views are explained. The document outlines various digital advertising metrics around impressions, clicks, and conversion. It covers the different types of online advertisements such as display ads, video ads, and social media ads. Targeting options for ads like contextual, demographic, and behavioral targeting are explained. The document concludes with recommendations for making paid, owned, and earned media work together
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APDMM04 : Digital advertising – terms & terminology
- 1. DIGITAL ADVERTISING – TERMS& TERMINOLOGY Lets get the basics right
- 2. Who am I? 4years 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. What we willand wont cover Message Placement The scope of this session is to understand the placement choices, options and rationale, based on campaign objective & target group
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- 5. What you willlearn today • Types of websites • Website statistics • Media metrics • Types of ad properties
- 6. 161 mn Internet universein India – Comscore August 2013
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- 8. Paid-Owned-Earned Media Paid media All formsof 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. Can we getsome examples of POE @radhesen @DMTIindia Using #APDMM04
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- 12. TYPES OF WEBSITES& THE STATISTICS
- 13. Traditional media Daily newspaper Nichegenre magazines
- 14. In the digitalworld Web portal = GEC Niche website = Auto magazine
- 15. Understanding the Statistics– Reach Readers Viewers Unique users
- 16. Website / MobileMetrics 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. How do UU’s& PV’s work? 1st Page View
- 18. UU’s & PV’s 2ndPage View
- 19. UU’s & PV’s 3rdPage View
- 20. Sources of suchdata 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. How do youread 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. Trend spotting –reading data
- 23. Social media metrics Itain’t social if you’re not sharing it
- 24. Social media metricson owned data Page: Fans Posts: Likes, Comments, Shares Channel: Subscribers Videos: Video views
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- 26. Making Owned channelswork harder
- 27. Have you usedsocial buttons to connect to any brand on social media? @radhesen @DMTIindia Using #APDMM04
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- 30. What happens whenyou see an ad? Every time an ad loads, it counts as 1 impression
- 31. Interacting with thead When the user “clicks” on an ad, this is measured as a click
- 32. Clicks lead usersto advertiser’s website
- 33. Media Definitions Term Definition Ad impressions Anad 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. 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 happensto the remaining 99% of the impressions?
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- 36. How does itwork? Control Source: Millward Brown Exposed
- 37. How does itwork? 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. What can abrand 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. Do you thinkonline only ads help drive brand awareness? @radhesen @DMTIindia Using #APDMM04
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- 41. Evolution of paidmedia Content 90’s Display Advertising Search 00’s Search Engine Marketing Share 10’s Social Media Advertising
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- 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)
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- 52. Do we needtargeting options?
- 53. Targeting – theobjective of media planning Youth, 1824 Male, 25+ Female, 25+ New Nokia Lumia Renault Duster Surf Excel matic “no soak”
- 54. Types of targetingon 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. Contextual targeting Based on •Targeting based on context or keywords keywords
- 56. Contextual targeting bysite selection
- 57. Demographic targeting • Whereall do you remember having given your demographic details – age, gender, city, etc. willingly? Email Messenger Social networks
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- 59. Behavioral targeting • Worksbest for highly involved product or TG categories such as parenting, travel, automobiles • Behavioral targeting video: http://www.youtube.com/watch?v=WPfDN97lEQY
- 60. Targeting on themobile Handset Operating system Tablet More…
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- 62. Re-marketing – irritatingor compeling? @radhesen @DMTIindia Using #APDMM04
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- 65. Old Spice SuperBowl campaign 2010
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- 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. Please tweet yourfeedback on today’s session! @radhesen @DMTIindia Using #APDMM04
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Editor's Notes
- #42 Everything is better when your friends are there. Sharing is different now that it was two years ago