Digital advertising – terms & terminology

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digital media basics

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Digital advertising – terms & terminology

  1. 1. DIGITAL ADVERTISING –TERMS & TERMINOLOGYLets get the basics right
  2. 2. 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
  3. 3. What you will learn today• Types of websites• Website statistics• Media metrics• Types of ad properties
  4. 4. 130 mnInternet universe in India – Comscore September 2012
  5. 5. P-O-E FRAMEWORK
  6. 6. Paid-Owned-Earned Media Paid Owned Earnedmedia All forms of media Corporate / media advertising – TV official website, PR coverage ads, print ads, specific OOH, online ads microsite Social media pages – Social media – Sponsorships facebook, likes, shares, twitter, youtube, comments etc. Logo, Tagline, Communication assets – TVC’s, photos, print ads, etc
  7. 7. TYPES OF WEBSITES &THE STATISTICS
  8. 8. Traditional media Daily newspaper Niche genre magazines
  9. 9. In the digital world Web portal = GEC Niche website = Auto magazine
  10. 10. Understanding the Statistics – Reach Readers Unique users Viewers
  11. 11. Website / Mobile Metrics Term What does it stand for A unique user is an individual visitor to a Unique user Web site Occurs when a users browser requests a web page. A single page view may create Page View 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
  12. 12. How do UU’s & PV’s work? 1st Page View
  13. 13. UU’s & PV’s 2nd Page View
  14. 14. UU’s & PV’s 3rd Page View
  15. 15. Sources of such data Website owner - Unique users - Page views Web - Time spent Analytics tool - Which sections are more popular - Sources of traffic 3rd party audience measurement tools - Unique users - Page views Panel data - Time spent - Demographic data
  16. 16. How do you read the data? Average Total Unique Total Pages Total Minutes Website Pages per Visitors (000) Viewed (MM) (MM) Visitor 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 107Source: Comscore August 2012 data
  17. 17. Trend spotting – reading data
  18. 18. Social media metrics It ain’t social if you’re not sharing it
  19. 19. Social media metrics on owned data Channel:Page: Fans SubscribersPosts: Likes, Videos: Video viewsComments, Shares
  20. 20. Examples
  21. 21. Making Owned channels work harder
  22. 22. MEDIA METRICS
  23. 23. Internet Advertising Ad Ad
  24. 24. What happens when you see an ad? Every time an ad loads, it counts as 1 impression
  25. 25. Interacting with the ad When the user “clicks” on an ad, this is measured as a click
  26. 26. Clicks lead users to advertiser’s website
  27. 27. Media DefinitionsTerm Definition An ad impression is reported whenever an individual ad isAd impressions displayed on your website. Different ad formats will display varying numbers of adsClick A click is counted when a user clicks on an ad clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. Ad CTR = Clicks / Ad impressionsCTR For example, if your ad received 5 clicks out of 1000 ad impressions, your ad CTR would be .5%.
  28. 28. For example Booked Delivered Clicks CTRimpressions impressions 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?
  29. 29. Brand StudiesSource: Millward Brown
  30. 30. How does it work? Control ExposedSource: Millward Brown
  31. 31. How does it work? Did they see Do the results the campaign? indicate a difference? Exposed* Brand Awareness Have you heard of the following company offering YES this product? ∆ +8 47% 39% Control* NO Control Exposed * Both groups are random samples from the same population (they are statistically the same people)Source: Millward Brown
  32. 32. What can a brand study measure? Brand Metric Delta Shift Observation Unaided Brand Creatives did a good job aiding with Awareness recall Aided Brand Control Scores at 89, indicate already Awareness high level of awareness Online Ad Creatives did a good job here Awareness Message Stable, no significant shift Association Stable, no significant shift Brand Favorability Stable, no significant shift Purchase IntentSource: Millward Brown
  33. 33. TYPES OF INTERNET ADS
  34. 34. Evolution of paid media Content Search Share 90’s 00’s 10’s Display Search Engine Social MediaAdvertising Marketing Advertising
  35. 35. Standard ad units
  36. 36. Large format ads
  37. 37. Expandable ads
  38. 38. Skinning
  39. 39. Text ads
  40. 40. Video adsNote: Not actual page appearance. Background has been dimmed to highlight the ad.
  41. 41. Social media ads
  42. 42. Social Media Ads
  43. 43. 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 Pages 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)
  44. 44. TARGETING
  45. 45. Do we need targeting options?
  46. 46. Targeting – the objective of media planning Youth, 18- New Nokia color 24 accessories Male, 25+ Renault Escala Female, Surf Excel matic “no soak” 25+
  47. 47. Types of targeting on display advertising Contextual Demographic Behavioral Advertising Advertising to Advertising based on reach a based on user content being particular behavior online consumed e.g. demographic e.g car buyer samsung note TG e.g. female II ad on a 25+ technology site
  48. 48. Contextual targeting Based on• Targeting based on context or keywords keywords
  49. 49. Contextual targeting by site selection
  50. 50. Demographic targeting• Where all do you remember having given your demographic details – age, gender, city, etc. willingly? Email Messenger Social networks
  51. 51. Traditional demographic targeting
  52. 52. 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
  53. 53. Targeting on the mobile Handset Operating system Cell site More…
  54. 54. MAKING P-O-E WORK
  55. 55. Nike Fuel
  56. 56. Old Spice Super Bowl campaign 2010
  57. 57. Red Bull Stratos
  58. 58. Recommended reading• Mashable.com: best known for their infographics• Socialbakers.com: for social specific statistics• Youtube.com: search for video case studies• Your facebook timeline
  59. 59. THANK YOUwww.facebook.com/radhikarani

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