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Digital advertising – terms & terminology for FMCG


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Digital advertising – terms & terminology for FMCG

  1. 1. #basics 1
  2. 2. What will we cover• Types of websites• Website statistics• Media metrics• Types of ad properties• Online buying models• Targeting
  4. 4. Paid-Owned-Earned Media Paid Owned Earnedmedia media media All forms of advertising – TV Corporate / official PR coverage ads, print ads, OOH, online ads website, specific microsite Social media pages – Social media – Sponsorships facebook, twitter, youtube, etc. likes, shares, comments Logo, Tagline, Communication assets – TVC’s, photos, print ads, etc
  6. 6. Traditional media Daily newspaper Niche genre magazines
  7. 7. In the digital world Web portal = GEC Niche website = Auto magazine
  8. 8. Understanding the Statistics – Reach Readers Unique users Viewers
  9. 9. 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
  10. 10. How do UU’s & PV’s work? 1st Page View
  11. 11. UU’s & PV’s 2nd Page View
  12. 12. UU’s & PV’s 3rd Page View
  13. 13. 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
  14. 14. Trend spotting – reading data
  15. 15. Social media metrics It ain’t social if you’re not sharing it
  16. 16. Social media metrics on owned dataPage: Fans Channel:Posts: SubscribersLikes, Comments, Sh Videos: Video viewsares
  17. 17. Examples
  19. 19. Internet Advertising Ad Ad
  20. 20. What happens when you see an ad? Every time an ad loads, it counts as 1 impression
  21. 21. Interacting with the ad When the user “clicks” on an ad, this is measured as a click
  22. 22. Clicks lead users to advertiser’s website
  23. 23. 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%.
  25. 25. Evolution of paid media Browse Search Discover 90’s 00’s 10’s Display Search Engine Social MediaAdvertising Marketing Advertising
  26. 26. Standard ad units
  27. 27. Large format ads
  28. 28. Expandable ads
  29. 29. Video adsNote: Not actual page appearance. Background has been dimmed to highlight the ad.
  30. 30. Skinning
  31. 31. Impact – Logout
  32. 32. Text ads
  33. 33. Social media ads
  35. 35. Social Media Metrics Engagement
  36. 36. Social 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• Link Clicks – Number of link clicks• Link Click Rate – Link clicks/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.
  38. 38. What goes into the digital plan Target Group Touch points Communication Reach, targeting Budget Call to action
  39. 39. Planning for Web Where? How? Mass portals, Buy impressions Reach on CPM ad networks Specialty portals/ Buy impressions Niche interest on CPM, sponsorships sections Be there when Presence on SEO, SEMuser is looking for you Search engines Mass portals, CPC, CPL Leads / Acquisitions Ad networks, SEM
  40. 40. Buying terminology• CPM : Cost per 1000 impressions• CPC : Cost per click• CPL : Cost per Lead• CPA : Cost per action / acquisition
  41. 41. Basic formulaeWhen buying impressions,Cost = (impressions / 1000) x CPMWhen calculating performance of impressionsCTR = (clicks / impressions) x 100
  42. 42. Buying Models Allows planner to Measured in terms of CPM select best performing Clicks, CTR sites and placements Cannot select section Measured in terms of or placement. CPC actual deliveries and Auto-runs based on cost efficiency inventory availability Measured in terms of Suited for transaction / CPL / CPA sign-ups achieved, sign-up based campaigns cost efficiency However usually still Long-term brandingSponsorships measured in terms of initiatives Clicks, CTR
  43. 43. TARGETING
  44. 44. Do we need targeting options?
  45. 45. Targeting – the objective of media planning Youth, 18- New Nokia color 24 accessories Male, 25+ Renault Escala Surf Excel Female, 25+ matic “no soak”
  46. 46. 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
  47. 47. Contextual targeting Based on• Targeting based on context or keywords keywords
  48. 48. Contextual targeting by site selectionTechnology Website Gadget ad
  49. 49. Demographic targeting• Where all do you remember having given your demographic details – age, gender, city, etc. willingly? Email Messenger Social networks
  50. 50. Traditional demographic targeting
  51. 51. Behavioral targeting• Works best for highly involved product or TG categories such as parenting, travel, automobiles• Behavioral targeting video:
  52. 52. Targeting on the mobile Handset Operating system Cell site More…
  53. 53. #thankyou 53