The document provides information on digital advertising metrics and terminology in India. It includes statistics on internet and mobile users, as well as numbers related to the digital media industry. Various digital advertising channels like display, search, mobile, and social media are defined. Common metrics and terminology used in digital advertising planning and measurement are also explained, such as impressions, clicks, CTR, cookies, and ad unit sizes.
Location-based services use location and time data to provide services through mobile devices. Booking aggregators display results from multiple online travel agents (OTAs) and generate revenue from advertising and referral fees. Specialty portals contain customized resources for specific fields. OTAs offer planning and booking capabilities for travel. Last-minute booking apps provide discounted offers close to travel dates. Channel management allows changing rates across booking platforms. Direct bookings are made on hotel/airline websites without third parties.
This document summarizes the services provided by an advertiser for online media planning and measurement. They offer planning, optimization and monitoring of online campaigns, personalized recommendations, inventory optimization, web and content analytics, remarketing, audience profiling and measurement of branding impact, programmatic marketing and more across over 30 countries. The advertiser provides a holistic approach through strategic planning, media planning, implementation, reporting, optimization and post-campaign reporting to guide clients through the entire communication process.
The document provides an overview of the internet and interactive media. It discusses the history of the internet and how it has rapidly been adopted. It then covers various objectives and participants of the web, including providing information, additional communication, and sales. Finally, it discusses measuring the effectiveness of internet marketing and advertising, advantages and disadvantages, and additional interactive media like interactive TV and wireless.
When marketing becomes digital in tourism. The etourism-forum presents excellent opportunity to link marketing in tourism in digital scape by N.Christodoulidou
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
Location-based services use location and time data to provide services through mobile devices. Booking aggregators display results from multiple online travel agents (OTAs) and generate revenue from advertising and referral fees. Specialty portals contain customized resources for specific fields. OTAs offer planning and booking capabilities for travel. Last-minute booking apps provide discounted offers close to travel dates. Channel management allows changing rates across booking platforms. Direct bookings are made on hotel/airline websites without third parties.
This document summarizes the services provided by an advertiser for online media planning and measurement. They offer planning, optimization and monitoring of online campaigns, personalized recommendations, inventory optimization, web and content analytics, remarketing, audience profiling and measurement of branding impact, programmatic marketing and more across over 30 countries. The advertiser provides a holistic approach through strategic planning, media planning, implementation, reporting, optimization and post-campaign reporting to guide clients through the entire communication process.
The document provides an overview of the internet and interactive media. It discusses the history of the internet and how it has rapidly been adopted. It then covers various objectives and participants of the web, including providing information, additional communication, and sales. Finally, it discusses measuring the effectiveness of internet marketing and advertising, advantages and disadvantages, and additional interactive media like interactive TV and wireless.
When marketing becomes digital in tourism. The etourism-forum presents excellent opportunity to link marketing in tourism in digital scape by N.Christodoulidou
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
SoLoMo refers to social, local, and mobile technologies that combine geosocial networking and geolocation. These platforms allow users to check-in and share their locations, discover local businesses and events, and connect with other users nearby. Popular examples include Foursquare, Facebook Places, and Groupon, which businesses can use to target promotions at local customers, build loyalty, and increase sales. However, challenges remain in motivating large portions of the population to participate and addressing privacy concerns.
Precision Digital Marketing provides targeted digital advertising services across web, mobile, and social media. They offer geo-targeting to specific cities and regions, as well as advanced audience targeting based on demographics, behaviors, and site content. Their services include display advertising on a network of premium news sites, targeting ads to specific interest categories, and re-targeting ads to people who previously visited a client's website. They also offer mobile and social media advertising, and audio/video ads on platforms like YouTube, Pandora, and national TV networks.
Digital advertising terminology and options. The summary discusses types of websites and their statistics like unique users and page views. It also summarizes different types of internet ads like display, video and social media ads. Targeting options are discussed including contextual, demographic and behavioral targeting. Paid, owned and earned media frameworks are introduced.
An expert panel discussed how an holistic data plan can benefit businesses. They covered establishing a single customer data source, conducting a data audit, and determining the commercial value of customer data. Opportunities from a data plan include on-site behavioral targeting, off-site behavioral targeting, A/B testing, and multi-channel attribution to improve marketing across channels based on customer behavior. The discussion focused on how leveraging customer data through a comprehensive data strategy allows businesses to gain insights, continuously optimize marketing, and increase sales across online and offline channels.
This document provides an overview of digital marketing concepts including types of websites, metrics, advertising properties, and targeting. It discusses common website statistics like unique users and page views. It also outlines various social media metrics and how they are measured. The document reviews different online advertising buying models including CPM, CPC, CPL, and CPA. It concludes by describing methods for targeting audiences like contextually, demographically, and behaviorally.
Check out this presentation for an all-inclusive look at 2018 digital marketing trends, including the latest in email design, display advertising, social media advertising, and how to best leverage online data to boost marketing ROI.
Airbnb presentation - Paul Hayat (team3)Paul Hayat
- Airbnb is an online marketplace for people to list and book accommodations around the world. It was founded in 2008 and has grown significantly, now valued at $25.5 billion with over 2 million listings and 60 million users.
- Airbnb aims to increase its user base through search engine optimization, partnerships with companies like Virgin and American Express, and marketing strategies including paid search advertising and content optimization.
- While Airbnb has high user engagement, it faces challenges like legal issues over unauthorized listings, competition from other travel sites, and trust/image concerns that partnerships could help address. The document recommends ways Airbnb could boost rankings, referrals, loyalty and conversion rates.
The document provides an overview of mobile marketing strategies and trends. It discusses:
1) The types of mobile sites businesses can use and how businesses are currently using mobile marketing techniques like mobile websites, SMS, apps, and location-based marketing.
2) Steps for creating a mobile-friendly site, including prioritizing content, optimizing for speed and devices, and getting design help.
3) Examples of successful mobile marketing campaigns from companies like the American Red Cross, Heineken, and Westin hotels. Predictions that if businesses are not mobile, they will lose customers, and that mobile will continue growing in importance.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
Sensis Digital Advertising Overview & Opportunities - June 2011Sensis
Digital advertising is comprised of paid, owned, and earned media. Paid media includes search, display, and video ads. Owned media encompasses websites and social media channels. Earned media involves search engine optimization and influencer outreach. Emerging trends include the growth of tablets, cloud computing, location-based apps, and RFID mobile payments. Constant technological changes will continue opening new opportunities in digital advertising.
TMP Directional Marketing is the largest local search marketing agency with over 40 years of experience. It provides integrated print and online local search solutions including yellow pages advertising, search engine marketing, social media marketing, website development, and more. TMPDM helps businesses be found when consumers search for local businesses and services by managing listings and ads across multiple online and print media sources.
The document discusses how digital technologies are changing marketing and business communications. It describes how digital media like smartphones, tablets, and social media allow for more interactive relationships with customers and targeted marketing approaches. Various digital marketing strategies are explored like using social media, blogs, online videos, and more to engage with consumers and enhance customer service. Data collection from these interactive digital channels provides opportunities for customized marketing but must be done ethically and with customers' consent.
Smsc Dont Waste Time Online Strategy First.Pptx [Read Ocolbiz1st
This document provides strategies for using social media effectively in business. It discusses identifying needs and barriers, developing a research-based action plan, integrating online and offline communication, and evaluating results through meaningful measurement. Key elements include filling customer needs, creating ownership, fulfilling brand promises, and driving offline actions through online engagement. Case studies demonstrate using social media for innovation, customer service, and building expertise. Successful implementation requires resources, an authentic culture open to learning from failures, and clear goals tied to business objectives.
The document provides a marketing plan for a Hometripping Android app in India. It outlines opportunities in the hotel industry with the rise of online bookings and mobile usage. The app connects travelers with local hosts for affordable authentic stays. The plan details target consumers, collaborators, value propositions, and tactics like pricing, revenue streams, and communication channels. Implementation focuses on social media marketing, word of mouth, print ads, and regular app updates/incentives to gain users.
This document provides information about advertising on Facebook and Instagram. It discusses the types of ads available on each platform, including images, videos and carousels. It also outlines the targeting and budget options, as well as objectives that can be achieved through ads like awareness, traffic, and conversions. Examples are given of companies that successfully used Facebook and Instagram ads, including a cupcake shop that generated more sales and a gaming company that increased app installs through optimized ad formats. The minimum daily budgets to advertise are Rs. 40 on Facebook and Rs. 40 on Instagram.
The document proposes using AXSES products and services to help Caribbean tourism organizations and destinations increase direct bookings and marketing through knowledge engineering. This includes providing a booking engine, website management, advertising tools and a booking portal for Dominica called BookingsDominica.com. Suppliers gain control over branding and direct sales while travelers benefit from an integrated shopping experience.
This document provides an overview of online advertising formats and strategies. It discusses cost-per-impression, cost-per-click, and cost-per-action buying formats. It also covers direct publisher buying, mass and niche network buying, and self-served platform buying. Additionally, it outlines tactics like geo-targeting, weather-triggered targeting, behavioural targeting, paid search, online video, paid social media, mobile advertising, and cross-platform opportunities. Real-time bidding is introduced as a data-driven programmatic solution.
Priceline acquired Kayak for $1.8 billion in a deal announced in late 2012. This was Priceline's largest acquisition to date and aimed to capture more of the online travel consumer market. The acquisition allowed Priceline to eliminate a potential competitor, expand its role in the travel value chain, and increase conversion rates from travel searches to bookings. A financial analysis valued Kayak at $1.2 billion based on projections for its advertising revenues and hotel booking referral fees through 2019.
The document proposes a collaborative marketing knowledge engineering platform called AXSES that offers various online tools and services. It introduces AXSES' products like the arcRes booking engine, marketing and management tools. It establishes the advantages of using AXSES like low costs, easy use, destination and supplier branding, and increased direct sales and bookings.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
This document summarizes a presentation about paid per click (PPC) advertising. The presentation includes an introduction to Google AdWords and networks like the Search and Display Networks. It covers setting up AdWords accounts and campaigns with keywords, ads, and advanced settings. Future developments mentioned include a new combined paid and organic report in AdWords and additional ad extensions. The outline indicates the presentation will include workshops on keyword planning and advanced AdWords settings.
SoLoMo refers to social, local, and mobile technologies that combine geosocial networking and geolocation. These platforms allow users to check-in and share their locations, discover local businesses and events, and connect with other users nearby. Popular examples include Foursquare, Facebook Places, and Groupon, which businesses can use to target promotions at local customers, build loyalty, and increase sales. However, challenges remain in motivating large portions of the population to participate and addressing privacy concerns.
Precision Digital Marketing provides targeted digital advertising services across web, mobile, and social media. They offer geo-targeting to specific cities and regions, as well as advanced audience targeting based on demographics, behaviors, and site content. Their services include display advertising on a network of premium news sites, targeting ads to specific interest categories, and re-targeting ads to people who previously visited a client's website. They also offer mobile and social media advertising, and audio/video ads on platforms like YouTube, Pandora, and national TV networks.
Digital advertising terminology and options. The summary discusses types of websites and their statistics like unique users and page views. It also summarizes different types of internet ads like display, video and social media ads. Targeting options are discussed including contextual, demographic and behavioral targeting. Paid, owned and earned media frameworks are introduced.
An expert panel discussed how an holistic data plan can benefit businesses. They covered establishing a single customer data source, conducting a data audit, and determining the commercial value of customer data. Opportunities from a data plan include on-site behavioral targeting, off-site behavioral targeting, A/B testing, and multi-channel attribution to improve marketing across channels based on customer behavior. The discussion focused on how leveraging customer data through a comprehensive data strategy allows businesses to gain insights, continuously optimize marketing, and increase sales across online and offline channels.
This document provides an overview of digital marketing concepts including types of websites, metrics, advertising properties, and targeting. It discusses common website statistics like unique users and page views. It also outlines various social media metrics and how they are measured. The document reviews different online advertising buying models including CPM, CPC, CPL, and CPA. It concludes by describing methods for targeting audiences like contextually, demographically, and behaviorally.
Check out this presentation for an all-inclusive look at 2018 digital marketing trends, including the latest in email design, display advertising, social media advertising, and how to best leverage online data to boost marketing ROI.
Airbnb presentation - Paul Hayat (team3)Paul Hayat
- Airbnb is an online marketplace for people to list and book accommodations around the world. It was founded in 2008 and has grown significantly, now valued at $25.5 billion with over 2 million listings and 60 million users.
- Airbnb aims to increase its user base through search engine optimization, partnerships with companies like Virgin and American Express, and marketing strategies including paid search advertising and content optimization.
- While Airbnb has high user engagement, it faces challenges like legal issues over unauthorized listings, competition from other travel sites, and trust/image concerns that partnerships could help address. The document recommends ways Airbnb could boost rankings, referrals, loyalty and conversion rates.
The document provides an overview of mobile marketing strategies and trends. It discusses:
1) The types of mobile sites businesses can use and how businesses are currently using mobile marketing techniques like mobile websites, SMS, apps, and location-based marketing.
2) Steps for creating a mobile-friendly site, including prioritizing content, optimizing for speed and devices, and getting design help.
3) Examples of successful mobile marketing campaigns from companies like the American Red Cross, Heineken, and Westin hotels. Predictions that if businesses are not mobile, they will lose customers, and that mobile will continue growing in importance.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
Sensis Digital Advertising Overview & Opportunities - June 2011Sensis
Digital advertising is comprised of paid, owned, and earned media. Paid media includes search, display, and video ads. Owned media encompasses websites and social media channels. Earned media involves search engine optimization and influencer outreach. Emerging trends include the growth of tablets, cloud computing, location-based apps, and RFID mobile payments. Constant technological changes will continue opening new opportunities in digital advertising.
TMP Directional Marketing is the largest local search marketing agency with over 40 years of experience. It provides integrated print and online local search solutions including yellow pages advertising, search engine marketing, social media marketing, website development, and more. TMPDM helps businesses be found when consumers search for local businesses and services by managing listings and ads across multiple online and print media sources.
The document discusses how digital technologies are changing marketing and business communications. It describes how digital media like smartphones, tablets, and social media allow for more interactive relationships with customers and targeted marketing approaches. Various digital marketing strategies are explored like using social media, blogs, online videos, and more to engage with consumers and enhance customer service. Data collection from these interactive digital channels provides opportunities for customized marketing but must be done ethically and with customers' consent.
Smsc Dont Waste Time Online Strategy First.Pptx [Read Ocolbiz1st
This document provides strategies for using social media effectively in business. It discusses identifying needs and barriers, developing a research-based action plan, integrating online and offline communication, and evaluating results through meaningful measurement. Key elements include filling customer needs, creating ownership, fulfilling brand promises, and driving offline actions through online engagement. Case studies demonstrate using social media for innovation, customer service, and building expertise. Successful implementation requires resources, an authentic culture open to learning from failures, and clear goals tied to business objectives.
The document provides a marketing plan for a Hometripping Android app in India. It outlines opportunities in the hotel industry with the rise of online bookings and mobile usage. The app connects travelers with local hosts for affordable authentic stays. The plan details target consumers, collaborators, value propositions, and tactics like pricing, revenue streams, and communication channels. Implementation focuses on social media marketing, word of mouth, print ads, and regular app updates/incentives to gain users.
This document provides information about advertising on Facebook and Instagram. It discusses the types of ads available on each platform, including images, videos and carousels. It also outlines the targeting and budget options, as well as objectives that can be achieved through ads like awareness, traffic, and conversions. Examples are given of companies that successfully used Facebook and Instagram ads, including a cupcake shop that generated more sales and a gaming company that increased app installs through optimized ad formats. The minimum daily budgets to advertise are Rs. 40 on Facebook and Rs. 40 on Instagram.
The document proposes using AXSES products and services to help Caribbean tourism organizations and destinations increase direct bookings and marketing through knowledge engineering. This includes providing a booking engine, website management, advertising tools and a booking portal for Dominica called BookingsDominica.com. Suppliers gain control over branding and direct sales while travelers benefit from an integrated shopping experience.
This document provides an overview of online advertising formats and strategies. It discusses cost-per-impression, cost-per-click, and cost-per-action buying formats. It also covers direct publisher buying, mass and niche network buying, and self-served platform buying. Additionally, it outlines tactics like geo-targeting, weather-triggered targeting, behavioural targeting, paid search, online video, paid social media, mobile advertising, and cross-platform opportunities. Real-time bidding is introduced as a data-driven programmatic solution.
Priceline acquired Kayak for $1.8 billion in a deal announced in late 2012. This was Priceline's largest acquisition to date and aimed to capture more of the online travel consumer market. The acquisition allowed Priceline to eliminate a potential competitor, expand its role in the travel value chain, and increase conversion rates from travel searches to bookings. A financial analysis valued Kayak at $1.2 billion based on projections for its advertising revenues and hotel booking referral fees through 2019.
The document proposes a collaborative marketing knowledge engineering platform called AXSES that offers various online tools and services. It introduces AXSES' products like the arcRes booking engine, marketing and management tools. It establishes the advantages of using AXSES like low costs, easy use, destination and supplier branding, and increased direct sales and bookings.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
This document summarizes a presentation about paid per click (PPC) advertising. The presentation includes an introduction to Google AdWords and networks like the Search and Display Networks. It covers setting up AdWords accounts and campaigns with keywords, ads, and advanced settings. Future developments mentioned include a new combined paid and organic report in AdWords and additional ad extensions. The outline indicates the presentation will include workshops on keyword planning and advanced AdWords settings.
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
This document discusses how to get the most value from search engine advertising (SEA) campaigns through the use of web analytics. It outlines different levels ("belts") of analytics sophistication, from basic tracking and optimization to more advanced customer-level analysis. Higher belts involve calculating customer acquisition costs, optimizing bids based on ROI rather than clicks, and using cohort analysis to understand customer purchasing behavior and impacts of marketing spend over time. The document advocates moving beyond session-based metrics to integrate customer data and take a multi-channel view to keep up with changing customer behaviors.
Atlas Ad-Serving Server - Advertising at scale at FacebookTrieu Nguyen
Facebook's Atlas is an ad server that also allows ad buyers to measure, target, and optimize digital and mobile ads across digital (i.e., not just on Facebook). Atlas operates separately from Facebook, does not access personal information from the social network or share marketing data with Facebook.
This document provides an overview of using Google Adwords and Analytics for startups and small businesses. It discusses creating an Adwords strategy including determining goals, budget, and keyword research. It then covers setting up Adwords campaigns and ad groups. The document also reviews setting up and using Google Analytics to measure key metrics like audience, acquisitions, and goals conversion rates.
This document provides an overview of key concepts in e-commerce marketing, including social media marketing, mobile marketing, and local marketing. It discusses models of online consumer behavior and decision-making processes. It also outlines various digital marketing strategies and tools such as search engine optimization, display ads, email marketing, social media marketing on platforms like Twitter and blogs, viral marketing, mobile marketing, app marketing, and local marketing strategies like geotargeting. Finally, it touches on concepts like multi-channel marketing, customer retention, personalization, and net pricing strategies.
Programmatic advertising has evolved to become more complex, with multiple parties involved in the buying and selling of digital ads. New targeting techniques allow for more precise audience targeting using first, second, and third party data sources. Effective content marketing now relies on tactics like native advertising, video, social media, search marketing, and retargeting to engage audiences across multiple devices and environments. Success requires analyzing both online and real-world metrics to measure downstream engagement and conversions from digital campaigns.
The document discusses the changing landscape of digital advertising. Traditional one-way advertising is becoming less effective as customers become smarter and more demanding. Digital advertising allows for two-way communication, customization, and measurable feedback. New media platforms like MySpace, YouTube, Revver, Google AdSense, and Microsoft AdCenter allow advertisers to integrate their messages through engaging formats. These platforms provide new opportunities for viral, personalized advertising through social networking sites and user-generated content.
The document provides an overview of digital marketing and advertising. It discusses goal identification, performance measurement, common digital marketing formats like search, display, mobile and email. It also covers digital marketing tactics such as intent-based marketing, location-based marketing, retargeting and native ads. The document concludes with sections on execution, which involves choosing the right formats and tactics to meet goals, and optimization to improve campaign performance.
MaxAxion is a specialist, performance focused digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising. For more info check out our website at:
http://maxaxion.co.za
For sales contact Shauna Carter on:
Shauna@maxaxion.co.za
Entrepreneurship and Commerce in IT - 14 - Web Marketing CommunicationsSachintha Gunasena
The document discusses various topics related to online marketing communications. It describes different types of online advertising such as email marketing, search engine marketing, display advertising, mobile advertising, and affiliate marketing. It also discusses how tools like websites can be used for marketing communications through features like online ordering, live chat, and blogs. Finally, it covers the benefits of online marketing like reduced costs, measurability, and targeting capabilities, as well as factors that influence the cost of online advertising.
This document provides an overview of best practices for developing a digital media campaign, including establishing a strategy, selecting channels, creative examples, planning processes, cost structures, and analyzing results. The presenter has over 20 years of experience in traditional and digital media and will cover topics like developing targeted audiences, choosing display, video, mobile and social channels, sample creative assets, and metrics for tracking a campaign's success.
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...Cristal Events
The document discusses invalid traffic (IVT) and viewability in online advertising. It defines viewability as ads appearing within the visible space of a browser window. Both static and dynamic factors are considered in viewability measurements. IVT includes traffic from generators, unwanted ads from plugins/injectors, unseen ads like popunders, and misrepresented ad placements. Detection requires diverse telemetry from tags, panels, crawlers and honeypots. Filters are developed to identify IVT signals. Q1 2016 data showed regional IVT levels ranging from 1-5% and in-view rates for display/video around 30-60%. Addressing IVT requires understanding evolving threats and tools for detection, mitigation, and decision support.
INT2016 Keynote - Paul Barford (comScore) - Invalid Traffic & Viewability: wh...IAB Europe
The document discusses invalid traffic (IVT) and viewability in online advertising. It defines viewability as ads appearing within the visible space of a browser window. Both static and dynamic factors are considered in viewability measurements. IVT includes traffic from generators, unwanted ads from plugins/injectors, unseen ads like popunders, and misrepresented ad placements. Detection requires diverse telemetry from tags, panels, crawlers and honeypots. Filters are developed to identify IVT signals. Q1 2016 data showed regional IVT levels ranging from 1-5% and in-view rates for display/video around 30-60%. Addressing IVT requires understanding evolving threats and tools for detection, mitigation, and decision support.
This document provides an overview of online advertising. It defines online advertising as using the internet to deliver promotional marketing messages to consumers. Some key points made include:
- Online advertising is more effective and less expensive than traditional media. It allows targeting specific audiences.
- The main types of online advertising are contextual, semantic, and behavioral advertising.
- Payment for online ads is usually based on cost per click (CPC), cost per thousand impressions (CPM), or cost per acquisition (CPA).
- The online advertising ecosystem involves advertisers, publishers, ad exchanges, and various technology platforms to deliver and track ads.
This document provides an introduction to digital media and the internet. It discusses how businesses can acquire customers online through search engine optimization, search engine marketing, digital advertising, and social media. Specific topics covered include how search engines work, the benefits of digital advertising like targeting and measurement, types of internet ads like banners and display ads, and how major social media platforms can help generate business leads. The document also discusses concepts like cookies, measurement metrics, and how customer retention is important online.
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
This document provides an overview of digital marketing strategies and key performance indicators (KPIs). It discusses various paid, owned, and earned media channels that comprise the digital marketing ecosystem. It defines common KPIs like impressions, click-through rate, conversion rate, and explains how to measure audience reach and engagement. The document also outlines tools for planning, optimization, and analyzing digital marketing campaigns. Overall, the summary provides a high-level introduction to developing and evaluating multi-channel digital marketing strategies.
1310 omma mobile sponsored lunch grey stripeMediaPost
The document summarizes Greystripe's mobile advertising network capabilities. Greystripe provides (1) advanced targeting using proprietary data on 212 million profiles, (2) engaging ad formats like interactive full-screen ads, (3) cross-platform reach across devices and platforms, and (4) custom creative services. It positions Greystripe as the leading mobile ad network that delivers measurable results through its solutions and customer-focused approach.
The document discusses advanced online marketing strategies for small businesses. It defines marketing and outlines key business objectives like speed to revenue, profits, and cash flow. It then covers important online marketing platforms like websites, email, banners, search engine optimization, and social media. It emphasizes the importance of quality content, credibility, focusing on the customer experience, and optimizing conversion metrics. Specific tactics are provided for each platform, and metrics for measuring online marketing success are presented.
This document discusses the need for improved online video measurement and analytics. It outlines current reporting practices that vary widely across platforms and providers. The document proposes a "roadmap" for standardizing key metrics that should be reported, as well as "nice to have" and "dream to have" additional metrics. Examples are provided of best-in-class reporting deliverables, including dashboards, site-side reporting, and syndicated monthly video metrics. The goal is to provide consistent and comprehensive analytics to help digital media buyers.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
The document discusses the history and evolution of digital advertising, from early static web banners in the 1990s to today's more interactive ads across various online platforms. It notes that advertisers have always followed consumer trends and technologies to reach target audiences. The second part provides an example digital media plan for a Baltimore client, with the objective of raising awareness for their services. The proposed strategy focuses advertising spending across Google search, display banners, retargeting, mobile apps, and social media to target local adults aged 35-54.
Similar to Afaqs! campus display and search engine marketing june 21 ( rp singh) (20)
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc
How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
This webinar will review:
- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
- The top challenges for privacy leaders, practitioners, and organizations in 2024
- Key themes to consider in developing and maintaining your privacy program
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Afaqs! campus display and search engine marketing june 21 ( rp singh)
1. Some
numbers
• 130
million
Internet
users
• 900
million
Mobile
subscribers
• 150
million
GPRS
users
• 45
million
Facebook
users
(2nd
in
the
world)
• 2,500
crore
Digital
Media
Industry
• 76%
of
Indian
Internet
users
spend
more
Lme
online
than
watching
TV
3. Display
AIDA
Search
DA
Mobile
AA
Social
WoM,
I
Role
of
each
Digital
Vehicle?
A:
Awareness
I:
Interest
D:
Desire
A:
AcLon
4. Page
Impression/view
One
full
download
of
a
web
page
by
a
user.
An
ad
impression
is
a
single
instance
of
an
online
ad
being
displayed
on
a
page.
5
ad
impressions
Jargon
Buster
5. Cookies
• A
Lny
parcel
of
text
dropped
on
your
computer’s
hard
drive
by
a
web
site’s
server
–
dropped
by
the
site
or
the
adverLser’s
ad
serving
system.
• Cookies
allow
a
server
to
store
informaLon
on
a
user's
computer
and
later
retrieve
it.
• A
server
can
only
receive
the
data
it
has
stored
on
your
computer.
It
cannot
look
at
any
other
cookie,
nor
anything
else
on
your
computer.
Jargon
Buster
6. • Unique
Browser
– Unique
browsers
are
counted
by
cookies
dropped
when
visitors
visit
a
parLcular
site
–
counLng
period
set
by
the
site
e.g.
one
month
• CTR
– Click
Through
Rate
=
Clicks/Impressions*100
Jargon
Buster
7. Buying
Currencies
Delivery
Based
• CPM
Cost
Per
Millet
(Thousand)
impressions
• Sponsor
All
ad
impressions
on
a
web
page
(e.g.
roadblock)
Performance
Based
• CPC
Cost
Per
Click
• CPL
Cost
Per
Lead
• CPA
Cost
Per
AcLon/AcquisiLon
• CPV
Cost
Per
View
Jargon
Buster
8. Two
types
of
Placements
• Home
page
– Inventory
available
only
on
Home
Page
of
a
website
• ROS
(Run
of
Site)
– All
inventory
apart
from
the
homepage
inventory
across
inside
pages
9. Basic
types
• Banners
– StaLc
– Animated
– Rich
Media
with/without
video
• Text
Links
• Video
Ad
units
• Emailers
or
eDMs
• Sponsorship
10. What
does
468
x
60
mean?
468
x
60
refers
to
pixels
A
pixel
is
the
smallest
unit
of
colour
used
to
make
up
images
on
a
screen
First
ever
banner
ad:
October
27,
1994
468
pixels
wide
60
pixels
deep
11. Get
Brief
/
Research
Develop
Strategy,
approved
by
Client
Brief
Media
Reps
Go
over
responses,
negoLate,
create
Media
Plan
Present
Media
Plan
to
client
Get
Sign
off
CreaLve
Specs
to
CreaLve
Agency
Produce
&
Upload
CreaLve
Tag
&
Traffic
Campaign
Go
Live!
Report
&
OpLmise
1
2
3
4
5
6
7
8
The
Display
Planning
Process
12. comScore
&
Vizisense
+
Loads
of
past
experience*
*In
case
of
agencies
What
are
the
planning
tools
used
to
research
the
target
audience?
13. Who
do
you
buy
display
adverLsing
from?
• Publisher
Reps
–
Direct
– Horizontals:
Yahoo,
MSN,
Rediff
– VerLcals:
Cricinfo,
Moneycontrol
• Independent
Reps
–
Direct
– AIDEM,
Publicitas
• Ad
Networks
– Tribal
Fusion,
Google,
Ozone
Emerging…
• DSP
(Demand
Side
Plaoorms)
14. NegoLated
Automated
Premium
Inventory
Secondary
Premium
Remnant
Inventory
D
I
R
E
C
T
N
E
T
W
O
R
K
S
D
S
P
Agencies/Adver?sers
The
Publisher’s
Media
Inventory
•
Publishers
Rep
•
Independent
Reps
15. How
do
you
select
a
site?
• Unique
visitors,
Registered
Users
• Pageviews
• Time
spent
• Cost
• Technology
support
– Third
party
ad
serving
– CreaLve
flexibility
• Past
experience
• Lead
Lme
• Personal
RelaLonships
J
16. What’s
an
Ad
Network?
“A
collecLon
of
small
to
medium-‐sized
sites
coupled
with
remnant
inventory
from
larger
publishers.
Networks
have
a
unifying
back-‐end
technology
that
allows
for
ad
serving,
targeLng
&
opLmisaLon
across
their
enLre
network."
18. If
I
buy
through
an
Ad
Network,
do
I
know
where
my
ads
will
appear?
• It
depends
on
the
network
• Some
networks
operate
blind,
meaning
an
adverLser
doesn't
know
where
its
ads
will
appear
• Some
networks
allow
you
to
cherry-‐pick
specific
sites
or
category
of
sites
you
want
to
avoid
• All
networks
allow
you
to
specify
category
of
sites
20. CREATIVE
3rd
Party
Ad
Server
Ad
serving
–
how
it
works
TRAFFIC
SHEET
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
21. • Online
ReporLng
&
Mgnt.
•
OpLmisaLon
Ad
Serving
Server
Ad
Serving
Interface
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
Publisher/
Network
Server
22. TargeLng
opLons
Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
Demographics:
Sites
with
users
of
the
desired
gender,
age,
HHI,
educaLon
etc.
are
idenLfied
with
media
planning
tools
e.g.
comScore
or
Vizisense
23. TargeLng
opLons
Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
CONTEXTUAL:
Aligning
ads
with
contextually
relevant
areas
of
a
web
site
25. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
PROFILING:
Target
user-‐reported
profile
data
via
logged-‐in
environments
e.g.
Yahoo
Messenger,
Hotmail,
Rediffmail
TargeLng
opLons
26. General
Profile
•
Age
•
Gender
•
Lifestyle
info
•
Marital
status
•
Income
•
EducaLon
•
Religion
•
Weight
/
Height
Enthusiast
Data
•
Auto
•
Consumer
Electronics
•
Fashion
•
Games
•
Health,
Wellness,
Fitness
•
Movies
•
Music
•
Personal
Finance
•
Sports
•
Travel
Geography
•
Country
•
State
•
Regional
•
Metro
•
Suburb
Profile
targeLng
–
user-‐reported
data
via
logged-‐in
environments
30. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
BEHAVIOURAL
(high
funnel):
target
a
profile
based
on
past
online
acLvity
•
On-‐site
•
On-‐network
DEMOGRAPHIC
CONTEXTUAL
GEOGRAPHIC
PROFILING
BEHAVIOURAL
(low
funnel):
target
a
profile
based
on
past
online
acLvity
•
Site
Re-‐targeLng
TargeLng
opLons
31. Awareness/Engagement
ConsideraLon
Purchase/
Purchase
Intent
BEHAVIOURAL
(high
funnel):
target
a
profile
based
on
past
online
acLvity
•
On-‐site
•
On-‐network
DEMOGRAPHIC
CONTEXTUAL
GEOGRAPHIC
PROFILING
BEHAVIOURAL
(low
funnel):
target
a
profile
based
on
past
online
acLvity
•
Site
Re-‐targeLng
•
Intent
Re-‐targeLng
TargeLng
opLons
32. Intent
Re-‐targeLng
‘intent’
is
subject
to
definiLon
• Defined
by
the
Site
using
on-‐site
intent
re-‐targeLng
• Defined
by
the
Ad
Network
offering
on-‐network
intent
re-‐targeLng
33. Benefits
of
Behavioural
TargeLng?
• Increase
the
reach
of
desired
audience
segments
outside
of
contextual
placements
• Reach
your
audience
in
a
cluyer
free
environment,
potenLal
for
high
impact
• Offers
cost
effecLve
efficiency
to
overall
media
campaign
• Improves
conversion,
especially
‘Low
funnel’
behavioural
targeLng
34. OpLmizaLon
• Media
– Website
– SecLon
– Placement
– CreaLve
– Ad
unit
– DuraLon
– Timing
of
delivery
• Website
– Technology
• Flash
vs
HTML
– Content
– User
journey
– Cross
linking
– Call
to
AcLon
35. Where
do
people
look?
23%
8.7%
77%
PAGE
1
PAGE
2
PAGE
3
OTHERS
Source:
iProspect
2007
36. Paid
Search
AdverLsing
Pay
on
a
cost
per
click
basis,
therefore
do
not
pay
for
impressions.
Can’t
buy
your
way
to
the
top
–
affected
by
CPC
bid
x
quality
score.
37. Max
CPC
Quality
Score
Paid
Ads
How
does
Google
rank
paid
ads?
38. • CTR:
– The
historical
click-‐through
rate
(CTR)
of
the
ad
– Your
CTR
account
history,
which
is
measured
by
the
CTR
of
all
the
ads
and
keywords
in
your
account
• Ad
Text
Relevance:
– The
relevance
of
the
keyword
and
ad
to
the
search
query
– The
relevance
of
the
keyword
to
the
ads
in
the
AdGroup
• Landing
Page
Relevance
&
Experience:
– Quality
of
your
landing
page
– Landing
page
load
Lme
• Other
relevance
factors
The
Quality
Score
(score
out
of
10)
is
determined
by:
Quality
Score
The
Higher
your
Quality
Score
the
Lower
The
Price
You
will
Pay
per
Click
How
does
Google
rank
paid
ads?
39. Actual
CPC
• The
minimum
amount
needed
to
maintain
a
rank
number
higher
than
the
ad
immediately
below
it.
(1c
more
than
your
next
nearest
compeLtor)
•
Your
actual
CPC
is
usually
less
than
the
Maximum
CPC
you
bid
•
It
is
possible
for
an
adverLser
to
appear
above
a
compeLtor
and
pay
less
than
they
do.
40. When
you
adverLse
on
Google
your
ads
show
here:
• On
Google
• On
Google’s
Search
Partners
• On
the
Google
AdSence
Content
Network
(e.g.
Gmail,
Fairfax
and
niche
sites)
1
2
3
45. Match
Type
How
it’s
entered:
The
ad
will
show
when:
The
ad
will
show
when
the
user
types
the
following
for
example:
BROAD
Caribbean
Cruise
All
words
containing
this
word
or
combinaLon
of
words
in
any
order
is
used
as
the
query
Caribbean
Holiday
Cruises
Cruise
holiday
in
the
Caribbean
PHRASE
“Caribbean
Cruise”
Keywords
are
typed
in
the
exact
order
specified.
But
have
other
words
before
or
a|er
Cheap
Caribbean
Cruise
Caribbean
Cruise
Deals
Luxury
Caribbean
Cruise
EXACT
Caribbean
Cruise
Keywords
must
be
only
and
exactly
what
the
user
types
in
Caribbean
Cruise
NEGATIVE
-‐Tom
Ads
will
not
appear
when
this
search
term
is
entered
in
the
query
Ads
will
NOT
show
if
someone
types:
Tom
Cruise
Keyword
Matching
OpLons
46. hyp://services.google.com/awp/en_us/breeze/7338/index.html
Google
Editorial
Policy
Tutorial:
Google
monitors:
-‐
Editorial
&
Format
(style
and
technical
requirements
for
your
ad
text
and
keywords)
-‐
Content
(what
you
can
and
can't
adverDse
or
promote)
-‐
Link
(guidelines
for
your
URLs
and
the
website
you're
adverDsing)
49. ConLnuous
Test/Learn
Test
Mul?ple
Ads
Simultaneously
• Always
test
2
(or
more)
ads
simultaneously
–
an
A/B
split
test.
• Find
out
which
one
produces
the
higher
CTR
and
ulLmate
conversion
goal.
Then
replace
the
weaker
performing
ad
with
a
new
one.
• ConLnue
this
process
in
your
never-‐ending
quest
to
get
the
CTR
and
conversion
goal
opLmised.
50. How
to
budget
for
PPC
search
adverLsing?
• Pay-‐per-‐click
(PPC)
search
adverLsing
is
difficult
to
forecast
without
being
acLvely
engaged
in
a
campaign
• You
must
test
to
see
how
many
clicks
to
expect
per
day
at
what
CPC
by
keyword,
to
determine
ROI
• Determine
maximum
allowable
CPC
51. Key
Bank
business
goals
• Key
Bank
minimum
acceptable
ROI
is
4:1
– For
every
media
$1
spent
they
want
to
make
$4
• A
Key
Bank
credit
card
customer
is
worth
$500
• So
the
maximum
we’re
willing
to
pay
to
acquire
a
Key
Bank
credit
card
customer
is
$125,
in
other
words
the
allowable
CPA
is
$125
($500:$125
or
$4:$1)
52. How
much
media
spend
is
allowed
to
acquire
1,000
new
Key
Bank
credit
card
customers?
Easy
–
1,000
x
$125
=
$125,000
53. Number
of
Impressions?
Average
Click
Through
Rate
Average
Conversion
Rate
Average
Approval
Rate
1,000
Customer
How
many
page
impressions
do
we
need
to
acquire
1,000
new
Key
Bank
credit
card
customers?
Need
some
historical
learning
or
run
a
test
to
determine:
.3%
7%
80%
54. Number
of
Impressions?
Average
Click
Through
Rate
Average
Conversion
Rate
Average
Approval
Rate
1,000
Customer
How
many
page
impressions
do
we
need
to
acquire
1,000
new
Key
Bank
credit
card
customers?
– Work
out
the
numbers
from
the
desired
outcome
.3%
7%
80%
1,250
17,857
5,952,380
55. What
CPC
rate
can
we
afford
to
spend
to
acquire
1,000
new
credit
card
customers?
$125,000/17,857
(clicks)
=
$7
CPC
Therefore
the
maximum
CPC
bid
is
$7
56. What
do
most
brands/agencies
measure?
• Impressions
• Clicks
• Leads
• And
now
….
Fans
&
this
is
irrespecLve
of
what
objecLves
are!
X
57. What
should
you
measure?
• Clicks
• Mouseovers
• Video
Plays
• Game
Plays
• Contest
• Increase
in
Time
Spent
• Repeat
Visitors
• Sales
• Downloads
• Contest
• Leads
• Unique
Impressions
• Unique
users
reached
• Visitors
on
Website
• Reach
of
the
plan
• Increase
in
Search
Queries
• Frequency
• Shares
on
Social
Media
• Referrals
• Increase
in
Social
Buzz
• Engagement
Rate
WoM
Awareness
ConsideraLon
Purchase
59. Deciding
&
AllocaLng
the
Budget
• There
is
nothing
called
“Ideal
Budget”
• Decide
objecLve:
Awareness,
ConsideraLon,
Purchase
• Use
tools
(comScore)
to
arrive
at
site
list
your
TG
surfs
• Decide
SOV
(Share
of
Voice)
through
SOI
(Share
of
Impressions)
• Decide
between
Impact
and
Sustenance
or
a
combinaLon
of
both