This document discusses paid media and how brands can leverage various paid media platforms. It defines paid media as platforms and mediums that brands pay to promote their message to reach more potential consumers. Some examples of paid media include display ads, paid search, and sponsorships. The document then covers various paid media levers like video ads, display ads, and text ads. It also outlines the display planning process that includes understanding the brief, competitive intelligence, establishing objectives, and creating the media plan. Finally, it provides two case studies on how brands like Gillette and Airbnb successfully used paid media platforms like Facebook and Google Display to achieve their business goals.

1. Media2win
How paid
media can help
brands?
27th June 2014

2. PRESENTATION SNAPSHOT
DEFINITION OF PAID MEDIA
LEVERS OF PAID MEDIA
DISPLAY PLANNING PROCESS
ADVERTISING ON FACEBOOK
CASE STUDIES
1
2
3
4
5

3. DEFINITION OF PAID MEDIA

4. THE STARTING POINT
Paid media is used when a brand
wants to amplify it’s message in an
attempt to reach out to more
potential consumers
Different platforms/mediums are paid
for so as to increase the leverage
from them
Paid media has become an catalyst
that feeds owned media and creates
earned media
Display ads, Paid search and
Sponsorships are an example of Paid
media

5. POEST FRAMEWORK
Paid Media
Brand Pays to leverage a channel
Owned Media
Channel which is controlled by a
brand
Earned Media
When customers become the
channel of communication
Social Media
Using social platforms for generating
conversations and engaging with the
audience on a regular basis
Transitional Media
Media platforms created for the short
term, like activations, exhibitions,
contests, flash mobs, events

6. LEVERS OF PAID MEDIA

7. VIDEO ADS
There is no better way than videos to
showcase your communication
With recent advent of platforms and
formats, videos have become
interactive in their nature and hence
can generate higher traction when
used appropriately
Videos are as effective as TV in
building awareness of your business.
And they get results – like an average
20% increase in traffic to your website
YouTube is one of the biggest and
preferred platform for video
promotion

8. SAMPLE VIDEO AD

9. DISPLAY ADS
Graphical advertising on the internet
that appears next to content on web
pages, IM applications, email, etc.
These ads, often referred to as
banners, come in standardized ad
sizes, and can include text, logos,
pictures, or more recently, rich media.
Rich media, synonymous for
interactive multimedia, is enhanced
media that utilizes a combination of
text, audio, still images, animation,
video, and interactivity content for
active participation from the
recipient of the ad.

10. SAMPLE DISPLAY AD

11. TEXT ADS
Right set of words can do wonders for
your brand if present on right
mediums/platforms
A text ad typically includes a link to
your website or any other destination
where you would like the users to land
after clicking along with a description
(or promotion) of your product (or
service)
By highlighting what makes you
unique from the competition, text ads
can contribute a lot of the making of
a brand

12. SAMPLE TEXT AD

13. DISPLAY PLANNING PROCESS

14. UNDERSTANDING
THE BRIEF
The most important part of the
planning process is to determine the
audience, geography and
demography which would should be
targeted using the paid mediums
This helps in deciding the platforms
and inventories which should be
included in the plan
1

15. COMPETITIVE
INTELLIGENCE2
Understanding competitors’ spending
patterns, scheduling strategies,
tactics and geographic skews help in
avoiding the clutter that paid media
proffers
It is also necessary to know the
competitive positioning, message
complexity, target audience and
communication objectives so that
there is no confusion in the minds of
consumer about your product or
service

16. ESTABLISHING
OBEJECTIVES3
Objectives are important because
they establish criterions for evaluating
the media plan
Media Objectives are:
Consistent with brand’s marketing
objectives and strategies
Relate directly to the established
advertising role
Expressed in measurable and
actionable terms

17. OBEJECTIVES
SHOULD ANSWER4
WHO?
Target Audience
WHERE?
Geography
WHEN?
Scheduling
HOW OFTEN?
Communication Goals

18. THE
PLAN5
Based on the interpretations from the
competitive mapping and derivatives
from analysis of the brief, inventories
on specific mediums are decided
Apt scheduling is done so as to reach
the audience at appropriate times
which would help in higher
consumption of the message
Impact or regular properties are
involved in the plan based on the
budget mentioned in the brief

19. ADVERTISING ON FACEBOOK

20. ACHIEVING BUSINESS
GOALS WITH
FACEBOOK ADS
Facebook as a platform provides
multiple ad units and targeting
options so as to achieve the
objectives set during the planning
process
These ad units can be used across
multiple devices based on the usage
pattern showcased by the target
audience

21. NEWS FEED DESKTOP

22. NEWS FEED MOBILE

23. LOGOUT PAGE PLACEMENT

24. RIGHT HAND SIDE PLACEMENT

25. AD OPTIONS
PLACEMENT OPTIONS PLACEMENT INCLUDED WHY THIS OPTION?
Homepage
Right Column of homepage
News Feed desktop
News Feed mobile
The best way to reach your
audience from the most visited
page on
Facebook
All Facebook
All placements except logout
page
Facebook will decide where to
show your ad to drive the most
clicks
and actions that you desire for
your budget
News Feed
News Feed mobile
News Feed desktop
The most engaging placement
on Facebook
News Feed mobile News Feed mobile
The most engaging placement
on customers’ most personal
device
News Feed desktop News Feed desktop
The most engaging placement
on customers’ biggest screen
Right Column on
Desktop
Right column on Desktop
A great place to share relevant
content with your audience
Logout page Logout page
The largest creative format to
drive either video views or direct
response traffic

26. CASE STUDIES

27. Asia’s first feature phone-only
Facebook campaign
60%
of the target
audience
reached
4-point
lift in the
message recall
rate
5-point
lift in the ad
recall rate
$0.002
cost per
reach

28. GOAL
Gillette wanted to promote its new
Vector 3 razor, which launched in
India in November 2013. It wanted
Indian men to be aware of the
product, understand its benefits and
overcome any impression that the
razor was too expensive.
SOLUTION
The majority of Indians in these tier 2
cities use feature phones rather than
smartphones. With this insight, Gillette
used Facebook targeting to map the
men in the target cities and then ran
photo ads in the Facebook News
Feed on feature phones only.

29. AIRBNB'S SUCCESS
WITH GOOGLE
DISPLAY
Airbnb started out with the goal to
open the world to travel. In doing so,
its success was dependent on their
ability to talk to a global audience.
Using Google advertising, they were
able expand their reach and target
their audiences geographically.
GOALS
• Reach international audience
• Target new customers internationally
• Change perception as a budget
travel agency
RESULTS
• Became an international brand
• Listings grew from 1 to 80,000