Display Marketing including Google Display Network, Direct Media Planning and Media Buying is covered in this presentation. Video marketing utilizing various forms of YouTube Advertising is detailed here.

1. ONLINE DISPLAY
&
VIDEO
ADVERTISING
Anandan Pillai

2. AGENDA
Google Display Network
Direct Display Buying
YouTube Advertising
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3. DIGITAL
ADVERTISING
SPENDS IN INDIA
 Online Video spends are second highest and
growing at an aggressive rate
 Display Advertising spends have been flat in
last couple of years
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Source: Dentsu Report, 2022

4. DISPLAY
ADVERTISING

5. DIFFERENT ROUTES OF DISPLAY
ADVERTISING
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Google Display
Network
Direct Media
Buying
Programmatic
Advertising

6. DISPLAY MARKETING EVOLUTION
– DIRECT BUY
PUBLISHERS
ADVERTISER

7. DISPLAY MARKETING EVOLUTION
– GOOGLE DISPLAY NETWORK
ADNETWORK
ADVERTISER
PUBLISHERS

8. GDN OBJECTIVES

9. CAMPAIGN STRUCTURE
Campaign
Ad Group
Ads
Responsive Ads
Standard Ads
Set objective, Geo, Bidding Type
Set targeting, audience
definition, placements etc.
Upload creative banners and
landing page urls

10. TARGETING: DEMOGRAPHICAL

11. TARGETING: BEHAVIORAL – AFFINITY AUDIENCES
- Signals collected based on what people
read / watch / search over a long period of time

12. TARGETING: BEHAVIORAL– INMARKET AUDIENCES

13. AUDIENCE COLLECTION : CUSTOM AFFINITY

14. AUDIENCE COLLECTION: CUSTOM INTENT

15. WHEN TO USE EACH TARGETING?
• Affinity  Broad  Long term signals
• Inmarket  Narrow  Short term signals
• Custom Affinity / Intent  Narrower  Anytime
• Topic  Less Broader  Anytime
• Placement  Narrowest  Anytime
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16. BUYING TYPE: AUCTION
Marketing Objectives Buy Type Buy Rate
Branding CPM Rs. 30 – Rs. 35
Website Clicks Maximize Clicks /
Manual CPC
Rs. 0.30 – 0.75
Conversions /
Sales
Maximize Conversions Subjective
Target Cost Per Acquisition (tCPA) Subjective

17. AD SPECS: STANDARD BANNERS
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300 x 250
320 x 50
320 x 100
120 x 600
728 x 90

18. AD TYPE: RESPONSIVE ADS

19. RESPONSIVE ADS: BANNERS INPUT
• At least 1 Rectangular image, At least 1 Square image.
• Logo is Compulsory

20. RESPONSIVE ADS (TEXT INPUT)

21. SHOW ACTUAL AD SCREENSHOTS

22. DIRECT MEDIA
BUYING
An advertiser contacts the media
house directly to identify the ad
inventories, negotiates rates directly.
Premium ad inventories can be
negotiated with this arrangement.
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23. ROADBLOCK

24. ROADBLOCK

25. WELCOME / MAIN / TITLE PAGE

26. SKINNING

27. NATIVE ADS: TABOOLA , COLUMBIA ADS, OUTBRAIN
Taboola
Outbrain

28.  Audience affinity (Qualitative assessment)
 Content coverage
 Brand affinity (Advertiser’s decision)
 Traffic to website (www.similarweb.com / comScore)
 DAU (Daily Active Users)
 MAU (Monthly Active Users)
 Apps
 Downloads
 Retention rate
 DAU / MAU
 Website recall
 Cost (Media Buying Model)
 CPM / CPC / CPD / CPL / CPS / Section-wise pricing etc.
 Results
 Impressions / Clicks / Website Visits / Leads
EVALUATION CRITERIA
Age-groups:
• 18 - 24
• 25 - 34
• 35 – 44
• 45 – 54
• 54 and
above

29. BUY TYPES
Marketing Objective Buy Type Buy Rate
Branding CPM
(Cost Per Thousand Impressions)
Rs. 30 – Rs. 2,500
Website Clicks CPC (Cost Per Click) Rs. 0.50 – Rs. 250
App Installs CPD (Cost Per Download) Rs. 5 – Rs. 50
Sales CPS (Cost Per Sale) 5 – 20% of product value
Branding CPV (Cost Per View) Rs. 0.50 – Rs. 2
Lead Generation Cost Per Lead Rs. 80 – Rs. 10,000
Articles (300 to 500
words)
Fixed Cost Rs. 3,000 – Rs. 10,000
OTT Views CPV / CPCV Rs. 0.50 – Rs. 2.00
Native Ads (Text / Image) CPC Rs. 1 – Rs. 3
Native Ads (Video) CPM Rs. 50 – Rs. 150

30. VIDEO
ADVERTISING

31. VIDEO ADVERTISING AVENUES
Twitter
Facebook Instagram
LinkedIn

32. YOUTUBE HAS LARGEST USER
BASE IN INDIA
All figures are in millions
Source: Statista
YouTube Video Consumption
in India is in Indian languages
>95%

33. YOUTUBE CAMPAIGN OBJECTIVES
Prerequisites:
1. A YouTube channel should be created for a brand
2. Upload the video to the YouTube channel and keep it in unlisted mode
3. Link the YouTube channel to the Google Ads account

34. TRUVIEW –SKIPPABLE IN-STREAM ADS
 Unlimited video length
 View is counted after completion of
30 secs (in case of videos longer than
30 secs)
 View is counted only after user
watches the full video (in case of
videos shorter than 30 secs)
 Sustenance
 VTRs (25 – 45%)
 CPV (Re. 0.50 – 0.90)
VTR = [(Views/Impressions)x100]
CPV = (Budget spent / No. of Views)

35. TRUVIEW FOR ACTION –SKIPPABLE IN-STREAM
ADS
 Unlimited video length
 View is counted at 30 secs
 Lead Generation
 Headlines – 15 characters
 CTA – 10 characters
 End screen displays for 5 secs
on mobile, 7 seconds on
desktop

36. BUMPER ADS
 6 secs videos
 Non-skippables
 Teaser
 Reminder
 Countdown
 Sustenance
 Typically high VTRs (90% +)

37. YOUTUBE SELECT: RESERVATION BUY
Source: https://www.youtube.com/ads/how-it-works/set-up-a-campaign/youtube-select/
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Topics
•Advertisers can choose among YouTube video topics. For example, you can run
reservation in-stream ads on family-oriented content.
Interests
•Advertisers can target viewers interested in particular things, like sports and
hobbies, as evidenced by their browsing patterns and watched content.
First
Position
•This layer of targeting can be added to in-stream ads. It lets you reserve the first
video ad someone sees in a session.

38. SUCCESS MEASUREMENT
• No. of Views
• View Through Rate (No. of Views/No. of Impressions x 100)
• Cost Per View
• Clicks
• Click Through Rate
• Engagement
• Engagement rate
• Unique cookies
• Avg. view frequency per cookie
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39. THANK YOU
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anandanp22@gmail.com
www.anandanpillai.com
@anandan22
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