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A REPORT
ON
UNDERSTAND THE ECOSYSTEM IN
DIGITAL MEDIA MARKETING
By
___________
Enrollment No. ____________
A report submitted in partial fulfilment of
the requirements of
_______ Program of _______
Date of Submission: ________

2. DECLARATION
I, ____________,enrollment no: _________, hereby declare that this project
work entitled “Understand the ecosystemin digital media marketing” is my
original work.
I further declare that this report is based on the information collected by me and
has not been submitted to any other university or academic body.
Date: ________ ________

3. Contents
DECLARATION.......................................................................................................................... 2
ACKNOWLEDGEMENT................................................................. Error! Bookmark not defined.
EXECUTIVE SUMMARY............................................................... Error! Bookmark not defined.
1) INTRODUCTION................................................................................................................. 6
1.1) Digital Media Marketing or Digital Marketing.................................................................7
1.2) Isobar India ................................................................................................................... 7
1.3) Client Servicing............................................................................................................. 7
1.4) Scope of the Internship...................................................................................................8
1.5) Methodology ................................................................................................................. 8
1.5.1) Client servicing ......................................................................................................8
1.5.2) Understand the consumer buying behaviour of Indians in digital era ...Error! Bookmark
not defined.
1.6) Limitation of the Internship ................................................ Error! Bookmark not defined.
2) INDUSTRY ANALYSIS........................................................... Error! Bookmark not defined.
2.1) Business Model of Industry .............................................................................................. 11
2.2) Porter’s Five Model Analysis of Digital Advertising Industry ... Error! Bookmark not defined.
3) ISOBAR INDIA........................................................................ Error! Bookmark not defined.
3.1) Vision ................................................................................... Error! Bookmark not defined.
3.2) Functions in Isobar................................................................. Error! Bookmark not defined.
3.3) Management.......................................................................... Error! Bookmark not defined.
3.4) Awards.................................................................................. Error! Bookmark not defined.
3.5) Major Clients ......................................................................... Error! Bookmark not defined.
Global Clients ........................................................................... Error! Bookmark not defined.
Indian Clients............................................................................ Error! Bookmark not defined.
3.6) Supporting Tools.................................................................... Error! Bookmark not defined.
3.7) Collaborations in Digital Ecosystem........................................ Error! Bookmark not defined.
3.8) Financial details of Isobar Bangalore....................................... Error! Bookmark not defined.
3.9) Competitors ........................................................................... Error! Bookmark not defined.
3.10) SWOT of Isobar India .......................................................... Error! Bookmark not defined.
4) INDIA & INTERNET POPULATION ....................................... Error! Bookmark not defined.
4.1) Gender Wise.......................................................................... Error! Bookmark not defined.

4. 4.2) Online Behaviour of Indian Internet Users............................... Error! Bookmark not defined.
4.3) Mobile Internet Users............................................................. Error! Bookmark not defined.
4.4) Social Networking.................................................................. Error! Bookmark not defined.
4.5) Entertainment and Online Video ............................................. Error! Bookmark not defined.
4.6) Media Consumption of Indian’s .............................................. Error! Bookmark not defined.
5) Digital Marketing...................................................................... Error! Bookmark not defined.
5.1) Digital Ecosystem.................................................................. Error! Bookmark not defined.
5.1.1) Search Engine.................................................................. Error! Bookmark not defined.
5.1.2) Displays .......................................................................... Error! Bookmark not defined.
5.1.3) Mobile Marketing ............................................................ Error! Bookmark not defined.
5.1.4) Social Media Marketing ................................................... Error! Bookmark not defined.
5.1.5) eMail Marketing .............................................................. Error! Bookmark not defined.
5.1.6) Video.............................................................................. Error! Bookmark not defined.
5.1.7) Analysis .......................................................................... Error! Bookmark not defined.
5.1.8) Content Management...................................................... Error! Bookmark not defined.
5.1.9) Advanced Targeting......................................................... Error! Bookmark not defined.
5.1.10) Creative......................................................................... Error! Bookmark not defined.
5.1.11) Research and Planning ................................................... Error! Bookmark not defined.
5.1.12) Digital Strategy.............................................................. Error! Bookmark not defined.
5.2) Types of Digital Marketing..................................................... Error! Bookmark not defined.
5.3) AIDMA as AISAS in Digital Era ............................................ Error! Bookmark not defined.
5.4) Advantages of Digital Marketing............................................. Error! Bookmark not defined.
5.5) Digital Advertising: Ad Avenues............................................ Error! Bookmark not defined.
5.6) Some of the Basic Terms in Digital Marketing......................... Error! Bookmark not defined.
5.7) Types of ads .......................................................................... Error! Bookmark not defined.
5.8) Monetary term in Digital Marketing ........................................ Error! Bookmark not defined.
5.9) Branding in Digital Era........................................................... Error! Bookmark not defined.
6) CLIENT SERVICING............................................................... Error! Bookmark not defined.
6.1) Responsibilities of a Client Servicing Executive....................... Error! Bookmark not defined.
6.2) Attributes of Client Servicing Executive .................................. Error! Bookmark not defined.
6.3) Steps in involved in doing client servicing is given below. ........ Error! Bookmark not defined.
6.4) Tools used............................................................................. Error! Bookmark not defined.
1) comScore .......................................................................... Error! Bookmark not defined.
2) Google Trends................................................................... Error! Bookmark not defined.

5. 3) Face dominator.................................................................. Error! Bookmark not defined.
4) Google Keyword Planner ................................................... Error! Bookmark not defined.
5) Alexa.com......................................................................... Error! Bookmark not defined.
7) UNDERSTAND THE CONSUMER BUYING BEHAVIOUR OF INDIANS....Error! Bookmark
not defined.
7.1) Research methodology ........................................................... Error! Bookmark not defined.
7.1.1) Topic .............................................................................. Error! Bookmark not defined.
7.1.2) Period of study ................................................................ Error! Bookmark not defined.
7.1.3) Objectives of the study..................................................... Error! Bookmark not defined.
7.1.4) Scope.............................................................................. Error! Bookmark not defined.
7.1.5) Universe.......................................................................... Error! Bookmark not defined.
7.1.6) Sample ............................................................................ Error! Bookmark not defined.
7.1.7) Sample size ..................................................................... Error! Bookmark not defined.
7.1.8) Tools............................................................................... Error! Bookmark not defined.
7.2) Data Analysis and Interpretations ............................................ Error! Bookmark not defined.
8) FINDINGS............................................................................... Error! Bookmark not defined.
9) CONCLUSION......................................................................... Error! Bookmark not defined.
10) LEARNING POINTS............................................................ Error! Bookmark not defined.
11) APPENDIX.......................................................................... Error! Bookmark not defined.
12) REFERENCES................................................................................................................ 12

6. 1) INTRODUCTION
Advertising in business is a form of marketing communication used to encourage, persuade,
or manipulate an audience to take or continue to take some action. Most commonly, the
desired result is to drive consumer behaviour with respect to a commercial offering.
Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal
communication of information usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the various media." [1]
Advertising is normally done by a third party known as advertising agency. An advertising
agency is a service based business dedicated to creating, planning, and handling advertising
for its clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle
overall marketing and branding strategies and sales promotions for its clients. [2]Types of ad
agencies are
 Full service agencies
 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies
This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness
and generate leads for their products but now the trend has changed and Digital media has
taken its place. Main reason for this change was
 Traditional methods are expensive. Compared to digital marketing channels, you
could end up spending thousands of dollars more.
 Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).
Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often, how
long, as well as other statistics such as sales conversions.

7. 1.1) Digital Media Marketing or Digital Marketing
The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
Digital marketing was defined in Wikipedia as “marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such
as websites, e-mail, apps (classic and mobile) and social networks”. [3]
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.
1.2) Isobar India
Isobar is a global digital marketing agency with a total of 63 offices in 37 markets worldwide.
The agency is a wholly owned subsidiary of Dentsu Aegis Network and is sister agency to
Posterscope, iProspect, Carat and Vizeum.Dentsu.
Isobar is a modern communications agency network, made up of a committed and diverse
group of over 3,000 digital pioneers in 37 markets. Established in 2003, Isobar is the global
home for the world’s finest digital pioneers and the smartest traditional marketing talent, that
helps connect brands with their fans and customers by creating irresistible ideas combining
creative, planning, technology and data.
1.3) Client Servicing
Heart part of this project is dealing with client servicing. A client servicing is the face of an
advertising agency. Responsibilities of client servicing include understanding the client’s
needs and expectations. In fact, the advertising process begins with the client servicing
person visiting the potential client for a brief. He then needs to communicate this to his
agency. His job is to hunt for new business and be a bridge between the agency and the client.
Key responsibilities of client servicing are managing internal workflow and developing
strong partnerships with clients. Other responsibilities include liaising with the clients on all

8. aspects of marketing communications, briefing agency departments, presenting proposals to
clients, managing advertising spend budget, keeping clients up-to-date on their own and
competitive activity, occasionally negotiating with media on client’s behalf and approaching
prospective clients whose accounts are under review.
1.4) Scope of the Internship
1) To understand the element in digital media
2) To understand the effectiveness of branding through digital media
3) To understand the effort behind fulfilment of brands objective through campaigns
4) To choose appropriate media for communication
5) To maintain relationship with clients
6) To understand the Target Group for different brands
1.5) Methodology
For accomplishing this internship, I used two methodologies. One is working as a client
servicing executive in Isobar India and another one is a research to understanding the
consumer buying behaviour of Indians in digital era using an online questionnaire.
1.5.1) Client servicing

9. CAGR of 14.2 per cent. [4]
By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR. [4]
According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million)
, up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media
advertising expenditure in 2013, up from 5.5% share in 2012. [5]
The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore
($546 million) in 2014, registering a 35% growth year on year. This will represent around
7.9% of the total media advertising expenditure in 2014, which is estimated at Rs 43,065.4
crore. The company notes this will be driven by election spending by the government and
political parties across all media. GroupM made the prediction in the latest edition of its

10. annual report This Year, Next Year. Digital media were projected to increase 35%, with TV
slowing to 12% from last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013. [5]
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. [6] With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.
It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. [6] This shift towards the digital media is important for
digital media strategists to consider, in order balancing their marketing budgets between
online media and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market
among various ad types like search ads, display ads, mobile ads, social media ads, email ads
and video ads. By seeing this breakup we can understand marketer are giving importance to
all venues to place ads. [7]
Some of the key players in the Digital advertising are Ogilvy & Mather, Webchutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media
Group, Digital Law & Kenneth, Pinstrom.

11. 2.1) Business Model of Industry
ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform
About Process
Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.
Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.[9]
A demand-side platform (DSP) is a system that allows buyers of digital advertising
inventory to manage multiple ad exchange and data exchange accounts through one interface.
Real-time bidding for displaying online ads takes place within the ad exchanges, and by
utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data

12. that they are layering on to target their audiences.[8] A supply-side platform or sell-side
platform (SSP) is a technology platform, web publishers of the world use a supply-side
platform to automate and optimize the selling of their online media space. [9]
1) REFERENCES
1) RICHARD,F.T.,1996.A Definition of Advertising.[online] Available from:
http://public.wsu.edu/~taflinge/addefine.html [Accessed 9 April 2014]
2) MSG,2003. Advertising AgenciesMeaning, its Role and Types of Agencies. [online] Available
from: http://managementstudyguide.com/advertising-agencies.htm [Accessed 9 April 2014]
3) WIKIPEIDA,2017.Digital Marketing.[online] Available from:
http://en.wikipedia.org/wiki/Digital_marketing [Accessed 9 April 2014]
4)FICCI-KPMGindustry report, 2014. The stage is set. [online] Available from:
http://www.ficci.com/spdocument/20372/FICCI-Frames-2014-KPMG-Report-Summary.pdf
[Accessed 10 April 2014]
5) MEDIANAMA NEWS & ANALSIS OF DIGITAL MEDIA IN INDIA,2014. GroupM Says
Digital Advertising In India Up 30% In 2013;Rs 3402 Cr Expected In 2014. [online] Available From:
http://www.medianama.com/2014/02/223-groupm-says-digital-advertising-in-india-30-in-2013-rs-
3402-cr-expected-in-2014/ [Accessed 10 April 2014]
6) FICCI-KPMGindustry report, 2014. The stage is set. [online] Available from:
http://www.afaqs.com/news/story/40235_FICCI-KPMG-Report-2014:-Indian-ME-industry-to-touch-
Rs-1785.8-billion-by-2018 [Accessed 10 April 2014]
7)IAMAI report, 2013. DIGITAL ADVERTISING IN INDIA. [online] available from:
http://www.slideshare.net/TheHWD/digital-advertising-in-india-statistics-trends-2013 [Accessed on
10 April 2014]
8)MADS,2013. Demand Side Plaftorm:What is a DSP and Why You Need One for RTB. [online]
Available from: http://blackboard.emediate.com/2013/02/demand-side-platform-for-rtb/ [Accessed
on 10 April 2014]

13. 9)RAN JU,2013. Online Advertising Explained: DMPs, SSPs,DSPs and RTB. [online] Available
from: http://www.kbridge.org/en/online-advertising-explained-dmps-ssps-dsps-and-rtb/ [Accessed on
10 April 2014]
10) World Population Statistics, 2013. Indian Population. [online] Available from:
http://www.worldpopulationstatistics.com/india-population-2013/ [ Accessed on 10 April 2014]
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http://www.indiaonlinepages.com/population/india-current-population.html [Accessed on 10 April
2014]
12) comScore,2013. INDIA DIGITAL FUTURE IN FOCUS 2013.[pdf]
13) TOI,2014. Indian to have 243 million internet user by june 2014: IAMAI. [online] Available from:
http://timesofindia.indiatimes.com/tech/tech-news/India-to-have-243-million-internet-users-by-June-
2014-IAMAI/articleshow/29563698.cms [Accessed on 10 April 2014]
14) TOI,2013.With 243 million users by 2014, India to beat US in internet reach:Study. [online]
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India-to-beat-US-in-internet-reach-Study/articleshow/25719512.cms [Accessed on 10 April 2014]
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16) INMOBI research report,2012. Media Consumption [pdf]
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11 April 2014]
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Available from: http://www.ipost.com/blog/email-marketing/push-or-pull-which-type-of-digital-
marketing-is-most-effective/ [Accessed on 11 April 2014]
19) Kevin ,Ing.,2010. AIDMA & AISAS. [online] Available from:
http://empoweringabc.com/2010/08/04/a-is-for-aisas/ [Accessed on 11 April 2014]
20) comScore.2014.[online] Available from:
http://www.comscore.com/About_comScore/comScore_Fact_Sheet [Accessed on 30 April 2014]
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[ Accessed on 30 April 2014]
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14. 24) Star Group Author Team. 2011 The Zero Moment Of Truth And Why Marketers Must win It.
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Best quality projects & assignments at less price. Mail your
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