DIGITAL ADVERTISING –
BUYING MODELS
Lets get the basics right
What goes into the digital plan
Target Group
Touch points
Communication
Reach,
targeting
Budget
Call to action
Media Plan
BUYING MODELS
Planning for Web 1.0
Where? How?
Mass portals, Buy impressions
Reach on CPM
ad networks
Specialty portals/ Buy impressions
Niche interest on CPM, sponsorships
sections
Be there when Presence on SEO, SEM
user is looking for you Search engines
Mass portals, CPC, CPL
Leads / Acquisitions Ad networks, SEM
Buying terminology
• CPM : Cost per 1000 impressions
• CPC : Cost per click
• CPL : Cost per Lead
• CPA : Cost per action / acquisition
• CPV : Cost per view (usually counted at 30 secs
for a video view)
Basic formulae
When buying impressions,
Cost = (impressions / 1000) x CPM
When calculating performance of impressions
CTR = (clicks / impressions) x 100
What would you do for these briefs?
(1) Gelusil (2) IPru Mutual Funds
• TG: 25+, urban, SEC A, B
• TG: 25+ Male Sec AB
• Brand Tagline : Gelusil ke saath,
• Campaign Objective: Branding
Zindagi ka swaad & Visibility (Corporate)
• Brand Objective: Taking the
• Campaign Duration: 1 month
lifestyle platform, to inform users
that they do not have to make any
excuses to miss social occassions/ • The proposed online campaign
activities / enjoy their current will run simultaneously with the
lifestyles. Gelusil takes care of all offline campaign, both of which
their fears of acidity and linked are expected to roll out this
problems, so they can go ahead month.
and enjoy their lives.
• Gelusil thus wants to move from a
"medicine" platform to being an
"enabler of happiness"
• Duration : 2 - 3 months
Buying Models
Allows planner to
Measured in terms of
CPM select best performing
Clicks, CTR
sites and placements
Cannot select section
Measured in terms of
or placement.
CPC actual deliveries and
Auto-runs based on
cost efficiency
inventory availability
Measured in terms of
Suited for transaction /
CPL / CPA sign-ups achieved,
sign-up based campaigns
cost efficiency
However usually still
Long-term branding
Sponsorships measured in terms of
initiatives
Clicks, CTR
LETS TRY A FEW
EXAMPLES
What all should a plan include?
• Site
• Section
• Placement on the page
• Ad size
• Impressions
• Rate
• Cost
So what does a plan generally look like?
Ad sizes are measured in width x height
728x90
pixels
300x250
pixels
Large format ads
Expandable ads
Skinning
Text ads
Video ads
Note: Not actual page appearance. Background has been dimmed to highlight the ad.
Different sizes, different placements
Ad units are called
differently by
different sites
Another example
A CASE STUDY
Campaign objective
Launch Brand A’s cricket special
microsite by building relevance to
the serious cricket lovers
LAUNCH PHASE - IPL
Duration : 5 weeks
Plan Rationale
Relevance
Visibility & Impact Bing bang
Yahoo Home page Cricinfo tab
sponsorship
• Launch, pre-finals • blog + inventory on very
burst to grab eyeballs popular cricket site IPLT20.com
and drive traffic • Home page logo
Cricbuzz presence + inventory
to drive traffic on
Rediff, Indiatimes • Inventory + home page much advertised
on 5th most popular official site
• Pre-finals burst to Cricket site
ride on IPL wave and
drive traffic Zapak Cricket
• Home page presence on
niche cricket site
Hygiene : Search On Google, Yahoo
+ Contextual Network (Google, Yahoo)
The Display Plan
Overall Performance of the plan
Share of imps vs. spends
Fixed logo presence on the
iplt20.com home page ensured a
huge number of impressions
(visibility!) delivered.
However as imps delivered on
fixed properties on cricbuzz &
cricinfo are not available, the
number for iplt20.com may look
inflated in comparison
Lion’s share of the money
went to iplt10.com (even
factoring final discount
negotiated)
Comparing share of spends
vs. share of visibility, all
sites have delivered
appropriately
Share of imps vs. clicks
Yahoo, Zapak Cricket and
Indiatimes had home page
high impact innovations,
chosen to attract high click
throughs and hence have
had a higher share of clicks.
Cost efficiency of sites – effective CPC
Due to low CTR on logos (discounting high visibility),
iplt20.com was extremely expensive as was the Rediff
home page property
The litmus test… CTR
Overall
Avg=0.61%
• High CTR (clicks / imps x 100) generally indicates the response rate
towards a creative as well as the property.
• Healthy campaign CTR of 0.6% was attained due to high home page
CTR’s
• Home page properties delivered higher than average (by site) CTR – over
2% per full day innovation
Learning & Issues from Display (banners)
Learnings
• Media : Combining high impact home page + sustenance
banners allows visibility, impact and steady sustenance
traffic
Issues
• Media : Rediff home page property performed way below
expectations and a make good of an additional 6000
clicks is still pending from them
PHASE II - T20 WORLD
CUP
3 weeks later
Duration : 3 weeks
The Objective
Sustain traffic to Brand A’s cricket
special website irrespective of
India’s performance in the
tournament
The Plan
Given the success of the IPL campaign, and the dependence on India’s
success for prolonged interest in the World Cup, we continued with the
top cricket sites in the country
The Yahoo Cricket story
• Rationale for presence on Yahoo! Cricket was two-
fold
• It’s Yahoo leading sports site as per Comscore data
• It is the official site for all ICC events
• Deal included fixed logo presence, exclusive banner
space on the “news” sub-section as well as ROS
banner inventory
Overall campaign performance
• Cricinfo’s deal
was to cover
T20 (70%
inventory) +
Ind-WI
(30%)
• Yahoo Cricket
sponsorship
over-
delivered by
over 60%
due to ICC
issue
Share of Imps delivered vs. clicks
Yahoo! India (the make good)
delivered the highest number of
impressions and clicks, simply
because the value delivered was the
highest on the plan
Interestingly, Cricbuzz has
delivered very well on both
impressions (visibility) as
well as clicks
Share of Imps vs. Spends
Yahoo’s over-delivery has
clearly skewed its share of
pie for impressions vis-à-vis
spends on the site
Effective CPC
Cricinfo has proven to be expensive, possibly because of the low
CTR on the smaller ad units. As a learning, we’re avoiding these
ad units in all future deals.
Comparing CTR’s
Avg=0.22%
Cricbuzz outdid the Goliath’s on the plan, possibly because of the
home page presence
The Cricinfo CTR was brought down by the 125x125 as unit that
performed absymally
Plan Reach
Presence on relevant home pages of the top 2 cricket sites as well
as the top portal has ensured high reach.
Reach / Unique users cannot be added up because of duplication
Learning & Issues
Issues
• Media: Poor performance of smaller ad units on Cricinfo
• Creative : Same creative concepts as IPL were tweaked,
leading to some amount of fatigue on Cricinfo
Learning
• Media: Avoid small sizes on Cricinfo
• Creative: Run 2 different concepts during every series in
rotation to allow optimization on the basis of the better
performing creative
SEO VS SEM
SEO and SEM are different
How much do people search?
Year Annual Number of Google Searches Average Searches Per Day
2012 1,873,910,000,000 5,134,000,000
2011 1,722,071,000,000 4,717,000,000
2010 1,324,670,000,000 3,627,000,000
2009 953,700,000,000 2,610,000,000
2008 637,200,000,000 1,745,000,000
2007 438,000,000,000 1,200,000,000
2000 22,000,000,000 60,000,000
1998 3,600,000 *Googles official first year 9,800
Source: Google Official History, Comscore
Your search history tells your story
Top search engines in India
Over 75% reach
in the internet
audience in
India
Source: Comscore Sept’13
What do Indians search for?
At every stage of your purchase cycle
Organic vs Paid Search
Paid
search
results
Paid
search
results
Organic
search
results
Search Engine Optimization
What People Do?
What is SEO ?
Search engine optimization
(SEO) is a methodology of
techniques and tactics used
to increase position in the
Search Engine Results Page
(SERP) of search engines --
including Google, Bing,
7 or 10 results Yahoo etc.
What are these Tactics?
• Identify keywords
• Optimize website
• Title tag
• Description
• Off-page activities
Avg. monthly
Search terms
searches
{Term 1} 8,100
{term 2} 50
Why does a website Rank?
• keywords title, meta tags, markups etc.
• domain name & search volume
• page loading speed
• image optimization
• duplicate content
• site architecture
• domain age
• Wikipedia
• content
• internal links
• Out-bound link structure
• Page rank
• types of references
• DMCA (Digital Millennium Copyright Act) complaints
• verified social accounts & social signals
• website discussion & reputation
• social communities
• frequency of updates
• chrome bookmark
• comments reviews
• mobile optimized
• site availability
• broken links
• types of traffic
• bounce rate
Over 200 factors
Search Engine Marketing
How does SEM work?
Pay Per Click model
Real Time Optimization
Targeting
Monitoring and reporting
Mobile and tablet targeting
Keyword based bidding model
Build keyword lists around themes
Build keyword lists around themes
SEM Account Structure
Account : Lending
• Campaigns : Home Loans, Consumer Durables,
Personal Loans
• Adgroups based on themes :
• Generic keywords
• Online personal loan keywords
• Competitor names
• Brand keywords
• Ad copies
• Daily budget
• Negative keywords
• Willingness to bid high changes for keywords in
different themes / ad groups
What determines ad position?
Quality Score is a ü Bid
variable used ü Click Through
by Google, Yahoo! Rate (CTR)
(called Quality Index),
ü Keyword / ad
and Bing that can
relevance
influence both the rank
and cost per click ü Landing page
(CPC) of ads. quality
ü Geographic
targeting
History is built over time
Takeaway
Search is a long term
strategy
SEO ensures people find
your website when looking
for information
SEM ensures tactical
promotions and focus
products get visibility
through the consumer’s
purchase cycle
THANK YOU
