Continuation of my terms and terminology presentation. uses examples of Indian sites and fictitious rates and performance numbers as an example.

1. DIGITAL ADVERTISING –
BUYING MODELS
Lets get the basics right

2. What goes into the digital plan
Target Group
Touch points
Communication
Reach,
targeting
Budget
Call to action

3. BUYING MODELS

4. 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

5. Buying terminology
• CPM : Cost per 1000 impressions
• CPC : Cost per click
• CPL : Cost per Lead
• CPA : Cost per action / acquisition

6. Basic formulae
When buying impressions,
Cost = (impressions / 1000) x CPM
When calculating performance of impressions
CTR = (clicks / impressions) x 100

7. 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
• Campaign Objective:
saath, Zindagi ka swaad Branding & Visibility
(Corporate)
• Brand Objective: Taking the
lifestyle platform, to inform users • Campaign Duration: 1 month
that they do not have to make any
excuses to miss social occassions/
activities / enjoy their current • The proposed online campaign
lifestyles. Gelusil takes care of all will run simultaneously with the
their fears of acidity and linked offline campaign, both of which
problems, so they can go ahead are expected to roll out this
and enjoy their lives. month.
• Gelusil thus wants to move from a
"medicine" platform to being an
"enabler of happiness"
• Duration : 2 - 3 months

8. 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

9. LETS TRY A FEW
EXAMPLES

10. What all should a plan include?
• Site
• Section
• Placement on the page
• Ad size
• Impressions
• Rate
• Cost

11. So what does a plan generally look like?

12. Ad sizes are measured in width x height
728x90
pixels
300x250
pixels

13. Large format ads

14. Expandable ads

15. Skinning

16. Text ads

17. Video ads
Note: Not actual page appearance. Background has been dimmed to highlight the ad.

18. Different sizes, different placements
Ad units are called
differently by
different sites

19. Another example

20. A CASE STUDY

21. Campaign objective
Launch Brand A’s cricket special
microsite by building relevance to
the serious cricket lovers

22. LAUNCH PHASE - IPL
Duration : 5 weeks

23. 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)

24. The Display Plan

25. Overall Performance of the plan

26. 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

27. 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.

28. 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

29. 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

30. Understanding plan reach
Please note there will be duplication in unique users between the sites.

31. 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

32. PHASE II - T20 WORLD
CUP
3 weeks later
Duration : 3 weeks

33. The Objective
Sustain traffic to Brand A’s cricket
special website irrespective of
India’s performance in the
tournament

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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.

40. 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

41. 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

42. 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

43. THANK YOU