Why Online Advertising? With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services. Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement. To Know more about online advertising, visit: http://www.knowonlineadvertising.com

1. Online
Advertising
LEARN & EVOLVE
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2. Why Online Advertising?
 With the advancement of internet , web has become the most
preferred medium for the businesses to promote their brands and
services.
 Traditional advertising involved putting up hoardings , billboards ,
distributing pamphlet hoping that the customers would view them.
But there wasn’t any way to measure the success of the
advertisement.
 With advertising on the web , one can easily track the success of the
online campaigns and can know how many users have clicked on
the ad.
 Through Online advertising , we can reach out to the potential
customers and ads will be displayed as per the interest of the users.
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3. Online Vs Traditional Advertising
Traditional Advertising Online Advertising
1. Done via hoardings , newspapers and
billboards.
1. Done via online banners , email ,
interactive ads , button ads.
2. Reaching out to the potential
customers is difficult and uncertain.
2. Ads are shown to the users as per their
interest.
3. Predicting the behavior of targeted
audience is difficult .
3. Various online tool provide stats which
tells the behavior of the user and as per
the data we can modify the campaign
for better results.
4. No interactivity. 4. Users can interact with the ads
through various options like clicking the
ad , downloading , signing up .
5. Success of the campaign cannot be
tracked easily.
5. It’s very easy to track the no. of users
interacting with the ads and what ads
are doing better as compared to others.
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4. Origin Of Advertising
 The history of advertising goes back all the way to the
period of Indus Valley Civilization. The streets of
Mohenjodaro often saw people walking with drums to
grab the attention of everyone present on the streets to
convey some message.
 The cities of Harappa used signs to attract people to
sell art and craft items.
 In the period of Emperor Ashoka's Reign stones and
pillars were used for making public announcements.
 In ancient Greece and Rome town criers, drummers
and signs were used to convey messages to people
about advertising goods and services. Using signs were
of great help as most of the people in ancient Rome
did not know how to read. So they understood by
seeing different signs.
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5. Origin of Advertising
Continued…
 Egyptians made sales messages and wall posters on
papyrus-paper to communicate message to people.
 In ancient Arabia commercial messages and political
campaign displays were used.
 In many parts of Asia , Africa and South America wall
and rock paintings containing commercial messgaes
were used.
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6. History of Advertising in
India
 The first newspaper of Indian Subcontinent was " BENGAL
GAZETTE" or the "CALCUTTA GENERAL ADVERITSER" . It was
started by James Augustys Hicky on Jan 29 , 1780.
 By 1830 , the no. of news papers in India got increased to three
dozens. These newspapers and periodicals were now published
in India on a regular basis.
 In 1905 , B Dattaram and Co, located in Girgaum in Mumbai
was the oldest Indian Ad Agency.
 In 1909 , Calcutta Advertising Agency was launched.
 By 1920s, India had some big advertising agencies operating in
major cities. Few of these advertising agencies were Modern
Publicity Company in Madras , Central Publicity Service in
Bombay and Calcutta and Oriental Advertising Agency in
Tiruchirappalli.
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7. Advertising in India
Continued…
 In the year 1920-22 the Swadeshi Movement in India also helped in
the growth of advertising industries a great deal.
 1931 saw the emergence of another advertising agency. The
National Advertising Service was India's first full-fledged Ad Agency.
 1936- Indian Broadcasting Company becomes All India Radio (AIR)
 In 1951 , the Indian Society of Advertisers was formed which was
followed by the formation of Society of Advertising Practitioners in
May 1958. The advertising clubs in Bombay and Calcutta worked
together to promote higher standards of work.
 1978 -First television commercial seen
 1990-Marks the beginning of new medium Internet
 1991- First India-targetted satellite channel, Zee TV starts broadcast.
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8. Characteristics of Online
Advertising
 Targeting potential customers.
 Easy to track.
 Budget Control
 Easy to make modifications in Ad Campaign.
 Exposure to larger group of audience.
 Specific campaign for specific audience.
 Software have made the process automated.
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9. Characteristics Continued….
 Targeting the potential customers:
With Online advertising ads can be shown to the people
who are interested in your brands and services. Also, with
more targeting options available like age , demographic
location , language , devices used etc. one can more
precisely reach out to specific group of people.
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10. Characteristics Continued….
 Easy to Track :
Various tools like google analytics , Omniture provides us
stats and data through which one can measure the
performance of the campaign. We can know how many
people clicked on the Ad , which Ad is performing better ,
what time during the day brings maximum clicks.
Considering all these results we can accordingly modify
the campaign for better results.
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11. Characteristics Continued….
 Budget Control :
It’s entirely up to you decide how you want to spend your
money. We can set the maximum amount we want to
spend on the campaign and the pattern in which it should
be spent. Like during the day if the traffic is more we can
set it in a way that ads shows more during the day so as to
bring more clicks.
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12. Characteristics Continued….
 Easy to make modifications in Ad Campaigns :
Depending on the performance of the campaign , we
can easily make desired modifications so as to achieve
better results. Suppose, we have a AdWord campaign
where in we see that a particular keyword is showing
better result , so we can modify other keywords on the
basis on the one which is showing better result.
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13. Characteristics Continued…
 Exposure to larger Audience:
With more people accessing internet , online advertising
targets large no. of audience. Ad campaign run online
can reach the audience world wide. Businesses can get
huge no. of potential customers in short span of time as
the no. of targeted audience is large.
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14. Characteristics Continued…
 Specific campaign for specific audience:
Ad campaign are designed keeping in mind the audience
to be targeted. Depending on the interest of the group of
user we can run specific campaigns. We have a option of
customizing the campaign where in we can select the
age-group , gender , location of the user whom we want
to target.
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15. Characteristics Continued….
 Software have made the process automated :
Various software like DSP , SSP and Ad Servers have made
the process of buying and selling of inventory automated.
The bidding process has become more streamlined and
transparent. Unlike traditional advertising which had the
involvement of people in buying and selling process which
made it slow and less transparent.
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16. Important Terminologies
 Advertiser : individual , organization or company who
wants to promote it’s products and services with the aim of
reaching out to larger audience. Advertiser provides it’s ad
to the publisher to show on their website.
 Publisher: someone who owns the website where they
show the ad to promote the advertisers business.
 Example: Nike shoe ad on flipkart.com. Here , Nike is the
advertiser who ad appears on publisher flipkart’s website.
 Click: action performed by the user/customer to attain
desired information about the advertiser’s product services.
 Impression: Number of times an ad is displayed on the
website. Each time the user sees the ad , irrespective of if
it’s clicked or not , that’s counted as an impression.
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17. Important Terminologies
 Conversion: An action by the user which benefits the
business of the advertiser can be termed as conversion.
Actions like online purchase of product , downloading
a software , sign up for services are all known as
conversion.
 Agency: Ad agency is the organization that provides
services to the advertiser and advises them the best
place where the ad should be displayed so as to get
maximum return on investment.
 Click through Rate: How many users who saw the ads
clicked on them. Calculated as clicks/impressions.
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18. Forms of Advertising
 Banner Ads: Most commonly used form of advertising.
Banners are placed on the web page to redirect the
user to the advertisers website once clicked upon.
 Button Ads: Ads in the form of clickable button,
generally small in size (rectangular ,circular or square).
Mostly used when advertiser wants user to take specific
action like download , sign-up or register.
 Interstitial Ads: This ad appears before the actual
webpage of the website opens. When a user tries to
open a website , before the landing page of the
website a new window comes up with the ad.
 Email Ads: Emails with promotional content , discount
offers are sent to the targeted users.
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19. Metrics Used
 CPM: (Cost Per Mile) amount to be paid for every 1000
impressions.
 CPA(Cost Per Acquisition) Also known as Cost per
Action, how much it cost an advertiser to achieve a
conversion.
 CPC: Cost Per Click, how much an advertiser spends
to get a click from the user.
 CPE: Cost Per Engagement, how much an advertiser
spends to get the user engage with its brand/business.
For example : User watching a video is form of
engagement.
 CPL: Cost per Lead , Lead is initiative in an action.
Getting an user to register , sign-up , enroll , fill form are
all form of lead.
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20. Types of Advertising : Display
Advertising
 Display Ads :A display ad can be a image , banner or text which usually
appears alongside the main content on the webpage. These can be
static as well as dynamic. Display ads mostly appears on the webpage
that have relevant content to what ads are focused on.
 Static ads are still images mostly containing text. Animated display ads
contains animation which attracts the audience. Flash display ads
enables user to interact with the ads. They would contain a press button
or would reflect additional information once mouse cursor is rolled over it.
 Display ad sizes:
 Leaderboards : (728x90 pixels) large in size , focused on attracting maximum audience.
 Medium Skyscrapers : (120x600 pixels) tall , thin ads which appears down the side of page.
 Rectangles : (300x250 pixels) these ads usually appears along with the content on the
webpage.
 468x60 pixel is the most popular banner size.
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21. Types of Advertising -> Search
Advertising
 Search Ads : Search advertising is a method of showing ads on those
webpages which appears as a result of search query placed by the
user on the search engine. Search Advertising is based on the concept
of reaching out to the customer when they are looking for you. This is
done by focusing on the keywords that users enter in the search
engines. The keywords can be a string or a phrase. The search engine
firms performs auctions to sell the ads on the basis of the bids received
for keywords.
 Process Used by Search Ads : When the publisher wants to have ads
served on its webpage , it reaches out to the search engine firm.
Search Engine relates the content of the webpage with the keywords.
These keywords are then placed for the auction and once this
keyword gets the bid for the ads , the ads are served on the webpage.
 Metrics : Five ways to measure search ads :
CPM, CTR , CPA, CPC, Total Time spent on the webpage.
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22. Types of Advertising : Social
Advertising
 Social Media Advertising : Social Media Advertising is the method of
utilising the social media sites for reaching out to the potential customers.
With million no. of users daily accessing the platforms like Facebook and
twitter it has become a potential place for advertisers to promote their
ads. The huge benefit for advertisers is that on social sites they get large
user database to target . Almost 80% of the firms use LinkedIn for hiring
new employees.
 Social media advertising helps in creating commercial publicity through
social websites.
 Advantages:
 Social websites provides the advertisers with the opportunity of attracting larger audience
as the no. of users on social websites is enormous.
 Increase in usage of mobile has resulted in social sites being accessed through mobile. So,
its easier to reach out to more no. of people.
 Social sites get audience from different region , people of different age group and interest.
So, advertiser can target specific audience depending on his campaign.
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23. Types of Advertising : Email
Advertising
 Email Advertising:
It is the process of reaching out to a group of people via emails. Email
marketing is the most affordable, effective and targeted promotional tool.
Emails may contain ads , promotional text for some brand or product ,
request for donation or business request. Emails cost very less as compared
to other forms of advertisement like ads on TV , Newspaper ads or promotion
through hoardings. No other form of advertisement address the audience
personally with their name. This feature definitely gives email advertising an
edge over other forms of advertising. Performance of the campaign which is
done through email advertising can be easily evaluated and traced. With
email marketing audience all round the globe can be targeted with same
level of efficiency. Sending email to someone in USA requires same amount
of resource as it takes to sending to someone in UK. So, email advertising
provides advertisers with greater reach. The content of the email can vary as
per the requirement of the campaign. An email can be contain plain text as
well as graphics and animations.
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24. Types of Advertising : Email
Advertising (Continue)
Steps to be adopted for achieving better results with email advertising:
 Emails should have instructions which are easy to understand.
 Tell clients about the benefits of your product and compare it with
the rivals.
 Provide client with the brief about your organisation and how
business is carried out.
 Sometimes offer discounts to attract customers.
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25. Types of Advertising : Content
Advertising
 Content:
Ad is placed on those websites whose content is similar to
that of ads. Content advertising focuses on maintaining
the consistency of the matter on the site. For example: If
you are reading an article on feedback on Nokia Lumia ,
at the end of the page you might see the article named
Samsung latest phone feedback. That’s a form of content
advertising.
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26. Retargeting
 Retargeting : is a method which enables the website owners to "re-
attract" the previous visitors to their site .The concept of retargeting
primarily focuses on increasing the conversions . Most of the times
the users visits the site but does not participate in any call for action
and leave the site , so retargeting tool keeps the track of those
visitors and follow them throughout the web . By doing so , when
those visitors surf the web ,the ad of the websites which the user
recently visited is displayed to them , which most often compels the
user to again visit the site.
 Retargeting ensures that advertising infrastructure is utilized in the
best possible way , media gets spent on the people who have
already visited the website and have shown interest in the past. This
helps the marketers achieve high Return on Investment. Every time
your customer sees your retargeting ads it generates the interest to
visit the site again which increases the click through rates and
conversions.
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27. Retargeting Continued…
 Working : Retargeting is a cookie-based technology which
involves the use of a Tag , usually a JavaScript code. This Tag
enables the marketers to follow the users all over the web.
 A small JavaScript code is placed in the footer of the website.
This code, also known as pixel is placed in such a manner that it
remains unnoticed by the site visitors and also doesn't affect the
performance of the site. Whenever a new visitors hits the
webpage , the code generates a random cookie which is
placed in the user's browser. This cookie is helpful in tracking the
user throughout the web. Now, when this cookied visitor surf the
web , retargeting provider serve the ads of your website , which
ensures that ads are served to only to people who had earlier
visited your site.
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28. THANK YOU…
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