4. Paid-Owned-Earned Media
Paid Owned Earned
media media media
All forms of advertising – TV Corporate / official
PR coverage
ads, print ads, OOH, online ads website, specific microsite
Social media pages – Social media –
Sponsorships
facebook, twitter, youtube, etc. likes, shares, comments
Logo, Tagline, Communication
assets – TVC’s, photos, print
ads, etc
9. Website / Mobile Metrics
Term What does it stand for
A unique user is an individual visitor to a
Unique user
Web site
Occurs when a users browser requests a
web page. A single page view may create
Page View
multiple hits to the server if the page
contains multiple elements such as banners.
• Unique users will always be less than or equal to the page views
13. Sources of such data
Website owner
- Unique users
- Page views
Web - Time spent
Analytics tool - Which sections are
more popular
- Sources of traffic
3rd party audience
measurement tools
- Unique users
- Page views
Panel data - Time spent
- Demographic data
23. Media Definitions
Term Definition
An ad impression is reported whenever an individual ad is
Ad impressions displayed on your website. Different ad formats will display
varying numbers of ads
Click A click is counted when a user clicks on an ad
clickthrough rate (CTR) is the number of ad clicks divided by
the number of individual ad impressions.
Ad CTR = Clicks / Ad impressions
CTR
For example, if your ad received 5 clicks out of 1000 ad
impressions, your ad CTR would be .5%.
36. Social Metrics
• Impressions – Number of times impressions of your ads were seen.
• Reach – Number of unique people who saw your ad.
• Interactions – Any sort of interaction with your ad unit.
• Interaction Rate – Interactions/Impressions
• Link Clicks – Number of link clicks
• Link Click Rate – Link clicks/Impressions
• Video Plays – Number of video starts.
• Video Play Rate – Video Plays/Impressions.
• Actions - If you’re promoting a Page, Actions measures the number of times
people - liked your Page, liked posts on your Page, commented on your Page
posts, @mentioned your Page in a status update, checked into your
Place, tagged your Page in a photo, shared your Page posts, claimed your
offer, answered your question, followed your question, clicked on the Page post
link, viewed the Page post photo, viewed the Page post video.
38. What goes into the digital plan
Target Group
Touch points
Communication
Reach,
targeting
Budget
Call to action
39. Planning for Web
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
40. Buying terminology
• CPM : Cost per 1000 impressions
• CPC : Cost per click
• CPL : Cost per Lead
• CPA : Cost per action / acquisition
41. Basic formulae
When buying impressions,
Cost = (impressions / 1000) x CPM
When calculating performance of impressions
CTR = (clicks / impressions) x 100
42. 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
45. Targeting – the objective of media planning
Youth, 18- New Nokia
color
24 accessories
Male, 25+ Renault Escala
Surf Excel
Female, 25+ matic “no soak”
46. Types of targeting on display advertising
Contextual Demographic Behavioral
Advertising Advertising to Advertising
based on reach a based on user
content being particular behavior online
consumed e.g. demographic e.g car buyer
samsung note TG e.g. female
II ad on a 25+
technology site
49. Demographic targeting
• Where all do you remember having given your
demographic details – age, gender, city, etc.
willingly?
Email Messenger Social networks
51. Behavioral targeting
• Works best for highly involved product or TG
categories such as parenting, travel, automobiles
• Behavioral targeting video:
http://www.youtube.com/watch?v=WPfDN97lEQY
52. Targeting on the mobile
Handset
Operating system
Cell site
More…
