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IDBI Bank

Digital Workshop
Digital marketing is broadly under 4 sections

DISPLAY MOBILE

SEARCH SOCIAL

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DISPLAY

This is very similar to TV and


Print planning

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Consumer journey starts with exposure and ends with action
Action
Visit
Click
Unique user (Reach)
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Impressions (Exposures)
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Reach cannot be higher than impression, visits cannot


be higher than clicks
Impression = Exposure

Ad impressions

Every time a Display Ad page loads (Refresh or move into another


page), it is a new impression
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Difference between Impression and Page view

Page views

Ad impressions

Page views are used for content and impressions for ads

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What is Reach

Number of people reached among


the target audience through planned
exposures. This can be calculated
using Comscore (Tools like TAM, IRS)

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What is Click
Display ad

When someone clicks on the banner


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What is Unique Visitor

Anyone, who visits the brand website, or portals

Even if a user visits multiple times, he is counted just once


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Nokia Ad
Landing Page for this Ad will
be Nokias website

Citi Ad

In this scenario, the page has served 2


impressions, 1 for Nokia Ad & 1 for the Citi Ad. Landing Page for this ad will
be Citis webiste
i.e Total Impression delivered on the page = 2
Total Impression delivered on Nokia = 1
Total Impression delivered on Citi = 1

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Action

Lead (for Auto category test drives, for Finance


category potential consumers)
Sales (for Ecommerce companies like flipkart,
myntra)
Downloads (this could be forms, for education
clients, white papers for B2B clients)
Registration contest participation, game plays
Simply put it is the no: of times the ad is shown on a particular
Impressions
web-page

Valid Click A valid click is when a human being clicks on the ad

Landing Page The page where the user lands up after clicking the ad

If the ad was shown on the page X times & it received Y clicks,


Click through rate(CTR)
CTR = Y/X * 100

MAXUS Interaction has a benchmark report from an ad tracking


Benchmark CTRs agency called Eye Blaster which tells us expected CTRs across
segments

Unique Visit The total no:of Unique users who arrive at a website

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Total Media Cost
Cost per Click (CPC) Number of Clicks Delivered

Cost per Thousand Total Media Cost X 1000


(CPM) Impressions Delivered

Rate at which people who have responded to an on-line ad have


Conversion Rate subsequently completed the action

Any user who agrees to start a dialogue, communication or


Opt -in relationship with an advertiser
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2 kinds of sites
Horizontals vs Verticals

This is like Hyper market, where This is like Specialist store,


you can go and buy multiple where only 1 category is
things like Food, Apparel, Shoes available. For ex Medical
etc stores

Yahoo, Rediff Cricinfo, Moneycontrol


Buying Models
Cost Per Allows planner to
Measured in terms of
Thousand Imps Allows
selectplanner to
best performing Measured in terms of
select Reach, CTR
(CPM) sitesbest
andperforming
placements Reach, CTR
sites and placements

Cannot select section


Cost Per Click Cannot select section Measured in terms of
or placement. Measured in terms of
or Auto-runs
placement. actual deliveries and
(CPC) based on actual deliveries
cost efficiency and
Auto-runs based on
inventory availability cost efficiency
inventory availability
Cost Per Pay the site for a Measured in terms of
Pay the site for
particular a
action Measured in terms of
actual deliveries and
Action particular action
(lead / download) actual deliveries
cost efficiency and
(lead / download) cost efficiency

Sponsorships Fixed period Measured in terms of


Fixed periodinitiatives
branding Measured in terms of
Reach, CTR
branding initiatives Reach, CTR
Geographic targeting

Geographic targeting is usually done using your PC/Mobile IP


address, which can reveal your location to various levels of
accuracy; from a city level to a postcode in some cases

One needs to check with publishers if this is possible


Demographic targeting
Demographic Targeting allows marketers to focus online adson
subscribers with their desired demographics (i.e., profession, company
size, gender, age group, depend on the number of filter available from
media vendors. Typically in login/logout portals like mail, messenger, it
is possible to target by age and gender.
Behavioural Targeting

Technology

It is possible to track a persons activities on the internet and


deliver ads based their reading/browsing habits
What is an ad server
The software used to deliver display advertising and clickable text-based ads to the
persons internet browser
Responsible for administrative tasks including the counting of impressions and clicks, and
reporting on campaign performance
Method 1 Method 2
User logs into portal
Publisher
Server Publisher
User logs into portal Server
Th Publisher server pushes
pu ird p content
sh ar
es ty
ad s e
Publisher server pushes rve
content and Ads r
Third Party
Server
Ad network = Aggregator

Ad network represents various small sites, and brings them together in


terms of genres to advertisers. For ex- Tribalfusion has a genre of sites
Sports which has multiple sites of various sports like cricket, tennis,
basketball.
Pre Rolls

Pre rolls are like TV spots


which happen before the
program starts. Ie last spot
before program starts
SEARCH
What is SE0 and SEM?
Keyword

SEO SEM
Paid Search
Advertising
Your message
Organic Search reaches customers
Results at the moment they
Results generated demonstrate
Algorithmically interest in what you
SEO Search Engine Optimization
unpaid sell
SEM Search Engine Management Long term & Long term and
continous short term
SEO
What the user sees
What A Spider Sees
SEM Landscape

Keywords

Use of search

keywords, contextual

targeting and site Site Targeting


Contextual
targeting to reach the Advertising
TG
Keyword based Targeting : Text Ads on the right side. Ex some one
searching for Home loans will see ad with home loan message
Site based Targeting : Selecting key sites from Google network

Home loan Target audience visit Economic times, hence ad placed there
Contextual Targeting : Basis campaign key words, ads get placed in the right context

Some one reading an article on home loan and we can


place the ad there so that contextual targeting happens
In SEM ,how is Ad position/appearance/Rate determined

Basis theBID
which you have
entered in the Quality
Search Engine
Management Score
system (Google
AdWords)
Factors for determining Quality Score

The historical clickthrough rate (CTR) of the keyword and the matched ad
on the Google domain
Your account history, which is measured by the CTR of all the ads and
keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
The relevance of the keyword to the ads in its ad group
The relevance of the keyword and the matched ad to the search query
Your account's performance in the geographical region where the ad will
be shown
Other relevance factors
Online Planning & Buying
process
8 main phases in
the online planning Agree to the brief
process
Post-campaign Understand the
analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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The Brainstorm Sessions help us decide..

Business / Marketing Objective


Communication Objective
Brand History on Internet if any

Digital planning has to take off once the


Brand Media Strategy is in place, which
clearly states

Market Prioritization
Target Consumer
Media Strategy i.e. GPS Star
Role of Media
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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Tools we use @ MAXUS
Comscore:

Data as recent as 1 month


Sample Size 600,000 in India
Provides age wise & gender wise split up of data
Provides reach, affinity, frequency of visit, stickiness to a genre or channel
Provides information on Source & Loss of Traffic to a site
While finding media trends, demographic trends etc, it does not consider
Internet Cafes or Shared servers
It does not give a state wise split up of data
The US version is much advanced & gives household incomes also

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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Developing the Online Strategy
At the centre of the process is the Consumer Insight
Based on the Consumer Insight we develop a Central Idea

A Strategy which is in place gives direction to amplifying the idea online

- Should we focus on reaching out to as many people as possible?


- Should we look at following him all over his internet journey?
- Should we create a huge impact & vanish?
- Should we just be present for a longer duration?
- Should we wipe out competition through a complete buy out?
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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Building the online media plan

Genre Selection Comscores Key Measure Report

Channel (Site Comscores Media Trend report & Cross Visit report
Selection)

Cost Efficiency of the Based on Past learning & Historic data we assign
Plan deliverable across the plan across a common metric

Based on the deliverables we rework on the plan and


Plan Optimisation optimise it & use the Reach/Frequency Tool on Comscore
to assess the reach of the plan
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Search Marketing - Tools
Google Ad Planner

Data as recent as 1 month


Free Tool
Sample Size 600,000 in India
Provides demographic & geographic split-up of data
Provides reach, affinity, frequency of visit, stickiness to a genre or channel
Decide on the genres based on these data

Google Ad Words
Free tool. One can use his/her GMAIL id to use this
Keyword tool gives information about the volume of searches happening
around each search term
Placement Tool provides information on the placements available on content
sites
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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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AD BUYING MODELS:

Image Building Exercise Pay for Performance Model

CPM CPC
Cost per Cost per Click
Thousand

CPA
Partnerships
Cost per
&Sponsorships Acquisition

CPL
Affiliate
Cost per
Deals
Leads

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Buying & Negotiations

Publishers share rate cards with us at the start of the year


With Big Publishers like MSN & Rediff we have Group M rates
Based on the volume of spends we further negotiate, basis
the previous years annual spend & the projected spends for
the current year
When a plan has a good concentration of innovative/rich
media banner promotion in it we pitch for value ads as well

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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Implementation and Campaign Live

The campaign can be implemented through

1. Individual publishers
eg: rediff, moneycontrol etc. or Ad networks like Google Network.

2. Third party Servers


eg: Doubleclick

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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Online Banners Click Through Rate
Assessing the Click Through Rate

Case -1 ( When Publishers server is serving & tracking the ad)

Publisher provides us a report that tracks the total impression served & the total clicks received
The actual CTR is compared against the expected CTR at the time of making the plan

Case -2 ( When Double Click server is serving & tracking the ad)

Advantage is all the publishers report are available at one place


Delivered CTR against expected CTR is compared

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Landing Page Assessing Quality of Visits
Google Analytics
Anyone can set up an account with his/her gmail id
Once the landing page URL is submitted, Analytics provide us with a Tracking code, which is an
HTML code. This HTML Code has to be integrated on the landing page 2 weeks before the campaign
start date
Through this tracking code, Google Analytics can track;
Unique Visits to the website

Total pages viewed on the site

Average time the visitors spend on the site

Cities from where the traffic came

Conversion rate of the visitors

Most visited sections in the site

Google Analytics cannot specifically tell us, which banner from which website is giving us the maximum
conversion on the site
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Agree to the brief

Post-campaign Understand the


analysis market & audience

Reporting and
Online strategy
optimisation

Implementation Media plan and


and campaign live rationale
Buying and
negotiation
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Post Campaign Analysis

A detailed post campaign analysis presentation to be made to the client on completion


of the campaign.
This should cover:
Site level analysis
Position analysis
Creative analysis
Time of the day
Day of the week
Keyword analysis, etc.
Learning from the post campaign analysis to be used as input for planning the next
campaign.

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BILLING

Our ops team sends


We receive vendor Billing instructions as
Sent to Finance
invoices per deliveries

Finance checks the


If ok, raises invoice
Billing Instructions
to client.
against vendor invoices

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