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

Visibility & Impact
Yahoo Home page
•  Launch, pre-finals
burst to grab eyeballs
and drive traffic
Rediff, Indiatimes
•  Pre-finals burst to
ride on IPL wave and
drive traffic
Relevance
Bing bang
Cricinfo tab
sponsorship
•  blog + inventory on very
popular cricket site IPLT20.com
•  Home page logo
Cricbuzz presence + inventory
to drive traffic on
•  Inventory + home page much advertised
on 5th most popular official site
Cricket site
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