Daily News: Digital Ad

Spend Strategy(2019-2022)
Daily News: Overview
Revenue
Daily News has $100 million in
revenues as of now which is 3.3%
of the total market share of digital
spend in India
Continued Revenue Growth
*Projected revenue growth of Daily
News seems a healthy 75% with
continued addition of new users at
25% monthly & 145% yearly*
Current Monetization Strategy
Display Ads are the primary
source of monetization e.g.
Banner ads & Interstitials
Leading New Aggregator
One of the most popular news
mobile apps with content from
major Indian newspapers, News
TV channels & other news
mediums.
Available in your Local Language
News available in more than 10
Indian languages : *Hindi, Tamil,
Malayalam, Kannada, Telugu,
English, Marathi, Bangla, Gujarati,
Odia, Punjabi & Urdu*
100 Million+ Monthly Active Users
With more than *90 million
downloads on both Appstore &
Playstore with rating of 4.3 & 4.5
on the respective platforms*
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Problem Analysis
Market share needed of the total Ad spend market
10% in India by 2022
Our Recommendation
We propose a 3 step strategy for Daily News
Required CAGR for revenue of Daily News to meet
87.5% this target
1. Revamping the traditional Ads (Banners & Interstitials)
2. Bringing new Ad formats (Native, Rewarded )
Indian Digital 3. Adding more effective Ad networks & Advertisers
Actual Revenue Required Revenue
Year Ad Spend
(*CAGR=75%*) (CAGR=87.5%)
(CAGR=30%)

2019 $100Mn $100Mn $3Bn

2020 $175Mn $187.49Mn $3.9Bn

2021 $306.25Mn $351.53Mn $5.07Bn

2022 $535.94Mn $659.07Mn $6.59Bn

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Revamping the Traditional Ads displayed

Our Observations

Non effective
Only Banner & Interstitial ads are
displayed in the app

Cluttered Designs
The ads are cluttered with no clear
message or CTA coming out

Lesser CTR
Compared to competitors’ platform we
saw significantly less Click thru rates
*(14%)*
Non - Adherence to standards
Ads are not following the 3Cs(Compelling,
Concise & Clear) principle of Google

Overall less revenue

Customers don’t click on the ads &
Non-Effective banners
Advertisers are only paying for Ad
impressions
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Revamping the Traditional Ads displayed…
Our Recommendations

Prominence
The best way to structure a display ad is
to make your value proposition and CTA
most prominent.
Simple Colors
Choose a simple color palette that’s
conducive to your branding and marketing
goals.
Information hierarchy
When it comes to typography, construct a
hierarchy to make sure the most important
information stands out.
Simplicity
Keep the overall design of your display
ads simple

Choose best display Ad networks

It is crucial to choose Ad networks & Effective banners
advertisers who follow the above
standards

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Native Ads : A boost for better Ad revenues & Experience

Built to blend
Appear as the part of the
app’s content, the name of
10.6 % CTR
these ads is accepted as
“Native Way higher when
compared to Banners &
Non Disruptive others
Users can even now browse
the content within the app
while seeing the ad.

Why Native?
•Native ads are seen 53% more
than banner advertisements
•Heineken Light achieved 54% of 14% Engagement rate
group of audience (35 million
Significantly higher from
individuals) in only three days
Banner ads
utilizing native video promotions
on Facebook.
•32% of shoppers said they would
share a native ad to loved ones,
versus 19% for banner
advertisements. Demo of Native Ads in Daily News app

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Rewarded Ads: Maximum engagement & revenue

Playable Ads
● Playable ads: Click-to-
download ads that let the
user try out a game by
playing it within the ad
unit context.
● Afterward, the user
is offered the opportunity
to download the app. Sample of a Survey ad
Survey Ads
Average CPM Range
● Asks the user a Android & iOS
question.
Banner $0.15-$2
● After answering, the
Interstitial Ads $2.00-$5.00
user receives a reward. 4x increased Engagement rate
The study was conducted over 500
Rewarded Ads $30+
million app users across 10,000 apps 7
Choosing the best Mobile Ad Networks
Check these while choosing your
Ad network Our Recommendations
● how a mobile ad network sources its inventory for
in-app ads;

● can a partner reach your target audience via in-

app advertising; Best for Banners , Interstitials Best for Native & rewarded

● how they deal with click fraud advertising in ● AdMob- Google ● FAN
apps;
● FAN(Facebook audience ● InMobi
● preferable in-app cost model (CPM, CPC or CPA); network)
● TapJoy
● whether partner’s information on audience ● MoPub (Twitter)
● Smaato
segments is updated for your in-app ads;

● which algorithms are used to target users of your

interest within in-app ads campaign;

● partner’s privacy policy regarding in-app

advertising;

● what kind of in-app ad units can be used (video,

banners, interstitials, etc.);

● whether partner provides dashboards or app

analytics.

number of installs and reach of some of the biggest mobile ad platforms existing today
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Thanks!
Any questions?
You can find me at:
● sumitkumar2018@email.iimcal.ac.in
● M: +91 8884972111

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References
http://www.dedicatedmedia.com/articles/the-power-of-native-advertising ; The Power of
Native Advertising

https://www.facebook.com/business/success/heineken-light ; Heineken Light

http://www.sharethrough.com/2013/05/infographic-native-advertising-effectiveness-study-
by-ipg- media-labs/ ; Native Advertising Effectiveness study by IPG media labs

http://www.pocketgamer.biz/news/65750/tapjoy-rewarded-ads-report/ ; Using rewarded

video ads in your app can boost retention by 4x, claims Tapjoy

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