Professional Documents
Culture Documents
Buying Models
Buying Models
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
Measured in terms of
Suited for transaction /
CPL / CPA sign-ups achieved,
sign-up based campaigns
cost efficiency
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
Relevance
Visibility & Impact Bing bang
Yahoo Home page Cricinfo tab
sponsorship
• Launch, pre-finals • blog + inventory on very
burst to grab eyeballs popular cricket site IPLT20.com
and drive traffic • Home page logo
Cricbuzz presence + inventory
to drive traffic on
Rediff, Indiatimes • Inventory + home page much advertised
on 5th most popular official site
• Pre-finals burst to Cricket site
ride on IPL wave and
drive traffic Zapak Cricket
• Home page presence on
niche cricket site
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
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
• 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
Avg=0.22%
The Cricinfo CTR was brought down by the 125x125 as unit that
performed absymally
Plan Reach
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?
Paid
search
results
Paid
search
results
Organic
search
results
Search Engine Optimization
What People Do?
What is SEO ?
• 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