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Full info about Online Advertising
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TOPICS
SL.NO TOPICS PAGE.NO1. INTRODUCTION & MEANING 3-42. ADVANTAGES AND DISADVANTAGES OF
ONLINE ADVERTISING5-10
3 TYPES OF ONLINE ADVERTISING WITH EXAMPLES
11-14
4. HOW TO DEVELOP GOOD ONLINE ADVERTISEMENT
15-17
5. ONLINE ADVERTISING IN INDIA, OVERVEIW AND STATISTICS
18-24
6. ONLINE ADVERTISMENT AGENCIES IN INDIA
25-30
7. AD SPECIFICATIONS WITH CONTEXT TO REDIFF
31-34
8. COST ASCERTAINMENT IN ONLINE ADVERTISING
35-38
9. IMPORTANT TERMINOLOGIES 39-4310. BIBLIOGRAPHY 4411. A SURVEY BY JUST CONXULT -
[ONLINE ADVERTISING IN INDIA] Page 1
INTRODUCTION TO ONLINE ADVERTISING
Online advertisement
Online advertising is a form of advertising that uses the Internet and World
Wide Web in order to deliver marketing messages and attract customers. Online
advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers.
Examples of online advertising include contextual ads on search engine results
pages, banner ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam
Today all the companies in India and corporate in India have products or
services to sell and they are advertising them via T.V, newspapers, brochures,
magazines, radio etc. But its time to take the promotions online is a effective way
of advertising that uses the power of Internet and World Wide Web in order to
deliver marketing messages and attract customers. Different examples of include
contextual ads on search engine results pages, banner ads, advertising networks
and e-mail marketing, including e-mail spam and newsletters..
Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the
viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website,
[ONLINE ADVERTISING IN INDIA] Page 2
or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to
business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial
[ONLINE ADVERTISING IN INDIA] Page 3
Advantages & Disadvantages of Online
Advertising:
Online Advertising offers several advantages over
traditional means of advertising. The advantages offered by
online advertising are as follows:
1. Traceability:
Online is different because we can know which ads work
and which do not, because we can track them. This gives online
the advantage over traditional advertising every time. We can
test our advertising ideas and only roll out the successful ones,
leading to far higher returns on investment than can be achieved
by lucky guesses.
2. Internet adverting enables good conversion tracking:
It's impossible to get a good idea of how many people see
advertising through traditional means. Tracking the reach of
newspaper and television advertisements is difficult. With the
help of impressions, clicks, and conversions, advertisers can
easily judge the effectiveness of the messages in their ads.
3. Targeting:
Online advertising can trump traditional media because
online ads can be targeted. Why show the same advertisement to
[ONLINE ADVERTISING IN INDIA] Page 4
a 20 year old and a 60 year old viewer? The web allows us to
deliver bespoke advertising to clients. Your website can be used
to target messages that are tuned to the wants and needs of
particular clients.
You can target your audience effectively. The trick is to
place your ad where the right customers can see it. Think like
one of your own customers by trying to imagine which sites
they're likely to visit. Those sites are where to place your ad.
4. Internet advertising is huge:
With the growth of information on the internet, the
amount of time people spend on it has also grown, which has in
turn generated a new market for internet advertising. Some of
the wealthiest companies in the world have made sure that they
get a piece of the internet marketing pie, and for a good reason.
5. Internet advertising has a lower entry-level fees:
If you have a limited budget, internet advertising can be
much more in reach than traditional methods. A small yellow-
page ad can cost several thousand rupees. However, you can bid
for advertisements on Google and Overture on a performance
basis. That means that you only get charged when visitors click
on the advertisement.
[ONLINE ADVERTISING IN INDIA] Page 5
6. Internet advertising can be much cheaper:
Because of the targeted nature of internet advertising
and the ability to track the effectiveness of ads, conversion rates
from internet advertising is typically much better than traditional
mediums.
In comparison to traditional forms of advertising, online
advertising is cheaper. Often, advertisers are charged only when
visitors click on their ads.
The ad campaign is less expensive because you don't have the
costs associated with reprinting and redistribution (as you do in a more traditional
campaign), the overall expense of a change is decreased.
7. Internet advertising has greater range:
The Internet enables extensive coverage, as it has the capacity to
reach global audiences at a rapid rate.
8. Budget:
A global reach is within everyone's budget once they
invest a little time and effort in online marketing. With tools such
as ad words a small business with just one or two employees can
create and manage marketing campaigns that are seen on the
other side of the world.
9. The presentation to the market:
[ONLINE ADVERTISING IN INDIA] Page 6
If your product / service are aimed at the younger
generation or the corporate world, Internet advertisements
would be best because they are already hooked into the net,
surfing websites.
10. Relatively trouble-free:
Everything you really need is a PC, some knowledge and
ideas for designing your site, then search for the best Internet ad
package for your advertising needs and budgets, choose from a
variety of advertisement ways like Banner Ads, text ads, etc. All
from the comfort of your home.
11. Update ads:
Unlike TV commercials, which must be periodically
updated, your Internet ads could go for some time without
change. If they need updating, the amendment of the site or your
ad is usually a very simple matter that can be done quickly and
easily. You can change your online ad much more easily than you
can change ads in other media.
When you need to alter your online ad, no printing or
taping is required. Just change the HTML that created the online
ad and you're done in a matter of minutes.
12. You can easily test the market:
[ONLINE ADVERTISING IN INDIA] Page 7
If you create a brochure, you have to print and distribute
it before finding out whether your campaign is effective.
Response (or lack of response) on the Internet is lightning fast.
You can also add a counter to your company's Web site to see
how many people visit your site.
13. The ad works 24 hours a day, 7 days a week, 365 days a
year:
It's always nice to know your advertising is working for
you around the clock and around the world, so that your
customers can view it at their convenience rather than any
specific time.
14. Direct Response:
The biggest strength of online advertising is the direct
response that it offers to both customers and advertisers.
Audiences are just one click away from the advertisers, creating
a unique opportunity for advertisers to engage in two-way
communication with buyers.
15. Your customers can see your ad, shop, and buy, (if you
sell your goods online) all without leaving home: It's hard to
beat that sort of convenience.
Disadvantages of Online Advertising:
1: Scope:
[ONLINE ADVERTISING IN INDIA] Page 8
It is a "limited" market that can be conquered, if you only
use the Internet for advertising display. While more and more
people every day are now into the use of technology and surfing
the World Wide Web there are quite a few of the average
consumers out there that are still on the older forms of
advertising as a means to gather information on certain products
and services. Fortunately for us Internet advertisers that are
changing quickly in our favor and this will soon no longer be an
issue.
2: Additional costs:
If you decide to rent the help of a professional, a
freelancer or a company for the production of your site and /or
advertising for your product or service, of course it costs more
than if you did it yourself. While the costs can advance an initial
disadvantage, the results in the long term may in fact be very
beneficial if you have the right people to work with.
3: It's too measurable:
You can gather more statistics than a baseball team.
Worse, some of the click-through rates are low - often 1 or 2
percent or even less. That means hardly anyone who sees your
ad clicks on it and visits your Web site - or buys your product.
Online advertising is still in its infancy.
4: Customers are experiencing advertising overload:
[ONLINE ADVERTISING IN INDIA] Page 9
One problem with online ads is the incredible amount of
clutter on most Web pages. Every advertiser wants consumer
attention, but readers simply have too much information to
digest. Often, they choose to ignore ads - and that is what leads
to low rates of return.
Even with its disadvantages, the Internet is turning into a
tool that surpasses the wildest dreams of ad execs. The radio
took 38 years to reach 50 million users. Television took 13 years
to reach 50 million viewers. And the Internet took just 5 years to
reach the same number of users - a stupendous achievement.
TYPES OF ONLINE ADVERTISING
Web Advantage assesses a wide variety of online advertising and targeting
methods to ensure the most effective and cost-efficient media buys for your
campaign goals.
[ONLINE ADVERTISING IN INDIA] Page 10
AD FORMATS
TEXT ADS: Advertisements displayed as simple, text-based hyperlinks are
known as Text Ads. As their name suggests, text ads they do not include
graphic images. Text ads are sold on non-search websites and can be served
either by individual websites, or a publisher’s own ad servers.
DISPLAY ADS: Graphical advertisements featured on websites are known
as Display Ads. Display ads are often available in many standard shapes and
sizes, including: banners, leader boards, skyscrapers, large boxes, and other
sized graphical ads. Display ads use eye-catching visuals to quickly grab
catch the attention of website visitors browsing the pages on which they are
featured. Display ads are sold on non-search websites and can be served
either by individual websites, or a publisher’s own ad servers.
POP-UP ADS : Advertisements that appear to “pop up” in a new window as
users browse a website are known as Pop-Up Ads. Hover ads, floating ads
and slide-in ads ads are all considered pop-up ads. (Sometimes these ads are
also known as Pop-Under Ads, depending on whether they are displayed
over or underneath the current web content being browsed.) The use of Flash
and DHTML ads has risen in recent years in an effort to counter the
increased usage of pop-up blockers.
FLASH / DHTML ADS: These kinds of ads incorporate Flash animation or
other motion graphics. Ads may be animated display ads in more traditional
shapes and sizes, or, as of late, they can be sophisticated ads that function
similarly to pop-up ads but with much deeper integration into the overall
design of the site.
INTERSTITIAL ADS: Interstitial ads appear between web pages that the
user requests. For example, an interstitial ad may appear after you click on a
[ONLINE ADVERTISING IN INDIA] Page 11
link in an excerpt to view the full content of news story. Because interstitial
ads load in the background and do not interrupt the users immediate
browsing experience, they are a preferred method of delivering ads with rich
media, streaming video, and/or large graphics.
VIDEO ADS: With the popularity of online video watching, video ads have
become a viable means of distributing rich advertising content. Currently
video ads can either be content created entirely by the advertiser, or “in
video” ads that will show your ad within a video. Major search properties
like Google (through You Tube), MSN, Yahoo, and AOL all offer
advertising on their video websites.
EMAIL ADS (CLASSIFIED ADS & NEWSLETTER ADVERTISING):
Ads that are distributed by a publisher through email blasts to opt-in
audiences are known as email ads. Advertisers can individually sponsor a
publisher’s email newsletter or they can purchase classified ad space.
ON-SITE SPONSORSHIPS: On-Site sponsorships are ads (typically just a
company’s logo) that can be bought on individual websites. Sponsorship ads
typically appear in an area on the website reserved for sponsors and often
noted as such.
ADVERTORIALS: Advertisements in editorial form that appear to contain
objectively-written opinions are known as paid editorial ads, or
“Advertorials”. Online advertorials are typically featured on publisher’s
websites and promote products and services related to the website’s content.
Some ad networks will develop, optimize, and write you’re advertorial and
place it on their ad network.
[ONLINE ADVERTISING IN INDIA] Page 12
TARGETING METHODS
CONTEXTUAL TARGETING: When ads are served based on related
content a user is currently reading or browsing online, it is known as
contextual targeting. For example, if you are reading an article on a
news website about sports, you may see contextual ads for sports
gear, memorabilia, or game tickets. Contextual ads are purchased
through major search properties like Google, Yahoo, MSN, and
through many other contextual ad networks. Ad relevancy is typically
determined by algorithms that will assess the appropriateness of the
ad in relation to the displayed content.
BEHAVIORAL TARGETING: When ads are served based on user
behavior, it is known as behavioral targeting. Behavioral targeting is
based on a variety of online factors such as recent online purchases,
searches, and browsing history, as well as demographic details such
age or gender. For example, if you recently visited a real estate
website, you may see behavioral ads selling mortgages.
GEO-TARGETING / LOCAL ADVERTISING: When ads are served
based on a user’s geographical location, it is known as geo-targeting.
For advertisers interested in targeting users within a specific locality
or region, geo-targeted online advertising is an effective solution. An
increasing number of websites now offer geo-targeting capabilities.
Local advertising also includes network buys through radio, television
and newspaper websites, as well as localized search engines and
directories such as Yahoo! Local, Google Local, and AOL City Guide.
[ONLINE ADVERTISING IN INDIA] Page 13
How to Incorporate Online Advertising Campaigns in Your Marketing Program
[ONLINE ADVERTISING IN INDIA] Page 14
Internet marketing isn’t just for consumer marketers or large B2B firms –
it’s a powerful vehicle for companies of all sizes.
Online advertising offers B2B marketers an opportunity to reach very broad
or very targeted prospects to generate leads, communicate a message and raise
visibility. In the Marketing M.O., the term “online advertising” refers to three
general types of campaigns:
Banner ad campaigns on B2B websites
Ads or sponsored content on targeted email newsletters
Affiliate programs that enable other companies to put your ads on their
sites in return for commission on clicks or sales
While a B2B marketer has a smaller universe of prospects than a consumer
marketer, the value of each prospect is typically far greater. With a targeted
campaign and a good offer, you may only need to generate a handful of highly
qualified prospects to generate substantial revenue.
HOW TO DEVELOP A GOOD ONLINE ADVERTISMENT
Before you launch an online campaign, it’s important to have a good website that
can measure your traffic and convert visitors to prospects or customers. It’s also
[ONLINE ADVERTISING IN INDIA] Page 15
helpful to address your online campaigns in your annual marketing plan and
budget
Develop a tangible goal:
For example, determine how many click-throughs or leads you need to
generate, then estimate your response rates to figure out how many impressions
you’ll need. Make sure you know how you’ll measure your campaign as well.
Target your audience:
Profile and target your audience. You can reach a large audience with your
ad, but that doesn’t mean you should – narrow targeting means you can speak
more directly to their needs.
Create a good offer and compelling call-to-action:
Your ad needs to generate interest and get people to click through to your
website to learn more – give them a reason, a benefit. Keep your message simple
and clear.
Focus on conversion:
[ONLINE ADVERTISING IN INDIA] Page 16
When you run a great ad, continue the message and momentum on your
website. Don’t drive prospects to your home page; instead, create unique landing
pages that focus on the topic you used to generate their interest. Focus and sell!
Continually test, refine and improve:
It’s easy and inexpensive to test your online campaigns. You can test the
offer, the design of your ad, the size and location of the ad, or the sites you
choose. Start with the element that’s most important – for example, the offer –
and create two versions of the ad. Then run them against each other to see which
performs best.
When you keep testing in this way, you can greatly increase your response over
time – and that can mean a substantial increase in the number of qualified leads
and new customers you generate.
[ONLINE ADVERTISING IN INDIA] Page 17
ONLINE ADVERTISING IN INDIA, OVERVEIW AND
STATISTICS
Advertising in India can easily handle your advertising needs. You may need to
design an ad for your business, looking for placing a matrimonial advertisement or
perhaps you want to publish an advertisement in newspaper for job recruitment.
One major benefit of online advertising is the immediate publishing of information
and content that is not limited by geography or time. To that end, the emerging
area of interactive advertising presents fresh challenges for advertisers who have
hitherto adopted an interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising
allows for the customization of advertisements, including content and posted
websites. For example, AdWords and AdSense enable ads shown on relevant web
pages or aside of search results of pre-chosen keywords. Another is the payment
method. Whatever purchasing variation is selected, the payment is usually relative
with audiences' response.
Objectives
There must be clear objectives for online e advertising. Advertising may have
many purposes, so identify a specific objective for a specific online advertising.
Advertising may be designed to do the following:
raise awareness of the company, product, or service within a clearly
identified target market
communicate the benefits of the product or service
[ONLINE ADVERTISING IN INDIA] Page 18
generate leads for the sales force
solicit customers through a direct response campaign
persuade prospective customers to switch brands
support a marketing event, such as a sale or an exhibition
inform customers where to obtain the product
build confidence in your organization
Again, there should be clear in advance how much is dependent on advertising and
how much is dependent on other aspects of your marketing effort, such as the sales
force.
Raise Awareness
Awareness advertising can be used if your company is entering new markets in
which you do not have an established reputation, if you are launching new
products which appeal to specific sectors of your market, or if research shows that
customers and prospects are not aware of the full extent of your products and
services.
For example, to raise awareness of its new range, one company advertised in
special interest consumer magazines designed for its target audience.
Advertisements included the telephone number of an information line. Editorial
articles in the same group of publications backed up the advertising by providing
more detailed information for consumers.
Awareness on its own will not sell products, however; if this is your objective, you
must integrate your campaign with other elements of your marketing. Likewise,
[ONLINE ADVERTISING IN INDIA] Page 19
awareness among the general public is very different from awareness in a small,
specialized market, so you should be clear about whom you are trying to reach.
Communicate Benefits
Product advertising should focus on solving the needs of your customers;
consequently, your advertising should stress the product’s benefits. This type of
advertising is important when research shows low awareness of product benefits, if
your products have recently been improved, or if you need to counter competitors
who have introduced products with similar or better benefits.
For example, if research shows that your company’s products are perceived as old-
fashioned or poor value for the money, you need to take action to communicate the
real benefits of your products. The phrase “perception is reality” definitely applies
in advertising.
Generate Leads
The purpose of some types of advertising is to provide leads that can be followed
up by a field sales force or telemarketing team. Sometimes, customers or prospects
have a complex decision- making structure and you cannot identify the decision
makers. Advertising that generates inquiries can identify the right people and open
the door for the sales team. It can also be used to identify prospects in new market
sectors in which you do not have an established customer base. Finally, this type of
campaign can generate leads for agents, distributors, or retailers who handle your
local marketing.
[ONLINE ADVERTISING IN INDIA] Page 20
Solicit Customers through Direct Response
Direct response advertising is the most measurable form of advertising and
provides a direct return in terms of incremental sales. In an increasing number of
markets, customers prefer the convenience of buying direct, and you have to
decide whether it is appropriate to bypass your existing distribution channels.
In the personal computer market, for example, products have become increasingly
regarded as commodities, and the resulting price competition put pressure on
margins. Manufacturers found that businesses and individuals were willing to buy
personal computers “off the page” or via the Internet. The result was a
considerable growth in the level of direct sales, and manufacturers could reduce
prices by avoiding the cost of selling through retail outlets.
Encourage Brand Switching
Advertising can play an important role in winning new customers as it encourages
them to switch brands. It helps you to increase market share or maintain share
against competitive actions and is also important if you are introducing new
products that offer greater benefits than those of your competitors.
Support a Marketing Event
This type of advertising helps to build traffic for your special event and insures that
the event attracts the right prospects. For example, a company that sponsors senior
executive seminars as a way of building its credibility could run advertisements in
the business press to promote such a seminar.
[ONLINE ADVERTISING IN INDIA] Page 21
Inform Customers Where to Obtain the Product
Advertising can help to drive business to retail outlets and can improve the
performance of your distribution network by showing the range of services
available from the outlets. It can also counter competitive action, if, for example,
customers are using other distributors to obtain spare parts and service. In this case,
advertising should show locations of retail outlets and explain why the authorized
distributor should be the first choice for customers.
Build Customer Confidence
Capability advertising or corporate advertising is sometimes dismissed because it
is difficult to measure, but it is important to use when a company has been
undergoing significant change or is entering new markets. It also provides support
when a company is trying to win key account business or if competitors are
targeting your important current customers.
Benefits of Indian Companies
If you listen to the sceptics, you’d think there is no point to online advertising. But
visit online magazines and portals worldwide, and you’ll see the ads of some of
the most successful companies in India.
Because of the lack of such information, many advertisers were faced with a
difficulty in allocating budgets for online advertising. The use of online
advertisements in terms of time bands and space bands rather than the pay-per-
click form was a new idea in the advertisement industry world over. The success of
[ONLINE ADVERTISING IN INDIA] Page 22
this concept in India would help MSN decide if it could replicate this across other
countries.
Online advertising is proving to be the most powerful and cost-effective tool to
drive traffic to your web site.Online advertising provides maximum exposure to
your products than any other form of advertising. If your business caters mainly
to the online clients or you own a web site then it become very important to
focus on online advertising as this will increase the traffic on your web site.
There are online advertising companies that market various tools such as pop-up
ads, banner ads, traffic exchanges etc, With the advent of heavy competition in
various businesses, online advertising has become a necessity.
You can achieve very good exposure of your website through Online advertising.
The very effective tools are SEO (search engine optimization), classified
advertisements, viral marketing, classified ads, email marketing and many more
free and paid forms of advertising.
[ONLINE ADVERTISING IN INDIA] Page 23
Internet Usage and Population Statistics:
YEAR Users Population % Pen. Usage Source
1998 1400000 1,094,870,677
0.1 % ITU
1999 2,800,000 1,094,870,677
0.3 % ITU
2000 5,500,000 1,094,870,677
0.5 % ITU
2001 7,000,000 1,094,870,677
0.7 % ITU
2002 16,500,000 1,094,870,677
1.6 % ITU
2003 22,500,000 1,094,870,677
2.1 % ITU
2004 39,200,000 1,094,870,677
3.6 % C.I. Almanac
2005 50,600,000 1,112,225,812
4.5 % C.I. Almanac
[ONLINE ADVERTISING IN INDIA] Page 24
2006 40,000,000 1,112,225,812
3.6 % Iamai
2007 42,000,000 1,129,667,528
3.7 % AWS
Source:http://www.internetworldstats.com/asia/in.htm
Indian online advertising Agencies
Online advertising is steadily robbing the market share from traditional media
advertising. Given the potential of growth and increasing Internet penetration in
India, online advertising is set to explode in coming years. The 38.5 million Indian
Internet users, according to an IAMAI study, have become the prime target for
numerous advertisers clouding the web.
To cash in on this growth, number of online ad networks have come up in India in
last few years. Here is an overview of current pool of online ad networks in India.
Komli: is a leading online ad network in India offering tools to Publishers to help
them manage, optimise, and make the most of their online advertising. On the
other hand, advertisers have access to millions of clients worldwide in order to
increase their consumer commitment, brand recognition, leads, and sales. They
[ONLINE ADVERTISING IN INDIA] Page 25
offer different options such as CPM and performance based CPC and CPA
marketing.
Solutions to both publishers and advertisers include Komli premium network and
Komli performance network. Komli premium network offers publishers tons of
advertising formats using the newest web technologies, as well as many top
brands, and provides advertisers with rich, targeted ways to connect with
consumers.
Komli last year got $7 million funding from 3 VCs namely Nexus India Capital
along with Draper Fisher Jurvetson and Helion Ventures.
Pubmatic: Although branded separately, Pubmatic is service
offered Komli. Simply put, Pubmatic is a ad network aggregator that helps
publisher to maximize the revenue that you can earn from your web site , and it
reduces the complexity of managing multiple ad network relationships.
Pubmatic optimises the Ads for publishers by offering the ad real estate to the
network that maximizes your earning opportunities.
[ONLINE ADVERTISING IN INDIA] Page 26
Tyroo: Tyroo is an India based online advertising network that uses proprietary
targeting technology to ensure advertisers reach out to the right websites from its
inventory of publishers.
Internet company Yahoo picked up at least 35% stake in Tyroo for an undisclosed
amount in July 2007. Incubated by Delhi-based digital media company Smile
Interactive Technologies Group, Tyroo was voted as one of the 10 most interesting
startups by Business daily Mint, a part of the HT Media group.
Recently Tyroo claimed to reach 2.5 billion Ad impressions a month. According to
Tyroo, its 2500 strong publisher network includes Perfspot, Facebook, About.com,
SantaBanta, Smashits, Yatra, and OneIndia. The company counts Microsoft,
General Motors, Pepsi, ICICI and Yahoo amongst its advertisers.
dgm India: dgm India claims to be the largest performance based affiliate ad
network in the country. dgm India is a wholly owned subsidiary of Deal Group
Media.
dgm India offers to its advertisers affiliate program to develop a virtual sales force
using one of their turnkey affiliate marketing products, whereby advertisers
promote their products via relevant and top performing affiliates /publishers.
For publishers, DGM India will optimize their online inventory, monitor and
evaluate performance and provide with attractive deals from all the advertisers.
[ONLINE ADVERTISING IN INDIA] Page 27
Ozone Media: Ozone Media is another online Ad network in India. Even though
they are one of the early entrants in this business, I am not sure how they are
positioned currently. Not much information is available on their site other than that
they use Accipiter’s AdManager with geo-targeting features which helps to target
campaigns to different countries and audiences.
I am really surprised that being into online advertising space they themselves do
not have much to show on their website.
PayPod: PayPod is an online ad network specifically tailored to help advertising
agencies take advantage of the digital medium. Targeted at the advertising and
publishing industry in India, PayPod’s Digital Advertising Network solution helps
deliver ads on the Internet based on geography, context, content, gender and age
group relevant to specific requirement and target audience.
Along with online Internet advertising, PayPod has also launched mobile
advertising solutions for publishers in India.
[ONLINE ADVERTISING IN INDIA] Page 28
IndiAds: IndiAds is the leading Internet advertising network for the Indian and
South Asian online community. They claim to deliver 800 million ads per month to
Indians and South-Asians living in North America, Europe and Asia.
IndiAds offers ad serving services for websites with traffic over 20,000,000
pageviews per month. With ability to precisely target ads to any geographic
location, with greater flexibility in campaign settings, publishers are able to acquire
new advertisers and provide better results for their existing clients.
Sulekha ad network: Sulekha is another Indian ad network claiming to be India’s
No.1 Ad network reaching 2 million unique visitors a month and 10% of online
global Indians.
Sulekha Ad Network has a network of 600+ websites serving Indians and NRIs.
Sulekha Ad Network influences consumer behaviour and lead to brand awareness,
lead generation and online sales by leveraging the LARGEST ad network serving
NRIs and Indians.
[ONLINE ADVERTISING IN INDIA] Page 29
AdsforIndians: AdsforIndians also claims that it is the largest Indian Ad network
and came into existence in 2004.
It also claims to be the only Indian ad network, which has the advanced technology
to syndicate the text ads with pictures as well as banner ads. Ads placed on
AdsforIndians are published on all their participating partner sites worldwide. Ads
can be geo-targeted to specific countries and ad channels to reach the targeted
visitors relevant to your Advertisement.
Google ad sense: Although not Indian, it is the most popular Ad network not only
in India but worldwide. More than 5 publishers mentioned above claim to be the
largest Ad network in India. I wonder how that can be with more than 75% market
share is with Google alone!
Other advertising agencies are,
REDPEPPER ADVERTISING: Situated in Delhi Redpepper Advertising
Agency is among the established advertising agencies in Delhi with several years
of experience in offering a comprehensive array of world class advertising services
in Delhi. We are among the renowned advertising agencies in Delhi with
specialization in the domains of full-service advertising and marketing
communication.
[ONLINE ADVERTISING IN INDIA] Page 30
It offer integrated advertising services which include Print Advertising,
Graphic Design Advertising, Corporate Identity, Online advertising, and Brand
Promotion in Delhi. It also provide Photographic Advertising, FM Radio
Advertising, Brochure Design Services and Exhibition Stalls as well as Public
Relations.
MSN INDIA:
MSN India had already received advertisements from brands like Windows media
center, Sahara, Reid & Taylor, Punjab National Bank, GE country wide, India
Today, and Alliance Insurance. MSN India hoped to have in its fold at least 500
advertisements by the end of 2006.
AD SPECIFICATION’S
Ad specifications mean advertisement specification. This means the way
one wants to place the advertisement online in the websites. The ad
specifications vary from website to website, some have very less ad specifications
where as the big websites like reddiff and yahoo has more ad specifications.
The tariffs of advertisement depends upon how you specify the
advertisement on the website. The ad specification comes in broadly three ways:
The video ad
The web banner ad
The single text ad
Video ad:
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The video ad means advertisement in the video format which can be of any
length, or sometimes it is has a standard length that again depends upon the
websites where we are advertising. The video generally should be in flash, using
flash 6 version software.
The web banner ad:
The web banner ad comes in the many sizes as offered by the website you
advertise. Its simple colour banner as we do in printing banners normally. but
here the size is very small and read in kilo byte size.
The single text ad:
The text ad does not contain and colour, picture or video. They are simple
advertisements which are hyperlinked to a page containing information’s and
they are placed in any corners or place of the webpage .
The tarrif of the advertisement depends on the following:
THE SIZE OF THE AD
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THE LENGTH OF THE AD PERIOD
THE TYPE OF THE AD
AD SPECIFICATION WITH RESPECT TO REDIFF
WWW.REDIFF.COM offers the following ad specifications
1. DISCUSSION BOARD AD: AD IS SPECIFIED IN THE DISCUSSION FORUMS OF
WEBSITE WHERE MANY PEOPLE LOG IN TO DISCUSS OF THEIR FAVORITE
TOPICS
2. E-SCORE BOARD AD: AD IS SPECIFIED IN THE SPORTS PAGES OF
WEBSITE,SPECIALLY CRICKET SCORE PAGE. IN THE LEFT OR RIGHT
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3. EDITORIAL PAGE AD: AD IS SPECIFIED ON THE MAIN PAGE OF WEBSITE
SPECIALLY ON TOP.WHICH INVITES LOT OF ATTENTION.SPECIALLY A FLASH
VIDEO
4. SEARCH WINDOW AD: AD IS SPECIFIED ON IMAGE SEARCH WINDOW OF
THE WEBSITE,SPECIFYING TO CRITERIA OF THE SEARCH
5. INBOX BOTTOM AD: AD IS SPECIFIED ON YOUR INBOX MAIL PAGE EITHER
ON THE BOTTOM OR ABOVE
6. INBOX MAIN AD: AD IS SPECIFIED ON THE IMMEDIATE PAGE WHEN YOU
OPEN YOUR MAILBOX
7. INBOX POPOUNDER AD: THE AD WHICH JUMPS OUT IN ANOTHER
WINDOW WHEN U OPEN YOUR MAIL
8. JUMBO AD: THE AD WHICH IS LARGE SIZE IN THE MAIN WINDOW. EITHER A
VDO OR A BANNER
9. MAIL SENT PAGE: AD IS SPECIFIED ON THE MAIL SENT SPECIFICATION PAGE
OF THE WEBSITE
10. MESSENGER PAGE AD: AD IS SPECIFIED ON REDIFF BOL MESSENGER PAGE.
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11. POPOUT AD: A POP OUT WINDOW APPEARS WITH JUS CURSOR
MOVEMENT ON THE BANNER
12.ROS-BOX AD: AD DISPLAYED AS SMALL SQUARES IN THE SIDE OF THE PAGE
13.SLUGGY TEXT AD: AD IS SPECIFIED AS SINGLE TEXT HYPERLIKED TO
ANOTHER PAGE
14.TOWER AD: AD IS SPECIFIED LIKE TALL TOWER SHAPE.CONTAINING
INFORMATION
Purchasing variations:
The three most common ways in which online advertising is purchased are
CPM CPC CPA.
CPM (Cost Per Impression)
Where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under)
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Where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
CPC (Cost Per Click):
Also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.
Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay
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only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.
HOW GOOGLE MAKES MONEY??
I was checking our referrer stats and noticed quite a few queries lately
relating to how Google makes money. In fact many of the queries are “how does
google make money”. So I thought I'd write this article explaining what it is that
Google does that makes them so much money.
In 2005 Google's revenues were over $6 billion on which they earned about
$1.5 billion in net income. This is a far cry from larger companies like ExxonMobile
which made over $25 billion profit.
But in just a short time Google has increased its value to over $110 billion,
putting it on par (in value) with the likes of Cisco Systems, Nestle and Coca-Cola.
So the obvious question is - how can Google make so much money?
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Well, Google makes most of its money through the sale of ads. In fact, of
the company's $6.2 billion in revenue in 2005, over $6 billion is from the ads.
Imagine that - Google can make so much money from ads which cost from
a few pennies, to a few dollars per click.
But it's not just the ads which help influence its value. Sure it makes most of
its money from the ads, but Google's share price is also strong and has been since
it went public. Google's shares are now worth over $350 each. Considering they
opened at between $80 and $100 per share you can see how much the company
has earned just from selling shares in itself. And the value of those shares is
largely determined by the revenue earned from advertising. If we make some
assumptions we can guess the traffic generated by Google.
For example, if we assume the average cost per click is a quarter (25 cents)
then Google received about 24 billion ad clicks. That works out to about 60 million
paid clicks per day, which means Google earns about $15 million per day on paid
advertising!
Granted, the company also has some large costs, but essentially Google
earns millions per day from the ad network they have.
And remember that the ads you see on Google are not only on Google.
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Google also has a program called “AdSense” which allows individual
webmasters and site owners to place Google ads on their sites and earn a
percentage on every click. From these types of ads there are reports that site
owners have earned more than $1 million per year on Google ad clicks.
In addition to this Google also has partnerships with other large sites such
as AOL which also display Google ads and take a percentage of every click.
But in every case where Google ads appear on other sites, you can pretty
much be guaranteed that Google earns the lions share of those clicks.
TERMINOLOGIES
ADWORDS:
AdWords is Google's flagship advertising product and main source of revenue ($16.4 billion in 2007). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
Pay-Per-Click advertisements (PPC)
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Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google's search engine on www.google.com or the relevant local/national google server (e.g. www.google.fr for France), ads (also known as creatives by Google) for relevant words are shown as "sponsored links" on the right side of the screen, and sometimes above the main search results.
The ordering of the paid-for listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser's keywords. The minimum bid takes into consideration the quality of the landing page as well, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business. Though Google has released a list of full guidelines for sites, the precise formula and meaning of relevance and its definition is in part secret to Google and the parameters used can change dynamically.
The auction mechanism that determines the order of the ads has been described as a Generalized second-price auction. This is claimed to have the property that the participants do not necessarily fare best when they truthfully reveal any private information asked for by the auction mechanism (in this case, the value of the keyword to them, in the form of a "truthful" bid).
SEARCH ENGINE OPTIMIZATION:
Search engine optimization (SEO) is the process of improving the volume or
quality of traffic to a web site from search engines via "natural" ("organic" or
"algorithmic") search results. Typically, the earlier a site appears in the search
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results list, the more visitors it will receive from the search engine. SEO may
target different kinds of search, including image search, local search, and industry-
specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work
and what people search for. Optimizing a website primarily involves editing its
content and HTML coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines.
The acronym "SEO" can also refer to "search engine optimizers," a term
adopted by an industry of consultants who carry out optimization projects on
behalf of clients, and by employees who perform SEO services in-house. Search
engine optimizers may offer SEO as a stand-alone service or as a part of a broader
marketing campaign. Because effective SEO may require changes to the HTML
source code of a site, SEO tactics may be incorporated into web site development
and design. The term "search engine friendly" may be used to describe web site
designs, menus, content management systems and shopping carts that are easy
to optimize.
Another class of techniques, known as black hat SEO or Spamdexing, use
methods such as link farms and keyword stuffing that degrade both the relevance
of search results and the user-experience of search engines. Search engines look
for sites that employ these techniques in order to remove them from their
indices.
Screwgle™ - Google's new ad revenue model
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Google's strict code of secrecy calls for extra silence when the subject is AdWords,
the epic money-making machine fueling the company's drive towards world
domination. But sometimes, the truth slips out.
Earlier this month, during Google's all-important quarterly earnings call, a
financial analyst outed the company's plans to squeeze who knows how many
extra dollars from the world's online advertisers. Though no one seems to have
noticed, this astute money man mentioned "Automatic Matching."
"Automatic Matching" is an AdWords beta program that Google launched ever so
quietly at the end of February. Via email, the search giant notified an unknown
number of advertisers that if they ever failed to spend their daily ad budget, this
new feature would automatically spend it for them.
With Ad Words, you arrange for your very own text ads to appear in response to
Google keyword searches. The program is billed as an auction. You bid for a
particular term or collection of terms - "chia pet," say, or "suppositories" - and if
you bid high enough, your ad will turn up each time a web surfer searches on
those words. And each time someone clicks on your ad, you pay Google a fee
somewhere beneath your bid - until you reach your daily budget.
Of course, if a relatively small number of surfers search on your keywords, you
won't reach your daily budget. And that's where Automatic Matching kicks in.
When Auto Match is turned on - and it was turned on by default with many (if not
all) beta-testers - AdWords automatically spends your unused budget on keyword
searches you aren't actually bidding on.
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"Automatic Matching automatically extends your campaign's reach by using
surplus budget to serve your ads on relevant search queries that are not already
triggered by your keyword lists," reads Google's email to beta testers. "For
example, if you sold Adidas shoes on your website, Automatic Matching would
automatically crawl your landing page and target your campaigns to queries such
as 'shoes,' 'adidas,' 'athletic,' etc., and less obvious ones such as 'slippers' that our
system has determined will benefit you and likely lead to a conversion on your
site."
Naturally, this boosts Google's bottom line. But as search marketing
consultant Dan Theis has pointed out, it doesn't exactly benefit the average
advertiser.
"They're offering you the exciting opportunity to bleed every penny of your
budget every day, advertising against keywords that you didn't want to bid on,"
Theis says, before unloading the sarcasm. "Sure, if I sell Adidas shoes, why
wouldn't I want to get some traffic from people who searched for slippers? I
mean, it's not like I'm trying to turn a profit or anything, right?"
Well, midway through that Google earnings call, Bank of America analyst
Brian Pitts popped up to ask about the progress of Auto Match - which Google has
yet to publicly acknowledge with anything more than some extra words on its
AdWords help pages.
"You expanded Auto Match to more advertisers this quarter. Do you see
this as a significant driver of coverage going forward?" Pitts asked, referring to the
number of Google results pages that include ads. If more pages include ads, then
Google gets more paid clicks. And more paid clicks mean more revenue.
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BIBIOGRAPHY:
- WWW.SLIDESHARE.COM- www.ibef.org/download/JuxtConsultIndiaOnline.pdf- https://adwords.google.com/select/
AdSenseLoginToAdWords- http://www.marketingmo.com/3-generate-and-manage-
customers/how-to-incorporate-online-advertising-campaigns-in-your-marketing-program/
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- http://www.impliedbydesign.com/articles/the-advantages-of-internet-advertising-vs-traditional-advertising.html
- http://www.brownbearmedia.com/seo-articles/advantagesonline.php
- http://wiki.media-culture.org.au/index.php/Online_Advertising_-_Advantages_and_Disadvantages
- http://www.articlealley.com/article_690918_81.html
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