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Online Digital Display
Advertising
(2014-16)
Mahla Upendrakumar N.
Section - 2
(040201142)
Unitedworld School of Business
Ahmedabad
I
Online digital marketing is the new trend is going on as the crease of internet comes in
the world so this is new technique design by the digital marketer for the advertisement by this
less cost, measurable data, location, time zone and by many more we can segment the
advertisement according to the consumer and this is cost effective. This kind of advertisement
mainly conducted in three type text ad, display ad and video ad format according to the
conversion digital marketer set the advertisement. This is the broad term for the digital marketing
area for the advertiser.
Online digital marketing display advertising is the best kind of the advertisement for the
brand awareness, display product, reach media format and many more kind of purpose done by
the display advertisement. As per the questionnaire and data analysis we can find many kind of
the relation and such kind of the findings and limitation we can observe from this report. For the
digital display advertising which kinds of device are more likely to be use like mobile, tablet,
desktop, or any other ways to watch this kind of advertisement my purpose for this survey is that
to help the digital marketer that such kind of people like to use such kind of advertisement on the
different devices this is the sample data collection I hope that this kind of data will be used in the
such kind of useful purpose.
EXCECUTIVE SUMMERY
II
I have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals and organizations. I would like to extend my sincere
thanks to all of them.
I am highly indebted to Dr. Kishor Bhanushali for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their
support in completing the project.
I would like to express my gratitude towards my friends & class mates for their kind co-
operation and encouragement which help me in completion of this project and for the data
collection from the outside location. I would like to express my special gratitude and thanks to
Mr.Saurabh Pandey (Digital Marketing Advertiser) for giving me such attention and time.
My thanks and appreciations also go to my colleague in developing the project and
people who have willingly helped me out with their abilities.
ACKNOWLEDGEMENT
III
NO TITLE PAGE NO
1 Analysis of Respondent Gender 23
2 Analysis of Respondent Location 24
3 Analysis of Respondent Age 25
4 Analysis of Education Qualification 26
5 Analysis of Occupation 27
6 How often do you so shopping on average? 28
7 Analysis of shopping online 29
8 Analysis of use devices while using internet 30
9 Analysis of Advertisement influence 31
10 Analysis of advertisement for more expensive product (like Automobile) 32
11 Analysis of online purchase behavior of the consumer 33
12 Analysis of advertise effect on mind 34
13 Analysis of Irritation of Advertising 35
14 Analysis of preference of while buying 36
15 Analysis of online Check Preference while doing shopping 37
16 Gender vs. Internet devises use 38
17 Gender vs. Occupation 39
18 Age vs. Shopping on average 40
19 Occupation vs. Irritation of advertisement 41
20 Occupation vs. advertise of text ad (Offer) 42
21 Chi-Square Tests 43
22 Occupation vs. Display ad effect on mind 44
23 Chi-Square Tests 44
LIST OF TABLES
IV
NO TITLE PAGE NO
1 Internet User in the World 2
2 List of Countries by internet usage 2
3 Compare with Mobile, tablet, desktop Internet 3
4 India Internet Traffic by Desktop vs. Mobile 3
5 Google Page Example 7
6 Digital Advertising Market in India 11
7 Total Online ad spend 12
8 Example of Display advertisement 12
9 Example of Display advertisement 13
10 Analysis of Respondent Gender 23
11 Analysis of Respondent Location 24
12 Analysis of Respondent Age 25
13 Analysis of Education Qualification 26
14 Analysis of Occupation 27
15 Analysis of Shopping on average 28
16 Analysis of shopping online 29
17 Analysis of use devices while using internet 30
18 Analysis of Advertisement influence 31
19 Analysis of advertisement for more expensive product (like Automobile) 32
20 Analysis of online purchase behavior of the consumer 33
21 Analysis of advertise effect on mind 34
22 Analysis of Irritation of Advertising 35
23 Analysis of preference of while buying 36
24 Analysis of online Check Preference while doing shopping 37
25 Gender vs. Internet devises use 38
26 Gender vs. Occupation 39
27 Age vs. Shopping on average 40
28 Occupation vs. Irritation of advertisement 41
29 Occupation vs. advertise of text ad (Offer) 43
30 Occupation vs. Display ad effect on mind 45
LIST OF FIGURES
V
Basic knowledge B
1.1 Basic knowledge …………………………… 1
1.2 Problem Statement ………………………….. 7
1.3 Solution …………………………… 8
1.4 Project outline …………………………… 9 1.5 Background Theory …………........................... 10
2.1 An Empirical Analysis of Search Engine Advertising ……… 14
2.2 Performance-Based Advertising ……………………........ 15
2.3 An Economic Analysis of Online Advertising Using ………. 15
Behavioral Targeting
2.4 Targeting in Advertising Markets ………………………….. 16
2.5 Market Power in Online Search and Social-Networking …… 16
2.6 Does Internet Effects the Consumer Perception ……………. 17
2.7 Dynamic Revenue Management for Online ……………….. 17
Display Advertising
2.8 Generation Y and Online Advertising ………………………. 17
2.9 The Planning of Guaranteed Targeted ………………………. 18
Display Advertising
2.10 Driving Online and Offline Sales …………………………… 18
2.11 The Effects of Traditional and Social ………………………. 19
Earned Media on Sales
2.12 The Role of Search Engine Optimization in ………………. 20
CHEPTER: 1 INTRODUCTION 1
CHEPTER: 2 CASE STUDIES/ ARTICALES 14
VI
3.1 Research Methodology …………………………………... 21
4.1 Univarient Data Analyses …………………………………. 23
4.2 Bivarient Data Analyses …………………………………… 38
4.3 Hypothesis …………………………………………………. 42
5.1 Findings …………………………………………………… 46
5.2 Conclusion …………………………………………………. 46
6.1 Bibliography ……………………………………………….. 47
6.2 Article Source ……………………………………………… 47
QUESTIONNAIR
CHEPTER: 3 RESEARCH METHODOLOGIES 21
CHEPTER: 4 DATA ANALYSIS 23
CHEPTER: 5 FINDINGS & CONCUSION 46
CHEPTER: 6 BIBILIOGRAPHY 47
ANNEXTURE 51
BLANK PAGE
1
1.1 Basic knowledge The Internet, Endless and became essential part of the human life and as Business prospect. Now
a day in the corporate world is if the Business want to grow then it is the way to introduce your business
to the world and say you can exist in the market. This is 21st century the whole world want to compete
with each other so for that everyone want to do some this new to which is more efficient and favorable to
the each and every industry wants to sale their product and familiar with the consumers mind so for that
advertising is the essential part for the any kind of product, industry, organization.
The marketing manager prospect want to promote in the broad way with low cost maximum
campaign should be done for the firm health for promoting any kind of activity that could be happen in
the two way offline and online advertising both terms are in the broad way we can define and both have
pros and cons of each area if we take offline advertising then this is the oldest of the advertising method
and we can see that in the every day to day life style as Newspapers, Billboards, Magazine, Posters,T.V
etc.
For the offline advertising many kinds of methods are available now this this has certain limit in
the sense we can say that can be set for limited location wise and cost are huge so that can be prefer for
higher budget but online marketing is the other then this because the internet is the endless worldwide that
use for different kind of purposes. As per the digital marketing prospect this is new trend is going on
using internet and now internet is became essential part of the life to explore our knowledge so branding
of any kind of product this has to be a creative and get the measurable data that the predict advertising on
the mankind.
So as per the topic discussed digital marketing mean which is digitally represent among the
people as on television, digital board(Bill board), internet, etc. The digital world is now became as the
broad way we can say that using any kind of digital graphics made and virtually represent that is known
as digital and marketing means the attraction being aware the product to the consumer that product is
exist and it‘s feature that should be attractive to the consumer. Then why we have to doing like this the
normal answer is that physical things are limited while by virtual thing we get extra feeling and get
attracted towards the consumer mind set and that data can‘t be measurable that how many people get
affected by that kind of advertising while on the television or digital display get more live and attracted
and television adverting connect with more people and that somewhat measurable too. Internet user in
India are growing very fast so and now a days social sites, education, commercial site, government portal,
banking are all are became physical to virtual site mean they are using internet and moving towards paper
to laptop or computer user any kind of problem solve by the internet and in the banking and education
sector more people are use or we can say more dependent on the technology so marketing manager don‘t
want to waste this opportunity so now in the market digital marketing came so by the banking sector,
commercial site, industries all sectors want to promote their product and services on the internet.
The benefit of the internet is that this is more usable rather than television are promoting and
internet advertising are more specific, wide direction, and measurable and low cost adverting and we can
CHEPTER: 1 INTRODUCTION
2
manage all the thing within our budget as per the Google Trend analysis we can see the how the trend is
going on as define below
Figure:1 Internet User in the World
Around 40% of the world population has an internet connection today. In 1995, it was less than
1%.The number of internet users has increased tenfold from 1999 to 2013.
The first billion was reached in 2005. The second billion in 2010. The third billion in 2014.
The chart and table below show the number of global internet users per year since 19931
Figure 2: List of Countries by internet usage
1 http://www.internetlivestats.com/internet-users/
3
As per the data shown the users are tremendously increasing every day so we can predict that the
online marketing has bright future and India got 3rd
rank and 14% of the growth we got.
Figure 3: Compare with Mobile, tablet, desktop Internet
2
Figure 4: India Internet Traffic by Desktop vs. Mobile
3
2 http://www.google.co.in/trends/
4
As per the Google trend and by the medianama we can say that the using of the internet trend is
grown up the mobile internet is now more popular rather than other devices and it is going on so we can
predict the importance of the advertising because the mobile internet smartphone are more popular than
others so this kind of opportunity we got so that catch by the marketing, branding the product
information.
Internet marketing has two types of main category we can define as the organic and inorganic
(paid) advertising by the way this kind of advertising allows the Google, Bing, Yahoo etc. Search engine
are allow to do advertising and for that we have to pay for that kind of advertisement. There are mainly
two types of searching process/ methods:
1) Search Engine Optimization (SEO)
2) Search Engine Marketing (SEM)
1) Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of affecting the visibility of
a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
In general, the earlier (or higher ranked on the search results page), and more frequently a
site appears in the search results list, the more visitors it will receive from the search
engine's users. SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific vertical
search engines.4
The Organic search result we can manage by understanding of the such kind of the terms
so we can design that kind of the website so we get the best result from the search engine
like
Backlinks: This is the process by that we can generate traffic on that website by
using other high ranking web site so we can create our website traffic and get high
ranking position
Page Rank: This term we can define that the website can quality and the content
of the website by that the user get more benefit from that content that is define by
the search engines automatically by using crawling process.
Crawling: Crawling is the process by that the website analyze by that search
engine decide update of website, content, quality of website, tag, title all king of
measurement is done.
Webmaster: This is one king of tool by that any kind of website can be visible on
the any kind of the website on the search engines.
3 http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-
subscribers-report/ 4 http://en.wikipedia.org/wiki/Search_engine_optimization
5
Spider: This is the process by using any kind of the search engine can find the
relative search page within a microsecond by using crawling prosess.
2) Search Engine Marketing (SEM)
Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages (SERPs)
through optimization and advertising. SEM may use search engine optimization (SEO),
which adjusts or rewrites website content to achieve a higher ranking in search engine
results pages, or use pay per click (PPC) listings.5
This is inorganic for that every advertiser has to pay for the advertising that payment
taken by the search engines and search engines promote their ads as per their convenient for
that we have to understand such kind of terms used by the search engine.
Search Engine Result Page (SERPs): This is the result page which is internet user want
to find the most relevant results find by the search engine.
Pay per Click (PPC): PPC is the kind of strategy by that advertiser has to pay search
engines for if the any user click that adverse than pay so if click happen then has to pay.
Key Planner: This is the tool that helps the advertiser for using most popular keywords
by that using he can advertise what he want by using that key words. For the advertise
any kind of the website or content then key word is the essential part of the thing on
which he has to bit the best cost which can pay to the search engine
Keywords: Keywords are the phrase or group of words by that any kind of internet user
want the result and get the most relevant different kinds of results
Adwords: Adwords is the tool by that advertiser can make ad and publish that ad on the
relevant page and bid has to decide by the advertiser. For that advertiser has to create
Adwords account by that advertiser can get the chance of advertising on search engines.
Cost per Impression: These types of cost are paid for the only seen by the user if take
action or not that doesn‘t matter to the advertiser then he can set this kind of payment.
Search Engine use such kinds of matrices and methods by that the Search Engine Marketing
follow the strategy. There are four categories of methods and metrics used to optimize websites
through search engine marketing.
1. Keyword research and analysis involves three "steps": ensuring the site can be indexed
in the search engines, finding the most relevant and popular keywords for the site and its
products, and using those keywords on the site in a way that will generate and convert
traffic. A follow-on effect of keyword analysis and research is the search perception
impact. Search perception impact describes the identified impact of a brand's search
results on consumer perception, including title and Meta tags, site indexing, and keyword
focus. As online searching is often the first step for potential consumers/customers, the
search perception impact shapes the brand impression for each individual.
5 http://en.wikipedia.org/wiki/Search_engine_marketing
6
2. Website saturation and popularity or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on
search engines (saturation) and how many backlinks the site has (popularity). It requires
pages to contain keywords people are looking for and ensure that they rank high enough
in search engine rankings. Most search engines include some form of link popularity in
their ranking algorithms. The following are major tools measuring various aspects of
saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market
leap‘s Link Popularity and Search Engine Saturation.
3. Back end tools, including Web analytic tools and HTML validators, provide data on a
website and its visitors and allow the success of a website to be measured. They range
from simple traffic counters to tools that work with log files and to more sophisticated
tools that are based on page tagging (putting JavaScript or an image on a page to track
actions). These tools can deliver conversion-related information.
4. Whois tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.6
So the now we can define the what organic and inorganic search engines for that user
Figure 5: Google Page Example
6 http://en.wikipedia.org/wiki/Search_engine_marketing
7
1.2 Problem Statement As we learn the basic things of the online advertising strategy that has to play all the digital
marketing managers so I have raised such kind of the question just like
1) What are online Digital Display Advertising and its benefit to the advertiser in
percentage weight?
2) How digital Display can create and show online and its effect on sales after advertising
by online and cost for that advertising?
3) Role play of the Digital marketing in the Industries and its benefit to the firm and its
importance?
4) Scenario of the digital display and types of the display advertising?
8
5) Most affecting factor to the online digital display advertisement.
1.3 Solution
The digital marketing prospect many kinds of advertising we can do just like text ad,
display ad, graphics or motion ad, and video ad. Text ad we see in the SEM and SEO when
Search engine result pages are shown at that time this king of the advertising event can happen
and for the video advertising most of Google Gives us to YouTube site on that channel we can
advertise as video as per requirement in that skip video, compulsory advertisement videos,
search engine videos different kings of the video category define by the YouTube channel. For
this topic here main subject is online digital display marketing so we are concentrate on this topic
only and its benefit to the advertiser and its effect on the consumer behavior.
Easy, affordable and powerful, online display ads run online to build brand awareness
and drive sales to both online and brick and mortar stores. Display ads are among the most
effective for grabbing online visitors‘ attention and help you set yourself apart from other
advertisers. Seacoast Media Group provides a variety of online display advertising formats to
help you reach the right audience for a good return on your investment. Your consultant can
work with you to create a custom plan that includes the advertising units that achieves the
marketing goals for your business growth.
The types of digital display advertisement and its benefit:
Home Page and Run of Site Display Advertising
Home page Display advertising gives you impact with presence on the home page of our
websites. Run of Site Display Advertising are online ads that run throughout the
websites. Your business benefits from the association of your message alongside the
news and information from a trusted, local newspaper Web site.
Share of Day Display Advertising
Dominate for a full day and capture your share of local shoppers on key buying days.
Section-Targeted Display Advertising allows you to target your message to online
audience segments by content topic. Check with your Seacoast Media Group consultant
about availability of additional section-targeted advertising.
9
On Target- Display Advertising allows you to reach beyond our websites and places
and target specific audiences by zip code and interest to ensure you get the most bang for
your buck.
Floating Ads – memorable for the right reasons.
Once your floating ad appears for 10 seconds, it then disappears to reveal your logo ad on
that same page to keep your message top of mind and allow for further interaction with
your brand and message. A visitor will only see one Floating Ad per 24-hour period from
their computer, not multiple times per day or multiple times per site, like some ads. Ads
are limited to one advertiser per day, so your message will really stick.
Sliding Billboards are main-page advertising that really appeals to our visitors.
Similar to Floating Ads, Sliding Billboards are memorable for the right reasons. Your
message will appear in full on the home page of Seacoastonline.com for 10 seconds, and
then retreat into a ―pencil‖ sized ad unit and remain present to keep your message top of
mind and allow further interaction with your brand and message for those who desire it.
Ads are limited to 12 per month.7
The best way to represent the digital display on the most powerful or we can say high
ranking website we have to find and on that we can run on that display advertisement. But
how can we find that the best which is the best and high ranking website so we can take help
of moonsy.com site by that we can find the backlinks, page rank, quality score all arewe can
find on that website.
1.4 Project outline
Digital display as the campaign we have to follow such king of steps for that and
regarding the data survey of the campaign we have to do for the specific are and has to
know that the interest towards the display advertising and effect after the campaign all
that we have to observe for that for the specific are we will take survey that for prepare
for the questionnaire such that all kind of people young, old, can define the for that we
have to know their buying behavior for the product and find the most efficient way to
take that kid of the survey for that choosing automobile sector in that Honda for that
specific car amaze we are targeting.
7 http://services.seacoastonline.com/media-kit/products-services/digital-advertising/display-advertising/
10
After taking survey analyses the data and for that sampling data will use for the
specific are I am planning to take survey for that at Gandhinagar and Ahmedabad for that
I have to approach the Honda showroom and get some data for that the how they run the
campaign for that specific product and what is the effect after that kind of product. And
what kind of digital display online they are campaign nearby the area and comparing to
other product which doesn‘t advertising through the digital display advertisement but the
main thing is that how much this is helpful to the consumer, producer and the
effectiveness of the sales for the product.
1.5 Background Theory
Display advertising is graphical advertising on the World Wide Web that appears next to
content on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes, and can include text,
logos, pictures, or more recently, rich media.
Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a
combination of text, audio, still images, animation, video, and interactivity content for active
participation from the recipient of the ad.
You may picture display advertising like magazine or newspaper ads, just online and - like TV
commercials - with the possibility of moving from static to interactive, flash and video.
However, display advertising has a significant advantage over advertising in magazines,
newspapers and TVs:
1. Targeting options such as demographic and behavioral targeting are available to laser in on your
audience and,
2. You can track the performance of your campaign daily to measure metrics such as impressions,
clicks and conversions to calculate your ROI.8
Figure 6: Digital Advertising Market in India
8 http://help.yahoo.com/l/us/yahoo/ysm/mda/basics/what_displayadvertising.html
11
9
According to the http://dazeinfo.com/ digital marketing is growing up every year and that
benefit also gone to the producer and increase their sales.
The report highlighted that in the current scenario Search and Display are the two top
contributors to the total Digital Advertisement expenditure in India. Search ads accounted for
38% of the overall ad spending followed by display ads which constituted 29% and next in
line was Social Media contributing 13% of the total online endorsements. India is now
ranked the fourth largest audience of searchers in the world after China, US and Japan. But in
2015, this proportion of spending on search ads is expected to be narrowed down by an
increase in the expenditure of emails, video and mobile advertisements. By 2015, spend on
video ads is expected to grow by a Compound Annual Growth Rate (CAGR) of 56%, hence
contributing 12% to the overall share of Digital Market spending.
By 2015, spend on video ads is expected to grow by a Compound Annual Growth
Rate (CAGR) of 56%, hence contributing 12% to the overall share of Digital Market
spending. The key industries players driving the Digital Advertisement Marketing spend in
India are the E-commerce, Telecom and the FMCG sector based companies. E-commerce is
the fastest growing industry in India, which is expected to reach $22 billion by 2018 and so
they are the leaders in terms of their digital ad-spends contributing close to 20% of the
overall online ad spend in India. The percentage of digital advertisement allocation by the e-
commerce industry has been growing at a CAGR of 59% since 2011 and is expected to reach
₹ 495 cr. by FY 2014. Figure 7: Total Online ad spend
9 http://dazeinfo.com/2014/09/05/search-display-ads-contribute-two-third-digital-advertising-india-fy2014/
12
The Latest trends are going on the in the India how fast the digital display advertising is going on
that describe in the above graph but main thing is that what is digital display advertising so
Figure 8: Example of Display advertisement
13
Likewise this kind of advertisement the producer mostly doing the promotion hare my topic on
Honda amaze so this kind of advertisement shown as online digital display on the internet
Figure 9: Example of Display advertisement
By done this kind of study we can say that this is the hot topic of the advertisement
industry so this is the best opportunity to grab this chance to become a part of it.
Popular website gives this kind of
advertise for their product the
important thing is that this kind of
the advertisement could be done
in the different types like Poster,
Graphics, Rich media format etc.
14
2.1 An Empirical Analysis of Search Engine Advertising: Sponsored
Search in Electronic Markets
Anindya Ghose & Sha Yang (2009): The phenomenon of sponsored search advertising
where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-
sponsored) web search results is gaining ground as the largest source of revenues for search
engines. Using a unique 6 month panel dataset of several hundred keywords collected from a
large nationwide retailer that advertises on Google, we empirically model the relationship
between different sponsored search metrics such as click-through rates, conversion rates,
cost-per-click, and ranking of advertisements. Our paper proposes a novel framework and
data to better understand the factors that drive differences in these metrics. We use a
Hierarchical Bayesian modeling framework and estimate the model using Markov Chain
Monte Carlo (MCMC) methods. Using a simultaneous equations model, we quantify the
relationship between various keyword characteristics, position of the advertisement and the
landing page quality score on consumer search and purchase behavior as well as on
advertiser‘s cost-per-click and the search engine‘s ranking decision. Specifically, we find that
(i) Retailer-specific keywords are associated with an increase in click-through and
conversion rates while brand-specific keywords are associated with a decrease in
click-through and conversion rates
(ii) The monetary value of a click is not uniform across all positions because
conversion rates are highest at the top and decrease with rank on as one goes
down the search engine results page
(iii) While search engines take into account the current period‘s bid as well as prior
click-through rates before deciding the final rank of an advertisement in the
current period, the current bid has a larger effect than prior click-through rates
(iv) An increase in landing page quality scores is associated with an increase in
conversion rates and a decrease in advertiser‘s cost-per-click and
(v) Keywords that have more prominent positions on the search engine results page,
and thus experience higher click-through or conversion rates are not necessarily
the most profitable ones – profits are often higher at the middle positions than at
the top or the bottom ones. Besides providing managerial insights into search
engine advertising, these results shed light on some key assumptions made in the
theoretical modeling literature in sponsored search.
CHEPTER: 2 CASE STUDIES/ ARTICALES
15
2.2 Performance-Based Advertising: Price and Advertising as Signals of
Product Quality
Juan Feng & Jinhong Xie (2000): Performance-based advertising is becoming
increasingly popular in the online advertising industry, where the advertiser pays to the
publisher only when an "action" (e.g., a click-through) is generated by the advertisement.
We study how the performance-based advertising scheme affects one of the fundamental
functions of advertising - signaling product quality. We identify two critical factors that
affect the signaling function of advertising under performance-based pricing:
(1) The demand uncertainty factor, which measures advertisers' uncertainty about
their potential market, and
(2) The advertising performance over-measure factor, which describes the extent
to which product performance accounts for advertising performance.
We find that the uncertainty factor facilitates, but the over-measure factor
impedes (or even destroys) the signaling function of performance-based advertising.
Specifically,
Our results show that in the presence of the over-measure factor, switching from
impression-based to performance-based advertising:
(a) reduces the number of situations in which advertising can be used to signal
quality,
(b) Increases the prices charged to consumers,
(c) Increases the expected advertising expenditure if the cost differentiation
between the high- and low-quality firms is sufficiently high, but decreases the expected
advertising expenditure otherwise, and
(d) Increases the advertiser's profit if the over-measure factor is low but the
uncertainty factor is high, and decreases the profit otherwise.
2.3 An Economic Analysis of Online Advertising Using Behavioral
Targeting
Jianqing Chen & Jan Stallaert(2010): Recently there has been an increased
interest in using targeted advertising online: users are presented with advertisements that
are a better match, based on their past browsing and search behavior and other available
information (e.g., hobbies registered on a website). This technique, known as behavioral
targeting, has been hailed as the new ―Holy Grail‖ in online advertising because of its
potential effectiveness. In this paper, we study the economic implications when an online
publisher engages in behavioral targeting. The publisher auctions off an advertising slot
and is paid on a cost-per-click basis. Using a horizontal differentiation model to capture
the fit between a user and an advertisement being displayed, we identify the factors that
affect the publisher's revenue, the advertisers' payoff, and social welfare. We show that
revenue for the online publisher in some circumstances can double when using behavioral
targeting. On the other hand, increased revenue for the publisher is not guaranteed: in
16
some cases the prices of advertising and hence the publisher's revenue can be lower,
depending on the degree of competition and the advertisers' valuations. We identify two
effects associated with behavioral targeting: a competitive effect and a propensity effect.
The relative strength of the two effects determines whether the publisher's revenue is
positively or negatively affected. We also demonstrate that although social welfare is
increased and small advertisers are better off under behavioral targeting, the dominant
advertiser might be worse off and reluctant to switch from traditional advertising.
2.4 Targeting in Advertising Markets: Implications for Offline vs. Online
Media
Dirk Bergemann & Alessandro Bonatti(2010): We develop a model with many
heterogeneous advertisers (products) and advertising markets (media). Each advertiser
has a different consumer segment for its product, and each medium has a different ability
to target advertisement messages. We characterize the competitive equilibrium in the
media markets and investigate the role of targeting for the price and allocation of
advertisements across media markets.
An increase in the targeting ability leads to an increase in the total number of
purchases (matches), and hence in the social value of advertisements. Yet, an improved
targeting ability also increases the concentration of advertising firms in each market.
Surprisingly, we find that the equilibrium price for advertisements is decreasing in the
targeting ability over a large range of parameter values.
We trace out the implications of targeting for competing media markets. We
distinguish offline and online media by their targeting ability: low versus high. We show
that competition by an online medium lowers the revenue of the offline medium more
than competition by another offline medium of the same size.
2.5 Market Power in Online Search and Social-Networking: A Matter of
Two-Sided Markets
Florence Thépot(2013):The online-search and social-networking industries are
characterized by the concentration of large market shares among a very limited number
of actors. Being advertisement-based media, search engines and social-networking
websites fall within the category of special types of markets known as two-sided markets
or platforms. Two-sided markets or platforms have two distinct user groups which
produce network benefits for each other. The platforms enable the user groups to
minimize the transaction costs they would otherwise incur, in interacting with or
searching for each other. Competition authorities cannot ignore the economics of two-
sided markets in assessing market power in the search and social networking industries.
This paper provides a framework for defining the relevant market and for assessing
17
market power in the industries of online search and social-networking websites, focusing
on the current leaders Google and Facebook and argues that online-search and social-
networking websites may exert competitive constraints on each other, as they both
operate in the relevant market for ‗monetization of user‘s information by online
advertising‘.
2.6 Does Internet Effects the Consumer Perception – A Case of Internet
Advertisement
Sanjeet Singh & Harbeer Singh(2012): A client's perception of value isn't based on
how much they pay, but on whether their expectations will be met and the benefit they
will receive. The online consumer perceives price as an important consideration in
buying decisions when assessed against other factors. Effectively utilizing marketing and
sales resources has become a top priority for many organizations. Perception is the
process by which individuals select, organize, and interpret stimuli into a meaningful and
coherent picture of the world. The current study examined the impact of the internet on
the consumer perception. The results of this study show that the Internet plays a
prominent role among young people in India. A majority of people aged 15 to 24
surveyed in this study spent one to three hours in the Internet. This research shows that
the internet advertisements affect most of the consumer‘s perception.
2.7 Dynamic Revenue Management for Online Display Advertising
Guillaume Roels & Kristin Fridgeirsdottir(2009): In this paper, we propose a
dynamic optimization model to maximize a web publisher's online display advertising
revenues. Our model dynamically selects which advertising requests to accept and
dynamically delivers the promised advertising impressions to viewers so as to maximize
revenue, accounting for uncertainty in advertising requests and website traffic. After
characterizing the structural properties of our model, we propose a Certainty Equivalent
Control heuristic and then show with a real case study that our optimization-based
method outperforms common practices. These results highlight the importance of
accounting for the opportunity cost of capacity allocation in advertisement contract
negotiation for globally maximizing online publishers' revenues.
2.8 Generation Y and Online Advertising:
Perceptions and Preferences of Social Media Networking Sites
Bellarmine A. Ezumah(2012): Because most people consider advertising an irritant
and a distraction and would avoid it should there be an alternative, advertising agencies
strive to utilize the interactive, demystifying, and asynchronous qualities of newer
technologies to create an appealing advertisement. The current study investigates whether
college students‘ attitudes toward advertising on traditional media are different when
18
online advertising is used, especially on Social Media Networking Sites (SMNSs).
Employing the concept of reciprocity (of replicating offline attitudes online) and the flow
theory that relates one‘s concentration on an activity and its impact on other occurrences
happening around him or her, 287 college students responded to a questionnaire on their
perceptions of online advertising, their preferred SMNS, and the SMNS on which they
would consider viewing an advertising message. The results showed that 57.8% of the
participants avoid online advertising at all costs, which is similar to their offline
perception of advertising. Some 42.2% reported that they may consider viewing online
advertising if the attributes of relevance, interest, creativity, and interactivity are present,
as in viral advertisement. In addition, among the four SMNSs reviewed — Facebook,
MySpace, Twitter, and LinkedIn — a majority of students indicated that Facebook is
their preferred site for online advertising because it allows for creativity and they
consider those messages credible, especially if their Facebook friends tagged, liked, or
shared the advertisement.
2.9 The Planning of Guaranteed Targeted Display Advertising
John Turner (2011): As targeted advertising becomes prevalent in a wide variety of
media vehicles, planning models become increasingly important to ad networks that need
to match ads to appropriate audience segments, provide a high quality of service (meet
advertisers' goals), and ensure ad serving opportunities are not wasted. We define
Guaranteed Targeted Display Advertising (GTDA) as a class of media vehicles that
include webpage banner ads, video games, electronic outdoor billboards, and the next
generation of digital TV, and formulate the GTDA planning problem as a transportation
problem with quadratic objective. By modeling audience uncertainty, forecast errors, and
the ad server's execution of the plan, we derive sufficient conditions that state when our
quadratic objective is a good surrogate for several ad delivery performance metrics.
Moreover, our quadratic objective allows us to construct duality-based bounds for
evaluating aggregations of the audience space, leading to two efficient algorithms for
solving large problems: the first intelligently refines the audience space into successively
smaller blocks, and the second uses scaling to find a feasible solution given a fixed
audience space partition. Near-optimal schedules can often be produced despite
significant aggregation
2.10 Driving Online and Offline Sales:
The Cross-Channel Effects of Digital vs. Traditional Advertising
Isaac M. Dinner,Harald J. Van Heerde & Scott Neslin(2012): Today's marketing
environment is characterized by a surge in multichannel shopping and ever more choice
in advertising channels. This requires firms to understand how both digital and traditional
advertising drive sales within the same channel (e.g., digital advertising affecting online
19
sales) and across channels (e.g., digital advertising affecting offline sales). We develop a
Dynamic Linear Model (DLM) to measure these effects. `
The model addresses:
(1) The erogeneity of advertising,
(2) Dynamic advertising effects,
(3) A multivariate dependent variable
(4) Heterogeneity across markets, and
(5) Competitive advertising effects.
It decomposes advertising‘s impact into customer counts and spends. We calibrate the
model using data from a large, upscale retailer. We estimate elasticity for traditional
(offline), online display (banner) and online search advertising on online and offline sales.
Further, we develop and test hypotheses on how advertising impacts own- and cross-
channel sales. We find that cross-channel effects exist and are important. For example,
much of the impact of digital advertising can be attributed to its effect on the offline
channel, primarily because of the impact on customer count.
2.11 The Effects of Traditional and Social Earned Media on Sales:
A Study of a Micro lending Marketplace
Andrew T. Stephen & Jeff Galak(2012): Marketers distinguish between three
types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g.,
publicity). The effects of paid media on sales have been extensively covered in the
marketing literature. The effects of earned media, however, have received limited
attention. This paper examines how two types of earned media, traditional (e.g., publicity
and press mentions) and social (e.g., blog and online community posts), affect sales and
activity in each other. Fourteen months of daily sales and media activity data from a micro
lending marketplace website are analyzed using a multivariate autoregressive time series
model. The authors find that
(i) Both traditional and social earned media affect sales,
(ii) The per-event sales impact of traditional earned media activity is larger than for social
earned media
(iii) However, because of the greater frequency of social earned media activity, after
adjusting for event frequency social earned media‘s sales elasticity is significantly
greater than traditional earned media‘s, and
20
(iv) Social earned media appears to play an important role in driving traditional earned media
activity.
2.12 The Role of Search Engine Optimization in Search Marketing
Ron Berman (2012): In this paper we study the impact of search engine optimization
(SEO) on the competition between advertisers for organic and sponsored search results. We
find that a positive level of search engine optimization may improve the search engine‘s
ranking quality and thus the satisfaction of its visitors. In the absence of sponsored links, the
organic ranking is improved by SEO if and only if the quality provided by a website is
sufficiently positively correlated with its valuation for consumers. In the presence of
sponsored links, the results are accentuated and hold regardless of the correlation. When
sponsored links serve as a second chance to acquire clicks from the search engine, low
quality websites have a reduced incentive to invest in SEO, giving an advantage to their high
quality counterparts. As a result of the high expected quality on the organic side, consumers
begin their search with an organic click. Although SEO can improve consumer welfare and
the payoff of high quality sites, we find that the search engine‘s revenues are typically lower
when advertisers spend more on SEO and thus less on sponsored links. Modeling the impact
of the minimum bid set by the search engine reveals an inverse-U shaped relationship
between the minimum bid and search engine profits, suggesting an optimal minimum bid that
is decreasing in the level of SEO activity.
21
Nowadays as internet trends is act as the essential part of the life it makes life so easy and
any kind of product came to the door step ahead and we get more kinds of facility. As per the
online trend come across the world every kind of information, product, services get step ahead so
in that digital marketing comes across that because every product required awareness for that
more number of people has to know about that product or service so people get interact with that
facility and get more popularity so advertisement play a major role for that on the internet mainly
we get three kind of advertisement text ad, display ad and video ad every kinds of ad have their
own value but which kind of ad where and how to place that can do only by digital marketer.
As per my subject online digital display advertising this is the broad term in that case this
help to advertise for branding, brand awareness, product information, and many kind of purpose
solve by this kind of advertisement in this category there are known as banner format in that
many kind of display advertisement we can do like simple display, reach media display, graphics
display etc. main thing is that which kind of advertisement should be place at right time. Because
main thing is that for the advertiser it should be convertible or we can say lead generator so they
get benefit from that everyone want lead and if the advertisement is not effective then doing
advertisement became worthless so it should be maintain for that marketer has to do proper bid,
find effective consumer for that select proper keywords, proper landing page, advertise should be
place on high ranking website so advertise get most probability for lead generation this is the
whole key factor that affect to the digital marketer.
Online digital display advertising as the title define for that survey questionnaire that
require proper format and that made to be easy understand to the respondent so that they can fill
properly and easy language should be used for that I had made that questionnaire in multi tick
with different option I prefer close ended because for every form design we should kept in mind
that how much respondent may take time for fill that kind of questionnaire according to we have
to manage for that there is mainly two type of form design as per close ended and other one is
open ended in that respondent can fill appropriate answer as per the question define but open
ended time consumer question so I didn‘t take that kind of question. As per the my topic I
concern with the advertising oriented so I was focusing on that only so for that for the respondent
information for that only name, location, age, gender, education qualification all that required.
Location required because as per the location which kind of people which kind of advertisement
they may like that we can obtain from that here I was approached only three location as like
Ahmedabad, Gandhinagar and Uwarsad then after age I was selected because this is online
advertising so for that I want to know which king of advertisement like to watch at what age so
for that I made question in group wise so I can know frequencies of that age group then most
CHEPTER: 3 RESEARCH METHODOLOGIES
22
important is education qualification because that we can say that If people are educated then only
probability goes high that they might be use more internet and they are more aware about the
technology when I was suffering with the outside for fill questionnaire so most of people I had to
fight for find educated people because here Gujarati language people know so minimum I have
to decide as lower limit is undergraduate because may be English can‘t understand by everyone
so that is lake of the questionnaire and second one is internet user that is major problem for this
topic so educated people need for this kind of the survey during this activity I learn so many
things like I have made so many mistake in the questionnaire that discussed in the field and some
are discussed which kinds of the difficulty thy are find during the online purchasing and what
kind of harassment done by the advertisement when unwanted advertise appear on the screen that
is bed factor for the digital marketer.
After this survey analysis should be done for that I am using Statistical Package for the
Social Sciences (SPSS) software and Microsoft Excel both are very important the statistical
data analysis for graph, charts in this analysis I am using Univarient, Bivariant and hypothesis
analysis in the Univarient data take every question individualy then take graph and chart with
table and comment given same thing happen with the Bivarient data but in that take two variable
and then done analysis and see what kind of respond happen when particular variable change and
at the last hypothesis done in that we are finding the relation they are relate with each other or
not whole kind of the process done then at the last I find something that can‘t be define by the
statistical that is practical knowledge so this software help me a lot for the doing this king of
survey.
The data analysis part done after that which I find that should be defined in the different
chapter which is known as findings and conclusion. During this survey I got lots of experience
for the real field and get a great kind of knowledge that is more important for me.
23
Topic 1: Univariant
Online digital display analysis here observing different kind of location for the different kind of
samples we are taking out of them gender ratio base on location that we have to observe here we
have total 92 sample.
01: Analysis of Respondent Gender
Table: 4.1
Analysis of Respondent Gender
Frequency Percent
Male 71 77.2
Female 21 22.8
Total 92 100.0
Figure 10: Analysis of Respondent Gender
Male 77%
Female 23%
Analysis of Respondent Gender
CHEPTER: 4 UNIVARIENT AND BIVARIENT ANALYSIS
24
As shown in the above figure we can see that out of the analysis in frequency 71 Male and
21 are Female mean that is 23% are Female and 77% are Male Respondent we are covering out
of the whole analysis. So here male are more than female respondent.
02: Analysis of Respondent Location
Table: 4.2
Figure 11: Analysis of Respondent Location
As per the location wise sample collection here we can see that out of 92 from the
Ahmedabad 57, Gandhinagar 10 and from Uwarsad 25 respondent are there it mean that we got
from Uwarsad 27%, Ahmedabad 62% and from Gandhinagar 11% of Respondent are there so
Ahmedabad 62%
Gandhinagar 11%
Uwarsad 27%
Analysis of Respondent Location
Analysis of Respondent Location
Frequency Percent
Ahmedabad 57 62.0
Gandhinagar 10 10.9
Uwarsad 25 27.2
Total 92 100.0
25
here we are collected samples from three location of Gujarat State. So here from Ahmedabad we
get more respondent then Uwarsad then after at last Gandhinagar sample came in the Descending
order as we can arrange.
03: Analysis of Respondent Age
Table: 4.3
Figure 12: Analysis of Respondent Age
So here we can see that the ages of the Respondent are in the range that define as respect
to the table we can say that below 18 years give 9 people response between 18-24 we get 47
below 18 years 10%
Between 18 – 24 Years 51%
Between 25- 34 Years 28%
Between 45 -54 Years
11%
Analysis of Respondent Age
Analysis of Respondent Age
Frequency Percent
below 18 years 9 9.8
Between 18 – 24 Years 47 51.1
Between 25- 34 Years 26 28.3
Between 45 -54 Years 10 10.9
Total 92 100.0
26
response between 25-34 we get 26 respondent and at last between 45-54 we get 10 respondent so
we can see that here we have younger age responder more than the old age respondent so as per
the marketer young generation get more attractive towards the technology and they get interested
to know such new product and get big opportunity to get market to the producer. As per the
article young generation are more connected with the digital devices so that is big opportunity to
the digital marketer to grab this opportunity from the market. So we get maximum 51% of young
from 18-24 years of age we can find.
04: Analysis of Education Qualification
Table: 4.4
Figure 12: Analysis of Education Qualification
Undergraduate 23%
Graduate 37%
Post Graduate 26%
Professional Degree Holder
14%
Analysis of Education Qualification
Analysis of Education Qualification
Frequency Percent
Undergraduate 21 22.8
Graduate 34 37.0
Post Graduate 24 26.1
Professional Degree Holder 13 14.1
Total 92 100.0
27
As per the above diagram we can see that under graduate are 21, graduate are 34, post
graduate are 24 and professional degree holder are 13 as respect to percentage are 28%, 23%,
37% and at last 26% we can see so here in this sample graduates are more than other.
05: Analysis of Occupation
Table: 4.5
Figure 13: Analysis of Occupation
Employee 23%
Business 21% Student
41%
Professional 15%
Analysis of Occupation
Analysis of Occupation
Frequency Percent
Employee 21 22.8
Business 19 20.7
Student 38 41.3
Professional 14 15.2
Total 92 100.0
28
As define in the above figure that student respondent is more than the other profession out
of the three location area here employee are 21, Business man are 19, Professional degree holder
are 14 and the students among the whole sample are 38 with respect to we can say that 23%,
21%, 15% and 41% respectively. In this sample as per the topic online I am only consider
educated people because educated people are more aggressive towards online and they know
more about online they have lots of fun to doing learning things in any kind of the area so they
are use more internet and awareness of internet more in the educated people rather than illiterate
people.
06: Analysis of Shopping on average
Table: 4.6
Figure 14: Analysis of Shopping on average
More
than once
a wee
k 10%
Once a week 28%
2-3 time a month 18%
once a month 25%
Less than once a month
11%
As little as Possible 8%
How often do you so shopping on average?
How often do you so shopping on average?
Frequency Percent
More than once a week 9 9.8
Once a week 26 28.3
2-3 time a month 17 18.5
once a month 23 25.0
Less than once a month 10 10.9
As little as Possible 7 7.6
Total 92 100.0
29
As per the above figure we can say that people are more aggressive on shopping on an
average here once a week 28% of people are going for shopping is 26 out of 92 samples.
07: Analysis of shopping online
Table: 4.7
Figure 15: Analysis of shopping online
More than
once a week 11%
Once a week 24%
2-3 time a month 16%
once a month 26%
Less than once a month
11%
As little as Possible
12%
How often do you shop online?
How often do you shop online?
Frequency Percent
More than once a week 10 10.9
Once a week 22 23.9
2-3 time a month 15 16.3
once a month 24 26.1
Less than once a month 10 10.9
As little as Possible 11 12.0
Total 92 100.0
30
As per the Analysis concern the above figure list that the once a month for the online
shopping is more than the other interest area then once a week with 24% but on an average 2-3
time a month with 16% as we concern then it is also good for the digital marketer for the grab
this opportunity to the advertise on the internet world.
08: Analysis of use devices while using internet
Table: 4.8
Figure 16: Analysis of use devices while using internet
As per the analysis concern here we can observe that mobile phones are more use for
internet rather than other devises then tablet come as the second preferences at the last desktop
comes so mobile and tablet are more use for the internet purpose so trend for the internet uses
here we can observe that mobile is on high when in the market smartphone are use then after
mobile is not only for the conversation but it comes across the many features so digital marketers
should advertise on mobile and tablet as the more popular device then as mobile is 49, desktop
32 and tablet 35 using this kind of devises out of 92 samples. This trend is rapidly grown in the
49
32 35
2
43
60 57
90
mobile desktop tablate none
If you are using internet then on which device are you like to use?
yes no
If you are using internet then on which device are you like to use?
mobile desktop tablet none
yes 49 32 35 2
no 43 60 57 90
total 92 92 92 92
31
market so any kind of advertise can be made by the utilize the situation in the opportunity for the
advertise concern.
09: Analysis of Advertisement influence
Table: 4.9
Figure 17: Analysis of Advertisement influence
As per the observation we can conclude that the display advertising is more influence
than the other type of the advertisement so here 17 for text ad, 48 for display ad and 32 for video
ad are more prefer to the see advertisement on the internet so we can say that if any kind of the
digital marketer want to do advertisement then this may get affected on the consumer mind. But
as per the article text ad is getting same important for the advertisement in terms of the offer
17
48
32
12
75
44
60
80
Text Ad Display ad Video ad None
If you are using internet then which kind of advertising
toward you influence?
Yes No
If you are using internet then which kind of advertising toward you
influence?
Text
Ad Display ad Video ad None
Yes 17 48 32 12
No 75 44 60 80
Total 92 92 92 92
32
concern because in the search engine any kind of the keyword press then hit the button on search
then text comes and define about which kind of the product or service consumer want then that is
also affected by the text ad on the consumer mind so for the search engine concern text ad are
more prefer but if you want to advertise on different site than display ad and video ad are more
prefer as the product.
10: Analysis of advertisement for more expensive product (like Automobile)
Table: 4.10
Figure 18: Analysis of advertisement for more expensive product (like Automobile)
As per the analysis we can observe that when people travelling then on the road side or
any other place people more prefer to the digital display rather than billboards so this is new
trends come in India for the digital display because this is more effect on the consumer mind and
37
53
9
55
39
83
Bilboard (Poster) Digital Display None
If you are travelling outside then which kind of advertising
you like most for automobile or any product?
Yes No
If you are travelling outside then which kind of advertising you like most for
automobile or any product?
Bilboard (Poster) Digital Display None
Yes 37 53 9
No 55 39 83
Total 92 92 92
33
by the animation everyone get inform to the consumer about the features of the product and some
time it get the best option to aware about the product.
11: Analysis of online purchase behavior of the consumer
Table: 4.11
Have you ever Experience with online purchasing for any kind of product
then on which kind of advertise for looking?
Text ad (Offer) Dispay ad Video ad None
Yes 32 40 40 5
No 60 52 62 87
Total 92 92 92 92
Figure 19: Analysis of online purchase behavior of the consumer
Hare we ask to the consumer that ever you experience with online purchasing than which
kind of advertisement you are looking at then most of the people prefer at the display ad and
video ad equally rather than text ad in which offers come that prefer at the SERP (Search Engine
Result Page) only so advertiser must know that for the grab the consumer which kind of ad and
32
40 40
5
60
52
62
87
Text ad (Offer) Dispay ad Video ad None
Have you ever Experience with online purchasing for any
kind of product then on which kind of advertise for looking?
Yes No
34
where must play the role for the proper way this is the best things to do for the right time and the
right place for the correct method.
12: Analysis of advertise effect on mind
Table: 4.12
If you are using internet then which kind of advertises effect on your mind?
text ad Display ad Video ad None
Yes 18 41 34 11
No 74 51 58 81
Total 92 92 92 92
Figure 20: Analysis of advertise effect on mind
As per the above graphs and table we can see that for the display ad that affect more on
consumer mind rather than other kind of the advertisement then after video ad comes then at the
last text ad comes so display advertisement is more important for the digital marketer as per the
survey we can say that for this is the most important for the know what kind of opportunity for
the digital marketer have. Here 18 are going for text ad, 41 for display ad and 34 want video ad
18
41
34
11
74
51
58
81
text ad Display ad Video ad None
If you are using internet then which kind of advertises effect
on your mind?
Yes No
35
that effect on their mind so this figure shows that display ad is more important for the consumer
as well as digital marketers.
13: Analysis of Irritation of Advertising
Table: 4.13
Figure 21: Analysis of Irritation of Advertising
Yes 46%
Some Time 29%
No 17%
Always 8%
Sometime so much advertising getting irritation?
Sometime so much advertising getting irritation?
Frequency Percent
Yes 42 45.7
Some Time 27 29.3
No 16 17.4
Always 7 7.6
Total 92 100.0
36
Here my purpose of put this kind of question is that advertiser must know that at what
period and how often should display ad to the particular consumer and how much density should
be maintain for that so Impression get reduce and get proper result so hare we can see that 46%
of the people is getting irritation, 29% believe that some time they get suffering from irritation so
digital marketer
14: Analysis of preference of while buying
Table: 4.14
Figure 21: Analysis of preference of while buying
As per the above table and graph we can say that now online searches are doing
more rather than the other activities consumer do as per the survey say that 48 are prefer online
48 52
27
20
8
44 48
65
72
84
Online Search Going to Moll Take advise Retail Store Direct Buy
If you want information for any kind of product then which prefer you most?
yes no
If you want information for any kind of product then which prefer you most?
Online Search Going to Moll Take advise Retail Store Direct Buy
yes 48 52 27 20 8
no 44 48 65 72 84
Total 92 92 92 92 92
37
search 52 prefer Going to mall and then see the product before buying any kind of product 25 are
take advise then 20 are prefer retail store and at last 8 are believe in direct buying so now online
search is increase so every marketer should put proper information online then the other different
kind of doing activity because internet is one of the medium that any kind of awareness comes
about the product so this is the big opportunity to advertise online for the marketer.
15: Analysis of online Check Preference while doing shopping
Table: 4.15
Between 5% to 10% 12%
Between 20% to 25% 26%
Between 25% to 50% 21%
Between 50% to 100% 38%
None 3%
When I want to buy any new product then I prefer check
online once? How much are you agree?
When I want to buy any new product then I prefer check online once? How much are you
agree?
Frequency Percent
Between 5% to 10% 11 12.0
Between 20% to 25% 24 26.1
Between 25% to 50% 19 20.7
Between 50% to 100% 35 38.0
None 3 3.3
Total 92 100.0
38
As per the above table and figure we can say that 38% of the people are agree to
check online between 50% to 100% then after 21% is come across the prefer between 25% to
50% then after 26% are prefer between 20% to 25% for the online checking for the product
information so this represent the real opportunity for the digital marketer to the grab this kind of
consumer and introduce such product relevant to them.
Topic 2: Bivariate
01: Gender vs. Internet devises use
Table: 4.16
Gender * If you are using internet then on which device are you like
to use? Mobile Tablet Desktop None
Male 41 24 25 2
Gender Female 8 11 7 0
Total 49 35 32 2
Figure 23: Gender vs. Internet devises use
41
24 25
2
8 11
7
0
Mobile Tablet Desktop None
Gender * If you are using internet then on which device are
you like to use?
Male Female
39
As per the analysis we can observe that compare between the genders vs. the devices use
for the internet that is much more difference came in this sample here for mobile use for male is
41 and female is only 8 but tablet is shows best for the female because this less difference shows
that male is 24 and female is 11 but this can be happen because the ratio of male and female in
this survey is not equal so this difference take place so desktop is 25 for male and 7 for female
we can so here we can say that the ratio of the male and female for the mobile is 1:5.12, for
tablet 1:2.18 and for desktop 1:3.27 so we can see that as compare to other tablet ratio is more
for female category for the internet use at the last who are not use internet that is only 2 male but
no female that we get very rare case in this sample.
02: Gender vs. Occupation
Table: 4.17
Gender * Occupation Cross tabulation
Occupation
Total Employee Business Student Professional
Gender Male 15 16 30 10 71
Female 6 3 8 4 21
Total 21 19 38 14 92
Figure 24: Gender vs. Occupation
15 16
30
10
6
3
8
4
Employee Business Student Professional
Gender vs. Occupation
Male Female
40
Above figure and table from that we can observe that for the employee male are 15 and
female are 6 but for the business 16 are male and only 3 are female but for the student the gap is
big because 30 is male but only 8 is female then the professional degree holder in that 10 is male
but 4 is female is we take ratio between gender vs. occupation then for the employee 1:2.5 then
for business 1:6 then student 1:3.75 at last for professional work 1:2.5 out of this employee and
professional work ratio is same so we can say that for the internet use in the employee and
professional activity get same popularity.
03: Age vs. Shopping on average
Table: 4.18
Age * How often do you so shopping on average? Cross tabulation
How often do you so shopping on average?
Total
More than
once a
week
Once a
week
2-3 time
a month
once a
month
Less than
once a
month
As little as
Possible
Age below 18
years 1 4 0 2 0 2 9
Between 18
– 24 Years 8 13 6 12 5 3 47
Between
25- 34
Years
0 8 10 6 1 1 26
Between 45
-54 Years 0 1 1 3 4 1 10
Total 9 26 17 23 10 7 92
Figure 25: Age vs. Shopping on average
1
4
0
2
0
2
8
13
6
12
5
3
0
8
10
6
1 1 0
1 1
3 4
1
More than once aweek
Once a week 2-3 time a month once a month Less than once amonth
As little asPossible
Age vs. Shopping on average
below 18 years Between 18 – 24 Years Between 25- 34 Years Between 45 -54 Years
41
Here we can observe that the below 18 years they are shopping more than once a week in
that only one comes but once a week in that case 4 sample are agree then once a month and as
little as possible in that only 2 sample are agreed same way between 18-24 years they are more
agree to do shopping on an average we can see that for more than once a week 8 then once a
week 13 then 2-3 time a month is 6 then once a month in that case 12 then less than once a
month 5 are agree for that so we can say that marketer need to focus on the younger generation
for the marketing purpose that is getting the great opportunity for the marketing purpose because
this may became the young assets for the company.
04: Occupation vs. Irritation of advertisement
Table: 4.19
Occupation * Sometime so much advertising getting irritation?
Sometime so much advertising getting
irritation?
Total
Yes Some Time No Always
Occupation Employee 8 10 1 2 21
Business 7 7 3 2 19
Student 21 6 8 3 38
Professional 6 4 4 0 14
Total 42 27 16 7 92
Figure 26: Occupation vs. Irritation of advertisement
8
10
1 2
7 7
3 2
21
6
8
3
6
4 4
0
Yes Some Time No Always
Occupation vs. Irritation of advertisement
Employee Business Student Professional
42
So as per the above figure and table we can observe that for student they are getting more
irritation from the advertisement on an average if density of the advertisement is not maintain
then after employee are less concern with irritation the get some time irritation for that say yes
and sometime equally in that case the professionals are getting on an average less irritation so by
this survey we can conclude that the density of the advertisement should maintain otherwise
mindset of the consumer neglect the advertisement which is useful for them that is not a good
practice.
Topic 3: Hypothesis
01: Occupation vs. advertise of text ad (Offer)
H0 = Occupation vs. Have you ever Experience with online purchasing for any kind of
product then on which kind of advertise for looking at Text ad (Offer) have relation with each
other.
H1 = Occupation vs. Have you ever Experience with online purchasing for any kind of product
then on which kind of advertise for looking at Text ad (Offer) have no relation with each other.
Table: 4.20
Occupation * Have you ever Experience with online purchasing for any kind of product
then on which kind of advertise for looking at Text ad (Offer) Crosstabulation
Have you ever Experience with online
purchasing for any kind of product
then on which kind of advertise for
looking at Text ad (Offer)
Total No Yes
Occupation Employee 11 10 21
Business 14 5 19
Student 22 16 38
Professional 13 1 14
Total 60 32 92
43
Table: 4.21
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 7.739a 3 .052
a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 4.87.
Figure 27: Occupation vs. advertise of text ad (Offer)
As per the above graphs and table we can observe that the text ad is more effect on the
student they are more prefer text ad when offer appear on the device then business man getting
affected after that come across the professionals after that at last employees but when we are
taking the ratio then for Employee 1.1:1, Business man 2.8:1, for student 1.37:1 and after for
professionals 13:1 so according to the ascending order professionals, Business man, student then
after at last Employees are comes. Here we get chi-square of 0.052 which is very less than 0.5 so
null hypothysis is acceptable so H0 is acceptable hence H1 is rejected. Here we get cells (12.5%)
have expected count less than 5. The minimum expected count is 4.87.
11
14
22
13
10
5
16
1
Employee Business Student Professional
Occupation
Occupation vs. advertise of text ad (Offer)
Have you ever Experience with online purchasing for any kind of product then on which kind ofadvertise for looking at Text ad (Offer) No
Have you ever Experience with online purchasing for any kind of product then on which kind ofadvertise for looking at Text ad (Offer) Yes
44
02: Occupation vs. Display ad effect on mind
H0 = Age vs. If you are using internet then which kind of advertises effect on your mind?
Display ad has relation with each other.
H1 = Age vs. If you are using internet then which kind of advertises effect on your mind?
Display ad has no relation with each other.
Table: 4.22
Age * If you are using internet then which kind of advertises effect on your mind? Display
ad Crosstabulation
If you are using internet then which kind
of advertises effect on your mind? Display
ad
Total No Yes
Age below 18 years 5 4 9
Between 18 – 24 Years 29 18 47
Between 25- 34 Years 13 13 26
Between 45 -54 Years 4 6 10
Total 51 41 92
Table: 4.23
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.023a 3 .568
a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 4.01.
45
Figure 28: Occupation vs. Display ad effect on mind
As per the above graphs and table we can conclude that here we get Pearson‘s chi-square
0.568 which is grater then 0.5 and 3 cells (37.5%) have expected count less than 5. The
minimum expected count is 4.01. Means that the H0 is neglected so H1 is accepted so we can say
that the age and If you are using internet then which kind of advertises effect on your mind?
Display ad have no any kind of relation both are independent with each other.
5
29
13
4 4
18
13
6
below 18 years Between 18 – 24 Years Between 25- 34 Years Between 45 -54 Years
Age
Occupation vs. advertise of text ad (Offer)
If you are using internet then which kind of advertises effect on your mind? Display ad No
If you are using internet then which kind of advertises effect on your mind? Display ad Yes
46
FINDIGS:
Advertising methods as the CPC and CPI use CPC use for both Text ad and display ad,
CPI method only use for Display advertising.
Video advertising use only in true view format otherwise have to use double click media.
Online advertising for running any kind of advertising then it is required knowledge of
Google Adword Tool.
Search engine optimization (SEO) and Search engine marketing(SEM) both are playing
major role in the online advertising
Display advertising shows in the different website that is called as placement high
ranking website are charging high money
Online advertising is chipper then ATL and BTL advertising.
Online advertising people have to use internet and can be understand use of electronics
devices.
Online advertising is measurable so according to product digital marketer target that kind
of segment and prefer according to that advertise.
This trend is fast growing so this is the best for the advertiser.
CONCUSION:
After doing this survey we can conclude that online digital marketing this is the fastest
growing business for the marketer this might be give the best opportunity to the consumer and
the advertiser to share product information and awareness will be growing with the using of the
different kinds of the tool like display, text and video advertisement getting information get the
great profitability as the new trends going towards the online marketing or we can say
E- Commerce site that is the wide area for the doing business in that display advertising get the
best role among the other tool because it required less space with the different kinds of the
banner and different kinds of the display format customer get more attracted. Hence theoretically
and practically analysis by that we can say that online digital display is the best for advertising
for different kind of requirement done by this function.
Chapter: 5 FINDINGS AND CONCLUSION
47
6.1 Bibliography
help.yahoo.com. (n.d.). Retrieved from help.yahoo.com:
http://help.yahoo.com/l/us/yahoo/ysm/mda/basics/what_displayadvertising.html
http://en.wikipedia.org/wiki/Search_engine_optimization. (n.d.). Retrieved from wikipedia:
http://en.wikipedia.org/wiki/Search_engine_optimization
http://www.internetlivestats.com/internet-users/. (n.d.). Retrieved from internet live status:
http://www.internetlivestats.com/internet-users/
http://www.medianama.com/. (n.d.). Retrieved from medianama:
http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-
smartphone-subscribers-report/
seacoastonline. (n.d.). Retrieved from seacoastonline: http://services.seacoastonline.com/media-
kit/products-services/digital-advertising/display-advertising/
6.2 Article Source
2.1 An Empirical Analysis of Search Engine Advertising: Sponsored Search
in Electronic Markets
Author: 1) Anindya Ghose
New York University (NYU), Leonard N. Stern School of Business
2) Sha Yang
University of Southern California, Marshall School of Business
May 25, 2009
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1022467
Chapter: 6 BIBILIOGRAPHY
48
2.2 Performance-Based Advertising: Price and Advertising as Signals of
Product Quality
Author: 1) Juan Feng
University of Florida - Warrington College of Business Administration
2) Jinhong Xie
University of Florida - Warrington College of Business Administration
November 200
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1027296
2.3 An Economic Analysis of Online Advertising Using Behavioral
Targeting
Author: 1) Jianqing Chen
University of Texas at Dallas - Jindal School of Management
2) Jan Stallaert
University of Connecticut - School of Business
August 1, 2010
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1787608
2.4 Targeting in Advertising Markets: Implications for Offline vs. Online
Media
Author: 1) Dirk Bergemann
Yale University - Cowles Foundation - Department of Economics
2) Alessandro Bonatti
Massachusetts Institute of Technology (MIT) - Sloan School of Managemen
March 24, 2010
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1577691
Cowles Foundation Discussion Paper No. 1758
49
2.5 Market Power in Online Search and Social-Networking: A Matter of
Two-Sided Markets
Author: Florence Thépot
University College London
June 1, 2013
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2307009
World Competition, Kluwer Law International, (2013) 36 (2)
2.6 Does Internet Effects the Consumer Perception – A Case of Internet
Advertisement
Author: 1) Sanjeet Singh
Chandigarh University
2) Harbeer Singh
BBSB Engineering College
December 10, 2012
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2187434
2.7 Dynamic Revenue Management for Online Display Advertising
Author: 1) Guillaume Roels
University of California, Los Angeles (UCLA) - Decisions, Operations, and
Technology Management (DOTM) Area
2) Kristin Fridgeirsdottir
November 1, 2009
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1540690
Journal of Revenue and Pricing Management, Vol. 8, No. 5, pp. 452-466, 2009
50
2.8 Generation Y and Online Advertising: Perceptions and Preferences of
Social Media Networking Sites
Author: 1) Bellarmine A. Ezumah
Murray State University - College of Business
October 23, 2012
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2255690
2.9 The Planning of Guaranteed Targeted Display Advertising
Author: 1) John Turner
The Paul Merage School of Business, University of California - Irvine
May 12, 2011
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1963512
Operations Research, Forthcoming
2.10 Driving Online and Offline Sales:
The Cross-Channel Effects of Digital vs. Traditional Advertising
Author: 1) Isaac M. Dinner
University of North Carolina - Chapel Hill
2) Harald J. Van Heerde
Massey Universi
3) Scott Neslin
Dartmouth College - Tuck School of Business
November 6, 2011
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1955653
Tuck School of Business Working Paper No. 2012-103
51
2.11 The Effects of Traditional and Social Earned Media on Sales:
A Study of a Micro lending Marketplace
Author: 1) Andrew T. Stephen
University of Pittsburgh
2) Jeff Galak
Carnegie Mellon University
April 4, 2012
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1480088
Journal of Marketing Research, 49 (October).
2.12 The Role of Search Engine Optimization in Search Marketing
Author: 1) Ron Berman
University of Pennsylvania - Marketing Department
November 6, 2012
URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1745644