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DIGITAL MEDIA MARKETING

AGENDA• Internet in India• Scope of digital• The marketing funnel• Types of media buy on digital media?• Knowing your audience• Talking to your audience in the right way• Connecting the dots on digital• Q&A

Indian Internet Landscape

Source: DAN E4M Report

Source: DAN E4M Report

Source: DAN E4M Report

33% jump in mobile internet users after launch of Jio pushes India to become the worlds 2nd largest internet user base

503 Mn354 Mn278 Mn186 Mn

2013

110 MnMobile

Daily Time Spent on

Mobile 2.03 hrs

2014

159 MnMobile

Daily Time Spent on

Mobile 2.40 hrs

2015

213 MnMobile

Daily Time Spent on

Mobile 3.06 hrs

2016

236 MnMobile

Daily Time Spent on

Mobile 3.16 hrs

2017

314 MnMobile

Daily Time Spent on

Mobile 3.50 hrs

427 Mn

Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 Q2:16 Q3:16 Q4:16 Q1:17

Jio Airtel Vodafone

Idea BSNL Other

The scope of Digital

The Typical Marketing Funnel

The Marketing funnel on Digital

We have moved from ‘Funnel’ to ‘Fish’

DIGITAL MEDIA OFFERING

Direct Buys

Large Format Fixed Buys

Site Takeovers

Roadblocks Site Syncs

Standard Buys

CPM, CPC, CPV, ROS/RON

Brand Solutions

Sponsorships & Content

Integrations

Content Marketing

Content placements

Content promotion

Paid Social

Branding Performance

SEM

Brand, core,

compete

Programmatic Buys

RTB

BRAND BUILDING PERFORMANCE

Media buying scope on Digital

How digital media is bought?

Intent Audience Placement

Trivia time!

Intent

What?

AudiencePlacement

How?Where?

What does each of them deliver?

Intent Audience Placement

Search Engine | App store Facebook | GDN | Programmatic | Networks

Sites – TOI | Yahoo Fixed | YouTube fixed

Clicks | ConversionsAuction | Impressions |

Cost per actionFixed | Cost per day |

Association

Performance Performance | Engagement | Actions

Brand uplift | Brand Recall | Search query uplift | Click through on core and brand

keywords

Knowing your Audience

Things you need to know

Demo Geo Core Interest

Knowing your Audience - Better

Customer Database Prospects identified

Audiences that has shown an intent for buying from data collected over the past

1.5 years

Core audiences based on the TG defined on the brief and historic data learning

Buyer Data InsightsProspect Data Insights

Facebook being 220 Mn audience today represents almost 1/2 of entire internet population and with the dynamic consumption based feed can be considered to be a sample for user behavior across the internet

Audiences that has shown an intent for buying from data collected over the past 3 campaigns

7M – 8M monthly active people

Core audiences based on the TG defined on the brief and historic data learning

118.4K monthly active people

Buyer Data InsightsProspect Data Insights

1st party Customer Data

- 81% Male Vs. 71% of Facebook audience- 83% of the TG comes from 18-34 age bracket

- 79% Male Vs. 77% of Facebook audience- 84% of the TG comes from 18-34 age bracket

Demographic insights – 18+

- 81% Male Vs. 77% of Facebook audience- 74% of the TG comes from 22-34 age bracket

- 81% Male Vs. 77% of Facebook audience- 74% of the TG comes from 22-34 age bracket

Demographic insights – 22+

The age defined by brief is 25-35 but the audience insights clearly defines that for digital we need to broaden the scope and accommodate 22-35 from a digital POV

What are they consuming?

Based on the common categories consumed between custom audience and prospect audience, we have derived certain genres to be present on digital

Therefore: Digital TGTechnophile

Lifestyle/Entertainment Enthusiast

Auto Enthusiast

General News Junky

M/F 22-35

Travel Enthusiast

PAN India

How to reach them efficiently?

Being Contextual is the key

Native blend over disruption

Scoopwhoop sponsored article

Once-in-a-while cheat snacking is okBut long-term health ke saath no compromise

Pure water boosts your immune system so you are fitter for longerPureit Marvella Ro+ Uv FREE HOME DEMO

Contextual Banner ads for Fitness Enthusiasts (Men’s Fitness)

Brand / Product Widget on TOI

View More Pro

ducts

Studies ke beech mein kuch masti is ok but health ke saath no compromise

Fresh, cold water that’s purer than boiled water Pureit Marvella UV

Pureit or nothing.

Contextual Banner ads for Finance (MoneyControl)

Measuring Success

High Click through rates or increased

traffic

E-commerce sales or leads

Brand uplift through increased search volumes

FIN! – Questions welcome