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Digital Display & Rich Media Planning, Best Practices and Metrics..
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Display & Rich Media Planning
In this presentation
• Digital advertising snapshot
• What is Rich Media
• How to reach to your potential audience
• Best Practices
• Measurement metrics
• Q & A
Spends allocation between all the ad formats
The report finds that currently, Search and Display are the top two contributors to the total digital advertisement spends in India.
Of the Rs 2,750 crore digital advertisement market, Search ads constitute 30 per cent of the overall ad spends, followed by Display ads, which contribute 23 per cent and Social Media contributing 14 per cent of overall digital advertisement spends
Identify objective to align your campaign
Awareness
Drive Interest
Brand Consideration
Trial & Purchase
Loyalty
Advocacy
Increase visibility through break-through-the-clutter
branding
Provide rich content to inform or educate
Drive consumer to purchase on or offline. ( direct,
Transactional or Purchase
Enable consumers to actively engage through social sharing ( Share on Facebook, emails)
What is Rich Media?
Rich Media Advertisements are defined as those with which users can INTEREST or ENGAGE, solely with animation
Includes such formats as transitional and various over the page units such as floating ads, page take overs and page tear
Mast Head
Displaying the Ads to Potential Users
Web Users Platforms Activities
How to reach potential users then…
DemographicAgeGeo Targeting Interest Contextual Behavioral Day PartingDevicePlatform
Web User Targeting Parameters Doing Various Activities Potential Users
How to bring users back to landing page
Web User
Landing Page Multiple Websites of different genre
Bring users back to brand website.
Pixel|Cookie|Xchange
Target the right audience
• Contextual • Remarketing• Behavioral
Best Practices
Best Practices| Mobile Rich Media Ads
Optimize the mobile experience: Ensure that your text-based creative for high-volume groups are optimized for both desktop and mobile devices. For example, your mobile creative text might include geographic modifiers like “Mumbai” or “Delhi” depending on your location targets. Mobile-specific call-to-actions such as “Call now” or “Visit a local branch” are also effective in increasing customer engagement
Best Practices| Video Ads
Include “loading” message that appear when the video is streaming. Users with slow connections will know the video is loading
Include compelling relevant call to action after the video completes- either last frame or static art work.
Best Practices| Engagement ads
Add Navigation Buttons – Sharing & commenting
Highlights only key features of the product
Best Practices| Social Media ads
Clear Call-To-Action like Book Now, Install, Shop Now,
Headline show be stiking
Image should to clutter free
Use bright colors to catch the attention
Types of Rich Media Ads
Format | In Page Ads
Standard ad unit that may include advance rich media functionality, such as embedded games, animation, video integration, registration forms or interactive marketing brochures and may allow for larger file sizes
Format | Expanding
Similar to in-page ad units, but they expand in size when a user moves his mouse over the ad or click to interact with it. Some publishers are experimenting with ads that automatically expands when the page loads, then retract after small delays. These ads are sometimes called “push-down”
Format | Floating
Ads that appear as a layer on the top of the user’s current page; these are typically free form ads that can move across the page in a varity of shapes and sizes and which may resolve into an in- page ad on the same page or a smaller floating “ reminder” ad unit which continues to float above the page
Format | Transitional Ads
These ads appears between one page and another as a user click through a site.
Format | Take Over
Takeover ads are ads that replace all or part of a publisher’s web page with advertising content. They are often designed to look as if they are breaking or otherwise interacting with editorial content.
Format | Mastheads
Masthead units are always found at the top of the web page. The mastheads may include number of different elements that are designed to catch eyes and may have interactive features or video.
Format | Engagement Ads
Engagement Ads strengthen brand-to-audience relationships by making a rich creative canvas come alive as consumers stream videos, play games, and more. Advertisers only pay when audiences engage – ensuring that your message is resonating with people that are interested in your brand.
Metrics
Metrics Branding Direct Response
Click Through Rate Interaction Rate
Brand Time Action Rate
Definition: % of impressions that resulted in the user clicking through to a landing page.
Give consumer a clear reason to click by focusing clear Call to Action within banner panel
Most Intrusive formats such as Floating & Take overs result in higher CTR
Definition: The average amount of time user’s interacted with the ad
The right feature presented to right audience can result in average Brand Time over 1 Minutes
Definition: Percentage of users who have interacted with the ad uniti n some way
Make it easy & persuasive “ Watch this video for recipe”
Give a preview in the banner of what’s to come in the panel
Definition: Percentage of interaction that incur an additional activity
Interaction is the first step to conversion and action is second
Add enticing second step such as Download, Coupon or install.
Q & A
Thank You Ashish Singh