Simplifying Internet

Simplifying Internet

Internet is a user initiated medium (also called as pull), unlike TV which is broadcast (also called as push)

It is the only medium which allows users/customers/surfers to react/participate to content, advertisements, a luxury which print, TV, radio, outdoors dont have now

It can be accessed via dial up, Broadband, GPRS, air/data cards, mobile, WAP It is the only medium which can give close to perfect statistics on reach, can do behaviourial targeting and can respond to user actions, do validations etc. Internet is used for seeking information, booking travel tickets, reading news, reviews, columns, blogs, commenting, opinions, watching videos etc Internet in India is expected to grow @ 50% for next 3-4 years 80% audience is male audience, 25% advertisers are Finance followed by Travel, jobs, classifieds etc

Number of user using internet is close to 420 million in the world, 60 million in india

Google, Yahoo, Microsoft, Facebook etc sharing the major bulk of usage. TIL reaches to about 27 million unique users across in a month.

Terminologies - Page Views, Unique users, number of visits, CTR, Cookies, HTML, Javascript, Flash etc.

Type of Websites

Websites which cater to a particular community and audience is called a VERTICALS,

Example:- economictimes.com (finance vertical) and timesofindia.com (news portal)

Websites which cater to a mass audience and provide varied contents across the population is called a HORIZONTAL

Example:- Rediff, yahoo, indiatimes, sify, aol etc.

Websites which cater to e-commerce driven (ebay, yatra, makemytrip , cleartrip ) are called TRANSACTIONS based. Many of the websites are free to access, but some sites are subscription driven, paid sites for content.

Interesting Facts

Technology Update (It took this many years to reach 50 million users)
Radio - 38 years Television - 13 years Internet

- 4 years
Years it took to reach 50 milion subscribers

40 35 30 25 20 15 10 5 0 Radio Television Internet

Top Internet Sites

TOP INTERNET SITES OF INDIA

Yahoo,

Google India, Orkut, Rediff, Youtube.com, Blogger.com, MSN.com, Live.com, Wikipedia, Naukri, Indiatimes, Cricinfo, Facebook, Timesofindia, Economictimes, Idiva, Moneycontrol, Microsoft.com

TOP INTERNET SITES OF WORLD

Yahoo,

Google, Myspace, Youtube.com, Facebook, MSN.com, eBAY, Live, Wikipedia, Amazon, Blogger, AOL Etc ..

Terminologies

Browser

A software used to experience the internet information Internet Explorer -70% Mozilla FireFox 25% Opera 3-4% Safari (for macintosh) Main website Ex:www.indiatimes.com is a domain The sub section of website which is registered Ex:- htto://ipl.indiatimes.com This is like an address book or index pagewhich keeps track of all IP address and mapping them to domain names. Universal resource locator, this is the address which every banner Number of times a page is being displayed post request initiated by a user Number of times a url (website/portal) has been typed in browser and requested for viewing Every time a user opens a browser and navigates on one site without closing the browser (is measured in time), session time on IPL on Indiatimes is 17 minutes % of time user left a website by visiting just the first page. Ex:- if bounce rate is 30%, means 30% of users visited no more than 1 page of the website. Number of pages a user views in every session. Page Views per session Number of distinct users who come in a day A person can come 4 times @ different points in a day to www.idiva.com Number of visits is 4, unique user is only one. Run of site / Run of Network Ads which will across a site with no particular targeting involved.

Domain

Sub Domain DNS (domain name server) URL / web link / website address

Page Views

Visits

Session Bounce Rate

Pages Viewed/Session

Unique User

ROS / RON impressions

What Does A Website Have

A website has home page, section home pages, stories pages, talk back pages, forums, reviews, videos page, photo gallery, videos, blogs, interactive elements, webinaars, live telecast, on demand videos/content, archived content, buying/selling, white papers, case studies, epapers, application forms etc. Internet is used by advertisers for capturing leads, getting registrations, for transactions(e-commerce), buying-selling (ebay), clicks, branding etc. Internet is used by audience/surfers for email/chat/community (orkut,ryze), seek information on news, products, buying/selling checking delayed news, live streaming, on demand videos/movies, gaming Internet is pull driven content/ads while TV is Push/broadcast. Internet can be sold on Unique Users / demand driven / time based audience while TV is sold only on time bands.

Terminologies

Ad dimensions (Size - Pixels)

728x90 pixel (also called as mast head) 300x250 (Also called as LREC or square banner) 468x60, 180x150 , 120x600, 160x600 25 KB max for flash, jpeg, gif banners video banners can be max 1 MB, but may not work with dial up connection. JPEG (flat file, photo with no animation which cannot be edited) GIF (primitive animation file which cannot be edited) CDR (raw image corel draw file which is used to make logos, photos, jpeg etc) PSD (raw image photoshop file which is used to make logos, photos, jpeg, gif) AI (raw image file which which is used to make logos, jpeg, gif etc) SWF (compiled flash file which cannot be edited) Flash current version used is 9, we however use version 6 for compiling Form based banner (a basic creative which has 4-5 field for capturing data and a submit button) FLA (raw flash file which can be edited) FONTS (Arial, Courier New, Verdana etc which get used to communicate the copy in the creative) Expando, Roll over , Shoshkele, Floating, Interactive, Video banner, pre-roll, post-roll, over lay

Weight (in KB)

Creative types

Terminologies

Impression

Every time an ad is being called for is an impression. A page may have 4 advertisements, so for every page being called for is a page view and for every page view, we get 4 impressions. Click through rate/ratio = (Clicks/Impressions) * 100 If campaign has served 1000 imp and given 1 click he CTR is (1/1000)* 100 = 0.1% Acceptable standards is 0.1 to 1% Some agencies do demand for 0.4% and above Cost per lead , Impressions to Lead, Impressions to Clicks An page/ad which comes as a compulsory view a desired content. A page that is being called without user initiating the request Ex:- Scorecard on TOI Cricket is on autorefresh because the product deals in live score updates and thus needs to be as real time as possible

CTR

CPL (I2L, I2C)

Interstitial

Auto Refresh

Terminologies

IP address

Unique identifier something like this (202.58.68.192). This points to the address of the location There are range of IP addresses which point to city/state or country. Ex:- All numbers starting from 202 may be US, 203 may be canada etc. (whatismyip.com) An encrypted information dropped by browser, adserver on local machine in a specified temporary files . This is done to do behavioral targetting

Cookies

Frequency capping

Showing ads to user @ predefined intervals FC of 3 per day per user, 1 per hour, 8 per day
Showing ads to user depending on the regions Showing ads to user depending on specific time, day of the week, user time zone etc A dedicated server/technology which is used to serve advertisement on predefined positions on the sites for des Ad server intelligently deliveres impressions using behavioural targetting and general media delivery parameters like Geo targetting, Frequency capping etc. Double Click , Real Media, ZEDO etc are popular ad servers Indiatimes, sify, rediff and web18 use real media

Geo targetting

Time Targetting

Ad server

Terminologies

CLICK TAG

A predefined set of instructions to be embedded in a creative for adserving

Click tracking

A code which helps us to track the number of clicks occuring for a banner. To create a click tracking code, u need a landing page + start and end date of the campaign
A tiny piece of image (1x1 px) is placed in the code when content or ads are being normally called, thereby whenever an ad or content is being called, the pixel is also called by which we can track how many times the content/ad was called. An advertisement or portion of content which instead of being delivered from adserver/ backend is permanently fixed on the position and therefore cannot be changed. Ads coming thru real media are dynamic in nature and NOT HARD CODED, they can be started/stopped at predefined times without manual intervention. Ability to show advertisement depending on the type of content being delivered Example:- if a page has content on mutual fund, we can show an investment related ad, if a page has content on bollywood, we show advertisment of a new release of movies etc Another level is KEYWORD TARGETTING, where users can buy keywords like INVEST, STOCKS , MOVIES , TCS, INFOSYS, NOKIA and whenever these words are shown OR searched for by the user we can show the desired advertisment. Google can provide a small piece of code which can be embedded in every page and thereby give you a details analytics information on page views, visits, visitos, unique user, bounce rate, browser information etc.

Impression tracking (also called as pixel tracking)

HARD CODED

CONTEXTUAL TARGETTING

ANALYTICS

Terminologies

HTML (hyper text mark up language)

A popular set of instructions which is interpreted by browser to display internet content. A HTML file can have images, text, flash, videos etc DreamWeaver, Front page and even Edit Pad, notepad, editplus are popular software used to make html files These are pre defined instruction sets for displaying fonts (arial, times new roman etc), size (10,12) , Colour, Bold, italic etc. A set of instructions which is generally used for instant validations, instant computations on the client side.Example Answers to a quiz, calcualating tax, percentage, EMI, checking if email address has been entered etc Website address which is part of creative communication which user can click and land on to read more information on the marketing/advertisement made on the site. An html file (weight not more than 40 KB, width 610 px as per our specs) is available tor sales to send to our user database. This html file however cannot take flash, CSS or javscripts, needs a From Name, Date of sending Client side validations/scripting means doing calculations on the browser without checking on server SERVER side implies doing computations on the server side.

CSS (cascading style sheets)

JAVASCRIPT

Landing page url (universal resource locator)

MAILER

CLIENT SIDE / SERVER SIDE

Terminologies

SOV (share of voice)

% of impressions from the total possible share for the desired ad spot

RSS Feeds

These are small bit of codes which as a standard has predefined set of information which is news/columns etc which in turn shows a summary of main stories and can inturn be used as feeds by anyone without any licensing agreement as long as the feeds are not monetized by others Example:- an RSS Feeds may have

<news> Govt fate to be decided in 48 hrs through poll </news> <shortnews> As per loksabha speakers involvement , there will be a 16 hr debate in the parliament and UPM needs 291 seats to win the confidence motions </shortnews> The tech team can look at the code above and use this code to embed in any of their tools to showcase news/views , synopsis to their users and users can click this and arrive on our website,

RSS helps portals to get additional visitors, helps small sites to give relevant alerts/information to their users. Detailed RSS/xml feeds can be availed @ a cost, which needs to be discussed with content team.

Terminologies

SEM Search Engine Marketing

Buying

Key words on Google/yahoo Also called as Inorganic Listing Quick Results from day 1

SEO Search Engine Optimization

Optimising

website with meta tags and titles and content so that it is listed through search Also called as Organic Listing Takes 8-12 weeks to take effect

NewsLetter
An

opt in feature for users to register and receive short links/synopsis of updates in relevant category

Creating a website

Creating a website

Either it can be static website where information will not change OR Dynamic where we need to involve content team which will update the stories and tech team which does the corresponding coding to dynamically pull data which has been entered by content Cost of designing, htmlising, content, tech.

Making a microsite

Talk to content team to see where they can give us relevant content and depending on this make a design. Check if any form based page (contact us, queries page) for which data capture has to be done Check any login based section is there. Check if there is any poll, contests etc A website page has generally a home page, section home page and stories page Design page with dummy content Get approval 3-4 pages (2-3 days) HTMLISE PAGE with dummy content Get approval 3-4 pages (2-3 days) Ask content team to post some content for the relevant sections. Ask tech team to code for pulling the relevant data. All in all you need minimum 7 working days to get a microsite up, ideally 14 working days. Every site needs to embedded with a google tracking code and either tech person on html person can embed this, so we can monitor the analytics information. Site needs to be checked in Internet Explorer, Mozilla Firefox

Purchasing Internet
1.

Internet is popularly purchased in following ways

1. 2.

Fixed (Time based cost Days, hours)

1.

Could be 5000 Rs a day to 300,000 Rs a day.

Ranges from 30 CPM to 3000 CPM Ex if client/agency buys 1,000,000(million) impressions @ 100 CPM the cost is (100/1000) X 1,000,000 = 100,000 = 1 lakh rupees

CPM(Cost per 1000 Impressions)

1. 2.

3.

CPC (Cost per click) - Not done @ TIL

1. 2.

Getting paid for every time an ad is being clicked. Ranges from 4 Rs to 25 Rs

Getting paid everytime user fills a small form of information seeking interest in a product, need not necessarily buy it. Ranges from 60-500 Rs Getting paid everytime user decides to purchase a service/product or open a bank account, credit card. Ranges from 1000 5000 Rs

4.

CPL (cost per lead) Not done @ TIL

1. 2.

5.

CPA (cost per acquisition Not done @ TIL

1. 2.

6. 7.

RI impressions / NRI impressions / Targetted Impressions Aggregators These are agents who sell residual inventory of all or many websites to clients/agencies at nominal rates.

Selling internet/Making media plan

Media plan should be made as a mixed bag Fixed spots, Video spots, Expando banners Impressions, Mailers, Branding Options on tools, property association Understanding capacity of site and committing deliverables accordingly

Finding out home page PVs and section PVs if fixed spot is sold anywhere The avg. CPM across the site is 150 CPM odd.

Clear brand brief Target audience (male, female, age group, Mgr/Sr. Mgr/CXO) Getting images, logos, copy for making a mock up creative

Media Plan
Media Plan TV/Print/Outdoor/Radio/Internet Cost Per Reach on internet is more expensive with TV/print Rules of Engagement is far more with internet 1 min to 12 minutes Backward calculations is always done for a CPL, CPC Cost per 1000 ad impressions CPM M is Roman M) Creative Cost + Agency commission + Publisher Cost

Agency Accredited Reports

ComScore AC Neilsen Alexa IAB IAMAI Juxt Consultant Google Analytics Double Click, Eye blaster, Real Media Agency research reports (Quasar, Starcom, GroupM etc)