Archive for the 'Advertising India' Category

DATA driven Targeting – Strengthening Display to become more effective alternate to search

DATA Driven Targeting is the latest buzz in the APAC Digital Media Ecosystem and is being positioned as Display Advertising 2.0, clearly adding armour to display banner advertising channel long going battle against search for share of budget.

I have attached a presentation done as part of workshop@IAMAI Marketing Conclave in Mumbai which talks about how DATA Targeting Adverttising in India is making Display advertising in India relevant and how should Marketer decide for their brand is Data targeting or Re-targeting right for their e-commerce front or brand advertising.

We at Tyroo Direct with v-target are trying to be a stronger alternative to Google re-marketing with following USP’s
– Dynamic Banner to bring catalog to your customer
– Built in Optimization for Higher Cart Value instead of CPA driven optimization
– Brand Safe Media Placements
Hope the presentation added will answer few questions
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Top 10 Finance portals in India – My favourite for Equity Research and Stock Movement Tracking

Top 10 list column is getting lot of page views with readership going up by 20% post adding category.

Today’s top 10 list look at 10 finance sites in India which i believe covers the best information required for equity research, keeping track of secondary markets and financial securities sector. Again in no order

1. Sharekhan.com – official online trading platform for Sharekhan securities one of the most efficient online trading platform with non clutter view to information. Their ability to keep non-sharekhan demat account holders engaged with content is highy appreciable.

2. Myiris.com – Started in pre-moneycontrol day when CNBC was still not the default financial market tracking channel. Excellent qualityof research and clean design keeps me bringing back.  Peers and CXO level audience in Enterprise 2000 and SMB’s have mentioned site as alternate channel to their existing online DEMAT account provider.

3. Moneycontrol.com – Most exposed financial site in India with content syndicated from Network 18 group.  Used to be one of my favourite site when they changed the way financial sites are to be used with web 2.0 tools which improved quality of research done and reduced effective time spent. For some reason lack of product innovation and repeative content from what i see on TV has some what weaned me away.

4. Indiainfoline.com – Another great online demat account company with great content exposed online without logging in again another site which has stopped evolving on product front but quality of content still ensures traction.

5. Valueresearchonline.com – Site has recently gone through a revamp and focus on mutual fund content has brought more interest from financial analyst community. The sites is targeted for more advanced audience which understand various investment instruments instead of amateurs looking for stock movements.

6.Valuenotes.com – Specific focus on Company Research Reports and very strong editorial content leads to high ranking among CFO audience. Biggest advantage this site carries is 70% repeat visitor rate due to high user conversion ratio into premium paid members.

7.Rediff.com/Stocks Section – My favourite Personal Finance tool site. I seriously love the stock hot or not barometer implemented. also ability to see historic movement of stock.

8.Taxindiaonline.com – Comphrensive guide on Taxation Rules & Law, This site is again big refernce point for CFO’s of today and their ablity to remain most updated in sync with Indian Tax Department notifications have got them high subscriber base even from Government departments.

9. InsuranceMall.in – Insurance Comparision engine – one of the early starters in the online space with well established finance company like Bonsai behind it.

10.  Apnaloan.com –  Not a big fan of the site due to lack of information on a self serve model.

Top 10 Ad Networks in India

In continous effort to bring new top 10 countdown of things happening around. List of ad networks in no order

Google Ad Sense – Mother of all self serve ad networks with largest pool of impressions availables though effective on long tail, in effectiveness in guaranteeing delivery of impressions on particular publishers or tier-I and tier-II inventory is poor.

Tyroo Media – Largest Advertising Network which supports more than just display formats like Banner,Rich Media but offers innovative formats like E-Tickets,EDM’s(emailers) for advertisers. Strong Inventory channels – Finance, Technology, SMB,NRI Cricket, News, Regional Inventory. Supports all CPC,CPM,CPL Model. Yahoo funded company

Komli Media – Right Media Exchange Platform based ad network with ability to offer display formats like banners, rich media.Supports all CPC,CPM,CPL Model. Group also behind Pubmatic  which helps publisher select what network to run on which ad slot.

DGM – Affilate Management platform uses multiple formats for generating leads across advertiser categories using SEO,SEM, publishers and more than ad network competes with agencies

Ad Magnet – Ad network started by Interactive Avenues Digital Ad agency based out of Bombay. They are focusing on Display and recently were in news for launching Video ad format.

Ozone Media – Headquartered out of Bangalore has been using accipter for serving with major strength in News Channel Inventory.

Tribal Fusion -Global ad network with indian’s display arm reach. Blind in nature known to be strong on technology and news channel inventory.

Integrid Media – Full service publisher representation agency across digital and non digital format. Reseller for Axill and Ybrant digital international ad networks

AdRevenue – U.K Based ad network with focus on premium publisher Indian IP inventory. Business UK sites and gained traction by claiming first to offer linkedin in market.

Its good to see from 20 ad networks in 2008 starting we have seen only 10 ad networks survive or grade with 1 Network play missing which is more of a publisher representation business then a network. As a network is suppose to ad some kind of targeting or technology value to both advertiser and publisher – hence didnt make the grade.

(Please note these views are solely mine and have nothing to do with my employer and list has been generated for self reference)

Impact of Text Ads as Ad Format for Publishers

Its been long debated that display vs text ads which are better performing ad formats where both formats proving their own merits and demirts for a publisher.

Before one dives straight into performance shown by each its important to look at factors which would impact selection of an ad format for a publisher

i) Size of the publisher – Lot of people feels this is not an important factor while debating between the two as one page site or multiple page site both can take advantage of text or display ads in their own way. Though I still feel its important factor impacting total revenue earned per page. Past data analysis has shown site with page views >5000 per day would benefit with implementation of text ads format as compared to display banner placement or fixed slot selling. This is based on things where number of text ads placement per page(if >3) which will get CTR >1% as compared to same number of display ads placed on the page will get higher CTR or result in higher eCPM

ii)Ad Placement – This is one of the key factor which will have highest impact on eCPM irrespective of the size of publisher as text ads give ability to  the publisher to place relevant advertisement in the relevant content to generate higher advertising RoI. Text Links as another text ad format has seen 7-11% CTR on average content.

iiii) Selection of Advertiser – If you are in hand of an contextual ad network then you can be safe but another advantage  text ads have over display advertisers is sheer number of advertisers using the format. Cost of development and design of display communication is 20x as compared to text ads which also acts like a barrier in number of advertiser using the format. Again ability to change text ads faster to blend into relevant content act as key enabler for increasing CTR of text ads.

iv) color and font of communication – As emphasis is on blending combined with placement this plays important role for improving CTR hence larger control for publisher as compared to display advertiser where control is with advertiser.

Though this post does look tilted towards text ads as preferred ad format purely from publisher point of you not advertiser as peoples reaction or intent is captured faster with text ads as a format and makes complete sense for publishers as more advertisers are looking to capture audience which would buy product then and their itself.

Display advertising does have higher impact in creating a brand and especially for products where higher consideration cycle for buyer is higher and internet is just used as medium of research.

Earlier google content network was the only option but with other text based advertiser options coming up like Microsoft PubCenter, Kontera etc and with google ad network optimization tool like Yieldbuild etc available publishers can start to find more value in monetizing inventory via multiple partners and understand their advertising inventory more.

Cost Per Lead Model Advertising – What price to pay for leads

With more and more digital agencies mushrooming across India. Everyone is ready to sell the Online medium as 100% performance driven metric with every media property/placement/unique users reverse calculated back to cost per acquisition or cost per lead.

When an year ago we just saw Classifieds and OTA’s like Makemytrip,Naukri,Shaadi, Bharatmatrimony advertising and pushing for CPA model today agencies are pushing same to Financial entities to NGO’s.

Cost per lead campaigns on digital medium have been falling in price points from INR 400 per acquisition to INR 50 per acquisition and trust me their is no science to such except for market economics of marketplace dynamics with players coming in to pick up purchase orders under cutting each other.

At the end of it its the advertiser which is still suffering by even acquiring leads at such price points as their is higher cost to qualify them via call centre which agencies are now starting to realize with increasing number of players ready to give them leads at price points lower than their expectation.

Recent meeting with brand manager of a leading Insurance player shed light on dirty tactics of account managers at digital agencies and how they went in pitched to deliver a great scale of Leads at price point less than INR 75 which was almost 50% less than own media plan estimation of the brand manager. Once they went through with the campaign the agency failed at 2 points

i)  Scale was only 10% of what they promised

ii) Quality of Lead was very poor

As a backup the brand manager did run campaign on their price point estimation and properties back calculated from CPM,CPC buys and were able to achieve the required numbers they had estimated easily with quality of lead 10X to what came in from agency.

This brings us to very important junction where what price to pay for what lead.  Quality of Lead matrix maintained by lot of brand managers showed on an average lead acquired at price points between INR 140-160 on an media plan have higher conversion ratio to sale. As lower price points you goto for acquiring leads lower the quality of leads. Unfortunately as this feedback to quality of leads is not feed back to the media property owners or ad networks they are not able to improve quality of same and are only able to optimize upto the level of acquistion of lead.

Recently lot of advertisers are promoting use of HTML banners instead of SWF creatives which experienced media planners in agencies are quoting to be saying the biggest source of such junk leads.

In such a scenario it will be very wrong to just blame the ad agencies but even the media owners and biggest of all media aggregators like networks which are not trying to get right feedback on right properties and not optimizing their inventories for quality of leads and continuing to accept campaigns at lower price points and find way to get leads at those price points instead of resolving end advertisers problems.

Is Facebook worth spending Advertising Dollars

Over last couple of months i have spent lot of times in measuring performance of advertising campaigns on facebook targeted towards Indian IP audiences. But really except for one really dont have a success story which proves Facebook banner display inventory really works for advertisers.

But before we go into details of it works or doesnt work for an advertiser we need to understand the audience available. As most of the campaigns have run are from Indian audience target perspective what we really understand about the rthem on facebook till now is

i) Primarily Sec-A

ii) Average age Male – 23 Female 25

iii) Average time spent on site per user > 45+ Minutes per day

So the audience really sounds prime to be focus of any type of advertiser let it be brand or performance but then why dont we see success.  Now before i start talking about it just to make sure we are not talking about facebook apps, viral marketing etc here. We are looking at facebook from pure display banner/rich media advertising perspective.

What we have seen till now is very high level of engagement of users with facebook as a product ignoring anything outside the framework completely.  what does it translate in terms of CTR(click through rates)

If its a targeted campaign you may see CTR between 0.03-0.04% but in case you run an un targeted campaign it in terms of targeting all Indian IP users then we see CTR between 0.05-0.07%.  If you just go by these numbers then it break laws of all fundamentals one learns as a media planner where targeting is considered god.  But one needs to understand the property more in general instead of just classifying it part of social networking channel. If you compare facebook to myspace or linkedin biggest difference what you see is facebook is just a communication tool between people. Its not generating any content like myspace etc. Which creates a big difference in engaging user to think and then react in terms of suggestive advertising. If you look at properties on offer at facebook compared to Yahoo! Mail for instance, If i was to advertise will select Yahoo! mail over facebook if during pure vanilla display advertising any day why as facebook just offer 120X600, 728X90 which are based on user/community profile pages or search pages etc.

No advertising on Profile page in terms of 300X250 or Logout page etc, We have tried advertising via facebook apps and they tend to give better CTR as compared to what is offered by direct advertising on facebook property. Biggest thing what i have realized is if you want to use facebook to derive traffic to your own property then it will not really meet your RoI set out but if you look at the medium to interact with your product audience,engage get feedback and work on reputation management then display advertising on facebook can complement the actions. for instance if you would like to promote an event or create a community around your product and  then you advertise it to facebook users using the ad inventory available you will see better return and measurement shouldnt be clicks or CTR but number of users aggregated to your community and ARPU generated through a defined 3 months activity plan after aggregation of user.

If you are a brand and have defined resources to manage on going relationship with audiences then it makes complete sense for you to take facebook route and explore interaction opportunities with your audience but if you plan to do a one off blitz and looking for return then trust me facebook is not your cup of tea. Will be glad to share more learning if anyone needs help.

Indian vs International Social Networking Sites

Since last year lot of people had talked about social networking sites and opportunity it provides to advertisers for reaching out to potential user base.But not much activity was really seen keeping in mind digital advertisers/ agencies approach not to experiment much except to deal with top 10 publishers in India which have their own sales team or take initiative in getting themselves noticed.

Our home grown social networking sites have not really performed with indian networks even yet to open up their inventory. Although facebook, myspace, hi5 are international sites they do get significant #’s from india which surely make them easily break into top sites for users from India.

Alexa Stats | India Ranking

Hi5.com – 53

Myspace.com – 86

Facebook.com – 11

Orkut – 3

Perfspot – 27

Indian Social Networking Sites

– Bharatstudent.com – 22

– ibibo.com – 45

– Minglebox – 96

as you can clearly seen International social networks have higher reach with audiences there are couple of factors which really attribute to their success.

International Networks which are hit abroad get easily adopted by NRI community to connect with their peers locally at university,workplace,interest group level which leads to invitations bombarding in their Indian Peer group which are highly net savvy primarily social urban population this means faster adoption as compared to their indian peers

This is also the reason why advertising campaigns on social networking sites are also getting lower click through rate. As these net savvy users have already learnt to block out non engaging advertisers.

Advertising trend wise International sites like facebook has shown greater response to brand advertisers as compared to performance advertisers if combined with behavior and profile based targeting instead of normal contextual targeting.

Indian counterparts are currently working on generating adoption to their platforms using advertising on other people’s inventories as compare to their own. Once probably they are done with their own we may see them opening up to indian advertisers and really be able to judge their platform advertising potential.

Will talk about which campaign work work best on Indian Social Networking Inventory in next post.


Contact Details

E-mail:siddharthpuri@gmail.com Call Me :+91-9910444460
October 2017
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