Posts Tagged 'Ozone'

Digital Media Planner Guide – Evaluating Vertical Ad Networks

In my ongoing series on Online Media Planning the next big question we try to answer for Indian Online Media Planners is how to select between vertical ad networks to derive maximum RoI for your clients.

 

Before we get into the selection part its important to look back into the fundamentals of it. Vertical Ad Networks as found similarities with Vertical Portals are basically collection of media either forming set by similarity in content of media or kind of audience they aggregate. Eg of similar content vertical ad network would be Go Sinbad – Travel Ad Network which focuses on collection of travel inventory provided by likes of yatra, zoomtra, makemytrip etc. On the other hand there are audience targeting vertical ad networks like CXO being mooted by same people as behind Gosinbad which would aggregate CXO audience across channels.

 

As compared to Horizontal Ad networks on the other hand as name suggests are in game of aggregating media across channels to connect advertiser goals to audiences via use of effective technology.  They are more pro-advertiser and are dependent on getting higher RoI for advertiser from low quality inventory which a publisher cannot sell directly to advertisers by mean of technology with higher return for publishers being derivative of making their inventory perform for advertisers.

 

In a recent conference a known media planner was seen mentioning how vertical ad networks are much better then horizontal ad networks by mean of transparency in media buys they provide. Other than this line their was no second point which the planner was able to add the reason being if sites could perform on their own or provide scale then they would be competing for ad dollars directly on media plans instead of being aligned to an ad network. Importantly networks are looked as hedging tools by planners to hedge risk taken on spends on vertical portals and horizontal portals what it means in plain English is when the same site which they wanted to buy really comes as a collective buy with other 2-3 sites at a better negotiated average cost it makes an attractive buy for a planner.

 

Other than being collective buy of site in a bouquet one time they really haven’t shown performance depth to performance driven advertiser of today. Biggest issue which has been seen in the US with vertical ad networks is that’ they are attractive one time buy but generally people don’t tend to get performance and recently a big technology blog publisher in US which was aligned to new blog network have started running Tribal Fusion for serving relevant ads.

 

This is not to discourage media planners from buying vertical ad networks but to advice that you are responsible for buy you makes which is even in the case of horizontal ad networks but their opportunity to shift budget from one vertical to another vertical to see where your advertiser will get performance also is seen as major reason in US on selection of horizontals over vertical ad networks.

 

For selection of any media for your advertiser its important to answer one question what kind of RoI will it provide. Every Media Plan developed by you can be measured by these 3 quantifiable metrics for all digital media bought and sold

 

–         Scale – # of impressions, clicks you are able to buy to have higher share of voice for your advertiser in segment they want to advertise on net

–         Reach – number of potential clients in terms of unique users or potential clients you are able to expose your advertiser product.

–         Technology – In terms of micro level targeting  you are doing to find and map their potential clients with your advertisers products

 

If you are able to divide your media plans to these 3 metrics and quantify every dollar brought to Response or RoI you will see higher output and efficiency of your dollars spend to reach your client goals.

 

On basis of these 3 same metrics let’s look at how to evaluate Vertical Ad Network for your Media Plan

 

i)                    Total # of sites which are part of the vertical they command. Needs to be 50+ sites offered on selection to show depth of their vertical

ii)                   Do they provide access to 3 out of the top 10 comscore site for the vertical they operate

iii)                 What is the entry point for the user of vertical publishers eg search engine, directly going to site. If Search engine then sites page rank is more important and knowing top 5 pages inside the site is important instead of homepage views.

iv)                 When providing site selection what kind of data do they provide on each site also do they offer information on mutually exclusive audience. In order to make this effective you can request information on ability to do frequency cap across your media buy instead of on one site to improve RoI for your advertiser.

 

If you are able to find a vertical ad network which would meet this criteria will eventually translate as a calculative action buy on your media plan resulting in higher response rate for your advertiser for sure. 

Brand Advertising Performance Measurement in India

Today when we meet Publishers and Online Advertising Agencies everyone talks about lack of even 1% proportionate spend by Brand – FMCG advertisers like Nestle, Pepsi, Unilever etc on online medium for reach out to masses.

At a recent discussion organized by Nikhil Pawha  – Mediamnama i meet couple of people which were indicating why brands dont spend online due to lack of performance metrics or sheer scale of medium as always indicated as “New Media or Alternative Media” with just  access to 30 million active users in India when compared to TV & Print which has access to 400 million users.

Being in Online Industry for almost 10 years i have personally been firm believer or positioned the medium as most performance measurable due to automated intelligence and sheer capability to collect data. But the kind of data we collect or metrics people look into like CTR(Click through rate), Impressions served are the just functional data points which were created by us marketers to bring some audit ability to our medium instead we started to use this to compare ourselves to print and TV where lack of such data from publishers perspective makes it harder to define.

On the other hand if you look from perspective of the advertiser like a big telecom giant or big toothpaste brand which caters to mass audience just dont just consider them foolish when they only get excited by wow factor shown by a publisher like a rich media ad communicating to user about their brand or sponsorship to a section against measurement of traffic to their micro site talking about their product as for them being on the online medium is to give user to talk to their brand or be wherever their potential product user.

We as online marketer need to show potential to online brands somewhat similar to how offline medium agencies work where they try to understand the pain point of the brand in terms of market positioning, reach to consumer, brand message, channel problem etc  which a brand face and give solution through medium of advertising to solve these problems and show RoI in simple brand recall + most important increase in sales perspective. This is something very similar to what Naukri’s of the world may do Cost per Resume or as one online marketer was suggesting going Cost per Pizza sold to an International Food Chain present in India it sounds very foolish but its very practical in all sense.

Why cant campaign for a women cosmetics product measure increase in sales or give feedback to brand on lack of availability of their product by sheer interest shown from one region etc.

The WPP and Publicitas of the worlds have for long been measuring performance for brands in offline world and we as online marketers need to come out from our measurement of CTR is what brands are looking for answers and need to get more innovative to drive more media spends online.

In answer to later question which talked about scale which medium provide you are right when some one in discussion from audience mentioned that 90% of audience online already has access to a mobile phone and a telecom brand advertising online will not really benefit in terms of RoI by asking user to subscribe or change providers but knowing so much about our users online give the marketer an edge where we can address specific pain points of our brands like increasing ARPU per subscriber already in a telecom circle where they find potential exist but not been able to crack it via the offline medium etc.

We need to evolve the medium bring in more technology metrics for increasing measurements in simple terms which offline world provides to brands to get access to more money power but another question needs answering do we have capacity to consume a 20,000 crores budget online per year. Answer is NO and we need to grow the medium users or evolve as medium for other mediums to integrate to us. Lets cross the 100 million user mark soon to stay in this race otherwise technology and business models will get too evolved without test user base for measuring their scale and may lead to early collapse of lot like the dot  com bubble burst where lot of entrepreneurs replied with answers of their models being too early for that time.

Do Websites Require Ad Networks in India

Last couple of days i have been touching base with lot of online publishers across length and breadth of our country and have been hearing lot of commentary on how ESPN decided to go off Specific Media ad network and go solo in selling their inventory. Lot of them echoed they might want to consider following the same path others questioned the whole ad network model and how its in favor of advertisers instead of publishers.

Wont like to iterate what my response to them on same was but what would like to say is one needs to strongly understand dynamics of the industry before deciding what is best for them. Indian Internet Industry or even global for that matter works on lot of different metrics where for large advertisers agencies act as middle man on planners for finding out best performing avenues for spending clients marketing budgets.

Now this performance metrics could be audience reach rather matching of demographics, traffic generated to their message site, actual performance if its a commerce campaign etc.

Now lot of publishers will say we may measure up completely on all these metrics then why arent we able to access these budgets??

i) Agencies dont like to work with lot of publishers. Its too much logistics to manage as ops is last thing they want to specialize on.

ii)Agencies need scale, single point of contact and ability to undo its wrong mid of plan by change of demographics or variety etc. Which in case can mean moving completely from one publisher to another

iii) Agency like to minimize risk on media plans by mitigating to buy directly on CPA and limiting buy on CPM on clients favorites like Yahoo!,Rediff,MSN even their they negotiate on CPC etc.

iv) Agencies dont like to buy user generated content. even with all Web 2.0 – Forums,Blogs etc are still not hit with them for their marketing spends(except performance advertisers again CPA driven buy)

How do ad networks help

In India performance is not the tag or help optimize your inventory is still not some what criteria for selection of ad network. Its pure access to kind of advertisers and their ability to consume scale of your page view inventory.

How to evaluate an Adnetwork for your Site

Whenever you talk to an adnetwork please have following metrics to see if they are the best choice for you or not.

Q1. How many impressions can they consume from you per month?

Like all 10 million page views given can be consumed or not)

Q2. How big is their sales team? How is it spread?

This question will let you understand their accessibility to advertisers and pressence in all major cities like Delhi,Mumbai, Bangalore,Chennai etc talk about their reach.

Q3. Ask what advertiser campaigns are currently in system?

If you get answers on all DOTCOM’s like MMT,Simplymarry.com,naukri.com etc then you should again be little wary as these advertisers are one of the easier access as they are completely performance driven and wont value your inventory for its demographics etc.

Q4. Do they have a self serve model for publisher management?

This is essential for you to monitor on day to day basis performance of your inventory given to them etc.

Q5. Lastly try to find out what special they do to train sales team on advantages of having you on their network?

Do they prepare any media kit for your website announce to advertisers etc.

Till the time you have money and reach with agencies where marketing budgets are low hanging fruit it still makes sense to setup own sales team and control like ESPN otherwise you should take advantage of these ad networks working more as sales representation businesses in India to keep driving revenues from Internet Properties you own.

Does Indian Digital Media Industry need to be really scared of CPA Model??

Lately we have been seeing publishers and ad networks getting more worried with more and more traditional digital media advertisers like naukri.com, makemytrip.com etc moving towards CPA model forcing publishers and media agencies executing the plan to get paid when they provide returns on advertising revenue spend.

Lot of bloggers and publishers have talked against this model and especially in India where many publisher sales teams are still gunning for fixed slot and CPM deals not accepting even PPC campaigns makes it even harder to make learn the small publishers why they need to start taking risks to earn bigger revenues.

This lead to evolution of ad networks which are brokers which tend to hedge risk between advertising models preferred by advertisers and publishers.This is done by use of various technologies which slice and dice inventory offered by publishers identifying the best audience for advertisers where they can get conversions in return increasing value for both advertisers and publishers. In India apart  from DGM and Komli to just a small extent, none have been really successful on delivering effectively for industry to move towards CPA model.

I would not blame the publisher or ad networks but mainly the advertiser lot available. In india advertisers which are moving towards CPA model are the ones facing situation of extreme saturation. Why for CPA model to exist successfully publisher and there site audiences need lot of variety in terms of ad options etc. Lets look at category of advertisers pushing for CPA Model

* Real Estate sites – magicbricks, 99acres.com

* Matrimonial sites – bharatmatrimony.com, jeevansathi.com, shaadi.com

*  Job Boards –  naukri.com, monster.com, timesjob.com

* Travel Sites – Makemytrip.com, Yatra.com, TravelGuru.com

If you take any of the categories above mentioned there is no product differentiator or sheer difference in features which would also duplicates to their advertising campaigns. Second biggest problem being faced is most of these players have been in market for some time and casual surfers on internet where they are advertising is more likely to already know the brand and would have registered for their services(ex submitted resume on naukri or monster) further reducing chances of RoI. Though lot of people may argue that there are so many people coming online every month hence their is still scale which web advertising can provide to such advertisers. It is surely wrong to comment on the same. I believe conversion cost against the scale available to naukri or monster will be much higher on web display properties as compared to offline branding properties. For these kind of sites inventory created through other new avenues like cyber cafes or through university exam results site would yeild much higher return.  But again going back to the cause of publishers. For them to perform better in this category if they get advertiser like timesjob.com there is still chance of them getting lower conversion cost from display ad as compared to naukri or monster if they dont go for specific behavior targeting.

So how does the above statement help ??

For publishers to flourish and provide scale on CPA or CPL model for advertisers they need lot of advertisers with variety and availability of freshness. In india lot of agencies feel this is a newer model being tried out by advertisers but people are forgeting affiliate marketing has been a very old concept on internet with businesses like amazon, freebee  and commission junction have flourished.  But the main reason for them to flourish or for the model to flourish was availability of more than 500+ ecommerce ventures in US ready to fight out to grow the market and trying hard to reach out to audiences offering some thing different. Why is Google Ad words flourishing today is due to the fact small businesses are trying to reach out to the larger internet audience giving variety of option to users.

I think so digital media agencies need to teach their clients more about nuances also involved with the model rather than just talking pros of saving money. As in short term its returning them and their clients benefits but in long term its hurting the digital media industry overall.

I would also advice smaller publishers to become more about the CPA model and its advantages but they should carefully sit down and identify the right affiliate program they join otherwise they will end up loosing on precious money they could have just earned running low CPM campaigns from any ad network.


Contact Details

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