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