Authored by 18 digital media industry professionals

MRP: ` 350afaqscampus.com

Authored by 18 digital media industry professionals

THE CURIOUS MARKETERDIGITAL

>

TH

E C

UR

IOU

S D

IGIT

AL

MA

RK

ET

ER

This is a one of its kind initiative by afaqs! Campus. This book will definitely help the industry, especially media planners, who will be able to relate to the ‘burning’ questions thrown at them by advertisers. This book will be a good start towards evangelising everyone in the industry and outside it on Digital Marketing. Advertisers, will also gain from this book that has answers to all their favourite questions on Digital Media. I congratulate the contributors of this book for this unique initiative.

RP Singh, vice president, Media, Neo@Ogilvy

It’s time to move from treating digital media as a specialist medium to embracing it as the new mass media. This book makes it easy by answering the most frequently asked questions posed to planners, advertisers, publishers and marketers. I recommend this book as a reference guide every time you have the slightest doubt on the role of the digital medium. Thumbs up to the afaqs! Campus team for a great job done.

Madan Sanglikar, chief executive officer, AD2C

Marketers have a lot of questions when they talk to digital media planners and buyers. This handbook covers more than 101 most commonly asked questions, responded to by the experts in the business.

CPM/CPC/CPAAd Network?How do I evaluate an

roadblock onCan we do a

Google.com

?

app campaignI want to do an for my . How to start?

TV campaign?Why to do video advertising on digital when I have a strong

BRAND PROMOTEHow does thet heapplication on the mobile?

measure GRPsHow do If or an online plan?

Facebook Facebook pageShould I advertise on or create a to engage with my audience?

sponsored stories Facebook ADS?How ared ifferent from

CPM/CPC/CPAWhen to use buys?digital campaignHow do i know what should be my budget for a

to be considered in arriving at this?for a particular campaign and what are some of the factors

budgetor what should be the ideal

best frequency capWhat is the

What is HTML 5?

What areand how can they be best utilized?

QR CODES

What is a

(DSP)?DEMAND-SIDE PLATFORM

What are mobile platforms?DIFFERENTWhat sort of targeting is possible on the mobile internet?

eCPC

, eCP

M

The Curious Digital MarketerMarketers have a lot of questions when they talk to digital media planners and buyers. This handbook covers more than 101 most commonly asked questions, responded to by the experts in the business.

Authored by 18 digital media industry professionals

The publication contains the opinions and ideas of its authors and is intended to provide informative material on the subject matter covered. However, the authors make no warranties regarding the accuracy and completeness of the contents of this publication. Also, the authors do not guarantee that a reader’s reliance on the content of this publication will produce specific results.

ISBN: 978-93-5067-429-1

First edition: 2012

Concept: Kapil Ohri (afaqs! Campus)

Editorial support: Ankit Bhatnagar (afaqs!) and Anshupriya Sharma (afaqs! Campus)

Book Design: Vidit Sachdeva and Supriya Sahani (Decyclebin) and Vinay Dominic (afaqs!)

Cover Design: Arti Rohatgi (afaqs!)

© All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without written permission of the publisher.

Published by:Banyan Netfaqs Pvt. Ltd. (B-3, First Floor, Sector - 4, Noida, U.P.)Phone: 0120-4077800, Email: campus@afaqs.com

Disclaimer

AuthorKapil Ohri [Head, afaqs! Campus]

Co-authors1. Anurag Singh [Co-founder, Mobimasta]

2. Advit Sachdev [Founder, Odigma]

3. Ansoo Gupta [Global Head of Business, Pinstorm]

4. Abhishek Punia [Associate Media Director, Interactive Avenues]

5. Atul Soni [Director (Invention), Mindshare, Group M]

6. Benedict Hayes [Vice President (Strategy), Communicate2]

7. Chanmeet Singh [Social Media Manager, Webitude]

8. Deepak Sharma [Associate Media Director, Neo@Ogilvy]

9. Geetanjali Andersen [Group Head (Media and Search), Media2Win]

10. Himanshu Arora [Senior Business Group Head, Isobar]

11. Harish Iyer [Media Group Head, Interactive Avenues]

12. Maninder Pal Singh [Media Director (Digital), Lintas Media Group]

13. Raghu Seelamsetty [Managing Director (India and MENA), MediaMind]

14. Ronny Raichura [Head (Search and Analytics), Communicate2]

15. Sairam Ranganathan [Client Lead (Digital), Maxus]

16. Tanushree Radhakrishnan [Media Director, Zed Digital]

17. Vishal Jacob [Senior Director (Digital), Maxus]

Special Thanks to 1. Unny Radhakrishnan [National Director -India (Digital), Maxus Global]

2. Preetham Venkky [Business Head, KRDS India]

Contributors

v

Foreword

“Water,watereverywhere,Noranydroptodrink.”

The Rime of the Ancient Mariner - S.T Coleridge

This excerpt just about sums up the current mar-keter’s dilemma about the digital world! We all know it’s all pervasive. We know that people across age groups are spending more and more time online across multiple screens. We know that conventional advertising is being treated with in-creasing skepticism and that consumers rely a lot more on what they hear and share about the brand in reviews and on social media. Yet, marketers, like the sea men on that fateful voyage, surround-ed by water, none that they could drink, struggle to master this medium that is enveloping the whole marketing ecosystem.

Marketers who were hitherto chartered with the task of leading the consumer on, suddenly find themselves in unfamiliar territory where the consumers and their paths to choice making are evolving faster than their own efforts to use these channels. The fundamental nature of the digital medium i.e. of free choice, means that market-ers lose a lot of control on what and how they talk about their brand. It’s a very basic shift in bal-ance of power where consumers are free to ac-cept or reject your communication, give immedi-ate feedback on whether they like it or hate it and also spread a good or bad word about experiences they may have had with your brand. No amount of advertising dollars can compete with a couple of bad reviews put out by dissatisfied consumers on your brand! Marketers bred and schooled in the era of broadcast, one-way communication with

vi

consumers are bound to struggle in an era where they are no longer the master puppeteer. The role of marketing and brand building is shifting to a role of brand curation and the facilitation of a dia-logue between the consumer and the brand. It’s a tough transition and a plethora of digital platforms are not making it any easier. There’s a surfeit of data yet no set industry standards across Paid, Owned and Earned media on digital. Even if mar-keters were to embrace this medium by letting go of some of the conventional media channels, they are often unclear about what to measure in Digital.

In that light, the timing of this handbook is oppor-tune and the title says it all, where there are a lot of questions and much interest in the medium. The onus lies on the specialists to handhold marketers into this brave new world of marketing and this handbook will go a long way in addressing some frequent doubts and questions on the digital me-dium. Compliments to afaqs! Campus on rising to the need, and making the effort to bring the con-tent together from the esteemed practitioners of this art.

Shailendra Katyal

Director, MarketingLenovo India

vii

For marketers looking to use the web and related media like mobiles now, it has been a long and eventful journey over the past decade and more. From an object of curiosity a decade ago, the digital economy today is completely integrated with mainstream marketing in most cases, mak-ing a serious play for a share of budgets, be it for advertising, distribution or even direct sales. Even with this new acceptance, some challenges remain. Thanks to the rapidly changing landscape of offerings, metrics, ‘solutions’ and new entrants, it can be a truly challenging task for a marketer to stay on top of the medium and it’s many nu-ances. Also, as an ‘import’ straight from the Sili-con Valley, in terms of the technologies, some ideas, and definitely the jargon of the sector, I have always believed that a marketer needs all the help he can get to stay clued in to this evolv-ing medium. This book is a great beginning towards that end from afaqs! Campus, and I particularly appreciate the idea behind getting some of the leading professionals on the buy and sell side of digital media to field the most common questions marketers would have, before plunging in. I am sure this book will serve as a very useful guide for the digital marketer to better appreciate the possibilities that the medium offers today.

SanjeevBikhchandani

Founder,Naukri.com

Message

viii

There is ample research to indicate that digital and social channels are the fastest growing methods of customer interaction. About two out of three con-sumers start their research with a search engine, with social networks becoming a growing source of influence during the buying process. In this chang-ing scenario, successful marketers need to learn how to engage with customers and create value for stakeholders in a complex digital world. However, marketers have several doubts when it comes to dealing with the digital media.

The problem is simple the digital media universe is loaded with jargons, technicalities and complica-tions that are very different from the established norms of conventional media and marketing. There are many marketers, advertisers and plan-ners who don’t know how to begin understand-ing this universe. The Curious Digital Marketer, attempts to have answers to questions that arise amongst marketers every time they think of en-gagement in a digital media campaign.

The idea for the book emerged when we started speaking to digital media planners to understand the questions posed to them by clients and mar-keters. The response from these digital media ex-perts convinced the need for a book that would be of great value to anyone looking for a digital media marketing strategy. Once we started compiling the questions, we started consolidating and contextu-alising questions in a frequently asked question format for an easy read and understanding. From a bunch of 250 relevant questions, we zeroed in on 101 that could be clubbed and formulated across four sections; Display, Search, Facebook and Mo-bile Advertising.

Preface

ix

To have practical views, with examples and illus-trations wherever possible for every question, we engaged 17 experts in the digital media space to get the best response. We are excited to launch the first book, under afaqs! Campus, the knowledge and training arm of afaqs.com. Putting this book together has been a learning experience which I feel has opened my eyes on the possibilities that exists to be explored in the digital media space.

While every care has been taken to answer the most commonly asked questions, the list may not be comprehensive. Given the nature of the me-dium, there will always be scope for questions to evolve. To that effect this book is a living docu-ment, which will be updated as and when there are new things to be addressed in the digital media space. I would like to extend our special thanks to Unny Radhakrishnan (National Director - Digital, Maxus Global, WPP Group) and Preetham Venkky (Business Head, KRDS India) for their efforts in validating the factual information contained in this book.

Kapil OhriHead, afaqs! Campus

x

sec. 1: Digital Media Planning and Buying

1. What is an Ad impression? 3

2. What is CTR? 3

3. Can we plan for a four per cent CTR? 3

4. What is a Cookie? 3

5. Why do CTRs drop? 4

6. What is the difference between page views and impressions? 6

7. What are the different ways through which Ad inventory can be bought online? 6

8. How can a brand campaign be measured by calculating the effective Cost Per Click (eCPC) and effective Cost Per Mille (eCPM)? 10

9. When to use CPM, CPC and CPA to buy? 10

10. Isn’t CPC the best method to buy? Why should we pay for impressions when we can pay for clicks? 11

11. What is an Ad server? How is it helpful? 13

12. How is a third-party agency Ad server different from a publisher Ad server? 14

13. How reliable are third-party Ad server’s data? 14

14. What are Ad networks? 16

15. Why should I buy from the publisher directly, when the Ad network inventory is cheaper? 17

Table of Content

xi

afaqs! Campus is the knowledge and training arm of afaqs.com. We conduct various training programs covering areas like online marketing, social media marketing, mobile marketing, search engine marketing and analytics. Apart from digital marketing, we also impart training in areas of brand building, media and communication channel planning.

We bring in senior level industry experts as trainers for the programs. Special emphasis is laid on interactivity, personal attention and hands-on experience during programs. Latest case-studies are used to help participants understand the medium better.

Professionals from a number of organisations including The Times of India, Network18, CNN, BBC Worldwide, Zee TV, Tata Docomo, Idea Cellular, Aircel, DDB Mudra Group, Madison, McCann, Rediffusion Y&R, Tata Communications, Infosys, IBM, Honeywell, Max New York Life, Religare and IDBI have attended afaqs! Campus programs across Delhi, Mumbai, Bangalore and Chennai. B-School students from Faculty of Management Studies (University of Delhi), Fore School, University of Leeds have benifitted from our programs in the past.

Authored by 18 digital media industry professionals

MRP: ` 350afaqscampus.com

Authored by 18 digital media industry professionals

THE CURIOUS MARKETERDIGITAL

>

TH

E C

UR

IOU

S D

IGIT

AL

MA

RK

ET

ER

This is a one of its kind initiative by afaqs! Campus. This book will definitely help the industry, especially media planners, who will be able to relate to the ‘burning’ questions thrown at them by advertisers. This book will be a good start towards evangelising everyone in the industry and outside it on Digital Marketing. Advertisers, will also gain from this book that has answers to all their favourite questions on Digital Media. I congratulate the contributors of this book for this unique initiative.

RP Singh, vice president, Media, Neo@Ogilvy

It’s time to move from treating digital media as a specialist medium to embracing it as the new mass media. This book makes it easy by answering the most frequently asked questions posed to planners, advertisers, publishers and marketers. I recommend this book as a reference guide every time you have the slightest doubt on the role of the digital medium. Thumbs up to the afaqs! Campus team for a great job done.

Madan Sanglikar, chief executive officer, AD2C

Marketers have a lot of questions when they talk to digital media planners and buyers. This handbook covers more than 101 most commonly asked questions, responded to by the experts in the business.

CPM/CPC/CPAAd Network?How do I evaluate an

roadblock onCan we do a

Google.com

?

app campaignI want to do an for my . How to start?

TV campaign?Why to do video advertising on digital when I have a strong

BRAND PROMOTEHow does thet heapplication on the mobile?

measure GRPsHow do If or an online plan?

Facebook Facebook pageShould I advertise on or create a to engage with my audience?

sponsored stories Facebook ADS?How ared ifferent from

CPM/CPC/CPAWhen to use buys?digital campaignHow do i know what should be my budget for a

to be considered in arriving at this?for a particular campaign and what are some of the factors

budgetor what should be the ideal

best frequency capWhat is the

What is HTML 5?

What areand how can they be best utilized?

QR CODES

What is a

(DSP)?DEMAND-SIDE PLATFORM

What are mobile platforms?DIFFERENTWhat sort of targeting is possible on the mobile internet?

eCPC

, eCP

M