Session 5: EadvertisingSession 5: Eadvertising http://www.youtube.com/watch#!videos=hzNw3OXVrDM&v=5wx0GfbC0BA
http://www.youtube.com/watch#!v=yfHsMDo-N4E&feature=channel http://www.youtube.com/watch#!v=yfHsMDo-N4E&feature=channel http://www.youtube.com/watch#!v=ohfaO5wEA9g&feature=relatedhttp://www.youtube.com/watch#!v=ohfaO5wEA9g&feature=related
http://www.youtube.com/watch#!v=VSwWyNFjdXI&feature=related http://www.youtube.com/watch#!v=VSwWyNFjdXI&feature=related http://www.youtube.com/watch#!v=5rtiHiGmoxk&feature=related http://www.youtube.com/watch#!v=5rtiHiGmoxk&feature=related
http://www.youtube.com/watch#!v=G1TW5cCdSiY&feature=relatedhttp://www.youtube.com/watch#!v=fclYmVaORbM&feature=related
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Key TermsKey Terms Ad viewsAd views ButtonButton PagePage ClickClick CPMCPM Conversion rateConversion rate Hit Hit VisitVisit Unit VisitUnit Visit StickinessStickiness
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Email AdvertisingEmail Advertising Banner Swap and ExchangeBanner Swap and Exchange Pop up ad(ad spwaning)Pop up ad(ad spwaning) Pop under adPop under ad InterestitialsInterestitials Email AdvertisingEmail Advertising Search Engine AdvertisementsSearch Engine Advertisements Advertisement in chat roomsAdvertisement in chat rooms Permission advertisingPermission advertising
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Why Internet AdWhy Internet Ad Television : 36%Television : 36% Newspapers: 33%Newspapers: 33% Magazines: 13%Magazines: 13% Radio: 10%Radio: 10% Internet Advertising: 8%Internet Advertising: 8%
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Why Internet AdWhy Internet Ad Users spend more time on internetUsers spend more time on internet Heavy usage of internet enabled cell Heavy usage of internet enabled cell
phonesphones CostCost Richness of formatRichness of format PersonalizationPersonalization TimelinessTimeliness Location-basisLocation-basis Digital brandingDigital branding
Why Internet AdWhy Internet Ad
Works 24 hours a dayWorks 24 hours a day Offers 2 way communicationOffers 2 way communication Unlimited accessUnlimited access Interactive advertisingInteractive advertising Supports current marketing effortsSupports current marketing efforts
Current UsersCurrent Users As per a Lintas media As per a Lintas media
report, Internet advertising report, Internet advertising in India is Rs 215 crores ( a in India is Rs 215 crores ( a 43% Y-o-Y growth)43% Y-o-Y growth)* Possibility of the market * Possibility of the market growing to Rs 2500 crores growing to Rs 2500 crores by 2011by 2011* Current mobile * Current mobile advertising in India is Rs advertising in India is Rs 40 crores, expected to 40 crores, expected to grow to Rs 500 crores by grow to Rs 500 crores by 20112011
Technology UpdateTechnology Update(It took this many years to reach 50 million (It took this many years to reach 50 million
users)users)
Radio - 38 yearsRadio - 38 years Television - 13 yearsTelevision - 13 years Internet - 4 yearsInternet - 4 years
Why Do You Need Why Do You Need Promotion?Promotion?
Just because you build it, doesn’t Just because you build it, doesn’t mean they will come.mean they will come.
You are competing against not only You are competing against not only your market area, but the entire your market area, but the entire world.world.
Your current & future customers Your current & future customers need to be able to find you.need to be able to find you.
HOW?HOW?
List homepage List homepage address on all address on all current advertising.current advertising.
On all publicityOn all publicity• newslettersnewsletters• letterheadletterhead• business cardsbusiness cards• billing statementsbilling statements• fax cover sheetsfax cover sheets
Register with Register with search engines.search engines.
Link to other sites Link to other sites and your and your association sites.association sites.
Advertise on the Advertise on the web.web.
Link to?Link to?
Your trade associationsYour trade associations SuppliersSuppliers CustomersCustomers Complementary productsComplementary products
Advertising on the WebAdvertising on the Web
To build awarenessTo build awareness Develop prospectsDevelop prospects Meet customer Meet customer
needsneeds Generate ordersGenerate orders Build customer Build customer
relationsrelations Test marketTest market
Good Internet Advertising Good Internet Advertising Includes:Includes:
Clear message and identification on 1st Clear message and identification on 1st page.page.
Facilitates easy access to further Facilitates easy access to further information.information.
The advertisement downloads quickly.The advertisement downloads quickly. Provides the right information.Provides the right information.
• Product description, payment options, and Product description, payment options, and contact information.contact information.
Common Search EnginesCommon Search Engines ALTA VISTA
AOL SEARCH ASK JEEVES DOGPILE EBAY EXCITE GIGABLAST GOOGLE IWON JOEANT JOEANT LYCOS LYCOS MAMMA MAMMA MSN MSN NETSCAPE NETSCAPE OPEN DIRECTORY OPEN DIRECTORY WEBCRAWLER WEBCRAWLER WIKIPEDIA WIKIPEDIA YAHOO YAHOO
Advertising Expenditure by Type (2009)
Why is Internet Advertising still so small?Why is Internet Advertising still so small?
Myth #1:Internet Advertising Market is still small
because the number of users on Internet is <5% of population
Internet needs to monetize betterInternet needs to monetize better
0
10
20
30
40
50
2009 (MM Users)
English Newspapers Internet
0
1000
2000
3000
4000
5000
6000
7000
2009 (INR Crores)
English Newspapers Internet
No. of Users (MM) Ad Revenue (INR Crores)
•A leading auto manufacturer in India, stated that over 80% of their consumers & prospective consumers are online.
•Yet, less than 3% of their budget is invested online!
•What’s worse, that online budget is primarily to purchase leads @ INR 150 per Test Drive form filled up (for a 15Lac car) !
•A leading auto manufacturer in India, stated that over 80% of their consumers & prospective consumers are online.
•Yet, less than 3% of their budget is invested online!
•What’s worse, that online budget is primarily to purchase leads @ INR 150 per Test Drive form filled up (for a 15Lac car) !
Advertisers haven’t seen basic rationale for advertising online
Can we test the effectiveness of Radio medium with 5 lacs?
Can we put up 2 billboards in a city and test whether outdoor works or not?
Every medium needs a minimum threshold level before an advertiser can evaluate
•Publishers & Agencies must invest much higher quality resources to build powerful campaigns online.
•Advertisers must remunerate agencies in a fair manner to encourage such investments
Myth #5:Advertisers judge the effectiveness of advertising based primarily on data.
Internet has an advantage because it is a measurable medium
Does Internet Advertising Work?
• Can we prove it without any numbers?
• Can we recall any memorable online campaigns?
• Is there any consumer brand that is widely recognized as “built by the Internet medium”?
Sum UpSum Up
Internet Medium is large enough Internet Medium is large enough todaytoday
We must demonstrate the ability to We must demonstrate the ability to build brands online and not just build brands online and not just deliver clicks and leads, if the big deliver clicks and leads, if the big bucks have to come onlinebucks have to come online
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Interactive MediaInteractive Media
Communication systems that permit Communication systems that permit two-way communicationtwo-way communication
Believed to be the most persuasive Believed to be the most persuasive type of communication available to type of communication available to marketersmarketers
Not limited to the Internet – also Not limited to the Internet – also includes telephone and e-mailincludes telephone and e-mail
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Internet AdvertisingInternet Advertising
Primary PurposesPrimary Purposes Provide a brand Provide a brand
reminder messagereminder message Deliver Deliver
informational or informational or persuasive persuasive messagemessage
Drive trafficDrive traffic
Types of Internet Types of Internet AdsAds
Banner adsBanner ads SkyscrapersSkyscrapers Pop-ups/Pop-behindsPop-ups/Pop-behinds MinisitesMinisites SuperstitialsSuperstitials Rich mediaRich media Streaming videoStreaming video
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The InternetThe Internet
The Internet The Internet AudienceAudience
The Internet is the The Internet is the leading tool for leading tool for information information searching by all searching by all agesages
Teens spend more Teens spend more time online than any time online than any other age groupother age group
Measuring Measuring AudiencesAudiences
HitsHits• The number of The number of
times a particular times a particular site is visitedsite is visited
Click-throughClick-through• The number of The number of
people who click on people who click on a banner ada banner ad
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Internet AdvertisingInternet Advertising
AdvantagesAdvantages Relatively Relatively
inexpensiveinexpensive Can also deliver Can also deliver
businessbusiness Advertisers can Advertisers can
customize and customize and personalize personalize messagesmessages
Can provide sales Can provide sales leads or actual salesleads or actual sales
DisadvantagesDisadvantages Inability of experts Inability of experts
to consistently to consistently produce effective produce effective ads and to ads and to measure their measure their effectivenesseffectiveness
Clutter may even Clutter may even be worse than in be worse than in other mediaother media
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The Web in International The Web in International AdvertisingAdvertising
Not everyone around the globe has Not everyone around the globe has the access or ability to use the the access or ability to use the InternetInternet
Advertising and sales promotion laws Advertising and sales promotion laws differ from country to countrydiffer from country to country
Language barriersLanguage barriers Exchange ratesExchange rates Technological differences among Technological differences among
worldwide Internet audiencesworldwide Internet audiences
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E-Mail AdvertisingE-Mail Advertising
SpamSpam• Unsolicited Unsolicited
messages sent to e-messages sent to e-mail in-boxesmail in-boxes
Opt-inOpt-in• Bulk e-mailers have Bulk e-mailers have
to get permission to to get permission to sendsend
Opt-outOpt-out• E-mailers have to E-mailers have to
have an option to have an option to say no to further e-say no to further e-mailsmails
Viral MarketingViral Marketing• Uses e-mail to Uses e-mail to
circulate a message circulate a message among family and among family and friendsfriends
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Alternative and New MediaAlternative and New Media
AdvertainmentAdvertainment When companies When companies
integrate brands into integrate brands into the content of showsthe content of shows
Also called branded Also called branded entertainmententertainment
Situational adsSituational ads• Harder for the viewer Harder for the viewer
to dismiss as ads to dismiss as ads • Product is a character Product is a character
in the programin the program
New Internet New Internet PracticesPractices
Brand experiences on Brand experiences on the Webthe Web• Companies making Companies making
their Web sites more their Web sites more engaging and engaging and entertainingentertaining
WebisodesWebisodes• Recurring episodes in a Recurring episodes in a
developing storydeveloping story• Blends advertising and Blends advertising and
entertainment to entertainment to attract audiencesattract audiences
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Alternative and New MediaAlternative and New Media
Video GamesVideo Games Opportunities to Opportunities to
create online games create online games as well as place as well as place products within video products within video gamesgames
Planners and buyers Planners and buyers are asking for are asking for standardized standardized independent data that independent data that prove effectivenessprove effectiveness
Wireless Wireless CommunicationCommunication
Links the common Links the common phone to a phone to a computercomputer
The most The most important change important change in communication in communication systems in the new systems in the new millenniummillennium
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Alternative and New MediaAlternative and New Media
Nonelectronic New Nonelectronic New MediaMedia
Ads appearing in Ads appearing in unexpected new unexpected new placesplaces
Guerrilla MarketingGuerrilla Marketing Unconventional Unconventional
marketing marketing communication communication activitiesactivities
Intended to get a Intended to get a buzz on a limited buzz on a limited budgetbudget
Please Call Mobile Please Call Mobile Anything Except NEW Anything Except NEW
MEDIAMEDIA
移动 移动 الجوالالجوال मो�बा�इलमो�बा�इल mobilnímobilní
ΚινητόΚινητό סלולריסלולרי モバイル モバイル 모바일 모바일 мобільниймобільний
NEW MEDIA is a 4 letter wordNEW MEDIA is a 4 letter word Internet was LABLED new media 10 Internet was LABLED new media 10
years ago & see where that got it!years ago & see where that got it!
Active Users Active Users : 47 million: 47 million Average Cost Per Thousand Average Cost Per Thousand : Rs 150: Rs 150 Total Internet Advertising Total Internet Advertising : 600 cr: 600 cr
Times of India NewspaperTimes of India Newspaper Total ReadershipTotal Readership : 6.7 million: 6.7 million Average Cost Per Thousand Average Cost Per Thousand : Rs 289: Rs 289 Total AdvertisingTotal Advertising : Rs XYZ : Rs XYZ (definitely more than online (definitely more than online
industry) industry)
Can we call it just Can we call it just MEDIA?MEDIA?
移动 移动 الجوالالجوال मो�बा�इलमो�बा�इल mobilnímobilní
ΚινητόΚινητό סלולריסלולרי モバイル モバイル 모바일 모바일 мобільниймобільний
Mobile is a complex Mobile is a complex ecosystemecosystem
The operators sits on the most valuable and granular The operators sits on the most valuable and granular User DataUser Data
• Focus on VAS ie. Ring back tunes, caller tunes, game Focus on VAS ie. Ring back tunes, caller tunes, game downloads downloads
• Advertising potential not strong enough to excite operatorsAdvertising potential not strong enough to excite operators
The device manufacturerThe device manufacturer
• Increasingly open to bundle Applications / Games onto the Increasingly open to bundle Applications / Games onto the handsethandset
• Tough to gauge LTV of such an initiativeTough to gauge LTV of such an initiative
Did we forget the Customer?Did we forget the Customer? The Customer has found the ultimate Swiss The Customer has found the ultimate Swiss
KnifeKnife
• Watch + Alarm clockWatch + Alarm clock• Portable Media PlayerPortable Media Player• Internet BrowserInternet Browser• Ticket substituteTicket substitute• Gaming deviceGaming device• Search deviceSearch device• Camera + Photo albumCamera + Photo album• Pen drivePen drive• GPS + MapGPS + Map• Cricket / Stock UpdatesCricket / Stock Updates
Leveraging the Swiss Leveraging the Swiss Knife for MarketingKnife for Marketing
移动 移动 الجوالالجوال मो�बा�इलमो�बा�इल mobilnímobilní
ΚινητόΚινητό סלולריסלולרי モバイル モバイル 모바일 모바일 мобільниймобільний
SMSSMS
Huge volume of SMS Alert Footer Huge volume of SMS Alert Footer inventory is availableinventory is available
Supply outstrips demandSupply outstrips demand
Typical ProposalsTypical Proposals
Take part in a short quiz for a chance to win a scholarship for your child. Reply YES
Q1. What is the current cost of college education Reply EDU <cost>
Q2. How many years before your child goes to college Reply TIME <years>
Q3. What is the average cost of an MBA today Reply MBA <cost>
Q4. What is the best city for higher education in India Reply CITY <name>
Thank you for participating. To allow a manager to speak to you Reply OK
Common Sense SMS MarketingCommon Sense SMS Marketing
User customized SMS Chasers based on User customized SMS Chasers based on details in the SMS alertdetails in the SMS alert
Account Bal in A/c xxxxx137 is Rs 100,000 on 8th Oct 2008
SMS Alert
Best interest rates on FD 10.5 % for 400 days. For more details visit nearest branch
SMS Chaser
Mobile InternetMobile Internet
Over 2 billion monthly Banner impressions available Over 2 billion monthly Banner impressions available Think as Online with greater focus on customer Think as Online with greater focus on customer
relevancerelevance Keep focus on smaller formats & crisp messagingKeep focus on smaller formats & crisp messaging
Crystal gazing – mobiles will have browsers Crystal gazing – mobiles will have browsers rendering normal web HTML pagesrendering normal web HTML pages
Google Mobile SearchGoogle Mobile Search
Specify where to direct user traffic:
•Mobile Site (CLICK)
•Call Center Number (CALL)
•Both
•Mobile Site (CLICK)
•Call Center Number (CALL)
•Both
[Ad] Home Finance – Approved Projects – XYZbank.com – Call: 080-123-2431
Generate Calls to Client Call Center Via
Advertising On Google Mobile
Reaching HNI / Business UsersReaching HNI / Business Users
Surrogate TargetingSurrogate Targeting Handset model targeting on WAP Handset model targeting on WAP
BannersBanners
• Business UsersBusiness Users• Blackberry / E Series NokiaBlackberry / E Series Nokia
Cost Per Click pricingCost Per Click pricing
Applications – Mature in 2011Applications – Mature in 2011
Marketer applicationsMarketer applications• Store LocatorsStore Locators• CataloguesCatalogues• Mobile GamesMobile Games
It will take 3G rollout for this space to It will take 3G rollout for this space to mature outmature out
Mobile AdvergamingMobile Advergaming
Mobile game Mobile game created for Colgate created for Colgate MaxFreshMaxFresh
Promoted through Promoted through website and WAP website and WAP campaign.campaign.
Promoted both Promoted both online and through online and through SMS pushSMS push
How LOUD will Voice get?How LOUD will Voice get?
Voice is currently the most underutilized for Voice is currently the most underutilized for Mobile MarketingMobile Marketing
IVR – yet to be monetizedIVR – yet to be monetized Click2Call- suits our call center cultureClick2Call- suits our call center culture
• Tech glitches will iron themselves outTech glitches will iron themselves out Players like Just-dialPlayers like Just-dial
• (IVR+ Listings+ SMS)(IVR+ Listings+ SMS)
Model not evolved significantly even GloballyModel not evolved significantly even Globally
Some Quasi Mobile Options Some Quasi Mobile Options Already MatureAlready Mature
SMS as a response mechanism as SMS as a response mechanism as mature as Toll Free usagemature as Toll Free usage
CRM system alerts for customers eg. CRM system alerts for customers eg. Premium Due / Flight StatusPremium Due / Flight Status
SMS Short Code, Coupons & Loyalty SMS Short Code, Coupons & Loyalty points on Packaged Goods (about points on Packaged Goods (about halfway there)halfway there)
Parting ThoughtsParting Thoughts
The question is not The question is not “if” “if” but but “when”“when” Mobile Mobile will become the most important vehicle will become the most important vehicle
in your media mixin your media mix
in marketing we talk about offering a "value proposition" on mobile we need to start thinking about the
"value obligation."
You are on my phone. Tell me why.