online advertising word document

TOPICS

SL.NO TOPICS PAGE.NO1. INTRODUCTION & MEANING 3-42. ADVANTAGES AND DISADVANTAGES OF

ONLINE ADVERTISING5-10

3 TYPES OF ONLINE ADVERTISING WITH EXAMPLES

11-14

4. HOW TO DEVELOP GOOD ONLINE ADVERTISEMENT

15-17

5. ONLINE ADVERTISING IN INDIA, OVERVEIW AND STATISTICS

18-24

6. ONLINE ADVERTISMENT AGENCIES IN INDIA

25-30

7. AD SPECIFICATIONS WITH CONTEXT TO REDIFF

31-34

8. COST ASCERTAINMENT IN ONLINE ADVERTISING

35-38

9. IMPORTANT TERMINOLOGIES 39-4310. BIBLIOGRAPHY 4411. A SURVEY BY JUST CONXULT -

[ONLINE ADVERTISING IN INDIA]

INTRODUCTION TO ONLINE ADVERTISING

Online advertisement

Online advertising is a form of advertising that uses the Internet and World

Wide Web in order to deliver marketing messages and attract customers. Online

advertising is a form of promotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers.

Examples of online advertising include contextual ads on search engine results

pages, banner ads, Rich Media Ads, Social network advertising, online classified

advertising, advertising networks and e-mail marketing, including e-mail spam

Today all the companies in India and corporate in India have products or

services to sell and they are advertising them via T.V, newspapers, brochures,

magazines, radio etc. But its time to take the promotions online is a effective way

of advertising that uses the power of Internet and World Wide Web in order to

deliver marketing messages and attract customers. Different examples of include

contextual ads on search engine results pages, banner ads, advertising networks

and e-mail marketing, including e-mail spam and newsletters..

Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the

viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website,


or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to

business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial


Advantages & Disadvantages of Online

Advertising:

Online Advertising offers several advantages over

traditional means of advertising. The advantages offered by

online advertising are as follows:

1. Traceability:

Online is different because we can know which ads work

and which do not, because we can track them. This gives online

the advantage over traditional advertising every time. We can

test our advertising ideas and only roll out the successful ones,

leading to far higher returns on investment than can be achieved

by lucky guesses.

2. Internet adverting enables good conversion tracking:

It's impossible to get a good idea of how many people see

advertising through traditional means. Tracking the reach of

newspaper and television advertisements is difficult. With the

help of impressions, clicks, and conversions, advertisers can

easily judge the effectiveness of the messages in their ads.

3. Targeting:

Online advertising can trump traditional media because

online ads can be targeted. Why show the same advertisement to


a 20 year old and a 60 year old viewer? The web allows us to

deliver bespoke advertising to clients. Your website can be used

to target messages that are tuned to the wants and needs of

particular clients.

You can target your audience effectively. The trick is to

place your ad where the right customers can see it. Think like

one of your own customers by trying to imagine which sites

they're likely to visit. Those sites are where to place your ad.

4. Internet advertising is huge:

With the growth of information on the internet, the

amount of time people spend on it has also grown, which has in

turn generated a new market for internet advertising. Some of

the wealthiest companies in the world have made sure that they

get a piece of the internet marketing pie, and for a good reason.

5. Internet advertising has a lower entry-level fees:

If you have a limited budget, internet advertising can be

much more in reach than traditional methods. A small yellow-

page ad can cost several thousand rupees. However, you can bid

for advertisements on Google and Overture on a performance

basis. That means that you only get charged when visitors click

on the advertisement.


6. Internet advertising can be much cheaper:

Because of the targeted nature of internet advertising

and the ability to track the effectiveness of ads, conversion rates

from internet advertising is typically much better than traditional

mediums.

In comparison to traditional forms of advertising, online

advertising is cheaper. Often, advertisers are charged only when

visitors click on their ads.

The ad campaign is less expensive because you don't have the

costs associated with reprinting and redistribution (as you do in a more traditional

campaign), the overall expense of a change is decreased.

7. Internet advertising has greater range:

The Internet enables extensive coverage, as it has the capacity to

reach global audiences at a rapid rate.

8. Budget:

A global reach is within everyone's budget once they

invest a little time and effort in online marketing. With tools such

as ad words a small business with just one or two employees can

create and manage marketing campaigns that are seen on the

other side of the world.

9. The presentation to the market:


If your product / service are aimed at the younger

generation or the corporate world, Internet advertisements

would be best because they are already hooked into the net,

surfing websites.

10. Relatively trouble-free:

Everything you really need is a PC, some knowledge and

ideas for designing your site, then search for the best Internet ad

package for your advertising needs and budgets, choose from a

variety of advertisement ways like Banner Ads, text ads, etc. All

from the comfort of your home.

11. Update ads:

Unlike TV commercials, which must be periodically

updated, your Internet ads could go for some time without

change. If they need updating, the amendment of the site or your

ad is usually a very simple matter that can be done quickly and

easily. You can change your online ad much more easily than you

can change ads in other media.

When you need to alter your online ad, no printing or

taping is required. Just change the HTML that created the online

ad and you're done in a matter of minutes.

12. You can easily test the market:


If you create a brochure, you have to print and distribute

it before finding out whether your campaign is effective.

Response (or lack of response) on the Internet is lightning fast.

You can also add a counter to your company's Web site to see

how many people visit your site.

13. The ad works 24 hours a day, 7 days a week, 365 days a

year:

It's always nice to know your advertising is working for

you around the clock and around the world, so that your

customers can view it at their convenience rather than any

specific time.

14. Direct Response:

The biggest strength of online advertising is the direct

response that it offers to both customers and advertisers.

Audiences are just one click away from the advertisers, creating

a unique opportunity for advertisers to engage in two-way

communication with buyers.

15. Your customers can see your ad, shop, and buy, (if you

sell your goods online) all without leaving home: It's hard to

beat that sort of convenience.

Disadvantages of Online Advertising:

1: Scope:


It is a "limited" market that can be conquered, if you only

use the Internet for advertising display. While more and more

people every day are now into the use of technology and surfing

the World Wide Web there are quite a few of the average

consumers out there that are still on the older forms of

advertising as a means to gather information on certain products

and services. Fortunately for us Internet advertisers that are

changing quickly in our favor and this will soon no longer be an

issue.

2: Additional costs:

If you decide to rent the help of a professional, a

freelancer or a company for the production of your site and /or

advertising for your product or service, of course it costs more

than if you did it yourself. While the costs can advance an initial

disadvantage, the results in the long term may in fact be very

beneficial if you have the right people to work with.

3: It's too measurable:

You can gather more statistics than a baseball team.

Worse, some of the click-through rates are low - often 1 or 2

percent or even less. That means hardly anyone who sees your

ad clicks on it and visits your Web site - or buys your product.

Online advertising is still in its infancy.

4: Customers are experiencing advertising overload:


One problem with online ads is the incredible amount of

clutter on most Web pages. Every advertiser wants consumer

attention, but readers simply have too much information to

digest. Often, they choose to ignore ads - and that is what leads

to low rates of return.

Even with its disadvantages, the Internet is turning into a

tool that surpasses the wildest dreams of ad execs. The radio

took 38 years to reach 50 million users. Television took 13 years

to reach 50 million viewers. And the Internet took just 5 years to

reach the same number of users - a stupendous achievement.

TYPES OF ONLINE ADVERTISING

Web Advantage assesses a wide variety of online advertising and targeting

methods to ensure the most effective and cost-efficient media buys for your

campaign goals.


AD FORMATS

TEXT ADS: Advertisements displayed as simple, text-based hyperlinks are

known as Text Ads. As their name suggests, text ads they do not include

graphic images. Text ads are sold on non-search websites and can be served

either by individual websites, or a publisher’s own ad servers.

DISPLAY ADS: Graphical advertisements featured on websites are known

as Display Ads. Display ads are often available in many standard shapes and

sizes, including: banners, leader boards, skyscrapers, large boxes, and other

sized graphical ads. Display ads use eye-catching visuals to quickly grab

catch the attention of website visitors browsing the pages on which they are

featured. Display ads are sold on non-search websites and can be served

either by individual websites, or a publisher’s own ad servers.

POP-UP ADS : Advertisements that appear to “pop up” in a new window as

users browse a website are known as Pop-Up Ads. Hover ads, floating ads

and slide-in ads ads are all considered pop-up ads. (Sometimes these ads are

also known as Pop-Under Ads, depending on whether they are displayed

over or underneath the current web content being browsed.) The use of Flash

and DHTML ads has risen in recent years in an effort to counter the

increased usage of pop-up blockers.

FLASH / DHTML ADS: These kinds of ads incorporate Flash animation or

other motion graphics. Ads may be animated display ads in more traditional

shapes and sizes, or, as of late, they can be sophisticated ads that function

similarly to pop-up ads but with much deeper integration into the overall

design of the site.

INTERSTITIAL ADS: Interstitial ads appear between web pages that the

user requests. For example, an interstitial ad may appear after you click on a


link in an excerpt to view the full content of news story. Because interstitial

ads load in the background and do not interrupt the users immediate

browsing experience, they are a preferred method of delivering ads with rich

media, streaming video, and/or large graphics.

VIDEO ADS: With the popularity of online video watching, video ads have

become a viable means of distributing rich advertising content. Currently

video ads can either be content created entirely by the advertiser, or “in

video” ads that will show your ad within a video. Major search properties

like Google (through You Tube), MSN, Yahoo, and AOL all offer

advertising on their video websites.

EMAIL ADS (CLASSIFIED ADS & NEWSLETTER ADVERTISING):

Ads that are distributed by a publisher through email blasts to opt-in

audiences are known as email ads. Advertisers can individually sponsor a

publisher’s email newsletter or they can purchase classified ad space.

ON-SITE SPONSORSHIPS: On-Site sponsorships are ads (typically just a

company’s logo) that can be bought on individual websites. Sponsorship ads

typically appear in an area on the website reserved for sponsors and often

noted as such.

ADVERTORIALS: Advertisements in editorial form that appear to contain

objectively-written opinions are known as paid editorial ads, or

“Advertorials”. Online advertorials are typically featured on publisher’s

websites and promote products and services related to the website’s content.

Some ad networks will develop, optimize, and write you’re advertorial and

place it on their ad network.


TARGETING METHODS

CONTEXTUAL TARGETING: When ads are served based on related

content a user is currently reading or browsing online, it is known as

contextual targeting. For example, if you are reading an article on a

news website about sports, you may see contextual ads for sports

gear, memorabilia, or game tickets. Contextual ads are purchased

through major search properties like Google, Yahoo, MSN, and

through many other contextual ad networks. Ad relevancy is typically

determined by algorithms that will assess the appropriateness of the

ad in relation to the displayed content.

BEHAVIORAL TARGETING: When ads are served based on user

behavior, it is known as behavioral targeting. Behavioral targeting is

based on a variety of online factors such as recent online purchases,

searches, and browsing history, as well as demographic details such

age or gender. For example, if you recently visited a real estate

website, you may see behavioral ads selling mortgages.

GEO-TARGETING / LOCAL ADVERTISING: When ads are served

based on a user’s geographical location, it is known as geo-targeting.

For advertisers interested in targeting users within a specific locality

or region, geo-targeted online advertising is an effective solution. An

increasing number of websites now offer geo-targeting capabilities.

Local advertising also includes network buys through radio, television

and newspaper websites, as well as localized search engines and

directories such as Yahoo! Local, Google Local, and AOL City Guide.


How to Incorporate Online Advertising Campaigns in Your Marketing Program


Internet marketing isn’t just for consumer marketers or large B2B firms –

it’s a powerful vehicle for companies of all sizes.

Online advertising offers B2B marketers an opportunity to reach very broad

or very targeted prospects to generate leads, communicate a message and raise

visibility. In the Marketing M.O., the term “online advertising” refers to three

general types of campaigns:

Banner ad campaigns on B2B websites

Ads or sponsored content on targeted email newsletters

Affiliate programs that enable other companies to put your ads on their

sites in return for commission on clicks or sales

While a B2B marketer has a smaller universe of prospects than a consumer

marketer, the value of each prospect is typically far greater. With a targeted

campaign and a good offer, you may only need to generate a handful of highly

qualified prospects to generate substantial revenue.

HOW TO DEVELOP A GOOD ONLINE ADVERTISMENT

Before you launch an online campaign, it’s important to have a good website that

can measure your traffic and convert visitors to prospects or customers. It’s also


helpful to address your online campaigns in your annual marketing plan and

budget

Develop a tangible goal:

For example, determine how many click-throughs or leads you need to

generate, then estimate your response rates to figure out how many impressions

you’ll need. Make sure you know how you’ll measure your campaign as well.

Target your audience:

Profile and target your audience. You can reach a large audience with your

ad, but that doesn’t mean you should – narrow targeting means you can speak

more directly to their needs.

Create a good offer and compelling call-to-action:

Your ad needs to generate interest and get people to click through to your

website to learn more – give them a reason, a benefit. Keep your message simple

and clear.

Focus on conversion:


When you run a great ad, continue the message and momentum on your

website. Don’t drive prospects to your home page; instead, create unique landing

pages that focus on the topic you used to generate their interest. Focus and sell!

Continually test, refine and improve:

It’s easy and inexpensive to test your online campaigns. You can test the

offer, the design of your ad, the size and location of the ad, or the sites you

choose. Start with the element that’s most important – for example, the offer –

and create two versions of the ad. Then run them against each other to see which

performs best.

When you keep testing in this way, you can greatly increase your response over

time – and that can mean a substantial increase in the number of qualified leads

and new customers you generate.


ONLINE ADVERTISING IN INDIA, OVERVEIW AND

STATISTICS

Advertising in India can easily handle your advertising needs. You may need to

design an ad for your business, looking for placing a matrimonial advertisement or

perhaps you want to publish an advertisement in newspaper for job recruitment.

One major benefit of online advertising is the immediate publishing of information

and content that is not limited by geography or time. To that end, the emerging

area of interactive advertising presents fresh challenges for advertisers who have

hitherto adopted an interruptive strategy.

Another benefit is the efficiency of advertiser's investment. Online advertising

allows for the customization of advertisements, including content and posted

websites. For example, AdWords and AdSense enable ads shown on relevant web

pages or aside of search results of pre-chosen keywords. Another is the payment

method. Whatever purchasing variation is selected, the payment is usually relative

with audiences' response.

Objectives

There must be clear objectives for online e advertising. Advertising may have

many purposes, so identify a specific objective for a specific online advertising.

Advertising may be designed to do the following:

raise awareness of the company, product, or service within a clearly

identified target market

communicate the benefits of the product or service


generate leads for the sales force

solicit customers through a direct response campaign

persuade prospective customers to switch brands

support a marketing event, such as a sale or an exhibition

inform customers where to obtain the product

build confidence in your organization

Again, there should be clear in advance how much is dependent on advertising and

how much is dependent on other aspects of your marketing effort, such as the sales

force.

Raise Awareness

Awareness advertising can be used if your company is entering new markets in

which you do not have an established reputation, if you are launching new

products which appeal to specific sectors of your market, or if research shows that

customers and prospects are not aware of the full extent of your products and

services.

For example, to raise awareness of its new range, one company advertised in

special interest consumer magazines designed for its target audience.

Advertisements included the telephone number of an information line. Editorial

articles in the same group of publications backed up the advertising by providing

more detailed information for consumers.

Awareness on its own will not sell products, however; if this is your objective, you

must integrate your campaign with other elements of your marketing. Likewise,


awareness among the general public is very different from awareness in a small,

specialized market, so you should be clear about whom you are trying to reach.

Communicate Benefits

Product advertising should focus on solving the needs of your customers;

consequently, your advertising should stress the product’s benefits. This type of

advertising is important when research shows low awareness of product benefits, if

your products have recently been improved, or if you need to counter competitors

who have introduced products with similar or better benefits.

For example, if research shows that your company’s products are perceived as old-

fashioned or poor value for the money, you need to take action to communicate the

real benefits of your products. The phrase “perception is reality” definitely applies

in advertising.

Generate Leads

The purpose of some types of advertising is to provide leads that can be followed

up by a field sales force or telemarketing team. Sometimes, customers or prospects

have a complex decision- making structure and you cannot identify the decision

makers. Advertising that generates inquiries can identify the right people and open

the door for the sales team. It can also be used to identify prospects in new market

sectors in which you do not have an established customer base. Finally, this type of

campaign can generate leads for agents, distributors, or retailers who handle your

local marketing.


Solicit Customers through Direct Response

Direct response advertising is the most measurable form of advertising and

provides a direct return in terms of incremental sales. In an increasing number of

markets, customers prefer the convenience of buying direct, and you have to

decide whether it is appropriate to bypass your existing distribution channels.

In the personal computer market, for example, products have become increasingly

regarded as commodities, and the resulting price competition put pressure on

margins. Manufacturers found that businesses and individuals were willing to buy

personal computers “off the page” or via the Internet. The result was a

considerable growth in the level of direct sales, and manufacturers could reduce

prices by avoiding the cost of selling through retail outlets.

Encourage Brand Switching

Advertising can play an important role in winning new customers as it encourages

them to switch brands. It helps you to increase market share or maintain share

against competitive actions and is also important if you are introducing new

products that offer greater benefits than those of your competitors.

Support a Marketing Event

This type of advertising helps to build traffic for your special event and insures that

the event attracts the right prospects. For example, a company that sponsors senior

executive seminars as a way of building its credibility could run advertisements in

the business press to promote such a seminar.


Inform Customers Where to Obtain the Product

Advertising can help to drive business to retail outlets and can improve the

performance of your distribution network by showing the range of services

available from the outlets. It can also counter competitive action, if, for example,

customers are using other distributors to obtain spare parts and service. In this case,

advertising should show locations of retail outlets and explain why the authorized

distributor should be the first choice for customers.

Build Customer Confidence

Capability advertising or corporate advertising is sometimes dismissed because it

is difficult to measure, but it is important to use when a company has been

undergoing significant change or is entering new markets. It also provides support

when a company is trying to win key account business or if competitors are

targeting your important current customers.

Benefits of Indian Companies

If you listen to the sceptics, you’d think there is no point to online advertising. But

visit online magazines and portals worldwide, and you’ll see the ads of some of

the most successful companies in India.

Because of the lack of such information, many advertisers were faced with a

difficulty in allocating budgets for online advertising. The use of online

advertisements in terms of time bands and space bands rather than the pay-per-

click form was a new idea in the advertisement industry world over. The success of


this concept in India would help MSN decide if it could replicate this across other

countries.

Online advertising is proving to be the most powerful and cost-effective tool to

drive traffic to your web site.Online advertising provides maximum exposure to

your products than any other form of advertising. If your business caters mainly

to the online clients or you own a web site then it become very important to

focus on online advertising as this will increase the traffic on your web site.

There are online advertising companies that market various tools such as pop-up

ads, banner ads, traffic exchanges etc, With the advent of heavy competition in

various businesses, online advertising has become a necessity.

You can achieve very good exposure of your website through Online advertising.

The very effective tools are SEO (search engine optimization), classified

advertisements, viral marketing, classified ads, email marketing and many more

free and paid forms of advertising.


Internet Usage and Population Statistics:

YEAR Users Population % Pen. Usage Source

1998 1400000 1,094,870,677

0.1 % ITU

1999 2,800,000 1,094,870,677

0.3 % ITU

2000 5,500,000 1,094,870,677

0.5 % ITU

2001 7,000,000 1,094,870,677

0.7 % ITU

2002 16,500,000 1,094,870,677

1.6 % ITU

2003 22,500,000 1,094,870,677

2.1 % ITU

2004 39,200,000 1,094,870,677

3.6 % C.I. Almanac

2005 50,600,000 1,112,225,812

4.5 % C.I. Almanac


2006 40,000,000 1,112,225,812

3.6 % Iamai

2007 42,000,000 1,129,667,528

3.7 % AWS

Source:http://www.internetworldstats.com/asia/in.htm

Indian online advertising Agencies

Online advertising is steadily robbing the market share from traditional media

advertising. Given the potential of growth and increasing Internet penetration in

India, online advertising is set to explode in coming years. The 38.5 million Indian

Internet users, according to an IAMAI study, have become the prime target for

numerous advertisers clouding the web.

To cash in on this growth, number of online ad networks have come up in India in

last few years. Here is an overview of current pool of online ad networks in India.

Komli: is a leading online ad network in India offering tools to Publishers to help

them manage, optimise, and make the most of their online advertising. On the

other hand, advertisers have access to millions of clients worldwide in order to

increase their consumer commitment, brand recognition, leads, and sales. They


offer different options such as CPM and performance based CPC and CPA

marketing.

Solutions to both publishers and advertisers include Komli premium network and

Komli performance network. Komli premium network offers publishers tons of

advertising formats using the newest web technologies, as well as many top

brands, and provides advertisers with rich, targeted ways to connect with

consumers.

Komli last year got $7 million funding from 3 VCs namely Nexus India Capital

along with Draper Fisher Jurvetson and Helion Ventures.

Pubmatic: Although branded separately, Pubmatic is service

offered Komli. Simply put, Pubmatic is a ad network aggregator that helps

publisher to maximize the revenue that you can earn from your web site , and it

reduces the complexity of managing multiple ad network relationships.

Pubmatic optimises the Ads for publishers by offering the ad real estate to the

network that maximizes your earning opportunities.


Tyroo: Tyroo is an India based online advertising network that uses proprietary

targeting technology to ensure advertisers reach out to the right websites from its

inventory of publishers.

Internet company Yahoo picked up at least 35% stake in Tyroo for an undisclosed

amount in July 2007. Incubated by Delhi-based digital media company Smile

Interactive Technologies Group, Tyroo was voted as one of the 10 most interesting

startups by Business daily Mint, a part of the HT Media group.

Recently Tyroo claimed to reach 2.5 billion Ad impressions a month. According to

Tyroo, its 2500 strong publisher network includes Perfspot, Facebook, About.com,

SantaBanta, Smashits, Yatra, and OneIndia. The company counts Microsoft,

General Motors, Pepsi, ICICI and Yahoo amongst its advertisers.

dgm India: dgm India claims to be the largest performance based affiliate ad

network in the country. dgm India is a wholly owned subsidiary of Deal Group

Media.

dgm India offers to its advertisers affiliate program to develop a virtual sales force

using one of their turnkey affiliate marketing products, whereby advertisers

promote their products via relevant and top performing affiliates /publishers.

For publishers, DGM India will optimize their online inventory, monitor and

evaluate performance and provide with attractive deals from all the advertisers.


Ozone Media: Ozone Media is another online Ad network in India. Even though

they are one of the early entrants in this business, I am not sure how they are

positioned currently. Not much information is available on their site other than that

they use Accipiter’s AdManager with geo-targeting features which helps to target

campaigns to different countries and audiences.

I am really surprised that being into online advertising space they themselves do

not have much to show on their website.

PayPod: PayPod is an online ad network specifically tailored to help advertising

agencies take advantage of the digital medium. Targeted at the advertising and

publishing industry in India, PayPod’s Digital Advertising Network solution helps

deliver ads on the Internet based on geography, context, content, gender and age

group relevant to specific requirement and target audience.

Along with online Internet advertising, PayPod has also launched mobile

advertising solutions for publishers in India.


IndiAds: IndiAds is the leading Internet advertising network for the Indian and

South Asian online community. They claim to deliver 800 million ads per month to

Indians and South-Asians living in North America, Europe and Asia.

IndiAds offers ad serving services for websites with traffic over 20,000,000

pageviews per month. With ability to precisely target ads to any geographic

location, with greater flexibility in campaign settings, publishers are able to acquire

new advertisers and provide better results for their existing clients.

Sulekha ad network: Sulekha is another Indian ad network claiming to be India’s

No.1 Ad network reaching 2 million unique visitors a month and 10% of online

global Indians.

Sulekha Ad Network has a network of 600+ websites serving Indians and NRIs.

Sulekha Ad Network influences consumer behaviour and lead to brand awareness,

lead generation and online sales by leveraging the LARGEST ad network serving

NRIs and Indians.


AdsforIndians: AdsforIndians also claims that it is the largest Indian Ad network

and came into existence in 2004.

It also claims to be the only Indian ad network, which has the advanced technology

to syndicate the text ads with pictures as well as banner ads. Ads placed on

AdsforIndians are published on all their participating partner sites worldwide. Ads

can be geo-targeted to specific countries and ad channels to reach the targeted

visitors relevant to your Advertisement.

Google ad sense: Although not Indian, it is the most popular Ad network not only

in India but worldwide. More than 5 publishers mentioned above claim to be the

largest Ad network in India. I wonder how that can be with more than 75% market

share is with Google alone!

Other advertising agencies are,

REDPEPPER ADVERTISING: Situated in Delhi Redpepper Advertising

Agency is among the established advertising agencies in Delhi with several years

of experience in offering a comprehensive array of world class advertising services

in Delhi. We are among the renowned advertising agencies in Delhi with

specialization in the domains of full-service advertising and marketing

communication.


It offer integrated advertising services which include Print Advertising,

Graphic Design Advertising, Corporate Identity, Online advertising, and Brand

Promotion in Delhi. It also provide Photographic Advertising, FM Radio

Advertising, Brochure Design Services and Exhibition Stalls as well as Public

Relations.

MSN INDIA:

MSN India had already received advertisements from brands like Windows media

center, Sahara, Reid & Taylor, Punjab National Bank, GE country wide, India

Today, and Alliance Insurance. MSN India hoped to have in its fold at least 500

advertisements by the end of 2006.

AD SPECIFICATION’S

Ad specifications mean advertisement specification. This means the way

one wants to place the advertisement online in the websites. The ad

specifications vary from website to website, some have very less ad specifications

where as the big websites like reddiff and yahoo has more ad specifications.

The tariffs of advertisement depends upon how you specify the

advertisement on the website. The ad specification comes in broadly three ways:

The video ad

The web banner ad

The single text ad

Video ad:


The video ad means advertisement in the video format which can be of any

length, or sometimes it is has a standard length that again depends upon the

websites where we are advertising. The video generally should be in flash, using

flash 6 version software.

The web banner ad:

The web banner ad comes in the many sizes as offered by the website you

advertise. Its simple colour banner as we do in printing banners normally. but

here the size is very small and read in kilo byte size.

The single text ad:

The text ad does not contain and colour, picture or video. They are simple

advertisements which are hyperlinked to a page containing information’s and

they are placed in any corners or place of the webpage .

The tarrif of the advertisement depends on the following:

THE SIZE OF THE AD


THE LENGTH OF THE AD PERIOD

THE TYPE OF THE AD

AD SPECIFICATION WITH RESPECT TO REDIFF

WWW.REDIFF.COM offers the following ad specifications

1. DISCUSSION BOARD AD: AD IS SPECIFIED IN THE DISCUSSION FORUMS OF

WEBSITE WHERE MANY PEOPLE LOG IN TO DISCUSS OF THEIR FAVORITE

TOPICS

2. E-SCORE BOARD AD: AD IS SPECIFIED IN THE SPORTS PAGES OF

WEBSITE,SPECIALLY CRICKET SCORE PAGE. IN THE LEFT OR RIGHT


3. EDITORIAL PAGE AD: AD IS SPECIFIED ON THE MAIN PAGE OF WEBSITE

SPECIALLY ON TOP.WHICH INVITES LOT OF ATTENTION.SPECIALLY A FLASH

VIDEO

4. SEARCH WINDOW AD: AD IS SPECIFIED ON IMAGE SEARCH WINDOW OF

THE WEBSITE,SPECIFYING TO CRITERIA OF THE SEARCH

5. INBOX BOTTOM AD: AD IS SPECIFIED ON YOUR INBOX MAIL PAGE EITHER

ON THE BOTTOM OR ABOVE

6. INBOX MAIN AD: AD IS SPECIFIED ON THE IMMEDIATE PAGE WHEN YOU

OPEN YOUR MAILBOX

7. INBOX POPOUNDER AD: THE AD WHICH JUMPS OUT IN ANOTHER

WINDOW WHEN U OPEN YOUR MAIL

8. JUMBO AD: THE AD WHICH IS LARGE SIZE IN THE MAIN WINDOW. EITHER A

VDO OR A BANNER

9. MAIL SENT PAGE: AD IS SPECIFIED ON THE MAIL SENT SPECIFICATION PAGE

OF THE WEBSITE

10. MESSENGER PAGE AD: AD IS SPECIFIED ON REDIFF BOL MESSENGER PAGE.


11. POPOUT AD: A POP OUT WINDOW APPEARS WITH JUS CURSOR

MOVEMENT ON THE BANNER

12.ROS-BOX AD: AD DISPLAYED AS SMALL SQUARES IN THE SIDE OF THE PAGE

13.SLUGGY TEXT AD: AD IS SPECIFIED AS SINGLE TEXT HYPERLIKED TO

ANOTHER PAGE

14.TOWER AD: AD IS SPECIFIED LIKE TALL TOWER SHAPE.CONTAINING

INFORMATION

Purchasing variations:

The three most common ways in which online advertising is purchased are

CPM CPC CPA.

CPM (Cost Per Impression)

Where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under)


Where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.

CPC (Cost Per Click):

Also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.

CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.

Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

CPE (Cost per Engagement) is a form of Cost per Action pricing first introduced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay


only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.

HOW GOOGLE MAKES MONEY??

I was checking our referrer stats and noticed quite a few queries lately

relating to how Google makes money. In fact many of the queries are “how does

google make money”. So I thought I'd write this article explaining what it is that

Google does that makes them so much money.

In 2005 Google's revenues were over $6 billion on which they earned about

$1.5 billion in net income. This is a far cry from larger companies like ExxonMobile

which made over $25 billion profit.

But in just a short time Google has increased its value to over $110 billion,

putting it on par (in value) with the likes of Cisco Systems, Nestle and Coca-Cola.

So the obvious question is - how can Google make so much money?


Well, Google makes most of its money through the sale of ads. In fact, of

the company's $6.2 billion in revenue in 2005, over $6 billion is from the ads.

Imagine that - Google can make so much money from ads which cost from

a few pennies, to a few dollars per click.

But it's not just the ads which help influence its value. Sure it makes most of

its money from the ads, but Google's share price is also strong and has been since

it went public. Google's shares are now worth over $350 each. Considering they

opened at between $80 and $100 per share you can see how much the company

has earned just from selling shares in itself. And the value of those shares is

largely determined by the revenue earned from advertising. If we make some

assumptions we can guess the traffic generated by Google.

For example, if we assume the average cost per click is a quarter (25 cents)

then Google received about 24 billion ad clicks. That works out to about 60 million

paid clicks per day, which means Google earns about $15 million per day on paid

advertising!

Granted, the company also has some large costs, but essentially Google

earns millions per day from the ad network they have.

And remember that the ads you see on Google are not only on Google.


Google also has a program called “AdSense” which allows individual

webmasters and site owners to place Google ads on their sites and earn a

percentage on every click. From these types of ads there are reports that site

owners have earned more than $1 million per year on Google ad clicks.

In addition to this Google also has partnerships with other large sites such

as AOL which also display Google ads and take a percentage of every click.

But in every case where Google ads appear on other sites, you can pretty

much be guaranteed that Google earns the lions share of those clicks.

TERMINOLOGIES

ADWORDS:

AdWords is Google's flagship advertising product and main source of revenue ($16.4 billion in 2007). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

Pay-Per-Click advertisements (PPC)


Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google's search engine on www.google.com or the relevant local/national google server (e.g. www.google.fr for France), ads (also known as creatives by Google) for relevant words are shown as "sponsored links" on the right side of the screen, and sometimes above the main search results.

The ordering of the paid-for listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser's keywords. The minimum bid takes into consideration the quality of the landing page as well, which includes the relevancy and originality of content, navigability, and transparency into the nature of the business. Though Google has released a list of full guidelines for sites, the precise formula and meaning of relevance and its definition is in part secret to Google and the parameters used can change dynamically.

The auction mechanism that determines the order of the ads has been described as a Generalized second-price auction. This is claimed to have the property that the participants do not necessarily fare best when they truthfully reveal any private information asked for by the auction mechanism (in this case, the value of the keyword to them, in the form of a "truthful" bid).

SEARCH ENGINE OPTIMIZATION:

Search engine optimization (SEO) is the process of improving the volume or

quality of traffic to a web site from search engines via "natural" ("organic" or

"algorithmic") search results. Typically, the earlier a site appears in the search


results list, the more visitors it will receive from the search engine. SEO may

target different kinds of search, including image search, local search, and industry-

specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work

and what people search for. Optimizing a website primarily involves editing its

content and HTML coding to both increase its relevance to specific keywords and

to remove barriers to the indexing activities of search engines.

The acronym "SEO" can also refer to "search engine optimizers," a term

adopted by an industry of consultants who carry out optimization projects on

behalf of clients, and by employees who perform SEO services in-house. Search

engine optimizers may offer SEO as a stand-alone service or as a part of a broader

marketing campaign. Because effective SEO may require changes to the HTML

source code of a site, SEO tactics may be incorporated into web site development

and design. The term "search engine friendly" may be used to describe web site

designs, menus, content management systems and shopping carts that are easy

to optimize.

Another class of techniques, known as black hat SEO or Spamdexing, use

methods such as link farms and keyword stuffing that degrade both the relevance

of search results and the user-experience of search engines. Search engines look

for sites that employ these techniques in order to remove them from their

indices.

Screwgle™ - Google's new ad revenue model


Google's strict code of secrecy calls for extra silence when the subject is AdWords,

the epic money-making machine fueling the company's drive towards world

domination. But sometimes, the truth slips out.

Earlier this month, during Google's all-important quarterly earnings call, a

financial analyst outed the company's plans to squeeze who knows how many

extra dollars from the world's online advertisers. Though no one seems to have

noticed, this astute money man mentioned "Automatic Matching."

"Automatic Matching" is an AdWords beta program that Google launched ever so

quietly at the end of February. Via email, the search giant notified an unknown

number of advertisers that if they ever failed to spend their daily ad budget, this

new feature would automatically spend it for them.

With Ad Words, you arrange for your very own text ads to appear in response to

Google keyword searches. The program is billed as an auction. You bid for a

particular term or collection of terms - "chia pet," say, or "suppositories" - and if

you bid high enough, your ad will turn up each time a web surfer searches on

those words. And each time someone clicks on your ad, you pay Google a fee

somewhere beneath your bid - until you reach your daily budget.

Of course, if a relatively small number of surfers search on your keywords, you

won't reach your daily budget. And that's where Automatic Matching kicks in.

When Auto Match is turned on - and it was turned on by default with many (if not

all) beta-testers - AdWords automatically spends your unused budget on keyword

searches you aren't actually bidding on.


"Automatic Matching automatically extends your campaign's reach by using

surplus budget to serve your ads on relevant search queries that are not already

triggered by your keyword lists," reads Google's email to beta testers. "For

example, if you sold Adidas shoes on your website, Automatic Matching would

automatically crawl your landing page and target your campaigns to queries such

as 'shoes,' 'adidas,' 'athletic,' etc., and less obvious ones such as 'slippers' that our

system has determined will benefit you and likely lead to a conversion on your

site."

Naturally, this boosts Google's bottom line. But as search marketing

consultant Dan Theis has pointed out, it doesn't exactly benefit the average

advertiser.

"They're offering you the exciting opportunity to bleed every penny of your

budget every day, advertising against keywords that you didn't want to bid on,"

Theis says, before unloading the sarcasm. "Sure, if I sell Adidas shoes, why

wouldn't I want to get some traffic from people who searched for slippers? I

mean, it's not like I'm trying to turn a profit or anything, right?"

Well, midway through that Google earnings call, Bank of America analyst

Brian Pitts popped up to ask about the progress of Auto Match - which Google has

yet to publicly acknowledge with anything more than some extra words on its

AdWords help pages.

"You expanded Auto Match to more advertisers this quarter. Do you see

this as a significant driver of coverage going forward?" Pitts asked, referring to the

number of Google results pages that include ads. If more pages include ads, then

Google gets more paid clicks. And more paid clicks mean more revenue.


BIBIOGRAPHY:

- WWW.SLIDESHARE.COM- www.ibef.org/download/JuxtConsultIndiaOnline.pdf- https://adwords.google.com/select/

AdSenseLoginToAdWords- http://www.marketingmo.com/3-generate-and-manage-

customers/how-to-incorporate-online-advertising-campaigns-in-your-marketing-program/


- http://www.impliedbydesign.com/articles/the-advantages-of-internet-advertising-vs-traditional-advertising.html

- http://www.brownbearmedia.com/seo-articles/advantagesonline.php

- http://wiki.media-culture.org.au/index.php/Online_Advertising_-_Advantages_and_Disadvantages

- http://www.articlealley.com/article_690918_81.html


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