DISPLAY

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Professor Seema Gupta
Print media Television Digital

MODES OF DISPLAY ADVERTISEMENT

METRIC FOR MEASURING REACH IN
DIGITAL

UNIQUE USERS PAGE VIEWS

 WEB METRICS

Website Total Unique Total Pages Viewed Average Page per Total Minutes
Visitors (000) (MM) Visitor (MM)
YouTube.com 34,299 2165 63 3094
Facebook.com 53,498 15,562 291 11,855
The Times of India 12,140 156 13 131
The Economics Times 4552 55 12 72
Gaana.com 2787 57 21 55
MagicBricks.com 1242 15 6 16
Rediff.com India Ltd 14,353 778 12 411
Indian Railway 11,761 481 54 297
LinkedIn 9079 232 26 171
Flipkart.com 8149 154 19 107
Source: comscore
 Ad impression

DIGITAL Clicks
METRICS

Click through rate

 TYPES OF DISPLAY ADS
Image ad

Rich media ad
Format
Video ad Medium
rectangle
Large rectangle
Display ad
leader board

Size Half page

Large mobile
banner
Large format ad
Skinning /
takeover ad
Medium rectangle Large rectangle

DISPLAY AD SIZE
 Half page

Leader board
Large format ads Large mobile banner Skinning / takeover ad
 WHAT MAKES A GOOD AD?

STRONG INCLUDE AESTHETIC UNIQUE TWO ADS

CTA PRICE SELLING WITH TWO
PROPOSITION OFFERS
Emotional appeal Vs Rational appeal

Informational ad Vs Transformation ad
HOW TO
Central Vs Peripheral routes of
persuasion MAKE A
GOOD AD?
Product as the Hero Vs User as the Hero

Focus on exposure, salience and

familiarity
TARGETING
IN DIGITAL
MARKETING
 METHODS OF TARGETING IN DISPLAY
ADVERTISEMENT

Targeting

Content Audience
Targeting Remarketing
targeting

Keyword Topic
Placement Affinity Intent In-Market
targeting targeting
 Target
Competitor Behaviour
event
targeting of the user
attendees

STEPS TO CREATE CUSTOM AFFINITY

AUDIENCE
TARGETING
METHODS
RELATE TO
CUSTOMER
FUNNEL
GEOGRAPHIC AND LANGUAGE TAGGING

DEMOGRAPHICS MOBILE CRM LOOKALIKE

TARGETING
 OTHER TARGETING METHODS

Ad scheduling Frequency capping

 PROGRAMMATIC
DIGITAL
ADVERTISING

Programmatic buying
Geolocation Content
FILTERS ARE
AVAILABLE ON
OS and JIOSAAVN:
Time-band
device FOR
TARGETED
ADVERTISING
Travel
Gender
fitness
NEWS APPLICATIONS
POINTS HELP
MARKETERS REACH A
WIDER BASE OF
USERS TO ADVERTISE
THEIR PRODUCTS OR
SERVICES.

1. Inshorts - The
unique methods
adopted by Inshorts
for advertising are
a. Digital magazine
B. FACT
CARD AD
C. VERTICAL VIDEO FORMAT
D. INTERSTITIAL ADS
E. BANNER ADS
DAILY HUNT
 Flipboard is a popular news aggregator, which
collects news from social media, websites and news
FLIPBOARD feeds and presents them in the form of a ‘magazine’,
allowing users to flip through the articles that are
being shared
 TYPES OF FLIPBOARD MAGAZINE

• 1. Collection mag
2. THE THEME MAG
3. NEWS MAG
4. THE EVENT
MAG
5. THE UTILITY
MAG
MARKETING THROUGH FLIPBOARD
1. Creating a flip board magazine
2. GET MORE
FOLLOWERS
ON FLIPBOARD
 Your comments/queries on others’
contents could include a link back to
your Flipboard page or to your
website.
3. INCLUDE A
LINK BACK TO
YOUR OWN Emails that you send can be included
with a link to your Flipboard page
CONTENT

Promote your magazine on Social

Networks:
4. ASKING QUESTION IN 5. USE FLIPBOARD AS
OTHERS FLIPBOARD INTERNAL MARKETING
MAGAZINE RESEARCH
 Traffic checking
Overall analytics

6. CHECK YOUR PROGRESS

7. FLIPBOARD
READER
ENHANCED
DISPLAY BOLT
PROGRAMME
(RED BOLT
PROGRAMME
8. MAKE IT A 9. DRIVE TRAFFIC
SOCIAL HUB
 Viewable impression

METRIC
AVAILABLE Rate of viewability
FOR
VIEWABILITY

Viewable CTR
 ENSURING
MAXIMUM
VIEWABLITY
 Active view
METHOD FOR
ANALYSIS OF
VIEWABILITY Vindico
OF ADS

Tubemogul
 AD FRAUD

Click / Bot activity Ad stacking Pixel

impression / stuffing
conversion
fraud
 IP address

Click timestamp
IDENTIFYING
CLICK FRAUD
Action timestamp

User agent
Web pages without ad blockers Web pages with ad blockers

AD BLOCKERS
HOW AD BLOCKING WORKS