DIGITAL
• The internet is the most sophisticated medium when it
comes to tracking users.
• Geo-targeting is also possible.
• Internet buys can be of various types, each fulfilling a
particular purpose.
Digital Tracking
• CPC- COST PER CLICK. It is an online ad payment
method where Advertisers pay for the traffic that goes to
their website from an ad. It has been made popular by
Google Adwords. It is cost efficient for advertisers who
pay based on performance.
• FREQUENCY CLAPPING-The ability to restrict the
number of times the same site visitor is shown a specific
ad. It’s used as a way to avoid burnout, the point where
the visitor has seen an ad so many times that the desired
response stops.
• Programmatic Buying: The act of automated media
buying and selling through digital technology platforms,
such as exchanges, trading desks and demand-side
platforms (DSPs). It replaces the use of manual RFPs,
negotiations and insertion orders.
• Retargeting: When a visitor views your webpage and
cookie-based technology lets your ads “follow them” to
other sites. It can keep your brand in front of site visitors
after they leave your website.
• Search Engine Optimization: The process of improving
where your websites appear in organic searches by serving
relevant content on your pages. Tactics for optimizing your
website include developing specific content and improving
your social media presence.
• Tracking URLs: A unique URL designed to track each ad,
either by media property or placement. These URLs register
elements of the campaign, including where the clicks come
from, conversion rates, what keywords were used in the search
query, etc. They’re important for search engine optimization
because they can help determine if the campaign is successful
and if optimization is needed.
• Viewable Impressions: The number of times the served
ad is actually viewed. This differs from the more
commonly used “impressions” which track the number of
“served impressions.” For example, an ad might be
served at the bottom of a page but the visitor might not
scroll down and see it. Many ad units are not in a
viewable space to the end-user or will fail to fully load,
which may lead to over-counting of impressions.
Viewable impressions are becoming more popular as a
more accurate measurement.
• Web Analytics: The measurement, collection, analysis
and reporting of Internet data in order to understand and
optimize web usage. Analytics help brands measure the
results of digital campaigns and offer metrics such as
number of visitors and number of page views over a
designated period of time. Google Analytics is a popular
(and free) web analytics program, while other marketers
use software offered by their web host.
OPTIMIZATION
• Optimization is the real-time process of viewing and
analyzing advertising campaign metrics, such as
impressions, CTR or conversions and then making
changes to the campaign in order to improve the results.
• The most common digital optimization tactics are
changes to the creative, ad copy and landing page. Other
larger optimizations include moving from media outlets
to other sites/ad networks, updating the target audience
and altering any behavioral targeting imposed.
INTERNET BUYS
• Internet buys can be of various types, In fact, a buy could
actually be a mix each fulfilling its own purpose.
• CPM- These deals focus on seer exposure, and usually on high
traffic portals or mail sites. They are basic brand building
campaigns with visibility being the driving force.
• CPC- These are on specialized, focused content sites with
involved users. The users click on the ad and is directed to the
company site for further interaction. It is more measurability
driven and action oriented with focus on response. The
creative unit has to be engaging enough for the user to click on
it.
• PPA- Pay per action deals. These are campaigns where the user
is expected to perform an action, whether it is taking part in
contest, filing in a form, or even an actual sale. Costs are on the
basis of number of action performed.
• Cost per lead-CPL. This is especially in use in categories like
banking and financial services where each lead generated is paid
for.
• Search engine marketing-SEM. These are deals where the link to
your site pops up when the user executed a search for any of the
keywords linked to your site. These are like the sponsored links
that appear on the right hand corner of the google search results
page.
• Affiliate marketing- When the ad for a product placed on
a site results in a sale, the proceeds from the sale are
shared with the host site.
Measurement Issues
• The paradox is that while it is the most scientific for user
interaction tracking, there exists no comprehensive industry
study or research which is a third party benchmarking of
performance.
• comScore, IAMAI come up with studies intermittently, no
comprehensive industry study especially on demographic
profile data exist.
• Activity monitoring is completely dependent on the server
logs of the website. This makes informed decision making
difficult and the expertise in this area is more experiential and
dependent on data supplied by the media partner.
• The one-on-one interactivity on the blogs, communities
help group interactions and dialogues however results
behind initiatives in this space may not necessarily be
quantifiable and therefore fairly difficult to evaluate.
Impact on corporate or brand image etc. and awareness
can be monitored to try and isolate the effect.
