Digital 101

Training Module
28/11/2018
Agenda over the next 90mins

o Digital Terminology
o Digital ecosystem
o Video deep dive

o BAV
Common Terminologies

Impressions
The metric used to measure views of a
webpage, including the advertising
embedded within. Impressions are not
unique i.e. 10 impressions can come
from the same person watching the ad
10 times, or 10 people could see the ad
once resulting in 10 impressions.

Click
This measures how many times users
click on the ad
Common Terminologies

Cost Per View

CPV bidding is the default way
to set the amount you'll pay for
video ads. One pays for video
views or interactions such as
clicks on call-to-action
overlays, cards, and
companion banners.
Common Terminologies

Cost Per Completed View

The price an advertiser pays
when a video ad completes.
Common Terminologies

Cost Per Engagement

The CPE price is the price that is paid
when an ad is engaged with.
An engagement can be anything from
sharing, pausing or muting a video to
submitting contact details.
Key Digital Platforms

Display Search Native

Social Mobile Video

 Display
Display advertising is a type of
advertising that typically contains text
(i.e., copy), logos, photographs or
other images, location maps, and
similar items

Buy Type - CPM / CPC / Fixed

Targeting - Demo, Location, Section,

Interest, Affinity, Keyword, Topic, Day
Parting, Retargeting, Lookalike etc.

How to buy – Direct, Network (GDN)

or Programmatic
Social Media
Social media is one of the few channels that truly encompasses Paid, Owned and Earned media
and therefore can be used in almost all campaign plans, to achieve a variety of different objectives.

Social Media Opportunities

PAID SOCIAL OWNED SOCIAL EARNED SOCIAL

o To recruit and engage with o Select the most relevant o Plan for earned media and
fans and followers, social network(s) to enable social functionality
establish your brand’s on all paid and owned
o Reach medium to cascade
content hubs. assets with a strong call-to-
communication
o Content strategy should action to share the
o Lead generation content.
reflect the brand’s identity
 Paid Social

Buy Type
o CPM/CPC/CPE

o RNF/CPV

o Click to Website

Targeting- Demo, Location, Interest, Affinity,

Keyword, Handset, Day Parting, Retargeting,
Lookalike, Sequencing, custom audience etc.
How to buy
o All platforms are direct through dashboards
Search

Search is the practice of effectively leveraging the multitude of opportunities within search engines
to enhance the visibility of a client’s Web site to those searching for a specific product or service.

Search consists of 2 main parts:

Paid Search Search Engine Optimisation

Also known as PPC (Pay per click), aims to
drive traffic and/or increase conversions for a SEO (known as organic search) uses
specific website and it’s based on an auction several techniques and tools to increase
model. Insights are used for constant the organic ranking on the search engine.
optimisation of the bids and results are seen The results are seen over a period of
within a week/fortnight depending on time.
categories.
 SEM Ad

PLA (Product
listing ads)

SEO

Site Links

Location Extension
Native Ads

Native advertising is a form of

online advertising that matches the
form and function of the platform on
which it appears. The word "native"
refers to the content's coherence
with other media on the platform.

Native ads are a form of advertising

that is built into the visual design and
content of a web page, social
network, or mobile application

Buy: CPC/ CPV

Targeting: Open targeting

Video Ecosystem
What is Video
Advertising?

The term video

advertising encompasses
online display
advertisements such as Mid-
Page Units (MPUs) that
have video within them. It is
served before, during and/or
after a video streams on the
internet.
Common Terminologies

o Impressions
The metric used to measure views of a webpage, including the advertising embedded within.
Impressions are not unique i.e. 10 impressions can come from the same person watching the ad 10
times, or 10 people could see the ad once.
o Cost Per View
CPV bidding is the default way to set the amount you'll pay for video ads. One pays for video views
or interactions such as clicks on call-to-action overlays, cards, and companion banners

o Cost Per Completed View

The price an advertiser pays every time a video ad runs through to completion.

o Cost Per Engagement

The CPE price is the price that is paid when an ad is engaged with. An engagement can be
anything from sharing, pausing or muting a video to submitting contact details.
Popular Video Platforms

Programm
YouTube OTT
atic

Adnetwork/
Social Websites
Gaming
 Understanding formats across YouTube

TrueView Pre-
Reservation Pre-Roll* Bumper Masthead Discovery
Roll

Fixed (CPM) Biddable (CPV) Biddable (CPM) Cost-Per-Day Biddable (CPV)

Skippable Non-Skip Skippable Non-Skip FIXED User Initiated

Up to :60 Up to :20 Any Duration :6 seconds Any Duration Any Duration

seconds seconds

20-25% View 85-90% View 20-25% View 1-2% Click

90% View Rate < 1% View Rate
Rate Rate Rate Through*
*Click is counted as
View
 YouTube Ad Formats For Reach

TrueView for Reach 6 sec Bumper Masthead

o Format: non-skippable o Format: 15”(or longer) videos

o Format: Skippable o Cost: CPM, Auction o Cost: fixed price for 24 hours
o Cost: CPM o View-count: No o View-count: counts on click
o View-count on Channel: Yes o KPI: Reach + Increase o KPI: Attract attention + HP takeover
o KPI: Reach for short skippable Memorisation o Targeting: everyone on YouTube pan
ads o Targeting: Demo/ Affinity/ India
o Targeting: Demo /Affinity /Context Context o Best for: product launches, brand
o Best for: low-cost reach o Best for: Frequency builder image
o Cookie Collected: Yes (on view) o Cookie Collected: No o Cookies collected: Yes, on-click
o Sequencing: Yes o Sequencing: Yes
 YouTube Ad Formats For Reach

TrueView Discovery Sequencing

o Format: Skippable @5sec, o Format: in-feed videos o Format: sequence of video ads
length: 20sec or more (homepage/search) o Cost: depending on formats
o Cost: Per View (at completion if o Cost: per view (on click) o View-count: depending on
less than 30sec or at 30sec) o View-count: counts on click formats
o View-count: Yes o KPI: Interactions + Conversions o KPI: show different ads to same
o KPI: Awareness /Engaging o Targeting: search+demo /audience user. Build a story
people in your story o Best for: intent driven searches o Targeting: demo/affinity/ context
o Targeting: demo/affinity /context o Sequencing: No o Sequencing: Yes
o Best for: Awareness
o Sequencing: Yes
 YouTube Ad Formats For Conversion

TrueView for
Action Search Query
Audience
o Format: skippable ad
o Cost: free with TrueView ad o Format: skippable ad
o KPI: Target viewers who Cost: TrueView ad
searched for your o KPI: Target viewers who
product/category searched for your
o Targeting: demo/affinity/context product/category
o Best for: site-visit/ sampling/buy o Targeting: NA
o Sequencing: Yes o Best for: Target viewers
who searched for your
product/category
o Sequencing: Yes
Understanding formats across Facebook & Instagram

FACEBOOK INSTAGRAM

Cost-Per-Impressions (CPM) | Cost-Per-View Cost-Per-Impressions (CPM) | Cost-Per-View

(CPV) (CPV)

Newsfeed Video In-stream Newsfeed Stories

Any Duration 5 – 15 Seconds Up to 60 Up to 15

seconds seconds

70-75% View
5-7% View Rate 5-7% View Rate 5-7% View Rate
Rate

User can scroll Non-Skip User can scroll User can click
past past past
FACEBOOK AD FORMATS

Creative type – Instream video

Creative type – Video posts Creative type – Audience Network In-Stream
posts
Buy Type – CPM & CPV Buy Type – CPM & CPV
Buy Type – CPV
FACEBOOK AD FORMATS

Creative type – Video Carousels upto 10 Creative type – Lead forms

Buy Type – CPM & CPV Buy Type – Cost per lead
FACEBOOK AD FORMATS

Creative type – Click to website Creative type – Image

Buy Type – Cost per link click Buy Type – CPC & CPM
Instagram Ad Formats

Creative type – Instagram feed Creative type – Instagram stories

Buy Type – CPC / CPE Buy Type – CPC / CPE
Understanding formats across OTT platforms

Midroll/Pre-roll Bumper (Pre- Billboard

roll)
CPM/CPV CPM Cost-Per-Day

Non-Skip Non-Skip FIXED

Up to :90 :6 seconds Any Duration

70-85% View 90% View < 1% View

Rate* Rate Rate^

*Basis Video ^Tracks only Click to

Duration Play
HOTSTAR AD FORMATS

Creative type –Billboard (click for video sound)

Buy Type – Fixed

Creative type – Midrolls with companion & CTA banners

Buy Type – CPM & CPCV
 Voot & SonyLiv Ad Formats

Creative type – Video preroll / midrolls along with companion banner Creative type – Video preroll / midrolls
Buy Type – CPM & CPCV Buy Type – CPM & CPCV
ADNETWORKS
VERTICAL VIDEO AD FORMATS

Creative type – Vertical video Creative type – Vertical video with carousels
Buy Type – CPM & CPV Buy Type – CPM & CPV
ENGAGING VIDEO FORMATS

Creative type –Video with Interactive

Creative type –Video + Banner
End Card
Buy Type – CPM
Buy Type – CPV
To sum up

Facebook/
YouTube OTT Ad networks
Instagram

Reach Engagement Reach Reach

Impact Reach Views low cost

Rich media
Views Regional
innovation

Content
 BRAND SAFETY
BAV AD FRAUD
VIEWABILITY
 BAV IN A NUTSHELL

Brand safety Ad Fraud Viewability

Brand safety is achieved by Intentionally deceptive Viewability is the ability for

avoiding the placement of ads practice designed to a digital ad to be seen by
next to unlawful, illicit or manipulate legitimate ad an actual consumer.
unsuitable content. serving or measurement.

Concern Areas

• Inappropriate content • Bot impressions/clicks/installs • Measurability

• Fake news/content • Domain spoofing • Standardization/Adoption
 HUMAN VIEWABILITY STANDARDS
GROUP M VS MRC STANDARD
MRC Initial Revised
Channel
Standard GroupM GroupM

100% Pixels In-View for 1 Continuous

50% Pixels In-View for 1 continuous 100% Pixels In-View,
Display Second
second Human viewable
Human

100% Pixels In-View 100% Pixels In-View

50% Pixels In-View for 2 continuous 50% Duration 15 sec. cap 50% Duration 15 sec. cap
Video – Pre-roll Mid-roll (Premium)
seconds Sound On, User Initiated Sound On, User Initiated
Human Viewable Human

100% Pixels In-View

Video :
50% duration 15 sec. cap
Native & Outstream
No Sound, Autoplay
Nativo, Teads, Plista, etc.
Human

100% Pixels In-View

Video Social In-Feed Duration TBD
FB, Twitter No Sound, Autoplay
Human

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 USING TECHNOLOGY TO PROTECT

Adult Alcohol Hate speech Illegal downloads Illegal drugs Offensive language Violence

White / Black List enforcement

Avoidance Categories - a

URL/Keyword Blocking - a
Brand Specific Avoidance Category - a

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 CAPABILITY ACROSS VIDEO PLATFORM

Platform:

• YouTube NA Y Y Y Y Y

• Hotstar Y Y NA NA Y NA

• Other OTTs Y Y NA NA Y NA

• Facebook NA Y Y Y Y NA

• Programmatic Y Y Y Y Y Y

NA- Not Available

A- Available
Y – Yes, Applied
N – Not Applied
Youtube ad serving on reservation
CAPABILITY ACROSS DISPLAY PLATFORM

Platform:

• Google-GDN Y Y Y Y Y Y

• Facebook Y Y Y Y Y Y

• Publishers (web & mobile web) Y Y NA NA Y Y

(TOI, Dainik, Quikr etc)

• Networks
(Affinity, InMobi, Columbia, Vserv etc) Y Y Y Y Y Y

• Programmatic Y Y Y Y Y Y
 WHAT IS GROUPM DOING?
Client side:
• Educating clients on basics and importance of BAV measurement and why it is critical to start measuring to improve Brand
imagery and overall scores. (Internal tracker maintained for the same which is reviewed once a quarter)
• Establishing and periodically updating Viewability benchmarks along with improvement targets for 2018-2019.
• Safeguarding clients from Brand unsafe exposures with addendums to Publisher contracts.
• Monthly updates from Major platforms Google and Facebook on Brand safety progress. Pushing 3rd party adoption across
BAV.
• Periodically updating blacklist sites/domains in centrally maintained database. This is used by planning teams for both
managed and programmatic media buying.

Publisher side:
• DTG team recently conducted a media briefing and RFP for 85+ media vendors for deeper partnership. BAV was one key
agenda.
• Pushing for integration of 3rd party BAV in Mobile Apps with Q4 2018 as a timeline of implementation. Closely reviewing
progress.
• Recommending integration of IAB TechLab Open SDK or Top 2 BAV tool SDK’s as an alternate

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 POV ON TRADING

Measure
• Key to start measuring campaigns across channels and investments on Video, Display, Social, Mobile.
• Using MRC standards to measure Viewability.
• Using the right 3P tool which allows for measurement across all key parameters (Viewability, Contextual brand safety and
Fraud)
• GroupM will continue pushing 3P tool vendors to provide for local support. In discussion with IAS to open local office or
appoint reseller – By July 2018.
Optimize
• Establish benchmarks across key buckets of media. Benchmarks gathered from early campaign learnings as well as
industry data (Publisher internal + Data provided by 3P vendors)
• Establish improvement level on Star’s Viewability score across key buckets.
• Optimize campaigns for better Viewability and reward supply partners with higher scores with higher investments.
• Continue to trade on CPM with end goal of optimizing Human vCPM.
Win
• Be among the early adopters of Viewability measurement to win higher share of viewable impressions, hence improving
brand metrics.
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