Though investment in digital advertising is growing at a faster rate, Print Media is still the #1 choice of Indian marketers to promote their products and services. According to Print Madison Report, Investment in Print Advertising is expected to grow by 5.3 per cent in 2015 and is projected to be the largest contributor (40 percent) to overall advertising spend in India. One of the challenges faced by large organizations with print media advertising is its measurement. How do you measure which Print Ads are driving maximum traffic to your web property? Which Print Ads bring in engaging users? Join us in this exclusive webinar to learn how to use Google Analytics to measure the effectives of Your Print Media Advertisement. You’ll learn: * Ways to Measure the Impact of Print Media Advertising on Your Website Traffic * Identifying Print Media Platform that generates more traffic for your website * Carrying out ROI Analysis ... plus, much more!

1. #tatvicwebinar
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5/26/2015 1 #tatvicwebinar5/26/2015 1 #tatvicwebinar
How to Measure the Effectiveness of
Print Media Advertising
May 26th, 2015 FREE Webinar by

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A GACP and GTMCP company
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Our Speakers
Boni Satani (Host)
Inbound Marketer at Tatvic
Jaswant Padhiyar
Account Manager at Tatvic

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Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

4. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 4 #tatvicwebinar
Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

5. #tatvicwebinar
A GACP and GTMCP company
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Reading Newspapers Yesterday:
Source - http://skydancingblog.com/2014/07/18/friday-reads-israel-invades-gaza-downing-of-jet-a-ukraine-a-game-changer-and-the-unrelenting-
war-on-women/1963-subway-news/

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Reading Newspapers Today
Source - http://www.nationmultimedia.com/technology/iSnap-revolution-starts-today-30199289.html

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Advertising Spend in India for 2015
39.6 % of Media Budget to be spent on Press/ Print, therefore
• Measure it‘s effect
• Optimize it: media plan, Ads, placement, time
• Leverage the second screen effect!
Source - http://www.madisonindia.com/whatsnew/pdf/Pitch%20Report%202015.pdf

8. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 8 #tatvicwebinar
Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

9. #tatvicwebinar
A GACP and GTMCP company
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Current Measurement Landscape
Online
behavior
Offline
behavior
• Interviews
• Audience Recall
• Audience
Measurement
(TTB, FRY, etc…)
• Web Analytics
Data

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Limitations of Offline Measurements
• Geographical reach
• Demographic reach
• Sampling errors
• Cost, etc.

11. #tatvicwebinar
A GACP and GTMCP company
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Current Measurement Landscape
Online
behavior
Offline
behavior
• Interviews
• Audience Recall
• Audience
Measurement
(TTB, FRY, etc…)
• Web Analytics
Data
DIRECT
INDIRECT

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What to Measure?
• Longevity of Impact of an Advert
• Size of Impact of an advert

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What to Measure
Visitors
Repetitive
Buyers
Fans
Subscribers
Buyers
Your E-commerce Funnel
Focus

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How to Measure?
Data
Unification
• Unify Web Analytics and Print Ad Data
Impact Size
• Statistically measure change in key metrics before and
after Print Ad is published
Impact
Longevity
• Measure the Duration for which the change in metric is
visible
2
3
1

15. #tatvicwebinar
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Data Sources
Print Advertisement Data
• Date
• Platform (Publisher)
• Page (ex - Front Page)
• Ad Size (Full Page, Half Page,
etc.)
• Market (National / Regional)
• Day of week
• Cost, etc.
Web Analytics tool Data
• Returning Users
• New Users
• Organic Searches
• Revenue
Date
Time

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Effect of Print Ad Campaign - Ecommerce
0
50
100
150
200
250
300
350
400
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Effect of Print Ad Campaign
Ad
Published
Upper Limit of
Expected value
Longevity
Impact
Size
Time in Hours
Users

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Beware of
• Expectations of Boss, Clients
• Data quality issues from
Agency
• Adverts running on multiple
Print Platforms at same time
• Combined impact of other
media (TV)
• Other unknowns that can
impact traffic

18. #tatvicwebinar
A GACP and GTMCP company
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Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

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A GACP and GTMCP company
5/26/2015 19 #tatvicwebinar
Longevity of ImpactAverageduration(inhours)
5.72
6.02
6.63
6.00
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Returning Users New Users Organic Searches Sessions
Average duration of significant of impact of Print advertisement
Google Analytics - Metrics
• Used statistical technique (paired t-test) to measure the impact duration

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Optimize the Media Schedule
Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend
NewsPaper 1 44% 19% 62% 67% 13% 63% 76% 50% 6% 75% 57% 0%
NewsPaper 2 80% 68% 0% 13% 12% 57% 0% 36% 97% 59% 60% 67%
NewsPaper 3 22% 34% 90% 20% 61% 31% 0% 0% 36% 0% 31% 5%
Week 1 Week 2 Week 3 Week 4
Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend
NewsPaper 1 1 1 1 2 1 2 1 2 2 1 2 NA
NewsPaper 2 1 1 NA 1 2 2 NA 1 2 2 1 1
NewsPaper 3 1 1 1 1 1 2 NA NA 2 NA 1 2
Week 1 Week 2 Week 3 Week 4
Platform Wise Distribution - No. of Spots of Unique Adverts over a period of 28 days
% of relative change for 6 hours in Key Metrics

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Optimize the Media Schedule
Ad Size Wise Distribution - No. of Unique Adverts over a period of 28 days
% of relative change for 6 hours in Key Metrics
Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend
Full Page 60% 19% 62% 45% 0% 63% 76% 50% 97% 75% 57% 0%
Half Page 80% 68% 70% 0% 80% 57% 33% 36% 45% 59% 60% 67%
Quarter Page 22% 0% 90% 20% 30% 31% 15% 0% 36% 0% 31% 70%
Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend Early Week Mid Week Weekend
Full Page 1 2 2 2 NA 1 1 2 1 1 2 NA
Half Page 2 2 2 NA 2 2 1 1 2 2 1 1
Quarter Page 1 NA 3 1 1 2 1 NA 3 NA 1 2
Week 1 Week 2 Week 3 Week 4

22. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 22 #tatvicwebinar
Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

23. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 23 #tatvicwebinar
We need to be there, right now

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1: Search: Google AdWords
• Get all the searches for brand and product or service!
• Increase budget on a day when Print Ad is Published

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2: Display
• Your Ad needs to be on any publishers
site, where your audience might surf
during the Day
– Publishers
– Social networks
– Webmail

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Your Homepage
During the Day Your Print
Ad is Published –
Your Homepage should
communicate nothing but
the ads message

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Use your competitors Money!
• Trigger all of the above, WHEN YOUR COMPETITOR spends a lot of
money on Print and people search for services, that you also offer!
Watch Full Webinar Video

28. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 28 #tatvicwebinar
Outline
Second Screen Effect
Method to Understand Users from Print
Analysis & Expected Outcomes
Q&A
Maximizing - Print Campaign Exposure

29. #tatvicwebinar
A GACP and GTMCP company
5/26/2015 29 #tatvicwebinar
Next Webinar
Everything You Need to Know about Google Analytics
Premium
When: June 23rd 11 AM CET/ 3 PM IST
You will learn:
• Introduction to GA Premium
• Features of GA Premium
• Comparison with Adobe
• Cost Ravi Pathak
(CEO Tatvic)
Register Here - http://bit.ly/ga-premium

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Q&A Round

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Jaswant Padhiyar
Tweet us at @tatvic
for any questions or queries
Thank You!