Know 'Framework of Digital Media Marketing in India'. Gain insights from the webinar led by Nishant Malsisaria, Associate Media Director. Dentsu Webchutney.
3. AGEND
A• Internet in India
• Scope of digital
• The marketing funnel
• Types of media buy on digital media?
• Knowing your audience
• Talking to your audience in the right
way
• Connecting the dots on digital
• Q&A
8. 33% jump in mobile
internet users after
launch of Jio pushes
India to become the
worlds 2nd largest
internet user base
503 Mn354 Mn278 Mn186 Mn
2013
110 Mn
Mobile
Daily Time
Spent on
Mobile 2.03
hrs
2014
159 Mn
Mobile
Daily Time
Spent on
Mobile 2.40
hrs
2015
213 Mn
Mobile
Daily Time
Spent on
Mobile 3.06
hrs
2016
236 Mn
Mobile
Daily Time
Spent on
Mobile 3.16
hrs
2017
314 Mn
Mobile
Daily Time
Spent on
Mobile 3.50
hrs
427 Mn
9. Q1:15 Q2:15 Q3:15 Q4:15 Q1:16 Q2:16 Q3:16 Q4:16 Q1:17
Jio Airtel Vodafon
e
Idea BSNL Other
13. DIGITAL MEDIA
OFFERING
Direct Buys
Large
Format
Fixed Buys
Site
Takeovers
Roadblocks
Site Syncs
Standard Buys
CPM, CPC,
CPV,
ROS/RON
Brand
Solutions
Sponsorships &
Content
Integrations
Content
Marketing
Content
placements
Content
promotion
Paid Social
Branding Performance
SEM
Brand,
core,
compete
Programmatic
Buys
RTB
BRAND BUILDING PERFORMANCE
Media buying scope on Digital
21. Customer Database Prospects identified
Audiences that has shown an intent for
buying from data collected over the past
1.5 years
Core audiences based on the TG defined on
the brief and historic data learning
Buyer Data InsightsProspect Data Insights
Facebook being 220 Mn audience today represents almost 1/2 of entire internet population and with
the dynamic consumption based feed can be considered to be a sample for user behavior across the
internet
22. Audiences that has shown an intent for
buying from data collected over the past
3 campaigns
7M – 8M monthly active people
Core audiences based on the TG
defined on the brief and historic
data learning
118.4K monthly active
people
Buyer Data InsightsProspect Data Insights
1st party
Customer Data
23. - 81% Male Vs. 71% of Facebook audience
- 83% of the TG comes from 18-34 age
bracket
- 79% Male Vs. 77% of Facebook audience
- 84% of the TG comes from 18-34 age
bracket
Demographic insights – 18+
24. - 81% Male Vs. 77% of Facebook audience
- 74% of the TG comes from 22-34 age bracket
- 81% Male Vs. 77% of Facebook audience
- 74% of the TG comes from 22-34 age bracket
Demographic insights – 22+
The age defined by brief is 25-35 but the audience insights clearly defines that for digital we need to broaden the scope
and accommodate 22-35 from a digital POV
25. What are they consuming?
Based on the common categories consumed between custom audience and prospect audience, we have derived
certain genres to be present on digital
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Contextual Banner ads for Fitness Enthusiasts (Men’s
Fitness)
32. Studies ke beech mein kuch masti is ok but health ke saath no
compromise
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Marvella UV
Pureit or nothing.