TOPICS

SL.NO TOPICS PAGE.NO

1. INTRODUCTION & MEANING 3-4
2. ADVANTAGES AND DISADVANTAGES OF 5-10
ONLINE ADVERTISING
3 TYPES OF ONLINE ADVERTISING WITH 11-14
EXAMPLES
4. HOW TO DEVELOP GOOD ONLINE 15-17
ADVERTISEMENT
5. ONLINE ADVERTISING IN INDIA, 18-24
OVERVEIW AND STATISTICS
6. ONLINE ADVERTISMENT AGENCIES IN 25-30
INDIA
7. AD SPECIFICATIONS WITH CONTEXT TO 31-34
REDIFF
8. COST ASCERTAINMENT IN ONLINE 35-38
ADVERTISING
9. IMPORTANT TERMINOLOGIES 39-43
10. BIBLIOGRAPHY 44
11. A SURVEY BY JUST CONXULT -

INTRODUCTION TO ONLINE ADVERTISING

Online advertisement
Online advertising is a form of advertising that uses the Internet and
World Wide Web in order to deliver marketing messages and attract
customers. Online advertising is a form of promotion that uses the Internet
and World Wide Web for the expressed purpose of delivering marketing
messages to attract customers. Examples of online advertising include
contextual ads on search engine results pages, banner ads, Rich Media Ads,
Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam

Today all the companies in India and corporate in India have products
or services to sell and they are advertising them via T.V, newspapers,
brochures, magazines, radio etc. But its time to take the promotions online
is a effective way of advertising that uses the power of Internet and World
Wide Web in order to deliver marketing messages and attract customers.
Different examples of include contextual ads on search engine results
pages, banner ads, advertising networks and e-mail marketing, including e-
mail spam and newsletters..
Online video directories for brands are a good example of interactive
advertising. These directories complement television advertising and allow
the viewer to view the commercials of a number of brands. If the advertiser
has opted for a response feature, the viewer may then choose to visit the
brand’s website, or interact with the advertiser through other touch points
such as email, chat or phone. Response to brand communication is
instantaneous, and conversion to business is very high. This is because in
contrast to conventional forms of interruptive advertising, the viewer has
actually chosen to see the commercial
 Advantages & Disadvantages of Online
Advertising:
Online Advertising offers several advantages over traditional
means of advertising. The advantages offered by online advertising
are as follows:

1. Traceability:
Online is different because we can know which ads work and
which do not, because we can track them. This gives online the
advantage over traditional advertising every time. We can test our
advertising ideas and only roll out the successful ones, leading to far
higher returns on investment than can be achieved by lucky guesses.

2. Internet adverting enables good conversion tracking:

It's impossible to get a good idea of how many people see
advertising through traditional means. Tracking the reach of
newspaper and television advertisements is difficult. With the help of
impressions, clicks, and conversions, advertisers can easily judge the
effectiveness of the messages in their ads.

3. Targeting:
Online advertising can trump traditional media because
online ads can be targeted. Why show the same advertisement to a 20
year old and a 60 year old viewer? The web allows us to deliver
bespoke advertising to clients. Your website can be used to target
messages that are tuned to the wants and needs of particular clients.

You can target your audience effectively. The trick is to place

your ad where the right customers can see it. Think like one of your
own customers by trying to imagine which sites they're likely to visit.
Those sites are where to place your ad.

4. Internet advertising is huge:

With the growth of information on the internet, the amount
of time people spend on it has also grown, which has in turn
generated a new market for internet advertising. Some of the
wealthiest companies in the world have made sure that they get a
piece of the internet marketing pie, and for a good reason.

5. Internet advertising has a lower entry-level fees:

If you have a limited budget, internet advertising can be
much more in reach than traditional methods. A small yellow-page ad
can cost several thousand rupees. However, you can bid for
advertisements on Google and Overture on a performance basis. That
means that you only get charged when visitors click on the
advertisement.

6. Internet advertising can be much cheaper:

Because of the targeted nature of internet advertising and
the ability to track the effectiveness of ads, conversion rates from
internet advertising is typically much better than traditional
mediums.

In comparison to traditional forms of advertising, online

advertising is cheaper. Often, advertisers are charged only when
visitors click on their ads.

The ad campaign is less expensive because you don't have the

costs associated with reprinting and redistribution (as you do in a more
traditional campaign), the overall expense of a change is decreased.

7. Internet advertising has greater range:

The Internet enables extensive coverage, as it has the capacity to
reach global audiences at a rapid rate.
8. Budget:
A global reach is within everyone's budget once they invest a
little time and effort in online marketing. With tools such as ad words
a small business with just one or two employees can create and
manage marketing campaigns that are seen on the other side of the
world.

9. The presentation to the market:

If your product / service are aimed at the younger generation

or the corporate world, Internet advertisements would be best
because they are already hooked into the net, surfing websites.

10. Relatively trouble-free:

Everything you really need is a PC, some knowledge and

ideas for designing your site, then search for the best Internet ad
package for your advertising needs and budgets, choose from a
variety of advertisement ways like Banner Ads, text ads, etc. All from
the comfort of your home.

11. Update ads:

Unlike TV commercials, which must be periodically updated,

your Internet ads could go for some time without change. If they need
updating, the amendment of the site or your ad is usually a very
simple matter that can be done quickly and easily. You can change
your online ad much more easily than you can change ads in other
media.

When you need to alter your online ad, no printing or taping

is required. Just change the HTML that created the online ad and
you're done in a matter of minutes.

12. You can easily test the market:

If you create a brochure, you have to print and distribute it

before finding out whether your campaign is effective. Response (or
lack of response) on the Internet is lightning fast. You can also add a
counter to your company's Web site to see how many people visit
your site.

13. The ad works 24 hours a day, 7 days a week, 365 days a

year:

It's always nice to know your advertising is working for you

around the clock and around the world, so that your customers can
view it at their convenience rather than any specific time.

14. Direct Response:

The biggest strength of online advertising is the direct

response that it offers to both customers and advertisers. Audiences
are just one click away from the advertisers, creating a unique
opportunity for advertisers to engage in two-way communication with
buyers.

15. Your customers can see your ad, shop, and buy, (if you
sell your goods online) all without leaving home: It's hard to
beat that sort of convenience.

Disadvantages of Online Advertising:

1: Scope:

It is a "limited" market that can be conquered, if you only use

the Internet for advertising display. While more and more people
every day are now into the use of technology and surfing the World
Wide Web there are quite a few of the average consumers out there
that are still on the older forms of advertising as a means to gather
information on certain products and services. Fortunately for us
Internet advertisers that are changing quickly in our favor and this
will soon no longer be an issue.

2: Additional costs:

If you decide to rent the help of a professional, a freelancer

or a company for the production of your site and /or advertising for
your product or service, of course it costs more than if you did it
yourself. While the costs can advance an initial disadvantage, the
results in the long term may in fact be very beneficial if you have the
right people to work with.

3: It's too measurable:

You can gather more statistics than a baseball team. Worse,

some of the click-through rates are low - often 1 or 2 percent or even
less. That means hardly anyone who sees your ad clicks on it and
visits your Web site - or buys your product. Online advertising is still
in its infancy.

4: Customers are experiencing advertising overload:

One problem with online ads is the incredible amount of

clutter on most Web pages. Every advertiser wants consumer
attention, but readers simply have too much information to digest.
Often, they choose to ignore ads - and that is what leads to low rates
of return.

Even with its disadvantages, the Internet is turning into a

tool that surpasses the wildest dreams of ad execs. The radio took 38
years to reach 50 million users. Television took 13 years to reach 50
million viewers. And the Internet took just 5 years to reach the same
number of users - a stupendous achievement.

TYPES OF ONLINE ADVERTISING

Web Advantage assesses a wide variety of online advertising and targeting
methods to ensure the most effective and cost-efficient media buys for your
campaign goals.

AD FORMATS
• TEXT ADS: Advertisements displayed as simple, text-based
hyperlinks are known as Text Ads. As their name suggests, text ads
they do not include graphic images. Text ads are sold on non-search
websites and can be served either by individual websites, or a
publisher’s own ad servers.

• DISPLAY ADS: Graphical advertisements featured on websites are

known as Display Ads. Display ads are often available in many
standard shapes and sizes, including: banners, leader boards,
skyscrapers, large boxes, and other sized graphical ads. Display ads
use eye-catching visuals to quickly grab catch the attention of website
visitors browsing the pages on which they are featured. Display ads
are sold on non-search websites and can be served either by individual
websites, or a publisher’s own ad servers.

• POP-UP ADS: Advertisements that appear to “pop up” in a new

window as users browse a website are known as Pop-Up Ads. Hover
ads, floating ads and slide-in ads ads are all considered pop-up ads.
(Sometimes these ads are also known as Pop-Under Ads, depending
on whether they are displayed over or underneath the current web
content being browsed.) The use of Flash and DHTML ads has risen
in recent years in an effort to counter the increased usage of pop-up
blockers.

• FLASH / DHTML ADS: These kinds of ads incorporate Flash

animation or other motion graphics. Ads may be animated display ads
in more traditional shapes and sizes, or, as of late, they can be
sophisticated ads that function similarly to pop-up ads but with much
deeper integration into the overall design of the site.
 • INTERSTITIAL ADS: Interstitial ads appear between web pages
that the user requests. For example, an interstitial ad may appear after
you click on a link in an excerpt to view the full content of news story.
Because interstitial ads load in the background and do not interrupt
the users immediate browsing experience, they are a preferred method
of delivering ads with rich media, streaming video, and/or large
graphics.

• VIDEO ADS: With the popularity of online video watching, video

ads have become a viable means of distributing rich advertising
content. Currently video ads can either be content created entirely by
the advertiser, or “in video” ads that will show your ad within a video.
Major search properties like Google (through You Tube), MSN,
Yahoo, and AOL all offer advertising on their video websites.

• EMAIL ADS (CLASSIFIED ADS & NEWSLETTER

ADVERTISING): Ads that are distributed by a publisher through
email blasts to opt-in audiences are known as email ads. Advertisers
can individually sponsor a publisher’s email newsletter or they can
purchase classified ad space.

• ON-SITE SPONSORSHIPS: On-Site sponsorships are ads (typically

just a company’s logo) that can be bought on individual websites.
Sponsorship ads typically appear in an area on the website reserved
for sponsors and often noted as such.

• ADVERTORIALS: Advertisements in editorial form that appear to

contain objectively-written opinions are known as paid editorial ads,
or “Advertorials”. Online advertorials are typically featured on
publisher’s websites and promote products and services related to the
website’s content. Some ad networks will develop, optimize, and write
you’re advertorial and place it on their ad network.

TARGETING METHODS
• CONTEXTUAL TARGETING: When ads are served based on
related content a user is currently reading or browsing online, it
is known as contextual targeting. For example, if you are
 reading an article on a news website about sports, you may see
contextual ads for sports gear, memorabilia, or game tickets.
Contextual ads are purchased through major search properties
like Google, Yahoo, MSN, and through many other contextual
ad networks. Ad relevancy is typically determined by algorithms
that will assess the appropriateness of the ad in relation to the
displayed content.

• BEHAVIORAL TARGETING: When ads are served based on

user behavior, it is known as behavioral targeting. Behavioral
targeting is based on a variety of online factors such as recent
online purchases, searches, and browsing history, as well as
demographic details such age or gender. For example, if you
recently visited a real estate website, you may see behavioral
ads selling mortgages.

• GEO-TARGETING / LOCAL ADVERTISING: When ads are

served based on a user’s geographical location, it is known as
geo-targeting. For advertisers interested in targeting users
within a specific locality or region, geo-targeted online
advertising is an effective solution. An increasing number of
websites now offer geo-targeting capabilities. Local advertising
also includes network buys through radio, television and
newspaper websites, as well as localized search engines and
directories such as Yahoo! Local, Google Local, and AOL City
Guide.
How to Incorporate Online Advertising Campaigns in
Your Marketing Program

Internet marketing isn’t just for consumer marketers or large B2B

firms – it’s a powerful vehicle for companies of all sizes.

Online advertising offers B2B marketers an opportunity to reach very

broad or very targeted prospects to generate leads, communicate a
message and raise visibility. In the Marketing M.O., the term “online
advertising” refers to three general types of campaigns:

• Banner ad campaigns on B2B websites

• Ads or sponsored content on targeted email newsletters
• Affiliate programs that enable other companies to put your ads on
their sites in return for commission on clicks or sales
 While a B2B marketer has a smaller universe of prospects than a
consumer marketer, the value of each prospect is typically far greater.
With a targeted campaign and a good offer, you may only need to
generate a handful of highly qualified prospects to generate substantial
revenue.

HOW TO DEVELOP A GOOD ONLINE ADVERTISMENT

Before you launch an online campaign, it’s important to have a good

website that can measure your traffic and convert visitors to prospects or
customers. It’s also helpful to address your online campaigns in your annual
marketing plan and budget

Develop a tangible goal:

For example, determine how many click-throughs or leads you need

to generate, then estimate your response rates to figure out how many
impressions you’ll need. Make sure you know how you’ll measure your
campaign as well.

Target your audience:

Profile and target your audience. You can reach a large audience with
your ad, but that doesn’t mean you should – narrow targeting means you
can speak more directly to their needs.

Create a good offer and compelling call-to-action:

Your ad needs to generate interest and get people to click through to

your website to learn more – give them a reason, a benefit. Keep your
message simple and clear.

Focus on conversion:

When you run a great ad, continue the message and momentum on
your website. Don’t drive prospects to your home page; instead, create
unique landing pages that focus on the topic you used to generate their
interest. Focus and sell!

Continually test, refine and improve:

It’s easy and inexpensive to test your online campaigns. You can test
the offer, the design of your ad, the size and location of the ad, or the sites
you choose. Start with the element that’s most important – for example,
the offer – and create two versions of the ad. Then run them against each
other to see which performs best.

When you keep testing in this way, you can greatly increase your response
over time – and that can mean a substantial increase in the number of
qualified leads and new customers you generate.

ONLINE ADVERTISING IN INDIA, OVERVEIW AND

 STATISTICS
Advertising in India can easily handle your advertising needs. You may need
to design an ad for your business, looking for placing a matrimonial
advertisement or perhaps you want to publish an advertisement in
newspaper for job recruitment.

One major benefit of online advertising is the immediate publishing of

information and content that is not limited by geography or time. To that
end, the emerging area of interactive advertising presents fresh challenges
for advertisers who have hitherto adopted an interruptive strategy.

Another benefit is the efficiency of advertiser's investment. Online

advertising allows for the customization of advertisements, including
content and posted websites. For example, AdWords and AdSense enable
ads shown on relevant web pages or aside of search results of pre-chosen
keywords. Another is the payment method. Whatever purchasing variation is
selected, the payment is usually relative with audiences' response.

Objectives

There must be clear objectives for online e advertising. Advertising may

have many purposes, so identify a specific objective for a specific online
advertising. Advertising may be designed to do the following:

• raise awareness of the company, product, or service within a clearly

identified target market

• communicate the benefits of the product or service

• generate leads for the sales force

• solicit customers through a direct response campaign

• persuade prospective customers to switch brands

• support a marketing event, such as a sale or an exhibition

• inform customers where to obtain the product

• build confidence in your organization

Again, there should be clear in advance how much is dependent on
advertising and how much is dependent on other aspects of your marketing
effort, such as the sales force.

Raise Awareness
Awareness advertising can be used if your company is entering new markets
in which you do not have an established reputation, if you are launching new
products which appeal to specific sectors of your market, or if research
shows that customers and prospects are not aware of the full extent of your
products and services.

For example, to raise awareness of its new range, one company advertised in
special interest consumer magazines designed for its target audience.
Advertisements included the telephone number of an information line.
Editorial articles in the same group of publications backed up the advertising
by providing more detailed information for consumers.

Awareness on its own will not sell products, however; if this is your
objective, you must integrate your campaign with other elements of your
marketing. Likewise, awareness among the general public is very different
from awareness in a small, specialized market, so you should be clear about
whom you are trying to reach.

Communicate Benefits
Product advertising should focus on solving the needs of your customers;
consequently, your advertising should stress the product’s benefits. This type
of advertising is important when research shows low awareness of product
benefits, if your products have recently been improved, or if you need to
counter competitors who have introduced products with similar or better
benefits.

For example, if research shows that your company’s products are perceived
as old-fashioned or poor value for the money, you need to take action to
communicate the real benefits of your products. The phrase “perception is
reality” definitely applies in advertising.
Generate Leads
The purpose of some types of advertising is to provide leads that can be
followed up by a field sales force or telemarketing team. Sometimes,
customers or prospects have a complex decision- making structure and you
cannot identify the decision makers. Advertising that generates inquiries can
identify the right people and open the door for the sales team. It can also be
used to identify prospects in new market sectors in which you do not have an
established customer base. Finally, this type of campaign can generate leads
for agents, distributors, or retailers who handle your local marketing.

Solicit Customers through Direct Response

Direct response advertising is the most measurable form of advertising and
provides a direct return in terms of incremental sales. In an increasing
number of markets, customers prefer the convenience of buying direct, and
you have to decide whether it is appropriate to bypass your existing
distribution channels.

In the personal computer market, for example, products have become

increasingly regarded as commodities, and the resulting price competition
put pressure on margins. Manufacturers found that businesses and
individuals were willing to buy personal computers “off the page” or via the
Internet. The result was a considerable growth in the level of direct sales,
and manufacturers could reduce prices by avoiding the cost of selling
through retail outlets.

Encourage Brand Switching

Advertising can play an important role in winning new customers as it
encourages them to switch brands. It helps you to increase market share or
maintain share against competitive actions and is also important if you are
introducing new products that offer greater benefits than those of your
competitors.

Support a Marketing Event

This type of advertising helps to build traffic for your special event and
insures that the event attracts the right prospects. For example, a company
that sponsors senior executive seminars as a way of building its credibility
could run advertisements in the business press to promote such a seminar.

Inform Customers Where to Obtain the Product

Advertising can help to drive business to retail outlets and can improve the
performance of your distribution network by showing the range of services
available from the outlets. It can also counter competitive action, if, for
example, customers are using other distributors to obtain spare parts and
service. In this case, advertising should show locations of retail outlets and
explain why the authorized distributor should be the first choice for
customers.

Build Customer Confidence

Capability advertising or corporate advertising is sometimes dismissed
because it is difficult to measure, but it is important to use when a company
has been undergoing significant change or is entering new markets. It also
provides support when a company is trying to win key account business or if
competitors are targeting your important current customers.

Benefits of Indian Companies

If you listen to the sceptics, you’d think there is no point to online
advertising. But visit online magazines and portals worldwide, and you’ll see
the ads of some of the most successful companies in India.

Because of the lack of such information, many advertisers were faced with a
difficulty in allocating budgets for online advertising. The use of online
advertisements in terms of time bands and space bands rather than the pay-
per-click form was a new idea in the advertisement industry world over. The
success of this concept in India would help MSN decide if it could replicate
this across other countries.
Online advertising is proving to be the most powerful and cost-effective tool
to drive traffic to your web site.Online advertising provides maximum
exposure to your products than any other form of advertising. If your
business caters mainly to the online clients or you own a web site then it
become very important to focus on online advertising as this will increase
the traffic on your web site.

There are online advertising companies that market various tools such as
pop-up ads, banner ads, traffic exchanges etc, With the advent of heavy
competition in various businesses, online advertising has become a
necessity.

You can achieve very good exposure of your website through Online
advertising. The very effective tools are SEO (search engine optimization),
classified advertisements, viral marketing, classified ads, email marketing
and many more free and paid forms of advertising.

Internet Usage and Population Statistics:

YEAR Users Population % Pen. Usage

Source
1998 1400000 1,094,870,677 0.1 % ITU
1999 2,800,000 1,094,870,677 0.3 % ITU
2000 5,500,000 1,094,870,677 0.5 % ITU
2001 7,000,000 1,094,870,677 0.7 % ITU
2002 16,500,000 1,094,870,677 1.6 % ITU
2003 22,500,000 1,094,870,677 2.1 % ITU
2004 39,200,000 1,094,870,677 3.6 % C.I.
Almanac
2005 50,600,000 1,112,225,812 4.5 % C.I. Almanac
 2006 40,000,000 1,112,225,812 3.6 % Iamai
2007 42,000,000 1,129,667,528 3.7 % AWS
Source:http://www.internetworldstats.com/asia/in.htm

Indian online advertising Agencies

Online advertising is steadily robbing the market share from traditional
media advertising. Given the potential of growth and increasing Internet
penetration in India, online advertising is set to explode in coming years.
The 38.5 million Indian Internet users, according to an IAMAI study, have
become the prime target for numerous advertisers clouding the web.

To cash in on this growth, number of online ad networks have come up in

India in last few years. Here is an overview of current pool of online ad
networks in India.

Komli: is a leading online ad network in India offering tools to Publishers to

help them manage, optimise, and make the most of their online advertising.
On the other hand, advertisers have access to millions of clients worldwide
in order to increase their consumer commitment, brand recognition, leads,
and sales. They offer different options such as CPM and performance based
CPC and CPA marketing.

Solutions to both publishers and advertisers include Komli premium

network and Komli performance network. Komli premium network offers
publishers tons of advertising formats using the newest web technologies, as
well as many top brands, and provides advertisers with rich, targeted ways to
connect with consumers.

Komli last year got $7 million funding from 3 VCs namely Nexus India
Capital along with Draper Fisher Jurvetson and Helion Ventures.

Pubmatic: Although branded separately, Pubmatic is

service offered Komli. Simply put, Pubmatic is a ad network aggregator that
helps publisher to maximize the revenue that you can earn from your web
site , and it reduces the complexity of managing multiple ad network
relationships.

Pubmatic optimises the Ads for publishers by offering the ad real estate to
the network that maximizes your earning opportunities.

Tyroo: Tyroo is an India based online advertising network that uses

proprietary targeting technology to ensure advertisers reach out to the right
websites from its inventory of publishers.

Internet company Yahoo picked up at least 35% stake in Tyroo for an

undisclosed amount in July 2007. Incubated by Delhi-based digital media
company Smile Interactive Technologies Group, Tyroo was voted as one of
the 10 most interesting startups by Business daily Mint, a part of the HT
Media group.

Recently Tyroo claimed to reach 2.5 billion Ad impressions a month.

According to Tyroo, its 2500 strong publisher network includes Perfspot,
Facebook, About.com, SantaBanta, Smashits, Yatra, and OneIndia. The
company counts Microsoft, General Motors, Pepsi, ICICI and Yahoo
amongst its advertisers.

dgm India: dgm India claims to be the largest performance based affiliate ad
network in the country. dgm India is a wholly owned subsidiary of Deal
Group Media.

dgm India offers to its advertisers affiliate program to develop a virtual sales
force using one of their turnkey affiliate marketing products, whereby
advertisers promote their products via relevant and top performing
affiliates /publishers.

For publishers, DGM India will optimize their online inventory, monitor and
evaluate performance and provide with attractive deals from all the
advertisers.

Ozone Media: Ozone Media is another online Ad network in India. Even

though they are one of the early entrants in this business, I am not sure how
they are positioned currently. Not much information is available on their site
other than that they use Accipiter’s AdManager with geo-targeting features
which helps to target campaigns to different countries and audiences.

I am really surprised that being into online advertising space they

themselves do not have much to show on their website.

PayPod: PayPod is an online ad network specifically tailored to help

advertising agencies take advantage of the digital medium. Targeted at the
advertising and publishing industry in India, PayPod’s Digital Advertising
Network solution helps deliver ads on the Internet based on geography,
context, content, gender and age group relevant to specific requirement and
target audience.

Along with online Internet advertising, PayPod has also launched mobile
advertising solutions for publishers in India.

IndiAds: IndiAds is the leading Internet advertising network for the Indian
and South Asian online community. They claim to deliver 800 million ads
per month to Indians and South-Asians living in North America, Europe and
Asia.

IndiAds offers ad serving services for websites with traffic over 20,000,000
pageviews per month. With ability to precisely target ads to any geographic
location, with greater flexibility in campaign settings, publishers are able to
acquire new advertisers and provide better results for their existing clients.

Sulekha ad network: Sulekha is another Indian ad network claiming to be

India’s No.1 Ad network reaching 2 million unique visitors a month and
10% of online global Indians.

Sulekha Ad Network has a network of 600+ websites serving Indians and

NRIs. Sulekha Ad Network influences consumer behaviour and lead to
brand awareness, lead generation and online sales by leveraging the
LARGEST ad network serving NRIs and Indians.

AdsforIndians: AdsforIndians also claims that it is the largest Indian Ad

network and came into existence in 2004.

It also claims to be the only Indian ad network, which has the advanced
technology to syndicate the text ads with pictures as well as banner ads. Ads
placed on AdsforIndians are published on all their participating partner sites
worldwide. Ads can be geo-targeted to specific countries and ad channels to
reach the targeted visitors relevant to your Advertisement.

Google ad sense: Although not Indian, it is the most popular Ad network not
only in India but worldwide. More than 5 publishers mentioned above claim
to be the largest Ad network in India. I wonder how that can be with more
than 75% market share is with Google alone!
 Other advertising agencies are,

REDPEPPER ADVERTISING: Situated in Delhi Redpepper Advertising

Agency is among the established advertising agencies in Delhi with several
years of experience in offering a comprehensive array of world class
advertising services in Delhi. We are among the renowned advertising
agencies in Delhi with specialization in the domains of full-service
advertising and marketing communication.

It offer integrated advertising services which include Print Advertising,

Graphic Design Advertising, Corporate Identity, Online advertising, and
Brand Promotion in Delhi. It also provide Photographic Advertising, FM
Radio Advertising, Brochure Design Services and Exhibition Stalls as well
as Public Relations.
MSN INDIA:
MSN India had already received advertisements from brands like Windows
media center, Sahara, Reid & Taylor, Punjab National Bank, GE country wide,
India Today, and Alliance Insurance. MSN India hoped to have in its fold at
least 500 advertisements by the end of 2006.

AD SPECIFICATION’S
Ad specifications mean advertisement specification. This means the
way one wants to place the advertisement online in the websites. The ad
specifications vary from website to website, some have very less ad
specifications where as the big websites like reddiff and yahoo has more ad
specifications.

The tariffs of advertisement depends upon how you specify the

advertisement on the website. The ad specification comes in broadly three
ways:

• The video ad
• The web banner ad
• The single text ad
Video ad:

The video ad means advertisement in the video format which can be

of any length, or sometimes it is has a standard length that again depends
upon the websites where we are advertising. The video generally should be
in flash, using flash 6 version software.

The web banner ad:

The web banner ad comes in the many sizes as offered by the website
you advertise. Its simple colour banner as we do in printing banners
normally. but here the size is very small and read in kilo byte size.

The single text ad:

The text ad does not contain and colour, picture or video. They are
simple advertisements which are hyperlinked to a page containing
information’s and they are placed in any corners or place of the webpage .

The tarrif of the advertisement depends on the following:

• THE SIZE OF THE AD

• THE LENGTH OF THE AD PERIOD
• THE TYPE OF THE AD
 AD SPECIFICATION WITH RESPECT TO REDIFF
WWW.REDIFF.COM offers the following ad specifications

• DISCUSSION BOARD AD: AD IS SPECIFIED IN THE DISCUSSION

FORUMS OF WEBSITE WHERE MANY PEOPLE LOG IN TO DISCUSS OF
THEIR FAVORITE TOPICS

• E-SCORE BOARD AD: AD IS SPECIFIED IN THE SPORTS PAGES OF

WEBSITE,SPECIALLY CRICKET SCORE PAGE. IN THE LEFT OR RIGHT

• EDITORIAL PAGE AD: AD IS SPECIFIED ON THE MAIN PAGE OF

WEBSITE SPECIALLY ON TOP.WHICH INVITES LOT OF
ATTENTION.SPECIALLY A FLASH VIDEO

• SEARCH WINDOW AD: AD IS SPECIFIED ON IMAGE SEARCH WINDOW

OF THE WEBSITE,SPECIFYING TO CRITERIA OF THE SEARCH

• INBOX BOTTOM AD: AD IS SPECIFIED ON YOUR INBOX MAIL PAGE

EITHER ON THE BOTTOM OR ABOVE

• INBOX MAIN AD: AD IS SPECIFIED ON THE IMMEDIATE PAGE WHEN

YOU OPEN YOUR MAILBOX

• INBOX POPOUNDER AD: THE AD WHICH JUMPS OUT IN ANOTHER

WINDOW WHEN U OPEN YOUR MAIL
• JUMBO AD: THE AD WHICH IS LARGE SIZE IN THE MAIN WINDOW.
EITHER A VDO OR A BANNER
 • MAIL SENT PAGE: AD IS SPECIFIED ON THE MAIL SENT SPECIFICATION
PAGE OF THE WEBSITE

• MESSENGER PAGE AD: AD IS SPECIFIED ON REDIFF BOL MESSENGER

PAGE.

• POPOUT AD: A POP OUT WINDOW APPEARS WITH JUS CURSOR

MOVEMENT ON THE BANNER

• ROS-BOX AD: AD DISPLAYED AS SMALL SQUARES IN THE SIDE OF THE

PAGE

• SLUGGY TEXT AD: AD IS SPECIFIED AS SINGLE TEXT HYPERLIKED TO

ANOTHER PAGE

• TOWER AD: AD IS SPECIFIED LIKE TALL TOWER SHAPE.CONTAINING

INFORMATION

Purchasing variations:

The three most common ways in which online advertising is

purchased are
• CPM
• CPC
• CPA.
CPM (Cost Per Impression)
Where advertisers pay for exposure of their message to a specific
audience. CPM costs are priced per thousand impressions, or loads of an
advertisement. However, some impressions may not be counted, such as a
reload or internal user action. The M in the acronym is the Roman numeral
for one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under)
Where advertisers pay for the delivery of a Targeted Visitor to the
advertisers website.

CPC (Cost Per Click):

Also known as Pay per click (PPC). Advertisers pay each time a user
clicks on their listing and is redirected to their website. They do not actually
pay for the listing, but only when the listing is clicked on. This system allows
advertising specialists to refine searches and gain information about their
market. Under the Pay per click pricing system, advertisers pay for the right
to be listed under a series of target rich words that direct relevant traffic to
their website, and pay only when someone clicks on their listing which links
directly to their website. CPC differs from CPV in that each click is paid for
regardless of whether the user makes it to the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising is
performance based and is common in the affiliate marketing sector of the
business. In this payment scheme, the publisher takes all the risk of running
the ad, and the advertiser pays only for the amount of users who complete
a transaction, such as a purchase or sign-up. This is the best type of rate to
pay for banner advertisements and the worst type of rate to charge.
Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and
is based on the user completing a form, registering for a newsletter or some
other action that the merchant feels will lead to a sale. Also common, CPO
(Cost Per Order) advertising is based on each time an order is transacted.
Cost per conversion Describes the cost of acquiring a customer,
typically calculated by dividing the total cost of an ad campaign by the
number of conversions. The definition of "Conversion" varies depending on
the situation: it is sometimes considered to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action pricing first
introduced in March 2008. Differing from cost-per-impression or cost-per-
click models, a CPE model means advertising impressions are free and
advertisers pay only when a user engages with their specific ad unit.
Engagement is defined as a user interacting with an ad in any number of
ways.
 HOW GOOGLE MAKES MONEY??

I was checking our referrer stats and noticed quite a few queries
lately relating to how Google makes money. In fact many of the queries are
“how does google make money”. So I thought I'd write this article
explaining what it is that Google does that makes them so much money.

In 2005 Google's revenues were over $6 billion on which they earned

about $1.5 billion in net income. This is a far cry from larger companies like
ExxonMobile which made over $25 billion profit.

But in just a short time Google has increased its value to over $110
billion, putting it on par (in value) with the likes of Cisco Systems, Nestle and
Coca-Cola.

So the obvious question is - how can Google make so much money?

Well, Google makes most of its money through the sale of ads. In
fact, of the company's $6.2 billion in revenue in 2005, over $6 billion is from
the ads.

Imagine that - Google can make so much money from ads which cost
from a few pennies, to a few dollars per click.

But it's not just the ads which help influence its value. Sure it makes
most of its money from the ads, but Google's share price is also strong and
has been since it went public. Google's shares are now worth over $350
each. Considering they opened at between $80 and $100 per share you can
see how much the company has earned just from selling shares in itself.
And the value of those shares is largely determined by the revenue earned
from advertising. If we make some assumptions we can guess the traffic
generated by Google.
 For example, if we assume the average cost per click is a quarter (25
cents) then Google received about 24 billion ad clicks. That works out to
about 60 million paid clicks per day, which means Google earns about $15
million per day on paid advertising!

Granted, the company also has some large costs, but essentially
Google earns millions per day from the ad network they have.

And remember that the ads you see on Google are not only on
Google.

Google also has a program called “AdSense” which allows individual

webmasters and site owners to place Google ads on their sites and earn a
percentage on every click. From these types of ads there are reports that
site owners have earned more than $1 million per year on Google ad clicks.

In addition to this Google also has partnerships with other large sites
such as AOL which also display Google ads and take a percentage of every
click.

But in every case where Google ads appear on other sites, you can
pretty much be guaranteed that Google earns the lions share of those
clicks.

TERMINOLOGIES
ADWORDS:
AdWords is Google's flagship advertising product and main source of
revenue ($16.4 billion in 2007). AdWords offers pay-per-click (PPC)
advertising, and site-targeted advertising for both text and banner ads. The
AdWords program includes local, national, and international distribution.
Google's text advertisements are short, consisting of one title line and two
content text lines. Image ads can be one of several different Interactive
Advertising Bureau (IAB) standard sizes.
Pay-Per-Click advertisements (PPC)

Advertisers specify the words that should trigger their ads and the
maximum amount they are willing to pay per click. When a user searches
Google's search engine on www.google.com or the relevant local/national
google server (e.g. www.google.fr for France), ads (also known as creatives
by Google) for relevant words are shown as "sponsored links" on the right
side of the screen, and sometimes above the main search results.

The ordering of the paid-for listings depends on other advertisers'

bids (PPC) and the "quality score" of all ads shown for a given search. The
quality score is calculated by historical click-through rates, relevance of an
advertiser's ad text and keywords, an advertiser's account history, and other
relevance factors as determined by Google. The quality score is also used by
Google to set the minimum bids for an advertiser's keywords. The minimum
bid takes into consideration the quality of the landing page as well, which
includes the relevancy and originality of content, navigability, and
transparency into the nature of the business. Though Google has released a
list of full guidelines for sites, the precise formula and meaning of relevance
and its definition is in part secret to Google and the parameters used can
change dynamically.

The auction mechanism that determines the order of the ads has been
described as a Generalized second-price auction. This is claimed to have the
property that the participants do not necessarily fare best when they
truthfully reveal any private information asked for by the auction
mechanism (in this case, the value of the keyword to them, in the form of a
"truthful" bid).
SEARCH ENGINE OPTIMIZATION:
Search engine optimization (SEO) is the process of improving the
volume or quality of traffic to a web site from search engines via "natural"
("organic" or "algorithmic") search results. Typically, the earlier a site
appears in the search results list, the more visitors it will receive from the
search engine. SEO may target different kinds of search, including image
search, local search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines

work and what people search for. Optimizing a website primarily involves
editing its content and HTML coding to both increase its relevance to
specific keywords and to remove barriers to the indexing activities of search
engines.

The acronym "SEO" can also refer to "search engine optimizers," a

term adopted by an industry of consultants who carry out optimization
projects on behalf of clients, and by employees who perform SEO services
in-house. Search engine optimizers may offer SEO as a stand-alone service
or as a part of a broader marketing campaign. Because effective SEO may
require changes to the HTML source code of a site, SEO tactics may be
incorporated into web site development and design. The term "search
engine friendly" may be used to describe web site designs, menus, content
management systems and shopping carts that are easy to optimize.

Another class of techniques, known as black hat SEO or Spamdexing,

use methods such as link farms and keyword stuffing that degrade both the
relevance of search results and the user-experience of search engines.
Search engines look for sites that employ these techniques in order to
remove them from their indices.

Screwgle™ - Google's new ad revenue model

Google's strict code of secrecy calls for extra silence when the subject is
AdWords, the epic money-making machine fueling the company's drive
towards world domination. But sometimes, the truth slips out.

Earlier this month, during Google's all-important quarterly earnings call, a

financial analyst outed the company's plans to squeeze who knows how
many extra dollars from the world's online advertisers. Though no one
seems to have noticed, this astute money man mentioned "Automatic
Matching."

"Automatic Matching" is an AdWords beta program that Google launched

ever so quietly at the end of February. Via email, the search giant notified
an unknown number of advertisers that if they ever failed to spend their
daily ad budget, this new feature would automatically spend it for them.

With Ad Words, you arrange for your very own text ads to appear in
response to Google keyword searches. The program is billed as an auction.
You bid for a particular term or collection of terms - "chia pet," say, or
"suppositories" - and if you bid high enough, your ad will turn up each time
a web surfer searches on those words. And each time someone clicks on
your ad, you pay Google a fee somewhere beneath your bid - until you
reach your daily budget.

Of course, if a relatively small number of surfers search on your keywords,

you won't reach your daily budget. And that's where Automatic Matching
kicks in. When Auto Match is turned on - and it was turned on by default
with many (if not all) beta-testers - AdWords automatically spends your
unused budget on keyword searches you aren't actually bidding on.

"Automatic Matching automatically extends your campaign's reach by using

surplus budget to serve your ads on relevant search queries that are not
already triggered by your keyword lists," reads Google's email to beta
testers. "For example, if you sold Adidas shoes on your website, Automatic
Matching would automatically crawl your landing page and target your
campaigns to queries such as 'shoes,' 'adidas,' 'athletic,' etc., and less
obvious ones such as 'slippers' that our system has determined will benefit
you and likely lead to a conversion on your site."

Naturally, this boosts Google's bottom line. But as search marketing

consultant Dan Theis has pointed out, it doesn't exactly benefit the average
advertiser.

"They're offering you the exciting opportunity to bleed every penny

of your budget every day, advertising against keywords that you didn't want
to bid on," Theis says, before unloading the sarcasm. "Sure, if I sell Adidas
shoes, why wouldn't I want to get some traffic from people who searched
for slippers? I mean, it's not like I'm trying to turn a profit or anything,
right?"

Well, midway through that Google earnings call, Bank of America

analyst Brian Pitts popped up to ask about the progress of Auto Match -
which Google has yet to publicly acknowledge with anything more than
some extra words on its AdWords help pages.

"You expanded Auto Match to more advertisers this quarter. Do you

see this as a significant driver of coverage going forward?" Pitts asked,
referring to the number of Google results pages that include ads. If more
pages include ads, then Google gets more paid clicks. And more paid clicks
mean more revenue.

BIBIOGRAPHY:
• WWW.SLIDESHARE.COM
• www.ibef.org/download/JuxtConsultIndiaOnline.pdf
• https://adwords.google.com/select/AdSenseLoginToA
dWords
• http://www.marketingmo.com/3-generate-and-
manage-customers/how-to-incorporate-online-
advertising-campaigns-in-your-marketing-program/
• http://www.impliedbydesign.com/articles/the-
advantages-of-internet-advertising-vs-traditional-
advertising.html
• http://www.brownbearmedia.com/seo-
articles/advantagesonline.php
• http://wiki.media-
culture.org.au/index.php/Online_Advertising_-
_Advantages_and_Disadvantages
• http://www.articlealley.com/article_690918_81.html