Posts tagged ‘Publishers’
List of Technology articles submission Portals.
If we want our articles to get reviewed, or would like to share it with more and more users.
Then the best places to submit the articles are.
Though there are hundreds of other sites also. But these are some of them which stand apart. If you can think of more sites, which have more then 5K unique visitors/day coming to them. Push it to me, and i will try to edit the list.
New Media Advertising!
Sales and Marketing started with the Door to Door Sales. Salesmen usually learned their way from the experiences. They were apt to answer any query; they had a thorough knowledge of the product.
Then mail order, Print and TV advertisement came, also known as conventional marketing. The sales were done through advertisement. And advertising is known as multiplied salesmanship. Lot of thought of campaign managers went through the creative. They were trying hard to sell the product to the masses. The Ad used to be designed, taking care of the broader masses and demographics. The managers spent time to optimize the space and time to create an awareness, interest, consideration and trial (AICT). And they were able to get hold of larger mass with less cost. It became a boom. The Ad spending started increasing and so the sales because of them. Companies started venturing into the different geographies, the cost to reach the new customer was low and local know how was minimum to create a demand.
Now time is changing. New media is emerging. We can already feel the slow transition from conventional to new media. New Media brings more opportunity to advertisers. But why are we talking about new media? New media is future; it is digital, clearer and less costly. In no time new media will gain over Print and TV. They will be replaced by Internet and IPTV. Apart from being more clear and cost effective, new media will provide something which none of the mediums have provided above. They will provide us with measurement and control.
Measurement: Ability to measure the exact number of times a particular ad shown to a particular user in a particular region, with specific interest. A particular user means someone who is male/female with age.
Control: When we can measure all the above parameters, that mean there has to be way, where I can control them. Yes there are ways.
With New Media, Advertisement not only becomes cheap but very much effective. That means advertisement cost per sale goes down.
Now the big question: How do we tackle this? What can be the best strategy to create an effective ad? Simple, let’s go back few decade back, where salesmanship was the king. Yes man to man. And now it becomes ad to man, not men.
Eleven pointers to work upon!
- Every creative will be very precise and to the point.
- Creative will be created based on the user profiles
- User profile can vary, based on demographics, Time, Region and the user preferences.
- Most importantly online user Psychic need to be figured out.
- Creative displayed will change with the change in user.
- There will no wastage of time and space, in terms of showing the same ad to the same user. Maximum an ad will be shown 5-10 times.
- Assuming ad to be a sales person. Now ad will have only few seconds to convince the user and more importantly to grab his attention.
- Lot of experimentation, test can be concluded without wasting the money and brand image.
- Space will be a constraint. Lot of time will be spent on space optimization. Though it is not done today (Digital media)
- Once a user attention is grabbed. There is lot of information and facts, which can be bombarded to him, for the final sale.
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With online sales, lot of problems with distribution and dealers can be solved.
Retargeting
Lot and lot of hype is there on Retargeting on internet. I am trying to clear some of the myths, some of the confusion and ways to implement it.
what is targeting?
It is connecting the right user for the right product.
What is retargeting?
connecting the same user again for the same product or for the different product which might be of interest to the user.
How do we implement this?
Implementing it on internet is very easy, internet is about measurement, analysis and controlling.
Measurement, What need to be measured?
We measure the activities of the internet user.
How do we do this?
We measure it by the help of cookie. Cookie can tell us, where all the internet user has visited, clicked on which all ads. Once we know his interest, bang we can retarget him.
How do we analyze this data?
suppose the user clicks on Matrimonial ad, and then he go ahead and gather the info about the product. but he never purchased the product.
how do we analyze the data for retargeting?
we know his interest, and his willingness to buy a product. we can now retarget him for the same product again and again, till the time he don’t purchase it. Wow we have a sale now. and sale is what we wanted.
Here a little more we can add to this. since he has already purchased a matrimonial service, what more can we offer? can we offer him a loan. Yes we can, since he is getting married, he might need some finance. Lets offer him a personal loan.
and bingo, right on the bull’s eye.
Amazing, now this is where technology helps. we do this with the help of a pixel and a cookie, and some servers.
Who all can make use of retargeting?
Some of the good portals, where e-commerce, e-business is the prime source of revenue. like e-bay, Amazon, Rediff, Indiatimes shopping, comparison shopping and many more sites like these.
Adnetworks, Ad serving platforms like Right Media, Real Media, Double Click, Zedo.
Why Video Ad Network in India?
Gabbar is pretty inquisitive in nature. On his recent visit to internet he tumbled on online video network.
Now what? He called all his IT engineers and kidnapped our so called Thakur Saab. And he starts pushing him for the answers.
Thakur as usual is pretty cool with gabber. It is now a common habit of gabber to kidnaphim now and then.
Following are the excerpts from the fierce conversation between them.
Gabbar: What is a Video Ad Network?
Thakur: Video Ad network is an entity which connects video advertisement to the publisher who are willing to play videos on their sites.
Gabbar: how do you measure the return on investment by an advertiser?
Thakur: this is measured with help of KPI’s like number of unique views.
Gabbar: What are the total number of views per month in India?
Thakur: it is approx 15m per month.
Gabbar: How it is calculated?
Thakur: approx there are 5-6 m broadband connection. Assuming at least 3-4 users share a connection on an average. So in total there are at least 15million users in India per month.
Gabbar: how do I create this business? Or which all entities are involved in the lifecycle of video ad serving?
Thakur: Dekh Gabbar (look gabber), there is an advertiser, {an Agency, Network}, content provider, publisher. In general there are three entities. But a fourth and fifth entities (agency or network) are also involved as service providers.
Gabbar: how do I make money from this?
Thakur: you can do so, by becoming the service provider.
Gabbar: What is the cost involved in this?
Thakur: we can divide the cost into following sections.
- Cost of content
- Share of publisher
- Cost of technology and Serving
- Cost of dealer (agency)
Gabbar: Elaborate more?
Thakur: cost of technology and serving,
Bandwidth cost
Cost of bandwidth approx = Rs 7/Gb
Bandwidth usage for one video ad =
Video ad, if played twice (pre and post rolls) = 5 * 2 = 10 mb,
If placing a banner with the Ad = 1 * 2=2 mb.
Size of the content video = 30 mb
Total bandwidth usage = 10 + 2 + 30 = 42 mb
Cost of serving 42 mb = 7*42/1024 = 0.2871
Cost of serving a two ad (pre roll, post roll)= Paise 28 / video
Therefore cost of thousand impression = 0.28 * 1000/2 = Rs 140
Tech Cost
Cost of technology, it can be either a third party cost,
In that case the cost will be included in the bandwidth + tech cost.
Here the big companies charges somewhere in between 34 paisa for serving a video with 2 ads,
That makes the total cost of serving + technology to Rs 170.
Can use some free open source software also for this, to save Rs 30 for every thousand impression
: Cost of content and share of publishers
generally cost of content and payoff to publisher is a variable payout.
Depending @ the campaign is coming it gets distributed. A good publisher who owns the content and the site, will charge somewhere around Rs 150 to 300 CPM.
Agency cost
they will charge somewhere b/w 10 to 30 %. For a high CPM campaign they can charge from Rs 50 – 200.
Gabbar: What are the profits?
Thakur: after summing everything, the
Profit Calculations are
As a Network/Agency
CPM cost of average to good campaign = 750 – 1000
Agency Commission 25% average = 180 – 250
Tech cost = 170 – 170
Publisher 25% average = 180 – 250
Content 25% average = 180 – 250
On a average campaign the Agency/Network gains around, 750 – 180-180 -170 =Rs 220
on a good campaign, 1000 – 250-250 -170 = Rs 330
Gabbar: Then what is the profit %?
Thakur: That you calculate yourself, apart from this there is operating cost + sales cost for a servicing entity. Or ask your viewers. Look Jay and Veru are here, I am going now.
Ad Networks
After moving from Automobile engineering to GIS to Construction domain, i am now @ internet industry. Creativity, multimedia, graphics had always intrigued me.
From creating a 2D map to modelling 3D models had me quizzing in geometry, space and vectors.
I solved a transport problem in ASL, using directed graph, networks and shortest path solution (actually a heuristic solution, which was customized on top of greedy algo), and then again in Eigen we got into scenegraph, which is also a directed network of nodes.
When given the assignment of Ad Network, I tried to bring out the analogy behind this Network and other networks I had worked on.
Networks are also a bridge across the demand as supply, as studied in operations.
For an Ad network we have Demand as well as a Supply, now we always aim to connect both of them. And there is a well directed graph which connects our supply and demand.
The network shown here is the simplest of all networks one can obtain. We can always put the complexity between the network, by putting more nodes and edges to the network.
The problem posted above is a demand supply problem, where one has to optimise the path taken to reach the other end; this network problem can be solved using directed graphs or maybe other better data structures.
Most of the Ad Networks try to solve this problem, some does that using programming, while some agency does it by analysing the HIT and Trial method, and push around with “What Does Best for Them”.
