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Each “Class” of Service Delivers a Little More Comfort When Trying to Make an Impression on Web Visitors. Digital advertising is like aircraft seating, according to global food advertising network Gourmet Ads. Like passengers boarding an airplane, companies that are advertising their products online can expect “leg room” and service commensurate with what class they’ve chosen, says the founder of a global digital advertising network. Online ad buyers – including advertising agencies, brands direct, Demand Side Platforms (DSPs) or retargeters – can generally find four “classes of seating,” says Christie. For those who want the best experience with no expense spared, that is, to make the strongest impression, the First Class cabin includes those advertising techniques that are proven to capture the most attention.
Not everyone can spring for First Class, so Business Class would typically include a very comfortable assortment of advertising options to build brand awareness – all beyond the banner.
Examples might include sponsored blogs, where website bloggers write entries about your brand in a conversational style. Premium Economy is the sweet spot for the increasingly popular private ad exchange, offering a range of appealing options for the rank-and-file flier. In Premium Economy, programmatic buyers might be offered first look at inventory, effectively cherry picking the visitors they want from a variety of tiers, in real time, at rates that are generally dictated by supply and demand. Like basic seating on an airline, Coach Class will get you to your desired destination – an online ad presence – with few perks. Digital advertising is like aircraft seating, according to global food advertising network Gourmet Ads.This infographic illustrates the four "classes" of online advertising.
Reach out to the author: contact and available social following information is listed in the top-right of all news releases. As other forms of advertising are losing their effectiveness, digital advertising has become the new hot media.
Digital marketing is the catch all term for the marketing methodologies used on the net today. If you're serious about branding your company and substantially increasing your revenues call Derek Mansfield on 01784 460064 or skype derekm_mwp. Bold Endeavours presented DPP Motion, a footage library developed on the brand new BEFLS V. TheTake is a web service and app which allows its users to identify and buy things they saw in movies.
Over the past decade, display advertising has evolved from being static display ads to engaging formats across multiple platforms with numerous features from dynamic messaging to interactive video. Schedule a presentation, tell us about your marketing goals, find our offices or just to say hello. Search is the primary research resource during all phases of the purchase funnel, but the landscape of search marketing is changing, making search no longer a strategy that can be considered solely on its own.
Overdrive Interactive has released the eBook version of the agency’s Digital Advertising Guide on the Overdrive website.
As an integrated digital marketing firm, part of Overdrive’s mission is to provide educational support for its clients who are actively transforming their marketing departments to become more digital-centric. Harry J Gold, CEO of Overdrive, explained, “The reality is that every marketer needs to know digital marketing in order to be a great marketer. Each section includes an overview that briefly explains its main topic and then provides details, specifications and examples that are easy to understand. Overdrive Interactive is an award-winning digital marketing agency that helps leading companies compete and win in the online space. Native advertising is set to grow exponentially over the next three years, by 2018 native ad spend  will reach $21B, an incredible 347% increase from just 5 years prior. Google Desktop Mirrors Mobile Experience – Now Only Showing 7 Ads Google Advertising has had a major modification to how it will display your ads, with desktop search result pages to begin mirroring the mobile user experience.
Guess which were the most talked-about brands of the year 2015 and win exciting prizes (Hurry!
Backgrounds Skins, running across multiple sites, not only provide advertisers a great branding experience, but encourage high levels of user engagement, especially when paired with a 100 percent share-of-voice Roadblock. Or Contextual Advertising solutions, which allow advertisers to own keywords that are most likely to be searched.
World wide web did not arrive in 95 but rather in 93 and got popular with the launch of the first browser mosaic, which got no mention at all, nor did netscape etc… Also, goggle was launched in 98 and already had articles in PC mag describing how powerful their search results were.
Search engine optimization (SEO) is still a very valuable tactic, but it is becoming ever more intertwined with social media marketing, with the two working together to create the brand experiences that define the Critical Moments of a branded search.
This free guide includes over 85 pages of descriptions, explanations, examples and images from the world of digital and online advertising.


So in addition to developing curricula around topics that include digital strategy, search, social and online advertising, Overdrive has produced a quick guide to help its clients become more conversant and proficient in the language of digital marketing. Readers will learn about, and develop a fundamental understanding of, a number of different options available in today’s digital advertising landscape.
Founded in 2001, the agency has developed into an integrated digital shop that delivers brand building, customer acquisition and lead generation programs utilizing search marketing, social media marketing, online media buying, analytics and world class creative services. Native has the potential to change the face of advertising as we have grown accustomed to, but just WHAT exactly is native advertising?
Many clients still seem unsure about what exactly they want from digital advertising, when they brief agencies. Although it started developing in the late '90s, a decade-and-a-half is a lifetime in digital.
Gourmet Ads develops customized advertising solutions from regular IAB units, to portal type solutions such as background skins, roadblocks and interstitials which go beyond the banner. As someone mentionned before rightly, this must have been done by someone who clearly was not around in the 90′s! The guide covers ad formats including banners, rich media, video, mobile, search and social, as well as targeting and pricing models, ad serving, tracking and attribution modeling and more!
This guide is not only a vital asset for beginners who are trying to become more conversant with their digital counterparts and vendors, but also a valuable resource for experts who are trying to fill in any lingering gaps in their knowledge of the digital advertising world.
You must not reproduce, duplicate, copy, sell, resell or exploit any material on the Website for any commercial purposes. This led to the evolution of a digital arm within traditional agencies, followed by dedicated digital agencies that helped clients market their brands online.However, as time went by, the newly setup digital agencies started to discover that it was a hard business. When it came to digital, marketers were brave enough to allot a particular amount for the medium, but that was about it. Elaborate briefs were primarily meant for other media - digital agencies were asked to carry the same brief forward. There were largely requests for adaptations of a television campaign or an existing ATL (above the line) story. Marketers started experimenting in project-based approaches, than a full-fledged brand philosophy aligned to what digital offers as a medium.
That shouldn't be a surprise given that digital constitutes 7-8 per cent of advertising and marketing spend, across most Indian brands.The only change that might have surfaced is that, today, briefs come to agencies at the same time that they are shared with the traditional agencies and not as an afterthought. Most briefs fall into two categories - digital adaptation of an existing campaign, or digital ideas for a brand campaign. Some informed big brands make it a part of their annual campaign brief, others send in separate briefs for product launches, new positioning or to simply engage better with their audience.
More brands share business objectives and seek agency recommendations, than ask for just a social media page or a microsite.Kotak Mahindra Bank recently launched a digital-only campaign that was targeted at those who had corporate salary accounts with the bank.
The campaign promoted a plan that gave such customers an additional interest of two per cent, over and above the annual increment that the customer got from his company. We were sure that, in this case, TV, print or even radio wouldn't have worked," explains Karthi Marshan, executive vice president & head - group marketing Kotak Mahindra Bank.For many brands, however, the digital brief has ceased being a brief.
In a fast evolving digital media environment, marketers believe that they cannot wait for agencies to come up with ideas after the brief has been made.
In case of big campaigns, we meet the agency and brainstorm," states Simeran Bhasin, marketing head, Fastrack and New Brands, Titan Industries.
Agencies, on the other hand, feel that brands still need to construct briefs that have a deeper understanding of their users and business. Hitting the 'Like' buttonThe social media rage got many brands interested in investing on 'digital'. Having a social network presence was a natural extension for us," declares Anshu Bagai, CMO and head, Institutional Sales, Tupperware.Even within social media, most client briefs become a 'do-something-for-us-on-Facebook'.
Most of them lack clarity on exactly what the brand wants to achieve, even if it is just Facebook. Tata Docomo, for instance, has 13 million likes on Facebook, but little activity.According to a study on social media engagement, conducted by Ketchum Sampark in August 2012, of 100 Indian brands surveyed, engagement levels (number of people talking about a brand's page) for 41 were lower than 2 per cent of the fan base. Coca-Cola, the largest brand on Facebook, has an engagement level that is barely over two per cent.
In other words, only one in 50 was talking about the brand.Brands are doing something about this. Tushar Vyas, managing partner, South Asia, GroupM, explains that one of the formats GroupM follows is a hybrid one where, it has digital implants or agency-cum-client teams to create capabilities.
The agency came up with the idea to launch a campaign that challenges users that, if they increase the number of likes to 10 million in 30 days, the brand would change its name, thus driving activity from the users.


The verdict will be out soon.Marketers have slowly started believing that agencies have to develop closer relationships with brands, when it comes to digital.
Recently, Kotak Mahindra wanted to find out what it could do around the IPL and invited all its partners for a brainstorming session in a cricket-themed amusement park in Mumbai.
Those marketers who are clued in, identify a problem, demand the best solution and even suggest digital tools.
They are also willing to look at multiple options and want agencies to explore opportunities fully.The argument for going soloMany marketers are increasingly finding themselves facing a dilemma - should they use the expertise of an external agency at all? Many are building internal teams to develop interactive campaigns and want access to campaign data. Agencies also try to evade the data part while presenting ideas, since clients tend to point to one success story and ask them to generate a campaign that can guarantee similar response. A case in point is when clients ask for a 'Kolaveri'.What they tend to overlook is that Kolaveri was an instant hit because of the content it had - aligning the same with a brand-specific message might not work well. Boost tried to replicate the same with Dhanush singing a Sachin anthem, but it failed miserably to recreate the magic. Even for Kolaveri, few remember the name of the film it was promoting or the production house.Brands do need the agency's expertise in implementing a campaign.
There is more flexibility in this option - you can change agencies easily which is not the case when you hire a permanent internal digital team. At times, marketers complain that when consumer feedback comes to the agencies through social media, they fail to respond properly to this and that is where the in-house marketing team comes in handy.De-briefingAccording to a survey conducted by CMO Council and Adobe, 20 per cent of marketers in the APAC region will spend at least a fourth of their budget (in 2013) on digital.
Agencies argue that brands need to develop a deeper, stronger focus on long-term branding and objectives and a brief needs to take into account who it is informing.
On the other hand, brands are ready to invest more, only when the agency comes up with a concrete idea and plan. For marketers looking to use the web and related media, such as mobiles, a brief needs to be digital-platform agnostic and focused on what the consumer is demanding from the brand on the medium.Marketers need to know where their audience is spending most of its time online, along with figuring out which device or browser it is using or what they are talking about and when.
When the person who constructs the brief uses this filter, they end up creating something that offers better value," explains Rao of Webchutney.With digital penetration, consumer touchpoints have increased and brands need to make sure that they are present everywhere, take consumer queries head-on and develop a brief that is sharply focussed. For successful digital marketing, the agency-client partnership has to continue even more closely. It was so, so different back then.Marketers have had a difficult time coping with the change that digital has wrought.
A decade ago, there was hardly any digital spend because the number of Indians online was negligible. Now with the number of people online crossing 100 million, it has become a mainstream medium.Once upon a time, digital agencies weren't even invited for a briefing to the same table as traditional agencies.
They were an afterthought and got to know what they were supposed to well after everyone else. Digital agencies' favourite complaint is that they are generally expected to render what is, effectively, a digital version of what the TVC does. The marketer doesn't takes into account either the medium's pliability or its interactivity.The counter argument is that if the point of communication is to hit the consumer with exactly the same message across media, why should an exception be made for online? Moreover, marketers have dealt with mostly small digital agencies and their ability to understand branding issues is suspect. However, as independent digital agencies get acquired by agency networks, their credibility will grow.Another area of contention between the two relates to measurability. They are apprehensive that the moment measurability comes into play, clients are apt to say, 'Let's do a kolaveri di' without bothering to understand why something may not work for a brand.
Clients, in turn, resent what they see as agencies obstructing - or worse, lying about - measurement. Agencies are bound to lose this particular round because like it or not, the medium is inherently measurable.All of this is work in progress. Both marketers and agencies are still in the process of getting the most from the medium while defining their relationship at the same time. If we did the same cover story five years from now, I am sure it would read differently.SREEKANT KHANDEKARTo download the PDF version of the article, click here.



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