Neo@Ogilvy 200 9 ACKNOWLEDGEMENT

This study is a result of efforts, time and skills contributed immensely towards its completion. I would like to take this opportunity to thank all of those who have worked towards successful completion of this project.

I would like to thank MR Avinash Saxena, for his support and guidance throughout my internship. I would like to thank him for helping me to understand the digital media industry and also for giving me an opportunity to give me this project as it helped me gain a lot of knowledge & sights pertaining to Digital media planning.

I acknowledge the help extended to me by all the associates of Neo Ogilvy, who lend their helping hand and nourishment during summer training information required for my project.

me

& provided me with

Above all no words can express my feeling to my guardian, my friends &all those who supported me all through my project. Moreover this achievement moral support and blessings of my parents and teachers. is entirely due to the

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Neo@Ogilvy 200 9 Executive summary

This report covers various aspects of DIGITAL MEDIA PLANNING which is generally used by any digital advertising agency. In the first part of the report I have given a detailed overview of the digital media, its various forms and then I have gone deeper about the most used digital media i.e Online internet and mobile phones. In online internet I have given a brief view about the penetration of internet in India. Then I have tried to cover about mobile marketing, the various marketing options and the reach of mobile in India. Then I have explained what is online media buying and planning, the various aspects related to it like the digital advertising revenue, different buying options, their pros and cons, the source of buying and then I have briefed about various media mix. So it helps us to understand the buying process and the various buying model like CPM, CPL, CPC, flat sponsorship etc. Then I have explained the job of a digital media planner. It describes the entire process of how or what is the profile of a digital media planner in neo Ogilvy. This is about my insight which I got while working as a trainee with my team. Then I have started with the two major media plans which I have made in the process of my internship. The first media plan is of Vodafone client and the second is of Meru client. In this I have explained about the client, the product of which campaigning was suppose to be done, the research methodology which I had used to analyze the media consumption habits of my target group, then have given description about various digital media tools, then the findings related to our TG, then the suited Genere and accordingly have specified about the recommendation related to Generes, the media sites, the property and then I have given the entire media plan which I ahd recommended to our client and then have mentioned about the respective execution, delivery and further recommendation. Then I have given a brief description about the Sakshi campaign which I had taken live and executed the entire campaign which was one month long. Then I have given in brief the recommendation of the activities which we can carry out for the client Spykar at the time of pitching.
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So to make it short this report covers my whole journey as a trainee as in Neo Ogilvy.

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Neo@Ogilvy 200 9 Company background

The most local of the internationals, the most international of the locals What has always defined Ogilvy & Mather Worldwide is its ability to build brands.

The difference is that building brands today requires a keen understanding of how new communications technology, new channels, and vibrant creativity combine. This is a world where the consumer is now in control, and consumer insight is paramount, and so the quality and diversity of our people are vital. A contemporary outlook and true cultural attunement are much more important in a world where there is a new mandate for our business. That mandate is integrated communications and our response, what we call 360 Degree Brand Stewardship , means a willingness to use the broadest array of tools and techniques to understand, develop and enhance the relationship between a consumer and a brand.

We do this on both a local and a global scale. Local 360 Degree Brand Stewardship keeps the agency fully rooted in the marketplace, attracting top local clients and the best people to work on them. This keeps our understanding of the local consumer and marketplace intimate.

Global 360 Degree Brand Stewardship is a marriage of local know-how with a worldwide network capable of articulating brands as they cross borders - vital to the growing number of multinational clients seeking to leverage their powerful brands in new markets around the world.

Ogilvy & Mather Worldwide is a subsidiary of WPP Group plc (NASDAQ: WPPGY). For more information, go to http://www.wpp.com.

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Neo@Ogilvy 200 9

Ogilvy Worldwide Board

One jumps out of planes to relax. Another has won an Olympic gold medal. An ex-rock star. A philanthropist. A marathon runner and a gourmet chef. The thirty people who sit on our Worldwide Board of Directors have backgrounds as diverse as the work in our creative portfolio. Representing six continents, their experience is vast, their expertise unparalleled. Advertising. Direct marketing. Production. Corporate Identity. Design. At Ogilvy, we believe in dynamic leadership that's truly global, that helps us deliver first-class work in a first-class way.

Neo@Ogilvy
A fully integrated division of OgilvyOne Worldwide, Neo@Ogilvy is a full-service digital and direct media company servicing blue-chip clients such as IBM, American Express, Cisco, TDAmeritrade, SAP, Allstate and Yahoo!. Neo@Ogilvy provides clients with a full range of digital and direct media planning and buying, search marketing, research, analytics and emerging platform services

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Neo@Ogilvy 200 9 The objective of the Report

The main objective of the summer internship was to understand the digital media planning and to understand the working of digital media house. To understand the digital media industry as a whole, to study the penetration of the digital media in India and to also study the factors responsible for the growth of digital media. To understand the entire media planning and buying process in the digital media. To prepare and make the media recommendation for the two important client i.e the Vodafone and Meru.

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Introduction
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image" . For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards and mail or post. Advertising is often placed by an advertising agency on behalf of a company or other organization. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. One way to measure advertising effectiveness is known as Ad Tracking. This advertising research methodology measures shifts in target market perceptions about the brand and product or service. These shifts in perception are plotted against the consumers levels of exposure to the companys advertisements and promotions. The purpose of Ad Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the effectiveness of the media buy or targeting, and the quality of the advertising executions or creative.
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The fact that marketers are looking at increasing their digital marketing The efforts is highly an encouraging. Internet provides

appropriate and effective platform for consumer marketing, communication and engagement. Marketers also need to embrace the medium on its current strength and not on its perceived weakness. They need to broaden their horizon beyond reaching consumers on the net and beyond generating leads.

Consumer goods and services companies must see the digital marketing platform from the right side of the telescope that spending money online has minimum waste value and therefore maximum bang for the buck. At the end of the day, marketing communication is not about reaching customers it is about reaching customers and staying at the top of their minds. The Internet provides them the most cost-effective way of staying top of mind amongst their most profitable customers.
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Digital media (as opposed to analog media) usually refers to electronic media that
work on digital codes. Today, computing is primarily based on the binary numeral system. In this case digital refers to the discrete states of "0" and "1" for representing arbitrary data. Computers are machines that (usually) interpret binary digital data as information and thus represent the predominating class of digital information processing machines. Digital media ("Formats for presenting information" according to Wiktionary:media) like digital audio, digital video and other digital "content" can be created, referred to and distributed via digital information processing machines. Digital media represents a profound change from previous (analog) media. According to Schmid, media can basically be defined as follows: They are enablers of interaction, i.e. they allow for exchange, particularly the communicative exchange between agents. Examples of digital media The following list of digital media is based on a rather technical view of the term media. Other views might lead to different lists.

Cellphones Compact disc Digital video Digital television e-book Internet Minidisc Video game World Wide Web e-Commerce and many interactive media

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Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels. Digital Marketing is the practice of promoting products and services using digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this nonreliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. How can marketers reach consumers digitally?
New media is a term describing media that can only be created or used with the aid of computer processing power. It is a form of media that includes some aspect of interactivity for its audience and is usually in digital form. What is classed as new media? Video games and virtual worlds Multimedia Web sites including blogs Email and attachments Mobile devices Podcasting

Internet marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, e-mail marketing, 10 | P a g e

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affiliate marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, article marketing, and blogging.

A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. Blogs provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important
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part of most early blogs. Most blogs are primarily textual although some focus on photographs (photoblog), sketchblog, videos (vlog), or audio (podcasting), and are part of a wider network of social media. A podcast is a media file that is distributed over the Internet using syndication feeds, for playback on portable media players and personal computers. Like radio, it can mean both the content and the method of syndication. The latter may also be termed podcasting. The host or author of a podcast is often called a podcaster. The term podcast is a portmanteau of the name of Apples portable music player, the iPod, and broadcast; a pod refers to a container of some sort and the idea of broadcasting to a container or pod correctly describes the process of podcasting. Though podcasters web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital audio formats by its ability to be downloaded automatically, using software capable of reading feed formats such as RSS or Atom. Internet Penetration

Internet is the latest addition to the media bouquet that has caught the fancy of the Indian masses. It is making deep inroads into everyday life, be it creating new means of service delivery, knowledge sharing and at the most basic level just how individuals communicate with each other. This revolution is beginning to change the lifestyle of Indians through the length and breadth of the country.

From the diagram below internet penetration can be understood:

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Apart from the details given in diagram, some highlighted statistics are as follows:

1. Out of 568 Million rural population, 5.5Mn people are claimed internet users, whereas 3.3 Million people are active internet users

2. Out of 250 Million urban population, 57 Million people are claimed internet users, whereas 42 Million people are active internet users

Mobile in digital media

Mobile marketing is the ability to connect brands to customers via the mobile phone. In its early days, this meant SMS, or text, marketing e.g. sending out text alerts the first being notices for UK clubbers in Ibiza. This now covers much more as the technology has developed over the last five years. Weve moved from simple text messaging, black and white operator logos and mono ringtones to true tones and MP3 [so its the real music on your phone], video clips, streaming video, games, multi-media messaging, instant messenger and more.

Over the past few years SMS has become a legitimate advertising channel. This is due to the fact that unlike email over the public internet, the carriers who police their own networks
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have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the MMA (Mobile Marketing Association), as well, has established guidelines and evangelizing the use of the mobile channel for marketers. Mobile Marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards. Mobile marketing is about having the ability to connect with consumers via their mobile phone wherever theyhappen to be: the office, college or school, the pub, the theatre, out shopping, out playing, walking the dog,at home watching television, in bed listening to the radio. Wherever you are, with the right permissions, youcan connect customers and clients and vice versa. Mobile marketing fits across many marketing disciplines including sales promotion, CRM, direct marketing,above the line, interactive, integrated, loyalty schemes or it can stand alone.

In India, as per IAMAI report in May 09, total GSM users are more than 306 millions Where as total CDMA users are more than 100 millions

New telecom subscribers per month Annual growth rate of subscribers Average revenue per user (GSM)

: 7.34 Mn : 46.8% : US$6.6 per month

Telecom equipment market(2006-07) : US$17,100 Mn Handset market Expected mobile subscribers 14 | P a g e : US$ 4,750 Mn : 500 Mn by 2010

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More GSM subscribers than fixed land line users One of the fastest growing cellular markets in the world

Data easily out performs voice as the major source of revenue for telecom operators.

Online media buying and planning

Media Planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers (often including psychology and neuroscience).

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Traditionally, the role of the media planner was quite close to that of the Media Buyer, the obvious distinction being that the planner would devise a plan for advertising and the buyer would negotiate with the Media proprietor on things such as rates, copy deadlines, placement, merchandising, etc. The role of the modern media planner is more wide reaching however. Future areas of digital specialization with high expected growth rates include: behavioural planning specialists, ad network marketing specialists, social media specialists, and SEO/SEM/PPC experts. The extreme growth of the digital sector has justified the advent of online-only media planning firms, most notably Avenue A/Razorfish and Centro, the latter having managed digital media buying for Barack Obama's successful 2008 Presidential bid in the US.

Spending overview 2008 (Total $24.4B) Online advertising revenue

Revenue by Vehicle Revenue by price model

Source: IAB & Price Waterhouse, Sept. 2008; Zenith Optimedia Dec. 2008

The reasons for online growing so quickly: Efficiency and ability to target

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More broadband than dial-up (70% today) Better value than other formats like TV and print Marketers prefer the measurability of online to track ROI (tools like (DCLK, AQNT, GOOG) Consumers increasingly use the internet for research and shopping ($100B+ today vs. $0 in 1996) Rich, catchier media formats (Rich media)

Portal A portal is a website, which offers arrays of resources and services in one spot. At first, portals were windows to the Web, now many search engines have also transformed into Portals. Pros of buying from a Portal: Higher reach Brand/marquee names Depth of services Cons of buying from a Portal: Cost Customization Inventory shortages

How to buy from a Portal? Many have regional sales offices where you can contact the sales manager for the same. Search engine Generally, a program that searches for specified keywords and returns a list of Pros of buying search:
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Cons of buying search: Popular words relatively high are priced of

Higher reach Great return on investment User mindset to take action Targeting is the name of the game

High level management/maintenance

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documents/sites related to those words

How do I buy search? Major players have regional representation; but large buys require assistance Highly specialized compared to display buying; requires knowledge of many datarelated and technical aspects Ad network A collection of online advertising inventory Comes in many difference forms, inventory can be found on: websites, instant messaging, adware, emails, etc. Pros of buying from an ad network: Cons of buying from an ad network: Highly efficient one buy can Non-transparency of site list deliver substantial reach Quality of network sites Same consumers as on premium Limitations to targeted channels sites Attractive pricing Targeted channels and sites Transparency of the site list Few premium sites and integrated placements

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How do I buy from an ad network? Many have regional support Publisher Site Began as content-focused but has expanded to include any published site that is adsupported Pros of buying from a publisher site: Higher Quality Content Brand/Marquee Names Integrated Sponsorships Contextually relevant placements Cons of buying from a publisher site: Higher cost Lack of reach Lack of technology, targeting and optimization

How do I buy from a publisher site? Large publishers have regional sales contracts; for medium to small sites, you should expect phone sales and support What are they? Affiliates: networks of smaller sites LeadGen: specialists in acquiring real-time leads through own creative and landing pages Co-Reg: piggy-back on anothers sign-up process Cons of buying from them: May not know where ad will run (Quality?) Bombarding users can hurt brand

Pros of buying from these companies: Quick way to generate a lot of leads Often vertically-focused (mortgage, auto, education, travel)

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Turn-key solutions Click fraud (higher than industry average)

How do I buy from them? Most work online from central organizations use websites for contact

Email marketing Companies that deliver advertising offers to audiences via email Cons of buying email: User experience may be too invasive? List quality not sure where your message will go Blocking and low conversion rates

Pros of buying from these companies: High volume User experience catches people when they are engaged in email Push vehicle Turnkey distribution) solutions (lists,

How do I buy from them? Most work online from central organizations use websites for contact

Other online options to keep in mind

Behavioral Targeting and Networks Only some media publishers offer behavioral targeting There are specialized ad networks that only provider behaviorally targeted online media (Claria, Tacoda, Revenue Science, etc.)
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Contextual Advertising and Networks Not all providers offer in context or contextually targeted media placements Some niche networks only specialize in contextual targeting (Google, Overture, Vibrant Media) Rich Media Rich media is anything other than standard GIF creative online You should know that rich media campaigns are normally an essential part to most marketers online strategy Campaigns with rich media tend to cost more, but have higher response metrics and brand lift Video advertising spending is projected to grow to $1.5B by 2009 100 minutes (73 minutes streaming) of video content per viewer per month, compared to an average of 85 minutes in October. Major media brands streamed an average of 1.2 billion videos each month, with 94% of these containing pre-roll ads. More expensive but performs well Growth is facilitated by broadband, new technology, device portability, and consumer creativity

Key characteristics to look for while selecting the media partner. Transparency 1. Where will your ads be shown? 2. Is a visible site list available?
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3. Where does the providers inventory come from? Audience Quality 1. Are users simply checking email or engaged in content? 2. How does the sites audience historically respond to creative like ours? 3. What percentage of the audience is international? Demographics 1. Does the site report different demographics vs. ComScore or NetView? 2. How does the site derive its demographic data? 3. Can I target based on demographics? 4. How does the site enable this targeting to occur? Frequency Capping 1. The ability to control the number of times a user sees a campaign creative
2. Either controlled by sites or across sites with 3rd party ad server 3. Why frequency capping?

Important because most campaigns either over-serve creative or display creative to users who have already converted

Risk damaging brand and wasting valuable marketing dollars

Targeting Types
1. Run-of-Network - Ads are rotated across every site in the network, at least

initially

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2. Targeted Channel - A group of sites or site pages around a common topic

(ex. auto sites grouped into the providers auto channel) Note: Some providers do not have channels while others have a dozens or even hundreds
3. Site or Page Specific Placement - The buyer chooses the actually page within

a site to run the ad

4. Demographic target a specific demographic (can be through a 3rd party data

source like Experian or Prizm)

5. Contextual - Google AdSense or in context (linked words in content) 6. Behavioral - Serve ads to users based on the sites the user has previously

visited
7. Day-parting - Day of week or time of day 8. Geographic- Country, State, City, DMA or zip code

Prioritization 1. Does the provider use an auction-like model? (ex. those that pay more get better placement) 2. How does the providers ad server decide when to serve my campaign to my target audience on their site?

Optimization 1. Does the provider have optimization capabilities? 2. How does the site decide to stop showing my campaign to one set of users while showing it to others more frequently?

Compatibility 1. What type of ad server does the provider use?

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2. What are the expected impression and click discrepancy rates between their ad server and ours? 3. How does the provider resolve discrepancies? Branding Objectives 1. The primary goals of your online campaign are to: Affect the positioning Affect attitudinal aspects Shift perception about your brand

2. The measurement of these campaigns is standardized around 3rd party brand

measurement tools like Dynamic Logic and Insight Express Performance Objectives 1. The primary objective of your online campaign is to drive an action online (ex. get a user to buy a product online or drive traffic to a website) 2. The pricing models vary for performance campaigns Blended Objectives 1. More common today, many advertisers are blending objectives and trying to do both performance and branding in the same campaign

Pricing models CPM (Cost Per Thousand) Almost all providers offer a CPM pricing model Was the original online model (1994), adopted from offline Most providers can optimize to a CPA or CPC while still pricing at CPM

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CPC (Cost Per Click) First performance model online Generally a blind buy for display sacrificing control for reduced risk on cost Primary model for search Click fraud exists

CPA (Cost Per Acquisition) Primary model for performance-oriented advertisers Generally a blind buy for display sacrificing control for guarantee

Flat Rate Sponsorship Generally a fixed position or integrated placement for a minimum number of page views or impression

Developing your Media Mix Source: IAB & Price Waterhouse, September 2008

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The media mix should be the mix of various properties, which helps your campaign to be effective and successful. Given above is the pie chart showing the media mix, which the media planner generally uses. Job of a media planner/ Neo media planner Executive A digital media planner typically plans, buys and services the client. There are 19 steps involved in the online campaign management, which a media planner carries out along with the planning and the buying.

Step 1: Media Brief The client gives the media brief. The media brief should spell: Objectives of the campaign Target audience Campaign duration and tentative start date Budget

Step 2: Media Spend

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Mail approval from Client on the tentative Media Spend Neo will revert within 2-3 Days for Small budget 5-10 Lacs Neo will revert within 5-7 Days for Big budget above 20 Lacs Neo sends the final MEDIA PLAN with Final buys to Client along with MEDIA ESTIMATE

Step 3 Media Plan Neo sends the final MEDIA PLAN with Final buys to Client along with MEDIA ESTIMATE The final media plan will give details like Web Sites Ad units on those sites Impressions/ Clicks nos. Campaign duration and Period Cost Media and Adserving

Step 4 Approval Client will approve the MEDIA ESTIMATE

A Media Estimate is a formal document, wherein, the client is agreeing to the total cost that is going to be incurred by him. Client's Signature on the Media Estimate is a must!

Step 5 Creative Opps

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Neo gives CREATIVE OPPS SHEET to Client Servicing Team

The Creative Opps Sheet gives out the exact dimensions in pixels and weights in kilobytes, for each of the ad units. On basis of which, the creatives are to be adapted. If the creatives have to be ad served for Impressions & Click deliveries, the following click tag has to be included in the flash file ---

Position2 Click Tag :on (release) {getURL (clickTag, "_blank");

} Step 6 Ad Serving Neo sends the Creatives (with the click tag) to Position2-The ad serving party for Providing the Ad Serving Tags The time taken by the ad serving party varies from 3-4 working days, depending on the volume of work. Step 7 Release Order Neo get the RELEASE ORDER arranged from Accounts, as per media estimate A Release Order is like a purchase order, issued to the publisher, to book the inventory. As per the approved plan, the RO mentions Properties/ Ad Units Sections, No. of Impressions/ Clicks/ Leads booked, Amount

Step 8 Booking of Inventory

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Neo sends the Ros to Publishers after it is received from Accounts, for booking the inventory This process takes a days time as Accounts Dept. prepares and sends the Ros only after receiving approved Media Estimate. Step 9 Campaign Schedule Neo sends the CAMPAIGN SCHEDULE to the Publisher, the same is shared with the Client and the Client Servicing persons A campaign schedule gives out the dates on which the special properties like a Shoshkele, Site Capture or a Mailer need to be carried out. Step 10 Quality Check of Creatives Neo runs a Quality Check on the AD SERVING TAGS The Tags are checked for When clicked on, does the banner lead you to the landing page URL? Are the Deliveries/ Leads being captured at the ad server?

Creative Quality Check: Other problems with the creative- typo error, spelling error, wrong font used, wrong picture etc. it is the Client Servicing persons responsibility to get it fixed. Step 11 Up-loading the Tags Neo sends the Ad serving tags to Publishers for Going Live The full & final creatives/ tags that have passed the QC are sent to the publishers then They upload those tags on their site The publisher takes 2-3 working days for QC and going live with the campaign.

Step 12 Campaign is LIVE! Once all properties are live as per schedule, Neo will send SCREEN GRABS of the sites
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The same needs to be sent to the Client, assuring them that the campaign is live as per schedule. Step 13 Campaign Monitoring Neo will monitor the campaign deliveries and keep a check if all special activities are running as per schedule. Neo also observes which site is performing and which ad units are giving better results. Based on these, certain recommendations are made.

Step 14 Daily Performance Report Neo will send a daily campaign performance report A simple xls file, giving property wise, till date information on No. of Impressions consumed No. of Clicks Corresponding CTR No. of Leads (if it is a lead based activity)

Step 15 Campaign Analysis Neo will send a weekly report, summarising and analyzing the campaigns weekly performance. This is where Neo recommends any changes, if required to get better results from the campaign. Step 16 Final Report Neo will send a final CAMPAIGN PERFORMANCE REPORT on PowerPoint, once the campaign is over
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This report will analyze campaign performance for the entire duration of the campaign What is the average performance? What are the total deliveries? Which sites performed? Which size performed? Which creative performed?

Step 17 Billing & Supportings Neo will require Accounts Dept. to raise the invoice to the client, give it to client servicing person for sending it across to client. The Publishers invoice to be arranged by Neo and to be sent to Accounts Dept. for raising invoice to client.

Step 18 Media Payment from Client Payment to be realised from the client with joint efforts by Client servicing person and Neo team. The same will be sent to accounts and records will be maintained.

Step 19 Payments to Publishers Accounts to Release payments to Publishers as per invoices received from them. The payments to be made only for complete deliverables against the booked inventories

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Research Methodology
I used secondary research methdology in my project. The reason for using secondary research was the availability and the accuracy of the information in specific sites. The internet penetration in various circles, the traffic on various generes and sites, the media consumption habits among the TG could be found out from the various reports whuch being published and shared online.

Digital media planning tools

For digital media planning and research you need to use the audience tools such as Comscore and Vizisense along with articles, IAMAI reports , Juxt consult, Industry estimates and publishers report.

Comscore: ComScore Media Metrix is the industrys preferred online audience measurement and media planning solution. The industrys top publishers and advertising agencies rely on Media Metrix as the common currency for measuring audience composition and performance within key user segments. They also use Media Metrix for superior planning of online advertising campaigns. ComScore leverages the industrys largest and highest quality consumer panel to deliver the most accurate and comprehensive suite of audience metrics. It is granular, comprehensive & integrated. Use of ComScore Media Metrix to evaluate the online trend and activities in India.

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ComScore Media Metrix monitors the online activities of individuals within a universe defined as those aged 15+ who have accessed the internet from either a home or a work computer.

Extracting relevant data keeping our campaign objective in mind and applying it to rationalize our approach.

Vizisense Indias first audience analytics platform with data for 4000+ sites which reports accurate and reliable information on the internet market in India. Look up key demographic and traffic data for any website MediaMix Helps media planners & advertisers select the right media mix to reach out to their target audience Optimize plans based on geographic, demographic or category specific filters Well diversified panel of 20,000 users that represents the Indian online population who anonymously share their web surfing behaviour. To make the estimates more accurate Vizisense uses data from Vizisense tags which are embedded by individual publisher into his/her website. The Tag placement helps ViziSense accurately measure the site's traffic statistics such as page views, visitors, reach, geography, etc. and also helps in improving the accuracy of the demographic details that ViziSense is providing.
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ViziSense combines the data from both the panel & tag & applies advanced statistical techniques & prediction algorithms to make highly accurate estimates about a website's audience profile.

ComScore provides a quantitative aspect while Vizisense focusses more on qualitative attributes.

IAMAI: IAMAI is the leader in research on the online and mobile VAS market. Our pioneering research includes annual researches on Internet user numbers, mobile value added services revenues, online advertisement, online search, e_Commerce and many other areas of the Digital world in India. Most of our researches are conducted in partnership with IMRB International and some other independent research agencies. The reports of IAMAI(Ineternet And Mobile Association of India) helped me to know about the penetration of internet and mobile in India and also helped me to understand what the Indian internet useres and my TG is doing online so that I could analyze the same and understand the digital media habits of the youth and use the findingd to recommend a media plan.

Juxtconsult A pioneer in conducting highly robust large scale online studies in India, Juxt helps marketers unravel the Indian consumer and internet landscape and measure and track their offline as well as online brand building performance. The reports of Juxt consult helped me to understand what the Indian internet useres and my TG is doing online so that I could analyze the same and understand the digital media habits of the youth and use the finding to recommend a media plan.

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Industry Estimates Its basically digital media estimate raised by the industry i.e the publishers, media planners and all. It helped to understand the digital spend of the competitors so that we dont miss out on what Vodafone competitors are doing in digital media and give the budget and the media recommendation accordingly. It also helps to tell our client i.e vodafone what their competitors are doing on the digital front. Publishers report: This was also used to understand the traffic on a particular site from various circles which was again cross checked with audience measuring tools like vizisense.

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The media Recommendation

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Neo@Ogilvy 200 9 Client

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 74.08 million customers**. Over the years, Vodafone Essar, under the Hutch brand, has been named the Most Respected Telecom Company, the Best Mobile Service in the country and the Most Creative and Most Effective Advertiser of the Year. Vodafone Essar covers 23 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros. Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 license areas. It is among the top three GSM mobile operators of India. Vodafone Group is the worlds leading international mobile communications corporation. It currently has equity interests in 27 countries across 5 continents and 40 partner networks with over 303 million proportionate customers worldwide. The Essar Group is Vodafones principal partner in India. The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping

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Ports & Logistics, and Projects. Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the Americas.
Monthly Category Vodafone Essar Metro Metro Metro Metro A' Circle A' Circle A' Circle B' Circle B' Circle B' Circle B' Circle B' Circle B' Circle A' Circle A' Circle B' Circle C' Circle C' Circle C' Circle B' Circle C' Circle C' Circle C' Circle Mumbai Delhi Kolkata Chennai Gujarat A.P. Karnatka Punjab Haryana U.P.(E) Rajasthan UP (W) WB Maharashtra T.N. Kerala Orissa Assam North East MP Bihar HP J&K Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Total Additions 4445950 4151163 2898756 1585998 8207673 4107549 3820630 2269320 2260750 6879931 5219675 4541351 5091979 4917148 5398603 3255172 481880 190474 210129 445847 1048748 56894 56268 71541888 2772890 4517438 4203442 2970734 1606108 8415802 4257943 3946252 2303023 2310951 7176532 5401156 4674719 5249681 5141142 5550119 3370227 572757 231625 245980 534564 1251331 63517 85664 74080707 2538819 71488 52279 71978 20110 208129 150394 125622 33703 50201 296601 181481 133368 157702 223994 151516 115055 90877 41151 35851 88717 202583 6623 29396 City/Circle Operators Apr'2009 May'2009 Additions

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Neo@Ogilvy 200 9 Client Product

Vodafone campus pack is a product specially for youth i.e the college going students. It consists of certain offers keeping in mind the telecom consumption habits of the youth to make it an affordable and exciting pack for the youth. Campus Pack is designed to address the communication needs of college students. The offers in vodafone campus pack changes with the circle but broadly some offers remain the same.

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Neo@Ogilvy 200 9 Objective of the Vodafone campus pack campaign:

To reach effectively to youth audiences in the specifed 11 circles & create awareness about Vodafone Campus Pack via Digital Media advertising using the appropriate media mix. Internet is the media which represents youth and if the product is for youth and you are not presnet there then you are missing on your probable share of your customer. The objective is to to understand the digital media consumption habits of the youth and plan the media mix accordingly. Other important requirement is to understand the youth and digital consumption circle wise since the product as well as the media consumption habits as well as the number of potential customers in each circle is different and hence media planning and buying need to be done accordinly. Circle wise analysis Vodafone is our client and since it is in telecom industry it functions circle wise and accordingly it is been segregated into four tiers of circle i.e. METRO, A circle, B circle, C circle depending upon the number of subscribers. Therefore, our client and I decided that we would focus on 11 circles, which majorly cover all metro cities, and A circles and some of B circle whose subscribers are close to that of A circle. It was quite obvious to do circle wise targeting because the scheme of the product Vodafone campus pack will be special for each circle. The media consumption habits will accordingly be diverse for different circles and hence the media plan will be diverse accordingly for different circle and so will be the budget.

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Monthly Category Vodafone Essar Metro Metro Metro Metro A' Circle A' Circle A' Circle B' Circle B' Circle A' Circle A' Circle B' Circle Mumbai Delhi Kolkata Chennai Gujarat A.P. Karnatka Punjab WB Maharashtra T.N. Kerala Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar Vodafone Essar 4445950 4151163 2898756 1585998 8207673 4107549 3820630 2269320 5091979 4917148 5398603 3255172 4517438 4203442 2970734 1606108 8415802 4257943 3946252 2303023 5249681 5141142 5550119 3370227 71488 52279 71978 20110 208129 150394 125622 33703 157702 223994 151516 115055 City/Circle Operators Apr'2009 May'2009 Additions

Source: Cellular Operators Association Of India

Here Chennai and Rest of Tamil Nadu has been taken as one circle

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Neo@Ogilvy 200 9 Duration

15 days campaign

Target Group
Demographics The age group of the TG is 15 25 as the entire campaign is for the youth. We will be targetting SEC A, SEC B and a bit of SEC C. It will include both male and female. Psycographics
Seeking value for money: Since our TG is youth this characteristics very well defines

our TG. The campus pack has been designed in a way that youth can get the maximum value for their money.
College going students: The campus pack itslef says it all. The college going students

is the right TG for the vodafone campus pack. Students/ Youth who gets fixed pocket money or who puts a fix amount of money on the phone Youth who got big circle of friends This helped us to know how much money do we need to put in or how much impressions we need to buy to catch the eyes balls of our Target Group.

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Neo@Ogilvy 200 9 Findings about the Target Group

Source : Based on the report India Online by Juxt Consult Our TG i.e 15-25 years forms almost 42% of the internet audience making it the most significant age bracket.

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Source: IAMAI REPORT

There is an increase in the number of claimed Internet users over the years across all town classes.

Compared to last year, percentage of claimed users across different town classes remained similar for this year.

This shows that people from non-metros and smaller towns are getting exposed to this medium.

Since our TG is majorly from the metros and the other metros we can see that 58% of the internet audience i.e 23 million people consist of our TG location.

There is a significant increase in the percentage of college-going students in the Active Internet user base compared to the other demographic segments. Such an increase could be due to various information searches required for academic, entertainment or employment purposes.

57% of the people i.e 10.2 million consist of college going and young people that constitutes our TG.

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Cyber cafe has been the main access points of Internet over the years. There is a marginal increase over the last year in the percentage of users who use it as the main access point. Continued high share of cyber caf in Internet use can be attributed to factors such as: Lesser PC penetration in the SEC D&E homes Growth of online gaming market

Cyber cafs are the dominant point of access among school-going kids and college students. Since cyber caf is the cheapest source of access providing more privacy regarding content.

TG- Top personal activities

Age Activity Email Dating Travel info Chat Matrimonial Share pics Check Sports 13-25 41 51 29 53 43 52 46 25-35 37 35 42 34 40 33 37 35-45 13 9 17 8 10 9 11 45+ 9 5 12 5 7 6 6 Total 100 100 100 100 100 100 100 Sample base 12,712 7,128 3,584 8,261 6,683 5,502 8,070

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TG-Top professional activities

Age Activity Email Job-Search News Seminar/Workshops Search Networking 13-25 39 43 28 44 35 32 25-35 38 40 42 35 42 42 35-45 14 11 18 11 13 15 45+ 9 6 12 10 10 11 Total 100 100 100 100 100 100 Sample base 11,818 10,387 4,410 3,521 7,005 3,572

Digital spend of the competitors

Telecom Spends in Digital 08

The market trend for the spends allocated towards media vehicles have been observed as below:Horizontals 30 to 45% Verticals 8 to 15% Social Networking 0.5 to 2% Ad Networks 10 to 15% Search 30 to 40 %

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Campaign Focus for other Telecom Players

The telecom players have been consistent in their online brandpresence through both brand & product led campaigns. The frequency of these specific objective led activities (across all brands) have been very similar. Telecom Spends on Major Publishers

Competition Spends Q1 & Q209

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It is speculated that Tata Indicom is all set to launch their GSM services. Brand campaign in July09

FINDINGS ABOUT GENERES TO BE SELECTED

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P r oe fInentacs u ps o tr e ces % 9% 1 7% 6 4% 9 4% 6 4% 1 3% 7 3% 2 2% 1 2% 1 2% 0 1% 3 1% 3

E a -mil G n ra in rmtio s a h e e l fo a n erc E u a n l in rmtio s a h d c tio a fo a n erc TetCh t x a O lin G m g n e a in O lin jo s s n e bite M s /Vid oo th In rn t uic e n e te e Fin n ia in rmtio s a h a c l fo a n erc B o ra a tic eso t eIn rn t o k ilwy k t n h te e O lin b n in n e ak g O lin Ne s n e w In rn tTe p o y e Ch t ic Ch t te e le h n /Vid o a/Vo e a

Source: IAMAI March 2008 Preference of internet usage among demographic segments College going students 18-25 years
C net o tn e e l In rmtio sa h G nra fo a n erc d ct n l in rmtio sa h E u aio a fo a n erc n eJo sa h O lin b erc a c l In rmt n sa h Fin n ia fo aio erc n en w O lin e s C net et o t nmn n eG m g O lin a in uic id o M s /V e C m u ict n o mn aio -mil E a x ca Tet ht t rn t te p o y idoc a o ec a Ine e le h n /v e h t/v ic ht

C m ec o mr e o k gra a tic e B o in ilwy k ts n ebn in O lin a k g

Source: IAMAI March 2008

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Cn n o te t 3% 1 C m u ic tio o mn a n 5% 3

Cme e o mrc 6 %

C n n et o te tmn 1% 0

Source: IAMAI March 2008

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Recommendations for the GENERES

Email related activity: Horizontals allow users to experience the most popular content on the web, latest in news, games, music, movies (apart from general entertainment), check email, interact with friends through IMs etc. Targeted to mass audiences, they have something in store for everyone. Due to this nature of content available they garner maximum traffic amongst niche sites. Email is the most important activity on internet. It constitutes the important part of any media plan. Email activity constitutes the 91% of the purpose of accessing internet. (source IAMAI 2008)

Email is the most popular application among most of the demographic segments.

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53% of the youth are involved in communication activities such as email and all on internet.

Source: Comscore on Email (15-24 M &F Pan India)

Social Networking

When compared with the last year, the biggest gainers among the online activities in terms of popularity of usage were social networking, friendship and matrimonial activities.

If

we

combine

social

and

professional networking together, then 56% of all internet users undertake either or both of these networking activities. Social networking forms the

larger part of this pie with 29% of net users undertaking only social networking exclusively.

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4 out of 10 online Indians (41%) are a member of some online community. (source: Juxt consult)

Technology, Relationships and Professional communities are among the most popular online communities

Social networking websites are attracting the youth of the country and helping them to explore virtual world comprising different experiences.

Source: Comscore on Social Networking (15-24 M &F Pan India)

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Cyber Cafes Cyber cafes have been the main access points of Internet over the years. There is a marginal increase over the last year in the percentage of users who use it as the main access point. Its the dominant point of access for college students and young men 37% of the people in india access internet via cybercafe.49% of the college going students use cyber caf as the access point for internet.

Gaming

Enables a brand connect with the youth. High involvement from a consumer perspective & thus a High Brand Recall To connect with consumers in a space which is more user Friendly

A Social Medi The game space has evolved with consumers engaged in game play on nearly every platform.

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Over a quarter of the total worldwide Internet population on gaming shows what a global phenomenon gaming has become.

Average online gamer visits a gaming site 9 times a month.a App allows users to participate and play mini game.

Apps on Orkut allow users to connect, challenge and compete within the Orkut Community

41% of the active internet users participate in online gaming activities.

Source: Comscore on Gaming (15-24 M &F Pan India)

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News and Finance The business of news is all about percolating the news makers & the big story to the right audience. Amongst all this it also allows the audience to get indepth information on company & personal stocks, maintain e-portfolios, seek expert advice on financial planning, obtain unbiased opinions on relevant & precise topics apart from the news dissemination process. Tapping the audience while they are consuming content helps us build an affinity towards the brand & also create higher recall. So, we need to reach the audience at a time when they are ready to accept the media communication while there is a certain degree of stickiness involved.

63% of online Indians undertake News related activities. 31% of the youth participate in content related activity

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Source: Comscore on Gaming (15-24 M &F Pan India)

Education

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Niche websites or verticals allow us to reach to a specific set of audiences who like to consume crisp & to the point content.

Verticals subgenres

can

be

divided into various depending on the type of site such as news & business, student, job search, matrimonial, gaming etc.

Since our TG is youth the education related activity this genere cant be ignored. 49% of the internet users access education related information.

Source: Comscore on Education (15-24 M &F Pan India)

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Recommended sites

Email Entertainment Social Networking

Education

Cybercafes

News and finance

Gaming

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Yahoo Yahoo! provides a wide array of internet services that cater to most online activities. It operates the web portal http://www.yahoo.com which provides content including the latest news, entertainment, and sports information, and gives users quick access to other Yahoo! services like Yahoo! Mail, Yahoo! Maps, Yahoo! Finance, Yahoo! Groups and Yahoo! Messenger. The majority of the product offerings are available globally in more than 20 languages.

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Rediff Rediff.com India, NASDAQ: REDF is a news, information, entertainment, and shopping portal. It was founded in 1996 and is headquartered in Mumbai, India with offices in New Delhi and New York City, USA.
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According to Alexa, Rediff is the No. 5 Indian web portal. It is the only India-based website to appear in the first 100 websites. It has more than 250 employees.[3] 87.8% of the millions of visitors to Rediff.com are from India, while the rest come primarily from the USA(3.4%) and China.In April 2001, Rediff.com acquired and began offering India Abroad.

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In "The 20th biggest portal in India, within a month of its launch. Currently Indias 12th biggest portal* in its beta version within 3 months of its launch (*Comscore - Oct 2008) Close to 5 million unique users from the non-cyber cafe visitors from India "

In.com offers a unique gateway to the internet with an ability to cherry pick articles/videos/music/games across the globe from the most popular content on the web today.

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Sify Sify.com is a popular consumer portal with comprehensive information, facilities and services and information With its wealth of news, features, information, facilities and services from cars to carnatic music, shopping to politics, airline tickets to personal finance, cuisine to entertainment, sify.com offers you all that you're looking for. Sify Iways An extensive network of cyber cafes spread across the metropolitan cities of India.

Zapak
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Zapak.com is a privately-held, online gaming portal, with browser games, promoted by the Anil Dhirubhai Ambani Group's subsidiary company Reliance Big Entertainment. Launched in 2006, the site provides a very large collection of casual games, including some famous games like Bejeweled from PopCap Games & Diner Dash from PlayFirst. They claim to host the largest collection of online casual games, compared to any gaming website in India and are also among the top 50 portals according to Alexa ratings. This gaming site is meant for all kids and teenagers between the age of 8-25 years.

Bharatstudent

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Bharatstudent.com is a social utility that brings together all the young Indians living across the globe. It is for every Young Indian who is a student or a non-student, fresh graduate, a working professional or an Entrepreneur, and is focused on providing comprehensive solutions for any personal and professional issues. India is the country with the highest number of young people in the world. Bharatstudent.com targets this demographic segment with many networks - Students in schools / colleges, Fresh graduates, Employees in corporates, Young Entrepreneurs, Groups of Artist / talented youngsters in different regions. Though each of these networks is independent, they each have inter-connectivity with other Indian networks

Facebook

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Facebook is a free-access social networking website that is operated and privately owned by Facebook, Inc.Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves. The website's name refers to the paper facebooks depicting members of a campus community that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus.

Orkut

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Orkut is a free-access social networking service owned and operated by Google. The service is designed to help users meet new friends and maintain existing relationships. The website is named after its creator, Google employee Orkut Bykkkten.

Bigadda

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Bigadda is a social networking website belong to the internet and new media vertical of Reliance Entertainment, part of the Reliance Anil Dhirubhai Ambani Group. It claims to be the largest and the fastest growing youth networking site in India. Though Bigadda is not in the same league of popularity as its foreign counterparts Orkut & FaceBook, it still claims that top 20 cities account for 45% users from within India while 40% of the users come from Tier III cities like Tuticorin, Bhilai, Amritsar, Guwahati, Surat, Nasik.

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Circle wise traffic details

Mum i ba Yahoo Re diff In Sify za pak Bha s rat tude nt Integ rid Biga dda 22,80,000 16,05,500 8,10,0 00 10,80,000 2,48,5 43 3,38,4 80 13,40,000 5,12,7 70

De lhi 33,3 0,000 14,60,000 8,6 2,675 12,6 0,000 1,74,840 4,7 3,195 14,3 0,000 5,7 9,510

Goa 1,30,580 6 8,420 25,850 55,000 12,830 3,0 46 13,46,789 36,190

Che nnai 14,90,00 0 8,32,00 0 5,36,18 3 11,70,00 0 1,10,37 0 4,25,47 0 12,00,40 9 1,87,06 0

T il N am adu 33,30,000 12,80,000 7,14,910 15,70,000 1,47,160 4,54,240 9,00,960 2,80,120

K att olk a 6,60,000 5,10,250 2,44,905 5,40,000 54,5 63 1,25,915 8,46,789 1,88,940

W t B al es eng 14,40,000 7,85,000 3,26,540 6,00,000 72,750 1,25,914 9,97,988 2,12,910

Punjab Yahoo Re diff In Sify za pak Bha s rat tude nt Integ rid Biga dda 8,46,690 3,72,620 1,83,320 2,70,000 38,990 1,27,945 4,60,000 1,69,670

K arna a tak 20,10,000 8,70,730 3,84,690 11,70,000 1,16,200 3,20,879 7,89,056 3,41,690

K rala e 9,31,188 3,50,670 2,26,170 2,70,000 64,140 1,69,578 10,30,090 1,36,770

Guja t ra 15,60,000 6,28,400 3,27,000 35,00,000 83,770 1,64,501 37,919 2,49,570

Andhr Pra h Maha htra a des ras 28,00,000 8,12,970 4,25,230 18,00,000 1,60,780 3,79,097 3,86,340 52,50,000 24,70,000 10,80,000 14,40,000 3,31,390 5,67,292 7,92,890

Source: Vizisense and Publishers

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Media Recommendation

Site Yahoo

Section Mail Mesenger Mail Homepage & ROS Homepage Homepage & ROS Iways Homepage Homepage & ROS Homepage Caf bharat Homepage & ROS edm Homepage Slapster game branding Homepage & ROS Homepage Video Player

Ad. Type Banner Banner Slim monster Banner Tab innovation Banners Banner Pop under Banner Makeover Co-branding

Impressions 70,00,000 40,00,000 3,40,00,000 25,00,000

Fixed/ Days

Remarks Region targeting

Estimated Impressions

Rediff In Mid-day

Region targeting Region targeting

10,00,000 15 30,00,000 70,00,000 3 15 50,00,000

Targeted to mumbai 23,50,000

Sify Sify Zapak Bharatstudent

Region targeting 5,00,000 60,00,000 Region targeting 800,000 mailers Age targeting 15 Generic 6,75,000

mailers Banner 30,00,000

Facebook Orkut Bigadda

Banner Socail feed Skin integration

18,00,000 15 63

Region targeting 25,00,000 1,20,25,000

Total

6,83,00,000

1) Master Media Plan

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2) Imp bifurcation

Mumbai Mah & G oa Chennai & ROTN Kolkatta Andhra Pradesh Rest of Bengal Punjab Delhi Karnataka Gujarat Kerala Total

Yahoo mail Yahoo messenger Rediff In Mid-day Sify iways Sify 10,00,000 7,50,000 50,00,000 500000 10,00,000 2650 5,00,000 5,00,000 0 20,00,000 150000 0 2760 5,00,000 10,00,000 7,50,000 50,00,000 400000 0 2060 5,00,000 2,50,000 20,00,000 150000 0 1310 5,00,000 2,50,000 30,00,000 150000 0 1780 5,00,000 5,00,000 2,50,000 20,00,000 150000 0 1020 5,00,000 2,50,000 20,00,000 150000 0 1310 10,00,000 7,50,000 50,00,000 400000 0 2530 5,00,000 2,50,000 30,00,000 150000 0 2510 5,00,000 5,00,000 2,50,000 30,00,000 150000 0 1530 5,00,000 5,00,000 2,50,000 20,00,000 150000 0 1500 5,00,000 70,00,000 40,00,000 3,40,00,000 25,00,000 10,00,000 20,960 30,00,000

Mumbai Mah & Goa Chennai & ROTN Kolkatta Andhra Pradesh Rest of Bengal Punjab Delhi Karnataka Gujarat Kerala Total

Zapak Sify pop under Bharatstudent Facebook 10,00,000 5,00,000 5,00,000 Age targeting 5,00,000 5,00,000 2,50,000 10,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 10,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 5,00,000 2,50,000 70,00,000 30,00,000 50,00,000 0

Orkut Generic Generic Generic Generic Generic Generic Generic

Generic 0

Bigadda 4,00,000 4,00,000 1,50,000 1,50,000 4,00,000 1,50,000 1,50,000 18,00,000

1) Assuming an average of a ten seater for Sify 2) Kindly note that in case the impressions are not burnt in any of the regions they will either be transferred to another region or the client will be billed for the actual deliveries 3) Impression allocation can be changed prior to going live post which we will need a 3 day cushion to change the impression deliveries

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Execution and delivery There are 11 circles which have to go live. But till now we have gone live with Mumbai, Maharashtra & Goa, Karnataka, Delhi and Kolkata.

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Client
Meru Cabs is a new service in India and aims to provide world class taxi services in every city that it enters. Meru will always try to be the hallmark for reliable, high quality service in every city that it operates in.

Meru Cab Company Pvt. Ltd. operates its fleet of modern, air-conditioned, GPS enabled vehicles under the Meru brand name. Meru, is rooted in Indian mythology. The Hindu and Jain mythology refer to Mount Meru as the center of the universe, the abode of Lord Brahma and a pantheon of gods and goddesses. There are many temples in India and abroad, including the famous Angkor Vat in Cambodia, that have been built as symbolic representations of Mount Meru. According to the ancient texts, Meru Mountain was the epicenter of the Earth and when the churning of the oceans (Sagar Manthan) took place, Mount Meru was able to withstand all the resulting turbulence. Meru, the brand is today a symbol of our commitment to unshakeable reliability- the heart of our promise to our customers.

It is this promise of reliability that drives us at Meru Cabs to endeavour to provide the most efficient services every time to our customers. The product: Meru cabs operate in four metro cities i.e Mumbai, Delhi, Hyderabad and Bangalore. You can book a meru cab by phone, sms, online and by emailing
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Modern, brand-new, air-conditioned luxury cabs Usage of clean green fuel - resulting in a cleaner environment and reduced pollution Round the clock availability of cabs backed by a location tracking GPS - based dispatch technology and a 24x7 Customer Service Center. This means a quicker pickup and faster response time to your call for a cab Tamper-proof digital cab meters, integrated with the GPS-system to ensure every fare is tracked, thereby ruling out any possibility of over charging by the driver A printed receipt for every fare, providing details of distance traveled and total amount payable Thoroughly trained Chauffeurs in a smart MERU uniform, fluent in English and Hindi Basic amenities inside the car like face tissues, FM Radio etc. Ability to track the location of the cab real-time through the GPS technology provides security in case of an emergency Emergency security features installed in the taxi for complete safety, including display of our Customer Service Center numbers inside each cab Routine spot checks by our Patrol Vans to ensure highest standards of service Exclusive pick-ups at airports in Mumbai, Hyderabad and Delhi.

Objective of the campaign The key objective is to drive online cab bookings. The purpose is to shift the call center based cab bookings to the web. Awareness is the key objective with a 2 prong requirement:1. 30% are repeat users of Meru Cabs (in a month) We would like to draw them to make bookings online. 2. Currently 70% are uniques (in a month) amongst total users of Meru Cabs. We would like to increase this to 80% (additional 10%) These will be drawn to experience Meru Cabs.
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Campaign Duration
45 days

Target group
Demographics 25 45 M & F Income bracket of Rs 10 lacs p/a Sec A

Psychographics

Audiences who would like to indulge in Comfortable local travel & who dont consider it a luxury.

For them travelling by Meru is like a genral thing and not a luxury. Working professionals A person who wants to go for night parties/theatre and who do not prefer driving because he or she want to booze.

The tourist who wants to explore different places in the cities. The person who wants to board a flight or wants to catch with an urgent meeting.

Findings about the TG

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Source : Based on the report India Online by Juxt Consult Our TG i.e 25-45 years forms almost 49% of the internet audience making it the most significant age bracket.

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Source: Internet and Mobile association of India

Sec A i.e our TG constitutes 37 % of the total internet audience.

Source: Internet and Mobile association of India

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Here we can see that the main point of access for our TG i.e Young men, Working women the main point of access is office. TG- Top personal activities

Age Activity Email Dating Travel info Chat Matrimonial Share pics Check Sports 13-25 41 51 29 53 43 52 46 25-35 37 35 42 34 40 33 37 35-45 13 9 17 8 10 9 11 45+ 9 5 12 5 7 6 6 Total 100 100 100 100 100 100 100 Sample base 12,712 7,128 3,584 8,261 6,683 5,502 8,070

TG-Top professional activities

Age Activity Email Job-Search News Seminar/Workshops Search Networking 13-25 39 43 28 44 35 32 25-35 38 40 42 35 42 42 35-45 14 11 18 11 13 15 45+ 9 6 12 10 10 11 Total 100 100 100 100 100 100 Sample base 11,818 10,387 4,410 3,521 7,005 3,572

Findings about the Generes to be selected

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P r oeo Inentacs u ps f tr e ces % 9% 1 7% 6 4% 9 4% 6 4% 1 3% 7 3% 2 2% 1 2% 1 2% 0 1% 3 1% 3

E a -mil G n ra in rmt ns a h e e l fo aio erc E u aio a in rmt ns a h d c t n l fo aio erc TetC a x ht O lin G m g n e a in O lin jo s e n e bit s M s /Vid oo t eIne e uic e n h t rn t Fin n ia in rmt ns a h a c l fo aio erc B o ra a t k t o t eIne e o k ilwy ic es n h t rn t O lin b n in n e ak g O lin Ne s n e w Ine e Te p o y e Ch t ic Ch t t rn t le h n /Vid o a/Vo e a

Source: IAMAI March 2008

Co t n ne t e e l In rmtio sa h G nra fo a n erc d ctio a in rmtio sa h E ua n l fo a n erc n eJo sa h O lin b erc a c l In rmtio sa h Finn ia fo a n erc n en w O lin e s Co t nmn ne t et n eG m g O lin a in uic id o M s /V e

C m u ict n o mn aio -mil E a x ca Tet ht te e te p o y idoc a o ec a In rnt le h n /v e h t/v ic h t

C m ec o mr e o k gra a tic e B o in ilwy k ts n ebn in O lin a k g

Source: IAMAI March 2008

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YoungMe 25 5 yea n -3 rs Conte nt 18% Com unica m tion 68% Content 20% Older Men36 years -58 Com unication m 67%

Com e m rce 9%

Conte ent ntm 5%

Com erce m 8%

Contentm ent 5%

Target group online activities

W rkin w mn 2-5 y a o g o e 1 8 ers Co te t nn 1% 8 Co m n a n m u ic tio 6% 9
Cn n o te t 2% 7 N n-wrk gwmn 2-5 y a o o in o e 5 8 ers C m u ic tio o mn a n 6% 1

Co mrc me e 9 %

Co te tmn n n et 2 %

Cme e o mrc 5 %

C n n et o te tmn 6 %

Source: IAMAI March 2008

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Recommendations for the Generes

Finance & business Wap/Mobile services News

Matrimonial

Social Networking

Entertainment

Search

Lifestyle

Email

Jobs

Travel

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Wap/ mobile services:

Today audiences need instant answers, constantly communicate and make use of time at hand. They live very connected lives.

Mobile advertising allow us to engage & interact with audiences in a far superior manner as compared to display.

Theyre highly engaged in both their work and their play. They are affluent, heavy Web users, and most likely to make purchases online.

Wap advertising allows us to reach this audience through various targeting parameters.

Mobile applications coupled with RSS feeds are also becoming popular.

Search Paid Search or SEM helps in the below: Brand visibility Competitive advantage Demand-driver Traffic Highly measurable 50% of online Indians use the internet to search for information

This is really important Genere to be present as this is a first step of our client to drive the traffic to the web.
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Travel

Today users have a variety of travel planning tools at hand to bridge the gap between the destination of their choice & allocated budgets.

OTAs such as MMT, Yatra, Travel Guru along with metasearch travel sites such as Zoomtra, Ixigo are constantly competing with low cost airlines such as SpiceJet & established players like Jet Airways & Kingfisher to give the end consumer a competitive price.

21% of the internet users do the booking activity.

Matrimonial

Marriage websites, or online matrimonial sites, are a variation of the standard dating websites, with a focus on those wanting marriage rather than simply dating.

Online Matrimony is an organized web based Matrimonial / Marriage service facilitating wishful young men and women to find their suitable life partners. In India organized marriage services business is worth INR 10 billion.

49% of the internet users search for matrimonial in India. Since our TG is 25+ it is a very important genre to be present on as 52% of the respondent who use the

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internet for matrimonial services are between the age group 2535 years (IAMAI report).

Jobs With job search becoming an increasingly popular online activity, employers & recruitment consultants are vying for the end user attention & he is certainly not complaining! Posting job resumes still being on popular websites, the traffic has witnessed a surge in visitors in these recession times. Users can seek & get: Job opportunities, Interact with the employer of their choice, Expert career advice & consultation, Resume writing services 72% of online Indians use the internet to search for jobs

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Recommended sites

Finance & business Wap/mobile services News

Matrimonial

Social Networking

Entertainment

Search

Email Lifestyle

Jobs

Travel

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Recommended Media plan

Site Horizontals Yahoo

Section Inmail Mov ies ROS Mail(Targetted logout) Inmail ROS

Impresions 6,00,000 6,00,000

Clicks

Views

Fixed Spots/ Days Remarks Regional and age targetting City wise targeting Regional and age targetting

20,000 8,00,000 1,00,00,000 8,000

Rediff

Verticals Moneycontrol

Homepage - Markets ROS Homepage ROS

3 10,00,000 5 10,00,000 Regional and age targetting

IBN Liv e

Social networking sites Network Play

Linked In - Targeted to BDMs, TDMs, Frequent Fliers & Top Mgt

5,00,000 2,50,000

Targetting age wise, designation and city wise. Once the RO issued it cant be c ancelled)

Networks Integrid Media

Wayn, Ebay, Kotak Securities Messenger+(Innovation) Trav el, Lif estyle, Career, Business, Finance, Women Genres Fame Cinema(edms) Search & Profile pages - Naukri, Jeevansaathi, Shaadi MMT - Homepage(Hero shot and Interstitial) Yatra - Homepage(Banner) Bookmyshow - Show time and Confirmation page MMT(Edms) MMT(Etickets)

10,00,000 2,00,000 21,000

City wise targeting Targetting city and age wise

Admagnet

100,000 (Database) 10,00,000 3,00,000 4,00,000 4,00,000 30,000 1 75,000 (Database) - City Targeted City wise targeting

Network play

Video Vdopia News, Business, Travel, Entertainment & Lif estyle Genres Mobile Airtel Search Google Total

15 15 15

Homepage

10,00,000

Targeted to Mumbai & Delhi circle

SEM - Adwords 1,88,80,000

15,023 64,023

54

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Further Recommendation
Digital OOH Media Digital OOH is an emerging marketing channel with audiences that are both desirable and captive. Here's how to harness opportunities on "the fourth screen. There's a burgeoning ad opportunity out there that's not too well known -- yet it's right under our noses. You see it on your way to work or while picking up dinner, maybe at the mall, or on the elevator going to see the boss upstairs. If you're advertising on digital out-of-home (digital OOH) media already, you're ahead of the curve.

The Ad recall among the audience is quite high on digital OOH media. 80 % of the people who consume ooh media is between age group 20-44 and 60% of the ooh media consumers consist of SEC A.

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Widsets On mobile WidSets is a fun and free mobile service that brings your favourite web services directly to your mobile phone. It uses mini-applications called widgets that keep an eye out on updates to websites you normally visit several times a day. WidSets pushes content to your cell phone whenever it becomes available. You no longer have to go to the web in order to fetch the content. Instead, the WidSets client automatically gets it for you as soon as it becomes available. Developers can easily develop widgets for WidSets and instantly make them available for download to a rapidly growing user base. WidSets work on more than 300 mobile device models currently supporting MIDP 2.0, including some 500 million Series 40 and S60 devices worldwide.

Execution and delivery

The entire media plan got approved by the client and soon will be going live.
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Neo@Ogilvy 200 9 Sakshi campaign

The Sakshi campaign main objective was to make aware the media planner about the reach of sakshi newspaper in Andhra Pradesh so that they include them while drawing the media plan. It was basically a campaign for B2B marketing. It was a month long campaign. Our client was Hyderabad based and hence the Hyderabad Ogilvy and Mather division was co handling the client. In the campaign there was only one publisher that was exhange4media and it included various properties on each day for a month. So I had to get the creatives ready and do the quality check and take each and every property live according to the schedule designed by us. The experience helped a lot to understand the complications involved and the procedure to take a campaign live.

Spykar
The objective of the campaign was to drive the footfalls for the end of season sale. The TG was youth the same as Vodafone campus pack. Here I recommended various activities which we could carry online and offline apart from the media recommendation to catch the eyeballs of the youth and drive the footfalls to the store. There were basically $ recommendation: Slapster Game Branding application on Orkut Im environment of the messenger Promotion in Zapak gameplexes Digital OOH

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Conclusion and Learnings

Internship in Neo@Ogilvy was to understand the digital media advertising agency functioning and to understand how an advertising agency functions. I studied the entire digital media in India and got some beautiful insights about the digital media in India. I understood how the media planning and buying is done and the various factors involved while giving the media recommendation while recommending the media plan for two of our major clients. I also got an opportunity to work closely with all the people in the team which gave me insights about the working style and helped to understand the job of a media planner in a better way. I learnt each and every step involved in client servicing, media buying and planning. I learnt how to do the reporting to the client about the campaign, how to make the presentations while pitching, making the Operation sheet, scheduling of the campaign, billing, invoicing, executing the campaign, etc. There were tremendous knowledge which I could grab and also got the opportunity to use my skills and understanding to the core. It shaped my important phase of my career and gave me a boost to my curriculum.

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