Transcript
Zigwheels Media Deck
ZW: Introduction
Strong Customer Engagement across all platforms
Monthly Unique Visitors
Average Spent time
GA: Feb’16 Data
Monthly Visitors
Page per visit
Return Visits
WEB
SITE
WA
PA
PP
Social Media
2,067,777
3,506,835
71,471
2,961,822
4,944,447
662,567
5
4
12
30%
29%
89%
4:21
4:46
3:10
FANS
FOLLOWERS
SUBSCRIBERS
6.5+ Lacs
20,000 +
25,000 +
ONLINE USER
Model Pages Compare News Reviews Videos Zig Forum Car Finance
54% 11% 8% 9% 6% 9% 3%
1. Direct Traffic2. SEO Traffic3. SEM Traffic4. Referral Traffic
What do people visit Zigwheels for?
Essentially new car buyers Prospective buyers and Auto Enthusiast to consume content and take informed decision
GA: Feb’16 Data
81% 19%
Male and Female Audience
Zigwheels- Audience Demographics Profiling
18-24 yrs, 23%
25-34 yrs, 46%
35-44 yrs, 16%
45-54 yrs, 8%
55-64 yrs, 4%
65+ yrs, 3%
Average Age: 32 years
GA: Feb’16 Data
Zigwheels- Audience Demographics Profiling
60% of the ZW traffic comes from listed cities.
GA: Feb’16 Data
Delhi6+ million
Bangalore4+ million
Mumbai4+ million
Chennai3+ million
Pune2+ million
Jaipur2+ million
Hyderabad3+ million
Zigwheels- Audience Behavior Profiling
Source: Internal survey by marketing team
Prospective Car buyer who is doing a research to do decision making
about buying
Auto enthusiasts and manufacturers who come to consume content.
Besides being auto buyer, our audience is also interested in
technology, travel, movies, TV and entertainment.
83% are graduates or post graduates.
89% of them are employed with some source of income.
60% of them earn 10 L and above annually.
ZIGWHEELS- BRAND ADVANTAGE
Zigwheels AwardsZigwheels.com Portal
ZigwheelsApp
Zig Forum
Advertising: Digital Landscape
Display Solutions are going the ‘Native’ way…
4.1 2.7Consumers looked at native ads 52%
more frequently than banner ads(Average number of times the ad was viewed in a session)
32% 23%Native Ads registered 9% higher lift for
brand affinity than banner ads(Percentage of lift in brand favourability)
52% 34%Native Ads registered 18% higher lift for purchase intent than banner ads
(Percentage of lift in purchase intent)
Source: IPG and Sharethrough
32% 19%More users are willing to share a native
ad with friends or family members(Percentage of respondents that said they would share the ad with a
friend or family member)
Native Banner
Also, Sponsored Content opens a new avenue of advertising
26% 24%Consumers looked at sponsored
content more than editorial content(Percentage of users who saw sponsored vs. editorial content)
1 1.2Consumers looked at editorial and
sponsored content for similar duration(Average amount of seconds spent viewing sponsored vs. editorial
content)
71% of publishers received no major complaints from readers for
featuring sponsored content
Source: IPG and Sharethrough
Sponsored Editorial
70% of individuals want to learn about new products through
content rather than through traditional advertising
ZW: Advertising Options
ZW Ad Properties
AD PROPERTY DESCRIPTION UNITS
Standard Banners Most widely used unitRegular units- 970x90 (WEB), 300x 250 (WEB &
WAP) and 320 x 50 (WAP)
NativeNon intrusive user friendly effectively integrated units
Custom Units positioned according to client objective.
Advertorial/ Sponsored Content
Content integrated branding with social coverage
Microsite, featured articles along with social promotion.
ImpactFocused to showcase product
heavily
User initiated Page push down, Tower Banner, video integrated banners, recommender unit-you
may also like.
InnovationMore descriptive units with multi
level expansionUser Initiated multi level expando banners, custom
tower integration, carousel, flicker unit.
E-mailers, newsletters and notifications
Focused on re-targeting prospective buyers/ users
Competition/geo targeting through e-mailers, newsletters and notifications.
Standard Banner: WEB
970x90
300x250
• Standard Banner Placement at top and mid the fold.
• Possible geo and competition
targeting.
• Expected CTR: 0.20-0.25%
Standard Banner: WAP
• 320 x 50 slots at the Top, middle and Bottom
• 300 x 250 slot at the bottom• Possible Geo Targeting • OS Targeting • Device Category Targeting • Competition Targeting (Auto
Category)• Call to Action – LP/ Click to call
• Expected CTR: 0.25% -0.30 %
320 x 50 Banner 300 x 250 Banner
Native Unit: Menu Bar Drop down
• Native integration with menu bar
• Completely non-intrusive• Available on the ‘Bikes’
menu bar across the site• Surprise element to ensure
higher user visibility and engagement
• Expected CTR: 0.30%-0.35%
Native Unit: Suggested Search in search Box: Web/ Wap
Expected CTR(WEB) : 0.25%-0.30% Expected CTR(WEB) : 0.30%-0.35%
Native Unit: Comparison Sponsorship WEB
• Native integration on Comparisons page
• Completely non-intrusive
• Available on the ‘Compar Car’ or ‘Compare bike’ section
• Visibility in the entire competition category.
• Fixed Deliverables:As per client expectation.
Native Unit: Upcoming Car
“First slot in the upcoming car section can be dedicated to sponsored branding.”
Fixed Deliverables: According to client expectations.
Native Unit: Banner insertion in Gallery Pages
Native Ad of Bajaj Pulsar AS 150 in competition gallery pages of Yamaha FZ-SFixed Deliverables: According to client expectations.
Sponsored Content: Microsite (A dedicated brand zone)
Sponsored content positioned on ZW portal.
1. Focused to educate people about products.
2. Gives a lot of information in readable ways like Info graphics,
Videos, Photos etc.
Sponsored Content: WEB
“Featured article on News and Reviews Section”
Sponsored Content: WAP
“Featured article on News and Reviews
Section”
Sponsored Content: Social Media Promotion
Facebook Post
Promotions with Twitter
Impact Unit: Page push down WEB
Expected Deliverables:CTR: 0.40%-0.5%
Impact Unit: TOWER BANNER
Expected Deliverables:CTR: 0.30%-0.35%
Impact Unit: VIDEO INTEGRATION
Expected Deliverables:CTR: 0.25%-0.30%
Impact Unit: PAGE PUSH DOWN
• Fixed 320x50px – with a directive to slide on the creative
• The desired action loads the expanded creative with a prominent close button
• The user can close the interstitial with the close button
• Expected CTR: 0.30%-0.40%
Impact Unit: Native ‘Like’ Integration
• Native integration with “You May Also Like” popup• Perfect for competition targeting• Genuine suggestion box ensures relevant clicks• Available on the menu bar across the site or on competition pages• Expected CTR: 0.4 – 0.5%
Innovation: MULTI LEVEL EXPANDO BANNER
Expected CTR: 0.40%- 0.50 %
Innovation: CUSTOM TOWER INTEGRTAION
• 300x1000 Px Banner
• All in one AD unit
• High User Engagement Oriented !
• Upto 4 different widgets can be integrated into one banner.
• E.g..- Vento has integrated the following widgets to highlight the main features-
• - Image gallery (User can scroll through different images)
• - New 7 Speed DSG Gearbox (The main USP of the car)
• - The latest TVC integration (Video Playback)
• - Social media plugin
• Expected CTR: 0.50-0.70%
Why this unit ?• True multi functional unit• To promote single/ multiple offering from a single brand• To promote key highlights of a single product• To promote multiple offers in various slides• Fixed Home Page Presence• Can be targeted across the site as well• Relatively bigger size, better visibility• Auto slide option on banners• Refer next slide for demo screenshots
• Expected CTR: 0.25% - 0.40%
Innovation Unit: CAROUSEL
Slide 1 Slide 2 Slide 3 Slide 4 Slide 5
Innovation Unit: CAROUSEL
Innovation Unit: Flicker Unit
• A 300x100 banner (at MTF & BTF) with rotating view panes to showcase more information on the creative.
• It can be geo/competition target• Expected CTR: 0.20%-0.25%
Proposed gif** Please view as slide show to see animation
Frame 2 Frame 3
Frame 4 Frame 5
Frame 6
Custom E-Mailers: WEB and WAP users
• Special Custom Mailers can be used to promote car line or offers
• We can target custom database of users looking ot buy competitors car models
• Ideal tool to communicate with the user and feed him with the required communication
• Multiple communication tool -Promote offers, launches, car reviews, news etc..
Newsletters and Notifications
Newsletter and notification Integrations feasible as
1. Banner Integration2. Content Integration
Expected DeliverablesOpen Rate : 7%-10%
Open to click : 9%-11%
THANKS!
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