Online Digital Display Advertising - WordPress.com · advertisement according to the consumer and this is cost effective. This kind of advertisement ... 14 Analysis of preference

Online Digital Display

Advertising

(2014-16)

Mahla Upendrakumar N.

Section - 2

(040201142)

Unitedworld School of Business

Ahmedabad

I

Online digital marketing is the new trend is going on as the crease of internet comes in

the world so this is new technique design by the digital marketer for the advertisement by this

less cost, measurable data, location, time zone and by many more we can segment the

advertisement according to the consumer and this is cost effective. This kind of advertisement

mainly conducted in three type text ad, display ad and video ad format according to the

conversion digital marketer set the advertisement. This is the broad term for the digital marketing

area for the advertiser.

Online digital marketing display advertising is the best kind of the advertisement for the

brand awareness, display product, reach media format and many more kind of purpose done by

the display advertisement. As per the questionnaire and data analysis we can find many kind of

the relation and such kind of the findings and limitation we can observe from this report. For the

digital display advertising which kinds of device are more likely to be use like mobile, tablet,

desktop, or any other ways to watch this kind of advertisement my purpose for this survey is that

to help the digital marketer that such kind of people like to use such kind of advertisement on the

different devices this is the sample data collection I hope that this kind of data will be used in the

such kind of useful purpose.

EXCECUTIVE SUMMERY

II

I have taken efforts in this project. However, it would not have been possible without the

kind support and help of many individuals and organizations. I would like to extend my sincere

thanks to all of them.

I am highly indebted to Dr. Kishor Bhanushali for their guidance and constant

supervision as well as for providing necessary information regarding the project & also for their

support in completing the project.

I would like to express my gratitude towards my friends & class mates for their kind co-

operation and encouragement which help me in completion of this project and for the data

collection from the outside location. I would like to express my special gratitude and thanks to

Mr.Saurabh Pandey (Digital Marketing Advertiser) for giving me such attention and time.

My thanks and appreciations also go to my colleague in developing the project and

people who have willingly helped me out with their abilities.

ACKNOWLEDGEMENT

III

NO TITLE PAGE NO

1 Analysis of Respondent Gender 23

2 Analysis of Respondent Location 24

3 Analysis of Respondent Age 25

4 Analysis of Education Qualification 26

5 Analysis of Occupation 27

6 How often do you so shopping on average? 28

7 Analysis of shopping online 29

8 Analysis of use devices while using internet 30

9 Analysis of Advertisement influence 31

10 Analysis of advertisement for more expensive product (like Automobile) 32

11 Analysis of online purchase behavior of the consumer 33

12 Analysis of advertise effect on mind 34

13 Analysis of Irritation of Advertising 35

14 Analysis of preference of while buying 36

15 Analysis of online Check Preference while doing shopping 37

16 Gender vs. Internet devises use 38

17 Gender vs. Occupation 39

18 Age vs. Shopping on average 40

19 Occupation vs. Irritation of advertisement 41

20 Occupation vs. advertise of text ad (Offer) 42

21 Chi-Square Tests 43

22 Occupation vs. Display ad effect on mind 44

23 Chi-Square Tests 44

LIST OF TABLES

IV

NO TITLE PAGE NO

1 Internet User in the World 2

2 List of Countries by internet usage 2

3 Compare with Mobile, tablet, desktop Internet 3

4 India Internet Traffic by Desktop vs. Mobile 3

5 Google Page Example 7

6 Digital Advertising Market in India 11

7 Total Online ad spend 12

8 Example of Display advertisement 12

9 Example of Display advertisement 13

10 Analysis of Respondent Gender 23

11 Analysis of Respondent Location 24

12 Analysis of Respondent Age 25

13 Analysis of Education Qualification 26

14 Analysis of Occupation 27

15 Analysis of Shopping on average 28

16 Analysis of shopping online 29

17 Analysis of use devices while using internet 30

18 Analysis of Advertisement influence 31

19 Analysis of advertisement for more expensive product (like Automobile) 32

20 Analysis of online purchase behavior of the consumer 33

21 Analysis of advertise effect on mind 34

22 Analysis of Irritation of Advertising 35

23 Analysis of preference of while buying 36

24 Analysis of online Check Preference while doing shopping 37

25 Gender vs. Internet devises use 38

26 Gender vs. Occupation 39

27 Age vs. Shopping on average 40

28 Occupation vs. Irritation of advertisement 41

29 Occupation vs. advertise of text ad (Offer) 43

30 Occupation vs. Display ad effect on mind 45

LIST OF FIGURES

V

Basic knowledge B

1.1 Basic knowledge …………………………… 1

1.2 Problem Statement ………………………….. 7

1.3 Solution …………………………… 8

1.4 Project outline …………………………… 9 1.5 Background Theory …………........................... 10

2.1 An Empirical Analysis of Search Engine Advertising ……… 14

2.2 Performance-Based Advertising ……………………........ 15

2.3 An Economic Analysis of Online Advertising Using ………. 15

Behavioral Targeting

2.4 Targeting in Advertising Markets ………………………….. 16

2.5 Market Power in Online Search and Social-Networking …… 16

2.6 Does Internet Effects the Consumer Perception ……………. 17

2.7 Dynamic Revenue Management for Online ……………….. 17

Display Advertising

2.8 Generation Y and Online Advertising ………………………. 17

2.9 The Planning of Guaranteed Targeted ………………………. 18

Display Advertising

2.10 Driving Online and Offline Sales …………………………… 18

2.11 The Effects of Traditional and Social ………………………. 19

Earned Media on Sales

2.12 The Role of Search Engine Optimization in ………………. 20

CHEPTER: 1 INTRODUCTION 1

CHEPTER: 2 CASE STUDIES/ ARTICALES 14

VI

3.1 Research Methodology …………………………………... 21

4.1 Univarient Data Analyses …………………………………. 23

4.2 Bivarient Data Analyses …………………………………… 38

4.3 Hypothesis …………………………………………………. 42

5.1 Findings …………………………………………………… 46

5.2 Conclusion …………………………………………………. 46

6.1 Bibliography ……………………………………………….. 47

6.2 Article Source ……………………………………………… 47

QUESTIONNAIR

CHEPTER: 3 RESEARCH METHODOLOGIES 21

CHEPTER: 4 DATA ANALYSIS 23

CHEPTER: 5 FINDINGS & CONCUSION 46

CHEPTER: 6 BIBILIOGRAPHY 47

ANNEXTURE 51

BLANK PAGE

1

1.1 Basic knowledge The Internet, Endless and became essential part of the human life and as Business prospect. Now

a day in the corporate world is if the Business want to grow then it is the way to introduce your business

to the world and say you can exist in the market. This is 21st century the whole world want to compete

with each other so for that everyone want to do some this new to which is more efficient and favorable to

the each and every industry wants to sale their product and familiar with the consumers mind so for that

advertising is the essential part for the any kind of product, industry, organization.

The marketing manager prospect want to promote in the broad way with low cost maximum

campaign should be done for the firm health for promoting any kind of activity that could be happen in

the two way offline and online advertising both terms are in the broad way we can define and both have

pros and cons of each area if we take offline advertising then this is the oldest of the advertising method

and we can see that in the every day to day life style as Newspapers, Billboards, Magazine, Posters,T.V

etc.

For the offline advertising many kinds of methods are available now this this has certain limit in

the sense we can say that can be set for limited location wise and cost are huge so that can be prefer for

higher budget but online marketing is the other then this because the internet is the endless worldwide that

use for different kind of purposes. As per the digital marketing prospect this is new trend is going on

using internet and now internet is became essential part of the life to explore our knowledge so branding

of any kind of product this has to be a creative and get the measurable data that the predict advertising on

the mankind.

So as per the topic discussed digital marketing mean which is digitally represent among the

people as on television, digital board(Bill board), internet, etc. The digital world is now became as the

broad way we can say that using any kind of digital graphics made and virtually represent that is known

as digital and marketing means the attraction being aware the product to the consumer that product is

exist and it‘s feature that should be attractive to the consumer. Then why we have to doing like this the

normal answer is that physical things are limited while by virtual thing we get extra feeling and get

attracted towards the consumer mind set and that data can‘t be measurable that how many people get

affected by that kind of advertising while on the television or digital display get more live and attracted

and television adverting connect with more people and that somewhat measurable too. Internet user in

India are growing very fast so and now a days social sites, education, commercial site, government portal,

banking are all are became physical to virtual site mean they are using internet and moving towards paper

to laptop or computer user any kind of problem solve by the internet and in the banking and education

sector more people are use or we can say more dependent on the technology so marketing manager don‘t

want to waste this opportunity so now in the market digital marketing came so by the banking sector,

commercial site, industries all sectors want to promote their product and services on the internet.

The benefit of the internet is that this is more usable rather than television are promoting and

internet advertising are more specific, wide direction, and measurable and low cost adverting and we can

CHEPTER: 1 INTRODUCTION

2

manage all the thing within our budget as per the Google Trend analysis we can see the how the trend is

going on as define below

Figure:1 Internet User in the World

Around 40% of the world population has an internet connection today. In 1995, it was less than

1%.The number of internet users has increased tenfold from 1999 to 2013.

The first billion was reached in 2005. The second billion in 2010. The third billion in 2014.

The chart and table below show the number of global internet users per year since 19931

Figure 2: List of Countries by internet usage

1 http://www.internetlivestats.com/internet-users/

3

As per the data shown the users are tremendously increasing every day so we can predict that the

online marketing has bright future and India got 3rd

rank and 14% of the growth we got.

Figure 3: Compare with Mobile, tablet, desktop Internet

2

Figure 4: India Internet Traffic by Desktop vs. Mobile

3

2 http://www.google.co.in/trends/

4

As per the Google trend and by the medianama we can say that the using of the internet trend is

grown up the mobile internet is now more popular rather than other devices and it is going on so we can

predict the importance of the advertising because the mobile internet smartphone are more popular than

others so this kind of opportunity we got so that catch by the marketing, branding the product

information.

Internet marketing has two types of main category we can define as the organic and inorganic

(paid) advertising by the way this kind of advertising allows the Google, Bing, Yahoo etc. Search engine

are allow to do advertising and for that we have to pay for that kind of advertisement. There are mainly

two types of searching process/ methods:

1) Search Engine Optimization (SEO)

2) Search Engine Marketing (SEM)

1) Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of

a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

In general, the earlier (or higher ranked on the search results page), and more frequently a

site appears in the search results list, the more visitors it will receive from the search

engine's users. SEO may target different kinds of search, including image search, local

search, video search, academic search, news search and industry-specific vertical

search engines.4

The Organic search result we can manage by understanding of the such kind of the terms

so we can design that kind of the website so we get the best result from the search engine

like

Backlinks: This is the process by that we can generate traffic on that website by

using other high ranking web site so we can create our website traffic and get high

ranking position

Page Rank: This term we can define that the website can quality and the content

of the website by that the user get more benefit from that content that is define by

the search engines automatically by using crawling process.

Crawling: Crawling is the process by that the website analyze by that search

engine decide update of website, content, quality of website, tag, title all king of

measurement is done.

Webmaster: This is one king of tool by that any kind of website can be visible on

the any kind of the website on the search engines.

3 http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-

subscribers-report/ 4 http://en.wikipedia.org/wiki/Search_engine_optimization

5

Spider: This is the process by using any kind of the search engine can find the

relative search page within a microsecond by using crawling prosess.

2) Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that involves the

promotion of websites by increasing their visibility in search engine results pages (SERPs)

through optimization and advertising. SEM may use search engine optimization (SEO),

which adjusts or rewrites website content to achieve a higher ranking in search engine

results pages, or use pay per click (PPC) listings.5

This is inorganic for that every advertiser has to pay for the advertising that payment

taken by the search engines and search engines promote their ads as per their convenient for

that we have to understand such kind of terms used by the search engine.

Search Engine Result Page (SERPs): This is the result page which is internet user want

to find the most relevant results find by the search engine.

Pay per Click (PPC): PPC is the kind of strategy by that advertiser has to pay search

engines for if the any user click that adverse than pay so if click happen then has to pay.

Key Planner: This is the tool that helps the advertiser for using most popular keywords

by that using he can advertise what he want by using that key words. For the advertise

any kind of the website or content then key word is the essential part of the thing on

which he has to bit the best cost which can pay to the search engine

Keywords: Keywords are the phrase or group of words by that any kind of internet user

want the result and get the most relevant different kinds of results

Adwords: Adwords is the tool by that advertiser can make ad and publish that ad on the

relevant page and bid has to decide by the advertiser. For that advertiser has to create

Adwords account by that advertiser can get the chance of advertising on search engines.

Cost per Impression: These types of cost are paid for the only seen by the user if take

action or not that doesn‘t matter to the advertiser then he can set this kind of payment.

Search Engine use such kinds of matrices and methods by that the Search Engine Marketing

follow the strategy. There are four categories of methods and metrics used to optimize websites

through search engine marketing.

1. Keyword research and analysis involves three "steps": ensuring the site can be indexed

in the search engines, finding the most relevant and popular keywords for the site and its

products, and using those keywords on the site in a way that will generate and convert

traffic. A follow-on effect of keyword analysis and research is the search perception

impact. Search perception impact describes the identified impact of a brand's search

results on consumer perception, including title and Meta tags, site indexing, and keyword

focus. As online searching is often the first step for potential consumers/customers, the

search perception impact shapes the brand impression for each individual.

5 http://en.wikipedia.org/wiki/Search_engine_marketing

6

2. Website saturation and popularity or how much presence a website has on search

engines, can be analyzed through the number of pages of the site that are indexed on

search engines (saturation) and how many backlinks the site has (popularity). It requires

pages to contain keywords people are looking for and ensure that they rank high enough

in search engine rankings. Most search engines include some form of link popularity in

their ranking algorithms. The following are major tools measuring various aspects of

saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market

leap‘s Link Popularity and Search Engine Saturation.

3. Back end tools, including Web analytic tools and HTML validators, provide data on a

website and its visitors and allow the success of a website to be measured. They range

from simple traffic counters to tools that work with log files and to more sophisticated

tools that are based on page tagging (putting JavaScript or an image on a page to track

actions). These tools can deliver conversion-related information.

4. Whois tools reveal the owners of various websites, and can provide valuable information

relating to copyright and trademark issues.6

So the now we can define the what organic and inorganic search engines for that user

Figure 5: Google Page Example

6 http://en.wikipedia.org/wiki/Search_engine_marketing

7

1.2 Problem Statement As we learn the basic things of the online advertising strategy that has to play all the digital

marketing managers so I have raised such kind of the question just like

1) What are online Digital Display Advertising and its benefit to the advertiser in

percentage weight?

2) How digital Display can create and show online and its effect on sales after advertising

by online and cost for that advertising?

3) Role play of the Digital marketing in the Industries and its benefit to the firm and its

importance?

4) Scenario of the digital display and types of the display advertising?

8

5) Most affecting factor to the online digital display advertisement.

1.3 Solution

The digital marketing prospect many kinds of advertising we can do just like text ad,

display ad, graphics or motion ad, and video ad. Text ad we see in the SEM and SEO when

Search engine result pages are shown at that time this king of the advertising event can happen

and for the video advertising most of Google Gives us to YouTube site on that channel we can

advertise as video as per requirement in that skip video, compulsory advertisement videos,

search engine videos different kings of the video category define by the YouTube channel. For

this topic here main subject is online digital display marketing so we are concentrate on this topic

only and its benefit to the advertiser and its effect on the consumer behavior.

Easy, affordable and powerful, online display ads run online to build brand awareness

and drive sales to both online and brick and mortar stores. Display ads are among the most

effective for grabbing online visitors‘ attention and help you set yourself apart from other

advertisers. Seacoast Media Group provides a variety of online display advertising formats to

help you reach the right audience for a good return on your investment. Your consultant can

work with you to create a custom plan that includes the advertising units that achieves the

marketing goals for your business growth.

The types of digital display advertisement and its benefit:

Home Page and Run of Site Display Advertising

Home page Display advertising gives you impact with presence on the home page of our

websites. Run of Site Display Advertising are online ads that run throughout the

websites. Your business benefits from the association of your message alongside the

news and information from a trusted, local newspaper Web site.

Share of Day Display Advertising

Dominate for a full day and capture your share of local shoppers on key buying days.

Section-Targeted Display Advertising allows you to target your message to online

audience segments by content topic. Check with your Seacoast Media Group consultant

about availability of additional section-targeted advertising.

9

On Target- Display Advertising allows you to reach beyond our websites and places

and target specific audiences by zip code and interest to ensure you get the most bang for

your buck.

Floating Ads – memorable for the right reasons.

Once your floating ad appears for 10 seconds, it then disappears to reveal your logo ad on

that same page to keep your message top of mind and allow for further interaction with

your brand and message. A visitor will only see one Floating Ad per 24-hour period from

their computer, not multiple times per day or multiple times per site, like some ads. Ads

are limited to one advertiser per day, so your message will really stick.

Sliding Billboards are main-page advertising that really appeals to our visitors.

Similar to Floating Ads, Sliding Billboards are memorable for the right reasons. Your

message will appear in full on the home page of Seacoastonline.com for 10 seconds, and

then retreat into a ―pencil‖ sized ad unit and remain present to keep your message top of

mind and allow further interaction with your brand and message for those who desire it.

Ads are limited to 12 per month.7

The best way to represent the digital display on the most powerful or we can say high

ranking website we have to find and on that we can run on that display advertisement. But

how can we find that the best which is the best and high ranking website so we can take help

of moonsy.com site by that we can find the backlinks, page rank, quality score all arewe can

find on that website.

1.4 Project outline

Digital display as the campaign we have to follow such king of steps for that and

regarding the data survey of the campaign we have to do for the specific are and has to

know that the interest towards the display advertising and effect after the campaign all

that we have to observe for that for the specific are we will take survey that for prepare

for the questionnaire such that all kind of people young, old, can define the for that we

have to know their buying behavior for the product and find the most efficient way to

take that kid of the survey for that choosing automobile sector in that Honda for that

specific car amaze we are targeting.

7 http://services.seacoastonline.com/media-kit/products-services/digital-advertising/display-advertising/

10

After taking survey analyses the data and for that sampling data will use for the

specific are I am planning to take survey for that at Gandhinagar and Ahmedabad for that

I have to approach the Honda showroom and get some data for that the how they run the

campaign for that specific product and what is the effect after that kind of product. And

what kind of digital display online they are campaign nearby the area and comparing to

other product which doesn‘t advertising through the digital display advertisement but the

main thing is that how much this is helpful to the consumer, producer and the

effectiveness of the sales for the product.

1.5 Background Theory

Display advertising is graphical advertising on the World Wide Web that appears next to

content on web pages, IM applications, email, etc.

These ads, often referred to as banners, come in standardized ad sizes, and can include text,

logos, pictures, or more recently, rich media.

Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a

combination of text, audio, still images, animation, video, and interactivity content for active

participation from the recipient of the ad.

You may picture display advertising like magazine or newspaper ads, just online and - like TV

commercials - with the possibility of moving from static to interactive, flash and video.

However, display advertising has a significant advantage over advertising in magazines,

newspapers and TVs:

1. Targeting options such as demographic and behavioral targeting are available to laser in on your

audience and,

2. You can track the performance of your campaign daily to measure metrics such as impressions,

clicks and conversions to calculate your ROI.8

Figure 6: Digital Advertising Market in India

8 http://help.yahoo.com/l/us/yahoo/ysm/mda/basics/what_displayadvertising.html

11

9

According to the http://dazeinfo.com/ digital marketing is growing up every year and that

benefit also gone to the producer and increase their sales.

The report highlighted that in the current scenario Search and Display are the two top

contributors to the total Digital Advertisement expenditure in India. Search ads accounted for

38% of the overall ad spending followed by display ads which constituted 29% and next in

line was Social Media contributing 13% of the total online endorsements. India is now

ranked the fourth largest audience of searchers in the world after China, US and Japan. But in

2015, this proportion of spending on search ads is expected to be narrowed down by an

increase in the expenditure of emails, video and mobile advertisements. By 2015, spend on

video ads is expected to grow by a Compound Annual Growth Rate (CAGR) of 56%, hence

contributing 12% to the overall share of Digital Market spending.

By 2015, spend on video ads is expected to grow by a Compound Annual Growth

Rate (CAGR) of 56%, hence contributing 12% to the overall share of Digital Market

spending. The key industries players driving the Digital Advertisement Marketing spend in

India are the E-commerce, Telecom and the FMCG sector based companies. E-commerce is

the fastest growing industry in India, which is expected to reach $22 billion by 2018 and so

they are the leaders in terms of their digital ad-spends contributing close to 20% of the

overall online ad spend in India. The percentage of digital advertisement allocation by the e-

commerce industry has been growing at a CAGR of 59% since 2011 and is expected to reach

₹ 495 cr. by FY 2014. Figure 7: Total Online ad spend

9 http://dazeinfo.com/2014/09/05/search-display-ads-contribute-two-third-digital-advertising-india-fy2014/

12

The Latest trends are going on the in the India how fast the digital display advertising is going on

that describe in the above graph but main thing is that what is digital display advertising so

Figure 8: Example of Display advertisement

13

Likewise this kind of advertisement the producer mostly doing the promotion hare my topic on

Honda amaze so this kind of advertisement shown as online digital display on the internet

Figure 9: Example of Display advertisement

By done this kind of study we can say that this is the hot topic of the advertisement

industry so this is the best opportunity to grab this chance to become a part of it.

Popular website gives this kind of

advertise for their product the

important thing is that this kind of

the advertisement could be done

in the different types like Poster,

Graphics, Rich media format etc.

14

2.1 An Empirical Analysis of Search Engine Advertising: Sponsored

Search in Electronic Markets

Anindya Ghose & Sha Yang (2009): The phenomenon of sponsored search advertising

where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-

sponsored) web search results is gaining ground as the largest source of revenues for search

engines. Using a unique 6 month panel dataset of several hundred keywords collected from a

large nationwide retailer that advertises on Google, we empirically model the relationship

between different sponsored search metrics such as click-through rates, conversion rates,

cost-per-click, and ranking of advertisements. Our paper proposes a novel framework and

data to better understand the factors that drive differences in these metrics. We use a

Hierarchical Bayesian modeling framework and estimate the model using Markov Chain

Monte Carlo (MCMC) methods. Using a simultaneous equations model, we quantify the

relationship between various keyword characteristics, position of the advertisement and the

landing page quality score on consumer search and purchase behavior as well as on

advertiser‘s cost-per-click and the search engine‘s ranking decision. Specifically, we find that

(i) Retailer-specific keywords are associated with an increase in click-through and

conversion rates while brand-specific keywords are associated with a decrease in

click-through and conversion rates

(ii) The monetary value of a click is not uniform across all positions because

conversion rates are highest at the top and decrease with rank on as one goes

down the search engine results page

(iii) While search engines take into account the current period‘s bid as well as prior

click-through rates before deciding the final rank of an advertisement in the

current period, the current bid has a larger effect than prior click-through rates

(iv) An increase in landing page quality scores is associated with an increase in

conversion rates and a decrease in advertiser‘s cost-per-click and

(v) Keywords that have more prominent positions on the search engine results page,

and thus experience higher click-through or conversion rates are not necessarily

the most profitable ones – profits are often higher at the middle positions than at

the top or the bottom ones. Besides providing managerial insights into search

engine advertising, these results shed light on some key assumptions made in the

theoretical modeling literature in sponsored search.

CHEPTER: 2 CASE STUDIES/ ARTICALES

15

2.2 Performance-Based Advertising: Price and Advertising as Signals of

Product Quality

Juan Feng & Jinhong Xie (2000): Performance-based advertising is becoming

increasingly popular in the online advertising industry, where the advertiser pays to the

publisher only when an "action" (e.g., a click-through) is generated by the advertisement.

We study how the performance-based advertising scheme affects one of the fundamental

functions of advertising - signaling product quality. We identify two critical factors that

affect the signaling function of advertising under performance-based pricing:

(1) The demand uncertainty factor, which measures advertisers' uncertainty about

their potential market, and

(2) The advertising performance over-measure factor, which describes the extent

to which product performance accounts for advertising performance.

We find that the uncertainty factor facilitates, but the over-measure factor

impedes (or even destroys) the signaling function of performance-based advertising.

Specifically,

Our results show that in the presence of the over-measure factor, switching from

impression-based to performance-based advertising:

(a) reduces the number of situations in which advertising can be used to signal

quality,

(b) Increases the prices charged to consumers,

(c) Increases the expected advertising expenditure if the cost differentiation

between the high- and low-quality firms is sufficiently high, but decreases the expected

advertising expenditure otherwise, and

(d) Increases the advertiser's profit if the over-measure factor is low but the

uncertainty factor is high, and decreases the profit otherwise.

2.3 An Economic Analysis of Online Advertising Using Behavioral

Targeting

Jianqing Chen & Jan Stallaert(2010): Recently there has been an increased

interest in using targeted advertising online: users are presented with advertisements that

are a better match, based on their past browsing and search behavior and other available

information (e.g., hobbies registered on a website). This technique, known as behavioral

targeting, has been hailed as the new ―Holy Grail‖ in online advertising because of its

potential effectiveness. In this paper, we study the economic implications when an online

publisher engages in behavioral targeting. The publisher auctions off an advertising slot

and is paid on a cost-per-click basis. Using a horizontal differentiation model to capture

the fit between a user and an advertisement being displayed, we identify the factors that

affect the publisher's revenue, the advertisers' payoff, and social welfare. We show that

revenue for the online publisher in some circumstances can double when using behavioral

targeting. On the other hand, increased revenue for the publisher is not guaranteed: in

16

some cases the prices of advertising and hence the publisher's revenue can be lower,

depending on the degree of competition and the advertisers' valuations. We identify two

effects associated with behavioral targeting: a competitive effect and a propensity effect.

The relative strength of the two effects determines whether the publisher's revenue is

positively or negatively affected. We also demonstrate that although social welfare is

increased and small advertisers are better off under behavioral targeting, the dominant

advertiser might be worse off and reluctant to switch from traditional advertising.

2.4 Targeting in Advertising Markets: Implications for Offline vs. Online

Media

Dirk Bergemann & Alessandro Bonatti(2010): We develop a model with many

heterogeneous advertisers (products) and advertising markets (media). Each advertiser

has a different consumer segment for its product, and each medium has a different ability

to target advertisement messages. We characterize the competitive equilibrium in the

media markets and investigate the role of targeting for the price and allocation of

advertisements across media markets.

An increase in the targeting ability leads to an increase in the total number of

purchases (matches), and hence in the social value of advertisements. Yet, an improved

targeting ability also increases the concentration of advertising firms in each market.

Surprisingly, we find that the equilibrium price for advertisements is decreasing in the

targeting ability over a large range of parameter values.

We trace out the implications of targeting for competing media markets. We

distinguish offline and online media by their targeting ability: low versus high. We show

that competition by an online medium lowers the revenue of the offline medium more

than competition by another offline medium of the same size.

2.5 Market Power in Online Search and Social-Networking: A Matter of

Two-Sided Markets

Florence Thépot(2013):The online-search and social-networking industries are

characterized by the concentration of large market shares among a very limited number

of actors. Being advertisement-based media, search engines and social-networking

websites fall within the category of special types of markets known as two-sided markets

or platforms. Two-sided markets or platforms have two distinct user groups which

produce network benefits for each other. The platforms enable the user groups to

minimize the transaction costs they would otherwise incur, in interacting with or

searching for each other. Competition authorities cannot ignore the economics of two-

sided markets in assessing market power in the search and social networking industries.

This paper provides a framework for defining the relevant market and for assessing

17

market power in the industries of online search and social-networking websites, focusing

on the current leaders Google and Facebook and argues that online-search and social-

networking websites may exert competitive constraints on each other, as they both

operate in the relevant market for ‗monetization of user‘s information by online

advertising‘.

2.6 Does Internet Effects the Consumer Perception – A Case of Internet

Advertisement

Sanjeet Singh & Harbeer Singh(2012): A client's perception of value isn't based on

how much they pay, but on whether their expectations will be met and the benefit they

will receive. The online consumer perceives price as an important consideration in

buying decisions when assessed against other factors. Effectively utilizing marketing and

sales resources has become a top priority for many organizations. Perception is the

process by which individuals select, organize, and interpret stimuli into a meaningful and

coherent picture of the world. The current study examined the impact of the internet on

the consumer perception. The results of this study show that the Internet plays a

prominent role among young people in India. A majority of people aged 15 to 24

surveyed in this study spent one to three hours in the Internet. This research shows that

the internet advertisements affect most of the consumer‘s perception.

2.7 Dynamic Revenue Management for Online Display Advertising

Guillaume Roels & Kristin Fridgeirsdottir(2009): In this paper, we propose a

dynamic optimization model to maximize a web publisher's online display advertising

revenues. Our model dynamically selects which advertising requests to accept and

dynamically delivers the promised advertising impressions to viewers so as to maximize

revenue, accounting for uncertainty in advertising requests and website traffic. After

characterizing the structural properties of our model, we propose a Certainty Equivalent

Control heuristic and then show with a real case study that our optimization-based

method outperforms common practices. These results highlight the importance of

accounting for the opportunity cost of capacity allocation in advertisement contract

negotiation for globally maximizing online publishers' revenues.

2.8 Generation Y and Online Advertising:

Perceptions and Preferences of Social Media Networking Sites

Bellarmine A. Ezumah(2012): Because most people consider advertising an irritant

and a distraction and would avoid it should there be an alternative, advertising agencies

strive to utilize the interactive, demystifying, and asynchronous qualities of newer

technologies to create an appealing advertisement. The current study investigates whether

college students‘ attitudes toward advertising on traditional media are different when

18

online advertising is used, especially on Social Media Networking Sites (SMNSs).

Employing the concept of reciprocity (of replicating offline attitudes online) and the flow

theory that relates one‘s concentration on an activity and its impact on other occurrences

happening around him or her, 287 college students responded to a questionnaire on their

perceptions of online advertising, their preferred SMNS, and the SMNS on which they

would consider viewing an advertising message. The results showed that 57.8% of the

participants avoid online advertising at all costs, which is similar to their offline

perception of advertising. Some 42.2% reported that they may consider viewing online

advertising if the attributes of relevance, interest, creativity, and interactivity are present,

as in viral advertisement. In addition, among the four SMNSs reviewed — Facebook,

MySpace, Twitter, and LinkedIn — a majority of students indicated that Facebook is

their preferred site for online advertising because it allows for creativity and they

consider those messages credible, especially if their Facebook friends tagged, liked, or

shared the advertisement.

2.9 The Planning of Guaranteed Targeted Display Advertising

John Turner (2011): As targeted advertising becomes prevalent in a wide variety of

media vehicles, planning models become increasingly important to ad networks that need

to match ads to appropriate audience segments, provide a high quality of service (meet

advertisers' goals), and ensure ad serving opportunities are not wasted. We define

Guaranteed Targeted Display Advertising (GTDA) as a class of media vehicles that

include webpage banner ads, video games, electronic outdoor billboards, and the next

generation of digital TV, and formulate the GTDA planning problem as a transportation

problem with quadratic objective. By modeling audience uncertainty, forecast errors, and

the ad server's execution of the plan, we derive sufficient conditions that state when our

quadratic objective is a good surrogate for several ad delivery performance metrics.

Moreover, our quadratic objective allows us to construct duality-based bounds for

evaluating aggregations of the audience space, leading to two efficient algorithms for

solving large problems: the first intelligently refines the audience space into successively

smaller blocks, and the second uses scaling to find a feasible solution given a fixed

audience space partition. Near-optimal schedules can often be produced despite

significant aggregation

2.10 Driving Online and Offline Sales:

The Cross-Channel Effects of Digital vs. Traditional Advertising

Isaac M. Dinner,Harald J. Van Heerde & Scott Neslin(2012): Today's marketing

environment is characterized by a surge in multichannel shopping and ever more choice

in advertising channels. This requires firms to understand how both digital and traditional

advertising drive sales within the same channel (e.g., digital advertising affecting online

19

sales) and across channels (e.g., digital advertising affecting offline sales). We develop a

Dynamic Linear Model (DLM) to measure these effects. `

The model addresses:

(1) The erogeneity of advertising,

(2) Dynamic advertising effects,

(3) A multivariate dependent variable

(4) Heterogeneity across markets, and

(5) Competitive advertising effects.

It decomposes advertising‘s impact into customer counts and spends. We calibrate the

model using data from a large, upscale retailer. We estimate elasticity for traditional

(offline), online display (banner) and online search advertising on online and offline sales.

Further, we develop and test hypotheses on how advertising impacts own- and cross-

channel sales. We find that cross-channel effects exist and are important. For example,

much of the impact of digital advertising can be attributed to its effect on the offline

channel, primarily because of the impact on customer count.

2.11 The Effects of Traditional and Social Earned Media on Sales:

A Study of a Micro lending Marketplace

Andrew T. Stephen & Jeff Galak(2012): Marketers distinguish between three

types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g.,

publicity). The effects of paid media on sales have been extensively covered in the

marketing literature. The effects of earned media, however, have received limited

attention. This paper examines how two types of earned media, traditional (e.g., publicity

and press mentions) and social (e.g., blog and online community posts), affect sales and

activity in each other. Fourteen months of daily sales and media activity data from a micro

lending marketplace website are analyzed using a multivariate autoregressive time series

model. The authors find that

(i) Both traditional and social earned media affect sales,

(ii) The per-event sales impact of traditional earned media activity is larger than for social

earned media

(iii) However, because of the greater frequency of social earned media activity, after

adjusting for event frequency social earned media‘s sales elasticity is significantly

greater than traditional earned media‘s, and

20

(iv) Social earned media appears to play an important role in driving traditional earned media

activity.

2.12 The Role of Search Engine Optimization in Search Marketing

Ron Berman (2012): In this paper we study the impact of search engine optimization

(SEO) on the competition between advertisers for organic and sponsored search results. We

find that a positive level of search engine optimization may improve the search engine‘s

ranking quality and thus the satisfaction of its visitors. In the absence of sponsored links, the

organic ranking is improved by SEO if and only if the quality provided by a website is

sufficiently positively correlated with its valuation for consumers. In the presence of

sponsored links, the results are accentuated and hold regardless of the correlation. When

sponsored links serve as a second chance to acquire clicks from the search engine, low

quality websites have a reduced incentive to invest in SEO, giving an advantage to their high

quality counterparts. As a result of the high expected quality on the organic side, consumers

begin their search with an organic click. Although SEO can improve consumer welfare and

the payoff of high quality sites, we find that the search engine‘s revenues are typically lower

when advertisers spend more on SEO and thus less on sponsored links. Modeling the impact

of the minimum bid set by the search engine reveals an inverse-U shaped relationship

between the minimum bid and search engine profits, suggesting an optimal minimum bid that

is decreasing in the level of SEO activity.

21

Nowadays as internet trends is act as the essential part of the life it makes life so easy and

any kind of product came to the door step ahead and we get more kinds of facility. As per the

online trend come across the world every kind of information, product, services get step ahead so

in that digital marketing comes across that because every product required awareness for that

more number of people has to know about that product or service so people get interact with that

facility and get more popularity so advertisement play a major role for that on the internet mainly

we get three kind of advertisement text ad, display ad and video ad every kinds of ad have their

own value but which kind of ad where and how to place that can do only by digital marketer.

As per my subject online digital display advertising this is the broad term in that case this

help to advertise for branding, brand awareness, product information, and many kind of purpose

solve by this kind of advertisement in this category there are known as banner format in that

many kind of display advertisement we can do like simple display, reach media display, graphics

display etc. main thing is that which kind of advertisement should be place at right time. Because

main thing is that for the advertiser it should be convertible or we can say lead generator so they

get benefit from that everyone want lead and if the advertisement is not effective then doing

advertisement became worthless so it should be maintain for that marketer has to do proper bid,

find effective consumer for that select proper keywords, proper landing page, advertise should be

place on high ranking website so advertise get most probability for lead generation this is the

whole key factor that affect to the digital marketer.

Online digital display advertising as the title define for that survey questionnaire that

require proper format and that made to be easy understand to the respondent so that they can fill

properly and easy language should be used for that I had made that questionnaire in multi tick

with different option I prefer close ended because for every form design we should kept in mind

that how much respondent may take time for fill that kind of questionnaire according to we have

to manage for that there is mainly two type of form design as per close ended and other one is

open ended in that respondent can fill appropriate answer as per the question define but open

ended time consumer question so I didn‘t take that kind of question. As per the my topic I

concern with the advertising oriented so I was focusing on that only so for that for the respondent

information for that only name, location, age, gender, education qualification all that required.

Location required because as per the location which kind of people which kind of advertisement

they may like that we can obtain from that here I was approached only three location as like

Ahmedabad, Gandhinagar and Uwarsad then after age I was selected because this is online

advertising so for that I want to know which king of advertisement like to watch at what age so

for that I made question in group wise so I can know frequencies of that age group then most

CHEPTER: 3 RESEARCH METHODOLOGIES

22

important is education qualification because that we can say that If people are educated then only

probability goes high that they might be use more internet and they are more aware about the

technology when I was suffering with the outside for fill questionnaire so most of people I had to

fight for find educated people because here Gujarati language people know so minimum I have

to decide as lower limit is undergraduate because may be English can‘t understand by everyone

so that is lake of the questionnaire and second one is internet user that is major problem for this

topic so educated people need for this kind of the survey during this activity I learn so many

things like I have made so many mistake in the questionnaire that discussed in the field and some

are discussed which kinds of the difficulty thy are find during the online purchasing and what

kind of harassment done by the advertisement when unwanted advertise appear on the screen that

is bed factor for the digital marketer.

After this survey analysis should be done for that I am using Statistical Package for the

Social Sciences (SPSS) software and Microsoft Excel both are very important the statistical

data analysis for graph, charts in this analysis I am using Univarient, Bivariant and hypothesis

analysis in the Univarient data take every question individualy then take graph and chart with

table and comment given same thing happen with the Bivarient data but in that take two variable

and then done analysis and see what kind of respond happen when particular variable change and

at the last hypothesis done in that we are finding the relation they are relate with each other or

not whole kind of the process done then at the last I find something that can‘t be define by the

statistical that is practical knowledge so this software help me a lot for the doing this king of

survey.

The data analysis part done after that which I find that should be defined in the different

chapter which is known as findings and conclusion. During this survey I got lots of experience

for the real field and get a great kind of knowledge that is more important for me.

23

Topic 1: Univariant

Online digital display analysis here observing different kind of location for the different kind of

samples we are taking out of them gender ratio base on location that we have to observe here we

have total 92 sample.

01: Analysis of Respondent Gender

Table: 4.1

Analysis of Respondent Gender

Frequency Percent

Male 71 77.2

Female 21 22.8

Total 92 100.0

Figure 10: Analysis of Respondent Gender

Male 77%

Female 23%

Analysis of Respondent Gender

CHEPTER: 4 UNIVARIENT AND BIVARIENT ANALYSIS

24

As shown in the above figure we can see that out of the analysis in frequency 71 Male and

21 are Female mean that is 23% are Female and 77% are Male Respondent we are covering out

of the whole analysis. So here male are more than female respondent.

02: Analysis of Respondent Location

Table: 4.2

Figure 11: Analysis of Respondent Location

As per the location wise sample collection here we can see that out of 92 from the

Ahmedabad 57, Gandhinagar 10 and from Uwarsad 25 respondent are there it mean that we got

from Uwarsad 27%, Ahmedabad 62% and from Gandhinagar 11% of Respondent are there so

Ahmedabad 62%

Gandhinagar 11%

Uwarsad 27%

Analysis of Respondent Location

Analysis of Respondent Location

Frequency Percent

Ahmedabad 57 62.0

Gandhinagar 10 10.9

Uwarsad 25 27.2

Total 92 100.0

25

here we are collected samples from three location of Gujarat State. So here from Ahmedabad we

get more respondent then Uwarsad then after at last Gandhinagar sample came in the Descending

order as we can arrange.

03: Analysis of Respondent Age

Table: 4.3

Figure 12: Analysis of Respondent Age

So here we can see that the ages of the Respondent are in the range that define as respect

to the table we can say that below 18 years give 9 people response between 18-24 we get 47

below 18 years 10%

Between 18 – 24 Years 51%

Between 25- 34 Years 28%

Between 45 -54 Years

11%

Analysis of Respondent Age

Analysis of Respondent Age

Frequency Percent

below 18 years 9 9.8

Between 18 – 24 Years 47 51.1

Between 25- 34 Years 26 28.3

Between 45 -54 Years 10 10.9

Total 92 100.0

26

response between 25-34 we get 26 respondent and at last between 45-54 we get 10 respondent so

we can see that here we have younger age responder more than the old age respondent so as per

the marketer young generation get more attractive towards the technology and they get interested

to know such new product and get big opportunity to get market to the producer. As per the

article young generation are more connected with the digital devices so that is big opportunity to

the digital marketer to grab this opportunity from the market. So we get maximum 51% of young

from 18-24 years of age we can find.

04: Analysis of Education Qualification

Table: 4.4

Figure 12: Analysis of Education Qualification

Undergraduate 23%

Graduate 37%

Post Graduate 26%

Professional Degree Holder

14%

Analysis of Education Qualification

Analysis of Education Qualification

Frequency Percent

Undergraduate 21 22.8

Graduate 34 37.0

Post Graduate 24 26.1

Professional Degree Holder 13 14.1

Total 92 100.0

27

As per the above diagram we can see that under graduate are 21, graduate are 34, post

graduate are 24 and professional degree holder are 13 as respect to percentage are 28%, 23%,

37% and at last 26% we can see so here in this sample graduates are more than other.

05: Analysis of Occupation

Table: 4.5

Figure 13: Analysis of Occupation

Employee 23%

Business 21% Student

41%

Professional 15%

Analysis of Occupation

Analysis of Occupation

Frequency Percent

Employee 21 22.8

Business 19 20.7

Student 38 41.3

Professional 14 15.2

Total 92 100.0

28

As define in the above figure that student respondent is more than the other profession out

of the three location area here employee are 21, Business man are 19, Professional degree holder

are 14 and the students among the whole sample are 38 with respect to we can say that 23%,

21%, 15% and 41% respectively. In this sample as per the topic online I am only consider

educated people because educated people are more aggressive towards online and they know

more about online they have lots of fun to doing learning things in any kind of the area so they

are use more internet and awareness of internet more in the educated people rather than illiterate

people.

06: Analysis of Shopping on average

Table: 4.6

Figure 14: Analysis of Shopping on average

More

than once

a wee

k 10%

Once a week 28%

2-3 time a month 18%

once a month 25%

Less than once a month

11%

As little as Possible 8%

How often do you so shopping on average?

How often do you so shopping on average?

Frequency Percent

More than once a week 9 9.8

Once a week 26 28.3

2-3 time a month 17 18.5

once a month 23 25.0

Less than once a month 10 10.9

As little as Possible 7 7.6

Total 92 100.0

29

As per the above figure we can say that people are more aggressive on shopping on an

average here once a week 28% of people are going for shopping is 26 out of 92 samples.

07: Analysis of shopping online

Table: 4.7

Figure 15: Analysis of shopping online

More than

once a week 11%

Once a week 24%

2-3 time a month 16%

once a month 26%

Less than once a month

11%

As little as Possible

12%

How often do you shop online?

How often do you shop online?

Frequency Percent

More than once a week 10 10.9

Once a week 22 23.9

2-3 time a month 15 16.3

once a month 24 26.1

Less than once a month 10 10.9

As little as Possible 11 12.0

Total 92 100.0

30

As per the Analysis concern the above figure list that the once a month for the online

shopping is more than the other interest area then once a week with 24% but on an average 2-3

time a month with 16% as we concern then it is also good for the digital marketer for the grab

this opportunity to the advertise on the internet world.

08: Analysis of use devices while using internet

Table: 4.8

Figure 16: Analysis of use devices while using internet

As per the analysis concern here we can observe that mobile phones are more use for

internet rather than other devises then tablet come as the second preferences at the last desktop

comes so mobile and tablet are more use for the internet purpose so trend for the internet uses

here we can observe that mobile is on high when in the market smartphone are use then after

mobile is not only for the conversation but it comes across the many features so digital marketers

should advertise on mobile and tablet as the more popular device then as mobile is 49, desktop

32 and tablet 35 using this kind of devises out of 92 samples. This trend is rapidly grown in the

49

32 35

2

43

60 57

90

mobile desktop tablate none

If you are using internet then on which device are you like to use?

yes no

If you are using internet then on which device are you like to use?

mobile desktop tablet none

yes 49 32 35 2

no 43 60 57 90

total 92 92 92 92

31

market so any kind of advertise can be made by the utilize the situation in the opportunity for the

advertise concern.

09: Analysis of Advertisement influence

Table: 4.9

Figure 17: Analysis of Advertisement influence

As per the observation we can conclude that the display advertising is more influence

than the other type of the advertisement so here 17 for text ad, 48 for display ad and 32 for video

ad are more prefer to the see advertisement on the internet so we can say that if any kind of the

digital marketer want to do advertisement then this may get affected on the consumer mind. But

as per the article text ad is getting same important for the advertisement in terms of the offer

17

48

32

12

75

44

60

80

Text Ad Display ad Video ad None

If you are using internet then which kind of advertising

toward you influence?

Yes No

If you are using internet then which kind of advertising toward you

influence?

Text

Ad Display ad Video ad None

Yes 17 48 32 12

No 75 44 60 80

Total 92 92 92 92

32

concern because in the search engine any kind of the keyword press then hit the button on search

then text comes and define about which kind of the product or service consumer want then that is

also affected by the text ad on the consumer mind so for the search engine concern text ad are

more prefer but if you want to advertise on different site than display ad and video ad are more

prefer as the product.

10: Analysis of advertisement for more expensive product (like Automobile)

Table: 4.10

Figure 18: Analysis of advertisement for more expensive product (like Automobile)

As per the analysis we can observe that when people travelling then on the road side or

any other place people more prefer to the digital display rather than billboards so this is new

trends come in India for the digital display because this is more effect on the consumer mind and

37

53

9

55

39

83

Bilboard (Poster) Digital Display None

If you are travelling outside then which kind of advertising

you like most for automobile or any product?

Yes No

If you are travelling outside then which kind of advertising you like most for

automobile or any product?

Bilboard (Poster) Digital Display None

Yes 37 53 9

No 55 39 83

Total 92 92 92

33

by the animation everyone get inform to the consumer about the features of the product and some

time it get the best option to aware about the product.

11: Analysis of online purchase behavior of the consumer

Table: 4.11

Have you ever Experience with online purchasing for any kind of product

then on which kind of advertise for looking?

Text ad (Offer) Dispay ad Video ad None

Yes 32 40 40 5

No 60 52 62 87

Total 92 92 92 92

Figure 19: Analysis of online purchase behavior of the consumer

Hare we ask to the consumer that ever you experience with online purchasing than which

kind of advertisement you are looking at then most of the people prefer at the display ad and

video ad equally rather than text ad in which offers come that prefer at the SERP (Search Engine

Result Page) only so advertiser must know that for the grab the consumer which kind of ad and

32

40 40

5

60

52

62

87

Text ad (Offer) Dispay ad Video ad None

Have you ever Experience with online purchasing for any

kind of product then on which kind of advertise for looking?

Yes No

34

where must play the role for the proper way this is the best things to do for the right time and the

right place for the correct method.

12: Analysis of advertise effect on mind

Table: 4.12

If you are using internet then which kind of advertises effect on your mind?

text ad Display ad Video ad None

Yes 18 41 34 11

No 74 51 58 81

Total 92 92 92 92

Figure 20: Analysis of advertise effect on mind

As per the above graphs and table we can see that for the display ad that affect more on

consumer mind rather than other kind of the advertisement then after video ad comes then at the

last text ad comes so display advertisement is more important for the digital marketer as per the

survey we can say that for this is the most important for the know what kind of opportunity for

the digital marketer have. Here 18 are going for text ad, 41 for display ad and 34 want video ad

18

41

34

11

74

51

58

81

text ad Display ad Video ad None

If you are using internet then which kind of advertises effect

on your mind?

Yes No

35

that effect on their mind so this figure shows that display ad is more important for the consumer

as well as digital marketers.

13: Analysis of Irritation of Advertising

Table: 4.13

Figure 21: Analysis of Irritation of Advertising

Yes 46%

Some Time 29%

No 17%

Always 8%

Sometime so much advertising getting irritation?

Sometime so much advertising getting irritation?

Frequency Percent

Yes 42 45.7

Some Time 27 29.3

No 16 17.4

Always 7 7.6

Total 92 100.0

36

Here my purpose of put this kind of question is that advertiser must know that at what

period and how often should display ad to the particular consumer and how much density should

be maintain for that so Impression get reduce and get proper result so hare we can see that 46%

of the people is getting irritation, 29% believe that some time they get suffering from irritation so

digital marketer

14: Analysis of preference of while buying

Table: 4.14

Figure 21: Analysis of preference of while buying

As per the above table and graph we can say that now online searches are doing

more rather than the other activities consumer do as per the survey say that 48 are prefer online

48 52

27

20

8

44 48

65

72

84

Online Search Going to Moll Take advise Retail Store Direct Buy

If you want information for any kind of product then which prefer you most?

yes no

If you want information for any kind of product then which prefer you most?

Online Search Going to Moll Take advise Retail Store Direct Buy

yes 48 52 27 20 8

no 44 48 65 72 84

Total 92 92 92 92 92

37

search 52 prefer Going to mall and then see the product before buying any kind of product 25 are

take advise then 20 are prefer retail store and at last 8 are believe in direct buying so now online

search is increase so every marketer should put proper information online then the other different

kind of doing activity because internet is one of the medium that any kind of awareness comes

about the product so this is the big opportunity to advertise online for the marketer.

15: Analysis of online Check Preference while doing shopping

Table: 4.15

Between 5% to 10% 12%

Between 20% to 25% 26%

Between 25% to 50% 21%

Between 50% to 100% 38%

None 3%

When I want to buy any new product then I prefer check

online once? How much are you agree?

When I want to buy any new product then I prefer check online once? How much are you

agree?

Frequency Percent

Between 5% to 10% 11 12.0

Between 20% to 25% 24 26.1

Between 25% to 50% 19 20.7

Between 50% to 100% 35 38.0

None 3 3.3

Total 92 100.0

38

As per the above table and figure we can say that 38% of the people are agree to

check online between 50% to 100% then after 21% is come across the prefer between 25% to

50% then after 26% are prefer between 20% to 25% for the online checking for the product

information so this represent the real opportunity for the digital marketer to the grab this kind of

consumer and introduce such product relevant to them.

Topic 2: Bivariate

01: Gender vs. Internet devises use

Table: 4.16

Gender * If you are using internet then on which device are you like

to use? Mobile Tablet Desktop None

Male 41 24 25 2

Gender Female 8 11 7 0

Total 49 35 32 2

Figure 23: Gender vs. Internet devises use

41

24 25

2

8 11

7

0

Mobile Tablet Desktop None

Gender * If you are using internet then on which device are

you like to use?

Male Female

39

As per the analysis we can observe that compare between the genders vs. the devices use

for the internet that is much more difference came in this sample here for mobile use for male is

41 and female is only 8 but tablet is shows best for the female because this less difference shows

that male is 24 and female is 11 but this can be happen because the ratio of male and female in

this survey is not equal so this difference take place so desktop is 25 for male and 7 for female

we can so here we can say that the ratio of the male and female for the mobile is 1:5.12, for

tablet 1:2.18 and for desktop 1:3.27 so we can see that as compare to other tablet ratio is more

for female category for the internet use at the last who are not use internet that is only 2 male but

no female that we get very rare case in this sample.

02: Gender vs. Occupation

Table: 4.17

Gender * Occupation Cross tabulation

Occupation

Total Employee Business Student Professional

Gender Male 15 16 30 10 71

Female 6 3 8 4 21

Total 21 19 38 14 92

Figure 24: Gender vs. Occupation

15 16

30

10

6

3

8

4

Employee Business Student Professional

Gender vs. Occupation

Male Female

40

Above figure and table from that we can observe that for the employee male are 15 and

female are 6 but for the business 16 are male and only 3 are female but for the student the gap is

big because 30 is male but only 8 is female then the professional degree holder in that 10 is male

but 4 is female is we take ratio between gender vs. occupation then for the employee 1:2.5 then

for business 1:6 then student 1:3.75 at last for professional work 1:2.5 out of this employee and

professional work ratio is same so we can say that for the internet use in the employee and

professional activity get same popularity.

03: Age vs. Shopping on average

Table: 4.18

Age * How often do you so shopping on average? Cross tabulation

How often do you so shopping on average?

Total

More than

once a

week

Once a

week

2-3 time

a month

once a

month

Less than

once a

month

As little as

Possible

Age below 18

years 1 4 0 2 0 2 9

Between 18

– 24 Years 8 13 6 12 5 3 47

Between

25- 34

Years

0 8 10 6 1 1 26

Between 45

-54 Years 0 1 1 3 4 1 10

Total 9 26 17 23 10 7 92

Figure 25: Age vs. Shopping on average

1

4

0

2

0

2

8

13

6

12

5

3

0

8

10

6

1 1 0

1 1

3 4

1

More than once aweek

Once a week 2-3 time a month once a month Less than once amonth

As little asPossible

Age vs. Shopping on average

below 18 years Between 18 – 24 Years Between 25- 34 Years Between 45 -54 Years

41

Here we can observe that the below 18 years they are shopping more than once a week in

that only one comes but once a week in that case 4 sample are agree then once a month and as

little as possible in that only 2 sample are agreed same way between 18-24 years they are more

agree to do shopping on an average we can see that for more than once a week 8 then once a

week 13 then 2-3 time a month is 6 then once a month in that case 12 then less than once a

month 5 are agree for that so we can say that marketer need to focus on the younger generation

for the marketing purpose that is getting the great opportunity for the marketing purpose because

this may became the young assets for the company.

04: Occupation vs. Irritation of advertisement

Table: 4.19

Occupation * Sometime so much advertising getting irritation?

Sometime so much advertising getting

irritation?

Total

Yes Some Time No Always

Occupation Employee 8 10 1 2 21

Business 7 7 3 2 19

Student 21 6 8 3 38

Professional 6 4 4 0 14

Total 42 27 16 7 92

Figure 26: Occupation vs. Irritation of advertisement

8

10

1 2

7 7

3 2

21

6

8

3

6

4 4

0

Yes Some Time No Always

Occupation vs. Irritation of advertisement

Employee Business Student Professional

42

So as per the above figure and table we can observe that for student they are getting more

irritation from the advertisement on an average if density of the advertisement is not maintain

then after employee are less concern with irritation the get some time irritation for that say yes

and sometime equally in that case the professionals are getting on an average less irritation so by

this survey we can conclude that the density of the advertisement should maintain otherwise

mindset of the consumer neglect the advertisement which is useful for them that is not a good

practice.

Topic 3: Hypothesis

01: Occupation vs. advertise of text ad (Offer)

H0 = Occupation vs. Have you ever Experience with online purchasing for any kind of

product then on which kind of advertise for looking at Text ad (Offer) have relation with each

other.

H1 = Occupation vs. Have you ever Experience with online purchasing for any kind of product

then on which kind of advertise for looking at Text ad (Offer) have no relation with each other.

Table: 4.20

Occupation * Have you ever Experience with online purchasing for any kind of product

then on which kind of advertise for looking at Text ad (Offer) Crosstabulation

Have you ever Experience with online

purchasing for any kind of product

then on which kind of advertise for

looking at Text ad (Offer)

Total No Yes

Occupation Employee 11 10 21

Business 14 5 19

Student 22 16 38

Professional 13 1 14

Total 60 32 92

43

Table: 4.21

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.739a 3 .052

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 4.87.

Figure 27: Occupation vs. advertise of text ad (Offer)

As per the above graphs and table we can observe that the text ad is more effect on the

student they are more prefer text ad when offer appear on the device then business man getting

affected after that come across the professionals after that at last employees but when we are

taking the ratio then for Employee 1.1:1, Business man 2.8:1, for student 1.37:1 and after for

professionals 13:1 so according to the ascending order professionals, Business man, student then

after at last Employees are comes. Here we get chi-square of 0.052 which is very less than 0.5 so

null hypothysis is acceptable so H0 is acceptable hence H1 is rejected. Here we get cells (12.5%)

have expected count less than 5. The minimum expected count is 4.87.

11

14

22

13

10

5

16

1

Employee Business Student Professional

Occupation

Occupation vs. advertise of text ad (Offer)

Have you ever Experience with online purchasing for any kind of product then on which kind ofadvertise for looking at Text ad (Offer) No

Have you ever Experience with online purchasing for any kind of product then on which kind ofadvertise for looking at Text ad (Offer) Yes

44

02: Occupation vs. Display ad effect on mind

H0 = Age vs. If you are using internet then which kind of advertises effect on your mind?

Display ad has relation with each other.

H1 = Age vs. If you are using internet then which kind of advertises effect on your mind?

Display ad has no relation with each other.

Table: 4.22

Age * If you are using internet then which kind of advertises effect on your mind? Display

ad Crosstabulation

If you are using internet then which kind

of advertises effect on your mind? Display

ad

Total No Yes

Age below 18 years 5 4 9

Between 18 – 24 Years 29 18 47

Between 25- 34 Years 13 13 26

Between 45 -54 Years 4 6 10

Total 51 41 92

Table: 4.23

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.023a 3 .568

a. 3 cells (37.5%) have expected count less than 5. The minimum expected count is 4.01.

45

Figure 28: Occupation vs. Display ad effect on mind

As per the above graphs and table we can conclude that here we get Pearson‘s chi-square

0.568 which is grater then 0.5 and 3 cells (37.5%) have expected count less than 5. The

minimum expected count is 4.01. Means that the H0 is neglected so H1 is accepted so we can say

that the age and If you are using internet then which kind of advertises effect on your mind?

Display ad have no any kind of relation both are independent with each other.

5

29

13

4 4

18

13

6

below 18 years Between 18 – 24 Years Between 25- 34 Years Between 45 -54 Years

Age

Occupation vs. advertise of text ad (Offer)

If you are using internet then which kind of advertises effect on your mind? Display ad No

If you are using internet then which kind of advertises effect on your mind? Display ad Yes

46

FINDIGS:

Advertising methods as the CPC and CPI use CPC use for both Text ad and display ad,

CPI method only use for Display advertising.

Video advertising use only in true view format otherwise have to use double click media.

Online advertising for running any kind of advertising then it is required knowledge of

Google Adword Tool.

Search engine optimization (SEO) and Search engine marketing(SEM) both are playing

major role in the online advertising

Display advertising shows in the different website that is called as placement high

ranking website are charging high money

Online advertising is chipper then ATL and BTL advertising.

Online advertising people have to use internet and can be understand use of electronics

devices.

Online advertising is measurable so according to product digital marketer target that kind

of segment and prefer according to that advertise.

This trend is fast growing so this is the best for the advertiser.

CONCUSION:

After doing this survey we can conclude that online digital marketing this is the fastest

growing business for the marketer this might be give the best opportunity to the consumer and

the advertiser to share product information and awareness will be growing with the using of the

different kinds of the tool like display, text and video advertisement getting information get the

great profitability as the new trends going towards the online marketing or we can say

E- Commerce site that is the wide area for the doing business in that display advertising get the

best role among the other tool because it required less space with the different kinds of the

banner and different kinds of the display format customer get more attracted. Hence theoretically

and practically analysis by that we can say that online digital display is the best for advertising

for different kind of requirement done by this function.

Chapter: 5 FINDINGS AND CONCLUSION

47

6.1 Bibliography

help.yahoo.com. (n.d.). Retrieved from help.yahoo.com:

http://help.yahoo.com/l/us/yahoo/ysm/mda/basics/what_displayadvertising.html

http://en.wikipedia.org/wiki/Search_engine_optimization. (n.d.). Retrieved from wikipedia:

http://en.wikipedia.org/wiki/Search_engine_optimization

http://www.internetlivestats.com/internet-users/. (n.d.). Retrieved from internet live status:

http://www.internetlivestats.com/internet-users/

http://www.medianama.com/. (n.d.). Retrieved from medianama:

http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-

smartphone-subscribers-report/

seacoastonline. (n.d.). Retrieved from seacoastonline: http://services.seacoastonline.com/media-

kit/products-services/digital-advertising/display-advertising/

6.2 Article Source

2.1 An Empirical Analysis of Search Engine Advertising: Sponsored Search

in Electronic Markets

Author: 1) Anindya Ghose

New York University (NYU), Leonard N. Stern School of Business

2) Sha Yang

University of Southern California, Marshall School of Business

May 25, 2009

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1022467

Chapter: 6 BIBILIOGRAPHY

48

2.2 Performance-Based Advertising: Price and Advertising as Signals of

Product Quality

Author: 1) Juan Feng

University of Florida - Warrington College of Business Administration

2) Jinhong Xie

University of Florida - Warrington College of Business Administration

November 200

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1027296

2.3 An Economic Analysis of Online Advertising Using Behavioral

Targeting

Author: 1) Jianqing Chen

University of Texas at Dallas - Jindal School of Management

2) Jan Stallaert

University of Connecticut - School of Business

August 1, 2010

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1787608

2.4 Targeting in Advertising Markets: Implications for Offline vs. Online

Media

Author: 1) Dirk Bergemann

Yale University - Cowles Foundation - Department of Economics

2) Alessandro Bonatti

Massachusetts Institute of Technology (MIT) - Sloan School of Managemen

March 24, 2010

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1577691

Cowles Foundation Discussion Paper No. 1758

49

2.5 Market Power in Online Search and Social-Networking: A Matter of

Two-Sided Markets

Author: Florence Thépot

University College London

June 1, 2013

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2307009

World Competition, Kluwer Law International, (2013) 36 (2)

2.6 Does Internet Effects the Consumer Perception – A Case of Internet

Advertisement

Author: 1) Sanjeet Singh

Chandigarh University

2) Harbeer Singh

BBSB Engineering College

December 10, 2012

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2187434

2.7 Dynamic Revenue Management for Online Display Advertising

Author: 1) Guillaume Roels

University of California, Los Angeles (UCLA) - Decisions, Operations, and

Technology Management (DOTM) Area

2) Kristin Fridgeirsdottir

November 1, 2009

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1540690

Journal of Revenue and Pricing Management, Vol. 8, No. 5, pp. 452-466, 2009

50

2.8 Generation Y and Online Advertising: Perceptions and Preferences of

Social Media Networking Sites

Author: 1) Bellarmine A. Ezumah

Murray State University - College of Business

October 23, 2012

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2255690

2.9 The Planning of Guaranteed Targeted Display Advertising

Author: 1) John Turner

The Paul Merage School of Business, University of California - Irvine

May 12, 2011

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1963512

Operations Research, Forthcoming

2.10 Driving Online and Offline Sales:

The Cross-Channel Effects of Digital vs. Traditional Advertising

Author: 1) Isaac M. Dinner

University of North Carolina - Chapel Hill

2) Harald J. Van Heerde

Massey Universi

3) Scott Neslin

Dartmouth College - Tuck School of Business

November 6, 2011

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1955653

Tuck School of Business Working Paper No. 2012-103

51

2.11 The Effects of Traditional and Social Earned Media on Sales:

A Study of a Micro lending Marketplace

Author: 1) Andrew T. Stephen

University of Pittsburgh

2) Jeff Galak

Carnegie Mellon University

April 4, 2012

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1480088

Journal of Marketing Research, 49 (October).

2.12 The Role of Search Engine Optimization in Search Marketing

Author: 1) Ron Berman

University of Pennsylvania - Marketing Department

November 6, 2012

URL: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1745644