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    digital advertising

    The 5P’s of Choosing a Native Advertising Platform

    504 255 Ankita Totade

    Native Advertising is all around us. Be it Facebook, Twitter, Pinterest or other social networks or as Search results and sponsored content. As a marketeer, it is probably the best tool to achieve high user engagements in a non-disruptive way to a hand-picked audience in the most cost-efficient way. But the problem is, there are so many tools and platforms available today, how to decide which one is best suited for your needs? Here we are with a mantra of 5 P’s which will help you to compare and analyze pros and cons of different platforms so that you can select the best native advertising product for your campaign.


    The first and foremost thing you need to evaluate is the native advertising product itself. Product here refers to the native advertising platform on which you are going to run your campaigns. There are broadly three types of native ad products:

    1. Content discovery platforms, which provide advertisers with access to thousands of publishers, ultimately serving relevant content to target audiences.
    2. Social media platforms, which provide in-feed advertising opportunities.
    3. Search engines, which curate content based on users’ search queries.
    4. Promoted listings, which are used by advertisers to feature sponsored products first, generally on a category page.

    All these products have their own USPs and serve different purposes. Pick the one best suited, and in sync with your company’s overall marketing strategy.For example, if you are a music teacher, looking to enroll more students in your academy through telecalling, then probably promoted listing or facebook ad with a ‘Call’ button is best suited for your needs.


    The next thing to evaluate about the platform you are going to use, is the People (audience) it is capable of reaching out to. All the products available in the market have different reach depending on the type of users using that platform (in case of social media platforms), or the publishers with whom the platform has partnered (in case of content discovery platforms). While comparing different platforms, note the options and flexibility each of them provides to select from different groups of audience depending on your campaign requirements. For example, if you want to target French speaking people interested in Banking and Finance, residing in New York using Android phones – Does the tool give you this kind of flexibility? Does the tool allow you to retarget customers?


    Price is one of the most important factors while making any kind of decisions. For a native advertising product, the price, or more specifically, the bid range provided by the platform should fall under your budget lines, while driving the desired RoI. While comparing different platforms, you can check for the features and functionalities each of them offer at particular bid prices and rank them accordingly. Also check the type of pricing models supported by the platform – whether they  are charging for impressions, or clicks, or visits and whether that matches your desired performance metric. Calculate your approx CAC (Customer acquisition cost) from different platforms and shortlist what suits best.


    Promotion, as a parameter to select native advertising platform, refers to the way your native ad will be be displayed on the publisher website. You could consider factors like the type and size of ad copy allowed, languages available for the ad copies, ad placement on the webpage, types of CTA allowed, types of media supported etc. Also check if there are any restrictions on the platform related to the content they serve.

    Native ads, when clicked redirect a user to another web page. You should also consider these redirections and tracking options available with the platform and whether they can be integrated with your existing infrastructure.


    In most cases it is always the process that matters the more than the end result. Find out how easy/difficult it is to set up campaign on different platforms. If the platform is too complex, you may not want to put in efforts just to set-up. At the same time, the platform should support you enough with data and real time reports to analyse the traffic, sales, volumes so that you can optimize your campaigns. Also assess the kind of customer support available with different platforms which can handhold you, when required. Process also takes into account the time it takes for various activities – eg. how soon/late the creatives are approved, the campaigns go live, invoices and payments are processed etc.

    After comparing your alternatives on all the above P’s, you should finalise at least two to three platforms. To start with, test your campaigns with same creatives, texts on both the platforms and compare the performance on all in terms of click throughs, leads etc.

    Finally bet most of your money on the best performing platform, while also keeping the campaign active on other platform to reap the most out of everything.

    Happy Native Advertising to You !

    Digital advertising

    How to deliver brand promotion in Digital advertising using Gamification

    538 310 Mayur Sonawane

    In recent years the world has adapted to the change in the Advertising industry as its shifting towards the digital era.
    Digital advertising plays a vital role in the expansion of a Brand or business. The whole deal is to market your brand correctly while utilising the swiftly developing digital platform.
    Knowing the process is the trick of the test, out of the different options, one can either choose to make the ads very interactive or in the form of standard banners.
    The mode of execution of the advertising strategy is an important factor for digital advertising.

    Communication of a brand through a mobile is seemingly more effective as most generations now prefer to scroll over different topics of their interest, and it’s the handiest way to target a particular advertisement according to the users’ availability and convenience. In this way, the brand gets its awareness and the user is not forced to view an ad.
    Most brands consider mobile as their main source of data/information gathering & sharing through various websites & apps.

    We at Inuxu like to experiment with different strategies & techniques using our own resources and creating advertisements that create a major impact on a brand.
    Keeping in mind the user has the thumb power to reject an unwanted ad, we spice up our creative advertisements to grip the user’s attention and create lasting engagement that satisfies the ‘brand awareness needs’.
    In this blog, I am going to give you important insights on how to improve user interaction for a booming brand.

    Nokia –

    Gamification is the coolest way to attract audience towards a brand.
    Building a game around a product/ brand is not as easy as you may think, you cannot lose your brand image to a mediocre game.
    Every game is based on an Idea revolving around the USP (the unique selling point of the product/brand), it has to be entertaining as well as engaging. All you need to do is follow a simple rule “Keep it simple silly”. (KISS)
    So let the fun begin!
    Let’s create a mobile game!
    Games are played for pure entertainment & enjoyment and thus there is no space for boredom.
    – Make points on how you want to promote the brand/product, the targeted audience, what kind of offers/prize/price you want to highlight etc

    Bingo –

    – Start working on a storyboard
    The storyboard is the most important stage for crafting a design. Here you create a flow of direction for a brand/product, this clears the picture of a concept from the beginning to how it ends.
    Make sure you frame the concept clearly, adding each of your key positions that you need in order to complete your game. Scribble on paper, Why paper? The more you visualise the more you will see what’s lacking and what’s not.
    -Now that the storyboard is ready, start with designing.
    Imagine an amazing painting hanging on a dull, dirty wall…. It will indeed ruin the essence of all the painting. In the same manner, a good bunch of characters can be ruined by a messy background. Your background has to be clear and appealing so that it can contrast the character or products. A good background is a key to emphasize your game or an ad. It will highlight your product or character with incredible entice.

    Lays –

    -Once the background is set, move to the character or products.
    This is the core of the game. If you are using a character or a mascot, then the primary goal is to highlight the character to the audience.The character should be Mesmerizing as it will be the main source of interaction with the audience. For example, A talkative character will be fun & interactive with the audience thereby leading to the goal, that is advertising your brand or product. Make sure the character or product is sharp and not blunt, or the meaning can be lost.

    -Moving to Typography.
    ‘A Pilot always drives his passengers to their desired destination with an accurate path’. In the same way, good typography can show a reader the path to read in the right direction.
    Use a font that fits in your design and easily noticeable & readable as nobody likes to stress their eyes out figuring out the lettered mess. There is an ocean of the fonts available to enhance our design.

    Munch –

    -At last the finishing of our game or design- ‘The reward’
    Make sure the audience is getting awarded for their patience & subtly reward them with an offer/price/gift of the product intend to advertise.


    Added throughout this blog are a few examples of the gamification mode, we created for different brand’s, Enjoy!
    Don’t hesitate to broaden your creativity, as “Creativity takes courage”…

    The future of native advertising depends on adoption of vernacular language

    538 310 Debaroon Gupta

    For us, human beings, language has been the key to our dominance in this planet. Thousands of languages and dialects are being spoken all over the world as of now. Even though the internet has made the world a smaller place, but discrepancies in understanding and comprehending language other than your mother tongue have been there. Even with quick translation services being offered by various websites and applications, the charm of your own spoken language shall never be taken away.

    That’s why there is a massive vacuum in digital media and marketing that’s waiting to be occupied. Experts and experience have already proven that advertising is more apt and effective if done through vernacular languages with the help of search engine optimization. Brands seem less elusive and connect more with the audience if they are reached in vernacular language. Statistics in India show that the growth gap between vernacular language and English has been iconic. Hindi, specifically has grown by 94 percent compared to English at 19 percent.

    We at adgebra understand this trend and think it’s imperative to apply it to our strategies for future brand promotion and marketing. adgebra’s non-disruptive, high visibility native ad unit ensure vernacular ads are shown to the ever-growing digital vernacular audience. adgebra’s portal network has multi-category sites from 10 major vernacular languages and is the only network to showcase this in our bouquet of services. So, whether your native language is Hindi, Tamil, Bengali, Marathi, and many others, there’s a greater chance you have viewed our native ads and interacted too while browsing your favorite vernacular content. The scope of connecting with vernacular readers and serving them relevant ads is immense – And the technology at adgebra facilitating this is simply effective and highly visible.

    One Year since inception, Executing more than 2000 campaigns, implementing unique targeting and optimization options, campaigns boosting 3X CTR. adgebra today effectively helps brands reach to more than 750 vernacular portals, making it the Future-proof Native Advertising Platform in India and confidently the hottest new traffic strategy in digital marketing.

    7 terms in digital marketing you need to know beyond SEO, SEM & SMM

    300 200 Ankita Panjwani

    Since its evolution, a lot has been spoken and written about digital marketing and its terminologies, When I initially started reading about digital media it was all Greek to me until my mentor came and explained few terminologies which all beginners should be aware of if they wish to start their career in digital media.

    I being a tyro in digital media would like to elucidate a few terms for those who are trying to latch onto the same field from my experience of internship of 2 months in a Inuxu Digital Media Technologies.


    Remarketing is targeting consumers who have already visited your website, shown interest in your product or service, but did not make a desired action on the website.

    For example-When people leave your website without buying anything/ or filling up a contact form, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search it on a search engine.

    The biggest advantage of remarketing is that you’re only showing your ad to people who are genuinely interested in your product.


     Affiliate marketing is performance-based marketing in which a business rewards affiliates for each sale generated by the affiliate. In affiliate marketing, advertisers pay to the ad networks and they in turn pay to the publishers for every lead generated. Payment is done on the basis of online advertising ad models, two of which are –

    Cost per action (CPA)is a pricing system where advertisers pay for a specific action like form filled, purchase/sale, lead generated any similar conversion happening.

    Cost per sale– is pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement.


    An App notification is a message that is received by the user and is sent by the app publisher. This notification is a message that pops up in the status bar in a smartphone. This message maybe regarding any latest updation, latest event/activity that might be important to the user.Getting the content primarily outside the app, paradoxically yields increased engagement inside the app.

    Desktop Notification or Browser push notification is a short message that appears on the desktop of any user who has opted in to receive notifications from any site. A desktop notification is accompanied by a ‘notification sound’ to alert the user, and inform them of whatever message, update, or content a site wishes to provide.

    Push notification is an eminent channel to communicate with users.They deliver the right information at the right time to the users by emerging on the lock screens of the user.He/She doesn’t have to be in the app or using their device to be receiving them.

    Push notifications are promotional drivers designed to drive “open rates.” Instead, we think of notifications as a way to push a value to the user.This way businesses get hold of their customers’ interest in their products and keep the profit graph high.


    Programmatic Advertising refers to an automated process of buying media online.

    This basically means -use of software for buying ad slots on websites, without any human involvement and manual insertion order. Programmatic Advertising also allows “Real Time buying”. RTB refers to the purchase of ads through real-time auctions and these auctions typically happen within 100 milliseconds.


    Cross-device targeting is the ability to serve targeted advertising to consumers across multiple digital devices.

    If any correlation isanalyzedd in the behaviour of the browser, across multiple devices through cookies and mobile ids, “match rate” arises, which means that the separate devices are of the same individual profile. Advertisers are now able to serve targeted advertising to these uniquely identifiable users.

    Whereas When we rely on cookies or mobile IDs in isolation, each device or mobile app is viewed as an individual user. Cross-device targeting helps advertisers deliver a specific offer to an individual at a given time, regardless of the device they’re using. This way it promises the reduction of wasted impressions and more effective audience engagement and attribution.

      6. RICH MEDIA –

    Rich media ads are pretty and their good looks attract consumer. Rich media is a digital advertising term for – an ad that includes advanced features like video, audio, or other creative elements that encourage viewers to interact and engage with the content and brand.

    While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The rich media ad can expand, float, etc. This is why they generate high click through rates (CTRs) and engagement rates. You can measure the success of your campaign by measuring the user engagement rate by gauging number of expansions, multiple exits, video completions etc. Rich media lets agencies create complex ads that can elicit strong user response.


    Native Advertising is a type of disguised advertising, that matches the form and function of the platform upon which it appears. It matches the visual design of the content of the web page. It looks and functions just like the natural content.

    It is difficult for the user to distinguish between the content and the part of it which is a native ad, only until he doesn’t click on the ad and reaches the landing page. These are known as the “sponsored content”. Native ads are catching with other formats of advertising lately because of their disguised nature and a probable solution to ad blocking.

    Conclusion: A lot of individuals think that digital marketing is only about SEO, SEM & SMM, but there is more to this buzzing word. My internship is about to get over and I have learned a lot of new trends that will rule digital advertising in the coming times. These trends are changing the face of the digital marketing industry. I am thankful to my mentor and all the peers at Inuxu for the guidance and support.

    in-image ads

    The Complete Beginners’ Guide to In-Image Ads

    599 400 Rohit Bagad

    Looking Back

    Internet advertising today is multi-billion-dollar industry and is making its presence felt in the crowded world of print, television and outdoor. Internet advertising was born way back in 1993, when the first clickable banner ad was served on GNN website.


    Since 1993 internet advertising has come a long way. Internet advertising is the only medium which will continue to evolve at faster rate till its eternal end (if it ever happens). Banner ads evolved and later got standardized (size) by Google and IAB. And later came a lot of business models and ad formats for brands to catch the eyeballs of end users. And now, internet advertising has reached such a stage where it’s more of science than art that drives advertising business.

    Current Scenario

    With so many options (FB, GDN, SEM, …), formats (native, DRM, advertorial, banners, text, innovation) and business models (CPM, CPC, CPA) marketers are sceptical towards what works best and they end up choosing easier way of most cost effective model.

    What is currently popular among marketers?

    With available options –

    ·         Facebook

    ·         Google display network

    ·         Search engine marketing

    With available formats –

    ·         Native

    ·         DRM

    ·         Advertorial

    ·         Banners

    ·         Text

    ·         Innovation

    With available Business models –

    ·         CPM

    ·         CPC

    ·         CPA

    Birth of High Impact Ad Formats:

    In internet advertising, ‘Science’ (relevance) started taking over ‘Art’ (creativity) as marketers started becoming more ROI-centric. Other advertising mediums never experienced such transition at huge scale. TV, Print, Outdoor and Radio are still perceived more creative mediums than ROI-centric mediums.

    Today, every marketer looks at internet advertising as a medium to drive ROI and other advertising mediums to create mass buzz. Brands that thrive purely on internet (e-com companies) and brands who look at creating 360-degree buzz across mediums do look at online advertising as buzz creation media. This requirement gave birth to high impact ad formats, non-standard and rich media typically offered by big size publishers.

    Blending ‘Art’ and ‘Science’ Together

    As digital advertising landscape is evolving each day, a major innovation in ad tech is happening at the backend that drives only relevance, and publishers continue to offer innovations on the creative side. Very few companies sensed an opportunity in blending both ‘relevance’ and ‘engagement/creativity’ and started working towards it.

    Birth of New Format ‘In-Image’ Ads

    Turn off AdBlock & click here to see this Ad on our demo page.

    As attention span of web users was declining on text-heavy articles, publishers wanted to take full advantage of visuals. As per marketer Jeff Bullas, “Content with relevant images gets 94% more views than content without relevant images”. Content consumption on mobile and tablets has increased over past few years, and text rich articles are not able to grab user’s attention anymore. Studies show that visual content are more engaging and leave a long lasting impact on the end user. This forced publishers to think of monetizing editorial images and thus ‘in-image’ advertising was born.

    History of In-Image Ads

    Few companies started experimenting with in-image advertising way back in 2008 and recently IAB has approved some of these innovative banners as their standard formats. In-image advertising gave liberty to the creative fellas to convey the brand story in a comprehensive way and let the end users engage with the brand’s core value on a wider canvas.

    As per Wikipedia, In-image advertising is a ‘form of contextual advertising where specific images on a website are matched with related advertisements’. Technically, the code is placed on publisher’s website reads the content and serves a relevant ad overlaid on editorial images. In-image advertising is more flexible as it can be served across devices and can have innovations like forms, videos, slideshows and other rich media elements that can entice a user to engage with the brand.

    Why ‘In-Image’ Ads?

    In-image ads are a cool way for publishers to monetize their editorial images which otherwise has no monetary value. A publisher is often concerned about page views and user experience on his site. This is one of the reasons why interstitial ads lost their popularity. In-image ad units don’t disturb the user experience as they don’t hinder the content on a publisher’s website and also reduces users turning to ad blocking. With minimize and close button options users get an alternative if they want to view the ad or not.

    In-Image ad formats are also visually more appealing than their standard counterparts. These ads are served on relevant content and not just any placement which results in highly targeted campaigns and increased ROI. It solves a major problem of banner fatigue improving brand recall and engagement. In-image ads create a win-win situation for both publishers and advertisers.

    ‘In-Image’ Ads in Indian Context

    Indian vernacular language publishers are growing at fast pace and are unable to monetize the growth with global ad-networks due lack of support towards Indian regional languages. Global ad-networks being contextual targeted are unable to deliver better eCPM to Indian regional languages portals. Whereas, In-Image ads are universal in nature and can read image content on any language portals. In-Image ads offer a win-win situation for both publishers and marketers.

    In-Image advertising is yet to evolve completely and will have to overcome a lot of challenges for it to become a mainstream ad format in internet advertising. In next follow-up article, will cover challenges for ‘In-Image’ advertising and its solutions.

    Attribution: This post was originally published on Pune Digital Marketers blog. 

    trends in digital advertising 2016

    5 digital advertising trends that will rule in 2016

    599 401 Prerna Mehta

    2015 is about to end and we will enter another existing era of digital advertising in 2016

    Here are the top 5 trends that will rule digital advertising space in 2016. Digital advertising has always been a complex and volatile industry. With new trends paving way every passing year, advertisers and publishers need to stay tuned to all the latest updates. Let’s talk about some hot topics or trends that will keep advertisers and publishers on their toe’s in 2016.

    1. Mobile video advertisement
    2. Big Data usage for predictive analytics
    3. IoT and advertising on wearable device
    4. Native advertisement
    5. High impact ad units

    Mobile Video advertisement: As per IAMAI study, 60% of internet users in India access the internet via their mobile phones now. The number is expected to reach 315 million by 2017, estimates IAMAI-KPMG report. A recent report from comScore reveals 100% growth in Online Video consumption in India in last 2 years. All this leads to advertisers spending their dollars on video ads on hand held devices in 2016. There are specialized companies which deliver mobile video ads programmatically. Advertisers will think mobile first when making their digital advertising strategy. With more telecom operators in India ready to launch 4G services in 2016, video consumption on mobile will rise even more thus pushing ad spends on mobile video ads.

    digital advertising

    Big data usage for predictive analytics: Big data is the backbone of predictive analytics. We will see a rise in new generation marketers using big data technologies for delivering better-targeted campaigns. Marketers can also find and target their best potential customers both existing and new, using predictive analytics. Decision making using this modelling method will give a new dimension to digital advertising strategy. 2016 will see a surge in startups offering, big data, predictive analytics & audience targeting solutions to all the stakeholders in the digital adverting landscape.

    IoT and advertising on wearable device: Wearable devices & IoT will make more room for themselves in 2016. The Wearable device market in India is predicted to boom in the coming year. Some advertisers believe, that wearable devices (smart devices) are an extension of user’s phone and users will be more connected to these devices. When consumers moved from desktop to mobile, advertisers and technology companies studied and gained insights into behaviors and buying pattern of their consumers.  The same can be predicted for users moving from their mobile phones to wearables devices. Advertisers in India might not spend a lot on wearable technology as of now, but big data and analytics companies might end up collecting data for future. This transition will help us gather information and understanding of consumer habits across multiple devices. We might see some experiments happening in this space to see how consumers react to seeing ads on their wearable devices. We foresee healthcare companies utilizing health wearable as another device to target their audiences.

    Native advertisement: Native advertising seems to be a lucrative option for advertisers and publishers in 2016.
    Data from BI Intelligence finds that spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. Natives ads are gaining popularity because of its non-intrusive nature and its immunity to ad blockers. Even, social native advertising is growing at a fast pace. Content marketing and native ads will go hand in hand. Advertisers will have to create appealing native content to generate more clicks. Companies like Taboola and Outbrain will be able to harness this growth in 2016.

    High Impact ad units: 2016 will see advertisers and publishers working together to focus on user experience across devices. Non-standard ad format is the new kid (spreading across display, mobile & digital video) in town and is expected to attract advertisers and publishers to deliver desired revenue. We might see new standards and best practices being set for these ad units in 2016. International bodies like IAB, has already included a lot of innovative ad units like Billboard, Sidekick, Portrait, Filmstrip etc. in their rising stars catalogue. 2016 might see other non-standard ad units like in-screen, in-article and mobile innovations topping the charts. These innovative ad units deliver exceptional user engagements without disturbing the user experience or publishers’ content. We will see a rise in a lot of companies and ad exchanges delivering innovative ad units programmatically.

    Silicon India awards 2015

    Inuxu awarded “Startup of the year 2015 – Ad tech”

    599 400 Prerna Mehta

    This award is conferred for excelling in the field of ad tech in India to fulfill entire digital advertising needs

    Inuxu is thrilled to announce that it has been conferred with “Startup of the year 2015 – Ad tech” award announced by ‘siliconindia’ in December 2015. The award is bestowed upon organizations for tremendous growth and achievement in ad tech world. With a strong commitment towards the use of big data and creative innovations, Inuxu’s award-winning product – adgebra, has built a reputation of delivering digital advertising campaigns with unmatched brand engagement and recall across device types.

    “This award is a testament to the hard work of our entire team to ensure the success of our clients and publishers,” said Rohit Bagad, Inuxu Founder and CEO. “We thank siliconindia for recognizing Inuxu Digital Media Technologies as ‘Startup of the year 2015 – ad tech’. It is an honor to be recognized at this stage, when automation, and product innovation in ad tech, is taking time to reach scale in India. This is even more, valuable as it also acknowledges the core value of our business: Science of Relevance & Art of Engagement to deliver highly precise and engaging digital campaigns. This award is a turning point in ad tech landscape in India, giving a great push to Inuxu’s efforts in trying to bring innovation in display advertising”.

    Siliconindia’s Startup of the year 2015 rewards companies in various categories scrutinized by a distinguished panel of industry’s topmost CEOs, CIOs, VCs and analysts, as well as siliconindia’s Editorial board, through the entire year. The ad tech category was awarded to the organization with the highest score in tech innovation, programmatic campaign management, engagement elements in creative (display ads), digital property monetization.

    About Inuxu:

    Inuxu was founded in May 2013 with a vision to blend together the Science of ‘Relevance’ and Art of ‘Engagement’ to deliver personalized ads to the digitally evolved user. Inuxu’s ad tech platform – adgebra is India’s only multi-device, high impact ad unit marketplace. Adgebra offers multi-tier targeting with audience segments and click fraud protection. Inuxu, headquartered in Pune, is venture backed by Netcore Solutions and Greynium Information Technologies (OneIndia).


    The curious case of AD blocking

    The curious case of ad blocking

    599 400 Apurv Lungade

    Ad blocking to become a serious issue, should you be worried

    This year ad blocking created a lot of buzz in the ad tech and digital advertising industry after Apple rolled out its iOS9 update in September, enabling ad blocking on mobile devices. Advertisers and publishers around the world are concerned and are trying to figure out the solution for ad blocking. Though a lot of advertisers and publishers are still not clear what’s at stake, let’s go through some data to analyze the situation at hand.


    There are about 144 million active ad block users around the world, which is 5% of all Internet users.The number of people actively using ad blockers in India increased from 2 million (second quarter of 2014) to 4 million (198 million globally) in the three months ended June, only about 2% of the total number of Internet users, but this number has been steadily climbing.

    What is an ad blocker?

    Ad Block is a program (software/hardware) that prevents ads from being displayed to the user on a web page. In most cases, ad blockers are available as browser extensions.

    An ad blocker can block display ads, video ads, mobile ads. Native advertising is still untouched by ad blockers. This advantage can make native advertising more popular among advertisers.

    How does and ad blocker work?

    Ad blocker uses three simple mechanisms to block ads.

    • Blocking Requests – As explained above, it checks for the 3rd party domains and blocks all incoming/outgoing requests to serve ads. If there is any mismatch between domains, the ad blocker will not run the script.
    • Element Hiding – Hides all foreign elements which are embedded in an ad
    • Filters – User can explicitly add filter rules or URLs to block ads from a set of specific ad networks

    Ad block uses source URL of images, iframes, scripts and flash files to identify advertisements in the page. And then it blocks (HTTP and HTTPS requests) and hides (CSS display, visibility, and height) those advertisements. It identifies the domain names of ad networks and also uses built-in filters and keywords to identify advertising links.

    The curious case of ad blocking

    Linux users have a staggering 29.04% blocking rate, compared with 12.95% for Mac users, and 9.25% for Windows users. Mobile blocking is gaining popularity: Android shows 2.24% blocking rate and iOS 1.33%.

    How to disable an ad blocker?

    Option 1: Get the domain whitelisted

    An ad network /server can directly approach an ad blocking company to whitelist their domain. But, it is solely at the discretion of the ad blocking company to go ahead with the whitelisting or not based on some parameters.

    Eyeo (the company behind ad block plus) is dealing with the aftermath of an article by the Financial Times, which reported that “not only Google but also Microsoft, Amazon and advertising network Taboola are among the companies paying to stop having their ads blocked. In response, users have blasted the company and have vented frustration with the software on social media and elsewhere. According to the Financial Times, companies pay 30 percent of additional ad revenue that they would make from being unblocked“.


    1. No animations, no sound, no video – they call it non-intrusive
    2. User can explicitly restrict whitelisted ads too

    Option 2: Manipulate ad-blocker

    Step 1 – check if ad-blocker is present or not

    Step 2 –
    Secret Media developed a technology (patent pending), based on polymorphic encryption to pass ads through Ad Blockers, and to make sure that the ad Blockers are not able to identify these patterns code.

    The technique explained above is generally used in viruses or malicious software to hide its presence in the machine or website. In short, the method is not legally approved.
    Advanced options of ads blocker plus are capable of detecting few of such encrypted scripts thus it blocks those too.


    1. Till now there is no concrete solution to manipulate ad blocker.
    2. Keeping business loss of ad-networks/publishers into consideration, ad blocker supports non-intrusive and standard ads
    3. If we focus on the Indian digital advertising market, ad blocking has not become very popular yet if we compare it to the US and UK market.

    As advertisers, you should try and diversify your advertising delivery channels and make sure you’re using all the ad targeting options available to you. Do A/B testing to check which channel delivers the highest ROI. Try your hands at some innovative high impact ad units and native advertising.  Moreover, social media advertisement is still unaffected by ad blockers. You can also give users the option of AdChoices. So Indian agencies/ad networks can breathe a sigh of relief as we still have time at hand.

    As publishers, you should always focus on user experience. Allowing non-intrusive ads and innovative ad formats will not hurt user experience. You should also keep checking CTR’s of these ads to check how much your ads are being liked by your website visitor. Conduct periodic surveys to get valuable feedback from your end user.

    Why cross device targeting is the new black

    Why cross device targeting is the new black

    599 400 Apurv Lungade

    Scenario – (as if it is a magic!)

    User was searching for a t-shirt on a shopping site on his desktop but didn’t buy it. Now he searches for more t-shirts on his mobile and gets to see the same t-shirt which he had searched on the desktop previously. An instant question that comes to your mind is – how does mobile get to know that the user on desktop and mobile is the same? Is it cookie or device identifier? But the cookie is present on the desktop. Is it something different which links these two devices with a single identifier? Was he logged in chrome/shopping site on both desktop and mobile? Yes, maybe! We don’t know…let’s explore!

    What was the scenario about?

    We all can see the shift in content consumption. More and more people are consuming content on the go i.e. on their mobiles or tablets. The above scenario considers the case of a typical cross-device targeting which many brands/advertisers are adopting in order to engage with their users/consumers hopping on multiple devices. Peechha naa chhodenge! (Wherever you go, our ads will follow you). The basic understanding about cross device targeting is “Identify a user or its behavior on more than one device and show him relevant ads accordingly”. It can be any two devices (see the image % share by eMarketer)

    Why cross device targeting is the new black

    A recent TNS study in Australia showed that for those owning at least three Internet devices, share of time was split as follows: PC/laptop (52 percent), smartphone (29 percent), and tablet (19 percent) (Source: TNS Mobile Life 2013).

    There are two approaches to cross-device targeting.

    Deterministic – This approach is executed using PII (Personal Identified information) of the user. This process is more accurate since the user is either logged in or he has shared his information with the publishers. The user data/behavior is tracked (stored) against this PII (email id, mobile no., physical address) instead of storing it in a cookie. The reason being cookies and virtual IDs do differ device to device but PII remains same. Now once a new user logs in, it checks if the PII is available – if it is, then stores the behavior info as well as based on previous data it shows ad; else creates a new entry in the database and starts studying the user’s behavior (fingerprinting). The above example is based on the deterministic approach.

    Benefits: Since user’s behavioral pattern is studied across devices in this model the ads served are more accurate and precise. Digital advertisers prefer this approach as here the user is already identified and segmented for personalized targeting.

    Challenges: In the deterministic model it is difficult to scale. We can say “Scale is inversely proportional to accuracy”. Privacy of the user is the biggest concern in this model. Another challenge is browser incapability when serving ads on different devices with different default browsers.

    Probabilistic – This approach involves using data points and attributes from different devices, operating systems, location data associated with bid requests, time of day and a host of other such details to predict statistical, aka likely, matches between devices. These probabilities take time to result in accurate predictions. The accuracy level in this model is 60 to 90%. Example 1- if a phone, a tablet, and a laptop connect to the same networks or Wi-Fi hotspots in the same places every weekday, it’s safe to summarize that all three devices belong to a specific user.

    Example 2- SilverPush did it for one of their clients. When a user is watching the brand’s ad, an ultrasonic sound (Beacons) is emitted from TV which triggers the user’s mobile to show the offer on it.

    Benefits: In this model user privacy is not at risk at all. Users can be paired across devices, operating systems, browsers which increase the scalability. Advertisers get to reach to their fragmented audiences in a better way.

    Challenges: This model is based on probability, and continuously recursive algorithms. Precise predictions take time to deliver desired results.

    Conclusion: The future lies in cross-device/screen targeting. Today’s marketers and advertisers should be ready for the big change. Both the approaches require efforts to overcome huge technical feats. They require huge infra, database (Big data), strong analytics tool (multidimensional reporting through slicing and dicing) and self-learning complex algorithms. Cross-device targeting plays a vital role in campaign performance which should be kept in mind before setting up a campaign.


    Secret ingredient for digital marketing strategy, Realism or Optimism

    599 400 Shweta Gupta

    Is your digital marketing strategy on the right track?

    Have you reviewed your digital marketing strategy lately? Have a check whether it is based on realism or optimism.

    Realism is what makes humans act sensibly and cultivate practical and real life ideas of what can be achieved. In brief, represent things as they really are!

    Optimism is what makes humans look on the most favorable side of events. In brief, makes you feel awesome, happier, having fulfilled lives! Who doesn’t want this? Everyone wants to lead an awesome life.

    Unfortunately, with regards to the success of a digital marketing strategy, a lot of digital marketers tend to project goals on the basis of sheer optimism. Digital Marketers should embrace Realism instead of Optimism. Let’s understand why realism is the secret ingredient for a digital marketing strategy.

    There is no harm in being optimistic about performances and delivery, as this gives us the zeal to achieve goals, but on the contrary, being optimistic makes you emotionally blind, rather than allowing you to play well with your mind. Marketing strategies based on optimism might lead to under delivery and eventually unhappy clients as one might prematurely simplify digital marketing plans, efforts and outcomes and deviate from real facts and figures. In the process, a lot of important warnings might get neglected which can be dangerous in the long run. Forecasts and deliverables should invariably be based on realistic figures.

    Let’s take an example:

    You just bagged a branding campaign, with objectives to increase the brand awareness by 50% and traffic on their website by 70%. The timeframe to deliver the campaign is 3 months. Your visual designing team has created some very attractive display banners with compelling messages, which you think people will go nuts over. I mean, how could users not recall and click on your digital ads? (Yeah, here you go! Overly optimistic)

    Based on your optimism, you communicate the deliverables to the client. The campaign is set and the ball is rolling, but soon you discover that only half of the targeted numbers for the month show up in the reports. Your forecast and the reports are misleading. So, what went wrong? Let’s figure out.

    • Relevant audience actual count was not considered when numbers were derived.
    • Assured of attractive creative (display banner) deliverability.
    • Small advertising budget was not feasible enough to deliver the campaign.


    • Be realistic and close to actual numbers when forecasting campaign goals.
    • Take insights from previous campaigns and customer experiences.
    • Always consider A/B testing before being over confident about one particular digital marketing strategy.

    How to be realistic:

    Over-commitment and an unrealistic figure can lead to client dissatisfaction. You need to be very careful when drafting your campaign goals. But, how do we attain the realistic goal? Here we go, (In reference to above example)

    a. List down the focused channels to run the campaign. Considering display marketing, let’s decide on the high impact innovative ad formats that should be appropriate for your branding campaign. Brand Recall as high as 50% by using high impact ad units. Say for example you can choose from these options;
    i. In-image
    ii. In-screen
    iii. GDN Ad Formats – Google Display Network

    b. Find out the precise count of relevant audiences that you have from your audience repository; this defines part of your reach. And rest can be pulled from GDN noting the advertising budget.

    c. State CTR based on past trends for each Ad Format. Now, you have the reach and CTRs in place. Hence, we know the traffic that we can deliver. That was easy! Isn’t it?

    d. Next step is measuring brand awareness, which is more of a qualitative parameter than quantitative. The best way to determine brand awareness is by asking the viewers/ clickers if they remember seeing the specific brand’s ad. If numbers in the first month don’t look that promising, the campaign settings can always be tweaked in terms of budget, ad channel and creative used, for the coming months. You shouldn’t be disheartened and pull the plug off soon.

    Grab your clients’ attention by promising delivery, backed by real numbers and not just your optimism. To execute a realistic and performance driven digital marketing campaign you need to find the right digital technology partner with the expertise to run digital campaigns via multiple delivery channels.


    • Less chances of a catastrophe if you are close to reality.
    • High chances of achieving the final deliverables.
    • Happy clients, in return unshakeable client loyalty.

    Now you know how to keep your clients satisfied and loyal, by being realistic. We have won million hearts by using this secret recipe Secret ingredient for digital marketing strategy, Realism or Optimism

    To create some realistic digital marketing campaigns contact us.