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The Hindu Group KSL Digital Portfolio Who Are We The Hindu Group KSL Digital Portfolio Who Are We The Hindu is one of the most trusted brands in the publishing industry since its launch in 1889. It is India’s 2nd most circulated english news daily • The Hindu group was among the first publishers to launch a website in 1995. • We are India’s oldest news daily with a legacy of 139 years in the news publishing industry and are known for a deep connect with our audience OUR DIGITAL PRESENCE Our Digital Portfolio Websites Mobile Sites Android Apps iOS Apps • The Hindu • The Hindu • The Hindu • Business Line • The Hindu • Business Line • Business Line • Tamil Hindu • Business Line • Tamil Hindu • Tamil Hindu • Sportstarlive Some Key Statistics Our Reach The Hindu (TH) Business Line (BL) Tamil Website Unique Visitors 5.9M Unique Visitors 2.1 M Unique Visitors 0.6 M Page Views 24 M Page Views 4.4 M Page Views 7.4 M Over 33 M Unique Visitors across The Hindu network Mobile The Hindu Mobile Business Line WAP Tamil WAP Site Unique Visitors 17.8 M Unique Visitors 2.4 M Unique Visitors 2.9 M Page Views 39.5 M Page Views 3.8 M Page Views 16.8 M The Hindu Business Line Tamil Android Unique Visitors 0.95M Unique Visitors 37K Unique Visitors 44K Page Views 68 M Page Views 2.4 M Page Views 0.8M Over 181 M Page Views across The Business Line iPhone The Hindu iPhone Hindu network The Hindu iPad + iPad Unique Visitors 118K Unique Visitors 34K iOS Unique Visitors 17K Page Views 9.7 M Page Views 2.7 M Page Views 0.5 M Source: GA DEC ’17 DATA Flurry Data For Android & iOS Apps Demographic & Traffic Trends Leadership Position in South with strong Pan India Presence Age Group Split The Hindu Users Tamil Hindu Users Other Targeting parameters: 13% • Income • Occupation 44% 56% • Custom data 87% Rest of India South Rest of India South 18-24 25-34 35-44 45-54 55-65 65+ Business Line Users 35% 65% 73% of our group audience is in the age group of 18 to 34 Source: Google analytics Feb 2017 Rest of India South Web+ Mobile Social Media Reach The Hindu – 5.2M Likes Business Line – 697K Likes Tamil The Hindu – 2.5M Likes Sportstarlive – 449K Likes The Hindu – 4.56M Followers Business Line – 38.5K Followers Tamil The Hindu – 228K Followers Sportstarlive – 9.5K Followers The Hindu – 302K Followers Business Line – 3.1K Followers Sportstarlive – 3K Followers OUR DIGITAL SOLUTIONS CONTENT DISPLAY – WEB AUDIENCE ELECTRONIC MARKETING / ONLINE EVENTS IDEATION AND MOBILE TARGETING DIRECT MAILERS NATIVE Display Ads – Web + Mobile Medium Mobile Banner Rich Media. Rectangle High Impact Leaderboard Half Formats, Super Leaderboard Page Video Billboard Banners CPD (Cost per day) activity, equivalent to Jackets in Print CTR (Click through ratio) is main metric of campaign performance, followed by visits and bounce rate We follow, IAB (Interactive Advertising Bureau) prescribed formats Our CPD Formats Super Large Expando With Half Page Ad • Banner auto expands the first time • Banner settles on a large double ad slot called – Half page Our CPD Formats Large Expando With Leaderboard • Banner auto expands the first time • Banner settles onto a fixed top banner (leaderboard) for additional impressions Our CPD Formats Large Expando With Stayon • Banner auto expands the first time and settles to a small size on the RHS • After this the banner can be expanded only on user initiation • We also have the option of adding the leaderboard banner to this format Our CPD Formats Full Width Interstitial • The Full width interstitial appears before site loads with a 10 secs timer set. • Users have the option to skip the ad & go directly to the site. After this the stayon banner appears across the homepage & today’s paper in the form of a leaderboard Display Inventory on ROS Leaderboard MREC Banner / Premium Banner Mobile Display Ad Units Mobile Standard Banners Mobile Interstitial Digital buyer penetration in India is projected to jump from 43.8% in 2016 to 70.7% by 2020, A strong distribution strategy is critical for content to create awareness or demand generation. Our Offerings: • Hub Based Content Marketing Program • Single Article Promotions • Native Advertising 139 YEARS OF EXPERTISE GUARANTEES ENGAGING & READER RELEVANT CONTENT Creation of Publishing Content of Content CONTENT HUBS, LANDING PAGES AND MICROSITES FOR PUBLISHING BRANDED CONTENT Promotion of HIGH IMPACT AD-FORMATS Content AND TOUCH POINTS TO DRIVE TRAFFIC TO BRANDED CONTENT Content Marketing – Brand Hub Model We execute an end to end content marketing plan for the brand with creation of a micro-page, promotions across properties, platforms & social media VIDEO BRAND PAGE CREATED FOR TOTAL SOLUTIONS WITH MULTIPLE ARTICLES eBOOK & BRANDING Infographics Articles Content Marketing – Single Article Promotions SINGLE ARTICLE PAGE CREATED TO HDFC’s LIFE INSURANCE OFFERINGS Placeholder/Entry Points across our properties. Articles are published on our page template. The time period for an article promotion varies from 1 – 15 days Content Marketing - Native Formats • Native formats are highly efficient as the content merges seamlessly with the layout of the page. • All of our native formats come with a disclaimer of “Sponsored Content” Online Events The Hindu has hosted multiple ROI driven online events with brands across BFSI, Real Estate, and Travel With a high affinity audience that regularly engages with content, virtual events on The Hindu are highly interactive. Virtual Property Fair 02 Union Budget Audience Targeting TARGETED AUDIENZ – Individual TARGETING and Unique offering. Works in sync AD-SERVING based on REMARKETING and CROSS- with Lotame with 1st & 3rd party Geographies, Behavior, DEVICE IDENTIFICATION data for over 40M users Engagement Our top categorised segments Campaign Results Post Audience Optimisation 0.35% 0.30% 0.30% 1. Business – 2.8 Mn UVs 0.25% 0.20% 0.20% 2. Entertainment – 2.7 Mn UVs 0.20% 0.15% 0.15% 0.15% 0.12% 3. Technology – 2.6 Mn UVs 0.10% 0.10% 0.10% 4. Sports Segment – 1.7 Mn UVs 0.05% 5. Auto Enthusiasts – 1.5 Mn UVs 0.00% BFSI Real Estate Auto Travel Normal Post Optimisation Electronic Direct Mailers With a highly active audience, Electronic Direct Mailer (EDM) campaigns are very successful for brands partnering with The Hindu. High average open rates ranging Email Database of over 170K from 14% for THE HINDU and active users 25% for SPORTSTARLIVE Campaign Ideation At The Hindu, we have an in-house digital ideation setup that customizes our digital solutions to suit brand requirements. E.g: For Gillette, we created an innovative ad unit with the animated motion of the razor gliding through the Homepage revealing its contents SOME OF OUR WORK Samsung Background: On the heels of its new product launch, Samsung wanted to create sufficient buzz in the High Middle Category Income and HNI audience brackets. Why Us – Being the clear market leaders on digital in the South region and with a high percentage of highly engaged and loyal HNI audience, The Hindu was the perfect choice. Solution offered: 1.HIF on Network Concept: We created an HIF display plan covering all 3 group sites to maximize the campaign’s reach 2. We used a combination of 2 large units – Large Expando + Skinning Period: 2 days Results: Remarkable CTR of 2% + with access to quality audience VIVO Background: As the biggest spender on digital in the mobile category, VIVO was looking for a long term advertising partner for which it was conducting test campaigns. Solution offered: When VIVO approached us to deliver a certain performance, they were clear about their objectives i.e to drive maximum traffic to their destination. As the target audience was spread across platforms with mobile leading the numbers, we used the Network Play Model coupling Desktop, Mobile Web & Apps Period: 5 days (Teaser, Launch & Post Launch Buzz) Results: Remarkable CTR of .5% - Desktop & 2.2% - Mobile . VIVO added the Hindu as an advertising partner for all of its campaigns in 2016 and the 2017 year as well Tata Motors Background: Tata Motors has been a regular advertiser with us, but they wanted to double the performance from our platform for the launch for their new sedan Tigor Solution offered: In addition to working out a Network Play deal we expanded the horizon by offering a super large expando instead of a regular large expando & settling to a large banner 300x600 instead of 300x250 Period: 2 days Results: Overwhelming response of 3.2% CTR delivering close to 75000 Clicks, Mobile Interstitial – 8% all time high Outcome: Client were thrilled with the performance & repeated the same deal for Tiago campaign as well. KEY HIGHLIGHTS Key Highlights No.1 in SOUTH AND STRONG PAN INDIA PRESENCE – With total PVs in excess of 190 M, more than 40% of our traffic comes from North & West India, while we maintain leadership in the South market. COMPREHENSIVE BOUQUET, YOUTH DOMINANCE – With a strong offering across news, business, and sports genres, we are equally strong in Mobile Play. TECHNOLOGY ADOPTION FOR SUPERIOR TARGETING & OPTIMIZATION – Programmatic and Audience Targeting offerings help connect the right audience with brand messages. CONTENT MARKETING & ONLINE EVENTS - Native advertising and Content marketing offerings to increase traffic and audience engagement. INNOVATIVE AD FORMATS AND DIGITAL SOLUTIONS - Latest ad formats and Ideation Center to work collaboratively with Brands and Agencies THANK - YOU.
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