Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts

Sunday, 2 February 2020

How is your life going on after doing an MBA from an IIM?


Happiness can't be pursued, it must ensue - chasing happiness is self-defeating, chase the reason to be happy instead.
People have enough to live by, but nothing to live for.

Let me tell you a story.
Mohit is a fresh IIM graduate. He has recently joined his job. He works in a company that is a market leader in consumer electronics loans.
It is Thursday evening. His manager calls him, and informs him that he is supposed to be there at an electronics store of a well-known national electronics chain from morning till the store closes in the night from Friday through Sunday of the same week to learn the process from the point of loan approval to loan disbursement.
He is supposed to meet the ground sales staff of his NBFC present in the store, who take care of the tasks ranging from pitching the zero interest (on a majority of products) finance options to the customer to processing them in the store itself, learn from them, and present his learnings and suggestions for improvement in customer experience on Monday. At the thought of working on the weekend, he agrees, albeit grudgingly.
He peers through the cracks in the blinds on the glass walls of the office building. In a minute, he finds himself at the balcony of the building, having a wistful glance at the iron-grey monsoon sky, reminiscing the good old days of college, when they used to pull off weeks - not days - without a single holiday. He returns to his desk, with a clear head - devoid of any qualms about the impending slog on the weekend.
On Friday morning, he arrives at the store. After arriving at the counter of his NBFC in the store, he meets the salesmen. He finds them pretty humble and kind. He starts observing the way customers are pitched, treated, and the technology-driven way of loan processing. He jots down the points he thinks are worth taking a note of.
As the day passes by, he finds the value communication of zero interest loans to the customers pretty intriguing. He starts understanding how the products they manage sitting in the luxury of the air conditioned office are sold by the sales staff at the bottom end of the hierarchy of the organisation.
He finds out that the patience of sales staff is a well that never dries. There is no sign of exasperation on their faces when he asks them silly questions notwithstanding their insane workload of handling tons of customers. He is amazed to observe their work ethics and commitment towards their duty. He is awed when he notices them offering their chair(s) to the customer(s), in case the ones present fall short, and processing the loan on the system while standing.
He grumbles about him having to work on the weekend while his friends will savor the much awaited Saturday, only to find out that the sales staff works for as many as thirty days in a row without a holiday in the peak season of the year. A lump of gratitude passes through his throat.
He leaves the store at 9:30 pm on Friday. The next day, he meets a newly married couple who have come to buy a refrigerator of 20,000 Indian Rupees. On being informed about the zero interest instant finance facility offered by his company, they take away a TV, a Refrigerator and a Home Theater System worth 1,20,000 Rupees - by paying the down payment of the same 20,000 Rupees they had brought with them. The excitement on their faces of embellishing their new home with the electronics durables of their desires makes him experience the concept of customer delight he had studied in the classroom.
With each passing day of his store visit, his excitement and desire to spend more time there keeps soaring in his heart, like snow collecting on a wall, one flake at a time. On Sunday night, he bids adieu to the sales staff. He books a shared Uber to his flat, sharing it with some girls, who are headed towards a pub that was supposed to screen the India-Pakistan cricket match. When the cab driver and Mohit talk about India's defeat in the match, the girls are aghast - not at the fact of being unaware that India has lost, but at the fact that there will be no screening for them to enjoy the weekend. They start searching for other places to go to, without even asking how India lost. Mohit chuckles with his lips closed.
Come Monday morning, he is back in office. He is supposed to present his findings of the visit. Having a fair understanding of the process, the customer experience and the scope of in-store marketing, he prepares a report. He presents it later in the day, answering a few questions, stumbling at a few others - leaving everyone in the room pretty satisfied. He returns home late.
After having dinner, he dozes off only to wake up in the early morning shivering from cold due to the breeze flowing through the window of his room. He finds out that he has fallen ill. Notwithstanding the ongoing summer season, he places an online order for an air condition summer quilt at 5:30 am. Now, he starts reading the biography of Sam Walton (Founder of Walmart).
After some time, he leaves for office along with his flatmates. On reaching office, he realises that the three days spent at the store were the best days of his hitherto fifty-day long journey in the organisation. Scrambling to understand a plethora of things that he is supposed to learn from his seniors in the office, who carry the badges of their alma maters, designations, and the number of years of experience on their chests, he reminds himself of the humility of the sales staff at the store.
Exhausted through the day, he realises that his throat infection and fever have worsened. He decides to walk for the 1.5 km distance from his office to home, to buy medicines, fruits et al along the way. After returning home, he falls on the bed, only to wake up to have his dinner, and discuss the proceedings and gossips of the day in the office with his flatmates.
Lying on the bed, with the fan off, medicine pills gobbled, he browses Quora, finds this question, and decides to write an answer to it.
Would his life have been different had he not been from an IIM?
Probably wouldn't.
Would he have prepared himself for work on the weekend as easily had he not been from a college where he had slogged on almost all the weekends?
Probably wouldn't.
Is his life happier than his peers' who are not from an IIM?
Can't say. Life after an IIM is not two half-moons of white and black colors; it’s a thousand shades of grey peppered with glimpses of happiness and otherwise.
The same goes for life beyond an IIM, or for that matter, any other institute.

Tuesday, 2 October 2018

A Short Lecture on Google Video Ads By Kranti Gaurav from XLRI


Video ads are shown only to the people you want and you only pay when they watch. In other words, you won’t waste money advertising to people who aren't interested in your business.

A preview of video ads.

Get your ad live.

Once you create a video, you just need to set up a YouTube account and upload it. Then you can use Google Ads to start your campaign on YouTube. Your video will appear before or next to related videos or in search results.

Choose where your ad will appear.

Whether you’re trying to reach sports fans, music lovers, or anyone else, you can choose your audience based on age, gender, location, interests, and more.

Decide how much you want to spend.

Set your budget and use YouTube’s Analytics tool to see what’s working.

In Google Ads, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.
While video ad content must be hosted on YouTube, video ads can appear on YouTube and on video partner sites and apps across the Google Display Network, including on tablets and mobile devices (depending on your format and settings).
This article describes the benefits of video ads and compares the different video ad formats available. Explore the formats in detail below. You can also learn more about our policies and requirements.
TrueView video ads
With TrueView ads, you don't pay for random impressions or maybe-they-saw-its. You’re only charged when viewers watch or interact with elements of your video. There are two types of TrueView ads: in-stream and video discovery.
Benefits
It's a win-win: Viewers see videos they're curious about, and you get more views from an audience you know is interested. Because you choose what you want to pay for a view, you get the right audience at the right price. Unlike cost-per-impression (CPM) pricing, you won't need to pay every time your ad is shown.
Freedom to customize: You can also run videos longer than 30 seconds, so you can experiment with different formats. You can try longer product demos, customer testimonials, or a how-to video demonstrating your product in action.
Broad reach: TrueView ads can appear on both YouTube and other publisher sites in the Display Ads for desktop computers and high-end mobile devices. Note that video content for TrueView ads must be hosted on YouTube.
TrueView in-stream ads:
When should I use them?
Use this format when you have video content you'd like to promote before other videos on YouTube and across the Display Network.
How does it work?
Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.
Where can the Display Network ads appear?
TrueView in-stream video ads can appear on YouTube watch pages, on videos on partner sites, and apps in the Display Network.
​How will I be charged?
You pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.
Which campaign goals allow in-stream ads?
Leads
Website traffic
Brand awareness and reach
Product and brand consideration (all)
Campaign created without a goal
TrueView video discovery ads:
This format is formerly known as “TrueView in-display ads.” 
When should I use it?
Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.
How does it work?
Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page or on your channel page.
Where can the ads appear?
On YouTube search results
Alongside related YouTube videos
On the YouTube mobile homepage
How will I be charged?
You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.
Which campaign goals allow video discovery ads?
Product and brand consideration
Campaign created without a goal
Bumper ads
Bumper ads are a short video ad format designed to allow you to reach more customers and increase awareness about your brand.
When should I use them?
Use this format when you’d like to reach viewers broadly with a short, memorable message.
How does it work?
Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad.
Where can the ads appear?
Bumper ads can appear on YouTube videos, or on videos on partner sites and apps on the Google Display Network.
​How will I be charged?
You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.
Which campaign goals use bumper ads?
Brand awareness and reach
Campaign created without a goal
Outstream ads
Outstream ads are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps.
When should I use them?
Outstream ads are a way of expanding the reach of your video ads on mobile, helping you reach more customers.
How does it work?
Outstream ads begin playing with the sound off. Users tap the ad to unmute. Advertisers are only charged when more than half of the ad screen space is shown for two seconds or more. The format is designed to increase your video reach at an efficient cost.
Where can the ads appear?
One video template can run across a variety of different mobile placements. For mobile web placements outstream ads appear in banners, while for mobile app placements they'll appear in banners, interstitials, in-feed, native, as well as in both portrait and fullscreen modes.
Outstream videos are mobile-only ads that appear on partner sites and apps on the Google Display Network. This ad format isn’t available on YouTube yet.
How will I be charged?
You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so you’ll only be charged when someone sees your video play for two seconds or more.
Which campaign goals use outstream ads?
Brand awareness and reach
Campaign created without a goal

Tip: Regardless of the video ad type you choose, it's recommended to add square and vertical videos to engage mobile customers.

Thank you so much Guys.
Stay Fit, Take Care & keep Smiling :-)
God Bless !!
Kranti Gaurav
XLRI Jamshedpur

Monday, 1 October 2018

Waze Local Advanced Solutions - Kranti Gaurav


Learn about Waze Ads solutions

Waze Ads offers three distinct advertising solutions based on your investment level and number of locations — Waze Local Starter, Waze Local Plus and Waze for Brands.

Waze Local Starter

Waze Local Starter is designed for local businesses with a minimum investment level of $60 USD/month. Waze Local Starter is designed for businesses in need of a more localised campaign. Their local campaigns offer the following:
Branded pins
  • Pins are your digital store signs on the map. They mark your business on the map and are visible to Wazers that are close by.
  • When tapped, pins reveal more information about your business including a description, logo, opening hours and a phone number.
  • Wazers can immediately drive to your business from the ad, or reach your website and phone number. 
Promoted Search:
  • A branded, highlighted search result displayed when Wazers search your business.  
Waze Local Starter solution is sold on a bidding model, on a cost per thousand impressions basis. You set your maximum budget and are charged based on the number of monthly impressions.

Waze Local Plus

Our Local Plus solution is designed for regional chains, franchisees and multi-location businesses with a minimum investment level of $3,000 USD per month.
The Local Plus solution offers everything available to our Local Starter advertisers as well as Standard Takeover ads, an advanced dashboard, faster and personalised service, additional targeting options and additional payment options. 
Standard Takeovers (also known as Zero Speed Takeovers): 
These prominent banners display your logo and customized text to drivers while at full stop.
Takeovers appear when users are located within a certain radius from your business, prompting various calls to action, such as “Drive There” for navigation, “Download App,” “Save for Later,” “Save Coupon” and more.
You control the radius in which Takeovers are served to users, as well as their schedule and frequency. 

Waze for Brands

Waze for Brands solution is designed for businesses with a minimum investment level of $15,000 USD per month. This solution is most suitable for enterprise level advertisers with a large regional or national footprint.