Saturday, March 14, 2015

Basic terms in advertising

1. Impressions

This used to be a term more appreciated, which means how many times a user saw your ad or banner or any online advertisement. Each time your ad has been viewed counts as an impression.

2. CPM (Cost per mille)

Commonly used measurement in advertising !!
CPM is also called as CPT i.e cost per thousand , which means we need to pay cost on every 1000 impressions.
Example : If CPM is $10 , it means cost of 1000 impression is $10 .

3. CTR (Click Through Rate)

How many users that saw your ad have clicked on it too and visited your website or landing page.
The Click Through Rate is calculated as Clicks / Impressions.
Example : Let’s say your ad reached 100 impressions, and 10 users also clicked on the ad, it means your CTR is 10%. If CTR value is high the campaign performance was good.

4. Conversion (Action)

Once a user saw your ad, clicked on it and visited your website or any landing page and does any action like buying of any product or registers or downloads depending upon the which action has been considered as conversion for that campaign , a conversion is calculated.

5. Call for Action

It’s the most important for the user to take any action.Call for Action is what drives the users to interact with your campaign. Depending on the goals that the advertiser set for the campaign, the Call for Action may be: Request a quote, download a brochure, sign up for a newsletter, and of course- buy a product or book a room online. (CPA values calculated as fixed value OR based on the product value.

6. CPL ( Cost per Lead) / CPA (Cost per Acquisition) / Cast per action

It’s the cost spending on clicks / conversion .
Example :  Let’s say your ad drew 100 clicks at 100$, and you achieved 10 Conversions, then you CPL / CPA is 10$.

The lower the CPL/CPA value , means good is the conversion rate.

7. ROI (Return on Investment)

The best example to understand ROI is :
Let’s say you are promoting your restaurant and the Call for Action is booking online reservation for dinner. You already know that your profit from every guest is 10$. In that case, if the CPA is 8$, which means you spent 8$ advertising money to get a reservation, than your ROI is positive, because you have 2$ profit on every reservation.

8. CPC (Cost per click)

Just like CPM , CPC is also a measurement used in online advertising , the only difference is this cost is based on clicks and not impressions . If any user is shown the Ad but he doesn’t clicks on it their won’t be any cost effect as the cost is based on clicks only.
Example : If CPC is $5 , it means every click costs $5 so 20 clicks than it will cost us $100.

*Also , consider a campaign where payment is based on impressions, not clicks. Impressions are sold for $10 CPM with a click-through rate (CTR) of 2%.

1000 impressions x 4% CTR = 40 click-throughs
$10 CPM / 40 click-throughs = $.25 per click.

9. CPA (Cost per acquisition)/cost per action

CPA measures the advertiser’s per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor. This means cost per acquisition measures how much it costs in advertising to convert one person from a visitor to a client for the company.

Action can be different for different campaigns , like for some registration is set as a conversion and for some the buying of any product i.e when a user reaches the ‘Thank you page’ or may be downloading anything from the client’s page or "Thanks for booking"

10. CPE (Cost per Engagement)

A new measure of performance in online advertising. After CPM, CPC and CPA we have this CPE which has no relation with impression but only with the engagement i.e when any user engages with the brand content.
This measure actually differentiates between quantity and quality.
Engagement can be defined as a user interacting with an ad in any number of ways, including viewing, sharing, voting, commenting, reviewing, playing a game , etc.

CPE campaigns are mainly video campaigns as it initiates used to engage with the creative.

11. CPL (Cost per Lead)

A lead is the initiative in an action .
It is usually a free registration or filling of the form on the creative like mobile number , email Id or name , etc.
Once the user fills the detail , a lead is counted !

12. Ad Dimension

The size of a creative measured in pixels. e.g. 728×90 ; 300×250 ; 160×600, 300x600 etc.

13. Ad Space

The space on a Web page reserved to display advertising.

14. Banner

An online advertisement in the form of a graphic image that typically runs across the top or bottom of a Web page, in the margin, or other space reserved for ads. i.e the Ad Space on the respective web pages.

15. Pop-Under

A window that launches automatically behind the current browser window. It is a type of advertisement like expandable , video Ads are also type of advertisement .

16. Pop-Up

A window that launches automatically in front of the current browser window.

17. Affiliates

A type of advertising system based on the CPA payment method whereby web sites run advertiser’s banners for free but get paid on any sales or registrations that result from visitors that click on the banner.

18. Agency

An organization that provides a variety of ad services for advertisers, including helping them design creative and locate the best place to run their advertising campaign.Today there are number of agencies in market , e.g Exponential , Zedo , Eye Blaster etc..

19. Cookies

Cookies are small files that  are sent from a web server to the local user’s computer to store information unique to that user.Often used by advertisers to keep track of the number  and frequency of advertisements that have been shown to a visitor or by sites to help them determine the number of unique visitors.Cookies can also be used to target  advertising, such as targeting advertising based on an individual’s user profile on a site.

20. Frequency Capping

A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame.Frequency Capping is a popular method for ensuring that a single user does not see the same ad too often.

21. Geo targeting

Geo targeting is the practice of  targeting ads to web users based on their physical location , e.g. If i want to show to Ad only to US citizen i can target the Geo only to US so no other user at different location can see the Ad .

22. Interstitial

An particular type of advertisement that loads between web pages, requiring a user to look at it before getting to the page they meant to go to.It is one of the closest things on the Internet to television commercials.

23. Post Click Tracking – PCT

This is used to track if a user performs an action after clicking on a banner, such as completing a registration page or purchasing an item. It is done with the use of a cookie placed in the browser that is read by a tracking pixel on a page (such as an order confirmation page or a “thank you for signing up” page).

24. RON

Run of network (RON) means a banner will run on all the network i.e it has the potential  to appear on any page of any site that is part of an ad network.This type of buy is not targeted to any specific choice, it tends to be the least expensive type of advertisement that can be purchased.Custom targeting is quite costly than RON.

25. Leaderboard

Leaderboard is a standard size of an online banner ( advertisement ) of size (w) 729 x (h) 90 (in pixels).

26. MPU ( Mid page Unit )

MPU (Mid Page Unit) or medium rectangle is a banner (advertisement) size of (w) 300 x (h) 250 (in pixels).

27. Skyscraper

Ad Dimension 120×600. Commonly used on the side of pages.

28. ATF – “Above the fold” of a web page.

29. BTF – “Below the fold” of a web page.

30. Insertion Order

It’s a formal contract binding between both the buyer and seller of inventory.

31. Ad Tags

HTML code produced by your ad server that displays the corresponding creatives.

32. Pacing

Pacing is how fast the purchased impressions are delivered , like if the pacing is AGGRESSIVE , it means the impressions are to be delivered in a fast pace while if the pacing is GOVERNED , it means the impressions are to be delivered in some pattern and also in slow mode.

33. Out-clause

Out-clause is the amount of time you have to cancel an insertion order.

Friday, January 30, 2015

How to: Prepare and Conduct the Perfect Job Interview

How to: Prepare and Conduct the Perfect Job Interview

Posted by Siofra Pratt, January 27, 2015
how to conduct a job interview

You’ve trawled through hundreds of potential candidates, you’ve used your sourcing skills to find a great candidate shortlist and the only thing between you and placing the perfect candidate in the open position you have, is “The Job Interview”.
And there lies the problem for many recruiters and hiring managers – the interview process. Many recruiters and hiring managers (you, yourself might be included), see interviewing as a necessary evil, and not as a critical skill. In fact, despite the long length of their tenure, their extensive industry experience or their large team size, many recruiters and hiring managers admit that they feel they still need to improve their interviewing skills and very few would classify themselves as an “expert interviewer“.
But why is there widespread trepidation and uncertainty surrounding the interview process?! Why do so many industry veterans feel they could still improve their interviewing skills? Especially when you consider that interviewing is an integral part of the recruiting process.
It might have something to do with the fact that just last year 27% of U.S. employers said that just one bad hire had cost their company more than $50,000, or that the amount of time wasted by hiring an unfit candidate was also significant. The truth is, many recruiters and hiring managers are just scared witless of getting it wrong and being blamed for a bad hire.
So what is the best way to prepare and conduct an interview in order to better your chances of making a good hire and lower the risk of getting it wrong? We did some research and asked our extensive network of recruitment industry influencers and though-leaders what works best for them when it comes to interviewing prospective employees, in a bid to discover how every recruiter should start viewing and organising the interview process and in doing so, recognise and select the best talent.

How to: Prepare and Conduct the Perfect Job Interview:

1. It all begins at the role definition stage

The first thing a good interviewer needs to realise is that preparations for the interview process start long before you sit in a room with a potential candidate. The process starts at the role definition stage. “Competencies/behaviours [must be] defined and agreed at the role definition stage” says Ken Ward, the Interim Recruitment Director at Nexmo. If you fail to nail this down what is required of the perfect candidate before the interview stage, the battle for great talent is already lost.
how to conduct a job interviewLook at it this way: great employees don’t just perform a job; they solve at least one critical business need. As the interviewer, it is your job to prove whether or not the candidate in front of you is able to solve the critical business need this role entails, with their current set of skills.
Jean Gamble, who runs the Chicago-based Jean Gamble & Associates, believes “wrong hiring” occurs because hiring managers and human resources people confuse the job description with the job criteria. “The job definition and the criteria for the job are different,” says Gamble. “And often if you went to the people who actually perform the job, you’ll hear an entirely different description of what it takes to perform the necessary tasks than what’s posted in the job definition. That’s why it’s important to involve those who are actually doing the job in writing the description,” adds Gamble. “That way you avoid any miscommunication about what’s required to do a successful job.” So the first question you need ask is “What is the critical business need that needs solving, and and what skills/competencies will solve it?
The second question you need to ask is “What personalities traits/attitude/mentality does the candidate need to have in order to fit in culturally?” Remember, the candidate you deem to have the best skill set for the job, will also have to fit in culturally at the firm. Therefore, defining the firm’s company’s culture before interviewing potential candidates is essential.  For example, if a company moves quickly to respond to technology and market changes, this will need to be identified as a key element of the company a new employee will need to be comfortable with. Acceptable standards of adaptability need to be laid out prior to interviewing the candidate. “It’s critical that an open definition of the company’s culture exists in some form” says Gamble. She adds that specific questions must then be part of the interview process to determine whether the candidate will fit within the firm’s culture.
Remember: Define the role by agreeing competencies, behaviours and any cultural requirements, then work out how to assess whether or not a candidate has it.

2. A structured interview is essential

how to conduct a job interviewContrary to popular belief, “structured” does not mean you ask every candidate the same questions. A “structured” interview, as Andrew Gadomski the founder of Aspen Advisors, put it, refers to a “planned interviewing process where candidates feel they can present their skills and abilities and the hiring manager is formally engaged”. And the most effective way of achieving this type of structured interview amongst the industry experts we asked, is by combining both behavioural and situational interview questions (each set based on the competencies and behaviours pre-determined at the role definition stage).
Why? Well, put simply, asking behavioural and situational questions is the best way of getting a “well-rounded” view of the candidate’s experience and their decision-making approach.
  • Behavioural Interview Questions
Behavioural questions are made up of experienced-based or past-oriented queries. Proper behavioural interviewing is specific and takes each candidates’ unique experience (as well as the job requirements) into account. This is key. Your interviewing technique should allow for customisation at the role/functional level. And the easiest way to ensure you do this is by carefully reading the candidate’s CV and asking questions based on the candidate’s experience.
Consider this typical behavioural question (Question A), versus a custom designed behavioural question specific to the candidate (Question B):
- Question A – “What was the most difficult problem you solved at your last job?”
- Question B – “When you worked for Acme, you led a software migration project. At what point did the migration become challenging?”
While, Question A may elicit some useful information and provide the interviewer with a general idea of the candidate’s problem solving abilities, Question B forces the candidate to speak about specific experience.
  • Situational Interview Questions
In contrast to behavioural questions past-orientated focus, situational questions are typically hypothetical and future-oriented. Situational questions should follow behavioural questions and use the information you’ve gained about the candidate’s specific experience to infer how they would cope in hypothetical situations this company may throw at them.
Remember: Never leave the question-asking to chance. Do your homework in relation to what the the role demands, familiarise yourself with the candidate’s CV and customise your interview questions accordingly – asking behavioural past-orientated questions first and situational future-orientated questions afterwards.

3. You must have a desire to understand the person in front of you

how to conduct a job interviewWhen it comes to sitting down with the candidate on the day of the interview, it’s not all about asking questions. The key to great interviewing, as Sigma Software Sourcing Recruiter Anna Miroshnichenko puts it, lies in the “desire to understand the person in front of you: his/her wishes, fears, what he/her like and dislike to do”.
The more questions you ask, the more you learn about a job candidate, right?” teases Jeff Haden in his article “The Best Interview Technique You Never Use“. “Wrong” he answers himself. Instead, the best way to get to know the person you’re interviewing and gain a proper understanding of what they’re about is to “listen slowly” to what they have to say.
Listening slowly simply means listening attentively, a process that can turn a basic Q&A session (a bog-standard interview) into more of a conversation between two people. According to Jeff, once you give candidates a silent hole to fill, they’ll fill it, and they’ll often fill it in unexpected and surprising ways – an additional example, a more detailed explanation, a completely different perspective on the question.
A shy candidate may fill the silence by sharing positive information they wouldn’t have otherwise shared. A candidate who came prepared with “perfect” answers to typical interview questions may fill the silence with not-so-positive information they never intended to disclose. When interviewing your next candidate pick a few questions that give the candidate room for self-analysis or introspection, and after their initial answer, pause.
And all candidates will open up and speak more freely when they realise you’re not just asking questions–you’re listening.
Not only will listening slowly give you a better idea of the person in front of you as a potential employee, it will also give the candidate an opportunity to shine. As Gerry Crispin put it “if, after the interview, the candidate believes the recruiter/hiring manager provided them opportunity to ‘fairly compete’ for the job, their NPS (Net Promoter Score) scores are statistically higher“.  As a result, “those silver medalists (candidates) not selected are much more likely to refer others, re-apply and maintain their [customer] relationship with the firm.”
It’s clear that a structured and planned interviewing process where candidates feel they can present their skills and abilities and the hiring manager is formally engaged in a structured and deliberate process increases candidate experience and reduces the perception of discrimination” says Andrew Gadomski. And we couldn’t agree more!
Remember: Listen attentively to what the candidate has to say and how they say it. Pause after important questions and let the candidate elaborate on his/her experience. Doing so will give you a better understanding of the person in front of you and their potential as a future employee.


how to conduct a job interviewThe interviewing process is not something to fear or shy away from. It is an integral part of the recruiting process. Start to prepare for interviewing early in the recruitment process by defining the role by agreeing competencies, behaviours and any cultural requirements the role requires and work out how to assess whether or not a candidate has these competencies.
Never leave interview question-asking to chance. Familiarise yourself with the candidate’s CV before meeting them in person and customise your interview questions accordingly. Ask behavioural past-orientated questions about the candidates previous experience first and ask situational future-orientated questions to infer how they would cope in hypothetical situations, afterwards.
Listen attentively to what your candidate has to say and how they say it. Remember to pause after important questions and let the candidate elaborate on his/her experience. Doing so will give you a better understanding of the person in front of you and their potential as a future employee.
Now go forth and interview those candidates!
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Tuesday, January 13, 2015

The 10 things you need to know in advertising today

The 10 things you need to know in advertising today 

Here's what's going on in adland.

By Lara O'Reilly

Good morning. Here's what's going on in adland.

1. Facebook video is driving YouTube off Facebook. New data from Socialbakers, provided to Business Insider, shows that Facebook page owners posted more Facebook videos than YouTube videos for the first time in November.

2. A model who appears in the Coca-Cola Fairlife milk ads, branded by the media as "sexist," says she didn't give her permission to appear in the campaign. The model di ..

3. A Pizza Hut branch in England has apologized for posting an ad seeking "good looking girls" to work as receptionists. Pizza Hut UK responded by calling it an "individual error of judgment."

4. Here are the 10 ads of the year that people couldn't stop watching. Google has put together its annual list of the most viewed ads on YouTube.

5. Facebook has also launched its year in review to highlight the topics that dominated the conversation on the platform in 2014. Facebook was dominated by the ALS Ice Bucket Challenge.

6. Business Insider has charted the rise and fall of Abercrombie & Fitch. The retailer's CEO Mike Jeffries announced he is stepping down on Tuesday.

7. Digiday looks at how publishers are combatting ad blockers. It's not easy, but there are ways to block the blockers (or at least dissuade pe ..

8. MasterCard is promoting its Apple Pay partnership with an ad campaign starring Gwen Stefani, Adweek reports. The McCann XBC spot sees the singer rewarding Apple Pay users with gifts. The campaign extends into the real world, where Mastercard will reward some lucky Apple Pay users with prizes such as a meet and greet with Stefani and World Series tickets.

9. China is considering a ban on tobacco advertising, The Wall Street Journal reports. China's cabinet is looking to ban all forms  ..

10. The New York Times is looking to expand the number of print sections its offers, The Wall Street Journal reports. Print still makes up 72% of the company's advertising revenue and 79% of its circulation revenue.

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