MEDIA DECK- CARDEKHO 2018 · 2019-11-22 · “Renault Duster” Native Unit: Competition targeting- Gallery Pages. Advertising “Ford Ecosport” in gallery pages of competition-“Renault

MEDIA DECK- CARDEKHO2018

$400M+ value - Backed by renowned financial tech and strategic investors

“India’s largest online auto destination with the most comprehensive gamut of

offerings and strong focus on exceptional consumer experience through best-in-

class product and tech innovation”

Mr. Ratan Tata

2000+ auto enthusiasts

We are the largest online auto eco-system

Within the group companies ofGirnarsoft, the parent company

#1 New Cars Used Cars

Best UGC handle #1 in Indonesia

New Car Dealer Counters

2,500

Unique Leads (Monthly)

1.1+MN

New Car OEM Retails (Monthly)

10,000+

Page Views (Monthly)

305+MN

#1 in auto video content

#1 in Tyres

CarDekho represents the new car buying universe in India

Of all car buyers research online

Of all new car buyers become leads

80% 90%

Of these buyers, come to CarDekho portals

41%

Through our rich data layer – 80% of users are retargetable on Facebook and Google for monetisation in the future

Exponential growth over the last 4 years

Product – Content strategy ensures high quality traffic at CarDekho

Note: Cardekho Group includes CarDekho, Gaadi, ZigWheels and BikeDekho

70%

Share of

organic + direct

traffic

Traffic unit: visitors; for WAP, Web, App: sessions

22%

Bounce

rate

6.5

Average

page views

per session

4 min.

Average

time

spent

70% WAP

16% Web

14% App

Persistent upward trajectory in key traffic trends with controlled digital marketing spend

2014 2015 2016 2017 2018

Users (cr) 13.56 16.21 16.46 26.67 29

Sessions (cr) 21.62 31.99 35.31 48.68 52.1

13.5616.21 16.46

26.6729

21.62

31.9935.31

48.6852.1

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Users (cr) Sessions (cr)

1.152mn

29mn mn

Total

Cars

Bikes

61033mn

18mn k

40019mn

11mn k

Visits Uniques Leads generated

Monthly Operating Metrics*

Traffic Metrics – Outright Number# 1 in Auto

Source GA- All GirnarSoft Sites- Cardekho, Zigwheels, Bikedekho & Gaadi

Across channels

Over 1 million

Monthly Views

Over 12 million

Our Youtube audience is the largest and the most sticky

We have over 4 million android app downloads across our universe of CarDekho, Gaadi, ZigWheels, BikeDekho & CarBay

CarDekho was one of 7 apps chosen from India

Play Store’s “Top Developer” Badge

Strong Android and iOS Expertise: “Top Developer” badge and‘BEST OF 2014’ by Apple

Most Popular and Best Website in Automotive

Category-2015

Company also won the ‘Best website award’ in 2011, 2012 and 2014

Most Popular and Best Website in Automotive

Category-2016

… as well as for web ecosystem

Vision : One stop shop for auto buyers Discovery, comparison, fulfilment and financing

Pages per visit

Average time spent

Monthly Visitors

23 Mn 3:30 min 6.00

Cardekho.com engages an audience of 23 Million visitors

WAP -60%WEB -30% APP -10%

Advertising: Digital Landscape

Display Solutions are going the ‘Native’ way…

4.1 2.7Consumers looked at native ads 52%

more frequently than banner ads(Average number of times the ad was viewed in a session)

32% 23%Native Ads registered 9% higher lift for

brand affinity than banner ads(Percentage of lift in brand favourability)

52% 34%Native Ads registered 18% higher lift for purchase intent than banner ads

(Percentage of lift in purchase intent)

Source: IPG and Sharethrough

32% 19%More users are willing to share a native

ad with friends or family members(Percentage of respondents that said they would share the ad with a

friend or family member)

Native Banner

Also, Sponsored Content opens a new avenue of advertising

26% 24%Consumers looked at sponsored

content more than editorial content(Percentage of users who saw sponsored vs. editorial content)

1 1.2Consumers looked at editorial and

sponsored content for similar duration(Average amount of seconds spent viewing sponsored vs. editorial

content)

71% of publishers received no major complaints from readers for

featuring sponsored content

Source: IPG and Sharethrough

Sponsored Editorial

70% of individuals want to learn about new products through

content rather than through traditional advertising

Advertising with CarDekho

CarDekho Ad Properties

AD PROPERTY DESCRIPTION UNITS

Standard Banners Most widely used unitRegular units- 970x90 (WEB), 300x 250 (WEB & WAP)

and 320 x 50 (WAP)

NativeNon intrusive user friendly units

integrated with the site/app designCustom Units positioned according to client

objective.

Advertorial/ Sponsored Content

Content integrated branding with social coverage

Microsite, featured articles along with social promotion.

ImpactFocused to showcase product

heavilyUser initiated Page push down, Video integrated banners, recommender unit-you may also like.

InnovationMore descriptive units with multi

level expansionUser Initiated multi level expando banners, custom

tower integration, carousel, flicker unit.

E-mailers, newsletters and notifications

Focused on re-targeting prospective buyers/ users

Competition/geo targeting through e-mailers, newsletters and notifications.

Standard Banners

Standard Banners – 970 x 90 (Web)

Standard Banners – 300 x 250 (Web)

Standard Banners – WAP / APP

Native Ad Units

Impact Unit: New Launch Icon

• What is the ad unit? - Click to call icon will be replaced by new launch icon only for the new car launch and the

click in the expanded form will take the user to product’s landing page inside CarDekhoplatform.

• Why should you use this ad unit?- Impact unit with very high visibility and engagement.- Completely non-intrusive unit.

• How should this ad unit be used?- Only two campaigns per month lasting not more than 2 days.- The unit will be hover to expand for first time and then it will be click to expand.

• Placement:Bottom right of the page.

• Deliverable:Fixed Ad Unit

• Available Platform(s): WAP

• Page(s):Across the site (ROS)

Impact Unit: New Launch Icon

Native Unit: Sponsorship in the variants section

• What is the ad unit? - Better variant of competition car can be positioned in the variants section.

• Why should you use this ad unit?- The ad targets very specific user who is researching on car variants. Positioning a better

variant of competition in this slot will definitely be very good place for branding.- Completely non-intrusive unit.

• How should this ad unit be used?- Only one unit will be available in the variants section for Diesel and Petrol each.- The image will have the same look alike as the other units with plain white background.

• Placement:Variants Section


• Available Platform(s): WAP

• Page(s):Model Pages

Native Unit: Sponsorship in the variants section

Variants Section

Sponsorship in Variants

Section

Native Unit: Home Page Slider

• What is the ad unit? - First slot on the slider unit will be given for Branding and the click can either take to

client’s landing page or the model page inside platform.

• Why should you use this ad unit?- The ad is visible to all users who land on CarDekho home page. - On app, SOV is 100% and on Web and WAP it reaches only to 20% of the overall users.

• How should this ad unit be used?- Consecutive sliders can not be sponsored. If first is sold out then next sponsored slot

should be 3rd one.- The image can have banner look with colorful background.

• Placement:Home Page Slider


• Available Platform(s): Web, Wap and App

• Page(s):Home Page

Home Page Slider

Native Unit: Menu Bar Integration (WEB); Navigation Bar (WAP & APP)• What is the ad unit?

- A sponsored car/bike model will be displayed in the - Web: Menu bar drop down and roll over on the ad will open up the product display

featuring its details. - Wap and App: Navigation Bar and the click will take to the product landing page.

• Why should you use this ad unit?- Surprise element with higher visibility and engagement.- Completely non-intrusive unit.

• How should this ad unit be used?- Only available for launch: sponsored result will be visible in the drop down at a time.- The unit can show either a car or a bike depending upon the menu.- The ad format will have a look alike to the other options in the drop down.

• Placement:Fifth slot in the Drop downLast slot in Navigation Bar


• Available Platform(s): WEB, WAP and APP

• Page(s):Across Website (ROS)

Native Unit: Menu Bar Integration

Native Unit: Sponsored Body Type

• What is the ad unit? - A sponsored car model will be displayed on the car search page which gives listings

according to body type and click will be taken to the Sponsored Car’s model page.

• Why should you use this ad unit?- 60% car buyers in research phase use this search result to narrow down their research.

• How should this ad unit be used?- One sponsorship per client should be sold. - Image will have white background and will have a native look alike to fit in the web page.

• Placement:Search – Body type


• Available Platform(s): Web and Wap

• Page(s):New Cars Page

Recommended Car and Popular Car SponsorshipR

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Native Unit: Competition targeting- Gallery Pages

• What is the ad unit? - A sponsored car/bike model will be displayed in gallery section of competition models

and on click will be taken to the Sponsored Product’s model page on Zigwheels

• Why should you use this ad unit?- The ad unit will give product visibility on the competition gallery pages.

• How should this ad unit be used?- One unit each in photos and videos section will be given in the competition gallery for

the sponsorship.- The unit can show a product depending on the relevance in competition category.- Image will have the same format as the other showcased products.

• Placement:Second page in the gallery section.



• Page(s):Gallery

Advertising “Ford Ecosport” in gallery pages of competition-

“Renault Duster”


Advertising “Ford Ecosport” in gallery pages of competition-“Renault Duster”


Native Unit: Comparison Sponsorship

• What is the ad unit? - A sponsored car model will be displayed in the compare car sections and on click will be

taken to the Sponsored Car’s model page on CarDekho.

• Why should you use this ad unit?- It will give product visibility against competition where user have not even considered

your product in its buying options.- SOV will depend upon what car models advertiser will choose for compare sponsorship.

• How should this ad unit be used?- Only one sponsored search result will be visible at a time- The unit can show product based on the relevance of comparison initiated by user.- Image will have the same format as the comparison products showcased.

• Placement:Adjacent to Compare Car Section


• Available Platform(s): Web

• Page(s):Compare Car

Compare Car Sponsorship

Native Unit: Product Recommendation- ‘You may also like’

• What is the ad unit? - A sponsored car model will be displayed in the ‘You may also like’ pop up and the click on

the ad will send the user to the sponsored product’s model page on CD platform.

• Why should you use this ad unit?- 100% SOV ad unit which will definitely increase traffic to your model’s page

• How should this ad unit be used?- Only one sponsored search result will be visible at a time- The unit can show either a car or a bike as per the search string- Image should not include any background or additional graphic apart from the car/bike

• Placement:First slot in the Trending Now Pop up.




Native Unit: Product Recommendation- ‘You may also like’

Native Unit: Upcoming Car Sponsorship

• What is the ad unit? - A sponsored car/bike model will be displayed in the upcoming cars/bikes section and on

click will be taken to the Sponsored Product’s model page on CarDekho.

• Why should you use this ad unit?- The ad unit will create buzz for the new product by being showcased on the first slot in

the upcoming car/bike section.

• How should this ad unit be used?- Only one upcoming unit will be given for the sponsorship.- The unit can show a car in Upcoming Cars page and bike in Upcoming Bikes page.- Image will have the same format as the other showcased products.

• Placement:First position in the showcased results



• Page(s):Upcoming Cars/Bikes

Native Unit: Upcoming Car Sponsorship

Native Unit: Sponsorship on Feel the car page

• What is the ad unit? - A sponsored car model will be displayed in ‘Feel the Car’ section and on click will be

taken to the Sponsored Product’s Feel the Car page on CarDekho.

• Why should you use this ad unit?- 3-D view being a latest and innovative section which provides complete information

about the car on single page gets a lot of views.

• How should this ad unit be used?- Only one upcoming unit will be given for the sponsorship.- The landing page of the click will be ‘Feel the car’ section of the sponsored model.- Image will have the same format as the other showcased products.

• Placement:First position in the showcased results


• Available Platform(s): Wap and App

• Page(s):Feel the Car Section

Sponsorship on Feel the Car page

Sponsored Content: Microsite

• What is the ad unit? - A dedicated brand zone will be created by the GirnarSoft Team.

• Why should you use this ad unit?- Users consume content on the website and the dedicated zone will give a lot of

information about the product in the form of info-graphics, images, videos (everything in one location).

• How should this ad unit be used?- Only one tab will be created at a time.- The unit can show either a car, a bike or a TBL client. - The tab will be created by Girnar and will be confirmed from client before showcasing.

• Placement:A separate tab on the website.

• Deliverable:Promotion on social media and fixed views.


• Page(s):Dedicated page

Sponsored Content: Microsite

Sponsored Content: Featured Articles

• What is the ad unit? - Content will be showcased on News and Reviews Page and click will take the user to the

landing page on CarDekho platform where content is hosted.

• Why should you use this ad unit?- Since users consume a lot of content on CarDekho platform, hosting a content will give

brand visibility as well will be able to educate users about the brand.

• How should this ad unit be used?- One to two sliders can be sponsored (non-consecutive).- The unit can show either a car, a bike or a TBL client.

• Placement:Slider and news listings (first and third slot)

• Deliverable:Promotion on social media and fixed views.


• Page(s):News and Reviews Page

• What is the ad unit? - The banner size will become large on mouse hover and the unit will cover the web page.

Mouse click on the banner will take the user to Advertiser’s landing page.

• Why should you use this ad unit?- Enlargement of banner size gives better visibility to the brand.

• How should this ad unit be used?- The unit can show either a car or a bike or a TBL client. - Competition and geo targeting is possible.

• Placement:970 x 90 banner (web) 300 x 250 banner (web)320 x 50 banner (wap)

• Deliverable:According to client requirement



Impact Unit: User Initiated Expando Banners

Impact Unit: User Initiated Expando Banner

• What is the ad unit? - A video will be integrated with the ad unit. On mouse hover, the video will be played

(mute) and when user clicks the user will be taken to Advertiser’s landing page.

• Why should you use this ad unit?- User could be given a lot of information through videos.


• Placement:300 x 250 banner (web)




Impact Unit: Video Integration

Impact Unit: VIDEO INTEGRATION

• What is the ad unit? - It’s a native unit on wap platform with size 300 x 250. It can be made as slider to

integrate more information.

• Why should you use this ad unit?- A lot of information about the product can be showcased in one place.- Big size ensures better visibility and native format makes it non intrusive for user.


• Placement:Fourth/ Fifth card on model pages




Innovation: Carousel Unit

Slide 1 Slide 2 Slide 3 Slide 4 Slide 5

Innovation Unit: CAROUSEL

THANKS!

Documents

MEDIA DECK- CARDEKHO 2018 · 2019-11-22 · “Renault Duster” Native Unit: Competition targeting- Gallery Pages. Advertising “Ford Ecosport” in gallery pages of competition-“Renault