The Hindu GroupKSL 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

• The Hindu• Business Line• Tamil Hindu• Sportstarlive

• The Hindu• Business Line• Tamil Hindu

• The Hindu• Business Line• Tamil Hindu

• The Hindu• Business Line

Our Digital Portfolio

Websites Mobile Sites Android Apps iOS Apps

Some Key Statistics

WebsiteThe Hindu (TH)Unique Visitors 5.9MPage Views 24 M

Business Line (BL)Unique Visitors 2.1 MPage Views 4.4 M

TamilUnique Visitors 0.6 MPage Views 7.4 M

Source: GA DEC ’17 DATAFlurry Data For Android & iOS Apps

Over 33 M Unique Visitors across The Hindu network

Over 181 M Page Views across The Hindu network

Our Reach

iOSThe Hindu iPhoneUnique Visitors 118KPage Views 9.7 M

The Hindu iPadUnique Visitors 34KPage Views 2.7 M

Business Line iPhone + iPadUnique Visitors 17KPage Views 0.5 M

Mobile Site

The Hindu MobileUnique Visitors 17.8 MPage Views 39.5 M

Business Line WAPUnique Visitors 2.4 M Page Views 3.8 M

Tamil WAPUnique Visitors 2.9 MPage Views 16.8 M

AndroidThe HinduUnique Visitors 0.95MPage Views 68 M

Business LineUnique Visitors 37KPage Views 2.4 M

TamilUnique Visitors 44KPage Views 0.8M

Demographic & Traffic Trends

Source: Google analytics Feb 2017Web+ Mobile

73% of our group audience is in the age group of 18 to 34

Other Targeting parameters:

• Income• Occupation• Custom data

Leadership Position in South with strong Pan India PresenceAge Group Split

18-24 25-34 35-44 45-54 55-65 65+

The Hindu Users

Rest of India South

56%44%

Tamil Hindu Users

Rest of India South

87%

13%

Business Line Users

Rest of India South

35% 65%

Social Media Reach

The Hindu – 5.2M LikesBusiness Line – 697K LikesTamil The Hindu – 2.5M LikesSportstarlive – 449K Likes

The Hindu – 4.56M FollowersBusiness Line – 38.5K FollowersTamil The Hindu – 228K FollowersSportstarlive – 9.5K Followers

The Hindu – 302K FollowersBusiness Line – 3.1K FollowersSportstarlive – 3K Followers

ELECTRONIC DIRECT MAILERS IDEATIONDISPLAY – WEB

AND MOBILE

CONTENT MARKETING /

NATIVEONLINE EVENTS AUDIENCE

TARGETING

OUR DIGITAL SOLUTIONS

Rich Media. High Impact Formats, Video Banners

Medium Rectangle

Billboard

Half Page

Leaderboard

Super Leaderboard

Mobile Banner

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

Display Ads – Web + Mobile

Our CPD FormatsSuper 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 FormatsLarge Expando With Leaderboard

• Banner auto expands the first time • Banner settles onto a fixed top banner (leaderboard) for additional impressions

Our CPD FormatsLarge 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 FormatsFull 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 UnitsMobile 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

Publishing of Content

Promotion of Content

Creation of Content

139 YEARS OF EXPERTISE GUARANTEES ENGAGING &

READER RELEVANT CONTENT

CONTENT HUBS, LANDING PAGES AND MICROSITES FOR

PUBLISHING BRANDED CONTENT

HIGH IMPACT AD-FORMATS AND TOUCH POINTS TO

DRIVE TRAFFIC TO BRANDED CONTENT

We execute an end to end content marketing plan for the brand with creation of a micro-page, promotions across properties, platforms & social media

BRAND PAGE CREATED FOR TOTAL SOLUTIONS WITH MULTIPLE ARTICLES & BRANDING

Articles

VIDEO

eBOOK

Infographics

Content Marketing – Brand Hub Model

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

SINGLE ARTICLE PAGE CREATED TO HDFC’s LIFE INSURANCE OFFERINGS

Content Marketing – Single Article Promotions

• 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”

Content Marketing - Native Formats

Online EventsThe 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

Our top categorised segments

1. Business – 2.8 Mn UVs

2. Entertainment – 2.7 Mn UVs

3. Technology – 2.6 Mn UVs

4. Sports Segment – 1.7 Mn UVs

5. Auto Enthusiasts – 1.5 Mn UVs

0.10% 0.10%

0.20%

0.15%0.15%0.12%

0.30%

0.20%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

Campaign Results Post Audience Optimisation

Normal Post Optimisation

REMARKETING and CROSS-DEVICE IDENTIFICATION

Individual TARGETING and AD-SERVING based on

Geographies, Behavior, Engagement

TARGETED AUDIENZ –Unique offering. Works in sync

with Lotame with 1st & 3rd party data for over 40M users

BFSI Real Estate Auto Travel

Electronic Direct MailersWith a highly active audience, Electronic Direct Mailer (EDM) campaigns are

very successful for brands partnering with The Hindu.

Email Database of over 170K active users

High average open rates ranging from 14% for THE HINDU and

25% for SPORTSTARLIVE

Campaign IdeationAt 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

SamsungBackground: 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

VIVOBackground: 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

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

Key Highlights

THANK - YOU