Information & Broadcasting Ministry decided to frame Policy guidelines and criteria for Central Government advertisements on websites
Empanelment of suitable agencies
- Websites are owned and operated by companies that are incorporated in India
- Empanelment by Directorate of Advertising and Visual Publicity
- Websites are owned by foreign companies be empanelled if such companies have branch office are registered and operating in India for minimum one year
Rate Fixation for advertisements
Websites are empanelled with DAVP having Unique Users per month data
Aim: To ensure that the visibility of Government advertisements online increased by strategically placing the advertisements on websites having higher Unique Users per month.
- Websites run the Government advertisements through a Third Party Ad Server (3-PAS)
- The Unique User Data of each empanelled websites will be reviewed in first week of April every year.
Unique User per month data of the websites into three categories
| Category | Unique Users per month |
|---|---|
| A | 5 million and above |
| B | 2 million to 5 million |
| C | 0.25 million to 2 million |
Key features of the Policy and Guidelines
- Standard Banners on Cost per Thousand Impressions (CPTI) basis
- Minimum Click-Through Rate (CTR) of 0.30
- Video ads per five second videos
- Fixed Banner on home page with minimum display size of 300 X 250 pixels in a time frame on six-hour slots
- 6 am-12 noon, 12 noon to 6 pm, 6 pm to 12 midnight and 12 midnight to 6 am
- Fixed Video ads for 24 hour time slots on home page
Role of DAVP:
- Nodal Agency for all Central Government Ministries for advertising through empanelled internet websites
- Autonomous Bodies and Public Sector Undertakings directly release advertisement under the prescribed DAVP rate and empanelled agencies
About Information and Broadcasting Ministry:
Apex body for formulation and administration of the rules and regulations and laws relating to information, broadcasting, the press and films in India
♦ Headquarters: New Delhi
♦ Cabinet minister: Arun Jaitley
♦ Minister of state: Rajyavardhan Singh Rathore