Union I&B Ministry frames Policy guidelines for Online Central Government advertisements

May 27, 2016 14:09 IST

The Union Ministry of Information & Broadcasting (I&B) on 26 May 2016 framed guidelines and criteria for Empanelment of suitable agencies and Rate fixation for Central Government advertisements on websites.

The aim of the guidelines is to devise principles and instruments to streamline the release of Government advertisements on websites.

Highlights of the Policy guidelines
• Websites which are owned and operated by companies that are incorporated in India will be considered for empanelment by Directorate of Advertising & Visual Publicity (DAVP).
• However, websites owned by foreign companies/origin can still be empanelled if such companies have branch offices which are registered and operating in India for at least one year.
• The policy stipulates eligibility criteria for websites to get empanelled with DAVP which includes Unique Users (UU) per month data, which shall be verified by credible third party tool that monitors website traffic in India.
• The guidelines aim to ensure that the visibility of Government advertisements online is increased by strategically placing the ads on websites having higher Unique Users per month.
• The policy requires that the websites shall run the Government ads through a Third Party Ad Server (3-PAS) engaged by DAVP for providing all relevant reports linked with online billing.
• The Unique User Data of each empanelled websites will be reviewed in first week of April every year.
• The policy emphasizes that DAVP shall be the nodal agency for all Central Govt Ministries / Departments for advertising through DAVP empanelled internet websites.
• However, autonomous bodies/PSUs can directly release advertisements but at DAVP rates and to agencies empanelled with DAVP.

Categories of the Unique User per month data of the websites


Unique Users per month


5 million and above


2 million to 5 million


0.25 million to 2 million

Key features of the policy guidelines
• Standard Banners on Cost per Thousand Impressions (CPTI) basis and a 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.

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