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Flipkart bets on its commerce ad platform, goes live with 50 brands

MUMBAI: Flipkart has gone live with its Brand Story Ads on the mobile app, with over 50 leading brands on board. Brands including Yes Bank, L’Oréal, Micromax, Intel, Gillette, Datsun and Sony have already signed up on the platform to launch their ad campaigns.

Brand Story Ads is a native, interactive story format with content images and product guides that enables brands to tell their stories in a crisp and impactful manner. In the initial phase, the campaigns will focus on awareness creation with brand story and category pages. This will be extended to product listings, checkouts and other areas.

Along with the brands that retail on Flipkart (first party brands), this service will also be available to other non-retailing brands (third party brands) in sectors like real estate, FMCG, BFSI, auto, and telecom etc.

With the launch of Brand Story Ads, Flipkart has introduced a new form of advertising called Commerce Advertising. This delivers a holistic view of consumer’s purchase journey post ad interactions and highlight effectiveness of the advertising campaigns. Flipkart being the pioneer in this form promises a universal solution to brands that is based on superior data and buying intent of 50 million+ consumers.

Flipkart senior VP Ravi Garikipati said, “With Brand Story Ads- we are offering a platform where the brands can target and engage with largest qualified commerce audience in the country at the right time for the right intent. Thus, the propensity to click on the advertisement is only higher and stronger. The magnitude of consumer traffic and intelligent data insights on online shopping behavior gives Flipkart the edge to provide larger reach, impact and measurability.”

Mobile advertising in India is fast gaining momentum through increasing popularity of various apps and mobile sites. “Flipkart is the undisputed leader in m-commerce in India with over 60% market share and the first Indian app to cross the 50 million installs on Play Store. With the launch of Brand Ads on the app, Flipkart will contribute significantly to the mobile advertising growth in India,” Flipkart said.

The mobile advertising spends are expected to account for 15-20% of the overall media expenditure by 2020, according to a report by Deloitte. India is one of the leading markets worldwide in which ad spend will grow at a double-digit rate annually.

Flipkart ventured into the online advertising space last year with the introduction of Product Listing Ads (PLAs) to enable sellers on the platform gain more visibility and reach a larger customer base. Now with further enhancement to its advertising portfolio, Flipkart is looking to help brands engage with customers in a much meaningful and efficient way.