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Flipkart unveils native advertising for better customer engagement

  • Flipkart has
    introduced native advertising for companies to engage better with customers on
    its mobile platform, including for brands that do not sell through it, as India’s

    • Flipkart has
      introduced native advertising for companies to engage better with customers on
      its mobile platform, including for brands that do not sell through it, as India’s
      largest online marketplace seeks to monetise its sizable user traffic, the
      Economic Times reported.  
    •  
    • Through Flipkart’s
      new ‘brand story ad format’, companies will be able to target specific
      customers browsing through products related to their own on the online
      marketplace.
    •  
    • Companies will also
      be able to use data from Flipkart for generating sales leads or run pre-product
      launch surveys.
    •  
    • Flipkart started
      offering online advertising and brand consulting for its merchants early this
      year, diversifying into fee-based businesses to carve out new high-margin
      revenue streams and accelerate profitability.
    •  
    • The e-commerce major claims
      to have more than 5,000 brands listed on it platform and 50,000 sellers, which
      it wants to double. “Over time, we want to be able to create our own publisher
      network since we have strong user profiles,” said Ravi Garikipati, whom
      Flipkart hired in June as entrepreneur-in-residence to grow the online
      advertising business it launched this year.
    •  
    • “Currently we
      are building our own as well as integrating with public exchanges including
      Adnexus, Google Ad Exchange to map the Flipkart audience to the audience that
      we have on these networks, to essentially retarget them,” Garikipati told
      ET.
    •  
    • Garikipati said that
      about one-fifth of the customers visiting Flipkart’s mobile app make a
      purchase.

     

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