Flipkart launches ad platform

By afaqs! news bureau , afaqs!, New Delhi | In Digital | December 02, 2015
Flipkart has announced the launch of Brand Story Ad Format, which unlike Snapdeal Ads, will be available not just to sellers on the platform, but also to other brands for lead generation.

The evolution of advertising has had an interesting journey from TV and print ads to digital. Even within the sphere of digital ads there has been a transformation from desktop to mobile. Google, Facebook and Twitter have given rise to contextual and social advertising.

With e-commerce portals emerging as the most visited sites according to the online marketplace Flipkart, the next wave will be that of commerce advertising. To capture its burgeoning customer base, the company has announced the launch of 'Brand Story Ad Format', a mobile ad platform that connects advertisers with the right audience at the right time, with a blend of brand and performance solutions. The service will be available not just to sellers on Flipkart, but also to other brands for lead generation.


The recent developments that justify the evolution of commerce marketing as the next frontier include verticalisation of search (there is an app for everything today, and horizontal search players are seeing lesser queries on mobile), 60 per cent time being spent on mobile (52 per cent on app, and 8 per cent on mobile browser), 40 per cent on web, and 20 per cent more cart ads/visits in a brand curated experience.

Instead of simple banners, brands can use the Brand Story Ad Format to weave rich stories in order to communicate their offerings to consumers in a simple and interactive way using content, images, and product listings.

On November 30, Flipkart's competitor Snapdeal also announced the launch of Snapdeal Ads, a platform to help sellers drive discovery of their products and increase revenue through targeted advertising tools. Developed in-house, the advertising platform allows the seller community to reach customers through product advertisements, enabling faster discovery across web, mobile web and apps.

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