Times Internet's smart marketing platform, Colombia, has launched 'Custom Profiles', a new product that allows marketers to re-engage their own audiences and match with over 125 million customers on the Colombia Audience Network (CAN) - India's largest and most premium content network. Custom Profiles can be leveraged across leading Indian media properties in news, lifestyle, business, sports, music, video, and more.
Speaking about the development, Gulshan Verma, chief revenue officer, Times Internet, says in a company statement, "We have piloted Custom Profiles, and early results from our clients have been promising. Some clients have been able to re-engage 30 per cent of their customers on our network, while seeing an increase in transactions of up to 300 per cent. Custom Profiles is helping marketers drive better results in a brand safe trusted environment."
Custom Profiles allow marketers to re-engage their users via content, native and video advertising. Whether it is an FMCG brand wanting recall from prior customers, or a travel app that wants existing dormant users to try a new feature, Custom Profiles helps marketers communicate effectively and efficiently. CAN's exclusive reach across the largest digital media destinations in India, powered by Colombia's rich data, best-in-class ad technology, superior optimisation and intelligence on campaigns ensures marketers can drive high ROI and impact.
"We built Custom Profiles for high optimisation and real ROI on spending. Marketers can target audiences with relevant content on leading Indian media destinations, by leveraging our rich proprietary interest graph as well as their own data sets for optimal targeting," says Swapnil Shrivastav, chief technical officer, Colombia, Times Internet.
CAN is the exclusive vehicle for targeted advertising across leading destinations such as The Times of India, The Economic Times, Cricbuzz, Gaana, Indiatimes and more. Using CAN, advertisers can reach over 250 million users every month, while leveraging the Colombia ad-tech stack for precise measurement, targeting, and optimization, to deliver the highest ROI.