Guest Column: Increasing relevance of commerce advertising as ad blockers usage grows: Prakash Sikaria, Flipkart Ads Group
A series of ads that follow us like ghosts, apparently based on our searches, has haunted most of us and soured several people’s online experiences. They are intrusive, irrelevant and in-your-face. In such a scenario, ad blockers brought a sigh of relief for online consumers. However, for marketers and publishers it has become a worrisome woe. After all, a major chunk of revenues sites earn comes by running ads, writes Prakash Sikaria, Business Head, Flipkart Ads Group
As ad blockers create much buzz around the world, India has also jumped onto the ad blocking bandwagon. Today, online consumers in India are very much aware of ad blockers, and use them to have a seamless online experience by avoiding ads altogether.
A series of ads that follow us like ghosts, apparently based on our searches, has haunted most of us and soured several people’s online experiences. They are intrusive, irrelevant and in-your-face. In such a scenario, ad blockers brought a sigh of relief for online consumers. However, for marketers and publishers it has become a worrisome woe. After all, a major chunk of revenues sites earn comes by running ads.
In India, nearly 122 million people take aid of some ad blocking software to surf the internet without having to view any ads. In fact, India is expected to be one of the fastest growing markets for mobile phone ad blockers. Given the statistics, it has become essential for marketers to find a middle ground with the online consumers.
Truth be told, it is not that consumers cannot stand the idea of any ad meddling with their online experience. It is the irrelevant ads that unnerve them. “Why am I watching something I don’t even need to buy? This product/service that means absolutely nothing to me is taking so much of screen space, time and data bandwidth!” – are generally the thoughts of an exasperated online consumer who just watched a barrage of ads that contribute nothing to his life.
Luckily, for marketers, there are other channels and means to connect with the online consumers in a more contextual manner. One of which is called commerce advertising. Since commerce advertising is native in nature, the ads shown are not sourced from third party affiliates and hence do not get blocked. Also, this way, the marketers are not wasting their money displaying ads to consumers who are not their target audience.
What sets commerce advertising apart is the fact that it is weaved into consumers’ purchase experience. This results in complementing rather than disrupting the content consumer is already engaged with. With the increasing number of consumers saying “No, thank you” to online advertising, commerce advertising actually enables marketers to get ROI (Return on Investment) on their marketing initiatives.
Additionally, commerce advertising offers an all-inclusive assessment of consumer’s purchase journey after ad interactions, while highlighting the advertising campaigns’ efficacy. It is a solution that works for both marketers and consumers as it is based on intelligent data insights and genuine purchase intent of the consumers. Therefore, for the marketers it results into ROI, and for consumers it means seeing valuable and relevant ads, on which they can actually make a purchase decision.
Commerce advertising allows marketers to target and engage with qualified commerce audience at the right time for the right intent. This leads to stronger possibility of the ads being clicked, while giving better impact to the marketers. Also, rather than tying up with any and every website, marketers stand to gain much more by advertising on commerce platforms. This is because consumers accessing commerce platforms have a more definite intent to purchase than those who are not on commerce platforms.
Add to this the advantage commerce platforms have over publishing websites. Unlike other publishing websites, commerce platforms benefit from having all the important information about consumers’ demographics, preferences and past purchase history. This information translates into more targeted and relevant advertising! To top this is the scale commerce platforms brings to marketers. There are millions of consumers spending time on e-commerce platforms and this is only growing year on year. The number of online shoppers is expected to grow to 175 Mn by 2020.
As marketers progress into the dynamic online advertising arena, commerce advertising will play a big role in overcoming severe challenges like ad blockers. It is also good news for consumers as they will see ads that bring them value and help them make better purchase decisions. At the end of the day, it is amalgamation of the convenience of shopping and speed, while being offered a highly personalized experience through targeted and relevant ads that counts for the consumer. It is time for marketers to understand that efforts towards commerce advertising are sure to provide them a great blueprint for the way forward in online advertising.
(The author is Business Head, Flipkart Ads Group)
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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