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Truecaller looks to take on mobile with ad platform

04-October-2016
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Truecaller looks to take on mobile with ad platform

Following an increase in popularity globally, Truecaller is now entering the targeted advertising segment with its recently launched advertising platform. With this platform, Truecaller is looking to leverage its unique positioning as a mobile-only platform that utilizes the dialer function of the mobile phone.

Kari Krishnamurthy, VP (Growth and Partnerships), Asia & Country Manager, India at Truecaller, told us that the platform is capable of providing approximately 50 million impressions daily through its 130 million user base in India. Globally Truecaller has around 250 million users.

“For the brands we provide scale, reach and engagement, while for users it is about contextual content. For example, one of the formats we provide is based on call intent targeting, which are very rick and contextual ads depending on what calls have been made,” he told us.

So far, Truecaller has carried out campaigns for Airtel, Nestle, Tata Tiago, etc.

During the Nestle campaign, the platform offered, what Kari calls day part targeting. Basically, users were pushed communications regarding different Nestle products depending on the time of the day.

One of the more ambitious campaigns was carried out for Tata Tiago, where the platform was used to connect on a one-on-one basis with users. To do this, a profile of football superstar Lionel Messi, who is the ambassador for Tiago, was created on Truecaller for OBD (Outbound Dialing). Truecaller users would see Lionel Messi’s profile along with a message recorded by him. Kari says more than 9.8 million users received such a call.

The platform is still nascent though the increasing need for less intrusive and more relevant ad formats might work in its favour. Kari certainly seems to think so. “India, at one point of time, was a very CPI (cost per install) based market but this is no longer so. We might be the best alternative to someone who does not want to advertise on TV. The mobile will also be an alternate to mediums like OOH. The phone’s dialer is the next big thing on the mobile, since it is not a need-based app, and we are already present there,” he opined.

Truecaller is currently working with agencies like GroupM, SapientNitro, OMD, etc.

However, Truecaller would not reveal any revenue estimates or targets saying that it was still too early to speak about revenues. According to estimates, the mobile advertising market is expected to grow at 78 per cent in 2016 with search, display, video and native formats driving ad spends. With most ad inventory designed either around the browser or installed applications, it will be interesting to see how Truecaller’s ad platform holds its own.

Meanwhile, last month, Mobikwik also tied up with Truecaller in a bid to increase its user base. Mobikwik COO, Mrinal Sinha, told media that the partnership is contributing to 30 per cent daily app installs.

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