Top Story


Home >> Advertising >> Article

Flipkart follows Snapdeal, launches native advertising solution for brands

Font Size   16
Flipkart follows Snapdeal, launches native advertising solution for brands

Flipkart has launched, what it calls, a ‘brand story’ ad format. This will be a new native advertising solution for brands available on the company’s mobile application. By adopting this approach, Flipkart is promising advertisers more relevant and contextual ads to reach the right audience. Interestingly, Flipkart’s Entrepreneur in Residence, Ravi Garikipati, said that this transaction-based advertising would provide advertisers with a more robust platform than search or social advertising.

“Our way of looking at brand advertising is different. When we were researching our advertising strategy there were some key things that emerged in terms of the gaps that are seen in today’s method of advertising—reach, translating it into impact and transparency.  Increasingly, search and social advertising are being questioned, so commerce advertising will be the way forward,” says Garikipati.

He adds that the solution has been designed to enable brands to target consumers at any level of their product campaign while driving them down the funnel. “It is carousel-like in its design, which can then take the consumer to the branded page. It does not come in the way of the shopping experience,” he explains.

The company has also developed a retargeting solution to track consumers after they have left Flipkart. Digital advertisers are usually charged on the basis of CPM, CPC or CPL. A more premium rate is usually applicable if a brand takes transaction as a key metric for its campaign. Flipkart says that it will provide advertisers with complete visibility on transactions. However, Garikipati did not elaborate whether Flipkart would be charging brands only on basis of completed transactions. “Our value proposition is very different and the proof is in the pudding,” he said, while adding that at the onset, their rates would be “competitive”.

The new platform is currently getting ready for pilot tests with some of Flipkart’s existing first party brands (brands retailing on it) and will see a general launch in February 2016. The platform would be open for all brands, irrespective of whether they are retailing on Flipkart or not. When asked whether Myntra was also part of the offering, he said that “eventually” Flipkart’s fashion sibling would be included too.
Since buying ad network AdEquity around six months ago, Flipkart has been working on building up its advertising solutions. A similar approach is being taken by many other e-commerce companies, including the likes of Snapdeal, Amazon and Ali Baba. On one hand, this reduces their dependency on  Facebook and Google, while also providing the company with an alternate revenue stream. Some reports even suggest that Ali Baba earns around half of its entire revenue from advertising alone.


Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)