focuses on native ads, updates consumer-experience tools

The new advertising format has begun generating traction among Rediff's clients in the consumer technology, FMCG, banking finance and insurance sectors in India

e4m by Ankur Singh
Updated: Sep 14, 2015 7:38 AM focuses on native ads, updates consumer-experience tools

Upping its ante in the e-commerce and digital content space, has made key announcements in terms of its approach towards advertising, consumer experience, and festive season plans over the past one month. India has now enabled advertisers to place native advertisements on its platform. Native advertisements are presented in the form of articles which blend in with other articles on the site, thus providing an integrated, non-intrusive user experience. The company recently completed beta testing of the format and has now launched the facility for all advertisers.

According to a company statement, the new advertising format has begun to generate traction among Rediff's clients in the consumer technology, FMCG, banking finance and insurance sectors in India. Rediff commands a leading position in the Indian Internet Market with a 20 per cent reach as measured by ComScore Media Metrix in a July 2015 report. Native advertisements are expected to help clients present their offerings in a format that is relevant to these users. The advertisements will appear on both the web as well as the mobile version of the site.

“Our business model is centered on our users, the vast majority of whom visit our website to consume content. We now have the ability to present these users with additional products and services via native advertisements in the form of articles. For our clients, this initiative aims to provide them with useful tools to improve the efficiency of their efforts,” said Ajit Balakrishnan, Chairman and CEO of India Ltd.

Real-time ‘Conversations’

The digital content and commerce services company has also recently introduced 'Conversations', a real-time messaging platform, making it easy and secure for users to converse on topics of common interest.

Users can create 'Conversations' on the fly and invite others to contribute. Participants can also share articles, links, images and documents. 'Conversations' thus becomes the knowledge repository for various topics. The service addresses the issue of users having to manage multiple communication threads on related topics. 'Conversations' makes it easier for new members to use the platform as multiple discussions are available for their reference in chronological order. The platform also includes a search function to help users refer back to an earlier conversation.

"'Conversations' is part of our continued efforts towards providing utility features on our internet platform that enable users to interact with each other and exchange ideas around content and products," said Balakrishnan.

Global festive push

As per the July 2015 ComScore Media Metrix Report, Rediff has a 20 per cent reach in the Indian Internet market and 11 per cent (approximately 2 million) of its monthly active user base, is based outside India. Users coming to to consume content and communication services are presented with products listed on its shopping marketplace. The launch of this new festive online store provides users in the United States, the U.K. and other countries with an opportunity to send gifts to family and friends in India for festive occasions. In turn, the service is also available for domestic users in India to send gifts to relatives and friends abroad in specific countries, including the United States, the UK, Australia and the United Arab Emirates.

With the onset of the holiday season in India beginning with Raksha Bandhan, the launching of this festive e-commerce site presents a unique opportunity for thousands of small merchants to market their merchandise to millions of Indians worldwide, said a company statement.

“Rediff continues to provide user-friendly e-commerce services to our customers in India and other parts of the world. Thanks to our innovative digital platform within our pre-existing shopping marketplace, small merchants gain greater exposure to a large consumer base in search of culturally relevant products this holiday season,” said Balakrishnan.

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