We make news reading more convenient: Tarun Arora, Inshorts
Tarun Arora, CMO of Inshorts, talks about how the market still lags behind when it comes to being new and original
Published - 25-March-2019
Inshorts is a news app that selects latest and best news from multiple national and international sources and summarises them to present in a short and crisp 60 words or less format, personalized in both, English or Hindi. All summarised stories contain only headlines and facts, no opinions, to help everyone stay informed of the current affairs. Whether it’s the latest government policies or shakeups in Bollywood, Inshorts covers and delivers them super fast.
In conversation with Tarun Arora, Chief Marketing Officer of Inshorts, who talks about how the market still lags behind when it comes to the quality of being new and original. “There are still traditional things prominently prevalent in the market. The people, therefore, are more open to experimenting when something new turns up, especially the brands who want to get associated with new properties and experiment with how it looks. In-shorts has a premium audience base. Brands can interact with the people while they’re reading news and the brands can help people with interesting & relevant information which in turn increases the brand affinity. Inshorts has received an overwhelming response from their clients. The advertisers are very fond of the product. With these innovative ideas, they want to experiment even more and they actually receive the performance they were expecting. Whenever Inshorts approaches a new client, they always get good feedback about the app and the ROI is never a challenge for the advertiser.”
Are the ad campaigns specially curated for the app or is it the same ad campaign that is produced on all other platforms?
The ad campaigns that we have curated, such as the 60-word format, is a very unique concept which is not seen on any other advertising platforms. We also various innovations such as:
• Premier ads: In-shorts uses native integration of branded content into the Newsfeed along with customized brand-centric image to attract users (option to integrate Video/image gallery)
• Notification: In this format, data-driven insights are used to engage users passive brand building along with the integration of branded content into the news feed and customized brand-centric image to attract users.
• Poll Story: This type of format, engages user while they are reading about the brand. Brands can get real-time user feedback on any product launch through pools and use the results to further amplify the brand.
• Vertical Video: A full-screen video ad in which we will be seeing ads in portrait mode instead of the traditional landscape one. This kind of format is used by very few app developers such as Facebook, Instagram, and Snapchat. Inshorts is the first news app to launch a vertical video ad format.
• Video + text (2:1) format: A format where we will be seeing 2/3rd of the screen as text/image and the rest will be a video.
Bumper Video: A six-second ad format which is gaining popularity amongst the advertisers and experiences better engagement with the app users instead of a long-form ad.
What is the creative way that Inshorts advertises to gauge their viewer’s attention?
Firstly, we have introduced the 60 words branded content on our platform which isn’t in a very long format. We strictly stick to the 60 words limit where we directly talk about the brands and what they’re doing. For E.g. Apple and Samsung. We started experimenting with different brands and we found out that a lot of people are interested in this particular type of content too, as compared to the political content. We provide the audience with all the necessary content about the product as the audience wants to experiment with it and share it with others. Since last year, we have come up with innovative ways for advertising, like the launching of the vertical video formats and we went ahead with the tech-guard innovation and we are also investing in technology. We have started making interactive fact cards. This ad format consists of a set of 10 interesting facts about a brand. These have a unique placement & frequency where the fact cards are displayed as the 2nd news/short and the user sees one fact in each session. The property is highly engaging and the cards get shared on social media very often.
What kind of demographic does it cater to?
Inshorts mostly caters to the premium audience of the country who are short on time such as the corporates as they want to stay updated on the go.
Which sorts of advertising and marketing platforms does Inshorts cater to?
We are quite popular with automobile brands, Netflix, Mercedes, Amazon Prime.
Latest innovations in advertisement technology
Since last year, the company is trying to go ahead with the HTML5 concept. There has been a lot of buzz around regarding the HTML5 advertisements, which only a few agencies in the market were trying to make or are making. The HTML5 basically will make you look more interactive with your ad formats as you are able to take advantage of the dynamism it shows. “But the challenge with HTML5 ads is whatever agencies were operating into it, they were third party agencies. Whenever they create any ad format, it’s either not working out with all the publishers because everyone has different technology and those third-party agencies don’t have their own reach. They can’t deliver those ad formats until it’s compatible with the publisher’s website. So, in that case, most of the publishers wouldn’t accept that ad format or the ads won’t deliver well because it becomes difficult to figure out a way in which the spot is compatible with different platforms. Then it loses all the creativity and magic of it. So, we started with it as we have our own audience and we are technologically very advanced being in the app platform. Also, we have a good team of creative designers and technology at the backend. We started creating our own HTML5 ads in which we do different kinds of creative concepts for the brand and run it on our app particularly. That is also gaining good reach.”