Our goal is to ensure every brand extracts maximum value from PhonePe Ads: Shreesh Vurutha

PhonePe Ads has been connecting advertisers with a growing segment of Indian consumers who rely on digital payments for everything from daily essentials to high-value purchases. The platform has to continuously balance innovation and creativity while enduring user privacy and maximising campaign effectiveness. To do so effectively, PhonePe Ads has developed cutting-edge solutions that enable brands to share valuable insights about their user base with the platform without compromising user identity. For advertisers, it means the ability to remarket and drive true acquisition securely at scale. 

Delving further into the innovations, Shreesh Vurutha, Head of Product, PhonePe Ads says, “We employ sophisticated bidding strategies that optimise campaign performance for advertisers. These algorithms leverage real-time data and machine learning to deliver high-quality results and maximise return on ad spend.”

He further explains that PhonePe Ads is also consistently innovating and introducing new ad products to address diverse challenges faced by advertisers across verticals. 

For example, the platform’s Deals Product, which is designed specifically for the retail segment, helps drive fast sell-through of key SKUs by enabling brands to offer high-quality, targeted deals. The product helps brands in categories like electronics and fashion ensure better recall and efficient inventory movement. 

Another innovation is the Rewards Product. Brands across sectors can leverage this product to promote common offers aimed at driving user acquisition and sustained sell-through objectives. The flexibility makes it a go-to option for sectors like FMCG and personal care, he explains.

Further, he speaks about Post-Transaction Animations: “This unique product is designed to enhance brand recall and create positive reinforcement immediately after a user has initiated payment and awaiting confirmation. These animations subtly amplify brand presence by integrating into the user journey at a key touchpoint.”

Measurability is at the core of all these product innovations. It’s a key ask by brands, right next to custom offerings. “We work closely with advertisers to make technical adaptations and customisations that align with the nuances of their industry. Whether it’s optimising campaigns for SKU-specific deals or refining post-transaction touchpoints for user engagement, our goal is to ensure every brand extracts maximum value from the platform,” says Vurutha. 

PhonePe Ads offers a unique solution - it integrates advertising with payments and transaction data. Building awareness around it required consistent communication with advertisers. “While PhonePe is a household name for consumers, we had to shift perceptions among advertisers to see us as a results-driven advertising platform rather than just a payments app. Bridging this knowledge gap was key to driving adoption,” Vurutha explains. 

The efforts have paid off over the years. 

Vurutha shares, “Over the years, PhonePe Ads has consistently delivered exceptional results for advertisers, whether it's new user acquisition, reactivation, or driving end-funnel conversions. Campaigns across verticals like electronics, beauty, and FMCG have achieved ROIs as high as 15x, cementing the platform’s reputation as a performance powerhouse.”

He adds, “Trust is at the core of our partnerships. With an impressive 80% retention rate of brands over six months, PhonePe Ads has become the go-to partner for advertisers seeking consistent results and tailored solutions. This loyalty stems from our ability to deliver measurable outcomes and maintain high-quality interactions with our partners.”

Going forward, PhonePe Ads aims to serve its entire ecosystem of merchants and customers, helping brands reach towns with little to no traditional advertising exposure. “Our Deals Product has allowed brands to reach this audience with custom high-quality offers and it has allowed our consumers to discover brands and offers which would be hard to find anywhere else thus finding a unique win-win for both sets of stakeholders for our product,” Vurutha concludes.