Ecommerce marketplace, Flipkart is giving its online sellers a greater opportunity to catch the attention of buyers. The company is planning to use the native ad technique to cash in on the traffic it gets on its website and the app. The leading ecommerce company will enable brands to leverage data from Flipkart to create sales leads and surveys.
Native ads are subtle advertisements that are wrapped in the foil of an advertorial or an authoritarian endorsement.
Native ad format will aid in 360 degree understanding on buyer behaviour
The new ad format will allow brands that do not sell on Flipkart to display their ads as well.
Ravi Garikripati, freshly recruited entrepreneur-in-residence at Flipkart says that Flipkart is very clear that it is transaction oriented. He says, “Our brands will also get a holistic view on their return on investments on the marketing spends (and) about a user’s awareness of the product, intent to buy, to the final purchase.”
Garikripti says that Flipkart is planning to create a publisher network with its existing user profiles.
“Currently we are building our own as well as integrating with public exchanges including Adnexus, Google Ad Exchange to map the Flipkart audience to the audience that we have on these networks, to essentially retarget them.” He said.
Greater visibility through native ads
Sponsored ads will help sellers and brands get a bigger platform. It might just work out to be more cost efficient than placing a random ad. It is also easier to track and measure the impact of the ad this way.
Who else thinks native ads are the way to go?
Flipkart is not alone in its new technique. Snapdeal recently took the native ad route too. The company is of the opinion that these strategically placed ads will help sellers boost their sales. The company’s ‘Snapdeal Ads’ will help its sellers stand out and reach out to buyers.
Will sellers be able to get greater visibility and translate that to sales? Experts have said that native ads are certainly the way to go.