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It’s Flipkart's Time to Earn Money with a New Ad Platform

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Before I share the BIG news, let’s talk about the growing online advertising business in the eCommerce industry.

Online advertising has grown exponentially throughout the world and in India, it’s going crazy. Indian shoppers are going to reach 40 million in 2016 and this will generate enormous opportunity for online advertising in India. Indian eCommerce majors are expected to play a major role in shaping up this massive boom.

After shopping giant Flipkart acquired mobile ad company AdIQuity, rumors were flying around of a gala launch of advertising portal by Flipkart. But the mystery unfolded yesterday and a brand new dashing Advertising Platform made its debut.

INKONIQ has teamed up with Flipkart to help them build the face of native advertising platform for companies to engage better with customers on its mobile platform.

We have been a long time partner of Flipkart and in the past, we’ve also created a self-serve portal, Seller Hub for them. Revamped seller portal has helped Flipkart engage with sellers in a much better way and resulted in a 200% footfall increase.

After the success of the Seller Hub, Flipkart wanted to continue the partnership with INKONIQ to build an online advertising platform that can help merchants in engaging with customers more efficiently and boost their profits.

Flipkart is planning to monetize sizable user traffic and therefore included even brands that do not sell through it. The highlight of this ad platform is the innovative ‘brand story ad format’ to target customers browsing through related products on the online marketplace. Companies will also be able to use data from Flipkart for generating sales leads and run pre-product launch surveys.

Ravi Garikipati, entrepreneur-in-residence has shared his insights on it.

Unlike a Google, which is search and display-focused, or Facebook, which is more social, we are very transaction-focused with a strong purchase intent… 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

Here comes the new big daddy of online advertising

Flipkart revenue skyrocketed to 2,937.7 Crore INR in 2013–14 by selling goods worth about $1 billion. One out of every 5 customers visiting Flipkart mobile app makes a purchase and Flipkart is aiming to sell a total $10 billion worth of goods on its marketplace.

In the beginning they started offering online advertising and brand consulting for merchants to explore new revenue streams and increase profits. But from August, Flipkart discontinued commission and invited merchants to advertise on its platform for a fee. The company has then launched a product listing ads platform on its mobile app for sellers to be able to promote their products. The product listing ads platform for sellers has more than 5000 brands and 50,000 sellers in its kitty currently.

Currently Flipkart has collaborated with public exchanges including Ad Exchange to target their website users, but they are planning to create their own publisher network in future.

The ads business is a big part of gross profitability drive for us and a significant growth enabler for our profitability,”added Garikipati.

We couldn’t be prouder that INKONIQ is the creative partner of Flipkart, the big daddy of Indian eCommerce industry. We have no doubt their advertising portal will continue to find success in the months and years to come.