Making deeper inroads into branding technology, telecom giant Bharti Airtel has announced its foray into Ad Tech by launching Airtel Ads. The new advertising technology platform launched by the telecom major will provide brand engagement solutions to top brands in the country.
The Airtel Ads will provide solutions to brands of all sizes to curate consent-based and privacy safe campaigns to one of the biggest pool of quality customers in India.
At present Airtel has over 320 million customers across its businesses – Mobile, DTH and Homes. Airtel's Mobile customers have the highest average monthly data consumption at 16.8 GB and the highest monthly ARPU of Rs 166.
With Airtel's deep data science capabilities in place, Airtel Ads will offer brands high engagement and high impact campaigns. Further, this will also help Airtel customers get the most relevant brand offerings.
According to Adarsh Nair, Chief Product Officer, Bharti Airtel, the launch of Airtel Ads will break new ground in the $10 bn Indian advertising industry. “By abstracting Airtel's unique strengths of quality customers, best-in-class network and world-class digital platforms, Airtel Ads offers innovative channels for brands to reach the right audiences. What truly differentiates Airtel Ads is its razor-sharp focus on quality over quantity and real impact vs vanity metrics,” Nair said.
Nair further claims that Airtel Ads will deliver superior returns on brand spends and will focus on relationships with customers rather than just delivering online impressions. The technology deployment with ad-tracking standards and norms will bring complete transparency with advertisers and ensure ZERO Ad Frauds.
“Advertising is an adjacency to our core business of delighting our customers with great services. Therefore, we combine the privacy that is paramount to our customers with the trust and transparency that is vital to the brands we serve,” Nair said.
Earlier during the beta phase run-up, Airtel Ads delivered successful campaigns for over 100 brands across multiple categories – FMCG, BFSI, Digital Startups, et al. Early advertisers include PepsiCo, Zomato, CRED, Tata AIG, Lenskart, Apollo 247, Cars24, Gameskraft, Vahan, Harley Davidson.
The Indian advertising industry is expected to grow to $19 billion by 2025 from the current $10 billion. Airtel Ads is well-positioned to capture a meaningful share of the growing pie with its sharp focus on quality.