Snapdeal has unveiled Snapdeal Ads, a platform to help sellers drive discovery of their products and increase revenue through targeted advertising tools.
The move envisions a key revenue stream for the company, which will reduce its dependence on Google and Facebook. Also, with this, Snapdeal aims to take on ecommerce rival Flipkart, which acquired ad network company Adiquity Technologies, few months back.
Anand Chandrasekaran, Chief Product Officer at Snapdeal said, “Snapdeal Ads will strengthen discovery tools on the marketplace, providing multiple touch points for customer-seller engagement. The advertising tools will help our over two lakh strong seller community simplify their business journey and boost overall revenues as more users discover their products.”
Snapdeal Ads is an in-house advertising platform that has a self-service panel integrated into the seller platform. On this platform, sellers themselves can purchase ads and begin promotions even if they do not have any prior campaign management experience. The platform provides features like targeted campaigns, impact measurement and return-on-investment on real-time basis. Snapdeal Ads deploy traditional advertising formats for product ads that can be showcased across various Snapdeal properties and channels, including website, mobile site and apps.
Vishal Chadha, Snapdeal’s Senior Vice President, Market Development, said that Snapdeal has accommodated more than one million sellers in three years. However, lack of marketing expertise and investments for elaborate promotions have served as drawbacks for sellers to scale business. With the Snapdeal Ads platform integrated into the seller tools, sellers will be able to address these issues through a simplified advertisement panel.
Archiving Snapdeal’s history on the advertisement, the company started posting ads on its platform in May 2014. It acquired the US-based advertising platform, Reduce Data, that helps advertisers deliver advertising strategies for consumers across devices, in September 2015. With this acquisition, the company aimed to push itself into strengthening its advertising business.
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