Flipkart’s force is strong with this one

From PLAs to Brand Story, Flipkart has proved how acquiring and storing consumer data can prove to be an asset with indefinite capabilities

What would you do if you had huge chunks of consumer data, something close to 50 million registered users, 85 thousand registered sellers and concrete analytics that suggest that 3/4th of acquisition is through mobile devices? Well, you could either just keep it in the server or be smart like Flipkart and leverage it for a revenue model.

It’s not even been a year since ecommerce giant Flipkart introduced Product Listing Ads (PLAs) for its sellers to gain more impressions among consumers and here it is, up with yet another brilliant idea, an independent ad platform that will change the way sellers want to increase their leads.

Flipkart has recently gone live with its platform dubbed Brand Story, which will pop ads on the Flipkart mobile application. As discussed in the previous column, the ecommerce player has already on-board over 50 brands on its new ad platform. Flipkart Co-founder Binny Bansal aims at making Brand Story, one of the most sought after advertising platforms in India. A look at Flipkart’s recent monthly ad sales revenue reveals a whopping figure of one million dollars and with the new ad platform already in place, the force is strong on Flipkart’s side.

So what is Brand Story? As the title suggests, the platform provides an intrinsic format with multimedia content, including manuals, to facilitate a brand communication in a much dynamic and effective way. In the kick-off stage, the ad campaigns will pay more attention in creating awareness and will slowly expand to pages like checkout and product listings.

What’s great about Brand Story is that everything on the platform is measurable; in simple words, you can keep a track of your campaign’s effectiveness and check if you have achieved your goals. With backing of over 50 million consumers’ data, Brand Story has what it takes to give you the liberty to indulge in a dialogue with the consumer you want to, at the right time, place and intent. Flipkart has got the edge over other platforms through its strong data backup which will also facilitate better conversions for sellers on board.

Besides, the acquisition of AdIquity, who has been renowned in mobile innovations and digital ad spaces, for Flipkart’s external marketing, adds to the success equation of Brand Story. Although Flipkart has invented a whole new and unique platform for mobile advertising, we think that there is a chance of competition with Miip, an intelligent platform by InMobi that aims at transforming the mobile advertising space.