competitive landscape -...
TRANSCRIPT
![Page 1: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/1.jpg)
![Page 2: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/2.jpg)
Competitive landscape: Flipkart v/s print media
Comparison of daily readership of leading newspapers with daily visits on Flipkart (in mn)
![Page 3: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/3.jpg)
End to end platform
AWARENESS
ENGAGEMENT
CONSIDERATION
PURCHASE
Awareness Uplift• Impressions, Views
Engagement Uplift• Action Rate, Engagement Rate
Consideration Uplift• Add to Cart, Add to Wishlist, Product Page Views
Purchase Uplift
![Page 4: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/4.jpg)
Power of transacting consumers
100 MN Registered users
10 MN Daily visitors
7.2 MN Daily unique visitors
1 IN 5 visitors make a purchase
>1.6 MILLION HRS
of engagement
65%consumers’ income
exceeds 3l p.a.
between 18-35 years of age
80%80% 49%
graduates orpost-graduates
mid to senior Levelprofessionals
68%
Top 8 metroscontribute to
Of Flipkart’s visitors
![Page 5: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/5.jpg)
Gender mix and age mix
![Page 6: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/6.jpg)
Customer distribution by top cities
48%customers in Flipkart
are from top 8 cities
60%customers place multiple orders
at Flipkart
![Page 7: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/7.jpg)
Customer mix - sales channel & geo
Non-metro cities have a share of 58%
• While 17% of the customers have transacted
through more than one sales channel, (0.8%)
have used all the three channels
• App only customers are 75% more than web
only customers
![Page 8: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/8.jpg)
- Premium ads
- Brand story showreel
- Brand story cards
![Page 9: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/9.jpg)
• First page first look
• High visibility of daily visitors
• Top of mind recall
• On iOS and Android
Premium ads
![Page 10: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/10.jpg)
I n s t a n t r e a c h t o a l a r g e p o o l o f d a i l y v i s i t o r s
w h o v i s i t t h e F l i p k a r t h o m e p a g e e v e r y d a y
B e n e f i t s :
• H i g h v i s i b i l i t y f o r B r a n d s
• B u i l d s B r a n d r e c o g n i t i o n
• H i g h R e a c h
![Page 11: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/11.jpg)
• Canvas engaging story in one go
• Dedicated landing page
• Non-intrusive ad formats
• Sharp targeting with profiled audience
• On iOS and Android
Brand story Showreel
![Page 12: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/12.jpg)
E n g a g e w i t h u s e r s d u r i n g t h e i r d e c i s i o n m a k i n g
j o u r n e y . B r a n d s h a v e a l a r g e r c a n v a s t h a t t h e y
c a n u s e t o w e a v e a s t o r y a b o u t t h e i r p r o d u c t s &
e n g a g e t h e a u d i e n c e
B e n e f i t s :
• B r a n d s c a n c r e a t e a s t o r y o n t h e F l i p k a r t a p p
u s i n g c o n t e n t , i m a g e s a n d p r o d u c t l i s t i n g s
• W e o n l y c h a r g e o n v i e w , s o B r a n d s d o n ’ t h a v e
t o w o r r y a b o u t w h e n , o n l y a b o u t w h a t
BRAND STORIES
![Page 13: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/13.jpg)
• Comes with 6 scrollable cards, lets
each brand talk on the 2nd fold of the
site.
• Each card features the ad of one
brand.
• On iOS and Android
Brand story cards
![Page 14: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/14.jpg)
- Consumer targeting
- Multiple formats
- Targeting
![Page 15: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/15.jpg)
• The right message to the
right user at the right time
• High action and engagement
rates
CONSUMER
TARGETING
• Interactive ad formats
• In the form of showreels,
banners, infeed cards,
etc.
MULTIPLE
FORMATS
![Page 16: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/16.jpg)
PRODUCT LAUNCH & SUSTENANCE
Premium Ads format and
Brand Stories
BUILDING BRAND
Premium Ad format
and Brand Stories
INCREASECONSIDERATION
Brand Stories + Premium Ads
INCREASECONVERSIONS
Brand Stories + Premium Ads
Product recommendations
![Page 17: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/17.jpg)
![Page 18: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/18.jpg)
Demographic Targeting Psychographic Targeting
Dividing audience groups based ondemographic features like gender,age, location, income levels, etc.
Dividing audience based on their interestslike hobbies and behavioural preferences, etc.
So, what is the current Industry like?
![Page 19: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/19.jpg)
Don’t miss out on any one In the targeting game
How does one go beyond the ‘One-size-fits-all’ concept?
Advertisers aren’t very sure when it comes to targeting relevant audiences.
Around 50% of the digital advertising budget is wasted due to incorrect targeting of advertisements.
![Page 20: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/20.jpg)
COMMERCE TARGETING AND FLIPKART
Target the right audience at the right time
Commerce targeting and Flipkart
![Page 21: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/21.jpg)
Gender
Location (City and State granularity)
Age (5 ranges)
Telecom Carrier Device Maker
Network Type Device Type
Brand Affinity - User’s preferred brands
Price Affinity - User’s preferred spendingpower in specific categories and stores
Payment Mode - User’s preferredpayment mode
Payment partner - Bank - SBI, HDFC etc
Behavioural Segments
Demographic FeaturesCommerce Segments
Advanced Targeting Options
How Flipkart segments its audience
Recent Browse Behaviour - Categories and stores browsed within Flipkart
Recent Purchase Behaviour - Categories and stores purchased from within Flipkart
![Page 22: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/22.jpg)
The campaign for Kotak was created by targeting only 8 cities. After a few days, we extended targeting to only Males and excluded Bronze customers* as they have a lower engagement rate.
The different categories of consumers for targeting
Gold:Relatively lower average order value,lower frequency of purchase
Platinum:Very high average,high frequency of purchase
Silver:Relatively lower average order value,lower frequency of purchase
Bronze:Relatively lower average order value,lower frequency of purchase
The Kotak success story
2168Leads
5.40%
Engagementrate
0.60%
Action rate
12.48
Lakhs budget
576 RsCPL(Cost per lead)
![Page 23: Competitive landscape - Flipkartsac.flipkart.net/wp-content/uploads/2016/12/Flipkart-Ads-Version-2.0... · 7.2 MN Daily unique visitors 1 IN 5 visitors make a purchase >1.6 MILLION](https://reader036.vdocuments.net/reader036/viewer/2022070916/5fb68ed454bfe31fc266564e/html5/thumbnails/23.jpg)