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The stressed telecom Vodafone Idea has rolled out its own ad tech platform called Vi Ads.
India's third-largest telecom's ad tech platform will be driven by Artificial Intelligence and Machine Learning and will give the marketers a platform to engage with the operator's customers.
The operator has over 243 million subscribers and the Vi Ads platform will help the marketers engage with the customers through various platforms like Vi App, Vi Movies, and TV App, and traditional channels like SMS, and IVR calls.
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The company issued a statement in which it stated that a key differentiator for Vi Ads would be that it would be media agnostic and empower marketers to engage with Vi users on external media channels and publisher partners of Vi Ads.
Moreover, the platform will offer a self-serve interface that will allow the marketers to have full control of their campaigns from set up, and tracking to gathering data insights. Vi Ads will cater to advertisers looking to generate leads, drive traffic, or drive sales. The platform offers marketers a combination of advanced features which are easy to execute and will attract large agencies and SMEs in the country.
However, the third-largest telecom in the country is late to the game. Airtel and Jio have already launched their ad tech platforms called Airtel Ads and Jio Ads respectively. These firms are trying to take part in the large growing Indian digital advertising market.
Alphabet and Meta currently have the majority of the share followed by e-commerce giants like Flipkart and Amazon. These companies have a head start as opposed to the telecoms, but the telecoms also have a competitive advantage. According to experts, telecoms have access to authentic first-party data which is crucial for marketers.
“This is a simple, easy to use, and highly efficient solution for marketers to effectively reach out to the right target group with the most relevant messaging at any given point of time, while also providing a monetization opportunity to Vi as we aggressively build and scale our digital assets,” said Avneesh Khosla, CMO of Vodafone Idea.
The stock of Vodafone-Idea has been consistently declining since the beginning of the year with brief upward movements. Today the stock closed at Rs 9.20, down 3.66%, marking a loss of 40.84% for its investors.
Article by Aman Agarwal.
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