Airtel enters ad tech industry with Airtel ads; says users will receive relevant campaigns, not spam

Bharti Airtel recently marked its entry into advertising business with launch of 'Airtel Ads', a move it believes will enable brands to pitch consent-based and privacy-safe campaigns to over 320 mn customers across its various businesses like mobile, DTH and homes.

Airtel Ads -- that underlines the company's efforts to get a foothold in the booming Indian advertising industry -- leverages the company's data science capabilities, and would enable brands to create deep engagement and high-impact campaigns for most relevant customer cohorts. Airtel asserted that its customers would receive only the most-relevant brand offerings, and not unwanted spam.

"We are not in the quantity mode, we only want to bring it to customers who care. Therefore, volumes may be less but quality will be high," Adarsh Nair, chief product officer at Bharti Airtel said. While the company would look to make connections between customer preference and brand relevance, it would not "hit customers with ads that do not make sense" nor "profile" its user, Nair emphasised. To start with, the video and display placement will be through apps such as Wynk, Airtel Xstream, and Thanks app, going on to DTH TV ads.

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