Snapdeal launches own ads platform for sellers
Snapdeal has launched Snapdeal Ads, a platform that offers targeted advertising tools for sellers. Sellers can buy product ads on the platform, which are then displayed on Snapdeal as Sponsored Ads. The ads will be displayed on the web, mobile web and apps, higher than other similar products.
Note that in September, Snapdeal had acquired US-based programmatic display advertising platform startup Reduce Data for an undisclosed amount. At the time the company said it would use the acquisition to provide a ‘discovery platform’, basically an advertising platform, for its sellers.
Implementation: The advertising feature is accessible through the Snapdeal’s seller platform, which other than selling ads, will provide campaign analytics, features to build targeted ad campaigns, ad impact measurements and return on investment charts on a real-time basis. Targeted ads can be based on location, buying history and user intent among other criteria.
Snapdeal mentions that sellers will require a minimum of Rs 1000 to start posting ads, which will be charged on a per click basis. The payments can currently be made through COD balance, with credit card payments coming soon. Note that the ad panel is currently not available to all sellers, and a phased roll out is planned starting next week.
Snapdeal has been increasingly working on improving its seller side of things. Earlier this month, it launched a Professional Service Panel for its sellers allowing them to outsource support for various services like tax registration, cataloguing, business consulting etc. In September, it had invested $100 million in Shopo, a zero commission mobile marketplace targeting small and medium businesses. Shopo was launched by Snapdeal in July and allows sellers to chat with their prospective customers and sell them products.
Competition: In March last year, Flipkart launched an advertising program that sellers could use to promote products on the ecommerce website. eBay also lets sellers posts ads on homepage and on category pages based on keywords at a CPM of Rs 100-150. Competitor Amazon offers multiple ad formats for advertisers in the US, including display ads next to product description and also allows marketers to offer promotions to people from a specific area for a campaign being run on Amazon.
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