Developed by Flipkart, the platform uses deterministic audience-based insights to help brands connect with users. Shopper Audience Network will leverage Flipkart’s understanding of users’ purchase journey and the massive scale of TrueIntent video ads on Hotstar, to serve personalised advertising to over a 150 million users across hundreds of categories.
In addition to providing brands a holistic view of their consumers, the platform will also provide them the tools to better attribute and measure the impact of their digital ad spends. This partnership ties in with Flipkart’s ambition to be a leading digital ads platform in India and Hotstar’s momentum in creating a full funnel marketing alternative to the older digital platforms.
Speaking about this partnership, Prakash Sikaria, Senior Director, Flipkart, “Understanding our customers better than anyone else has always been one of Flipkart’s core strengths, and these insights help marketers in their ad journey on our platform. This partnership further leverages the intent-based understanding and couples it with Hotstar’s platform to create an unparalleled offering in the ads industry in India. It has the potential to dramatically change the way marketing happens in the digital world.”
Commenting on the development, Prabh Singh, EVP, Hotstar, said “In Hotstar, marketers today have access to a large scale audience that is deeply engaged and paying attention. Brands who advertise on Hotstar are seeing the power of that engagement. The partnership with Flipkart will build on this proposition and provide marketers an opportunity to connect the dots to hundreds of product categories on Flipkart.”
The Hotstar TrueIntent platform’s three key components – a canvas of high-quality content, innovative ad formats and a sticky and affluent audience – when powered via Flipkart’s customer insights will create a compelling platform for any brand to talk to its consumers. This platform provides a highly optimised and measurable, brand safe environment for all advertisers – addressing a big gap that marketers have been seeking to fill for some time.