Truecaller expands advertising portfolio with customised solutions for brands

financialexpress.com:

Truecaller Ads, an in-app publisher in India, has broadened its offerings. The proprietary ad formats prioritise the user experience, aiming for less intrusive ads. Brands can closely track the performance of the formats, gathering insights on user interactions, engagement rates, and conversion metrics. The data facilitates future campaign optimisation and audience targeting.

“At AJIO, we always strive to drive innovative and distinctive brand engagement for our customers. With the ‘Click to Experience’ Ad innovation, we tried to enhance the user experience and connect with them better,” Arpan Biswas, marketing head, AJIO, said.

Campaigns executed on the Truecaller Ads have yielded outcomes, displaying growth in lower funnel metrics for brands in sectors including gaming, travel, fintech, and more, as compared to the previous year’s campaigns. 

Furthermore Truecaller’s proprietary new ad format ‘click to experience’ has been used by brands like Ajio.com and APV for its annual sales and movie releases, giving an experience to the brands.

“With Truecaller’s new format, we were able to break the clutter with an eye-catching solution that blended seamlessly with our creative strategy for Prime Video’s latest campaign,” Jinit Shah, director- media, PivotRoots, said.

A driver of Truecaller Ads’ campaign success is its approach to execution, incorporating custom audience targeting and the ‘triple R’  (RRR) mantra: Real-time retargeting for engaged but yet-to-convert users, re-engagement for non-transacting users, and re-marketing to first-party audiences through secure API integration with CRM and MMP platforms, ensuring the brands can consistently achieve the campaign objectives in a privacy compliant and secure manner.

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