Snapdeal has updated its advertising platform for sellers with the ability to target customers based on their browsing behavior, location and purchase history. Advertisers will also be able to curate ad campaigns for specific customer groups through targeted advertising.
Other than this, the company has added features for sellers to participate in auction based buying of ad inventories, to view detailed reports and promote products through different ad campaigns. It mentions that it has updated the entire interface to provide to make it simpler to use. As of now, the company claims over 30,000 sellers advertise on Snapdeal ads.
Note that last month Snapdeal acquired TargetingMantra, an analytics firm that provides catalogue personalization, marketing and big data analytics, for an undisclosed amount. The company likely used this acquisition to update its Ads platform with new features.
Snapdeal Ads launch: Snapdeal launched its Ads platform in November last year, which would allow sellers to buy product ads and display them on Snapdeal as Sponsored Ads. The ads are displayed on the web, mobile web and apps, higher than other similar products. Note that in September 2015, 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.
Initiatives for sellers: Snapdeal has been increasingly working on improving its seller side of things. In November last year, 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 2015 and allows sellers to chat with their prospective customers and sell them products.
Competition: In March 2014, Flipkart launched an advertising program that sellers could use to promote products on the ecommerce website. In December last year, the company launched native advertising for companies, including brands that do not sell on the platform. 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.
Our Snapdeal coverage here.