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Misalignment can hurt ROI, making strategic platform selection and effective ad model negotiation essential. Brands should define their objectives and choose platforms that align with their target audience.
An ad has to be noticeable but can’t be disruptive. “An ad has to be leaked into the slot so that the customer notices it, but it should not be disruptive during the journey while the customer is in,” says Kartik Mittal, Head Ad Sales & Monetisation at Snapdeal.
In this episode of our exclusive video series In Conversation with Mobile Leaders, Kartik discusses how the company balances ad revenue growth with high NPS by emphasising transparency, relevance, and user experience. He highlights the need for brands to align objectives with the right platforms for optimal ROI.
TOP INSIGHTS
- Despite ramping up ad revenue and inventories, Snapdeal’s NPS has not declined. This challenges the common perception that increased ad frequency inherently leads to lower customer satisfaction.
- Leverage the data-driven nature of digital ads by continuously monitoring KPIs and adjusting campaigns based on performance to maximise effectiveness.
- Ensure that all digital marketing efforts, including app development and in-app advertising, are optimised for mobile devices to align with consumer behaviour trends.
ALSO WATCH: In Conversation with Varun Kulkarni, Director – Marketing, Digital & Growth at NoBroker
The advent of programmatic advertising has revolutionised how brands buy and sell ad inventory. Invest in AI and ML technologies to enhance these capabilities, allowing for real-time optimisation of ad placements and better ROI, says Kartik.
Watch the full interview here.
