Airtel enters advertising industry with ‘Airtel Ads’

Airtel in a release said it uses the telco’s “deep science capabilities” to create high engagement and high impact campaigns.

Airtel Ads launched (Airtel)

Airtel today launched ‘Airtel Ads' marking its entry into the advertising industry. Airtel Ads will allow brands to display ads among its subscriber base of over 320 million customers across different businesses including mobile, DTH and Homes.

Airtel in a release said it uses the telco's “deep science capabilities” to create high engagement and high impact campaigns. It added that Airtel customers receive only the most relevant brand offerings and not unwanted spam.

“Airtel Ads breaks new ground in the USD 10 bn Indian advertising industry. By abstracting Airtel's unique strengths of quality customers, best-in-class network and world-class digital platforms, Airtel Ads offers innovative channels for brands to reach the right audiences. What truly differentiates Airtel Ads is its razor-sharp focus on quality over quantity and real impact vs vanity metrics,” said Adarsh Nair, Chief Product Officer, Bharti Airtel.

Airtel also highlighted how its mobile customers have the highest average monthly data consumption at 16.8GB and the highest monthly ARPU of ₹166. Airtel customers will also be given the choice to opt in and give consent if they want brands to show their promotional campaigns. At present, Airtel Ads does not have any rewards for customers. “Airtel Ads delivers superior returns on brand spends and focuses on relationships with customers rather than just delivering online impressions,” the company said in its release.

Airtel Ads has been made official after running a beta trial where the company said it delivered successful campaigns over 100 brands across multiple categories including FMCG, BFSI, and digital startups. Airtel Ads' early advertisers include PepsiCo, Zomato, CRED, Lenskart and Cars24.