Vodafone Idea launches AI/ML powered ‘Vi Ads’ adtech platform to take on Airtel, Telecom News, ET Telecom
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NEW DELHI: Vodafone Idea on Wednesday rolled out an artificial intelligence/machine learning (AI/ML) powered advertising technology platform – Vi Ads – which will enable advertisers to directly engage with the telco’s 243 million subscribers base through various channels.
Vodafone Idea said the Vi Ads platform has been built in partnership with TorcAi, a global provider of audience infrastructure and programmatic solutions.
“Vi Ads will enable marketers to engage with the operator’s over 243 million subscribers through multiple channels like Vi owned digital media – Vi App, Vi Movies & TV App, and traditional channels like SMS, IVR calls,” the telco said in a statement.
A key differentiating factor of Vi Ads is that it will be media agnostic and will empower marketers to engage with Vi users on external media channels and publisher partners of Vi Ads.
Additionally, Vi Ads will offer a self-serve interface enabling marketers with full control of their campaigns from a campaign setup, tracking campaign performance to driving campaign insights.
ET reported in its June 1 edition that the three major Indian telcos—Bharti Airtel, Reliance Jio, and Vodafone Idea—are eyeing the Rs 74,600 crore advertising market through their ad solutions verticals.
Airtel and Jio already offer their adtech platform in the market, namely Airtel Ads and JioAds, respectively.
While Airtel and Jio launched their ad solutions products in 2021, Vi told ET exclusively that it will soon be entering the market as well. “Vi aims to participate as a major player in the multibillion dollar Indian advertising industry through our own AI/ML driven Adtech platform,” Avneesh Khosla, chief marketing officer at Vi, told ET.
“This is a simple, easy to use and highly efficient solution for marketers to effectively reach out to the right target group with the most relevant messaging at any given point of time, while also providing a monetization opportunity to Vi as we aggressively build and scale our digital assets,” said Avneesh Khosla, CMO, Vodafone Idea.“This partnership, and the development of the Vi Ads platform, will enable Vi to connect their vast stores of customer insights with advertisers, and publishers, to deliver the right message, at the perfect time,” added Rohit Verma, CEO, TorcAi Digital.
In the last 10 years, digital advertisement expenditure (AdEx) has grown at a compounded annual growth rate of 27%. Even during the pandemic, when all other media saw a decline, digital AdEx witnessed significant growth. Programmatic media buying has firmly taken route in India and its share has been increasing year on year, now standing at 42%, as per Madison Advertising Report 2022.
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