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Online classifieds platform Quikr has launched a four-week ad campaign for its revenue stream targeting marketers and advertising agencies
Quikr Audience Platform (QAP) allows marketers and ad agencies to sharply target their brand messages to relevant audiences who visit Quikr, with a specific intent to buy, sell or find something across its 180 categories.
Within 12 months of opening up QAP, the company has garnered over 100 customers, including Amazon, Google, Ola, Flipkart, Mahindra, Citibank, HDFC, LIC, Honda, Kellogg’s, Eureka Forbes. The firm said QAP contributes double-digit percentage to its overall revenue.
“While we have been earning advertising revenue through Quikr for the past three years, we have become more sharply focused on monetising our traffic (30 million unique visitors a month) over the past 12 months,” said Vineet Sehgal, Chief Marketing Officer, Quikr. “QAP is not a separate vertical, it’s another revenue stream for us. We work closely with brands and advertising agencies to create awareness around how QAP maximises ROI (return on investment) for every advertising dollar spent.”
Premium listings, Quikr Doorstep, seller commissions and B2B service commissions are some of Quikr’s other revenue-generating streams.
The challenge every marketer faces today is identifying who to target to and how to reach out to them, he said. “Most advertising dollars get wasted, because in digital advertising, there is a very large quantum of un-targeted wasted impressions. Once a consumer has bought a car, he is not in the market to buy another car for, at least, the next three years. How does a marketer target only those who are in the market to buy a car? That’s what QAP delivers. If a car company is trying to sell a brand new car, QAP will identify specific profiles of 100 people who are in the market to buy a new car instead of promising 2 million people who may or may not buy one.”
Brand marketers and advertisers are offered targeting of various kinds — geography-based, category, cross category, competition, attribute, price-band and premium audience. “In the past 12 months, ad revenues from QAP has grown over 100 per cent,” Sehgal said.
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