Flipkart, India's largest e-commerce company presently is generating nearly $1 million in monthly advertisement sales. These figures have made the company one of the largest digital ads platforms in India in less than a year after it launched its ads business.
Ravi Garikipati, head of Flipkart's ads business said that the company aims to be the largest digital advertising platform in India over the next 3-5 years.
Garikipati also shared that advertisers care most about three aspects, which are reach, shaping the business outcome, and measuring the efficacy of the ads platform. If people address all these three in an unambiguous way, they will be a clear winner. In particular, the measurability of the efficacy of the platform gives an edge over competing solutions. Many solutions create awareness and (purchase) consideration, but after that it’s difficult to say if and where the actual purchase happens. That's not the case with Flipkart as commerce actually happens on Flipkart and Myntra.