Padmaavat & Maruti Suzuki Campaigns take Truecaller's Video Ads to New Heights
Truecaller today announced a significant milestone to its Ad Platform by delivering over 100 million video impressions for Maruti Suzuki’s CelerioX, and Bollywood blockbuster, Padmaavat during 24-hour campaigns.
As video consumption soars in India, homegrown companies have displayed an appetite for Truecaller’s unique video ads, which deliver 100% share of voice for promotional campaigns. While most advertisers opt for six-second video bumper ads on the platform, Padmaavat ran a 30-second trailer for its release date roadblock.
Expressing his delight on the milestone, Tejinder Gill, VP Sales & Head of India Operations at Truecaller “During the past few months we have seen a surge in interest for the Truecaller Ads Platform and our six-second bumper video ads have gained phenomenal traction in the first phase of the launch. As one of the most used mobile services in India, we saw an opportunity to give brands great exposure for their campaigns on the Truecaller platform. Users receive seven to eight calls on average per day, creating multiple opportunities for a brand to connect with a consumer seamlessly through in-app video bytes, banners, and interactive content. Truecaller Ads is the only platform that can fully reach this growing market.”
Designed to capture attention without being interruptive or invasive, Truecaller’s video ads have begun to appeal to brands and viewers alike. Its programmatic advertising strategy has generated a repeat customer rate of 70% among existing advertisers.
Witnessing an average video view-through rate of 49% on the Truecaller Ads platform, Vinay Pant, Vice President, Marketing, Maruti Suzuki India, said, “Our first-time partnership with Truecaller Ads for the CelerioX campaign has been a fulfilling experience. The 100% share of voice helped deliver an impactful video format, that was best suited to our goals of generating awareness, interest and intent for our brand.”
Commenting on the partnership, Vishal Chinchankar, Chief Digital Officer, Madison India, said, “At Madison, we wanted a solution that had both uniqueness and scale. And Truecaller allowed us to do just that, with the Padmaavat movie campaign. Not only was this the first of its kind in the category, it was also the first time a 30 second video was run on Truecaller’s new video ad format. With over over 100 Million impressions, 465,000 clicks, video viewing rate of 40% and viewing time of 12 secs, it brought us the massive impact we were looking for. We will continue to push the envelope for our clients and we’re sure that this is just the beginning of many innovations to come.”