Avinash Tharani has been in the digital Ad space for 18 years. He has been in various evangelising roles from early days of mobile, programmatic advertising, building CDP business with audience segmentation and marketing. Currently he is working with JioAds. He was been with there for the last 2.5 years. He is leading the OTT and CTV partnerships for JioAds.
Medianews4u caught up with Jio Ads – Assistant VP – Avinash Tharani to find out more.
Q. How is Jioads gearing up for a cookieless world?
Here we stand at an interesting time. Google has called off depreciation of cookies. Now this makes thing interesting. The Advertisers have realized the importance of 1P Data and started collecting 1P data through various methods. They have started working with different partners providing Identity Graph Solutions. The contextual advertising has also gained traction.
This basically means that while cookies do not crumble, the Advertisers may continue to adapt to new ways of targeting users. This shift into cookieless or not a cookieless world is going to be super interesting. JioAds has always been in forefront of AD-TECH ecosystem. We are ready for Cookieless or not a cookieless world.
Q. Could you shed light on the various pricing models of Jioads like CPC, CPM and how is this being fine tuned?
JioAds works on primarily work CPM pricing models, we could pivot in performance business using a CPC Pricing model.
Q. What trends are being seen when it comes to FAST? How will Jiotv benefit from it?
FAST, or Free Ad-Supported Streaming TV, platforms offer viewers free access to a wide range of content, supported by ads. These channels have become increasingly popular among consumers looking for a cost-effective way to access premium content. FAST channels will drive a significant percentage of CTV Advertising.
JioAds has a strong focus on CTV advertising for the next two years. JioTV has been a pioneering in working with broadcasters to onboard FAST channels on Jio’s Set Top Box Devices. This would drive more user engagement on JioTv and increase more inventory for advertising.
Q. What is the potential that Jioads sees in Picasso AI?
A lot of small and medium businesses are using Picasso AI for creatives. They are partnering with JioAds SMB business. The JioAds SMB business is focused on hyperlocal marketing and making using of sharper targeting options offered by JioAds.
Q. Is a lot of Jioads’ focus about rural India?
Jio has a very strong penetration in tier 2, tier 3 markets. JioFiber and Air Fiber services are reaching to the smallest of towns. Recently Chitkul village the last village on Indo – Tibet border got broadband connectivity through JioFiber.
Such strong penetration along with penetration of Jio Phone makes a compelling proposition for Advertisers to reach our to tier 2, tier 3 users.
Q. How important are ease of use and transparency be for Jioads?
JioAds lays heavy emphasis on Transparency hence provides a real time dashboard to it’s publishers, they are able to track daily run rate, eCPMs, Impressions, VTR, CTR and other metrics.