Top 3 telecom companies make a play for ₹75,000 crore ad market

The three major Indian telcos-Bharti , Reliance Jio, and (Vi)-are eyeing the ₹74,600 crore advertising market through their ad solutions verticals.

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.

He added that a telco has the opportunity to provide deep insights to marketers for effectively reaching out to the right target group, considering marketers today are faced with two major challenges-of authentic insights and enhanced reach.

“We believe that generating content and programmatic media buying on customised platforms will be the new normal,” he said.

According to the latest Ficci EY Media and Entertainment report, the advertising market in India currently stands at ₹ 74,600 crore, of which digital accounts for nearly 33% at ₹24,650 crore. It is expected to grow 27% to ₹ 31,390 crore during the current calendar and jump 74.5% to ₹43,020 crore by the end of 2024.

Airtel took its ad solutions product to market in February 2021, after a year of testing it internally to market the telco’s various offerings, revealed Adarsh Nair, chief executive officer, Airtel Digital. The telco offers ad solutions across various platforms and media-audio, video, DTH, and SMS to name some-and said it has 135 ‘premium’ brands, with an on-quarter retention rate of 35%.

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