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Tag: Truecaller ads

  • Truecaller names Athul Prabhu product director for ads business

    Truecaller names Athul Prabhu product director for ads business

    MUMBAI: Truecaller has tapped Athul Prabhu as product director for its advertising arm, a move aimed at supercharging the company’s biggest growth engine.

    Prabhu, an ad-tech veteran with stints at Glance, TikTok, Viacom18 and Nielsen, will shape the product vision and strategy for Truecaller Ads. At Glance, he built the lock-screen app’s ad-tech infrastructure from scratch, enabling global monetisation through programmatic and direct sales.

    The appointment comes as Truecaller Ads, delivering more than 5 billion daily impressions and used by over 10,000 brands, cements its reputation as one of the world’s largest mobile advertising platforms. Hemant Arora, vice-president of the global ads business, said Prabhu’s remit will be to design a diversified suite of AI- and data-led products tuned to local markets.

    Prabhu, an IIT Kanpur graduate with an MBA from ISB Hyderabad, called the platform “uniquely positioned to redefine the future of trusted communication and digital advertising”, citing its reach and user trust as rare assets for brands.

    Advertising accounts for the lion’s share of Truecaller’s growth, and the company is betting Prabhu can turn scale into sharper monetisation.

  • Truecaller dials up the drama with ‘Play’

    Truecaller dials up the drama with ‘Play’

    MUMBAI: Truecaller Ads is turning up the volume on mobile advertising with the launch of Truecaller Play, a shiny new toolbox of rich media ad formats designed to captivate consumers in a mobile-first world. This isn’t your standard banner fare — it’s high-impact, high-recall, and built to feel native in a user’s everyday digital rhythm.

    Touted as the next evolution in brand storytelling, Truecaller Play lets advertisers serve video-first, interactive creatives right inside the app’s daily touchpoints. With users already engaged and distractions at bay, brands now have a golden opportunity to grab attention where it matters most — during moments of pure, undivided focus.

    The new offering compliments Truecaller’s existing heavy-hitters — the 3 billion daily Roadblock and the Truecaller Masthead — by offering an added layer of creative freedom, all powered by the platform’s enviable trove of first-party data. With over 10,000 advertisers on board and more than 5 billion daily brand impressions, the scale is nothing short of staggering.

    Truecaller VP, global ad sales business, Hemant Arora said, “At Truecaller ads, we’ve always believed that trust and utility are the cornerstones of meaningful engagement. With Truecaller Play, we’re not just introducing another ad product; we’re offering brands a rare opportunity to connect during moments of genuine user focus. It’s about placing your story exactly where attention is highest and distractions are lowest. That’s the power and promise of Truecaller Play.”

    What’s in the playbook?

    ●    Custom rich nedia formats: From snackable videos to cinematic ad experiences, tailored to drive everything from awareness to conversions.

    ●    Native integration: Ads that feel like part of the flow, not an interruption.

    ●    Creative in tow: Truecaller Ads’ in-house team helps brands craft thumb-stopping visuals.

    ●    Precision at scale: Target users with laser accuracy, thanks to proprietary user data.

    Whether it’s a D2C disruptor or a legacy FMCG giant, Truecaller Play gives brands the creative arsenal to move beyond static displays and into the age of mobile magic — all while keeping users, well, on the line.

  • Truecaller bolsters its advertising offering with power-packed ad solutions

    Truecaller bolsters its advertising offering with power-packed ad solutions

    Mumbai: Truecaller Ads, the leading in-app publisher in India, has broadened its offerings significantly acing the advertising game over the past year. The new solutions are a reflection of Truecaller ads commitment to accelerate brands growth in areas that matter.

    The well-designed proprietary ad formats prioritise the user experience, making ads less intrusive and more enjoyable for consumers. Additionally, brands can track the performance of their proprietary ad formats closely, collecting valuable insights on user interactions, engagement rates, and conversion metrics, which further enables future campaign optimization and audience targeting.

    Campaigns executed on the Truecaller Ads have yielded impressive outcomes, displaying a 2X growth in lower funnel metrics for brands in sectors including gaming, travel, fintech, and more, as compared to the previous year’s campaigns.

    Furthermore Truecaller’s proprietary new ad format “Click to experience” has been used by influential brands like Ajio.com and APV for their marquee grand annual sales and blockbuster movie releases, giving an immersive and innovative experience to the brands.

    Sharing their delightful experience with Truecaller Ad solutions, AJIO marketing head Arpan Biswas said: “At AJIO, we always strive to drive innovative & distinctive brand engagement for our customers. With the “Click to Experience” Ad innovation we tried to enhance the user experience and connect with them better.”

    Highlighting further, PivotRoots director of media Jinit Shah praised the innovative ad format, saying, “With Truecaller’s new format, we were able to break the clutter with a very eye-catching solution that blended seamlessly with our creative strategy for Prime Video’s latest campaign.”

    A key driver of Truecaller Ads consistent campaign success is its strategic approach to execution, incorporating custom audience targeting and the “triple R”  (“RRR”) mantra: Real-time retargeting for engaged but yet to convert users, re-engagement for non-transacting users, and re-marketing to first-party audiences through secure API integration with CRM and MMP platforms. This ensures that brands can consistently achieve their campaign objectives in a privacy compliant and secure manner

    Speaking about the evolution of Truecaller’s Ad solutions, Truecaller VP of global ads business Sagar Manikpure stated, “In the ever-changing marketing landscape, the challenges faced by marketers are more complex than ever. From engaging the right audience to optimizing campaigns for maximum impact, the demands are relentless. Our customised Ad solutions are engineered to meet these challenges head-on, providing marketers with the solutions and insights they need to negotiate this ever-evolving landscape. With our strategic approach, proprietary solutions, and innovative ad formats, we empower them to overcome obstacles, refine their strategies, and achieve impressive results. We’re here to help the brands throughout their sales funnel and contribute meaningfully to their success.”

    Combining this strategic approach with the proprietary solutions, present a full range of solutions that help brands achieve their marketing objectives across the entire sales funnel.

    Alongwith TC Ad server and the proprietary ad formats, Truecaller Ads very own DSP solution has come out of private beta and is now available for all marketers. The DSP powers TC’s Audience Extension solution which helps marketers reach TC’s unique and scalable audiences outside TC, across 1000 pl publishers. TC DSP significantly expanded it’s capabilities in 2023 where TC’s audiences can now be mapped and targeted on most of India’s leading OTT platforms

    Apart from OTT, TC DSP has also launched an innovative ‘rich media’ video ad format named “Video+” a hybrid of video and interactive banner which combines video’s top-funnel impact, along with providing lower-funnel CTA inside the video environment. Together these initiatives are a significant expansion of Truecaller’s video ad offerings in the market.

    Capping off a fantastic year, TC DSP kicked of Q4 by launching an offline-to-online retargeting solution allowing Advertiser’s to retarget their offline 1P user/customers on TC Ad Server as well as TC DSP. In the future, the platform will focus on further improving engagement metrics, building an ML based optimization engine , and building more templates that support Rich-Media formats (HTML).

  • Truecaller introduces ad tools for advertisers to engage with 320 mn people

    Truecaller introduces ad tools for advertisers to engage with 320 mn people

    Mumbai: Truecaller Ads has announced the launch of their new product range that aims to enable marketers to meet their objective needs across the funnel.

    Extending its platform towards mobile advertising and serving as a connecting dot between brands and potential customers, Truecaller Ads will provide marketers with a unique combination of expansive scale, engagement, an exclusive environment, nuanced targeting capabilities, and first-party data insights for precise audience segmentation.

    Truecaller Ads have been a gateway to helping brands reach out to millions of users, embarking on their presence and generating brand awareness by using a myriad of ad formats, innovative ad experiences, and performance metric calculators to track performance, among others.

    Marketers can access the following products to reach Truecaller audiences more effectively:

    • The Truecaller Audience Extension: It helps advertisers reach Truecaller audiences on over 1000+ premium apps across domains. A wide range of ad formats can be used ranging from display banners, interstitials, videos, GIFs, and Native ads. The product is integrated with all leading MMPs like Appsflyer, Branch, and Kochava, which offers a transparent and trustworthy environment.
    • Truecaller Ad Server: An ad-tech stack that drives advertiser KPIs with features and functionalities to optimise performance, offering advertisers transparency, flexibility, and optimization capabilities on par with the best ad servers in the market and integrated with all leading MMPs for seamless tracking of performance.
    • Innovative Ad Experiences: Such as “click to article,” which allows for the display of instant snackable articles, “click to call/SMS,” and “easy lead form” aid in the propagation of the demand funnel. These click experiences can be served even without an internet connection.

    Speaking about the launch of the new tools, Truecaller vice president of global ads business Sagar Manikpure said, “We recognise that today’s marketing objectives demand a well-orchestrated solution that combines the precision of first-party data with engaged audiences at scale. The massive global user base of 255 million DAUs, each engaging with the app several times a day via call and SMS-based interactions, provides us with a rare combination of hyper-scale of users, frequent engagement, and access to unique insights in a privacy-safe way. We then combine this with an intently designed ad stack and carefully crafted solutions to help marketers deliver on a range of objectives while extracting the highest ROI on their advertising spends.”