Title: Digital Data Advantage for Monetization in Mobile Advertising
Speaker: Ashish Vikram, Flipkart
Abstract:
Indian eyeballs are increasingly moving to the mobile phone from TV and
Print but ad dollars are moving very very slowly. This is because as a
marketing head it is easy for me to continue doing what I have been
doing for the last several decades and spend money on TV. I am not
questioned when I spend my money on TV. Therefore in spite of better
targeting capabilities available on the mobile, ad dollars are not
moving to the mobile phone. The question then is "What will it take to
move ad money from TV to Mobiles?" The answer lies in using technology
and data to not just provide better targeting capabilities but actually
showing that impact from a similar amount of ad spend on mobile is
higher than from TV. In this talk we will investigate how Flipkart can
actually show positive impact from ad spend on mobile to advertisers and
therefore change the way advertising is done in India very similar to
how it has changed the way shopping is done in India.
Bio:
Ashish has successfully set up three
new development organizations from scratch in Bangalore for US based
companies and grew them into highly productive software development
labs. He guides teams on improving performance, scalability,
architecture and design while solving complex software engineering
problems. He helps identify useful/innovative technical improvement
ideas from employees and incorporate them into products. Ashish is
currently VP engineering at Flipkart heading the engineering for
Flipkart's ad platform. Prior to Flipkart Ashish led the Advertising and
Data engineering teams at Yahoo's Bangalore SDC. He hold a BTech in EE
from IIT Delhi and MS in CS from Purdue university.