Top communication app Truecaller today announced that it has crossed 200 million single day impressions on its mobile advertising platform in India. This comes half a year after it entered the 100 million-impressions club that also includes biggies like Facebook and Google. In the last one year, the daily impression rate on Truecaller has grown by over 300 percent after it expanded its services from mere mobile number identification to payments and brand engagement. FMCG and auto brands are among the leading in-app advertisers on Truecaller.
Over 70 percent of advertisers on Truecaller are repeat clients as they get a direct connect with the digital consumer. Impressions are counted each time an ad is fetched from its source, irrespective of it being clicked or not. “This is a fantastic milestone for Truecaller, and shows that the mobile ad ecosystem has an incredible potential in India. At Truecaller, we are constantly looking for innovative ways to add value to the lives of not only our customers, but our partners as well,” Tejinder Gill, VP Sales and Head of India Operations at Truecaller, said in a statement. ALSO READ: Truecaller integrates Google Duo for video calling
One of Truecaller’s marquee advertisers in this quarter was FMCG industry disruptor Patanjali. The homegrown manufacturer of Ayurveda products did a one-day app inventory take over on Truecaller, that resulted in over 200 million impressions and 4.3 lakh clicks in 24 hours. “With Patanjali, we saw a cult favorite brand that has witnessed unprecedented growth by offering a differentiated product much like ourselves, so the partnership has worked brilliantly,” Gill said. As the festive season approaches, Truecaller expects to rope in several brands across categories likewise. Typically, advertising spends peak during this time. ALSO READ: Truecaller dethrones Facebook to become 4th most downloaded app in India: Mary Meeker Internet trends 2017 report
Besides emerging as a top platform for advertisers, Truecaller is also hugely popular among consumers. It is now the fourth-most downloaded app in India, ahead of even Facebook, as the 2017 Mary Meeker Report revealed. Truecaller claims that users are now making over a billion calls per month as compared to half a billion around the same time last year. Buoyed by its viral success in India, the company has partnered with ICICI Bank to launch Truecaller Pay on the Unified Payments Interface (UPI) platform. Users can now pay their utility bills and do mobile recharges from within the Truecaller app.