AdFarm: Providing Targeted, Hyper-local and Affordable Solution to SMEs

Team AdFarm

Advertising landscape has become more competitive owing to increasing number of channels where it is difficult to target potential consumer who have fragmented attention and are loaded with many choices. To appeal to their needs, brands are strategizing new techniques to push for advertising campaigns across all channels, which is out of bound for small businesses given the investment constraints. Market reports say that the number of SMEs in India is on constant rise from the current figure of 51 million. However, limited Ad budget throttles their chance to establish their name and compete against big brands; they draw back from running their campaigns on diverse and immersive ad channels, vanquished of the opportunity of reaching maximum number of consumers. Perfectly understanding the market scenario, AdFarm- an advertising solution provider is catering to the advertising needs of small businesses, putting them on the level ground with big brands. The company is leveraging budget friendly DOOH solution.

Sharing his thoughts on the company’s DOOH model, Krishnan Naranapatty, Founder and CEO, with 25 years of experience in technology sector says, “We are trying to democratize the offline ad industry by allowing both SMEs and big brands to participate at the level playing field.”

The company provides its solutions through offline network of standardized connected Ad screens, placed in captive locations. The approach is targeted, hyper-local and affordable. “Now advertisers can run their campaign powerfully with ease and comfort, and we believe this is
going to be a game changer,” adds Sudarsan Babu, COO and Co-founder, who is also a serial entrepreneur with significant experience in Ad-tech domain.

Expansion through Franchise Model
AdFarm expands through its franchisee or local partner model, enhancing its reach covering large market share in tier 2 and 3 cities with ease. DOOH solution providers, predominantly focus their attention on public locations like airports and railway stations, with cost per impression method. However, this method does not prove to be effective as it is targeted at transit audience, making it difficult for the advertisers in the city to target or engage with the viewers.

"The company provides its solutions through offline network of standardized connected Ad screens, placed in captive locations. The approach is targeted, hyper-local and affordable"

AdFarm puts its impressions on the captive locations which attracts majority of public on daily basis, repeated visits by consumers enhances the chance of maximum views and makes the impression more successful.

Impression Tracking System
For better evaluation of their investments, brands want to assess reports of the campaign performance throughout their advertising journey. AdFarm, in its Offline Advertising Campaign generates reports with its ML based app called ‘Vision’. The application acts as a brand consultant and suggests appropriate screens for the advertisers every time they launch a project, based on their location, target audience, product type etc. Along with that, the company provides system generated log reports for advertisers to track their impressions in every location they published their ad.

Success and Vision
The company with its competitive advertising strategy has already gained numerous regular clients like KFC, Swiggy and Muthoot. Confident to replicate its success at international level, Krishnan tells, “Our vision is to put AD screen on every wall of captive location, and be the biggest offline network from India to every where”.