Daraz Pioneering And Scaling Up Retail Media Advertising Across South Asia: Interview With Moazzam Faruqui, Director, Daraz Marketing Solutions (Pakistan & Sri Lanka)

1. Can you please give us an overview of retail advertising?

Retail media advertising is like the secret sauce for brands wanting to whip up some serious demand. It harnesses the traffic from a retailer’s e-commerce platform—think popular consumer websites and apps—to help brands strut their stuff right where it counts. By boosting visibility on the ‘digital shelf,’ it enhances product exposure and engages consumers at the crucial moment when they’re ready to pull the trigger on a purchase. In simplest terms “It is influencing demand at the point of sale” – in our case a powerful tool to drive traffic to the PDPs.

2. What’s the best way to get started on Daraz Marketing Solutions – for brands as well as SMEs?

Daraz Marketing Solutions (DMS) is your golden ticket to promoting products with a full-funnel approach. The magic starts with clear objectives. Here’s a strategic roadmap to get both SMEs and brands on the retail media train:

Leverage DMS Sponsored Ads:

For SMEs: Dive in with Sponsored Product Ads! They’re budget-friendly and show your products right where eager shoppers are looking.

For Larger Brands: Time to get fancy and secure those prime spots! Follow a full-funnel strategy with budgets allocated smartly across Top, Mid, and Bottom funnel stages. Retail media isn’t a “one size fits all” game, so work closely with your account managers to tailor your campaigns to your specific goals.

Cheat Tip: Master the art of balancing Locked Campaign vs. BAU Spending. Front-load a bigger share of your product ads budget during key periods (like major campaigns or high-consumption phases) and allocate the rest for BAU (pre/post-campaign). This way, you can capture high-intent traffic while staying strategic. It’s all about timing!

Utilize Display Ads: for Brand Awareness & securing your Share of Voice: “JO DIKHTA HAI WHO BIKTA HAI”

For Brands: Think big! Use Display Ads/Banner ads to build brand awareness across the Daraz ecosystem while, push tactical messaging through Splash Screen take overs—it’s not just about immediate sales, but long-term recall. Display ads empower capturing impressions from millions of users visiting with the intent to purchase.

Capitalise on Seasonal Campaigns & Promotions:

 Sync your retail media efforts with our Mega Campaigns and tactical events. Trust me, nothing beats the spotlight during Pay Day Sales, Category Leadership events and Mega Campaigns (like 11.11 and more).

Optimized Advertising via Data-Driven Insights & the power of Algorithm:

For SMEs: Keep an eye on performance with Daraz’s analytics/reporting tools integrated in DMS Ads Manager. Start small and scale big! It’s recommended to enable auto top-ups and adopt an evergreen approach for bottom-funnel targeting. Utilize the power of automated, algorithm-driven product ads to keep your campaigns live and optimized for maximum impact/ROAS.

For Larger Brands: Make a combo in parallel & run Automated algorithm driven campaigns alongside Manual keyword targeting campaigns. A manual campaign focusing on hero SKUs or priority SKUs with aggressive bids and higher daily budgets, alongside an automated, algorithm optimized campaign to balance your ROAS.

Leverage insights to run targeted ads (mid-funnel retargeting) based on buyer demographics—connect with your account manager to understand how, because hitting the bullseye is way better than shooting in the dark.

Target with In-App Marketing:

Both SMEs and brands should use in-app notifications to spotlight new launches or grab attention in competitive categories (mid funnel targeting).

Incorporate Commercial Tools, Bundle Deals & Exclusive Offers:

Everyone loves a good deal! Think digital audience first and develop a USP for online buyers. Use FSP modules (free shipping, exclusive products & promotions like “Buy 2 Get 1 free, limited stock discounts, pre-booking etc” to drive conversions and build loyalty while leveraging a full-funnel advertising suite to amplify that USP.

Maximize Your Daraz Presence: Beyond Retail Media

Don’t just stop at retail media—level up your game by enhancing your storefront, perfecting your assortment, and sharpening your e-commerce USPs. First things first: get the basics right. Deliver a seamless brand experience, offer a broad product range to cater to Daraz’s diverse customer base, and team up with your account managers to craft USPs that really hit home-run with your target audience. Then, amplify your presence with the power of DMS to truly stand out.

Keep in mind: the right product offerings, optimized descriptions, strategic keywords, and glowing reviews will naturally boost your organic rankings. But don’t stop there—work closely with your account manager to unlock even more ways to grow and thrive on Daraz.

Remember, your storefront is prime real estate on South Asia’s largest e-commerce platform—make every square inch count!

3. With all the data Daraz has, how does Daraz Marketing Solutions help advertisers target the right audience at the right time?

Daraz Marketing Solutions is all about making your advertising feel personal and smart! With data from millions of active users, our powerful algorithm helps advertisers hit the sweet spot. It analyses user behaviour, shopping habits, and preferences, adapting continuously to craft campaigns that feel like they were made just for individual customers.

At the bottom of the funnel, our product ads are like a neon sign for high-intent users—those ready to make a purchase. They pop up at just the right moment, delivering better conversions and ROI. In the mid-funnel, our targeted CRM tools let you engage users in a way that feels personal, based on detailed personas and past interactions. It’s about reaching them with messages that actually resonate. For top-of-funnel campaigns, we help you cast a wide net, reaching millions of potential customers and giving your brand the spotlight with solid reach and top-of-mind awareness metrics.

By blending Impression building, intelligent algorithms, personalized CRM strategies & targeted bottom funnel ads with Daraz Marketing Solutions creates a full-funnel approach that improves engagement and delivers impressive results from awareness to conversion.

4. What tools and metrics does Daraz Marketing Solutions offer for digital marketers to measure the performance of their campaigns?

Daraz Marketing Solutions is your trusty self-serve toolkit for tracking and optimizing campaign performance! It covers everything from building brand awareness to driving conversions.

One standout tool is DMS Ads Manager, seamlessly integrated with the Daraz Seller Centre. It provides marketers with real-time data on campaign performance—all in one cosy spot. You can easily monitor everything from impressions to click-through rates (CTR) and conversions, plus detailed reports on spending and audience reach to tweak strategies for the best results. Conversion Tracking on product ads lets you connect ad interactions to actual sales, helping you calculate Return on Ad Spend (ROAS) and see how effectively your campaigns drive revenue. A/B Testing is like your campaign’s personal trainer—allowing you to test different creatives/promotions/campaigns to find the winning formula for engagement and conversions (work with your account manager to explore how to execute the same).

For those focused-on brand awareness, Brand Lift and Awareness Metrics help you measure reach & impressions. These insights let you assess how well your branding efforts perform, so you can optimize visibility and impact.

Together, these tools give digital marketers a clear, data-driven framework to track, optimize, and improve campaign performance, ensuring better results across the board.

5. How does the platform help advertisers improve their campaigns with real-time data?

With Daraz Marketing Solutions Ads Manager, advertisers have the power of real-time data at their fingertips, enabling quick adjustments for better campaign outcomes. Here’s how it works:

• Instant Performance Tracking: Monitor key metrics like impressions, clicks, CTR, and conversions in real-time. This immediate feedback is like having a backstage pass to your campaign’s performance!
• Budget and Spend Monitoring: With real-time insights, you can shift your budget towards high-performing ads—ensuring you’re squeezing every last drop of value out of your investment.
• Campaign Optimization: Real-time data helps you spot trends and make informed decisions on the fly, giving your campaigns the agility they need to shine.
• Quick Adjustments: Respond instantly to performance changes. Whether boosting spend on a rockstar ad or putting a pause on a lacklustre one, real-time data keeps your campaigns optimized.

With this visibility, Daraz Marketing Solutions Ads Manager helps advertisers fine-tune campaigns continuously, leading to more effective advertising. And guess what? We have even more advanced features in the pipeline to elevate your campaign management – Stay tuned to find out more!

6. How does Daraz Marketing Solutions facilitate customized objectives of brands leveraging on the power of retail media?

Daraz Marketing Solutions is like a tailor for brands—helping them achieve their unique goals through the power of retail media and a flexible platform with a full funnel advertising suite. Here’s how we go about it:

• Custom Advertising Solutions: Brands can create campaigns that align with their specific objectives—whether it’s boosting awareness or driving sales. With various ad formats, we’ve got you covered at every step of the marketing funnel.
• First-Party Data Insights: By using data from millions of active users, brands can target audiences based on behavior, interests, and purchase history. This means ads hit the right customers, making campaigns super effective!
• Personalized CRM Tools: Our CRM tools enable brands to engage users based on their preferences and past interactions. Want to boost customer retention or loyalty? We’ve got the right tools to ensure communication feels personal.
• Performance Optimization: Brands can continually refine their campaigns with real-time performance data. Whether looking to boost ROAS or maximize reach, we provide the insights needed for quick adjustments.

With our versatile platform, powered by retail media, Daraz Marketing Solutions enables brands to create campaigns that align perfectly with their objectives—leading to more effective advertising and fantastic results.

7. What advice would you give to advertisers who are new to retail advertising and want to get started?

For the new adventurers in retail advertising, here’s a little wisdom from what I’ve learnt while working in multiple markets as you embark on this exciting journey:

1. Don’t just dip your toes—dive right in! Retail media is like a thrilling rollercoaster ride where brand building meets sales conversion. Think big, but also get ready to roll up your sleeves. With millions of customers scrolling, searching, and shopping, the chance to turn awareness into action is huge. So, buckle up and enjoy the ride!
2. First-party data is your new best friend. Forget those outdated third-party cookies; they’re old news. Retail media gives you direct access to engaged, purchase-ready customers. Dive into understanding your audience’s behaviour and purchase history. It’s like having a crystal ball—only instead of magic, you get real insights!
3. Start small, but keep your eyes on the prize. You don’t need a blockbuster budget to start. Experiment with different ad formats, play around with keywords and run A/B tests to find what ‘clicks’ (pun intended). Remember, even the biggest brands had to start somewhere—so don’t stress if you don’t hit it out of the park on your first swing!
4. Think of retail advertising as a marathon, not a sprint. Yes, you can see immediate results, but the real magic happens when you build a strong, consistent presence. Balance those quick wins at the bottom of the funnel with long-term branding efforts at the top. Nurturing your audience pays off—when they’re ready to buy, they’ll think of you!
5. And hey, don’t hesitate to ask for help. We’re all in this together! Lean on your account managers and platform experts. At Daraz, we’re cheering you on, so if you’ve got questions, just ask. Trust me, nobody gets extra points for doing it alone!