 Welcome to the special webinar on target marketing. Today we have a very special discussion which we do often, we do hear not very often from marketeers. If you look at what marketeers want, then what's the need of the marketeer? The marketeer wants the right audience, the right moment and the right context. But what has happened over the years is that we've been obsessed with only two parts of it. One is the search engine part of it and one is the social media part of it. And there's a space in between where the real, the die-hard customer, the fan, the brand, the loyalist exists. And there are very few marketeers who are addressing that particular consumer. And let me go a little bit back. We talk about all kinds of trends in marketing. We talk about experiential marketing. We talk about maybe the importance of seamless marketing experience and all of that. But there's another thing which is contextual marketing. I think we need to take marketing from a very emotional intelligence, like a military intelligence. You need to know your customer very well. Very few people do that kind of work. I think it's a very cut-and-paste kind of an approach that has been practiced by a lot of people on a lot of webinars. But here at E4M, we always bring you something different, a conversation that is different from what you would hear on other panels and webinars. Today, we are going to talk to two evangelists, Anjul Tiagi and Averub Das, who are, they call themselves the evangelists at Kora. They don't believe in those titers, the fancy titers, and they will talk about the importance of contextual marketing, target marketing, emotional recommendation. What is, I just want to briefly tell you, what is the part to purchase for a customer? You don't go directly and buy, you don't listen to the salesperson directly. You do your own bit of research. It's a layer in between. That layer is very important. That's, that warms up, that warms you up for that sale, that purchase. And that's where these two young entrepreneurs function. So, briefly, they're going to talk about what target marketing is, what Kora is doing in this space, how it is different from other marketing approaches. That's what they're going to talk about. But before that, I want to announce that we are running some polls. So while this conversation goes on, it will be up on your screen shortly, and you can also share your thoughts. And you can also ask some targeted questions. You have the experts here. You will have any questions on target marketing, they will be keen to answer, which will take to us the end of it. And we are live on Facebook, Twitter. You can also drop in your questions here. So without further ado, I would hand it over to Anjul and I'll just bring up that poll slide first and before you start. This is the first poll slide. What kind of platform is Kora? And there are options you can put in your answers here and over to you. Thank you so much, Rohail. That was a very warm and relevant introduction. Hey guys, welcome to this webinar. And what we're just going to do is, without further ado, jump into a presentation. So I'll start sharing my screen now. I hope you all can see my screen. Cool. So thank you again, Rohail. That was very, very warm and very, very relevant. So yes, just to cover what we are essentially focusing on today, we're looking at the importance of target marketing. And then we're looking at how target marketing and Kora are entwined together. We will then focus on the audience on Kora itself, specifically in India. And lastly, we will look at how, therefore, advertisers can drive their ROI goals on our platform. So to start with, what is target marketing? We hear this term fairly often, but sometimes the nuance gets missed. So to encapsulate, target marketing is all about breaking a market into segments, where you can focus your marketing efforts on customers who require, whose requirements closely match your products or services. So you're not targeting the entire audience that is available to you and hoping that the same messaging will deliver across all of the diverse audiences that are present to you. But instead, you focus your marketing efforts, you channelize them into segments. And this is typically divided into two ways of achieving the desired results. One is, of course, layers of demographic targeting, which is all about identifying the audience via their behavior in the entire online universe that involves extended audience networks that involves cookie placement. But as we all know, the world is moving away from that browser based cookies, et cetera, will probably come to an end by around 2022. So what's next? How do we continue to present relevant messages to relevant audiences within specific segments? So the other aspect is contextual and behavioral in nature in terms of being able to target audiences at a point of time when they're receptive with relevant messaging. So how is target marketing therefore important? Targeting your audience at the right time and with the right context means that you're then targeting an audience, especially when they're the most receptive. We all know today that especially as far as online advertising is concerned, we see a plethora of messaging across all websites, apps, and other platforms, which is largely consistent simply because of the fact that we're only looking at identifying audiences and their demographics as opposed to tailoring messages with the right context. But differentiating yourself with the right context ensures that you're only reaching out to the audience at that point in time when they want to know more about your products and services. That naturally results in you being able to attract higher and better quality leads from your audiences because they're naturally more curious about your products and services simply because you've reached out to them at that time and with the right context as in when they were actually looking for relevant information related to your business. You therefore get to stand out because you had pre-identified your audience buckets and you tailored your messaging and you tailored your delivery. You will therefore be able to build in far greater customer engagement and you will see that customers naturally respond to you because they were already leaned in at the time when your messaging was delivered and that allows you to essentially stay focused on your most receptive audience by iterating on the messaging that you deliver to ensure that you're always relevant to your most valuable audience. So we come to what is Cora and why do people come to the platform? Now Cora is fairly popular in India so I'm guessing most of you would be aware of what the platform stands for and why people use it but essentially people come to Cora to share knowledge and learn about the world. Cora connects the knowledge seekers with the subject matter experts. So excuse me guys just need to close this window. Why are people typically coming to Cora? They're coming to Cora to be able to evaluate products. They're coming to conduct research. They're coming with a specific purpose of sharing their knowledge. They're coming to find community amidst other users who've had similar experiences. So you'll see that people are typically coming to Cora with a very set pre-defined rationale or reason and that allows us to therefore have a platform which has a very high intent audience. How we're differentiated today from most of the digital and social ecosystem is that Cora is neither purely a social platform nor is it purely a search platform. It's an amalgamation of both of these intents because no one's coming to Cora to passively browse either family photos or cat videos. At the same time no one's coming to Cora very crucially after they've already made up their mind, after they've already taken a decision. Instead people are coming to Cora at that particular point in time when they're about to make a decision and they want to inform their decision making process with credible and reliable opinions that they can find on Cora. That's the value that they find in the platform and therefore as businesses when you're present on Cora in a contextually relevant environment at the right time you get to essentially influence the decision making journey of your customers while they're about to make that decision. So if you look at what the audience on Cora especially in India looks like we have already crossed a hundred million monthly active users on the platform in India. Cora's user base in India is second only to our user base in the US where we have about 140 monthly active users. We became very large in the country very early on and we've only grown substantially ever since. If you look at the age bifurcation of this audience on the platform it's a good balance between a fairly millennial audience as well as a mature audience on the platform. So if you look at the 18 to 34 age group that's about 70 plus percent of our audience but if you also look at the 25 to 54 age group that's about 60 percent of our audience. So fair balance between the millennials and the more mature audiences on the platform. Then if you look at the gender bifurcation for Cora in India here you can see that we are a bit of a pleasant anomaly in comparison to most of the digital and social landscape in the country. So while typically most social or digital platforms in the country and globally typically have a far higher male skew on Cora as you can see this is far more gender neutral in terms of distribution and we like to believe that that's because Cora was constituted with a policy called BNPR which stands for be nice, be respectful. So there are three levels of moderation that all Cora content gets passed through. There is automated moderation in the form of machine learning algorithms. There is manual moderation in the form of an extended moderation community and after that there is also user generated moderation where users can flag low quality content and when they do that that content when it is downloaded or reported it automatically gets collapsed. Because of these safety mechanisms that we built in we typically see that Cora is a safer environment for people of all hues and colors to come and contribute as well as consume content in. If you look at the usage stats on Cora this is fairly similar to what the overall digital landscape today looks like. So desktop usage is at a lower 15 percent whereas mobile usage is at a much higher 85 percent. If you look at time spent on Cora 40 plus minutes are spent daily on the Cora app. App users comprise our co-users so they're deeply embedded into the engagement loop on the platform and as a result typically spent a lot more time on the platform. However if you look at the total or average time spent on mobile which excludes app usage even that time is over 15 plus minutes. This usage is via people coming through search or via our Mweb version and the reason for this being so high as well is again linked to the high intent nature of our audience. Where users are coming to Cora with a very specific purpose in mind to conduct research to evaluate products find community to share their own knowledge and because of that till the time they haven't actually accomplished any of these goals that they specifically came to Cora for they won't traditionally move away from the platform leading to a greater average time spent on Cora. Finally if you look at the unduplicated India reach across a lot of the prominent platforms today where you're all probably advertising at the moment. If you look at say for example LinkedIn, Reddit, Twitter, Pinterest and Facebook we actually have a very high level of unduplicated audience across these platforms. What I mean by that is 68% of Cora's audience is not present on LinkedIn 90% of Cora's audience is not present on Twitter 82% of Cora's audience is not present on Twitter and Pinterest and 34% of Cora's audience is not present on Facebook. If you look at the content consumption as well as creation across a variety of categories right these are the typical consumption patterns across so many different categories on Cora and while this is global nature you can see that there are certain specific kinds of topics which are surfacing here primarily because of the Indian interest across these topics right. So you can see that while there is something like everyday life and dating and relationships and higher education in politics there's also Bollywood and cricket and entertainment where primarily the audience comes from India. Similarly there's something called cultural traditions etc so a fair mix of categories and content consumption on the platform. If you look at the India specific data points as well cutting cross categories right France for example is one of the most popular topic areas in Cora and we'll just quickly go through each of these categories and the typical consumption patterns. What you're seeing on your left hand side here is a screenshot of the finance topic on Cora. Now while most of you may be aware of the question and answer format of the platform what many don't know is that whenever a user contributes a question or an answer on the platform they get to tag those questions and answers with what we call topics. So topics are a form of categorization of content because each topic exists as its own page on Cora where you can then go through all the questions and answers that have been tagged against that specific topic. Not only that you can answer specific unanswered questions within the topic. You can see the most viewed writers within a specific topic and you can also see related or associated topics to that particular topic that you're browsing. Plus you can actually follow a specific topic to receive content in your home feed tailored from that topic and also receive notifications from popular content within that topic. So think of a topic essentially as a high powered version of a hashtag where you can do so much more than just find all say tweets or posts etc. comprising a specific hashtag within the topic. You can do that much more in terms of browsing content related to that specific topic or receiving content related to that specific topic. So for finance as a category over 30 million answer views in Q1 of 2020 alone. Over 21 million followers of finance topics and over 365,000 questions. Similarly banking specifically as a category within finance as well over 31 million answer views in India alone in Q1 of 2020 over 2.3 million followers of the topic and over 356,000 questions. Insurance specifically as a category again absolutely massive. Five million answer views in Q1 of 2020 over 98,000 followers over 116,000 questions. If you look at education as a category again it's absolutely massive. It's one of the biggest categories of content creation consumption on global and in India also as you can see over 38 million answer of content views in Q1 of 2020 alone with over 16 million followers of education related topics and over 1 million questions answered on the platform. Similarly software and science as a category is also massive on the platform with over 7 million answer views in India alone and over 1.6 million followers and then we have over 300,000 questions against this topic. Even in B2B as a category lots and lots of answer views you can see as the slide none see it's over 200,000 India answer views in Q1 of 2020 with over 300,000 followers and 13,000 questions and you can see some of the questions that get asked within these specific topic sections. So we come to how do you as a business therefore leverage not just this significant audience size but also all of this audience intent that is absolutely unique to Quora and what is also unique is how Quora minds all of this audience intent on the platform. So while I will showcase to you what are the products through which you can leverage this Anjul will take over in terms of also explaining how you can reach that relevant audience to double down on target marketing within the Quora ecosystem. So three very simple ways to leverage Quora advertising. The easiest way to get started on the platform is what you see on the left-hand side here which is text and image ads. This is a plug-and-play solution we are the self-serve platform so you can start with traffic campaigns or performance campaigns literally from the word code. You do not even need to have a profile on Quora in order to be able to do this. You just need to reach out to us and we enable a credit line for you and then you can get started with performance goals or with traffic generation purposes. Then we have what we call the promoted answers feature which requires you to be creating content on the platform and then finally what we have is the most evolved approach that you can take right now where you can create a business profile on Quora. This is still a beta feature at the moment and once you've created a business profile then you can start answering questions from that business page on Quora and then you can promote those answers as well as in parallel run text and image ads for your performance goals. So we quickly cover each of these ad types. Text ads are the most functional and one of the most native ad formats on the platform. What you get is very similar to what you have across other PPC platforms where there is a headline copy and a body copy. The headline can be up to 65 characters. The body copy can be up to 105 characters and you have a call to action option that you can choose from. There are 16 different options that the ad manager gives you. Now both text and image ads are meant to direct traffic onto your destination pages whether that be on say a landing page where you're collecting leads on a transaction page or onto your app etc. It's meant for you to redirect users onto your properties. So it's completely clickable while there's a call to action. Click anywhere on the ad unit and you will be redirected to your destination pages. And one recommendation that we always provide for both text and image ads is that you should always customize or AB test the creative to have a question and answer format as well where for example the headline copy becomes a question and the body copy becomes an answer. So for example if you look at this particular example it could have been customized into what are the smart luggage options for the modern traveler and the body copy provides the answer to that. The reason for this is that Kora is at the end of the day a question and answer format platform. So when you customize it into questions and answers we've seen that engagement rates can significantly improve. So the image ads are very similar but also allow you to add a hero image within the creative itself and you also get to add a brand logo within the creative. So the same recommendations are there for image ads as well. Tiller it into a question and answer format for better engagement click anywhere on the image ad and it will redirect you to your destination pages. And one of those crucial aspect of image ads is that unlike other social and search platforms we do not have a restriction of only 20% of the image being restricted for any sort of copy to be added within the image. That is because a Kora is a textual platform by default so we didn't see any sense in keeping that restriction and we've actually seen in our internal test insights that having a certain amount of copy within the image especially when the ad unit is structured into a question and answer format can actually be quite useful in terms of deepening engagement levels with the image ad. So while you don't think that you cram the image entirely with text copies but certain kinds of tailoring where there's a certain amount of messaging that highlights say offer details and where the headline copy is a question but your image itself is the answer and the body copy simply provides more details can be a more insightful way to provide additional information for your users. Then we come to the most unique and native ad property on Kora which is called promoted answers. Now as you all may know the default content property on Kora is answering questions right. So what you come to do typically on Kora is either read answers or contribute answers or of course contribute questions because both are equally important to us but what Kora allows you to do as a business is it allows you to promote answers so as to boost your content visibility as well as the engagement levels that you have both across your answers as well as your profile. So like I was mentioning Kora has now very recently launched a business profile feature as well which is still in beta it will come out of beta probably sometime in the middle of this particular quarter itself but at the moment if any business is interested in launching a beta or a business profile you can definitely reach out to us and we can certainly help you and guide you along that process but you can start creating content on the platform to qualify your users directly within the Kora ecosystem itself because people come to Kora to find credible and reliable opinions on the platform so when you promote an answer you will not as a user be taken outside of Kora as a platform but instead the experience will be that upon clicking upon the answer the answer expands so that there's the question but there's only the brand's answer to that particular question and then the brand's profile details at the bottom of that specific answer so that the user can engage fully with the content as well as navigate to the profile and read other answers or other content that the brand has created so the best approach to take when you're creating content from a credibility and reliability perspective because as a business is to take the thought leadership approach or the knowledge sharing approach because you shouldn't make your answers to transactional in nature instead building thought leadership in your category or directly answering questions about your products and businesses as an authority figure is the best approach from a content creation perspective to allow you to grow top of funnel awareness for your products so there is what we refer to as a Kora flywheel a process in terms of how you organically start creating content on the platform when you share your knowledge you engage with high intent audiences eventually right to discover your content and as a result the process is that gradually over a period of time users start recognizing you as a thought leader within your space but what the promoted answer actually does is that it accelerates this entire process by allowing you to reach out to relevant specifically targeted audiences directly at the point of time when you're contributing answers and therefore because of that added discoverability people start browsing your content start browsing your profile and there is accelerated engagement and establishment of thought leadership via the promoted answer feature so these are two examples of approaches that you can take with promoted answers one is that you contribute from the business profile so this here is a business profile this would probably be very tiny for you to be able to identify but this is a briefcase logo that appears across all business profiles to distinguish them from user profiles on the platform for other users so when you contribute content from a business profile take a thought leadership or knowledge sharing approach like for example what I've been developed is doing here or you can also have individuals what we call surrogates writing answers on your behalf where then that particular individual can address more subjective questions right that individual should typically be affiliated directly to the business because that again establishes the credibility and reliability of the answer but essentially think of it in this way when it is about answering questions objectively via thought leadership and knowledge sharing is an approach you should go for the business profile when it's about addressing more subjective questions that need human relatability and have a passion point perspective then answer those questions from an author profile or a writer profile or what we call a surrogate profile so these are two ways in which you can have these two different profiles what you see on the left side is a business profile that is what you're seeing on the right side is a user profile so you can create a business profile and write those answers from a thought leadership perspective or you can have a user profile and write answers from a more human connect kind of perspective finally around promoted answers you can also add gifs images as well as videos within the answer itself so while otherwise our ad formats do not permit video or gifs within the promoted answer you can actually integrate more rich media options if you have a gif that will autoplay a video does not autoplay but only plays on click but it plays natively within the answer itself so if you already for example have certain answers ready for questions that exist on the platform in the form of rich media alternatives you can easily address those questions in the form of videos add to your answers as well and then promote them and finally there is this one beta that I will quickly leave you guys with this hasn't rolled out to the market yet but it's what we call the lead gen form it's about to roll out sometime early next quarter this will allow you to collect better quality and a higher volume of leads directly from contextually relevant audiences within the platform as you can see here on the right side the experience is that when a user clicks upon the particular ad unit there are certain preset fields that you can define up to 12 such potential fields where you can collect more information from users and then via automated workflows or work flow integration with Zapier you can have all of those leads delivered to your CRM so we will give you more information on requests about this particular product as well but this is currently in beta can be tested out by a limited number of advertisers cool so that largely concludes the ad products now how do you reach your relevant audience on the platform is going to be something that Anjul will shed more light on so I will stop sharing my screen here and leave the floor open to control thank you so much Avirup before we proceed I just want to bring up the second slide of the poll that we're doing quickly and I'm just doing it all right okay it will be on your screen shortly so over to you Anjul we are also getting a lot of questions so we'll keep some time for those questions as well as that over to you thank you thanks Avirup for highlighting the highlighting all the good things about Kora so now moving on we'll be talking about you know how do we make use of all the options which are available on Kora and how do we reach out to the target audience and measure success on the platform so as you can see here we broadly categorize targeting and into four different buckets on Kora starting with contextual behavioral audience and broad broadly covering what each one of it means is on Kora contextual targeting means that we reach out to our users you know who are currently reading about any particular content or any particular topic that we want to target on Kora so which is a real-time targeting if we look at behavioral behavioral goes back a little into history where where a user had engagement history with any of the subject or any of the content that we would like to you know target in the past 30 days audience targeting is something where we let you create your bucket of audience which might have worked with you or engaged with you in the past and broad is where we typically allow you to reach out to each and every user on Kora so these are the primary options which are available in addition to this we do have secondary targeting option where you can layer the primary targeting along with options like a device that you might want to target a location which you might want to include or let's say a particular browser which you want to add as well on top of that there are options where you can exclude certain parameters for example you do not want a certain set of keyword or a certain set of question where your ads to be shown so we do provide an option where you can exclude that as well now let's deep dive further into each of the category as we just discussed so the number one which we covered is contextual targeting and as if you can see on the screen within contextual targeting we have topic keyword and question targeting so topic targeting is one of the most widely accepted contextual targeting firm on Kora and is very very popular within our advertisers reason being it not only provides a reach a scale that all of us want but it also maintains the contextual relevancy which is very very important when we talk about achieving our advertising goals now let's take an example let's say I'm reading about career development as a topic onto the platform and as and when I'm still there on the on the topic I see an ad from let's say a college an institution or an organization which allows me to upscale so that moment that ad is contextually relevant for me which is what topic topic targeting enables us to do on the left if you see there's a video which is which is playing which is just nothing but a screenshot of the ads manager which I'll be talking about in the in the couple of next slides moving on to keyword targeting so keyword targeting is also a form of contextual targeting where we allow the advertisers to list down a set of question sorry a set of keywords which can be later on seen in in in question that you wish to target in question targeting which shows this it is the most granular form of targeting which is available onto the platform where it allows advertisers to specifically target a certain set of questions where you want your ads to be seen moving on to audience targeting so as as discussed audience targeting can be clubbed into website traffic audience lookalike audience and list match audience as we see website audience is nothing but a set of audience which has engaged which must have engaged with your website in the past you can opt to either target the entire set of audience or you know choose a specific set which you know probably a specific url or specific landing page that you might want to target lookalike audience is something where you can create an audience bucket based on you know the audience that have already worked for you in the in the core ads manager and list match audience is is something where you can upload a set of email IDs as on kora we capture email addresses when we when when a user logs in or creates an account so you can upload a set of email IDs which can later be used to find found similar set of audience and and that's how we move on with the targeting as a form of behavioral targeting we have interest targeting keyword history targeting and question targeting now behavioral targeting is is a slight extension of contextual targeting which has a larger scale but it is not real time it it depends on the engagement a user must have shown in the past you know in the past certain period on kora typically by default we have it for 30 days now talking about address in in detail interest targeting targets the users you know who have shown or engaged with a certain set of topic or content in the past it could be any level of engagement let's say reading about a certain topic or content engaging with a question answering or up voting any any content which is available on the platform both keyword history and question history targeting are very very important you know because it's somewhere it's somewhere allows us to you know reach the audience which which has shown strong content strong intent of engaging with the content in the past so keyword history and question history allows us to retarget the users who have engaged with a particular set of question or particular set of keyword in the past with broad targeting as we just said that this is something where it is great in in terms of reaching out to each and every user on kora this is very specifically used by advertisers when it comes to you know traffic generation or awareness campaigns as i've covered in the couple of slides before that you know how moderation is taken very very seriously onto the platform so we have a very very robust moderation team in place which takes care of how content goes onto the platform and the the great thing to see is how each and every user on kora takes you know a great ownership of reporting content as well so we have a we have a strong policy known as be nice be respectful uh onto the platform which means that the content not only goes through a manual process or an automated process it has been flagged by individuals as well so that is why we will you will always see the quality of content that we see onto the platform is really great and relevant now how how do we once we have decided that what targeting options we are going to use how do we select that which bidding method which bidding method is most suitable for us as depending on our our advertising goals so to begin with we we recommend starting with the cost per click method which allows you know kora platform to understand the user audience which is engaging with the content with the ads that we are hosting onto the platform once we we have the understanding of what audience is engaging we we can always move on to the cpa action goal which is which is available in addition to that we do we do have cpm as one of the bidding method which is available while setting up campaigns we do recommend making use of the tools which are available one of the most important tool being the the tracking pixel because once we have the tracking mechanism in place that is where it it makes it much much easier for the platform to understand what kind of audience engages what is the success rate what how how do i amplify the effect and how do i make sure that we we provide more and more relevant users engage with your content or with your creatives so these are some of the things for example setting up advance match or conversion window these are something that we take on case to case basis so depending on the the goal or requirement is how we we can discuss this at a later stage now talking about where do we see the ads when where do we see the targeting we have a pretty strong tool called kora ads manager which allows us to create campaigns monitor the performance you know observe the data real-time understand you know how each metrics is performing and also you know optimize and make make recommendation make changes on the go what we also have is a great auction you know a great way to understand how our ads are performing with auction insights which is pretty unique to kora which which basically helps us understand that what's what percentage of the audience am i able to reach of that what is the kind of impact that i've been able to make once we have that data which which really helps us you know change gears or and make changes which ultimately helps us derive a better performance these are some of our marketing partners which we have already tied up with things we have some of the very popular partners are like google tag manager branch whichever etc these come in to use at different stages of the campaigns these are some of the brands which are already there on kora these are just a few as we cannot list everything over here but some of the options some of the brands that are already leveraging kora and and have seen great success with us i'm going to stop now and just see if we have any set of questions sorry thank you angel thank you for this wonderful presentation truly a goldmine of information so much to learn and so much for the brands to leverage we don't have a lot of questions however given the time that we have chosen some so i can start maybe we can all have you on screen both of you and i'll start my questions first question i'll ask you abhi rope it is from inakshi dasgupta what about food conversation health and wellness conversation what's the what are the stats the deck we email will have health and wellness c 69 million topic views and that's the question basically got it got it yes so that is also a massive category on india and on health and wellness and kora in fact so that is one of the key categories that has seen an explosion over the last six months right especially obviously because of the concerns around kovat 19 and you know what people are doing to adapt to those concerns and how they need to take care of themselves given the present lockdown scenarios right so we have seen massive growth there and you know for any advertisers or for any brand who needs to understand what about those categories we can you know share very relevant data specifically focusing on say the category of information that is relevant to them but yes a massive category of content consumption on the platform at the moment right uh this is abhi rope for you again this question from kalyani vatak what is the criteria for call to action links i think i think that's what she means to say it is for you sure so call to action links can essentially be embedded within of course the image and text ad units so there are 16 different call to action buttons within these ad units which can essentially be customized for the messaging that you want to deliver so let's say that for example you want to drive audiences towards the subscription of your services so you can actually tailor it to having by now as the call to action option or for example if you want to generate leads then you can drive the call to action learn more or if you want say from a bfsi advertisers perspective you want people to get quotes so we have a specific call to action saying get quotes right so within the image and text ad units we have each of these specific call to actions that are already predefined and even apart from that if you're doing answers you can always add links to the answer itself in your content as a footnote we don't recommend that answers are spammed with links all across but you can after you've answered the question comprehensively add links and footnotes as well to drive users to your destination pages right for you Anjul the question is from RM is only written is Hindi content also translated into other languages basically regionals yeah so we do have you know a bunch of regional languages however that's not something we are monetizing at the moment and no there is no that's not getting translated to English at the moment each and every vernacular language is treated you know individually onto the platform okay he has a follow-up question again can a person who opted for English as primary language follow a person whose language preference is a different language absolutely so we do not restrict a user you know depending on what is your preferred language you are absolutely free to navigate onto the platform and you know look around who can influence you you know what's what type of content you would like to read and so on so that's totally up to a user what they want to read and who they want to follow right so I have another question so whoever wants to take this what is the name is not good what is the maximum size of video that can be attached to an answer so there's no limit there so within an answer you can add whatever video that you want to embed from other platforms right because we are not a native video platform we don't have a native video player that means that we don't have any restrictions of our own so you can just embed your youtube link or your video link or any other video platform that you're currently running your videos on within the answer and that will play just like it would within that native video player so no specific restrictions there ready mithal has this question how do we see the performance of image ads in fora so that's exactly what Anjul I think took us through in terms of being able to see on the self-serve ads manager all the details around how your image ads are actually performing where you can effectively look at the cpcs the ctrs you can ab test with different kinds of creative formats different images different headlines and seconds copies and analyze which ones are performing better and the system also optimizes for producing results and delivering more impressions and traffic to the creatives that work better we have time we'll take more questions there's a question what is kora's policy on media dark categories like alcobe or tobacco what is your policy on there sure so great question so at the moment we do have certain restrictions on these kind of categories so you cannot directly advertise for these products just as is the case with the larger online ad industry but on a case-to-case basis if there is surrogate messaging that is being put out by these advertisers where it's not directly linked to the tobacco product or not directly linked to say the alcohol beverage product then we can take a look and we can accommodate exceptions but by and large the category does have restrictions if the direct products are being advertised right uh this is our question uh one second yes what should be the minimum ad spend budget what will be the reach criteria sure so a recommended pilot budget is in the three to five lakh range especially around performance campaigns that's primarily because this is a budget that we've seen works best when you want to scale your campaigns with the right kind of efficiency because what the system needs is both time as well as the necessary budgets to deliver on your performance goals because kora's learning mechanism is one where it will first look at a broader audience and then after identifying the audience that performs scale on efficiency right there's a question from dushar gaga bay uh is remarketing possible through kora pixels absolutely yeah go for it and i will take this yes so definitely so as uh you know i'm sorry if i i miss covering that point so definitely so having pixel in places is is a must-have feature you know that we insist all our performance advertisers to implement and yes remarketing is possible in fact uh there are more ways of you know utilizing the pixel not just remarketing but also understanding that you know how each and every ad is performing onto the platform and how can we define you know our next steps based on that so yep a pixel has more and more roles to play you know i'm getting so many questions honestly it's such a lovely scene to see i hope we can answer as many there's one from sujisha i have a travel company which audience targeting option will be more relevant to me so suji i would love to connect with you one on one after this call i think there we can have a longer discussion but you know so travel as a is an interesting category so we can obviously have people directly who have engaged with you know topics like travel backpacking etc etc on the contrary you know it is important to find out secondary uh you know interest options like let's say i what do i need when i travel i need a camp right so i need to figure out options that how do i how do i commute what are some of the things that are very very relevant for travel but yes there are more that i can share maybe chat one and one but not on the platform uh priya priya jane has a question what would you recommend to start a new campaign with behavioral targeting or first test the contextual options and let's understand what works better for the brand on kora well i love this question so in fact priya both options should go hand in hand because you know we speak strongly strongly recommend starting with both because what happens is as we say contextual gives you an audience that is absolutely focused and intended you know to to do or you know to immediately engage with what you're trying to present however behavioral is equally important because sometimes what happened we are not very quick in in making a decision so it obviously takes us some time to read research so having both contextual and you know behavioral goes hand in hand and at times we have been surprised where we've seen behavioral going way better than contextual so i would recommend starting with both and as in when we matured in the campaign we will be in a better position to take a call whether which one works for us over the other so seven minutes and 50 questions i have but i won't be able to do all of them so as many it's a current jodani has a question how can one promote normal profiles on kora also do we need to set an ad account for that what is the budget i think that was like minimum but he has this you know sure sure so angel i'll take this one very quickly so you can promote a usual profile on kora just in the way that you would promote a business profile on the platform essentially promotion is in the form of promoting content via the promoted answers product right so there's no way to just directly promote a profile for follower acquisition like you would perhaps on other platforms but that's because the pattern of engagement on kora is one where people first discover your content and then decide whether or not your profile is worth following for engaging on a more regular basis so our ad product is also designed in the same way where you can promote your answers to relevant audiences using the targeting parameters that anju just covered and then people will automatically start following your profiles on the basis of the kind of relevance that they're seeing in your content and yes we would need to set up a deadline for you to be able to do that the pilot budget recommendations have already been mentioned you can try with something like that you can try with something higher depending upon like what level of engagement you're seeing and the results that you're driving out of the product right raja bala super money and has a question can you give us examples of brands that have started conversation successfully on kora especially in the area of finance sure thing so finance has actually been very active on kora from even before when we became officially active in india which is first of paper 2020 so we have businesses such as state bank of india icsi prudential mutual fund hdfc life and many other businesses who've not only established their own profiles on the platform but regularly contribute content and also advertise with image and text ads to generate performance so bfci and education actually happened to be two of our largest categories while we've diversified with many other categories as well on the platform from an advertising standpoint right uh kamal such nani uh how relevant is kora marketing for a b2b tech product introduced in a largely archaic industry such as media production so great question there so the relevance of kora really is about finding the right audience on the platform right so b2b actually happens to be one of the categories which is one of our strong points because in the b2b category you will find that a lot of users come to do research on the platform even on niche topics such as yours right so if we can find and we can you know connect on this offline like anjini has mentioned as well but what can be done here is that for any specific requirement we look at say the relevant topics and the questions and keywords available on the platform which indicates to us the audience available for that specific topic of discussion and then we are able to target accordingly to deliver more relevant results so many questions i can start a quiz show after this so there's one more which is from sm minakshi which is more effective for travel category cpc cpm or cpa ctl hmm i'll tell you what i mean yes so uh so uh to okay so i think uh we typically would recommend starting everything with the cost per click cpc as we just covered in a couple of slides back reason being because um it's kora is a rtb platform and it is very very important to understand that you know who are our who our audience is and what's what kind of competition do we have in this space etc etc also uh why we should start any campaign with the cost per click is because it allows our system to go through a learning phase which is very very beneficial for any campaign journey in the longer term because only once a system or the other platform understands you know your requirement is when we will be able to replicate the same and amplify the same behavior to give you you know similar results you know at a lesser price or you know another more optimized price in the longer run so to answer your question in short start with cpc and then explore other options as you go forward two more minutes so we have a question is can we see india specific questions is there such filter on kora sure so the thing is what you get to see especially within the ad manager is the india specific audience on questions as well as topics and other keywords the thing is by definition all content on kora is global in nature it is not restricted to a specific geo but when you're advertising on the platform you will be able to see the audience on that specific set of questions for that specific set of topics that is within your relevant geo that could be an india specific audience that could be a state level audience that could be even city specific audiences or you could target to audiences globally as well so while the content is global the targeting is definitely local there's a question the username is not given what scenario would you use a business profile or in what scenario is it better to use an expert to answer a promoted question sure so very quickly because i think we have only one minute left essentially it's all about determining on the basis of what would be the most reliable credible way to answer a question so the shorthand rule is that when the question is objective in nature and then the perspective is thought leadership and knowledge sharing then the business profile is the better way to approach those questions whereas when the question is slightly more subjective in nature let's say that there is a comparison between three different grants then an executive associated with the business who presents from a humane perspective right a relatable perspective why they believe their business has certain trump cards etc and was designed in a specific way those kind of subjective questions can be answered better from a user profile so that's the shorthand rule subjective user profiles objective this profile thank you thank you we're out of time and we still have a lot of questions we'll try to send it across to you it's been a great discussion and so much to learn and so much to apply actually you know sure thank you almost again for your time for this conversation thanks a lot Roheli team and thank you so much attendance it was absolutely a pleasure interacting with all of you thank you thanks a lot everyone