Paytm Ads Ecosystem – India's Super App

~333 Mn Transacting users on Largest targeting for SMBs ~ 21Mn

Investors: Stocks, MFs, IPOs, NPS ~8Mn
Display & Video Ad formats*

Serious Gamers ~ 19 Mn Millennials, Music, Gigs & more ~ 25 Mn

*Video ads targeted to Paytm users on the Audience Network

Paytm Ads – Growing exponentially

333mn+ Registered Audience 22mn+ merchants network

One of the biggest transacting audience in One of the country’s biggest and fastest
Indian mobile app ecosystem growing merchant network

200+ Transaction Signals 3bn+ monthly impressions

Broad range of signals from daily life real One of the highest impressions serving
time signals to investment spends. portfolio in the industry through multiple
business apps.

15+ Video partnerships 200+ happy advertisers

Best in the Industry video distribution Active and ongoing advertisers from all
network layered on transaction based sectors ranging from FMCG, to BFSI to
customer segments. Consumer Electronics and Edutech.
 60%
User Footprint – Massive Reach 50% 50%
Location 40% 40% 40%City
40%
35%
30% 30%
30% 30%
Tier 1 Tier 2 Tier 3

60%
Diverse Customer Base 50% 50% 20%
Geographical
40%
Distribution 40% 40%
30% 30% 10% 35%

10%
20% 5%
5%
~600 MN+
Paytm - 600 mn Registered
Paytm Money. -8 mn Rooter - 10 mn Insider - 12 mn
Paytm - 600 mn Paytm
UsersMoney. -8 mn Rooter - 10 mn Insider - 12 mn
Language Gender
Age Demographics

English 73%

Hindi 19%

18 - 24 | 30% 25 - 34 | 45% 35 - 44 | 20% 45+ | 5% Others

80% | 20% 8% 80% | 20%
*Tier 1: Top 14 cities
Tier 2: Everything between Tier 1 and Tier 3
Tier 3: less than 1mn population
 We Know our Customers

Play games on
Paytm app
E-newspaper

Shopping on Order ahead

Paytm app
One stop consumer
Book a cab
Buy Movie lifestyle destination
tickets
Entertainment Order food
ticketing Book Event
tickets
Book train
Streaming with tickets
Paytm First
Subscription Buy bus tickets
Book Buy Flight
Hotels tickets
Travel ticketing

Paytm Mall is a separate legal entity

 Audience segments - Broad Representation of over 200+ Data Signals for Targeting

Location & Demographics Paytm Transaction Signals Affluence & Premiumness Daily Lifestyle Expenditure

Age On Paytm - Users who transact on Search on Paytm Habitual Shoppers

City Paytm . For eg, a user purchases on Avg. Txn value and frequency on Monthly Phone & Utility Bills
Paytm Mall Paytm
Pin code School & College Fee
Appography based targeting
Gender Off Paytm - Users who transact Online Payments - Zomato, Uber, Big
Premium credit card holders basket etc
Education outside of Paytm using our Payment
Users who trade in Gold Travel expense - Flights, Train,
Language instrument. For eg, a user visits a
supermarket & pays through Paytm Frequent international travellers and Metros.
Parental Status lounge transactions.
Wallet Movie Booking audiences
Telecom Network Heavy spenders on the platform Financial services - Insurance, Credit
Surrogates - Users who purchase on Premium vehicle onwer cards
online platforms using Paytm Premium device owner Gaming - Affinity & Preferences
PG/Wallet
Full Funnel Impact – Awareness to Performance

Maximum Impact & Home Page Premium Banners

Top slots on the App with maximum
Reach Roadblocks
reach and huge impression burn.
Post Transaction Banners

Data layering via DSP

Maximize Recall via Videos on OTT platforms backed by
On OTT partner platform
Video Campaigns razor sharp multi layer targeting
On Open Exchange

Masterclass
Workshop Content creation, promotion and
Engage and Interact
Webinar curation with LIVE audience
Gaming Contests

Social Media Push

Growth marketing support to create
Propel Consideration Blogs Promotion
a parallel push and buzz.
Community interactions

Lead Gen Banners

Retarget and Portrait Tiles Interact with audience that has
Remarket Push Notification shown affinity to campaigns.
Search Ads

Scratch Card
Offer distribution Maximize ROI by driving real
Drive transactions
App Install measurable results.
Flash Sales Voucher
 Display
Property
Ads on Paytm
Showcase
Premium Placements on Home Page
HP ATF HP BTF and Icon Brand Page / Mini App

Video on
Autoplay

Brand
Page with
click out
links on
brand LP

OPPO

Best for : Best For: : Industry First Innovation for

Impact, Launch, High Reach,
Awareness campaigns
Unique Users: 18-20mn/day
impressions – 38-40mn/day
Est CTR – 0.5-0.7%
Brand Recall, Consideration, full funnel impact campaigns
Equity campaigns
Unique Users: 3.5 -4 Mn/day
Impressions: 5-6 Mn/day
Est CTR: 0.6-0.8%+
Deep Targeting/ Re-targeting on transacting users

Post Transaction Screen Push notifications and Potrait Tiles

Best for: High CTR/ Clicks, High Visits centric campaigns Best for: Retargeting, Notify Me, Sale day, Launch campaigns
Unique Users: 2.5-3 Mn / day Buy type : cpm / cpc/notification sent
Impressions: 5-6 Mn+ / day Impressions : 10 Mn+/day
Est. CTR: 1-1.5%+ Est. CTR: 2-3%+
Drive
Transactions
Property
• Scratch Cards
•
•
•
Showcase
Cashback offers
Gift Vouchers
Sale Vouchers
Driving Transactions through Scratch Cards

Scratch card voucher Offer distribution via User directed to Single click account Offer redemption on
on every transaction Scratch Card product LP creation (pre-filled) transaction page

Seamless online / In-app transaction journey

Driving Consideration and Purchases through Paytm benefits programs

Paytm Offers each time you prebook Early bird offers for users on Launch day
through wallet or UPI
Driving Purchases
Pre booking Partner

Drive Membership Benefits on Transactions

Win Paytm Offers purchase of Accessories

through Wallet/UPI Transaction offers to users buying JBL products
Mini Apps /
Brand Pages
Showcase your Product and
Content to India’s Largest Online
Transacting Audience
What are Paytm
Mini Apps?
MWeb/ PWA opening Your app enjoys all the
inside the Paytm App benefits of a native app

Fast, light, and Platform agnostic:

requires less storage Runs on iOS + android
 Paytm Mini Apps Benefits

Consumers Merchants

Become discoverable by Paytm’s

Get a native app experience
transacting users

Make secure transactions Own the platform experience and customers

Consume Content/Services
Run targeted campaigns to relevant audiences in
a feature rich Paytm ecosystem
LogIn and Checkout seamlessly
We are all about performance!
Shop Online Category
14% Month-over-Month
Transactions Growth Rate
5X

4X

Acquired 108K + new users in

3X
4 months
2X

25% of our transactions are

0
repeat transactions
 User experience flow on Mini App

Experience the native app

Seamless Checkout Process
experience

Single Login Process

• Your Paytm profile name

• Your phone number
• Your email

Allow
Deny Pay through Paytm

Allow
JBL
Good Earth
Run Targeted
Campaigns/Offers

Allow
Discover Hassle-free single sign on Ease of Payment via saved cards
Browse / Search for Products on JBL Mini App
JBL on Paytm Mini Program flow / different modes thru Paytm PG
Section
 QR for Mini Apps: Seamless
Offline to Online Bridge
Features:

● Link your custom QR Code (physical or digital) to your Mini Apps on

Paytm App

● When a user scans the QR from Paytm App, it will seamlessly

open the linked Mini App.

Key Benefits:

● Paytm app is already the most used “QR-Scanner” app in the country,
meaning users already instinctively use the app to scan QR codes

● You can link Paytm Mini Apps with your existing QR codes in
pamphlets, newspaper ads and stores - Run special loyalty campaigns

● Convert your offline user to online loyalist with 0 additional

investment!
Paytm QR: Process Flow

Your Paytm Mini App opens up

User scans your QR using (if scanned through Paytm)
Stickers and standees of your
Paytm or any other app
brand with Paytm branding Your native app opens up
(if scanned through other scanner)
Key Properties
Representational purpose only

Uber
Uber
Book your cab here

Uber
Book your cab here

Paytm Home Page Mini App Store Page Category Sections Trending Section
in Mini App
 Paytm DSP
Property
(Videos on 3P Network)
Showcase
Programmatic reach for video campaigns

23
 Paytm DSP – Video Distribution

Advertiser

Paytm
Ad
Audience
Exchange
Network

333 Mn+

Programmatically reach Paytm’s verified audiences using our deterministic transactional

audience cohorts for video campaigns
Industry Best distribution Network*

* Suggested Publishers
Why Paytm DSP
Innovations
Use Cases
• Property
Content
•
•
Showcase
Engagement
Gamification
• Interaction
• Jackpot
Making purpose BIG- Innovations @Paytm

Campaign
deliverables

80M
Impressions

3
Week
Campaign

Campaign results

0.71%
CTR for
participation

Discovery Unveil Educate Reward & Retain

6.7k
Users engaged
Using prominent Ad slot as a permanent destination for discovery. Engage with users with interactive
content. Triggering educative content at different levels of journey. Rewarding and incentivizing them for
engaging.
Making content engaging - Innovations @Paytm

Campaign
deliverables

57M
Impressions

3
Week
Campaign

Campaign results

0.77%
CTR for
participation

Discovery Unveil Educate Engage Reward & Retain

6.1k
Using prominent Ad slot as a permanent destination for discovery. Engage with users questionnaires, Users engaged

surveys, polls etc Triggering educative content at different levels of journey. Rewarding and incentivizing
them for engaging.
Gamification on another level- Innovations @Paytm

Campaign
deliverables

60M
Impressions

3
Week
Campaign

Campaign results

0.68%
CTR for
participation

Discovery Unveil Collect Engage : Stop Motion

Game
Reward & Retain
7.1k
Users played

Using prominent Ad slot as a permanent destination for discovery. Collecting leads data as part of
registration for participation. Engaging users in a very rich highly engaging gaming experience. Build brand
stickiness and interaction with users.
Redefining customization- Innovations @Paytm

Campaign
deliverables

100M
Impressions

2
Weeks
Campaign

Campaign results

1.18%
CTR for
participation

Discovery Unveil Personalize Making personalization

shareable 9.8L
Cards Shared

Using prominent Ad slot as a permanent destination for discovery. Engaging users to build their
personalized content with the rider to share the same with their contact list. Extremely effective for festive
and event based campaigns. Helps achieve virality + consideration of the brand.
Feeling lucky with a Jackpot– Innovation @Paytm

1. Jackpot is a User affinity based activation tool. Increase reach to Paytm users through
a high decibel campaign on the Paytm App. Campaign reach: ~35 Mn users
2. Two Components – Assured Offer and Bumper Prize
3. Minimum Prize value is 5L & Unit prize is min 10k
4. Assured Prize should be exclusive for Paytm users
5. Duration of the event : 1 Month
6. Participation is at 100 Points
Feeling Lucky - Spin the Wheel – Innovation @ Paytm

User Users opens Paytm App and Clicks button to Spin the
Gets a gift (Paytm Cash, Free
Registration tab for
capturing user info to share
Upon Verification a Thank
You SMS/ OBD goes to the

Journey
Session, Discount on user on the registered
Clicks Medibuddy Ad Banner wheel the gift details. Verification
purchase) number and Gift details on
SMS goes to the user.
the registered id
Getting Interactive – Innovations@ Paytm

User Users opens Paytm App and

Chatbot starts interaction
with the user and informs
Asks User to enter their
After User enter details a
Verification SMS goes to the
Upon Verification a Thank
You SMS/ OBD goes to the

Journey
Details so that Gift Details user on the registered
Clicks Medibuddy Ad Banner about the Gift they have user which they have to
can be shared. number and Gift details on
won. confirm with the chatbot.
the registered id
The everyday hook - BMI Calculator – Innovations@Paytm

User Users opens Paytm App and

BMI Calculator opens and
asks users to enter details to
Shows BMI results and asks
user to enter their Contact
After User enter details a
Upon Verification a Thank
You SMS/ OBD goes to the

Journey
Verification SMS goes to the user on the registered
Clicks Medibuddy Ad Banner calculate their BMI and get a details to receive their gift
user. number and Gift details on
Free Gift. details.
the registered id
Growth Marketing
Property
(PR/Social Media/Press)
Showcase
Social Media Reach

Followers – 1.2Mn Followers – 900k Followers – 3.5 Mn

Our Happy Advertisers

120+ 1Bn+ 82%

Campaigns Impressions Repeat
Thank you!

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