India’s biggest search engine, Baidu, today launched the world’s first fully mobile-optimised version of its ad platform.
Baidus ad platform is a new approach for the company that aims to enable its users to search and browse without having to touch their phones, tablets or PCs.
The platform will be launched in India in mid-December.
It is part of a wave of new initiatives by the company, including a push to improve its search engine and make its products more accessible to the public.
The launch comes as the search giant faces growing competition from Google in a space where it is now a dominant player, but has struggled to capture market share.
Baidu’s search engine was launched on April 12, 2016, and is now in use in over 40 countries.
It offers search options in a simplified interface and the ability to filter by search terms.
Its ad technology was first released in 2012.
Bidu was the first search engine to have its ads served from a smartphone, which helped it grow rapidly.
Its market share surged from 1 per cent in 2014 to over 8 per cent last year.
The new ad platform will offer a user-friendly interface similar to the desktop version, but it will offer an enhanced experience with contextual ads.BIDU is a big player in the Indian mobile advertising space, having made more than Rs 8,000 crore from the platform last year, according to the company.
The search engine also has a presence in Indonesia, Thailand and Vietnam, among other countries.
The mobile-first strategy is also likely to boost revenue.
It was announced in 2015, and Baiduu plans to spend Rs 1,200 crore this year on marketing and ad targeting.
The company’s goal is to reach 1 billion users by 2021, and the mobile ads market is expected to grow to $3 billion by 2025.
The platform will allow users to easily switch between different devices, including smartphones, tablets and PCs.