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Vas india mobile advertising - akhil minocha

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Mobile Advertising presentation delivered during VAS India 2012, April 2012

Mobile Advertising presentation delivered during VAS India 2012, April 2012

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Vas india mobile advertising - akhil minocha Presentation Transcript

  • 1. Mobile Advertising and Marketing– The future of Mobile Telephony? Akhil Minocha
  • 2. “Everything that can be invented has been invented” CHARLES H DUELL, COMMISSIONER OF PATENTS, 1899
  • 3. “There is a world market for maybe 5 computers” THOMAS WATSON CHAIRMAN OF IBM, 1943
  • 4. “No One” , he declared , “would want more than 640 K of RAM” BILL GATES, 1982
  • 5. BELIEVE IN THE FUTURE…….THE FUTURE IS HERE……….THE FUTURE IS NOW !
  • 6. Why Mobile - The Mobile Invasion Most people engage more with their phones than with their spouse At least 50% people have their phone within in 5ft distance while sleepingIts Personal Its Direct Its EngagingIt is in home It is out of homeIt is probably as interactive as you can get
  • 7. Mobile – The ultimate Swiss KnifeThe Customer has found the ultimate SwissKnife – Watch + Alarm clock – Portable Media Player – Internet Browser – Ticket substitute – Gaming device – Search device – Camera + Photo album – Pen drive – GPS + Map – Cricket / Stock Updates
  • 8. New Media Enabling ad inventory across multiple platforms Print Web TV SMS/ MMS Idle time Mobile TVRadio Mobile and Video Ringbac Adv. outdoor Applications/ downloads WAP/ mobile web Mobile Search
  • 9. What Advertisers Want• Increasing number of advertisers are looking to Mobile as a Media to reach their consumers• Most Big brands have tried Push SMS• Most of them are looking for better ways to reach targeted consumers
  • 10. The change has come …the change is nowMobile Advertising and marketing will eventually overtake onlineadvertising
  • 11. Mobile Advertising Industry to reach 24 Bn USDby 2015 INFORMAAsia Pacific will be the largest market contributingto the growth
  • 12. Publication houses - Challenges• Growth & Penetration• Distribution• Lack of InteractivityMobile Media – Opportunities• More Indians logon to the Internet using their Mobile Phones• Mobile as a media is the backbone of all interactive media• Widest reach across any media• Reach equivalent to any comparable media (Print or TV with less fragmentation)
  • 13. Publication houses - Challenges• Growth & Penetration• Distribution• Lack of InteractivityMobile Media – Opportunities• More Indians logon to the Internet using their Mobile Phones• Mobile as a media is the backbone of all interactive media• Widest reach across any media• Reach equivalent to any comparable media (Print or TV with less fragmentation)
  • 14. Why Mobile Advertising?• Mobile is highly personalized device, not a shared one• A lot more subscriber information is available• Ability to mine data and learn more based on user behavior and predictive correlation• High growth potential
  • 15. The 3 P’s – Pillars of Mobile Marketing• Permission - People will decide what they see/receive/engage with, so we need to ask their permission• Privacy - People will decide where their data is and how it is used, so we need to respect their privacy• Preference - People will decide what content they find relevant, so inference and assumption have a limited lifespan
  • 16. Mobile Advertising and Marketing Mobile Advertising : Mobile Marketing : Any form of advertising using mobile as Includes everything from Mobile the media channel Advertising plus few other things Mobile Search Engine Text Messaging websites Marketing Banner Video Mobile Advertising Advertising Commerce Ringtone Idle Screen Bluetooth / Answertones Advertising Marketing Primary Differentiator MOBILE ADVERTISING INVOLVES AD SALES / AD PLACEMENTMOBILE MARKETING INVOLVES CUSTOM CAMPAIGNS BY BRANDS, AGENCIES AND SERVICE PROVIDERS 16 USED INTERCHANGEABLY
  • 17. The Mobile Advertising Value Chain MarketingAdvertisers Agencies & Content Aggregators Device Wireless Enablers Subscribers/ Brands Media Providers Makers Operators Buyers Advertisers need… Targeting • Aggregated and specific customer information (e.g. age, gender, segment, lifestyle) Measurability • Ability to track consumer engagement by counting clicks vs. displays Relevance • Ads must be conveyed to the precise target in the right context … Location • Information on the consumer location to increase relevance of ads
  • 18. Examples of advertising functionality Banner or Display Interstitials ’pop ups’ Advertising Clickable, interactive and targeted  Show targeted advertisment ads while downloading games etc. Contextual, user group specific and / or location based
  • 19. Advertising functionality Examples of advertising functionality Contextual targeting via SMSUser is targeted Ads relevant to content and is displayed in non intrusivemanner
  • 20. SMS Marketing• User customized SMS Chasers based on details in the SMS alert SMS Alert SMS Chaser Account Bal in A/c Best interest rates xxxxx137 is Rs on FD 10.5 % for 400 100,000 on 8th Oct days. For more 2008 details visit nearest branch
  • 21. Mobile Advergaming• Mobile game created for Colgate MaxFresh• Promoted through website and WAP campaign.• Promoted both online and through SMS push
  • 22. Interactive Mobile AdsSMS2.0 window showing Ad banner stays when While message is being Full Screen Message withcontextual ad. This is message is being sent, teaser blows up interactivity Options. Thesetargeted to the user’s composed into full screen giving could include:demographic profile the entire screen area • Click to Call(gender, age, location) to the advertiser toand content interest communicate with the • Click to SMSareas. user • Go to WAP page
  • 23. Case Study -McDonalds – Mass Market Sweepstake An Innovative campaign that inspired Loyalty amongst customers
  • 24. The future of Mobile Advertising• Increase usage of Internet over Mobile – Almost all phones will browse• M-Commerce• Personalized offers through GPRS• Geographic targeting through Location based services• Ad funded video portals / Mobile TV will gain traction
  • 25. THANK YOU