Mobile Advertisement Paper presentation by R. Mothi Kiruba Shankar at CARE School of Business Management – 17 April 2010
Outline of Presentation Introduction Mobile advertising Guidelines for mobile advertising Intrusion advertising Prevention of intrusion Benefits & limitations Examples & cases Future of mobile advertising
Introduction Conventional method of advertising. Transformation in business scenario. Latest innovation – Mobile as a medium. Place and time no matter.
Indian mobile industry-overview The cellular operators association of India released its revised forecast, which is as follows,
Indian mobile industry-overview Cellular Operators Association of India- one mobile for every Indian. India-2nd largest in mobile subscription-560 million. Tariff war and favorable regulatory policies. Mobile value added service (MVAS)
Mobile Advertising “The business of encouraging people to buy products and services using the mobile phone channel as the medium to deliver the advertisement message.” -MMA It is classified in to two types, Push Advertising Pull Advertising
Mobile Push & Pull advertising PUSH ADVERTISING
Sending advertisement message without their request.
Ex: talk time offer, VAS messages.
Sending advertisement message on customer’s request.
Missed call alert, offer message from apparel shop.
Benefits compared to traditional forms of advertising Cost Flexibility Personalization/Targeted. Feedback is immediate
Benefits compared to traditional forms of advertising… Permission based advertising Anytime and anywhere Faster reach Message forwarding
Limitations compared to traditional forms of advertising Intrusion advertising. Message content is limited. Visual display vs TV advertising. (3G?) Illiteracy. Casual attitude of people.
Guidelines for mobile advertisement Advertisements can be in the form of text link and graphic banners. Forms Click to call Click to order brochure. Click to enter contest/competition. Click to receive mobile coupon. Click to buy. Click to download/forward content.
Guidelines for mobile advertisement… Charges: CPT (cost per thousand), CPC (cost per click), CPA (cost per action) and fixed position banner. Predefined dimensions on the mobile phone type. GIF or JPEG formats. Aspect ratio for mobile banner is 5:3:1 Banner ad side bar allowance should be given according to the screen width area. General guidelines on design principles and styles are also applicable for mobile advertising.
Intrusion advertising Irritation of getting junk advertisement messages. Getting unimportant advertisements when involved in an important job.
Preventing Intrusion Advertising
Mapping of customer requirement and advertisers offerings.
Max New York Life insurance, Adidas, Reliance digital
User is given option to select services.
100 brands,3 lakh subscription/ month.
Case study - Reebok
Gift a jersey.
Future of Mobile Advertising 2013-$13 Billion dollar business. 3G revolution. InMobi - $100mn. Bright future.
References Advertising Express, The ICFAI University Press, April 2009, page no: 32-33. Advertising Express, The ICFAI University Press, June 2009, page no: 60-62. Marketing Mastermind, The ICFAI University Press, November 2008, page: 14. Advertising Express, The ICFAI University Press, March 2008, page: 58-60. http://www.thehindubusinessline.com/2009/06/04/stories/2009060451750100.htm. http://www.expressindia.com/news/fullstory.php?newsid=61762. http://www.imediaconnection.com/asia/index.asp. http://mmaglobal.com/resources/case-studies. The Economic Times News paper, 30th March, 2010.