apps not adds,for mobile advertising

1. For Mobile Devices , Think Apps ,
Not Adds
-Harvard business article

2. Do we get irritated with Lilliputian ads on your
mobile?

3. Answer is a big
YES!!!
• We all get annoyed.

4. Why Mobile Ads don’t work?
People don’t like them.
-4/5 population think M.A(mobile advertisement) unacceptable.
There is no right side
-as on desktop computers , pop ups are visible .
“FAT FINGER” effects
-by mistake user land up on hyperlink of ads.

5. Then what is the remedy??
-Interact via apps not ads.
-Consumer don’t consider them as
adds.
-They value them for their functionality

6. Apps!!!-new way of adververtisement
-Cost efficient
-new revenue system

7. -mobile now accounts for 10% of the
time spent on media
-Advertisers spend 1% on M.A
-M.A budget is increasing
2012-$2.3 billion
2016-$11 billion

9. • IN 1940-50 ads on T.V came like radio Ads.
• IN 1990s ads on internet came as static pages.
• 2015-16 is the starting of M.A in INDIA.So we
need innovation

10. TIME SPEND BY MOBILE USERS
web browsers
On an average , user downloads 40 apps(out of milllions)
And uses 15 regularly.
-games n entertainment account for 42% of the time spent
-social network -31%.
apps

13. 5-Strategies for app adververtising!!
1. Add convenience
2. Offer unique value
3. Provide social value
4. Offer incentives
5. Entertain

14. Add convenience
They give great return on investment
Example,
-ESPN app lets its user to check scores .
-most airlines have mobile apps to check in n
monitor their flight status.
1

15. 3-constraints
1. CAN STRENTHEN RELATION SHIP With
existing customers but aren’t very attractive
to customers.
2. ESTABLISHED BRANDS have inherent
advantage- retention and engagement of
customer.
-not viable alternative for every customer
3.Harder to differentiate as all companies are
giving convenience.

16. 2.Offer unique value!!
• NIKE+ :App launched in 2006 for monitoring speed
,calories,distance with special chip in runner chips.
• App was free sensor shoes needed to be bought.
• 30%growth in running shoes sales in 2012.

17. 3.Provide social values.
• Ads interrupt user experience.
-whatsapp do not allow adds to intervene .there believe in “word by mouth“
Brian Acton(co-founder whatsapp) quoted
“We’re able to take our positive cash and reinvest it in our business – do R&D
on new platforms, hire great talent, rather than using our cash for
marketing and eyeballs. We don’t do any advertising. We build a product
that people will want to tell their friends about.”
• FB added its billionth user in oct
2012

18. 4.Offer incentives!!
• Short term promotions.
• So that consumer buy products or
“like” on fb.
example:
1.Coca-cola did so with promotion in
brazil in march 2012.
-machines were installed in the shape
of coca cola.
-on clicking photo though app
cunsumer gets 20 MB data

19. 5.Entertain
• Mobile user spend 40% of their mobile time on
games.
• Entertain customers..
example:
Red Bull created games such as Red-bull Kart
fighter
Red bull X-Fighters and Red bull Air force

20. Lets see recent
examples of app
in advertising…

21. How many of you were prompted to
watch Anurag Kashyap’s period
crime drama film Bombay Velvet
based on historian Gyan Prakash’s
book Mumbai Fables, after catching a
glimpse of the movie on Star
India’s mobile app Hotstar?

22. o This was the first time that
a bollywood movie had been
promoted on a mobile app
and it got viewers talking.
o Director/producer duo Karan
Johar and Anurag Kashyap
also ensured that it was
different from a TV promo.

23. Sony Entertainment
Television, part of television
broadcast company Multi
Screen Media (MSM),
premiered its mythology-
based series Sankat Mochan
Mahabali Hanumaan last
month on its mobile
application Sony LIV..

24. The online premiere took place
at 12 noon on May 4, eight
hours before it debuted on
television screens on prime-
time the same day.
This has now become a ritual as
every episode of the show is
first aired on the app,
followed by a telecast on TV.

25. e-tailer Myntra which last month
shut down its website and
morphed into a mobile app based
retailer, it is now the turn of news
and content players to go full
throttle on mobile.

27. These slides were
created by Yash
Mehrotra , IIT BHU as
part of an internship
done under the
guidance of Prof.
Sameer Mathur
(www.IIMInternship.com)