This document summarizes a presentation on mobile advertising. It begins with an introduction to mobile advertising and how it has become an innovative new medium. It then provides an overview of the Indian mobile industry and market size. The document defines and distinguishes between push and pull mobile advertising. It outlines benefits like cost, flexibility and personalization compared to traditional advertising. Potential limitations and guidelines for mobile ads are also discussed. Examples of effective mobile advertising campaigns by companies like Reebok are presented. The future of mobile being a $13 billion industry by 2013 is projected.

1. Mobile AdvertisementPaper presentation by R. Mothi Kiruba ShankaratCARE School of Business Management – 17 April 2010

2. Outline of PresentationIntroductionMobile advertisingGuidelines for mobile advertisingIntrusion advertisingPrevention of intrusionBenefits & limitationsExamples & casesFuture of mobile advertising

3. IntroductionConventional method of advertising. Transformation in business scenario.Latest innovation – Mobile as a medium.Place and time no matter.

4. Indian mobile industry-overviewThe cellular operators association of India released its revised forecast, which is as follows,

5. Indian mobile industry-overviewCellular 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)

6. 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.” -MMAIt is classified in to two types,Push AdvertisingPull Advertising

7. Mobile Push & Pull advertisingPUSH ADVERTISINGSending advertisement message without their request.

8. Ex: talk time offer, VAS messages.PULL ADVERTISINGSending advertisement message on customer’s request.

9. Missed call alert, offer message from apparel shop.Benefits compared to traditional forms of advertisingCost FlexibilityPersonalization/Targeted.Feedback is immediate

10. Benefits compared to traditional forms of advertising…Permission based advertisingAnytime and anywhereFaster reachMessage forwarding

11. Limitations compared to traditional forms of advertisingIntrusion advertising.Message content is limited.Visual display vs TV advertising. (3G?)Illiteracy. Casual attitude of people.

12. Guidelines for mobile advertisementAdvertisements can be in the form of text link and graphic banners.FormsClick to call Click to order brochure.Click to enter contest/competition.Click to receive mobile coupon.Click to buy.Click to download/forward content.

13. 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 5:3:1Banner 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.

14. Intrusion advertisingIrritation of getting junk advertisement messages.Getting unimportant advertisements when involved in an important job.

15. Preventing Intrusion AdvertisingMapping of customer requirement and advertisers offerings.

16. Max New York Life insurance, Adidas, Reliance digitalNetcore-MyTodayUser is given option to select services.

17. 100 brands,3 lakh subscription/ month.Examples

18. Case study - ReebokObjective

19. Mkhoj solution

20. Gift a jersey.

21. Outcome.Future of Mobile Advertising2013-$13 Billion dollar business.3G revolution.InMobi - $100mn.Bright future.