R. Mothi Kiruba Shankar presented a paper on mobile advertising at CARE School of Business Management on April 17, 2010. The presentation covered the introduction of mobile advertising, guidelines for mobile ads, issues with intrusive ads, benefits and limitations of mobile vs traditional advertising, and the future potential of the industry in India. Mobile advertising was defined as using mobile phones to deliver advertising messages to encourage product/service purchases. Push ads were described as unsolicited messages while pull ads were sent upon customer request. The presentation highlighted both the opportunities and challenges of the growing mobile advertising sector in India.

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Mobile Advertisement
Paper presentation by
R. Mothi Kiruba Shankar
at
CARE School of Business Management – 17 April 2010

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Outline of Presentation
• Introduction
• Mobile advertising
• Guidelines for mobile advertising
• Intrusion advertising
• Prevention of intrusion
• Benefits & limitations
• Examples & cases
• Future of mobile advertising

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

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Indian mobile industry-overview
• The cellular operators association of India released its revised forecast,
which is as follows,
Year Population
(Million)
Mobile
Density
Subscriber
Projection
2009 1184 37.15 493
2010 1201 46.54 626
2011 1218 55.84 761
2012 1233 64.69 893
2013 1249 72.86 1019
2014 1265 80.20 1136
2015 1281 86.66 1243

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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)

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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

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Mobile Push & Pull advertising
• PUSH ADVERTISING
• Sending advertisement message without their request.
• Ex: talk time offer, VAS messages.
• PULL ADVERTISING
• Sending advertisement message on customer’s request.
• Missed call alert, offer message from apparel shop.

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Benefits compared to traditional forms of
advertising
Cost
Flexibility
Personalization/Targeted.
Feedback is immediate

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Benefits compared to traditional forms of
advertising…
Permission based advertising
Anytime and anywhere
Faster reach
Message forwarding

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

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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.

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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.

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

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Preventing Intrusion Advertising
•Mapping of customer requirement and
advertisers offerings.
•Max New York Life insurance, Adidas,
Reliance digital
Netcore-MyToday
•User is given option to select services.
•100 brands,3 lakh subscription/ month.

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Examples

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Case study - Reebok
•Objective
•Mkhoj solution
•Gift a jersey.
•Outcome.

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Future of Mobile Advertising
• 2013-$13 Billion dollar
business.
• 3G revolution.
• InMobi - $100mn.
• Bright future.

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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.

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