This document discusses mobile media buying in India. It explains that mobile media buying involves understanding campaign goals, selecting target audiences, and sourcing inventory. Mobile advertising differs from PC due to smaller screens, importance of image size, and slower page loading. Common mobile ad formats include SMS, WAP banners/links/video, USSD, missed calls, and OBD. When buying mobile ads, defining the target group, choosing relevant sites/apps, and avoiding CPM deals and spam services are recommended. Fraudulent practices like bulk SMS, OBD, adult sites, and in-app click fraud should be avoided. Expected ROI depends on product and promotion metrics like CPI and CPL. Mobile is becoming integral to digital

1. MEDIA BUYING - MOBILE
Indian Scenario
January 2013

2. WHAT IS MOBILE MEDIA BUYING
Mobile media buying like any other advertising is
selecting the best performing mobile medium for the
product you want to promote.
This involves 3 steps
 Understanding the goal of the campaign
 Selecting a target audience
 Sourcing inventory for this TG

3. MOBILE VS. PC
Mobile media is significantly different from the
traditional internet medium for the following reasons
 Screen size changes everything
 Image size becomes very important
 Page loading time makes us remember dial-up
internet
 Choosing the format to advertise is most crucial
factor for success

4. VARIOUS ADVERTISING FORMATS
 SMS
 Plain text
 WAP Push
 WAP
 Banners
 Text Links
 Pre-roll
 Post-roll
 In-app
 In-game
 USSD
 Missed Call Solution
 OBD

5. HOW TO BUY?
 Take time to define your TG
 Not every popular site, app or game can deliver you your
TG.
For example, if you have a lifestyle product that you want
to promote remember not to use sites that provide
financial data.
 Never buy CPM deals on mobile. Only finance
related portals sell CPM deals as their CTRs
are very very low.
 Try to use validated sources
 Stop using services that are SPAM

6. WHAT NOT TO BUY
 Do not buy bulk SMS. This no longer works. You
will not get more than 0.05% conversion and a lot
of complains
 OBD is history. Do not waste money there
 Be sure not to include adult sites in your campaign
 Do not mislead customer with fancy banners
 Be aware of the con sites and wrappers in
the market.
 Do not pay exorbitant CPCs.

7. IN-APP & IN-GAME WRAPPER CLICK FRAUDS
Download
X
SALE!!!
Insurnce
Click to Proceed> Policy
When the user clicks to
proceed to the next level a
false click is triggered by
the wrapper. Your
banner/page gets a click
but it is useless.

8. EXPECTED ROI
 This is completely dependent on your product and
promotion
 People measure it as CPI, CPL etc
 Remember high cost inventory doesn’t only mean
good CTR but also conversions post click.
 Target campaigns with logic not by false data given
by networks. Geo-targeting is the most effective
method.
 Try using search marking on mobile too.
Conversions are high in this case.

9. IMPORTANCE OF RIGHT BUYING
Mobile is now an integral part of digital marketing.
More and more agencies are looking to setup their
mobile arm.
Even today mobile remains a nascent industry and to
set the expectations right the media buyers should be
aware of all facts.
Agencies should not look to add mobile as a value
added service but use it as internet is used today.
In a few years time mobile and tablets will rule. So be
prepared for the joy ride.

10. THANK YOU!
Created by – Debsena Chakraborty
in.linkedin.com/in/debsenachakraborty