Most focused and relevant medium
Advertisers, after targeting the television and internet medium, are now hoping to cash in on the mobile revolution. The planners have realised that personalised, permissive and contextual advertising is the right strategy to reach out to the target audience and guarantee a better return on investment.
“We have always recognised the opportunity that exists in the field of mobile advertising. We have full-fledged teams for that. Nokia had a separate company by the name of enpocket, which dealt with mobile advertising. The company is now a part of the Nokia group. We are well-placed to leverage this medium.” said Devinder Kishore, marketing director, Nokia India.
At the moment, most mobile advertising takes the form of text messages. But telecoms firms are also beginning to deliver ads to handsets in addition to video clips, web pages, music and game downloads, through mobiles, which enable such features. With big players entering this domain, the market is set to create more buzz.
Google is betting big on mobile advertising. “Mobile advertising holds lot of potential in India because of its large customer base. We have seen lots of success around the world in providing our type of advertising on a mobile device. India today has more than 260 million cellular subscribers and rapidly increasing telecom density.” says Shailesh Rao, managing director, Google India.
Advertisers say that about half of all traditional advertising does not reach the right audience. But mobile advertising through text messages is the most focused and relevant.
Marketers can use a mobile firm’s customer profile and tailor their ads to match each subscriber’s spending habits. The focus eliminates wasteful expenditure and the end result is more relevant and targeted advertising.
Lloyd Mathias, marketing director, Motorola, agrees, “You can give the consumer the ad that will specifically interest them. It is a one-on-one medium and I can reach you anywhere you are. All the phones that we make at Motorola are very well equipped to support mobile advertising.”