The first half of the year 2011, seemed to be very optimistic for the Indian mobile advertising industry considering the phenomenal growth that is being noted in Q1. Certainly brands are hopping on to the trend and making the most of it.
Here is the complete list of top nations:
Some notable figures about the Indian mobile advertising industry are as follows:
•India reached its highest traffic level with 2.6 billion ads being broadcasted to 59.4 million users in the month of May, 2011.•There was an increase of 44% banner ads served to the Indian audiences on their mobile phones•India has the highest number of mobile game downloads with more than 14 million downloads in Q1 and a growth rate of 24% Q-on-Q.. 50% of these game downloads were of Cricket
•The number of ad impressions served in India, has increase 5 times since October 2009, which the highest growth rate for any country
•Mobile Advertising is dominated by males with 84% males but more than 50 % of internet users on mobile are between that age of 20-24
•Mobile Contest (Gaming & Videos), Entertainment, Community & Search Portals are the top 4 channels. Surprisingly Nokia against Apple’s iPhone, Blackberry and Android based handsets, rules the handsets using mobile internet with 55.96% market share
Brands in Action:
Due to such a rise in mobile Internet, there was a noticeable increase in activities amongst brand advertisers, particularly in the sectors of automobile, financial services and consumer health sectors. Also advertisers and developers took advantage of cricket game downloads and launched cricket-themed applications, games and marketing campaigns. Brand campaigns involved awareness followed by lead generation activities.
Reasons of such a growth
1)Falling data rates
2)Availability of cheaper handsets
3)Heavy promotion of mobile internet
4)Better content on mobile
5)Reach of the telecom giants in India
India has a great scope for mobile advertising. In the last few years India has given has great revenue. Mobile advertising is no longer dominated by a handful of markets. Mobile internet advertising is now a pervasive force for marketers to spread their message, build brands and transact – a medium that we cannot afford to ignore. Also, an important fact that brand managers need to take into consideration is that feature based phones and not smartphones dominate mobile internet usage.”
In today’s scenario, it seems almost inevitable to ignore such a big and growing medium. The shift from TV to Computer and from Computer to Mobile is happening and brands are getting into the bandwagon as early as possible. It will be an interesting watch to see how brands leverage the industry and explore the opportunities.
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