In connection with the advances in wireless technology, mobile advertising has been named as one of the most promising potential business areas. Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. Some see mobile advertising as closely related to online or internet advertising, though its reach is far greater - currently, most mobile advertising is targeted at mobile phones, that came estimably to a global total of 4.6 billion as of 2009. Notably computers, including desktops and laptops, are currently estimated at 1.1 billion globally.
Eight unique benefits of mobile as a media channel[/i][/b][/i][/b]
Mobile offers eight benefits that cannot be replicated by the six legacy mass media. They are:
Mobile is the first personal mass media
Mobile is permanently carried
Mobile is always on
Mobile has a built-in payment mechanism
Mobile is available at the point of creative inspiration
Mobile has the most accurate audience measurement
Mobile captures the social context of media consumption
Mobile allows augmented reality to be used in media
Biggest mobile ad agencies are Hungama, Mobext, Mobile2Win, Sponge, Mobile Dreams Factory, BBH, Ogilvy and Mather, Phonevalley, CLANMO.
Mobile phone advertising is quickly becoming a key component in large business marketing campaigns. Since billions of people use cell phones every day, and over 12 billion text messages are sent every month in the US, the reasons for are clear. The possibilities are really endless for staying in touch with your customers when you start to think about using mobile phone advertising as a high tech form of personal contact. There lies enormous potential for mobile ad business in future. T&T will instantly expand its smartphone user base by 8.2 million T-Mobile smartphone users. Second, current T-Mobile customers will presumably have the option to choose the iPhone, which could speed up smartphone adoption by the remaining 26 million T-Mobile feature phone users. The above advancements will cater to mobile advertising particularly. Perhaps the more significant milestone is the fact that in-app and mobile Web advertising now account for 80 percent of ad revenue, while SMS is only 20 percent. The company points to a recent Nielsen report saying that the ad network now reaches more than 69 million unique users, representing 75 percent of the mobile Web in the United States. Mobile advertising has risen strongly on the back of the iPhone and the generation of smartphones it has fostered, including those powered by Google’s Android software. Brands including Coca-Cola, MasterCard, BMW, Nike, Canon and Elizabeth Arden are dabbling in mobile advertising. To them, the mobile phone is a potential double bonus: 2 billion user’s gives them more reach than any other medium, and the phone with all its associated demographic and location information gives them the targeted marketing potential they dream of. Market research firm Informa is forecasting an $11.4 billion mobile advertising market by 2011.
With over 700-million people using mobile phones in India, the mobile advertising industry is expected to grow by around 300% to reach a turnover of Rs. 200-crore over the next 2-3-years, industry experts said. Currently there are around 700-million mobile-users in India and the number is increasing by 10-15-million every month. Of these, nearly 50-60-million users are active mobile Internet users while around 150-million people have activated GPRS on their mobile phones.
Mobile advertising in India is still at a nascent stage. The understanding about the medium is less and people tend to think that mobile advertising means SMS advertising. The conversion of ads to actual business is almost 1-2 per cent and 8-10 per cent in case of free offerings. But there is a huge opportunity for this industry to grow especially after the penetration of 3G,”
Eight unique benefits of mobile as a media channel[/i][/b][/i][/b]
Mobile offers eight benefits that cannot be replicated by the six legacy mass media. They are:
Mobile is the first personal mass media
Mobile is permanently carried
Mobile is always on
Mobile has a built-in payment mechanism
Mobile is available at the point of creative inspiration
Mobile has the most accurate audience measurement
Mobile captures the social context of media consumption
Mobile allows augmented reality to be used in media
Biggest mobile ad agencies are Hungama, Mobext, Mobile2Win, Sponge, Mobile Dreams Factory, BBH, Ogilvy and Mather, Phonevalley, CLANMO.
Mobile phone advertising is quickly becoming a key component in large business marketing campaigns. Since billions of people use cell phones every day, and over 12 billion text messages are sent every month in the US, the reasons for are clear. The possibilities are really endless for staying in touch with your customers when you start to think about using mobile phone advertising as a high tech form of personal contact. There lies enormous potential for mobile ad business in future. T&T will instantly expand its smartphone user base by 8.2 million T-Mobile smartphone users. Second, current T-Mobile customers will presumably have the option to choose the iPhone, which could speed up smartphone adoption by the remaining 26 million T-Mobile feature phone users. The above advancements will cater to mobile advertising particularly. Perhaps the more significant milestone is the fact that in-app and mobile Web advertising now account for 80 percent of ad revenue, while SMS is only 20 percent. The company points to a recent Nielsen report saying that the ad network now reaches more than 69 million unique users, representing 75 percent of the mobile Web in the United States. Mobile advertising has risen strongly on the back of the iPhone and the generation of smartphones it has fostered, including those powered by Google’s Android software. Brands including Coca-Cola, MasterCard, BMW, Nike, Canon and Elizabeth Arden are dabbling in mobile advertising. To them, the mobile phone is a potential double bonus: 2 billion user’s gives them more reach than any other medium, and the phone with all its associated demographic and location information gives them the targeted marketing potential they dream of. Market research firm Informa is forecasting an $11.4 billion mobile advertising market by 2011.
With over 700-million people using mobile phones in India, the mobile advertising industry is expected to grow by around 300% to reach a turnover of Rs. 200-crore over the next 2-3-years, industry experts said. Currently there are around 700-million mobile-users in India and the number is increasing by 10-15-million every month. Of these, nearly 50-60-million users are active mobile Internet users while around 150-million people have activated GPRS on their mobile phones.
Mobile advertising in India is still at a nascent stage. The understanding about the medium is less and people tend to think that mobile advertising means SMS advertising. The conversion of ads to actual business is almost 1-2 per cent and 8-10 per cent in case of free offerings. But there is a huge opportunity for this industry to grow especially after the penetration of 3G,”