Mobile Media Wave
The latest buss on the media space is ad serving and reporting for ads on the mobile platform. 24/7 real media says that a lot of clients and publishers have started implementing mobile ad stream. Since this is a very new medium there is no past data on how this technology will work with different markets around the world.
The biggest challenge that the advertisers and clients will face today is the willingness of the consumers to adapt to such advertising.
Many may call it intrusive however in India mobile advertising apart from push SMS, every thing else will be permission based. Push SMS however has taken off very well in India. Only a few consumers say that it is intrusive and other say that they can delete it with out reading it so it does not bother them. However for the client is a very good way to reach out to their TG since every one has a cell phone and when any one get a message they do tend to open it. The best part is the rate. It cost around .20 to .40 Pisa per SMS pushed.
Push SMS can also work as a loyalty program for many clients. At the moment Lifestyle a multi brand departmental store in Banglaore has a loyalty program where any offers discounts are first communicated to their customers. The management informed that the mobile medium is a direct and cost effective way to retain existing customers. The other aspect for push SMS is its lead generating capability. Brands like ford, ICICI and many more use this medium to capture leads. Since per accusation cost comes to around 20 to 30 Pisa it’s the best bet to provide leads. It also depends on the communication that goes out to the database. Offer based communication gets better responses.
The next few things to watch out for are mobile blogs and video sharing. How well this will kick off is something that we will just have to wait and watch, since only 30% of the teens said they would like to have my spaces and about 12% said they wanted to access youtube on their mobile phones. Despite the slow adoption of the new medium advertisers are flocking for the first positions. One must understand that different medium give different result in different geographic locations. What does not work in US may work in India.
