Star Gold recently introduced a new mobile advertising technology called ‘M-AdCall’ for the premier of the movie ‘Bol Bachchan’ on the channel, wherein the user was offered 1 minute of free talk time for viewing a 30-second video ad.
M-AdCall allows one to watch a video whenever a number is dialed or a wallpaper or song is downloaded. The videos seamlessly stream over the user’s phone. This technology is currently being offered by MTS and Tata Docomo, but is expected to be adopted by all operators in the near future.
Hemal Jhaveri, General Manager, Star Gold, said, “‘Bol Bachchan’ on M-AdCall was a great way of driving awareness for the movie’s premiere on Star Gold. The user initiation process, coupled with the engagement of this technology, is far greater than the unsolicited calls/ SMS promotion, which is usually the norm.”
Vinod Thadani, COO, Madhouse India, added here, “Mobile is an exciting, fast-growing category, but it is still a very small piece of the overall ad pie, contributing only about 10 per cent of the digital advertising spends in India. However, with the steep rise in mobile Internet users and ever revolutionising features and applications, this industry holds a huge opportunity for advertisers, and M-AdCall may just be that innovative technology to drive the new era of mobile advertising in India.”
According to the first mobile advertising spend report for India released by the Mobile Marketing Association (MMA) in September 2012, the size of the current spend is estimated at Rs 180 crore, and is expected to increase by 40 per cent in the next 12 months.