Top Story

e4m_logo.png

Home >> Advertising >> Article

Indian market for Conversational Advertising will be worth $238 mn by 2015: Study

30-November-2010
Font Size   16
Share
Indian market for Conversational Advertising will be worth $238 mn by 2015: Study

A recent research report on Conversational Advertising commissioned by mobile messaging advertising network SinglePoint has revealed that the Indian market for Conversational Advertising will be worth $238 million by 2015. The research, conducted by mobileSQUARED, provides insight on the growth and drivers of Conversational Advertising in India.

The report defines Conversational Advertising as “the agreed messaging-based communication between the consumer and a brand to deliver consumer benefits”. In Conversational Advertising, consumers knowingly provide their mobile number to a particular brand or brands specifically for a continued interaction.

Mobile subscription in India is forecasted to cross the 1 billion mark in 2013. This indicates a huge growth potential in mobile advertising in the country. According to a consumer survey conducted as part of the report, it has been revealed that almost 60 per cent of India’s mobile population would be willing to receive mobile advertising in exchange for free voice and SMS on a monthly basis.

Commenting on the Indian consumer’s behaviour, Raghu Kumar, Managing Director, SinglePoint, said, “India is a market driven by cost, where 70 per cent of the population is rural. With limited income to spend, the mobile device may be the only screen they have access to. This makes mobile a very compelling medium to brands and businesses, especially given that SMS spend is much higher than voice spend in India.”

As per the report, Conversational Advertising will grow exponentially in India from the current 0.5 per cent of total mobile marketing messaging revenues to almost 40 per cent by 2015. The concept of Conversational Advertising evolves beyond the traditional campaign ideology that has become the cornerstone in advertising. Explaining the point further, Kumar said, “Campaigns are limited in their ability to encourage ongoing interaction and engagement that brands desire. Conversational Advertising, on the other hand, encourages the brand to regularly communicate with the consumer, thereby ensuring capturing their mind share for the required sale of the products/ services.”

 

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking