"Context advertising is the next big thing after location-based advtg"

Context advtg helps marketers bring together the activity of the consumer & the sensors of a smartphone in order to deliver meaningful, real-time experiences, say experts

by Gunjan Verma
Published - Sep 10, 2013 9:57 AM Updated: Sep 10, 2013 9:57 AM
"Context advertising is the next big thing after location-based advtg"

Context advertising represents a new pinnacle of what marketers are striving for – bringing together the activity of the consumer and the sensors of a smartphone in order to deliver meaningful, real-time experiences. In a video message, Sir Martin Sorell, Chief Executive, WPP remarked, “Mobile is the fifth pillar of the booming advertising industry. And smartphones have speeded the adaption of the technology shift. Increasing penetration of smartphones is driving the growth of mobile marketing as it closes the loop of communication, because users see, hear and connect through it 24x7. Mobile phones act as an enabler in the ad mix.”

Industry experts have come to regard smartphone as a computer in one’s hand, which uses its almost 21 sensors to give an experience of tracking a location, voice recognition, SMS, touch selection, browsing and connecting to social hubs. “How about a smartphone, while you are waiting at a bus stop, reminding you to call your mom as you have not done that for a long time recently?” asked Dilip Mistry, Co-Founder and CEO, Semsui.

According to Mistry, “Activity is the next big thing after location in mobile marketing. The social activity context is very important.” Knowing exactly what your customer is doing is very important. One cannot keep sending doughnut ads to a diabetic patient. A more targeted approach is required towards utilising the smartphone devices. There is an explosion of user data, which if used wisely, can give extremely profitable results. A segmented flow of information is what customers are expecting.

Biometric context, which covers weight, height, gender; behavioural context such as if the user is driving, walking, purchasing; and mood context of the user are important context information that collectively can create wonderful initiatives to engage customers through personalisation of ads.

Sorell expected mobile digital revenues to grow at 4-5 per cent in the next three years, more than any other media. Meanwhile, Manoj Malhotra, COO, AdMarvel, an Opera Mediaworks company, suggested, “Rich media should overcome the challenges of cell network and latency, standardisation around HTML 5 or CSS, unified SDK, certification of rich media vendors and reporting analytics to further enrich the experience of the users.”

The speakers shared their views on mobile marketing and its different opportunities and challenges at the MMA India Forum 2013, organised by the Mobile Marketing Association in Gurgaon on September 5, 2013.

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