"In-app advertising is 100% non-intrusive"

It is not push marketing like SMS & calling, explains Binay Tiwari of Vserv.mobi, while talking about how in-app advtg has found resonance with marketers

e4m by Saloni Surti
Updated: May 2, 2013 7:59 PM
"In-app advertising is 100% non-intrusive"

According to a KPMG report, the number of apps downloaded globally has nearly doubled to 45 billion in 2012 from 25 billion in 2011, and is expected to rise to 300 billion by 2016.

Applications have emerged not only as a potent communication tool but also as an effective advertising tool to reach out to an ultra-fast section of TG who usually will not be found patiently tuning into any other media. On the other hand, in-app advertising also helps in reaching out to interested consumers, for a user logging in on an app implies him making an informed decision to reach out to a product and some more other relevant products through ads.

exchange4media chats with Binay Tiwari, Director – Global Marketing and Product, Vserv.mobi to understand various aspects of in-app advertising from an India perspective.

On monetisation of apps and games in India…
India is known as the app super power. Unlike other developed countries, where internet consumption is high mostly through computers, markets like India consume internet from all media. According to an industry research, 41 per cent of people who consume internet through mobile are those who never or very rarely access internet from computers. Marketers in India realise that and make use of the medium well. Most of the marketers have a good amount of budget reserved for mobile. Brands such as Yahoo and Flipkart spend immensely to reach out to those consumers who do no access computers a lot. Also, app marketing is non-intrusive, it is not push marketing like SMS and calling. With the increasing number of downloads, the consumption of apps has gone up immensely and so has marketer engagement with it.  

On making ads non-intrusive for the users…
App advertising is 100 per cent non-intrusive marketing. Like I mentioned earlier, it is not push marketing like SMS. In-app advertising is like television advertising, where advertisements are contextually flashed. Also, how one places the advertisements is important. It should not interrupt the user experience. It can be placed at the launch and exit points of the application. We associate ourselves with telecom service providers and take data from them to understand demographics of the users. We map out their interests and accordingly flash relevant ads for them. Our network focuses on giving value to marketers and consumers.

On measuring RoI of in-app advertisements…
RoI depends on what the advertiser is looking for. A brand cannot leverage mobile or any other medium till they know the objective. For instance, a marketer’s objective could be maximum number of downloads. Through in-app advertising, a marketer can know how many users downloaded and installed a particular application which has their advertisement, and how many people opened that application and used it.

On the user response received so far from such ads…
Mobile, as an advertising medium, gives a very clear message and in spite of that, people respond which means that they are responding. Fifty per cent of application users are from smaller cities and towns. Thus, we know that the message is reaching out to a mass audience who is responding. In-app advertising is more convenient than web advertising because there is no hassle of surfing through a browser. Also, in-app advertising holds no language barrier since it is more of a visual medium.

On major trends witnessed in in-app advertising…
A number of new trends have been seen in in-app advertising. First is the growth witnessed in the medium. Initially, it started with text and now it has moved on to rich media. For instance, creative banners – a number of banners have videos in them. Thus, interaction within the banner is possible. Second is the increasingly personal and local touch that in-app advertising provides. Thus, advertisements are becoming more relevant to the users. Third and most important trend is cross leveraging media. Marketers now integrate their campaigns very closely with mobile – a campaign which is on television, radio or digital, might use mobile integrating it very closely with the campaign.

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