Why mobile will be key driver for the future: Maddies Awards Jury Speak

Jury members of the inaugural Maddies Awards, Antti Öhrling of Jolla, Anant Goenka of Indian Express and Gaurav Suri of UTI Mutual Fund talk about what the future of mobile advertising looks like. The Awards are an initiative of exchange4media Group, acknowledging outstanding work done in mobile marketing

e4m by Abhinn Shreshtha
Updated: Sep 3, 2015 8:24 AM
Why mobile will be key driver for the future: Maddies Awards Jury Speak

The mobile advertising ecosystem has now become the fastest growing advertising medium in the country. According to a joint report by the Mobile Marketing Association (MMA) and exchange4media, conducted last year, mobile ad spends in the country were expected to grow by 43 per cent to reach Rs 430 crore in 2014.

Industry sources generally agree that the space will continue to grow at this breakneck speed for the foreseeable future. To recognize the best work done in this domain over the past year, exchange4media will hold the inaugural Maddies on September 9, 2015 at the ITC Grand Central in Mumbai.

The Maddies Awards acknowledge and recognizes all such marketing stories that employ an effective mobile marketing strategy done in India and will be equally judged on innovation, concept, execution and results by a highly experienced independent panel of the industry. These awards are open to all industries linked to mobile marketing (clients, creative, media agencies, digital agencies and publishers, etc.).

We caught up with some of the jury members to get their thoughts on what the future of mobile advertising looks like. According to Antti Öhrling, COO at Jolla, the next areas of growth in mobile advertising would come from videos and in-game advertising. However, he also cautioned that gamification has become a trend and it needed to be put in the right context.

“If we are taking about UI, rapid game market development has introduced fantastic new ways to “gamify” apps and other services on mobile than a company can offer. There are also some good examples of brands developing games with their brands to be offered to their consumers. I specially see big opportunities in native In-game-advertising where the brand can offer a relevant “reward” for their consumers to advance in the game they are playing. Most of the games are “free-to-play with in app purchases” and this has created opportunities advertisers to be as “sponsors” within the game for their consumers,” he said.

On the other hand, Anant Goenka, Wholetime Director & Head (New Media) of Indian Express, feels that collaborated content will be the primary driver. “I think many more brands are going to come around to mobile but, most importantly, there should be a gradual but significant increase in CPM rates for mobile web advertising. In developed markets, mobile web is dying, it’s only sponsored content and in-app advertising, but their rates are significantly higher,” he said, further adding that display advertising rates should increase, while ads must be more interactive. “They (brands) shouldn't discount the opportunity of using mobile to brand building. They should grow out of using mobile only as a tool to generate leads,” said Goenka.

 “The discussions on importance of mobile are passé. The discussions have to focus on relevance, contextuality of marketing activity leveraging the mobile pervasiveness. The ubiquitous nature of mobile has made it difficult to ignore,” opines Gaurav Suri, Senior EVP & Head (Marketing) of UTI Mutual Fund.

He agreed with Goenka’s view that mobile advertising should not be looked at from the lens of advertising, display, banner ads, pre rolls on YouTube as it all becomes intrusive. Pointing to the shift to m-commerce, LBS, third party payments, mobile wallets, etc. Suri said, “The marketing ecosystem, which includes, brands and service provider both need to evolve to mobile first ideas and not adapt for mobile medium. How do we create seamless experience across screens, yet remain responsive and be able to do cross device measurement. Brands need to utilize this understanding of social, mobile, cloud and big data to unlock the incredible ways in which new opportunities transform the way we live and work. ”

When asked about his thoughts on gamification, he agreed that if engagement is high by using gamification principles then it cannot be ignored.  However, he reiterated that there should be a reason for doing anything on the mobile as it should not be thrust upon the consumer.

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