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Guest Column: Eight things to expect in mobile this year; Sunando Banerjee

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Guest Column: Eight things to expect in mobile this year; Sunando Banerjee

Mobile @ Heart of the Indian Consumer today…we belong to a country with the fastest growing smartphone market in the world and more than 2/3rd of the nation is already on mobile. Given the high penetration of the Mobile phones and its varied usage, it is not a surprise that India emerges as one of the fastest growing mobile advertising market in the World.

Today, Mobile has already become the crux of everything on Digital be it content usage through Mobile Applications/Sites, Mobile searches or the majority of Social Media conversations which get driven through the device. Publishers have already realized this and have starting adapting to the demands of the market place.

Advertisers too are increasingly shifting focus to mobile to primarily drive brand awareness, engage with their Consumers, build consideration leading to Sales of a Product.There are certain Advertisers who are already up the curve and they see this media channel to drive their businesses and not just use it for an extension of their online campaigns. The Tata Tea ‘Power of 49’ campaign for creating India’s first Crowd sourced Manifesto and highlight Women’s issues for General Elections 2014, the Colgate ‘Kumbh Mela’ campaign which generated sales by driving footfalls to an offline kiosk by geo-targeting users in those locations, Integration of Cinema with Mobile for highlighting features of Nokia Lumia are fabulous examples of how Bands communicated with their Consumers on Mobile to meet their objective. On the other hand, there are also those advertisers with whom evangelization still needs to be done.

What’s expected in 2015?

1. Higher Adoption of Smartphones and Launch of 4G services
With additional giants already into the foray to enter India, 2015 will continue to see flooding of the market with low cost Smartphones. This at some point of time would eventually coincide with the launch of 4G services which can lead to a stupendous growth of data services on Mobile. It will not be surprising if the current number of Mobile Internet users in India which is already double that of Internet user base starts growing exponentially like never before. This in turn will open up an array of opportunities for Advertisers centered around Content and Mobile Videos in particular.     

2. Mobile to aid in Multi Screen Planning , complement for Ad Cap on TV
Ad Cap restrictions will make Marketers rethink their strategies on Television. They will be forced to fine tune their Media mix and optimize plans beyond TV which can be done through the Digital and Mobile mediums with the later becoming more important in terms of scale and sharp targeting capabilities.  While Comscore aids in Multi Screen planning for web Planners, there is an imminent need for a tool to bring about similar semblance on Mobile. Intelligent advertisers have started harnessing the benefits of Multi Screen planning and this is expected to grow multi fold after Ad Cap restrictions on TV gets implemented.

3. 2nd Screen engagement will extend help TV Commercials to the Mobile phone

TV to Mobile targeting through uses of technology like audio beacon has already started taking shape and will go fully mainstream in the future. Engaging users on Mobile who have already seen your TV commercials will help marketers build frequency, run relevant communications post exposure on TV and also help retarget consumers. If privacy issues are managed appropriately, this can be the next revolution in the Mobile space.

4.  Leveraging Big Data through Programmatic buying will be key
With the advent of programmatic platforms for display ads on Mobile, advertisers will move away from individual site/space buying to audience buying. With more and more networks intelligently mapping the consumer data points like demographics, search behavior, browsing patterns, location etc., there will be rich targeting options which will open up for advertisers.

5. Mobile Shopping to grab a larger share in the e-Commerce Industry
The E-Commerce Industry is on a high growth trajectory and as per the Euro monitor Report, the share of Mobile advertising out of overall online shopping has tripled in the last 3 years. If Industry Sources are to be believed, leading e-com portals have around 30% of their transactions happening through Mobile which is expected to grow to a significant 50% or higher.

6. Mobile will provide the biggest platform to communicate with Consumers in Rural
All marketers realize today that rural is a critical segment to be tapped into. However, as the market is mostly media dark, Mobile with it’s phenomenal reach in Rural becomes a very important channel today. Rural is mostly a listening Market that needs simple solutions with minimum effort from the Consumer side.  Marketers too have realized this and after the success of campaigns like ‘Kan Khajura Tesan’ from HUL and ‘Gaon Chalo’ from Tata Tea, multiple rural initiatives using the Voice channel on Mobile are expected next year. However, the influx and adoption of low cost smartphones could also lead to the start of content based campaigns in Rural.

7. Native Advertising will bite into share of Standard Banner Advertising
Native Ads that do not interfere with the browsing behavior of users and blended with content on an app or site will find more acceptability as compared to individual publisher buys. Leading Publishers have already rolled out native Ad units on their Mobile apps and more will follow suit.

8. Hyper explicit advertising on Wearables could create the next big buzz
Smart Wearable adoption will see an upsurge in 2015 which could potentially open up far more possibilities for Brands to connect with its consumer in terms of unique data collection and serving out relevant Ads to Focus Groups and tracking on a hyper local, real time and explicit basis.

Tags Sunando Banerjee Madhouse India

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