Seeking to tap the 3G wave and the vast Indian market for GPRS-enabled mobile phones, iVdopia has launched first-of-its-kind tool to make advertising on phones more reachable and accessible for the marketers.
The company has introduced InWAP and PreWAP HTML5 video and rich media ads for the mobile web.
Debadutta Upadhyaya, Vice-President, India, Vdopia, told exchange4media, “Advertisers have been unable to effectively bring users to interact, and text links and static banners averaged 0.1-0.2 per cent CTR. Video, on the other hand, brings animation, visuals and sound with interaction rates as high as 0.7-0.9 per cent, enhancing user experience. The post-video landing pages go beyond call-to-action and provide a deeper level of brand engagement.”
The concept of InWAP and PreWAP video ad formats will be served using iVdopia’s HTML5 video ad-serving platform, V5, and will include a variety of animated effects from Future5, its HTML5 ad-authoring tool. InWAP and PreWAP video ads can be combined with the Talk2Me landing page to offer customised engagements for users to share on social media sites, email, view multiple videos, or interact with the brand’s mobile website.
Keeping in mind the choice and convenience of the consumer, Upadhyaya further said that all of this took place within the phone’s browser, and the user could opt out anytime from the ad and continue browsing the WAP site.
The mobile advertising industry has been under the scanner by many brands and experts for not taking off in the Indian market the way its other counterparts in the digital category have.
Until now, marketers have been restricted to advertising on the mobile web or WAP sites using only static image banners and textual links, which lack the ability to create strong user engagement and interactivity. So far, advertising on the mobile web has been more direct response than user engagement focused.
And now, some companies are putting on their thinking caps and delivering new tools and ways to demystify the mobile medium as well as leverage it for the marketers. iVdopia is one of them. The advertisers are now allowed to engage users on WAP sites with dynamic video and interactive rich media ads, including InWAP ad formats – video and rich media ads that play within the webpage – and PreWAP ad formats – video and rich media ads that auto-play when a webpage is loaded on to mobile screens.
Upadhyaya remarked, “Now, for the first time in mobile advertising in India, brand advertisers will have access to the vast number of audiences that access the Internet from their mobile web browser via Smartphones and feature phones.”
But how will the tool help marketers break the clutter as well as save time? Upadhyaya replied, “Video ads are clutter-breaking and dynamic, engaging users and providing a brand-immersive experience to viewers. Studies have proved time and again that video serves higher interaction and engagement rates in comparison to static banners. Short-form video ads are usually versions of advertiser commercials, making the medium very adaptable. iVdopia can execute mobile video ad campaigns within a record 48-72 hours.”
According to the company officials, with the launch of 3G in India, the number of mobile users and its usability is bound to go up and iVdopia is certainly looking to ride this wave. “With the coming of 3G, it would mean a higher speed and better Internet experience for users, which will allow faster consumption of the mobile web and WAP sites. However, currently with the feature phones and Smartphones available in India, the WAP platform comprises nearly 9 per cent of MVAS revenues.”
While the mobile medium still struggles to find its niche and evangelists, according to Upadhyaya, the industry was expected to reach at whopping Rs 150-crore mark. She added, “Mobile advertising (including SMS and display ads) is estimated to be an approximately Rs 150 crore market and the WAP platform comprises nearly 9 per cent of MVAS revenues. With a growing subscriber base and the increasing availability of GPRS-enabled mobile handsets, the market certainly has a large potential.”
“There is a huge potential in India with the growing number of users present on the mobile web, primarily in Tier I and II cities,” she concluded.
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