The advertising medium – it is shrinking. From large print advertisements to the efficacy of the small TV screen to desktops and laptops to the snazzy mobile screen… That’s right, the battle for the consumer has reached the 5-inch domain. Welcome to the future of advertising – mobile ads.
Mobile Advertising – the future
The consumer preference for mobile phones vis-à-vis land lines has led to the exponential growth of the mobile phone market in India. With mobile phones emerging as the de facto communication means, advertisers are keen on tapping the potential. Also, with mobile banking and mobile commerce on the rise, advertisers are eager to cash in on this opportunity.
The Mobile Marketing Association estimates that ad spends on mobile could touch Rs. 4,200 crore by the end of 2016, and is expected to peak at Rs. 10,000 crore by the end of 2018.
The increase in penetration of the Internet and the subsequent proliferation of social media and entertainment options on hand held devices provides advertisers an unmatched opportunity to reach their target audiences in their comfort zone. The on-going ‘data war’ in the telecom industry is bound to give a further impetus to the growth of mobile ads.
e-Commerce, Banking, Financial Services and Insurance sectors have emerged as trendsetters in mobile advertising. It’s only a matter of time before the ROI parameters are well-established and brands can leverage best value for their adspends through advertising in the personal space.