MOBILE ADVERTISING

ANOTHER DIMENTION IN PROMOTION

INTRODUCTION

 It is the latest buzz in the field of advertising.

 It is cost effective way to promote and inform the target
customers.
 It become the integral part of the marketing mix.
 Mobile phone users are rapidly increasing in India, India
ranked 3rd in terms of mobile users.
 Mobile advertising market reach $ 4 billion in 2008, with 25%
growth rate.
WHAT IS MOBILE ADVERTISING?

 DEFINITION: “The business of encouraging people to buy products and

services using the mobile channel as the medium to deliver the
advertisement message.”
 It is an innovative and customer centric approach to reach promising
customers.
 It includes advertising in the form of:
 Short Message Service (SMS).
 Multimedia Message (MMS).
 Mobile Alerts.
 Mobile Games and Videos.
TYPES OF MOBILE ADVERTISING

 PUSH ADVERTISING
- Solicited ad: prior concern taken from customers.
e.g. news alerts, job alerts, cricket scores.
- Unsolicited ad: no prior concern taken from customers,
e.g. promotional messages through SMS, mobile calling .
 PULL ADVERTISING
- Advertising when users request the service the services to
themselves from the service provider.
- E.g. daily horoscope, content of response/reply.
GROWTH AND TRENDS IN MOBILE
ADVERTISING
 India is in the middle of mobile revolution as the no. of mobile
subscribers is growing almost 100% every year.
 It also includes urban, semi urban and rural subscribers are sharing
large chunk in its growth.
 Mobile phone companies tapping the low income group people
- Most attractive segments
- Large no. of the total population of India.
 Total no. of mobile users touching 40.6 million in 2007.
 The no. of GSM users touches to 32.02 million.
MOBILE ADVERTISING EXAMPLES
 Fair and Lovely:
HUL launched an add campaign of “Fair and Lovely scholarship for
women”, using short code - 51234 and instance voice, on Reliance Mobile
phone network.
 Clickable banner ads were linked to a microsite where interest candidates
were asked to provide their choice of course, annual family income, etc.
 Special Fair and Lovely Scholarship Zone on “R-World” to promote
campaign and generated around 50,000 in which 60% come from tier II
and tire III cities and 40% from urban cities.
 It won best mobile ad campaign award at the Mobile Marketing Association
(MMA) annual global awards in Los Angeles, US.
AMRITA TV
CORPORATE SOCIAL RESPONSIBILITY

 It had launched a public service initiative for underprivileged

children called “Send an SMS, Save a child” mobile ad
campaign.

 Whenever a viewer send an SMS to vote for his/her choice of

contestants in any reality show on the channel, the revenue
occurring to the channel will be donated and utilized for
education, shelter and health care of the under privileged
children.
Bhartiya Janta Party

 Ex-PM Atal Bihari Vajpayee, also used mobile ad campaign in

2004.
 It had set up call centers and also collected details of 72 million
phone connections in the country.
 For this mobile campaign, the party used Reliance and BPL
(Now Idea) subscriber base to play a vote-seeking message
from the PM.
 In this campaign BJP also allowed mobile phone subscribers to
download photographs of Vajpayee and BJP’s anthem as ring
tone.
Indian Association for Adoption Promotion and
Child Welfare (IAPA)

 IAPA had also utilized the new tools of promotion to launch a

mobile campaign on child adoption. It used a MMS campaign
titled “The hottest MMS ever-if you don’t like it, pass it on”.
 In this campaign, a 25-seconds video was made to create
awareness about abandoned infants and convince people for
their adoption.
 This campaign was a huge success. The promoter were
reconnected in three days from all parts of the nation with the
same message. The first week witnessed all of 1,210 down
loads and clips were traced to eight other servers.
GUIDELINE FOR MOBILE ADVERTISING

 The mobile marketing association (MMA) has published

guidelines for mobile advertising.

 These guide lines are designed specially for the Asia-Pacific

region to encourage the use of mobiles for advertising related
purpose as well as its acceptance by marketers and
consumers.
OVERVIEW OF THE GUIDELINES
 Advertisement can be in the form of text link and graphic banners.
 Advertisement should be made as per predefined dimensions
based on the mobile phone type and best fit picture.
 All mobile advertising artwork should be in GIF or JPEG formats.
 Banner ad side bar allowed should be given according to the
screen width area. For screen’s width from 128-176, 3-8 pixels
allowance should be for the vertical scroll bar and for screen’s
width of 240, 6-16 pixels allowance should be provided.
 General guidelines on design principles and styles are also
applicable for mobile advertising.
BENEFITS OF MOBILE ADVERTISING

 Cost effective
 Flexibility to inform target group as and when required.
 Messages can be personalized with respect to Target Audience
profile.
 Feed back is immediate.
 Target group demographic profile is known.
 Faster reach.
 Eco-Friendly (paper-free)
 Ads can be placed anytime and anywhere.
LIMITATIONS OF MOBILE ADVERTISING

 Intrusion of Target Audience's privacy.

 Reach is not compared to other conventional tools of
advertising.
 Message content is limited.
 Visual display is not impactful as TV advertising.
 Language barriers, SMS can not be read by illiterates.
 Difficulty to measure the impact or results of mobile advertising.
 Target audience can take mobile ads casually.
Mobile Advertising formats of today
Mobile Sponsoring Mobile Content Ad Mobile Text link
Mobile Promotion
Content Ad
Link

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MOBILE ADVERTISING IS ALREADY REALITY

More and more advertisers and media agencies start mobile advertising
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
Mercedes Benz – „Die C-Klasse“
CONCLUSION

 If we consider the stages of Product Life Cycle (PLC), then

mobile advertising can be put under growth stage where
much of its potentialities are still to be exhausted and can be
used for not only to the befit of individuals, but also of the
advertisers.
 Share of advertising spend is very less in this fast and
growing market, it will get increased in the near future.
 Considering the above mentioned successful mobile
advertising cases, we can say that it has a long way to go
and will surely and attract more advertising