MO BIL E A DVER TIS ING

ANOTHER DIMENTION IN PROMOTION

IN TR ODUC TION

 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.
WHA T IS MOB IL E AD VER TISIN G?

 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.
TYPE S OF MO BIL E ADVERTISIN G

 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.
GR OWT H AND T REN DS IN MOB ILE
ADVERTIS ING
 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.
MO BIL E ADVERTIS ING EXAMP LES
 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.
AM RI TA TV
CO RPO RATE SO CIAL RESP ON SI BILI TY

 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.
Bhar ti ya Janta Par ty

 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.
Indi an A ssociat ion f or Adopti on Promoti on
and Chi ld Wel fare (IAP A)

 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.
GU ID ELINE FOR MOB IL E
ADVERTIS ING

 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.
OV ER VIE W OF THE GUID ELINE S
 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.
BENE FITS OF MO BIL E A DVERT IS ING

 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.
LIM ITATIONS OF MO BILE
ADVERTIS ING

 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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 MO BILE AD VERTI SING IS ALREA DY
REALI TY

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“
CONC LUSIO N

 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