According to the Statista Research Department, mobile advertising spend is expected to reach 304 billion rupees by 2023 in India. With more and more people having access to mobile internet and with them downloading several apps, the mobile advertising industry is set to see a huge jump. Companies are thinking to re-strategize their marketing approach; with increased usage of mobile phones being a new norm amidst the pandemic, most advertisers are opting for mobile advertisements. In such circumstances, advertisers want their products to be more visible on mobile phones so that they can directly connect with their users. With Artificial Intelligence in place, mobile advertising platforms are reaching a specific and targeted audience, which is proving to be cost-effective when compared to traditional mediums.
Globale Media is an AI-driven mobile advertising platform that helps advertisers with user acquisition by ensuring direct app traffic over mobile. Globale Media specializes in digital marketing, for app verticals including gaming, e-commerce, lifestyle, utilities, social, education, and entertainment. The advertisement costs are based on CPI, CPA, and CPM models, which provides the advertisers with accurate data to substantiate and validate their spending. Globale Media has a variety of offerings for the advertisers such as App recommendation on OEM channels, Appography via P2P offline sharing apps, and exclusive placements with 100+ Top SDK partners.
InMobi is an Indian mobile advertising company. Its mobile-first platform allows brands, developers, and publishers to engage consumers through contextual mobile advertising. InMobi enables consumers to discover products through mobile advertising and allows them to engage with mobile consumers globally. Thus, companies wanting to advertise can leverage their location analytics and geo-targeting capabilities to create custom segments, which are validated through a consumer panel of seven million users.
Tyroo is a leading mobile user acquisition and monitization platform. Via Tyroo its customers are offered a native experience and are able to understand the behavior of audiences in emerging markets. Tyroo specializes in monetization on commerce-oriented actions. The company delivers 20 billion+ ads every month to consumers across 15 focus markets with a physical presence across Delhi, Singapore, Jakarta, Dubai, Bangalore, Mumbai, and expanding across the world.
Medianews4U spoke to Bhavesh Talreja, Founder & CEO, Globale Media, Rajesh Pantina, Director, Marketing, Asia Pacific, InMobi, and Akshay Mathur, CRO Tyroo on the ROI the mobile platform will generate & the cost-effectiveness of the platform.
Bhavesh Talreja, Founder & CEO, Globale Media.
The world is witnessing a mobile revolution in 2021 and brands are swiftly transforming from a mobile-first to cross-device and cross-channel reach which includes connected TVs. With the daily mobile time spent per user increasing every quarter, the race for brands to grab eyeballs is getting fierce day by day. While targeting the coveted top rankings in Playstore or AppStore, user acquisition and retention is no longer a simple task for advertisers, and having the right set of publishers who can deliver quality along with scale is more crucial than ever.
Rajesh Pantina, Director, Marketing, Asia Pacific, InMobi
India is now a digitally hyperconnected village accounting for 639 million global internet users and over 14% of all global app installs in the world. With the acceleration of the app ecosystem revolution, consumer behavior has clearly evolved. In terms of key consumer trends, over 40% of Indians – regardless of age and gender – have taken to mobile gaming for the first time during the pandemic. Short-form video continues to rage on in popularity, recording nearly an hour spent per user on average while e-commerce has become an essential service with a 20% increase in the number of first-time shoppers.
The consumer demand for mobile-first services is paving the way for programmatic mobile advertising, with most brands wagering on the power of the always-on medium to win the connected consumer. Brands, across the table, are focusing on their Mobile Marketing Maturity (3M) by adopting programmatic (automation), in-app video, and real-time consumer intelligence-based marketing.
Here is a deep dive into the top trends across mobile advertising:
- InMobi’s 2021 Mobile Gaming Report, India talks about the gaming revolution beyond the pandemic and helps marketers understand their audience’s gaming behavior. India has become the land of committed mobile gamers with 3 in 4 gamers playing once or more a day. Additionally, 70% of gamers would rather watch an ad than pay for progressions and gameplay sequences. This, in combination with the programmatic capabilities, makes gaming an immensely exciting opportunity for advertisers.
- Videos have emerged as the most preferred form of content over the last few years on the wave of unprecedented global growth in video consumption. According to InMobi’s State of Programmatic Mobile Video Advertising in India report, the unprecedented growth in video consumption has paved the way for brands investing in building mobile-first video, scaling and engaging across different video placements, and optimizing the videos for the various in-app environments. Going forward, leveraging programmatic video will be the way to ensure maximum transparency and brand safety while enhancing efficiencies for brands.
- The connected consumer is constantly discovering new brands, browsing online for product information, exploring the product in-store for the look and feel, searching for better deals on mobile while at the store, and completing the purchase online, in-store, or via any other medium. However, there is one constant in their shopping journey – the mobile to learn, explore, and buy. According to a survey conducted using InMobi Pulse last year, 63% of respondents claim to use their mobile to learn about and discover new products, 77% to research and explore, and 62% to make purchases. The survey also reveals that while consumers are not completely averse to in-store visits in the new normal, they seek a seamless experience that involves mobile discovery/ booking and subsequent pick-ups in store. Whether online or in-store, mobile is the preferred companion; the beginning and the end of it all.
Akshay Mathur, CRO Tyroo
The mobile advertising ecosystem has come a long way. From being just one of the methods of communication, it has become an all-for-one platform for many, with the time spent per day on these devices shooting up 2X, especially with the advent of the current pandemic. Beyond being a tactical marketing tool, it is interesting to see how brands are using the medium to build a deeper connection with their customers and delivering their messaging which is fun and personal. Mobile platforms in gaming and social media platforms are building fun experiences using AR/AI and weaving brands, users, and their stories together.