Can you recall a time when you didn’t have your smartphone in your hand in the last few months? Most likely not.
We mean to say mobile is rising as the primary means of media consumption, fueled by growing smartphone adoption and 4G bandwidth, including the impending 5G environment, making mobile advertising in India an important strategy. Moreover, marketers are looking at it as the significant driving element as mobile rapidly assumes the place of a primary digital device for accessing the internet.
In this article, we’ll discuss the following –
MOBILE IS A GROWING MARKET
According to InMobi’s newest analysis, mobile advertising in India already accounts for 45-55 percent of digital advertising budgets, with this percentage expected to rise to 65-70 percent by 2022. Mobile advertising is on a massive growth curve in the post-covid scenario, according to Sujay Kar, Group Director: Commerce, VMLY&R South East Asia, and India.
He further added that with most users limited to their homes with shared areas, mobile devices provide privacy while consuming content, transacting, and searching for information that increases smartphone internet usage. This is evident from Ericsson Mobility Report 2021, according to which average data consumption per smartphone at 14.6 GB per month in India continues to be the second-highest in the world. The increased mobile advertising adoption in India presents marketers and brands with a huge opportunity.
Also, According to the latest New Normal – India and Southeast Asia: 2020 Report by InMobi, mobile ad spending is anticipated to rise 38% in India over this year. Shahir Muneer, Founder and Director of Divo Mobile, said regional brands, particularly in the retail and FMCG sectors, have begun exploring various forms of mobile advertising in India to reach out to online audiences for awareness and action consideration and outcome.
WHAT IS MOBILE ADVERTISING IN INDIA?
The development of ads for mobile devices such as smartphones and tablets for the people living in India is known as mobile advertising in India. It is a response to people who are glued to their phones or other mobile devices. It’s the type of advertising you’ll see on your smartphone. Text-based ads, banner adverts, videos, and even mobile games are all examples of ad types. They’re also designed to fit into the screen of your phone.
If it isn’t already a part of your marketing plan, it will undoubtedly become one by the end of this article.
MOBILE ADVERTISING FOR BUSINESS IN INDIA
When marketers employ mobile advertising, they typically collect data using standard methods and strategies. Consumer profiles that are constantly updated, data about their demographics, habits, and interests – all of this may be acquired using your mobile device.
Mobile advertising in India is far from just being a trend. This kind of advertising is becoming more prominent year after year as more people use their phones to purchase and look for services. Service and product businesses turn to mobile ads for data availability, reach, cost, targeting, and ease of creation.
In comparison to other channels, mobile advertising provides several significant advantages. Let’s unravel each advantage one by one.
ADVANTAGES OF MOBILE ADVERTISING FOR BUSINESS IN INDIA
1. Reaches more qualified customers for a lot less money
Traditional advertising is based on upfront expenditures, which means you have no idea how effective your ad will be until you pay for it; hence mobile advertising is much less expensive than traditional advertising as a business pays per click in the world of mobile that’s commonly called as CPC (Cost per click) where you do not owe for this advertisement until a user clicks on it and visits your website. CPM varies based on the sector as according to Taboola, the common CPM rate for 1000 impressions is around USD 0. 50 in India. For the tech niche, the CPM rates can be about USD 2 and above.
2. Targets Specific Audiences to reach them in real-time situations
People generally carry their mobile devices with them wherever they go. If someone falls into your target demographic, you can contact them using several mobile devices. According to Ericsson Consumerlab’s latest ‘The Future of Urban Reality’ report, Indian smartphone users spend at least three hours each day viewing videos and accessing the internet. Your message will be heard if you advertise on your phone. Compared to other forms of advertising, mobile advertising in India allows you to target a specific set of people. When you place a billboard on the side of the road, individuals driving by are exposed to advertising content because we live in a different part of the world.
On the other hand, a mobile ad can target a specific geographic population while also considering other factors such as age, gender, and professional association; as with location-specific messages, you reach your target customers at their time of need. For example, let’s consider you own a restaurant in Chandni Chowk, New Delhi; employing location-based data from smartphones targeting people in the near vicinity with mobile ads for your restaurant is a great strategy. Hence, targeting like this is quite powerful. Therefore, don’t allow this opportunity to pass you by because if you target a specific demographic with such techniques, your return on investment might be significantly boosted.
3. Provides effectiveness in less content that is easily shareable
With a short headline and 1-2 lines of follow-up content, mobile advertising can be effective. Images and first impressions are more important in advertising than a complex value proposition. You’re making something that entices the mobile user to look further. The costs of developing this content are substantially lower for many businesses than video marketing, broad content marketing, or social media marketing.
Mobile advertising serves a larger purpose than just encouraging a click or attempting to get a user to recall a website. It also develops content that is simple to distribute on social media. This sort of marketing allows brand ambassadors to spread your word to other networks that may not or may be interested in your products or services. Your mobile advertisement in India could go viral with the correct message and a little luck.
4. Creates instantaneous user responses and data that can be instantly tracked
When mobile advertising touches the correct demographic, 90% of consumers with a smartphone can recall a mobile web advertisement even a week after seeing it. According to InMobi’s latest report, Smartphones are rapidly infiltrating India’s demographic, resulting in a 194 percent increase in Mobile Video Advertisements. In-app video ad engagement peaked over the last year with a 23 percent growth YoY in Click-Through Rate (CTR).
The content available in mobile advertising is intended to encourage interaction. When a campaign is launched, consumers’ replies can be tracked by businesses in real-time. You can monitor what’s working and what’s not with your advertisements and make rapid changes if users in your target demographics aren’t responding as expected. This benefit allows you to fine-tune a mobile advertising strategy in India over time so that it can generate long-term results for your business.
With the announcement that 5G will be available in the Indian market soon, internet speeds will skyrocket, making advertisement deployment easier. Prospective customers are increasingly reliant on mobile devices to complete any task. Businesses who use mobile advertising in India get closer to their customers because they can meet them in the palm of their hands. So where are you?