How Mobile Advertising ​In India Is Going To Evolve In 2015

Lakshmipathy Bhat, Kunal Lagwankar, Jonathan Bill, Sachin Uppal, Anubhav Sonthalia, Abhimanyu Yadav take about how mobile advertising will evolve in 2015

Mobile advertising 2015

India’s online advertising market is expected to reach Rs 3,575 crore by March 2015, growing at a year-on-year growth rate of 30 percent. While social media contributed 13 percent of overall digital advertisement spends, ad spends on mobile devices are growing at a CAGR of 43 percent and social media grew at a CAGR of 41 percent y-o-y and touched Rs. 385 crores and Rs 440 crores respectively in March 2014.

Read also: How Mobile Marketing ​In India Is Going To Evolve In 2015

The recent Ericsson Consumer report highlighted that advertisers in India - the fastest smartphone growing market in Asia - focus on selling games and mobile devices, at 25.5% and 22.7%, respectively.

Mobile is slowly becoming the first screen in India but at the same time the average 5 inch device also throws quite a few challenges when it comes to advertisers. To understand how the mobile advertising market will evolve in 2015, Lighthouse Insights got in touch with the experts in the field. Listed below are the edited excerpts.

Anubhav Sonthalia, Co-Founder & COO, Sokrati

Mobile ecommerce in 2015 will have 2 significant shifts -

  1. Not just product views but product purchases will also increase via mobile, surpassing those on desktop in 2015-2016.
  2. Transactions will move from mobile web pages to mobile apps.

Anubhav SonthaliaThis will bring 3 big changes in the way we do mobile advertising -

  1. Mobile creatives will no longer be the banner ads that we are used to. You will see more native, interstitial and takeover ads with interactive content. Mobile landing pages will move from plain old URLs, to deep links within apps or to app intents. What could be better than driving your ad to a checkout screen on your app with the product pre-filled in the cart, or to initiate the dialer app with the advertiser’s phone number.
  2. Goal of a mobile advertising campaign will move from app installs to app engagement to transactions. Advances will be made in the way we target different personas at different times of the day with different messaging that will prompt a transaction.
  3. Cross channel optimization for mobile across search (Google), social (Facebook) and display will be key. At the end of the day, the advertiser does not care about what channel closed the sale, the sale is most important.

Abhimanyu Yadav, Sr. Manager Ad Sales, SilverPush

Many platforms are building mobile programmatic capability to exploit the opportunity owing to growing mobile internet users in developing countries. ‘Target look alike modeling’ and ‘dynamic bidding’ were the trending techniques in the Abhimanyu Yadavmobile ad tech space in 2014. The mobile programmatic space has already evolved and we are expecting many companies to develop proprietary data driven marketing platforms.

The areas, we have crossed the learning curve and expect to achieve a huge impact on our business in 2015 are:

  1. TV analytics- measuring the impact of TV ads and bridging TV-Mobile-Desktop.
  2. App to WAP retargeting in mobiles
  3. Deterministic cross device retargeting

Now SilverPush gathers data from multiple devices of users, including TV and target those audience pool based on requirement. It’s one thing to have a unique targeting capability and another to get clients to adapt to these disruptive techniques.

Sachin Uppal, Marketing Director, RummyCircle

With smart phones sales growing 230% year-on-year and 5 million plus users activating data connections every month, the mobile audience will be a massive 150 million mobile internet users by end of 2015.

SachinUppalThis opens up a whole new market for mobile advertisers and publishers alike. Some of the trends I see in this space are:

  1. Business models will include multiple monetisation techniques: Ads, Offer walls and Consumer payments / subscriptions
  2. More data-driven and algorithmic eCPM optimization to enhance revenues and fill rates. Showing ads based on segmented audience buckets (demographic, interest category based) will yield more optimization and better revenue outcomes.
  3. Usage of Videos: Interstitial Video ads will show early signs of up-take.
  4. App + HTML5: Both app inventory and HTML5 site inventory will be monetized and will show higher fill rates.
  5. Google’s RTB and Mediation platforms will get stronger foothold in the mobile marketing space instead of working with individual ad-networks.

Jonathan Bill, Co-Founder, BillBachao

Mobile advertising will need to grow up in 2015 in India if it is to match demand from buyers. In particular increasing numbers of buyers with an increasingly forensic digital marketing Jonathan Billapproach will demand quality, accuracy and cleanliness from their agencies and the ad networks.

Today it is often better to buy mobile marketing from European and USA based suppliers who can target India instead of buying from India networks in India because although pricing is lower in India, quality and transparency remain an issue. The Indian supply side must address these concerns and when it does so the opportunity is significant.

Kunal Lagwankar, CEO & Co-founder, AdSparx

While I would love to say that Mobile advertising is set for a phenomenal rise, I honestly do not see any significant movement, especially in India. In the west (synonymous with developed countries), however, we see a lot more intelligent Internet driven, performance based advertisement and
use of technology where mobile is certainly a very important strategy. The west has adopted Kunal LagwankarInternet as a whole – which includes mobile, web and Smart TVs as a comprehensive strategy, using the ability to track performance and impact of Advertisements, rather than a singular focus on mobile.

For Internet driven advertisements, I see the following trends and interests, especially for driving up the efficiency of the system:

  1. High value, multiscreen Internet advertisements, especially in the Video Segment. OTT TV providers opens new opportunities for advertisers to associate their brands with high value premium content across various form factors
  2. Analytics leading to detecting user re-targeting across all segments – web portals, social media and video consumption
  3. Increasing value using programmatic buying and RTB platforms
  4. Change in metrics that measure in impactness of Ads on the Internet

There is a very positive buzz around Internet advertisements, with significant investments going in companies working on all of the above aspects.

Lakshmipathy Bhat, VP - Corporate Communications, Robosoft Technologies

Crystal ball can at best be an educated guess and never a sure-shot prediction. Based on what I have observed over the last few years, these are the few trends in mobile advertising which can perhaps come true in 2015:

Over the last year, few brands jumped into the mobile apps bandwagon. I am not referring to news, bank or e-commerce brands (for whom mobile apps are imperative) but FMCG brands which traditionally limit digital presence to Facebook Lakshmipathy Bhatpages, Twitter feeds or display ads. Some took the utility route - (Asian Paints’ Colour Scheme Pro) and some  attempted to create a game (Cadbury India) with some interaction with the pack. Between the two trying to be ‘useful’ either on a specific occasion or on a regular basis is perhaps a better way to go for brands. Trying to create a game is a tough option because the consumer is addicted to the world’s best games in this domain - brands will have a tough time finding a place there.

However, I feel brands will begin to consider mobile apps from a strategic perspective moving forward. For many brands, a huge section of their target audience is addicted to mobile and specifically mobile apps. It is too huge a phenomenon to be ignored by brands. We are likely to see mobile apps created around advertising themes and brand propositions.

Aside from these, I feel the regular display ads on mobile devices will get ‘smarter’. Ads will get better tailored to suit the device and audience. If it can happen in Facebook install ads for apps (which can detect the OS and device type to deliver the right ads) why can’t it happen on banner ads? It is a matter of time. I also feel that the traditional horizontal banner ad will give way to more immersive, native ads.