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There are 4 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" IAMAI Mobile Ad Conference - Making The Most Of The Newest New MediaThe 3rd panel at IAMAI Mobile Ad conference was Mobile - Making the most of the newest new medium. The panelists were as follows: Session Moderator Panelists:
Shantanu Sirohi - Interactive avenues gave the following insights:
Manish Vij gave a presentation filled with statistics on Indian mobile market:
Some interesting statements he made:
The Discussion followed the presentations: On the point of pay for performance marketing being a bane of digital advertising: Related Posts Also Check Out: IAMAI Mobile Ad Conference: Mobile Ad Network and Technology enabler perspective on mobile advertisingThe second panel at the IAMAI conference was a sponsor panel i.e. the sponsors made pitches. Thank god for making Mahesh Murthy as the moderator or this would have been a waste of a panel discussion. Session Moderator Panelists
Mahesh Murthy initiated the panel with the fact that mobile phones today are not just calling devices but are even enabling commerce. He stated ‘Gphone has a camera which reads barcodes and tells u where u can get that product the cheapest.’ Now thats taking mobiles to determine commerce and and answer the question - what to buy? Dhritiman Chakraborty - VP Sales - ACL, Wireless stated that mobile makes the other existing media interactive. He said that the main problem advertisers face is defined by the saying - Half my ad dollars are wasted I dont know which half. Mobile brings in measurement that eliminates wastage. Every 11-15 minutes a person looks at the mobile screen which again points at the opportunity this device possesses for advertisers. Arun Bhati pointed out the need for being contextual in mobile advertising with the following example. My wife got the following msg: Know your compatibility with your spouse - sms spouse to 5XXXX The msg that came as a reply - You are a perfect couple! The ad below it - Download hotbikinibabes.com The best part of this panel was the QnA. Excerpts below: Mahesh questions - 4 paisa an sms today that makes 1000 smses for 40 rupees that’s 40 rupees cpm for a text ad.. How is mobile advertising cheaper? For 40 rupees today you can get a banner ad online! Panel did not answer this significantly. Mahesh questions - 1/2 a mega bit of voice call i.e. 1 minute voice call costs 50 paisa - sms is 160 bit of data why does sms cost 4 paisa? Shouldn’t it cost 0.5 paisa or even lesser? Answer by Debmalya - Its a volume game that has reduced the price and not technology - but there are various middle men which increae costs. Mahesh questions: Why isn’t there one standard platforms for all operators? Answer: Global organizations are collaborating on standardizing one format. Mahesh questions: Who is a publisher?? The Operator? Nokia - Handset? Why do operators and handset companies want to be media companies? Again there wasn’t a satisfactory answer by the panel. Audience questions: What are the various measuring tools on mobile? Audience questions - The literacy and language barrier to sending smses? How effective is it? Related PostsAlso Check Out: IAMAI Mobile Ad Conference - Opportunities In Mobile AdvertisingThe first panel at the IAMAI Mobile Ad conference held in mumbai on the 16th of January was Opportunities in Mobile Advertising in India. The panelists for this session included: Moderator: Abdul Khan, Vice President & Head Marketing, Tata Teleservices Panelists:
What opportunity does mobile have?
Types of marketing possible on mobile:
Approach required mobile marketing:
Mobile advertising value chain:
Brands -> Marketing/buying agencies -> Enablers -> Content Providers -> Aggregators -> Device makers -> Wireless operator -> Subscribers
3 P’s of Mobile Marketing:
Mobile marketing trends:
What does mobile offer?
The tools with most reach on Mobile platform: 60B voice minutes a day - 100% penetration 10B msgs a day - 90% penetration These tools provide highest reach, no issues with handsets.. Simple effective campaigns. He stated that marketers need to work on: Expection management i.e. what can and cannot be expected off the medium. Metrics - unique impressions i.e. making mobile metrics comparable to other mediums.
Mobile marketing did not work for us when we tried to drive traffic to the internet via the mobile medium. It made sense to start a mobile service and drive traffic to that service. As content providers we are still not geared up to provide services on mobile. Operators have different servers and multiple requirements for different platforms. What worked for us? Sms worked for us -We used voice and wap banners as well. On days we did 15-20 minutes of usage and thats very high in mobile vas terms. Sms alerts are more than a lakh a day. In the panel dicussion following the presentation Jai Maroo of shemaroo suggested a google contextual model for smses. Would you like a short ad under your incoming smses from friends. Sanjay tripathy - HDFC Standard Life said Online agencies need to learn about mobile and provide integrated solution. He felt that Integrated advertising would give a higher returns on the mobile campaign. Jai Maroo added saying that growing mobile marketing spends is all about expectation management with clients. In 2009 TV will decline by 20 % followed by print and radio will be flat - digital will grow 2-3% while mobile will have the largest growth within that as per his expectation. We felt that the issue with Digital Agencies handling mobile marketing is that even on the internet digital agencies dont go beyond top 20 sites/publishers with their digital campaigns. While the ad networks aggregate the others. I doubt if any agency has the bandwidth to aggregate multiple providers on the mobile end and for what kind of spend? 2 lakhs? 5 lakhs? Also as per the panelists themselves the current spend on mobile was just 10-15% of the online pie. I feel its too much of a hassle for digital agencies to work with such a long value chain which is showcased above in this post to drive revenues which don’t even represent 10% of the total Online budgets. Related PostsAlso Check Out: WWW: WAT Weekly WrapUp 12th - 18th January 09This week was announcement week for our next WATBlog Wednesday scheduled to happen in Pune on 21st January for tech developers. We already got 300+ registrations for the same and now we just have 50 more tickets left. Also a must watch is the WATShow we shot with Sanjeev Bikhchandani which was also the first post last week. Posts from WATBlog.com
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Sanjay Tripathy gave the following statistics:
Jai Maroo stated that advertisers are looking for advertising thats non-intrusive, targetted, contextual, integrated, transparent & interactive. This is a wish list of the advertiser - Now the real question is How can mobile bridge the gap between this wishlist and whats available on the medium?
Vibhas Mehta gave examples of what has worked for shaadi.com and not worked on mobile:Click here to safely unsubscribe now from "WATBlog.com - Web, Advertising and Technology Blog in India" or change subscription settings
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